Publications

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; Consumer Products Industry; United States

September 2012 (Revised May 2015)
Case

Philips-Visicu

By: Regina E. Herzlinger, Natalie Kindred and Sara M. McKinley

Would the advent of global payment models and ACOs create sufficient demand for a telemedicine offering covering the care continuum, from hospitals to the home? This was the decision facing Royal Philips Electronics (Philips), the Netherlands-based producer of... View Details

October 2023 (Revised April 2024)
Case

Accounting Red Flags or Red Herrings at Catalent? (A)

By: Joseph Pacelli, ZeSean Ali and Tom Quinn

Fund manager Janet Curie asked for a recommendation about the pharmaceutical company Catalent. The company seemed like a solid investment. However, a pair of research reports issued over the previous two months complicated this narrative. GlassHouse Research, a short... View Details

05 Dec 2006
First Look

First Look: December 5, 2006

Working PapersThe Industry R&D Survey — Patent Database Link Project Authors:William R. Kerr and Shihe Fu Abstract This paper details the construction of a firm-year panel dataset combining the NBER Patent Dataset with the View Details

Keywords: Sean Silverthorne

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

21 Apr 2015
News

The Special Ops Program That Put Woman in Afghanistan Warzones

Keywords: Publishing Industries (except Internet); Publishing Industries (except Internet)

Web

Field Course: Life Sciences Venture Creation - Course Catalog

careers within the life sciences Building a brand and community within the industry to leverage for help Building budgets; licensing/creating intellectual property; legal and regulatory considerations... View Details

01 Dec 2020
News

Kill Groupthink

or former college lacrosse teammates, you are limiting the likelihood of out-of-the-box ideas, Bouygues says. “What you want to think about is best-practice crossover across industries.” For a retail board, for example, the CEO would be expected to have the necessary... View Details

01 Jun 2018
News

In Memoriam: Hugo Uyterhoeven

Government, and the International Economy; and Industry and Competitive Analysis. Uyterhoeven also taught executives in the School’s Advanced Management Program (AMP), the International Senior Management Program (now part of AMP), and the... View Details

15 Nov 2018
Blog Post

Valuing an MBA: Beyond Dollars and “Sense"

African platinum mines. In my courses, I debated cases with classmates whose journeys to HBS are as remarkable as they are diverse, hearing from experts and case protagonists along the way. Outside of class, I listened to insightful and inspiring View Details

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; Consumer Products Industry; United States