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Show Results For
-
All HBS Web
(1,600)
- People (10)
- News (397)
- Research (803)
- Events (5)
- Multimedia (14)
- Faculty Publications (447)
- 10 Jun 2014
- News
The move that could save Twitter
- 20 Oct 2014
- Research & Ideas
Users Love Ello, But What’s the Business Model?
that social media users are increasingly attracted to the idea of such a model. But funding it without advertising's help won't be easy. Two digital marketing experts, Harvard Business School professors John...
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- March 2020 (Revised June 2023)
- Case
Scaling Nextdoor
By: Jeffrey F. Rayport, Thomas O. Jones and Jeff Huizinga
Nextdoor, striving to solidify its position as the leading global social media platform for neighborhoods, works to scale audience, geography, and revenue.
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Keywords:
Platforms;
Information Technology;
Entrepreneurship;
Growth and Development Strategy;
Social Media;
Digital Platforms
Rayport, Jeffrey F., Thomas O. Jones, and Jeff Huizinga. "Scaling Nextdoor." Harvard Business School Case 820-097, March 2020. (Revised June 2023.)
- October 2019 (Revised February 2023)
- Case
Gupta Media: Performance Marketing in the Digital Age
By: V. Kasturi Rangan and Courtney Han
Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists...
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Keywords:
Marketing;
Digital Marketing;
Performance;
Measurement and Metrics;
Social Media;
Advertising Industry
Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised February 2023.)
- 01 Jul 2012
- News
Winning friends in new places
- 27 Nov 2017
- Research & Ideas
Beware the Lasting Impression of a 'Temporary' Selfie
that they will disappear quickly from the public eye after having been seen by the intended recipients or after a short period of time. Disappearing selfies are seemingly the ideal solution for people who enjoy life on social View Details
Keywords:
by Rachel Layne
- April 19, 2023
- Editorial
Extreme Views Are More Attractive Than Moderate Ones
By: Amit Goldenberg
Do you ever feel like everyone on social media has a more extreme viewpoint than your own? We often blame social media companies for the cacophony of politically extreme opinions around us. After all, these companies are generally motivated to promote the most...
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Goldenberg, Amit. "Extreme Views Are More Attractive Than Moderate Ones." Scientific American (website) (April 19, 2023).
- 02 Mar 2016
- News
Entrepreneurship to improve the world for everyone
- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who...
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Keywords:
Brand;
Branding;
Direct-to-consumer;
DTC;
Influencers;
Influencer Marketing;
Fashion;
Growth;
Direct Marketing;
Influence;
Reputation;
Social Inference;
Consumer Goods;
Consumer Products;
Female Entrepreneur;
Female Protagonist;
Entrepreneurship And Strategy;
Brand & Product Management;
Competitive Advantage;
Online Followers;
Retail;
Retail Formats;
Retailing;
Online Retail;
Celebrities;
Celebrity;
Celebrity Endorsement;
Go To Market Strategy;
Apparel;
Startup Marketing;
Startups;
Social Influencers;
Brands and Branding;
Growth and Development Strategy;
Growth Management;
Distribution Channels;
Digital Marketing;
Advertising;
Power and Influence;
Social Media;
Fashion Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
- December 2018 (Revised September 2019)
- Case
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice...
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Keywords:
Digital Marketing;
Entertainment;
Politics;
Activism;
Brand Equity;
Marketing;
Marketing Strategy;
Brands and Branding;
Marketing Communications;
Sports;
Advertising;
Social Media;
Apparel and Accessories Industry;
Sports Industry;
Consumer Products Industry;
United States;
North America
Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
- March 2023
- Article
Authentic First Impressions Relate to Interpersonal, Social, and Entrepreneurial Success
By: David M. Markowitz, Maryam Kouchaki, Francesca Gino, Jeffrey T. Hancock and Ryan L. Boyd
This paper examines how verbal authenticity influences person perception. Our work combines human judgments and natural language processing to suggest verbal authenticity is a positive predictor of interpersonal interest (Study 1: 294 dyadic conversations), engagement...
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Keywords:
Authenticity;
Impression Formation;
Natural Language Processing;
First Impressions;
Communication;
Perception;
Success
Markowitz, David M., Maryam Kouchaki, Francesca Gino, Jeffrey T. Hancock, and Ryan L. Boyd. "Authentic First Impressions Relate to Interpersonal, Social, and Entrepreneurial Success." Social Psychological & Personality Science 14, no. 2 (March 2023): 107–116.
- 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...
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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.)
- 04 Feb 2014
- News
Facebook turns 10
- 21 Aug 2018
- First Look
New Research and Ideas, August 21, 2018
https://pubwww.hbs.edu/faculty/Pages/item.aspx?num=54887 forthcoming Production and Operations Management The Operational Value of Social Media Information By: Cui, Ruomeng, Santiago Gallino, Antonio Moreno,...
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Keywords:
Dina Gerdeman
- April 3, 2016
- Guest Column
The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion
By: Aaron K. Chatterji and Michael W. Toffel
Some CEOs are making news by taking public stances on controversial social issues largely unrelated to their core business. This article summarizes the insights from our research paper that shows that such "CEO activism" can influence public opinion and consumer...
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Keywords:
Leadership & Corporate Accountability;
Non-market Strategy;
Corporate Social Responsibility;
Politics;
Political Influence;
Political Strategy;
Political Risk;
Equity;
Gender;
Climate Change;
Communication Strategy;
Law;
Leadership;
Brands and Branding;
Media;
Problems and Challenges;
Civil Society or Community;
Social Issues;
Public Opinion;
United States;
Georgia (state, US);
North Carolina;
Indiana;
Indianapolis
Chatterji, Aaron K., and Michael W. Toffel. "The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion." Grey Matter. New York Times (April 3, 2016), SR10.
- September 2017
- Case
Tencent
By: John R. Wells and Gabriel Ellsworth
Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking service provider with several of the...
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Keywords:
Tencent;
Tencent Holdings;
WeChat;
Social Networking;
Social Networks;
Gaming;
Gaming Industry;
Video Games;
Computer Games;
Mobile Gaming;
Portals;
Payments;
Mobile Payments;
O2O;
Online-to-offline;
E-commerce;
Messaging;
Subscription Model;
Freemium;
Mobile App Industry;
Smartphone;
PC;
Monetization Strategy;
Antitrust;
Streaming;
Cloud Computing;
Artificial Intelligence;
Big Data;
Alibaba;
Facebook;
JD.com;
Tesla;
Bundling;
Synergies;
Digital Strategy;
Imitation;
Licensing;
Agility;
Entry Barriers;
Online Platforms;
Advertising;
Digital Marketing;
Business Ventures;
Acquisition;
Mergers and Acquisitions;
Business Conglomerates;
Business Units;
Business Growth and Maturation;
Business Organization;
For-Profit Firms;
Joint Ventures;
Restructuring;
Communication;
Communication Technology;
Blogs;
Interactive Communication;
Interpersonal Communication;
Entertainment;
Film Entertainment;
Games, Gaming, and Gambling;
Music Entertainment;
Investment;
Investment Portfolio;
Price;
Profit;
Revenue;
Geographic Scope;
Cross-Cultural and Cross-Border Issues;
Global Strategy;
Multinational Firms and Management;
Globalized Markets and Industries;
Business History;
Innovation Strategy;
Technological Innovation;
Business or Company Management;
Goals and Objectives;
Growth and Development Strategy;
Product Positioning;
Social Marketing;
Network Effects;
Emerging Markets;
Market Entry and Exit;
Digital Platforms;
Industry Growth;
Monopoly;
Media;
Distribution Channels;
Product Development;
Service Delivery;
Organizational Change and Adaptation;
Organizational Structure;
Public Ownership;
Problems and Challenges;
Business and Government Relations;
Groups and Teams;
Networks;
Opportunities;
Social and Collaborative Networks;
Strategy;
Adaptation;
Business Strategy;
Commercialization;
Competition;
Competitive Advantage;
Competitive Strategy;
Cooperation;
Corporate Strategy;
Diversification;
Expansion;
Horizontal Integration;
Vertical Integration;
Segmentation;
Information Technology;
Internet and the Web;
Mobile and Wireless Technology;
Internet and the Web;
Applications and Software;
Information Infrastructure;
Digital Platforms;
Internet and the Web;
Mobile and Wireless Technology;
Value Creation;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Media and Broadcasting Industry;
Asia;
China;
Canton (province, China)
Wells, John R., and Gabriel Ellsworth. "Tencent." Harvard Business School Case 718-426, September 2017.
- February 2011 (Revised December 2012)
- Case
The Ford Fiesta
By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image...
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Keywords:
Advertising Campaigns;
Digital Marketing;
Leadership;
Goals and Objectives;
Brands and Branding;
Marketing Strategy;
Product Launch;
Market Entry and Exit;
Standards;
Auto Industry
Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
- May 2020
- Case
Big Boom Beverages: Fight or Flight?
By: Stephen A. Greyser and William Ellet
Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy drink, malt liquor, and a soft drink flavoring. They launch the business, Big Boom Beverages (BBB), with their own...
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Keywords:
Alcoholic Beverages;
Energy Drinks;
Regulation;
Entrepreneurship;
Ethics;
Marketing Communications;
Corporate Social Responsibility and Impact;
Reputation;
Communication Strategy;
Decision Making
Greyser, Stephen A., and William Ellet. "Big Boom Beverages: Fight or Flight?" Harvard Business School Brief Case 920-557, May 2020.