Publications

24 Aug 2021
News

What We Still Need to Learn about AI in Marketing — and Beyond

01 Jun 2018
News

The Long Run

entrepreneur—would take him far away from Calhoun, he returned in 1997 to give his three daughters the opportunity to grow up in the close-knit community he remembered from his childhood. He continued his work across the private and... View Details

Keywords: Julia Hanna; photographed by Melissa Golden

June 2024 (Revised June 2025)
Case

Dylan Mulvaney and Bud Light

By: Jill Avery and Celine Chammas

On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a... View Details

Keywords: Brand Crises; Brand Management; Influencer Marketing; Boycott; Marketing Strategy; Marketing Communications; Brands and Branding; Consumer Behavior; Social Media; Advertising; Social Issues; Public Opinion; Consumer Products Industry; Food and Beverage Industry; United States

Web

Adding Corporate Social Responsibility to the Mix | Social Enterprise | Harvard Business School

Social Responsibility: Strategies to Create Business and Social Value . Levy-Odom has found the experience to be a valuable one. “Being at HBS provided the framework to better coordinate all that we do at Time Inc. and how we present it... View Details

01 Jun 2014
News

Clubs Hopping

Amelia Angella (MBA 2001) (Photo courtesy of Amelia Angella) EMPOWERING NONPROFITS While the HBS Association of Boston's Community Action Partners (CAP) program actually began in 1993, they're marking its 20th anniversary this year. "We... View Details

01 May 2017
Blog Post

Getting Out of Your Comfort Zone at HBS

years, I wanted to learn more about how top corporate executives developed turnaround strategies for their companies and managed diverse teams. I also wanted to bring back those same strategies and... View Details

Web

Creating Brand Value - Course Catalog

long-term? What are the opportunities and challenges associated with geographic, target market, product line, and brand extensions? How can brand portfolio strategy and brand architecture increase the value of a firm’s brands? What's the... View Details

2021
Working Paper

Assessing the Strength of Network Effects in Social Network Platforms

By: Marco Iansiti

Network effects have risen to the forefront of platform competition discussions (e.g. the House Judiciary investigation of competition in digital markets, claiming that Facebook, for example, is entrenched due to strong network effects and high switching costs). While... View Details

Keywords: Social Networks; Platform Competition; Network Effects; Competition; Social Media; Digital Platforms

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10 May 2016
Other Presentation

Shared Value: A New Global Agenda

By: Michael E. Porter

Harvard Business School's Michael Porter introduces and engages World Bank President Jim Yong Kim in conversation on partnering with the private sector for delivering on global development goals. View Details

Keywords: Shared Value; Collective Impact; Corporate Social Responsibility and Impact; Value; Business and Community Relations; Cooperation; Society

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December 2010
Case

Digital Divide

By: Sunil Gupta

In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details

Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology

01 Jun 1999
News

Sheila Lirio Marcelo

also heaped another thirty hours per week onto her schedule working in community activities. At HBS, for example, she was a representative and chair of the Education Committee, helping classmates and faculty maintain View Details

Keywords: Marguerite Rigoglioso

March 1998 (Revised December 1999)
Case

Bronner Slosberg Humphrey

By: David E. Bell and Donald M Leavitt

Bronner Slosberg Humphrey has succeeded by providing integrated direct marketing solutions for major service companies such as AT&T, American Express, and FedEx. A new CEO takes over from the company's founder and is wondering how to grow the company. Options include... View Details

Keywords: Marketing; Growth and Development Strategy; Leading Change; Global Strategy; Service Operations; Competitive Strategy; Information Technology; Salesforce Management; Marketing Communications; Service Industry

20 Oct 2020
Blog Post

Exploring Technology and Public Impact Through the HBS/HKS Joint Degree Program

developing the company’s marketing and communications strategy around artificial intelligence (AI). I later spent several months on rotation with Google’s Public Policy team, where I helped to develop and... View Details

20 Jul 2022
News

Wired to be Inspired

scope of his thinking: You can’t talk about success and strategy without also understanding purpose, they said. Gulati was skeptical. But he decided to explore it, and in conversations with leaders like Blackrock CEO Larry Fink and... View Details

Keywords: Management of Companies and Enterprises; Management

01 Oct 1998
News

New Leadership for External Relations

terrific opportunity to encourage alumni support of HBS at a critical time in its history," notes Schroeder. "HBS has a stellar reputation, a world-class faculty, and a Dean with a compelling strategy for moving forward into the next... View Details

December 1992
Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details

Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany