Publications

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March 2008 (Revised May 2008)
Case

Blogging at BzzAgent

BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. He sees the firm's blog--the BeeLog--as a way for the firm to participate in conversations with clients,... View Details

Keywords: Blogs; Marketing Communications; Social and Collaborative Networks; Advertising Industry

January 2006 (Revised November 2006)
Case

Blogs at Dresdner Kleinwort Wasserstein (A)

In May 2005, JP Rangaswami, the chief information officer at investment bank Dresdner Kleinwort Wasserstein (DrKW), wonders how to extend the bank's use of blogs. Corporations are now increasingly using these tools to diffuse news, opinions, and knowledge and improve... View Details

Keywords: Blogs; Information Technology; Performance Productivity; Governance Compliance; Investment Banking; Banking Industry; Financial Services Industry

2013
Book

Managing Startups: Best Blog Posts

By: Tom Eisenmann

Harvard Business School Professor Tom Eisenmann annually compiles the best posts from many blogs on technology startup management, primarily for the benefit of his students. This book makes his latest collection available to the broader entrepreneur community. Divided... View Details

Keywords: Lean Startup; Startup; Prototyping; MVP; Minimum Viable Product; Freemium; SaaS; A/B Testing; Business Model

January 2006 (Revised November 2006)
Supplement

Blogs at Dresdner Kleinwort Wasserstein (B)

2013
Chapter

FollowMe.IntDev.Com: International Development in the Blogosphere

By: Ryann Manning

This chapter 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: International Development; Blogging; Social Media; Public Sphere; Blogs; Equality and Inequality; Globalization; Social and Collaborative Networks; Developing Countries and Economies

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February 2019 (Revised February 2020)
Case

Koita Foods

By: Lynda M. Applegate, Elie Ofek and Michael Norris

In 2018, Mustafa Koita, Founder and CEO of Dubai-based organic milk company Koita has to decide whether or not to pursue an investment from a potential competitor who is coming into his local market. View Details

Keywords: Organic Milk; Mom Blog; Entrepreneurship; Cash Flow; Food; Growth Management; Investment; Social Marketing; Ownership Stake; Agriculture and Agribusiness Industry; Food and Beverage Industry; United Arab Emirates; Dubai

May 2021
Supplement

Paul Levy: Confronting a 'Corporate Campaign' (B)

By: James K. Sebenius and Isaac Silberberg

Paul Levy, CEO of the Beth Israel Deaconess Medical Center hospital is faced with a formidable negotiation campaign to unionize staff at BIDMC. Armed only with his personal blog, does Paul stand a chance against the union's multi-million dollar organizing budget? View Details

Keywords: Healthcare; Healthcare Industry; Hospital Management; Unions; Negotiation Campaign; Blog; Health Care and Treatment; Labor; Labor Unions; Labor and Management Relations; Negotiation; Strategy; Social Media; Health Industry; Massachusetts; United States

January 2015
Case

The Blonde Salad

By: Anat Keinan, Kristina Maslauskaite, Sandrine Crener and Vincent Dessain

In 2014, Chiara Ferragni, a globe-trotting founder of the world's most popular fashion blog The Blonde Salad, and Riccardo Pozzoli, her co-founder and business partner, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni... View Details

November 2015
Case

Advanced Leadership Pathways: Beatriz Cardoso and Education in Brazil

By: Rosabeth M. Kanter, Daniella Suarez and Ai-Ling Jamila Malone

Beatriz Cardoso, founder of Laboratório de Educação (Education Laboratory) had a dream to propel Brazilian education. However challenges in fundraising made it difficult to scale up her project, based on helping adults help children improve their literacy skills. To... View Details

Other Article

#HerImpact: Leading the Innovation Lifecycle

By: Lynda M. Applegate

This blog post describes how entrepreneurs can scale their leadership and organization as they scale their business. View Details

Keywords: Innovation ＆ Entrepreneurship; Life-cycle; Innovation and Management; Entrepreneurship; Beauty and Cosmetics Industry; United States

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Article

Dying Is Unexpectedly Positive

By: Amelia Goranson, Ryan S. Ritter, Adam Waytz, Michael I. Norton and Kurt Gray

In people’s imagination, dying seems dreadful; however, these perceptions may not reflect reality. In two studies, we compared the affective experience of people facing imminent death with that of people imagining imminent death. Study 1 revealed that blog posts of... View Details

Keywords: Death; Language; LIWC; Positivity; Affective Forecasting; Open Materials; Perspective; Attitudes

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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

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August 2014
Teaching Plan

The Huffington Post

By: Thomas R. Eisenmann

In February 2010, management of the Huffington Post, a fast-growing but not-yet-profitable Internet newspaper that aggregates blog posts from unpaid contributors and excerpts of stories originally published by other news sites, faces a number of decisions about its... View Details

Keywords: Internet and the Web; Newspapers; Entrepreneurship; Growth and Development Strategy; Journalism and News Industry

May 20, 2010
Article

Leaders’ Blindspots Undermine Their Global Language Policies

By: Tsedal Neeley

Editor’s note: This post is part of a six-week blog series on how leadership might look in the future. The conversations generated by these posts will help shape the agenda of a symposium on the topic in June 2010, hosted by HBS’s Nitin Nohria, Rakesh Khurana, and... View Details

Keywords: Culture; Diversity

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07 Nov 2007
Op-Ed

How Marketing Hype Hurt Boeing and Apple

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Last month, Boeing stock went wobbly on... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

April 19, 2018
Article

4 Ways to Improve Your Content Marketing

By: Frank V. Cespedes and Russ Heddleston

In the past decade, content marketing has become a widely established practice. Companies have hired writers and chief content officers to run departments as well as create blogs and other materials—in the process, some have assured sales people that content marketing... View Details

Keywords: Marketing; Marketing Communications; Sales; Performance Improvement

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March 2010 (Revised October 2010)
Case

The Huffington Post

By: Thomas R. Eisenmann, Toby E. Stuart and David Kiron

In Feb. 2010, management of the Huffington Post, a fast-growing but not-yet-profitable Internet newspaper that aggregates blog posts from unpaid contributors and excerpts of stories originally published by other news sites, faces a number of decisions about its growth... View Details

Keywords: Networks; Business Model; Cost vs Benefits; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Publishing Industry; Media and Broadcasting Industry