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    • All HBS Web  (2,136)
      • Faculty Publications  (323)

      Social EngagementRemove Social Engagement →

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      • January 2018 (Revised January 2021)
      • Background Note

      Customer Lifetime Social Value (CLSV)

      By: Elie Ofek, Barak Libai and Eitan Muller
      One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of... View Details
      Keywords: Customer Lifetime Value; Customer Management; Social Contagion; Word Of Mouth; Customer Engagement; Customer Value and Value Chain; Measurement and Metrics; Customer Relationship Management
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      Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV)." Harvard Business School Background Note 518-077, January 2018. (Revised January 2021.)
      • January–February 2018
      • Article

      Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far

      By: Leslie John, Tami Kim and Kate Barasz
      Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with... View Details
      Keywords: Digital Marketing; Customization and Personalization; Information; Customers; Attitudes
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      John, Leslie, Tami Kim, and Kate Barasz. "Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far." Harvard Business Review 96, no. 1 (January–February 2018): 62–69.
      • Article

      Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships

      By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
      We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers... View Details
      Keywords: Consumer Behavior; Brands and Branding; Emotions
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      Consiglio, Irene, Daniella Kupor, Francesca Gino, and Michael I. Norton. "Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships." Journal of Consumer Psychology 28, no. 1 (January 2018): 5–22.
      • December 2017
      • Case

      La Ceiba: Navigating Microfinance and Relationships in Honduras (A)

      By: Christine L. Exley, John Beshears and Alison Wood Brooks
      This case follows the program director of La Ceiba, a Honduras-based microfinance institution, as he navigates four challenging negotiation scenarios involving the organization's loan clients. Students are asked to adopt the perspective of the Program Director and to... View Details
      Keywords: Negotiation; Power; Apology; Negotiation Process; Microfinance; Power and Influence; Situation or Environment
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      Exley, Christine L., John Beshears, and Alison Wood Brooks. "La Ceiba: Navigating Microfinance and Relationships in Honduras (A)." Harvard Business School Case 918-014, December 2017.
      • November 2017 (Revised September 2020)
      • Supplement

      Miami's Tech Future (C): Reaching Another Miami

      By: Rosabeth Moss Kanter
      The effects of Miami’s startup scene have not reached many “left-behind” lower-income Black communities, which are disproportionately affected by problems such as segregation and racial discrimination, lack of transportation access, crime, education quality, government... View Details
      Keywords: Technology; Change; Transformation; Progress; Scaling; Startup; Community Engagement; Community Impact; Community Relations; Future; Income Inequality; Business; Change Management; Business Startups; Information Technology; Diversity; Race; Equality and Inequality; Social Issues; Business and Community Relations; Miami; Florida
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      Kanter, Rosabeth Moss. "Miami's Tech Future (C): Reaching Another Miami." Harvard Business School Supplement 318-035, November 2017. (Revised September 2020.)
      • Article

      Are You Suited for a Start-up?

      By: Jeffrey Bussgang
      Relative to established organizations, start-ups can be hard to figure out. What are the jobs to be done? The best entry points? How can you tell whether a company has potential for success and is the right fit for you? The author advises that you first assess... View Details
      Keywords: Business Startups; Personal Characteristics; Job Search
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      Bussgang, Jeffrey. "Are You Suited for a Start-up?" Harvard Business Review 95, no. 6 (November–December 2017): 150–153.
      • Article

      What Managers Need to Know About Social Tools: Avoid the Common Pitfalls So That Your Organization Can Collaborate, Learn, and Innovate

      By: Paul Leonardi and Tsedal Neeley
      Workplaces have adopted internal social tools—think stand-alone technologies such as Slack, Yammer, and Chatter, or embedded applications such as Microsoft Teams and JIRA—at a staggering rate. In an ambitious study of 4,200 companies, conducted by the McKinsey Global... View Details
      Keywords: Leadership; Social Tools; Social and Collaborative Networks; Knowledge Sharing; Performance Improvement; Management
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      Leonardi, Paul, and Tsedal Neeley. "What Managers Need to Know About Social Tools: Avoid the Common Pitfalls So That Your Organization Can Collaborate, Learn, and Innovate." Harvard Business Review 95, no. 6 (November–December 2017): 118–126.
      • 2017
      • Working Paper

      Deep Help in Complex Project Work: Guiding and Path-Clearing Across Difficult Terrain

      By: Colin M. Fisher, Julianna Pillemer and Teresa M. Amabile
      How do teams working on complex projects get the help they need? Our qualitative investigation of the help provided to project teams at a prominent design firm revealed two distinct helping processes, both characterized by deep, sustained engagement that far exceeds... View Details
      Keywords: Helping; Rhythm; Prosocial Behavior; External Team Leadership; Social Construction; Time; Qualitative Methods; Field Research; Groups and Teams; Projects; Behavior; Social and Collaborative Networks
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      Fisher, Colin M., Julianna Pillemer, and Teresa M. Amabile. "Deep Help in Complex Project Work: Guiding and Path-Clearing Across Difficult Terrain." Harvard Business School Working Paper, No. 18-035, October 2017.
      • July 2017 (Revised March 2018)
      • Case

      Magic Bus: From Childhood to Livelihood

      By: V. Kasturi Rangan, Vikram Gandhi, Anjali Raina and Rachna Chawla
      Founded in 1999 by Matthew Spacie to give poor children an opportunity to play, Magic Bus had evolved to a leading social enterprise engaged in sports for development, holistic childhood development, and livelihood training for youth between the ages of 6 to 18. By... View Details
      Keywords: Nonprofit Management; Development; Growth And Scaling; Social Entrepreneurship; Growth and Development Strategy; Nonprofit Organizations; Management
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      Rangan, V. Kasturi, Vikram Gandhi, Anjali Raina, and Rachna Chawla. "Magic Bus: From Childhood to Livelihood." Harvard Business School Case 518-005, July 2017. (Revised March 2018.)
      • 2017
      • Mimeo

      Science for Society: Science and Technology Based Social Entrepreneurship

      By: Tarun Khanna, Shashank Shah and Kundan Madireddy
      This publication is an outcome of the team's research, engagement and interactions with over 25 science and technology-based social enterprises in India. It provides details on the research process, insightful outcomes and innovative impact.
      Throughout the... View Details
      Keywords: Social Entrepreneurship; Science-Based Business; Information Technology; Business and Community Relations; India
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      Khanna, Tarun, Shashank Shah, and Kundan Madireddy. "Science for Society: Science and Technology Based Social Entrepreneurship." Harvard University South Asia Institute, 2017. Mimeo. (This publication is an outcome of a grant from the Tata Trusts.)
      • 2017
      • Chapter

      Corporate Moral Agency, Positive Duties, and Purpose

      By: Nien-hê Hsieh
      A long-standing question in business ethics is whether business enterprises are themselves moral agents with distinct moral responsibilities. To date, the debate about corporate moral agency has focused on responsibility for past wrongdoing that involves violating... View Details
      Keywords: Corporate Social Responsibility and Impact; Moral Sensibility; Mission and Purpose
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      Hsieh, Nien-hê. "Corporate Moral Agency, Positive Duties, and Purpose." In The Moral Responsibility of Firms, edited by Eric Orts and N. Craig Smith. Oxford University Press, 2017.
      • Article

      Moral Traps: When Self-serving Attributions Backfire in Prosocial Behavior

      By: Stephanie C. Lin, Julian Zlatev and Dale T. Miller
      Two assumptions guide the current research. First, people's desire to see themselves as moral disposes them to make attributions that enhance or protect their moral self-image: When approached with a prosocial request, people are inclined to attribute their own... View Details
      Keywords: Morality; Attributions; Decision Making; Prosocial Behavior; Moral Sensibility; Behavior; Perception
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      Lin, Stephanie C., Julian Zlatev, and Dale T. Miller. "Moral Traps: When Self-serving Attributions Backfire in Prosocial Behavior." Journal of Experimental Social Psychology 70 (May 2017): 198–203.
      • March 2017 (Revised June 2019)
      • Case

      CEO Activism (A)

      By: Michael W. Toffel, Aaron K. Chatterji and Julia Kelley
      This case introduces CEO activism, a phenomenon in which business leaders engage in political or social issues that do not relate directly to their companies. The case uses several examples to describe why business leaders are engaging in CEO activism and the potential... View Details
      Keywords: Leadership & Corporate Accountability; Environmental And Social Sustainability; Environment; Climate Change; Gender Equality; Communication Strategy; Moral Sensibility; Values and Beliefs; Leadership; Law; Rights; Risk Management; Media; Corporate Social Responsibility and Impact; Religion; Expansion; Strategy; Social Issues; Consumer Products Industry; Electronics Industry; Technology Industry; United States; Indiana; North Carolina
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      Toffel, Michael W., Aaron K. Chatterji, and Julia Kelley. "CEO Activism (A)." Harvard Business School Case 617-001, March 2017. (Revised June 2019.)
      • March 2017 (Revised May 2019)
      • Case

      Marketing Transformation at Mastercard

      By: Sunil Gupta, Srinivas K. Reddy and David Lane
      Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details
      Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
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      Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
      • March–April 2017
      • Article

      What's the Value of a Like?: Social Media Endorsements Don't Work the Way You Might Think

      By: Leslie John, Daniel Mochon, Oliver Emrich and Janet Schwartz
      Brands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon... View Details
      Keywords: Social and Collaborative Networks; Consumer Behavior; Marketing Strategy; Digital Marketing; Social Media
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      John, Leslie, Daniel Mochon, Oliver Emrich, and Janet Schwartz. "What's the Value of a Like? Social Media Endorsements Don't Work the Way You Might Think." Harvard Business Review 95, no. 2 (March–April 2017): 108–115.
      • March 2017
      • Article

      Why Do We Hate Hypocrites? Evidence for a Theory of False Signaling

      By: Jillian J. Jordan, Roseanna Sommers, Paul Bloom and David G. Rand
      Why do people judge hypocrites, who condemn immoral behaviors that they in fact engage in, so negatively? We propose that hypocrites are disliked because their condemnation sends a false signal about their personal conduct, deceptively suggesting that they behave... View Details
      Keywords: Moral Psychology; Condemnation; Vignettes; Deception; Social Signaling; Open Data; Open Materials; Moral Sensibility; Behavior; Perception
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      Jordan, Jillian J., Roseanna Sommers, Paul Bloom, and David G. Rand. "Why Do We Hate Hypocrites? Evidence for a Theory of False Signaling." Psychological Science 28, no. 3 (March 2017): 356–368.
      • February 2017 (Revised September 2017)
      • Case

      Bringing Digital to Wimbledon

      By: John T. Gourville and David Arnold
      It was mid-December 2016 as Alexandra (Alex) Willis read with satisfaction that The All England Lawn Tennis & Croquet Club (AELTC) had won yet another award for its use of social media to reach its fan base. As the organizer and host of “The Championships, Wimbledon,”... View Details
      Keywords: Wimbledon; London; Digital; Marketing; Marketing Communications; Online Technology
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      Gourville, John T., and David Arnold. "Bringing Digital to Wimbledon." Harvard Business School Case 517-093, February 2017. (Revised September 2017.)
      • February 2017
      • Teaching Note

      The Tate's Digital Transformation

      By: Jill Avery
      John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s... View Details
      Keywords: Digital; Ecommerce; Experience; Customer Experience; Customer Relationship Management; Channel Management; Museums; Arts Marketing; Nonprofit; Marketing; Marketing Channels; Marketing Strategy; Customer Focus and Relationships; Digital Marketing; Digital Strategy; Social Media; E-commerce; Entertainment and Recreation Industry; Fine Arts Industry; England; United Kingdom; Europe
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      Avery, Jill. "The Tate's Digital Transformation." Harvard Business School Teaching Note 517-098, February 2017.
      • December 2016
      • Article

      The Effects of Endowment Size and Strategy Method on Third Party Punishment

      By: Jillian J. Jordan, Katherine McAuliffe and David G. Rand
      Numerous experiments have shown that people often engage in third-party punishment (3PP) of selfish behavior. This evidence has been used to argue that people respond to selfishness with anger, and get utility from punishing those who mistreat others. Elements of the... View Details
      Keywords: Third-party Punishment; Norm-enforcement; Strategy Method; Economic Games; Cooperation; Emotions; Fairness
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      Jordan, Jillian J., Katherine McAuliffe, and David G. Rand. "The Effects of Endowment Size and Strategy Method on Third Party Punishment." Experimental Economics 19, no. 4 (December 2016): 741–763.
      • Article

      Don't Stop Believing: Rituals Improve Performance by Decreasing Anxiety

      By: Alison Wood Brooks, Julianna Schroeder, Jane Risen, Francesca Gino, Adam D. Galinsky, Michael I. Norton and Maurice Schweitzer
      From public speaking to first dates, people frequently experience performance anxiety. And when experienced immediately before or during performance, anxiety harms performance. Across a series of experiments, we explore the efficacy of a common strategy that people... View Details
      Keywords: Behavior; Performance; Emotions
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      Brooks, Alison Wood, Julianna Schroeder, Jane Risen, Francesca Gino, Adam D. Galinsky, Michael I. Norton, and Maurice Schweitzer. "Don't Stop Believing: Rituals Improve Performance by Decreasing Anxiety." Organizational Behavior and Human Decision Processes 137 (November 2016): 71–85.
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