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Show Results For
-
All HBS Web
(4,213)
- People (8)
- News (764)
- Research (2,800)
- Events (12)
- Multimedia (13)
- Faculty Publications (1,672)
- April 1990 (Revised November 1992)
- Case
Population Services International: The Social Marketing Project in Bangladesh (Abridged)
By: James E. Austin
Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an...
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Keywords:
Conferences;
Developing Countries and Economies;
Information Publishing;
Growth and Development Strategy;
Marketing Strategy;
Social Marketing;
Agreements and Arrangements;
Product;
Nonprofit Organizations;
Pharmaceutical Industry;
Bangladesh;
Washington (state, US)
Austin, James E. "Population Services International: The Social Marketing Project in Bangladesh (Abridged)." Harvard Business School Case 590-061, April 1990. (Revised November 1992.)
- August 2012
- Teaching Note
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in...
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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.
- May–June 2019
- Article
U-Shaped Conformity in Online Social Networks
By: Monic Sun, Michael Zhang and Feng Zhu
We explore how people balance their needs to belong and to be different from their friends by studying their choices of a virtual-house wall color on a leading Chinese social-networking site. The setting enables us to randomize both the popular color and the adoption...
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Keywords:
Conformity;
Normative Social Influence;
Social Networks;
Field Experiment;
Social and Collaborative Networks;
Behavior;
Attitudes;
Social Media
Sun, Monic, Michael Zhang, and Feng Zhu. "U-Shaped Conformity in Online Social Networks." Marketing Science 38, no. 3 (May–June 2019): 461–480.
- 16 Mar 2016
- Video
Testing Your Social Venture: Iterating Based on Market Feedback
- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders....
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Keywords:
Mastercard;
Financial Services;
Ingredient Brand;
B2B2C;
Experiential Marketing;
Digital Marketing;
ROI;
Marketing;
Customer Focus and Relationships;
Business and Stakeholder Relations;
Brands and Branding;
Internet and the Web;
Investment Return;
Financial Services Industry
Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
- 2007
- Working Paper
Proprietary vs. Open Two-Sided Platforms and Social Efficiency
By: Andrei Hagiu
This paper identifies a fundamental economic welfare tradeoff between two-sided open platforms and two-sided proprietary (closed) platforms connecting consumers and producers. Proprietary platforms create two-sided deadweight losses through monopoly pricing but at the...
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Keywords:
Two-Sided Markets;
Platforms;
Indirect Network Effects;
Product Variety;
Social Efficiency;
Two-Sided Platforms;
Network Effects;
Welfare or Wellbeing
Hagiu, Andrei. "Proprietary vs. Open Two-Sided Platforms and Social Efficiency." Harvard Business School Working Paper, No. 07-095, May 2007.
- September 2014 (Revised May 2017)
- Case
Fresno's Social Impact Bond for Asthma
By: John A. Quelch and Margaret L. Rodriguez
In 2014, Social Impact Bonds (SIBs) were quickly gaining popularity as an investment vehicle which joined together private investors and nonprofits to tackle social issues. Although numerous SIB projects and proposals had cropped up across the U.S. following the launch...
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Keywords:
Social Enterprise;
Health Care;
Marketing;
Bonds;
Financing;
Asthma;
Air Pollution;
Air Quality;
Chronic Disease;
Public Health;
Health;
Health Care and Treatment;
Finance;
Health Industry;
Financial Services Industry;
United States
Quelch, John A., and Margaret L. Rodriguez. "Fresno's Social Impact Bond for Asthma." Harvard Business School Case 515-028, September 2014. (Revised May 2017.)
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
increased by 200 percent in the past eight years, rising from 3.5 percent of marketing budgets in 2009 to 10.5 percent in February 2017, according to The CMO Survey 2017. And that upward climb is expected to continue: View Details
- August 2011 (Revised September 2011)
- Supplement
The Dannon Company: Marketing and Corporate Social Responsibility (B)
By: Christopher Marquis and Bobbi Thomason
Details Dannon's decision to initiate a cause marketing program focused on breast cancer to directly compete with Yoplait.
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Marquis, Christopher, and Bobbi Thomason. "The Dannon Company: Marketing and Corporate Social Responsibility (B)." Harvard Business School Supplement 412-047, August 2011. (Revised September 2011.)
- March 2022
- Case
DealShare: Social E-Commerce for the Indian Mass Market
By: Krishna G. Palepu and Malini Sen
Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to...
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Keywords:
Business Model;
Disruption;
Trends;
Talent and Talent Management;
Customer Focus and Relationships;
Value;
Cost vs Benefits;
Value Creation;
Internet and the Web;
India
Palepu, Krishna G., and Malini Sen. "DealShare: Social E-Commerce for the Indian Mass Market." Harvard Business School Case 322-099, March 2022.
- 1999
- Working Paper
Social Enterprise Series No. 12: Philanthropic Social Capital Markets Performance Driven Philanthropy
By: Allen Grossman
Grossman, Allen. "Social Enterprise Series No. 12: Philanthropic Social Capital Markets Performance Driven Philanthropy." Harvard Business School Working Paper, No. 00-002, July 1999. (Presented at December 2001 Human Interaction Research Institute at 40 Conference. Monograph available from HIRI.)
- July 2018
- Article
Marketplaces, Markets, and Market Design
By: Alvin E. Roth
Marketplaces are often small parts of large markets, and both markets and marketplaces come in many varieties. Market design seeks to understand what marketplaces must accomplish to enable different kinds of markets. Marketplaces can have varying degrees of success,...
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Roth, Alvin E. "Marketplaces, Markets, and Market Design." American Economic Review 108, no. 7 (July 2018): 1609–1658.
- January 2021 (Revised October 2021)
- Case
eToro: Building the World's Largest Social Trading Network
By: Elie Ofek and Danielle Golan
Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make...
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Keywords:
Social Trading Platform;
Investment;
Social and Collaborative Networks;
Marketing Strategy;
Expansion;
Digital Platforms
Ofek, Elie, and Danielle Golan. "eToro: Building the World's Largest Social Trading Network." Harvard Business School Case 521-057, January 2021. (Revised October 2021.)
- 2023
- Working Paper
The Value of Professional Ties in B2B Markets
By: Navid Mojir and Sriya Anbil
We study how a particular form of social ties (i.e., professional ties proxied by past employment) affects price and profitability in business-to-business (B2B) markets. While most of the work on social ties focuses on information diffusion in business-to-consumer...
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Keywords:
Professional Ties;
Social Ties;
Business-to-business Marketing;
B2B Marketing;
Repo;
Individual Connections;
B2B Pricing;
Pricing;
Decision-making In Financial Markets;
Marketing;
Relationships;
Price;
Financial Markets;
Decision Making
Mojir, Navid, and Sriya Anbil. "The Value of Professional Ties in B2B Markets." Harvard Business School Working Paper, No. 22-037, November 2021. (Revised September 2023.)
- January 2018 (Revised January 2021)
- Background Note
Customer Lifetime Social Value (CLSV)
By: Elie Ofek, Barak Libai and Eitan Muller
One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of...
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Keywords:
Customer Lifetime Value;
Customer Management;
Social Contagion;
Word Of Mouth;
Customer Engagement;
Customer Value and Value Chain;
Measurement and Metrics;
Customer Relationship Management
Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV)." Harvard Business School Background Note 518-077, January 2018. (Revised January 2021.)
- 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.
- Article
Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations
By: Zoe Chance and Rohit Deshpandé
It is more than mere coincidence that the highest rates of HIV occur in the world's poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first part of this paper explores the economics of HIV and...
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Keywords:
Health Disorders;
Developing Countries and Economies;
Poverty;
Health Care and Treatment;
Social Marketing;
Perspective;
Customer Focus and Relationships;
Profit;
Africa;
Asia;
South America
Chance, Zoe, and Rohit Deshpandé. "Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing. Journal of Macromarketing 29, no. 3 (September 2009).
- Article
The Unprecedented Stock Market Reaction to COVID-19
By: Scott Baker, Nicholas Bloom, Steven J. Davis, Kyle Kost, Marco Sammon and Tasaneeya Viratyosin
No previous infectious disease outbreak, including the Spanish Flu, has impacted the stock market as forcefully as the COVID-19 pandemic. In fact, previous pandemics left only mild traces on the U.S. stock market. We use text-based methods to develop these points with...
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Baker, Scott, Nicholas Bloom, Steven J. Davis, Kyle Kost, Marco Sammon, and Tasaneeya Viratyosin. "The Unprecedented Stock Market Reaction to COVID-19." Review of Asset Pricing Studies 10, no. 4 (December 2020): 742–758.