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- 24 Jan 2012
- First Look
First Look: Jan. 24
of those networks, influencing both word-of-mouth intentions and consumption. Consumers were exposed to friend- or family-related products (e.g., game consoles or refrigerators); when asked to list the first people they knew who came to...
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Sean Silverthorne
- 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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Martha Lagace
- 01 Mar 2016
- News
Case Study: Paper Chase
6, 2000) + ONLINE web-only content It’s all about social media! This business will grow from robust word-of-mouth recommendations, and based on my experience, these tactics should work well: (1) Send samples to social media influencers...
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- 01 Dec 2006
- News
The Hard Way
if her students failed to get jobs, so she immersed herself in their job searches and all but guaranteed their placement. It worked, generating powerful word-of-mouth buzz for her fledgling academy. More importantly, Russo understood that...
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- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
customers to target, which new customers to acquire, and how to balance resources between promotions and advertising, allocate promotional dollars, and determine the effectiveness of word-of-mouth communications. We asked the researchers...
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by Sean Silverthorne
- 04 Oct 2011
- First Look
First Look: October 4
artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a "tent-pole" movie the best way to capitalize on Gaga's popularity, or is a more moderate...
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Sean Silverthorne
- 02 Aug 2016
- First Look
August 2, 2016
Russia’s car services industry positioned them well to truly understand their customers and ultimately expand to other major cities. But with limited budgets to acquire talented and expensive platform developers, Fasten needed to ensure its core IT services could...
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Sean Silverthorne
- 02 Feb 2010
- First Look
First Look: Feb. 2
manage an online community for the sole purpose of fostering word-of-mouth for a new brand it was launching. Should Communispace take on this assignment? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/510018-PDF-ENG Hulu: An...
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Martha Lagace
- Web
Podcast - Forum for Growth & Innovation
cashflow multiples as a certainty of future cashflows increase. Derek van Bever: That's interesting. So you can look at trust as being a causal driver behind a business's ability to expand its scope, to retain its customers at a superior level, to grow through, say,...
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