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- Faculty Publications (3)
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- All HBS Web (22)
- Faculty Publications (3)
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- July 2023
- Case
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
By: Ayelet Israeli and Anne V. Wilson
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details
Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States
Israeli, Ayelet, and Anne V. Wilson. "Crocs: Using Community-Centric Marketing to Make Ugly Iconic." Harvard Business School Case 524-006, July 2023.
- March 2024 (Revised July 2024)
- Case
AMC: The Zero Revenue Case
By: C. Fritz Foley and Donal O'Cofaigh
The onset of the Covid-19 pandemic put theatre company AMC’s already perilous financial situation under even further strain. The company’s high levels of debt resulted in a monthly cash-burn which left it facing an imminent Chapter-11 filing in the absence of... View Details
Keywords: Ethics; Insolvency and Bankruptcy; Public Equity; Stock Shares; Health Pandemics; Entertainment and Recreation Industry
Foley, C. Fritz, and Donal O'Cofaigh. "AMC: The Zero Revenue Case." Harvard Business School Case 224-069, March 2024. (Revised July 2024.)
- December 2022 (Revised June 2023)
- Case
Hacking the U.S. Election: Russia's Misinformation Campaign
By: Shikhar Ghosh
The case discusses the relatively low technology approach used by Russia to influence the U.S. Presidential Election in 2016. Although political parties manipulating the media was not a new phenomenon, the Russians ran a broad, well-financed, and sophisticated social... View Details
Keywords: Political Elections; International Relations; Social Media; Power and Influence; Information; Russia; United States
Ghosh, Shikhar. "Hacking the U.S. Election: Russia's Misinformation Campaign." Harvard Business School Case 823-043, December 2022. (Revised June 2023.)
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
issue calls, known as hashtag challenges, to the community as a whole to make content in a spirit of brand love. For example, Chipotle issued a #boorito challenge at Halloween that asked its fans to post “before and after” videos of their costumes. View Details
Keywords: by John Deighton and Leora Kornfeld
- 21 Jul 2022
- Research & Ideas
Did Pandemic Stimulus Funds Spur the Rise of 'Meme Stocks'?
February 2021, for example, 72 percent received stimulus checks and half of them planned to invest those funds. To test their work further, researchers examined how Hong Kong’s similar cash payouts affected its markets, and found a similar pattern. Why the View Details
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
memes proliferated after a group of celebrities, including Gal Gadot, Jimmy Fallon, Natalie Portman, Cara Delevingne, and Will Ferrell, came together virtually to sing an inspirational version of John Lennon’s "Imagine." Instead... View Details
Keywords: by Jill Avery and Richard Edelman
- 21 May 2020
- Research & Ideas
Fighting the COVID Blues: Advice from Business Research
offer the same benefits. While use of social platforms has increased during the pandemic, with Facebook traffic rising by 50 percent in some countries, people don’t get a boost of oxytocin from these interactions. Seeing random photos of happy families or political... View Details
Keywords: by Dina Gerdeman and Danielle Kost