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- All HBS Web (1,250)
- Faculty Publications (493)
- 18 Apr 2017
- HBS Seminar
Jason Greenberg, NYU Stern School of Business
- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
- May 2012
- Case
Start-Up Chile: April 2012
By: Lynda M. Applegate, William R. Kerr, Josh Lerner, Dina D. Pomeranz, Gustavo A. Herrero and Cintra Scott
Start-Up Chile is a unique program to encourage entrepreneurs to bring their new ventures to Chile. Policymakers must evaluate its effectiveness in achieving economic and social goals. View Details
Applegate, Lynda M., William R. Kerr, Josh Lerner, Dina D. Pomeranz, Gustavo A. Herrero, and Cintra Scott. "Start-Up Chile: April 2012." Harvard Business School Case 812-158, May 2012.
Best-selling and New Cases by Ben Esty
Best-Selling Cases:
1) Eaton: Portfolio Transformation & Cost of... View Details
- 2010
- Casebook
Transforming Public Education: Cases in Education Entrepreneurship
Based on a popular education entrepreneurship course at Harvard Business School, Transforming Public Education organizes 18 case studies into modules that reflect the predominant opportunities pursued by social entrepreneurs focused on public education in the United... View Details
Childress, Stacey, ed. Transforming Public Education: Cases in Education Entrepreneurship. Cambridge, MA: Harvard Education Press, 2010.
- 2022
- Working Paper
The Gender Gap in Confidence: Expected But Not Accounted For
By: Christine L. Exley and Kirby Nielsen
We investigate how the gender gap in confidence affects the views that evaluators (e.g., employers) hold about men and women. If evaluators fail to account for the confidence gap, it may cause overly pessimistic views about women. Alternatively, if evaluators expect... View Details
Keywords: Confidence; Experiments; Gender; Perception; Values and Beliefs; Performance Evaluation; Analysis
Exley, Christine L., and Kirby Nielsen. "The Gender Gap in Confidence: Expected But Not Accounted For." Working Paper, October 2022.
- 01 Sep 2013
- News
Who Are We?
SOCIAL MEDIA James Kondo Managing Director, East Asia, Twitter M. James Kondo 103 alumni work in social media 41 at Facebook 31 at LinkedIn 7 at Twitter High Tech: 135 at Google 104 at Microsoft 23 at Apple... View Details
- 29 Jan 2016
- News
What Data Can Do to Fight Poverty
Shirley Lu
Shirley Lu is an assistant professor in the Accounting and Management Unit. She teaches the Financial Reporting and Control course in the MBA required curriculum.
Professor Lu conducts research in the area of Corporate Social Responsibility (CSR) disclosure,... View Details
Ruru Hoong
Ruru Hoong is a PhD candidate in Economics at Harvard & HBS, on the academic job market AY 2025-26.
Her research interests span artificial intelligence, digital economics, privacy, and social media, primarily focusing on the (i) optimal design and integration... View Details
- September 2023
- Article
A Pull versus Push Framework for Reputation
Reputation is a powerful driver of human behavior. Reputation systems incentivize 'actors' to take reputation-enhancing actions, and 'evaluators' to reward actors with positive reputations by preferentially cooperating with them. This article proposes a reputation... View Details
Jordan, Jillian J. "A Pull versus Push Framework for Reputation." Trends in Cognitive Sciences 27, no. 9 (September 2023): 852–866.
- 28 Jun 2011
- First Look
First Look: June 28
quarters following the buying pressure. These results provide new evidence that firm managers are able to identify and exploit overvalued equity. Read the paper: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1364974 Working PapersCorporate View Details
Keywords: Sean Silverthorne
- 20 Nov 2012
- News
First Impressions: The Science of Meeting People
- April 1992 (Revised February 1993)
- Supplement
Otis South Africa (B)
By: Michael Beer
Covers a June 1990 Social Responsibility Conference held by George David to evaluate the progress of his new management team in increasing the pace of nonwhite advancement. The U.S. CEO and the managing director of Otis South Africa disagree over the suitability of... View Details
Keywords: Conflict Management; Race; Corporate Social Responsibility and Impact; Management Teams; South Africa
Beer, Michael. "Otis South Africa (B)." Harvard Business School Supplement 492-050, April 1992. (Revised February 1993.)
First Impressions: The Science of Meeting People
A strong handshake and assertive greeting may not be the best way to make a good first impression. New research suggests that people respond more positively to someone who comes across as trustworthy rather than confident.
Social psychologist Amy... View Details- 03 May 2024
- Research & Ideas
How Much Does Proximity Influence Startup Innovation? 20 Meters' Worth to Be Exact
startups might as well be located on different floors entirely, Roche says. And, the benefit, as measured by how much neighbors adopt each others’ web technology, is strongest when the neighboring startups focus on very different markets and share some View Details
Keywords: by Ben Rand
- October 2019 (Revised August 2022)
- Case
Nehemiah Mfg. Co.: Providing a Second Chance
By: Michael Chu, Brian Trelstad and John Masko
In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first... View Details
Keywords: Fast Moving Consumer Goods; Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Manufacturing Industry; Ohio; United States
Chu, Michael, Brian Trelstad, and John Masko. "Nehemiah Mfg. Co.: Providing a Second Chance." Harvard Business School Case 320-008, October 2019. (Revised August 2022.)
- November 2008 (Revised August 2011)
- Case
UnME Jeans: Branding in Web 2.0
By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
- 07 Jul 2015
- News
Doing Good Scientifically
- 25 Jul 2013
- Research & Ideas
Why Unqualified Candidates Get Hired Anyway
people who should not be admitted, and rejecting people who should not be rejected.” Inflated Applicants: Attribution Errors in Performance Evaluation by Professionals paints a picture of businesses repeatedly promoting or hiring... View Details