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- All HBS Web (53)
- Faculty Publications (23)
- March 2008 (Revised May 2008)
- Case
Blogging at BzzAgent
BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. He sees the firm's blog--the BeeLog--as a way for the firm to participate in conversations with clients,...
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Godes, David B. "Blogging at BzzAgent." Harvard Business School Case 508-102, March 2008. (Revised May 2008.)
- September 2004 (Revised February 2010)
- Case
The Passion of the Christ (A)
By: John A. Quelch, Anita Elberse and Anna Harrington
Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and...
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Keywords:
Advertising Campaigns;
Film Entertainment;
Marketing Strategy;
Product Launch;
Product Positioning;
Distribution Channels;
Religion;
Motion Pictures and Video Industry
Quelch, John A., Anita Elberse, and Anna Harrington. "The Passion of the Christ (A)." Harvard Business School Case 505-025, September 2004. (Revised February 2010.)
- September 2016 (Revised March 2020)
- Teaching Note
Fasten: Challenging Uber and Lyft with a New Business Model
By: Feng Zhu
Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride, as opposed to the 20%–30%...
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- Research Summary
Research
Professor Karmarkar's research in consumer behavior develops theory-driven frameworks “from the brain up”. In particular, using a combination of consumer psychology, behavioral economics, and insights from neuroscience, she investigates the factors that consciously... View Details
- 29 Jan 2019
- HBS Seminar
Bryan Bollinger, Fuqua School of Business at Duke University
- 13 Jul 2016
- HBS Case
How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers
One Million Customers, and is currently working on a third entry in the trilogy that will examine how a platform can go from one million to many millions of customers. In each case the strategies are different. While word-of-mouth might...
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- Web
Students on the Job Market - Doctoral
postings. This paper shows that founders report being involved in all aspects of the hiring process, even at the minority of startups that have human resources staff. Startups are less likely than established firms to use paid consultants or wage benchmarking data,...
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- 01 Sep 2023
- News
Hands-on Learning About Global Markets
A certificate of appreciation was presented to Ellie Care representatives Francisco Garcia Zavaleta (COO) and Gervasio Videla Dorna (cofounder and CEO), at left, and to Patricio Alba (cofounder and CIO), far right, by HBS students Maxwell Nii Laryea, third from left,...
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Keywords:
Jennifer Gillespie
- 09 Nov 2016
- Op-Ed
6 Lessons from Donald Trump's Winning Marketing Manual
not, the consumer won't repurchase four years from now. Build enthusiasm. Good marketers know the power of word-of-mouth recommendations. In the era of social media, better organization (the old ground war) and outspending on television...
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Keywords:
by John A. Quelch
- 25 Jun 2007
- Research & Ideas
HBS Cases: Beauty Entrepreneur Madam Walker
steeped in their church communities. As a black woman, no matter how wealthy she was, she would not have been welcome or even allowed in any respectable hotel. Her church connections also formed the basis of her agent network and helped build View Details
- Web
Hands-on Learning About Global Markets - MBA
Blog Blog MBA Voices Filter Results Arrow Down Arrow Up Read posts from Author Alumni Author Career and Professional Development Staff Author HBS Community Author HBS Faculty Author MBA Admissions Author MBA Students Topics Topics 1st Year (RC) 2+2 Program 2nd Year...
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- 07 Sep 2020
- Research & Ideas
How to Help Small Businesses Survive COVID's Next Phase
cheese, at least for now. It’s equally important for firms to understand their most loyal and profitable customers—who they are, what they buy, and how to engage them. Beyond their purchasing power, loyal customers can become a company’s best advocates, providing...
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- 29 Jan 2021
- Op-Ed
How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics
calls this approach “growth hacking” because most of the growth takes place when the early adopters and early majority purchase products, spurring rapid adoption by late majority and laggard segments. Once the vaccine is available to the early majority, it is important...
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- Profile
Xue (Ken) Yuan
one-hundred percent Mandarin comedy?” In August 2011, they pulled together their first show in a small bar that held fifty to eighty people. Within a year, thanks to word-of-mouth and Weibo – China’s equivalent to Twitter – they were...
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- 23 Jan 2020
- News
Bringing Education Back Home
word-of-mouth institution, and an institution that by now-- we have more students than we can accommodate, and we're attracting the talent we want to have.” [Editor’s note: Since this interview was conducted in June 2018, the Universidad...
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Keywords:
Educational Services
- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
students, “Okay, so let’s just stop doing advertising, let’s just improve people’s word-of-mouth of our product or hotel.” Q: Which you do by providing a better experience for people. A: Yes, that’s the point. View Details
- Profile
Tiera Brown
says Tiera. "We helped them formalize their word-of-mouth program and reinvigorate their brand." For her summer internship, Tiera will work with New Sector Alliance in Boston, a nonprofit consulting firm. Part of her summer...
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- 01 Jun 2005
- News
New Magazine Makes Its Mark
from Bookmarks and click to subscribe online at www.bookmarksmagazine.com. For a week in March, Bookmarks was the best-selling magazine on Amazon.com. Word-of-mouth buzz generated by independent bookstores also has worked well. So have...
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- 25 Jun 2019
- Research & Ideas
The Powerful Strategic Tool Companies Should Not Try to Control
products sold and marketed by LEGO. In addition to reducing innovation costs, this often leads to an increase in authentic, word-of-mouth advertising as users promote designs that they created or designs they find attractive within their...
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by Danielle Kost
- 03 Jun 2008
- First Look
First Look: June 3, 2008
http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=608081 Blogging at BzzAgent Harvard Business School Case 508-102 BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to...
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Keywords:
Martha Lagace