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  • 03 Mar 2015
  • News

Is Social Media Actually Helping Your Company’s Bottom Line?

  • June 2018
  • Article

Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

By: Clarence Lee, Elie Ofek and Thomas Steenburgh
We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details
Keywords: Customer Engagement; Adoption Routes; Word-of-Mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Internet and the Web; Analytics and Data Science
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  • 01 Sep 2010
  • News

Social Entrepreneurship Fellows Named

For many entrepreneurs, the inspiration for starting a business is rooted in personal experience. An enterprise is born not just to fill a neglected market niche but a personal need as well. Such is the case with ventures created by HBS... View Details
Keywords: Awards; disability; gay rights; Accommodation; Hospitality
  • Web

Social Enterprise | Harvard Business School

markets and trade policy is causing disruption globally, with low-income people... Events 2025 Jul 27 Jul-02 Aug Executive Education: Strategic Perspectives in Nonprofit Management This week-long on-campus program for nonprofit leaders... View Details
  • 21 Sep 2023
  • Blog Post

Hands-on Learning About Global Markets

The challenge posed to students in HBS’s FIELD Global Immersion (FGI) course sounds a bit like a premise for reality TV: Travel to unfamiliar markets where you might not speak the language, work in teams with students you might not know,... View Details
  • 11 Feb 2008
  • Research & Ideas

Does Democracy Need a Marketing Manager?

marketing can be used to create a political process that entices consumers (voters) rather than makes them cynical. "We wanted to elevate understanding of the power and importance of marketing as a... View Details
Keywords: by Sean Silverthorne
  • Person Page

Creating Emerging Markets (Business History)

By: Tarun Khanna

Professor Tarun Khanna is faculty co-chair of the Creating Emerging Markets (CEM) Project. The project provides a unique research and teaching resource on business leadership in Africa, Asia, Latin America, and the Middle East over recent decades.... View Details

  • January 2014 (Revised August 2020)
  • Case

Building a Social Media Culture at Dell

By: Rohit Deshpandé and Michael Norris
As Michael Dell refocused his newly-private company on services and solutions, the entire corporation was pushed to embrace social media. View Details
Keywords: Information Technology; Marketing Strategy; Social Media; Technology Industry; United States
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  • 08 Jan 2014
  • What Do You Think?

Do Productivity Increases Contribute to Social Inequality?

Summing Up Does Social Equality Improve Productivity? Inequality in our society is an important and growing issue. It prompted a debate among respondents to this month's column about the causes, specifically the role played by innovation... View Details
Keywords: by James Heskett
  • October 2009 (Revised March 2012)
  • Case

Nettwerk: Digital Marketing in the Music Industry

By: John A. Deighton and Leora Kornfeld
How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details
Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Music Industry
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  • Web

Social Enterprise - Faculty & Research

pains and short-term deviation from traditional benchmarks were inevitable. The question now was: how could they continue to succeed in their ESG strategy—and, more importantly, position themselves as a market signal, setting higher... View Details
  • 2009
  • Working Paper

Do Friends Influence Purchases in a Social Network?

By: Raghuram Iyengar, Sangman Han and Sunil Gupta

Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to... View Details

Keywords: Marketing; Network Effects; Sales; Power and Influence; Social and Collaborative Networks; Web Sites; South Korea
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  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

in how they behave. Q: What are you working on next? Sunil Gupta: Resource allocation becomes much more complicated when consumers interact with each other. I am spending much of my time thinking about how social networks change the way... View Details
Keywords: by Sean Silverthorne
  • 21 Sep 2016
  • Research & Ideas

Shabana Azmi: Leveraging Bollywood Fame into Social Good

fighting intolerance and religious extremism. All of which makes her seemingly an unusual interview subject for Harvard Business School's Creating Emerging Markets series, sponsored by the HBS Business History Initiative, which has... View Details
Keywords: by Sean Silverthorne; Motion Pictures & Video
  • August 2015
  • Article

Pricing and Efficiency in the Market for IP Addresses

By: Benjamin Edelman and Michael Schwarz
We consider market rules for transferring IP addresses, numeric identifiers required by all computers connected to the Internet. Transfers usefully move resources from lowest- to highest-valuation networks, but transfers tend to cause socially costly growth in the... View Details
Keywords: Externalities; Intermediaries; Market Design; Internet; Web Services Industry; Telecommunications Industry
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  • 23 Apr 2019
  • Video

Gramhal Final Pitch New Venture Competition 2019 Social Enterprise Track

  • 01 Sep 2023
  • News

Hands-on Learning About Global Markets

A certificate of appreciation was presented to Ellie Care representatives Francisco Garcia Zavaleta (COO) and Gervasio Videla Dorna (cofounder and CEO), at left, and to Patricio Alba (cofounder and CIO), far right, by HBS students Maxwell Nii Laryea, third from left,... View Details
Keywords: Jennifer Gillespie
  • June 2020
  • Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull
In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details
Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
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  • Web

Marketing - Faculty & Research

and interactive marketing, sales management and return on marketing investment. Some of our faculty specializes in specific industries such as retailing, agribusiness, social enterprise, media, arts and... View Details
  • 16 Jun 2003
  • Research & Ideas

Researchers Contribute Globalization of Markets Papers

Twenty years has provided time to judge the success or failure of Theodore Levitt's predictions of a global economy populated by standardized products and marketing approaches. For the colloquium, a number of Harvard Business School and... View Details
Keywords: by Working Knowledge editors