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- All HBS Web
(473)
- People (2)
- News (88)
- Research (239)
- Multimedia (2)
- Faculty Publications (88)
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- May 2022
- Case
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
- 09 Nov 2021
- Research & Ideas
The Simple Secret of Effective Mentoring Programs
Fortune 500 companies reportedly provide mentoring opportunities to new employees. Data on the effectiveness of these programs are thin, so Stanton and his colleagues sought to find out whether mentorship programs actually influence... View Details
Keywords: by Jay Fitzgerald
- 26 Jul 2022
- Research & Ideas
Burgers with Bugs? What Happens When Restaurants Ignore Online Reviews
restaurant review websites not only provide a useful guide for consumers, but could help influence the restaurant business and its regulators. After all, Farronato says, monitoring hygiene isn’t merely in the hands of regulators.... View Details
- 07 May 2020
- Research & Ideas
The One Good Thing Caused by COVID-19: Innovation
The COVID-19 pandemic has profoundly influenced the lives of most people on the planet. It has changed daily activities; something as simple as a walk in the park is perceived very differently now. The same is true for businesses. Many... View Details
Keywords: by Hong Luo and Alberto Galasso
- 08 Mar 2022
- Research & Ideas
Representation Matters: Building Case Studies That Empower Women Leaders
compared with 19 percent for men. While there are undoubtedly other faculty characteristics that could influence protagonist gender, these three key qualities—seniority, gender, and overall case writing volume—seemed to make only a small... View Details
Keywords: by Colleen Ammerman and Boris Groysberg
- 24 Oct 2011
- Research & Ideas
The Yelp Factor: Are Consumer Reviews Good for Business?
reviews. “Restaurants are a classic example in economics where the consumer has to make a decision based on very little information” Most would agree these sites do influence consumers' decisions. In the paper Reviews, Reputation, and... View Details
- 29 Jan 2021
- Op-Ed
How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics
central premise of the diffusion of innovations framework is that customer or patient segments that adopt early will influence later adopters. Innovators will influence early adopters, who then View Details
- November, 2016
- Article
Fixing Discrimination in Online Marketplaces
By: Ray Fisman and Michael Luca
Online marketplaces such as eBay, Uber, and Airbnb have the potential to reduce racial, gender, and other forms of bias that affect the off-line world. And in the early days of Internet commerce, the relative anonymity of transactions did make it harder for... View Details
Fisman, Ray, and Michael Luca. "Fixing Discrimination in Online Marketplaces." Harvard Business Review 94, no. 12 (November, 2016): 88–95.
- 19 Dec 2017
- First Look
New Research and Ideas, December 19, 2017
shape individuals' willingness to accept it? We examine both questions through survey experiments and find that attitudes toward peace can in fact be widely influenced by these factors in a survey setting: 18%more people agree to peace... View Details
Keywords: Carmen Nobel
- 24 Jul 2017
- Research & Ideas
People Have an Irrational Need to Complete 'Sets' of Things
pseudo-set framing could influence gift-giving behavior during its 2016 holiday online fundraising campaign. More than 7,000 potential donors were randomly (but evenly) directed to one of three landing pages. The first page emphasized... View Details
Keywords: by Carmen Nobel
- 30 Aug 2011
- First Look
First Look: August 30
known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments in View Details
Keywords: Sean Silverthorne
- 06 Sep 2004
- Research & Ideas
The Innovator’s Battle Plan
Remember the old saying: "It is not the size of the dog in the fight. It is the size of the fight in the dog." Gauging asymmetries is so essential to predicting outcomes because the availability of information about a threat or opportunity has little View Details
- 30 Mar 2018
- What Do You Think?
What Should Mark Zuckerberg Do?
researcher and consultant” identified as Cambridge Analytica used a quiz app on the platform to access personal information of approximately 300,000 Facebook users and, by extension, 49.7 million of their “friends.” The consultant allegedly used the information to... View Details
- 12 Oct 2011
- First Look
First Look: October 12
influence a team's knowledge-integration capability. We test our theoretical framework using data on knowledge workers in professional services and discuss implications for research and practice. Manage the Culture Cycle Author:James L.... View Details
Keywords: Sean Silverthorne
- 28 Apr 2003
- Research & Ideas
Supply Chain Risk: Deal With It
"whereas low-severity events seldom do. Hence the need for insurance or other methods for transferring or mitigating catastrophic risks." Meanwhile, risks that are more mundane, but also more likely, may receive far less attention. "Outlier events have... View Details
Keywords: by David Stauffer
- 19 Sep 2016
- Research & Ideas
Why Isn't Business Research More Relevant to Business Practitioners?
while “applied” research sets out specifically to address a practical problem, with the intent of solving it. That poses a potential dilemma for scholars who want to influence business practice and achieve the requisite journal... View Details
- 28 Apr 2022
- Research & Ideas
Can You Buy Creativity in the Gig Economy?
Writers may lament the uncertainties of the digital age, as many turn to online markets to distribute their work with no promises of fame or fortune. But when authors are guaranteed a cut of their own book sales, they tend to work harder... View Details
Keywords: by Pamela Reynolds
- 14 Jul 2020
- Research & Ideas
Restarting Under Uncertainty: Managerial Experiences from Around the World
complete existing development projects. In a few weeks, the company developed a new product to help restaurants manage increasing delivery and take-away demand sparked by the pandemic. The new product included, for example, the management of online reservations,... View Details
- 26 Oct 2017
- Research Event
In an Era of 'Fake News,' What is the Future of Advertising and Publishing?
A year ago, discussions of the business of digital media may have focused on the plateauing ebook market or the diminishing pay for content providers. But after the 2016 presidential election, in which Russian operatives allegedly used... View Details
- 05 Jul 2004
- Research & Ideas
Radical Change, Entrepreneurial Opportunity
others to buy into your perspective? Is a digital camera a substitute for an analog camera? Is it a PC peripheral? Is it something like a camcorder? And how do consumers make sense of it? What features do they value? Ideally, producers... View Details