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- 2022
- Working Paper
Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers
By: Magie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on an influencer’s reputation. We collect a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in...
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Keywords:
Influencer Marketing;
Social Influencers;
Brand;
Sponsorship;
Video Analytics;
Marketing;
Brands and Branding;
Media;
Reputation
Cheng, Magie, and Shunyuan Zhang. "Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers." Harvard Business School Working Paper, No. 22-067, April 2022.
- April 2022
- Article
Does Context Outweigh Individual Characteristics in Driving Voting Behavior? Evidence from Relocations within the U.S.
By: Enrico Cantoni and Vincent Pons
We measure the overall influence of contextual versus individual factors (e.g., voting rules and media as opposed to race and education) on voter behavior, and explore underlying mechanisms. Using a U.S.-wide voter-level panel, 2008–18, we examine voters who relocate...
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Keywords:
Voting;
Behavior;
Geographic Location;
Personal Characteristics;
Situation or Environment;
United States
Cantoni, Enrico, and Vincent Pons. "Does Context Outweigh Individual Characteristics in Driving Voting Behavior? Evidence from Relocations within the U.S." American Economic Review 112, no. 4 (April 2022): 1226–1272.
- March 2022
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Social Media;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Advertising Industry;
United States
- March 2022
- Case
The Goldman Sachs 10,000 Small Businesses Program: 2009-2021
By: Leonard A. Schlesinger and Julia Kelley
In December 2021, more than a decade after its founding, Goldman Sachs’s 10,000 Small Businesses program was still going strong — and the firm now needed to evaluate potential program modifications to reach a wider group of small business owners. Launched in the...
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Keywords:
COVID-19 Pandemic;
Small Business;
Business Education;
Curriculum and Courses;
Government and Politics;
Knowledge;
Knowledge Dissemination;
Labor;
Employment;
Human Capital;
Management;
Goals and Objectives;
Organizations;
Mission and Purpose;
Corporate Social Responsibility and Impact;
Programs;
Networks;
Social Enterprise;
Society;
Strategy;
Demographics;
Diversity;
Financial Services Industry;
North and Central America;
United States;
New York (city, NY);
New York (state, US)
Schlesinger, Leonard A., and Julia Kelley. "The Goldman Sachs 10,000 Small Businesses Program: 2009-2021." Harvard Business School Case 322-052, March 2022.
- March 2022
- Case
Nexleaf Analytics: Saving the World Using the Internet of Things
By: Frank Nagle
In 2019, a decade after co-founding Nexleaf Analytics, CEO Nithya Ramanathan faced an important decision that would impact the ability of the small, but growing, not-for-profit organization to thrive for another decade. Their sensor technologies and big data analytics...
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- January 2022 (Revised April 2022)
- Case
OneTen: One Million Careers for Black Talent
By: Boris Groysberg, V. Kasturi Rangan, Annelena Lobb and Kerry Herman
The OneTen case study examines the nonprofit organization’s origin story. Its founding team includes a roster of corporate superstars—Ken Chenault (former CEO of American Express), Ken Frazier (former CEO of Merck), Charles Phillips (chair of Infor), Ginni Rometty...
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- January 2022
- Background Note
Common Prosperity? China Shifts Left
By: William C. Kirby and Noah B. Truwit
Since the founding of the People’s Republic of China in 1949, the ruling Chinese Communist Party (CCP) has been mistrustful of entrepreneurs and the private sector that operates outside the government’s authority. In its first decades under Mao Zedong, the CCP...
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Keywords:
Market Reform;
Gdp;
Government Administration;
Government and Politics;
Private Sector;
Governing Rules, Regulations, and Reforms;
Economy;
Globalized Economies and Regions;
Entrepreneurship;
Business and Government Relations;
Globalized Markets and Industries;
Social Issues;
Society;
Economic Growth;
China
- January 2022 (Revised February 2022)
- Case
Second Harvest Heartland: Ending Hunger Together
By: V. Kasturi Rangan and Courtney Han
In March 2020, Second Harvest Heartland, one of six Foodbanks serving Minnesota, was caught in the COVID-19 emergency with considerably more people exposed to hunger and food insecurity. Its management team led by CEO Allison O’Toole and COO Thierry Ibri alertly...
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Keywords:
COVID-19 Pandemic;
Food Insecurity;
Social Enterprise;
Food;
Health Pandemics;
Crisis Management;
Strategy;
Adaptation;
Social Issues;
Mission and Purpose;
Decision Making;
United States;
Minnesota
Rangan, V. Kasturi, and Courtney Han. "Second Harvest Heartland: Ending Hunger Together." Harvard Business School Case 522-062, January 2022. (Revised February 2022.)
- January 3, 2022
- Other Article
Pushing Social Media Platforms to Self-Regulate
By: Michael A. Cusumano, David B. Yoffie and Annabelle Gawer
Cusumano, Michael A., David B. Yoffie, and Annabelle Gawer. "Pushing Social Media Platforms to Self-Regulate." Regulatory Review (January 3, 2022). (Editorial.)
- January 2022
- Case
VidyaGyan: Bridging the Rural Urban Divide
By: Prithwiraj Choudhury, Rachna Chawla, Kairavi Dey and Anjali Raina
Set up in 2008, VidyaGyan was a residential school for children in grades 6-12 from low-income rural families in Uttar Pradesh in northern India. It was the brainchild of Shiv Nadar and Cabinet Secretary T.S.R. Subramanian, who recognized the enormous potential hidden...
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- December 2021
- Case
Green Monday
By: José B. Alvarez, Billy Chan and Dawn H. Lau
This case describes the entrepreneurial journey of David Yeung, from campaigning for plant-based diets to building Green Monday, a purpose-driven business and an ecosystem based in Hong Kong comprising a retail platform, an alternative meat brand (“OmniPork”), a...
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Keywords:
Agribusiness;
Plant-Based Agribusiness;
Social Enterprise;
Entrepreneurship;
Business Startups;
Business Model;
Mission and Purpose;
Growth and Development Strategy;
Agriculture and Agribusiness Industry;
Food and Beverage Industry;
Retail Industry;
Hong Kong;
China;
Asia
Alvarez, José B., Billy Chan, and Dawn H. Lau. "Green Monday." Harvard Business School Case 522-056, December 2021.
- December 2021
- Article
Left- and Right-Leaning News Organizations Use Negative Emotional Content and Elicit User Engagement Similarly
By: Andrea Bellovary, Nathaniel Young and Amit Goldenberg
Negativity has historically dominated news content; however, little research has examined how news organizations use affect on social media, where content is generally positive. In the current project we ask a few questions: Do news organizations on Twitter use...
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Keywords:
Social Media;
Negative Press;
Twitter;
Political Affiliation;
Affect;
News;
Media;
Online Technology;
Emotions;
Perspective
Bellovary, Andrea, Nathaniel Young, and Amit Goldenberg. "Left- and Right-Leaning News Organizations Use Negative Emotional Content and Elicit User Engagement Similarly." Affective Science 2, no. 4 (December 2021): 391–396.
- December 2021
- Article
Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations
By: Jonas Paul Schöne, Brian Parkinson and Amit Goldenberg
What type of emotional language spreads further in political discourses on social media? Previous research has focused on situations that primarily elicited negative emotions, showing that negative language tended to spread further. The current project extends existing...
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Keywords:
Social Media;
Negative Emotions;
Emotional Influence;
Emotional Resonance;
Political Discourse;
Emotion Contagion;
Intergroup;
Interactive Communication;
Emotions;
Government and Politics
Schöne, Jonas Paul, Brian Parkinson, and Amit Goldenberg. "Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations." Affective Science 2, no. 4 (December 2021): 379–390.
- 30 Nov 2021
- Interview
TikTok: Super App or Supernova?
By: Jeffrey F. Rayport and Brian Kenny
TikTok’s parent company, ByteDance, was launched in 2012 around the simple idea of helping users entertain themselves on their smartphones while on the Beijing Subway. By May 2020, TikTok operated in 155 countries and had roughly 1 billion monthly active users, placing...
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Keywords:
Apps;
Social Media;
Artificial Intelligence;
Business Startups;
Mobile and Wireless Technology;
Business Model;
Digital Platforms;
Growth and Development Strategy;
AI and Machine Learning
"TikTok: Super App or Supernova?" Cold Call (podcast), HBS Working Knowledge, November 30, 2021. (Interviewed by Brian Kenny.)
- November 2021
- Case
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making...
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Keywords:
Marketing And Society;
Brands;
Fashion;
Inclusion;
Consumer;
Corporate Social Responsibility;
Retail;
Apparel;
Disability;
Accessibility;
Marketing;
Brands and Branding;
Marketing Communications;
Product Marketing;
Social Marketing;
Product Launch;
Product Positioning;
Marketing Strategy;
Social Enterprise;
Society;
Corporate Social Responsibility and Impact;
Social Issues;
Consumer Behavior;
Fashion Industry;
Consumer Products Industry;
Apparel and Accessories Industry;
Retail Industry;
United States;
North America
Keenan, Elizabeth A., Sandra J. Sucher, and Shalene Gupta. "Tommy Hilfiger Adaptive: Fashion for All." Harvard Business School Case 522-053, November 2021.
- 2021
- Working Paper
Does Social Media Cause Polarization? Evidence from Access to Twitter Echo Chambers during the 2019 Argentine Presidential Debate
By: Rafael Di Tella, Ramiro H. Gálvez and Ernesto Schargrodsky
We study how two groups, those inside vs. those outside echo chambers, react to a political event when we vary social media status (Twitter). Our treatments mimic two strategies often suggested as a way to limit polarization on social media: they expose people to...
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Keywords:
Political Polarization;
Social Media;
Political Elections;
Online Technology;
Attitudes;
Argentina
Di Tella, Rafael, Ramiro H. Gálvez, and Ernesto Schargrodsky. "Does Social Media Cause Polarization? Evidence from Access to Twitter Echo Chambers during the 2019 Argentine Presidential Debate." NBER Working Paper Series, No. 29458, November 2021.
- October 2021 (Revised February 2022)
- Case
Hospital 57357: Aligning Performance Towards a Vision of a Cancer-Free Childhood
By: Susanna Gallani and Youssef Abdel Aal
The case follows the Children Cancer Hospital in Egypt, also known as Hospital 57357, as it goes through the roll-out of a new performance management system, which Dr. Sherif Abouel Naga, founder and CEO of the hospital, had championed. This was a critical juncture as...
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Keywords:
Healthcare;
Performance Management;
Performance Incentives;
Strategic Alignment;
Health Care and Treatment;
Nonprofit Organizations;
Strategy;
Alignment;
Performance Evaluation;
Mission and Purpose;
Change Management;
Health Industry;
Egypt;
Middle East
Gallani, Susanna, and Youssef Abdel Aal. "Hospital 57357: Aligning Performance Towards a Vision of a Cancer-Free Childhood." Harvard Business School Case 122-041, October 2021. (Revised February 2022.)
- 2021
- Working Paper
The Business of K-12 Education in China
By: Geoffrey Jones and Yuhai Wu
This working paper examines the evolution of K-12 education in China, especially between 1985 and the present day, drawing extensive interviews with participants in the educational sector. China has been hugely successful in reaching almost 100 percent literacy,...
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Keywords:
K-12 Education;
China;
Real Estate;
Early Childhood Education;
Performance Evaluation;
Teaching;
Governing Rules, Regulations, and Reforms;
Personal Development and Career;
Social Issues;
Nonprofit Organizations;
Private Sector;
Education Industry;
Real Estate Industry;
China
Jones, Geoffrey, and Yuhai Wu. "The Business of K-12 Education in China." Harvard Business School Working Paper, No. 22-022, October 2021.
- October 2021 (Revised January 2022)
- Case
Project Maji: Pricing Water in Sub-Saharan Africa
By: Elie Ofek, Marco Bertini, Dilyana Karadzhova Botha and Esel Çekin
In July 2021, Sunil Lalvani, founder and CEO of Project Maji, a non-profit social enterprise headquartered in Dubai that had already provided sustainable, clean water solutions to 80,000 people living in rural communities across Ghana and Kenya, was facing an important...
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Keywords:
Water;
Pricing;
Nonprofit Organizations;
Projects;
Price;
Decision Making;
Social Enterprise;
Growth and Development Strategy;
Equity;
Green Technology;
Social and Collaborative Networks;
Africa;
Dubai
Ofek, Elie, Marco Bertini, Dilyana Karadzhova Botha, and Esel Çekin. "Project Maji: Pricing Water in Sub-Saharan Africa." Harvard Business School Case 522-043, October 2021. (Revised January 2022.)
- October 2021
- Exercise
Janet Ames (D)
By: Brian Trelstad
The final case in the series of Janet Ames looks at the challenges of managing a nonprofit and what to do in the instance of suspected fraud.
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Trelstad, Brian. "Janet Ames (D)." Harvard Business School Exercise 322-051, October 2021.