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All HBS Web
(1,187)
- Faculty Publications (165)
- March–April 2017
- Article
What's the Value of a Like?: Social Media Endorsements Don't Work the Way You Might Think
By: Leslie John, Daniel Mochon, Oliver Emrich and Janet Schwartz
Brands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon...
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Keywords:
Social and Collaborative Networks;
Consumer Behavior;
Marketing Strategy;
Digital Marketing;
Social Media
John, Leslie, Daniel Mochon, Oliver Emrich, and Janet Schwartz. "What's the Value of a Like? Social Media Endorsements Don't Work the Way You Might Think." Harvard Business Review 95, no. 2 (March–April 2017): 108–115.
- Article
Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’...
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Keywords:
Brands;
Marketing Effectiveness;
Brand Evaluation;
Peer Influence;
Brands and Branding;
Social and Collaborative Networks;
Social Media
John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
- December 2016
- Article
Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum
By: Ragnar Lund and Stephen A. Greyser
This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship...
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Keywords:
Sponsorship;
Co-marketing;
Partnerships;
International Marketing;
Arts Marketing;
Relationship Marketing;
Museums;
Resource Integration;
Marketing;
Partners and Partnerships;
Financial Institutions;
Arts
Lund, Ragnar, and Stephen A. Greyser. "Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum." Journal of Business and Policy Research 11, no. 2 (December 2016): 156–177.
- December 2016
- Article
Social Network Utilization and the Impact of Academic Research in Marketing
By: Stav Rosenzweig, Amir Grinstein and Elie Ofek
The forces that drive the impact of academic research articles in the marketing discipline are of great interests to authors, editors, and the discipline’s policy makers. A key understudied driver is social network utilization by academic researchers. In this paper, we...
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Keywords:
Social Networks;
Academic Reserach;
Human Capital;
Country Of Origin;
Scientometrics;
Social and Collaborative Networks;
Research;
Marketing;
Gender;
Human Resources;
Social Media
Rosenzweig, Stav, Amir Grinstein, and Elie Ofek. "Social Network Utilization and the Impact of Academic Research in Marketing." International Journal of Research in Marketing 33, no. 4 (December 2016): 818–839.
- October 2016
- Case
Triangulate: Stay, Pivot or Exit?
By: Thomas Eisenmann, Shikhar Ghosh and Christopher Payton
Sunil Nagaraj, Triangulate's founder had spent a few years trying to launch a dating application that matched users based on their behavior on social media. Based on input from advisors, the company changed its focus from a B2B site to a B2C dating site with a unique...
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Keywords:
Early Stage;
Pivot;
Two Sided Markets;
Business Model;
Business Exit or Shutdown;
Product Launch;
Venture Capital;
Failure;
Internet and the Web;
Entrepreneurship;
Information Technology;
Social and Collaborative Networks;
United States;
North America
Eisenmann, Thomas, Shikhar Ghosh, and Christopher Payton. "Triangulate: Stay, Pivot or Exit?" Harvard Business School Case 817-059, October 2016.
- September 2016 (Revised September 2017)
- Case
Collage.com: Scaling a Distributed Organization
By: Christopher Stanton and Shikhar Ghosh
Kevin Borders and Joe Golden, co-founders and co-CEOs of Collage.com, must decide how to grow their custom photo-products startup in the face of fierce competition. From 2011 through 2016, the business evolved from a hobby to a startup with $22 million in revenue and...
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Keywords:
Remote Work;
Internet and the Web;
Organizational Structure;
Competitive Strategy;
Employees;
Business Startups;
Growth and Development Strategy;
Consumer Products Industry;
Service Industry
Stanton, Christopher, and Shikhar Ghosh. "Collage.com: Scaling a Distributed Organization." Harvard Business School Case 817-038, September 2016. (Revised September 2017.)
- 2016
- Working Paper
More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors
By: Ragnar Lund and Stephen A. Greyser
Organizations in the field of sports are becoming increasingly dependent on sponsors for their value creation and growth. Studies suggest that sports organizations (rights-holders) often fail to exploit the full potential of such sponsorship partnerships. The aim of...
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Keywords:
Sponsorship;
"Sports Organizations,;
Case Study;
Europe;
Business Relationships;
Collaborative Marketing;
Value Co-creation;
Relationship Portfolio Management;
Value Creation;
Cases;
Marketing;
Sports;
Sports Industry;
Europe
Lund, Ragnar, and Stephen A. Greyser. "More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors." Harvard Business School Working Paper, No. 16-139, June 2016.
- May 25, 2016
- Comment
How Consumers and Businesses are Reshaping Public Health
By: John A. Quelch
Healthcare and education are two issues in which citizens around the world, rich and poor, are passionately interested. It has long been appreciated that the way that a society treats its youngest and oldest members says much about its moral maturity. Economic...
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Keywords:
Healthcare;
Consumer Power;
Innovation In Healthcare Delivery;
Mobile Healthcare;
Transition;
Transformation;
Trends;
Customer Satisfaction;
Customer Value and Value Chain;
Health Care and Treatment;
Information;
Collaborative Innovation and Invention;
Independent Innovation and Invention;
Innovation and Management;
Innovation Leadership;
Management;
Marketing;
Markets;
Planning;
Problems and Challenges;
Biotechnology Industry;
Chemical Industry;
Consumer Products Industry;
Distribution Industry;
Fashion Industry;
Food and Beverage Industry;
Green Technology Industry;
Health Industry;
Insurance Industry;
Medical Devices and Supplies Industry;
Pharmaceutical Industry;
Public Administration Industry;
South America;
North and Central America;
Middle East;
Europe;
Asia
Quelch, John A. "How Consumers and Businesses are Reshaping Public Health." Harvard Business School Working Knowledge (May 25, 2016).
- May 2016
- Case
Revitalizing State Bank of India
By: Srikant M. Datar, N. M. Bhatta, Rishikesha T. Krishnan and Rachna Tahilyani
State Bank of India is India’s oldest and largest bank with the government of India as its majority shareholder. Arundhati Bhattacharya, a 35-year veteran of the bank, is appointed as its chairman in October 2013. Her appointment coincides with Moody’s downgrading the...
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Keywords:
Change Management;
Transformation;
Communication Strategy;
Leadership Style;
Organizational Culture;
Organizational Change And Adaptation;
Performance Evaluation;
Culture;
Corporate Social Responsibility And Impact;
Human Resources;
Employees;
Compensation And Benefits;
Recruiting;
Capital Markets;
Performance Expectations;
Financial Services Industry;
Asia;
India
Datar, Srikant M., N. M. Bhatta, Rishikesha T. Krishnan, and Rachna Tahilyani. "Revitalizing State Bank of India." Harvard Business School Case 116-043, May 2016.
- Article
The Radical Flank Effect and Cross-occupational Collaboration for Technology Development during a Power Shift
By: Emily Truelove and Katherine C. Kellogg
This 12-month ethnographic study of an early entrant into the U.S. car-sharing industry demonstrates that when an organization shifts its focus from developing radical new technology to incrementally improving this technology, the shift may spark an internal power...
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Keywords:
Groups and Teams;
Conflict and Resolution;
Power and Influence;
Perception;
Behavior;
Collaborative Innovation and Invention
Truelove, Emily, and Katherine C. Kellogg. "The Radical Flank Effect and Cross-occupational Collaboration for Technology Development during a Power Shift." Administrative Science Quarterly 61, no. 4 (December 2016): 662–701.
- 2016
- Teaching Note
Advanced Leadership Pathways: Laurent Adamowicz and Bon'App
By: Rosabeth M. Kanter, Tessa Natanay Hamilton and Ai-Ling Jamila Malone
Teaching Note for Case 314-028. After a successful career as Chairman and CEO of Paris-based luxury food company, Fauchon, Laurent Adamowicz sought to provide a solution to a large scale complex problem. Ultimately, Adamowicz created a mobile application to provide...
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Keywords:
Nutritional Information;
Obesity;
Weight Loss;
App Development;
Business Startups;
Nutrition;
Health;
Information;
Mobile and Wireless Technology;
Entrepreneurship;
Social Enterprise;
Information Technology Industry;
Health Industry
Kanter, Rosabeth M., Tessa Natanay Hamilton, and Ai-Ling Jamila Malone. "Advanced Leadership Pathways: Laurent Adamowicz and Bon'App." Harvard Business Publishing Teaching Note 316-025, 2016.
- March 2016
- Teaching Note
Advanced Leadership Pathways: Laurent Adamowicz and Bon'App
By: Rosabeth Moss Kanter, Tessa Natanay Hamilton and Ai-Ling Jamila Malone
After a successful career as Chairman and CEO of Paris-based luxury food company, Fauchon, Laurent Adamowicz sought to provide a solution to a large scale complex problem. Ultimately, Adamowicz created a mobile application to provide consumers with more accessible and...
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- January 2016
- Case
Open Innovation at Fujitsu (A)
By: Amy C. Edmondson and Jean-François Harvey
This case study examines the open innovation journey at Fujitsu, a global information and communication technology company. The case ends with the location decision between Tokyo, Japan, downtown San Francisco or Sunnyvale, California, regarding establishing a small...
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Keywords:
Open Innovation;
Collaboration;
Culture Change;
Leadership;
Japan;
United States;
Inter-organizational Relationships;
Teaming;
Maker Movement;
Nascent Industries;
Change Management;
Leading Change;
Organizational Culture;
Emerging Markets;
Collaborative Innovation and Invention;
Information Technology Industry;
Technology Industry;
Sunnyvale;
Tokyo;
San Francisco
Edmondson, Amy C., and Jean-François Harvey. "Open Innovation at Fujitsu (A)." Harvard Business School Case 616-034, January 2016.
- January 2016
- Supplement
Open Innovation at Fujitsu (B)
By: Amy C. Edmondson and Jean-François Harvey
This add-on case study reveals the location decision that was made in front of the challenge presented in case study #616-034.
The launch of the Open Innovation Gateway (OIG) was a success. Fujitsu's management team now had to figure out the best way to continue to...
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Keywords:
Open Innovation;
Collaboration;
Culture Change;
Inter-organizational Relationships;
Teaming;
Maker Movement;
Nascent Industries;
Change Management;
Leading Change;
Organizational Culture;
Leadership;
Emerging Markets;
Collaborative Innovation and Invention;
Information Technology Industry;
Technology Industry;
Japan;
United States;
Sunnyvale
Edmondson, Amy C., and Jean-François Harvey. "Open Innovation at Fujitsu (B)." Harvard Business School Supplement 616-035, January 2016.
- January 2016
- Case
Haiti Hope: Innovating the Mango Value Chain
By: Amy C. Edmondson and Jean-François Harvey
This case study examines a market-based approach to economic development through the eyes of NGO TechnoServe's project manager, implementing a US$9.5 million five-year public-private partnership between Coca-Cola, IDB, and USAID. The case ends at the beginning of the...
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Keywords:
Sustainability;
Economic Development;
Corporate Social Responsibility;
Emerging Country;
Teaming;
Public-private Partnership;
Inter-organizational Relationships;
Collaboration;
Strategy Implementation;
Agricultural Commodity;
Plant-Based Agribusiness;
Public Sector;
Supply Chain Management;
Customer Value and Value Chain;
Corporate Social Responsibility and Impact;
Learning;
Partners and Partnerships;
Private Sector;
Developing Countries and Economies;
Social Enterprise;
Food and Beverage Industry;
Agriculture and Agribusiness Industry;
Haiti
Edmondson, Amy C., and Jean-François Harvey. "Haiti Hope: Innovating the Mango Value Chain." Harvard Business School Case 616-040, January 2016.
- 2015
- Working Paper
Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum
By: Ragnar Lund and Stephen A. Greyser
Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with...
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Lund, Ragnar, and Stephen A. Greyser. "Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum." Harvard Business School Working Paper, No. 16-041, October 2015.
- 2015
- Working Paper
The Wisdom of Crowds in Operations: Forecasting Using Prediction Markets
By: Achal Bassamboo, Ruomeng Cui and Antonio Moreno
Prediction is an important activity in various business processes, but it becomes difficult when historical information is not available, such as forecasting demand of a new product. One approach that can be applied in such situations is to crowdsource opinions from...
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Keywords:
Wisdom Of Crowds;
Demand Forecasting;
Price Forecasting;
Forecasting and Prediction;
Social and Collaborative Networks;
Size;
Performance
Bassamboo, Achal, Ruomeng Cui, and Antonio Moreno. "The Wisdom of Crowds in Operations: Forecasting Using Prediction Markets." Working Paper, October 2015.
- 2015
- Article
The Nobel Prize: The Identity of a Corporate Heritage Brand
By: Mats Urde and Stephen A. Greyser
Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details
Keywords:
Nobel Prize;
Brand Stewardship;
Corporate Brand Identity;
Corporate Heritage Brand;
Heritage Brand Identity Process;
Networked Brand;
Organizations;
Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: The Identity of a Corporate Heritage Brand." Journal of Product & Brand Management 24, no. 4 (2015): 318–332.
- January 2015 (Revised October 2016)
- Case
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery, Anat Keinan and Liz Kind
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the...
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Keywords:
Luxury Goods;
Brand Building;
Brand Management;
Hospitality;
Hotels;
Digital Marketing;
Brand Positioning;
Luxury Service;
Airbnb;
Sharing Economy;
Collaborative Consumption;
Disruptive Business Model;
Travel;
Alternatives To Hotel;
Branding;
Customer Service;
Exceeding Consumer Expectations;
Client Acquisition;
Reputation Management;
Word Of Mouth;
2-way Business Model;
Marketing;
Marketing Strategy;
Brands and Branding;
Luxury;
Disruption;
Business Model;
Entrepreneurship;
E-commerce;
Accommodations Industry;
Tourism Industry;
Travel Industry;
United Kingdom
Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
- January 2015 (Revised September 2015)
- Supplement
Sanford C. Bernstein Goes to Asia (B)
By: Linda A. Hill and Allison J. Wigen
This case supplements "Sanford C. Bernstein Goes to Asia." Updates readers on Ghislain de Charentenay's first full year as director of Asian Research at Sanford C. Bernstein in Hong Kong and actions taken by the firm in FY2013.
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Keywords:
Collaboration;
Talent Management;
Leadership;
Talent and Talent Management;
Management;
Organizational Design;
Emerging Markets;
Globalization;
Hong Kong
Hill, Linda A., and Allison J. Wigen. "Sanford C. Bernstein Goes to Asia (B)." Harvard Business School Supplement 415-041, January 2015. (Revised September 2015.)