Publications

November 2000
Case

Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)

Concerns the second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian border that is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally... View Details

Keywords: Customer Focus and Relationships; Brands and Branding; Motorcycle Industry

August 2018
Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

2022
Working Paper

Communicating Corporate Culture in Labor Markets: Evidence from Job Postings

By: Joseph Pacelli, Tianshuo Shi and Yuan Zou

We examine how firms craft their job postings to convey information about their culture and whether doing so helps attract employees. We utilize state-of-the-art machine learning methods to develop a comprehensive dictionary of key corporate values across the near... View Details

Keywords: Corporate Culture Significance; Labor Markets; Disclosure; Organizational Culture; Recruitment; Talent and Talent Management

SSRN

25 Mar 2008
Working Paper Summaries

Incompatible Assumptions: Barriers to Producing Multidisciplinary Knowledge in Communities of Scholarship

Keywords: by Corinne Bendersky & Kathleen L. McGinn; Education

October 1987 (Revised November 1994)
Case

Boston Fights Drugs (A): Designing Communications Research

By: V. Kasturi Rangan

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details

Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston

01 Jun 2020
News

Effective Communication in the Age of Zoom

changed the way we work. But according to Rachel Greenwald (MBA 1993), some of the core tenets of interpersonal communication that were important in the office remain just as important in our new digital workspaces—we just need to adjust... View Details

Keywords: Zoom

2007
Working Paper

Acting Globally but Thinking Locally? The Influence of Local Communities on Organizations

By: Christopher Marquis and Julie Battilana

We develop an institutional theory of how local communities continue to matter for organizations, and why community factors are particularly important in a global age. Since globalization has taken center stage in both practitioner and academic circles, research has... View Details

Keywords: Geographic Location; Local Range; Globalization; Organizational Change and Adaptation; Business and Community Relations; Power and Influence

Read Now

24 Apr 2014
News

Extending goodwill to all in the global community

people and placed more than 215,000 people in jobs, many of whom participated in the organization’s career-training programs. When Gibbons visits Goodwill centers, the advice he gives to the people they serve is simple: “Keep hope alive, View Details

01 Mar 2015
News

Communicating the Language of Business Across Borders

Tsedal Neeley My intellectual agenda is ambitious and somewhat risky,” says Associate Professor and Marvin Bower Fellow Tsedal Neeley. “I truly believe that HBS is one of the few places on earth where I could boldly pursue my work in the way that I have.” Neeley’s... View Details

2012
Working Paper

FollowMe.IntDev.Com: International Development in the Blogosphere

By: Ryann Manning

This article explores online blogs as a new forum for discussing ideas and practices in international development. Based on a qualitative study of conversations that take place across multiple blogs, I conclude that the blogosphere combines features of a public sphere,... View Details

Keywords: Development Economics; Interpersonal Communication; Knowledge Acquisition; Experience and Expertise; Globalization; Blogs

Read Now

29 Mar 2021
News

Continuing employee development in the face of budget cuts

March 2001 (Revised April 2001)
Case

Sustainable Development & Socially Responsible Investing: ABB in 2000

By: Forest L. Reinhardt

Several investment firms and mutual funds position themselves as providers or facilitators of opportunities for socially responsible investment. This case addresses the impact of these firms on publicly traded companies. Focuses on managers at ABB, a large... View Details

Keywords: Investment; Corporate Social Responsibility and Impact; Environmental Sustainability; Social Enterprise; Corporate Governance; Business Strategy; Capital Markets; Management Teams; Business and Community Relations; Trade; Electronics Industry; Switzerland

08 Jul 2019
News

Can Social Networks Improve Credit Access in Developing Countries?

March 2023 (Revised May 2023)
Case

Tribal Councils Investment Group of Manitoba Ltd.

By: David L. Ager

In the Fall of 2014, Heather Berthelette, the recently appointed COO of Tribal Councils Investment Group of Manitoba Ltd. (TCIG), was preparing a recommendation to the Board of Directors about whether to dissolve the company and return any remaining funds to the seven... View Details

Keywords: Indigenous Communities; Corporate Governance; Governing and Advisory Boards; Social Enterprise; Economic Growth; Investment Banking; Canada

June 2011
Teaching Note

PatientsLikeMe: An Online Community of Patients (TN)

By: Sunil Gupta and Jason Riis

Teaching Note for 511093. View Details

Keywords: Internet and the Web; Social and Collaborative Networks; Health Disorders; Growth and Development; Product Launch; Web Services Industry

01 Oct 1997
News

Meeting the Challenges of Third-World Development

sector both domestically and abroad. "The complex web of factors that shape and govern communities in need, whether here in the United States or in the developing world, requires a lasting, cooperative... View Details

May 2024
Article

Housing Policies and Energy Efficiency Spillovers in Low and Moderate Income Communities

By: Omar Isaac Asensio, Olga Churkina, Becky D. Rafter and Kira E O'Hare

Housing policies address the human dimensions of increasing urban density, but their energy and sustainability implications are hard to measure due to challenges with siloed civic data. This is especially critical when evaluating policies targeting low- and... View Details

Keywords: Energy Efficiency; Public Policy; Climate Change; Energy Conservation; Housing; Analytics and Data Science; Policy; Income; Environmental Sustainability; Real Estate Industry; United States