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- 13 Jul 2016
- HBS Case
How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers
million. “You have to be more proactive and control the acquisition process, which word-of-mouth does not allow for.” That’s where digital marketing can help, allowing companies to target specific customers...
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- 25 Jun 2007
- Research & Ideas
HBS Cases: Beauty Entrepreneur Madam Walker
prevailed through the difficulties of finding capital, and through the difficulties of her own very limited social position. In a market in which there weren't many realms where women could play, she found a way. "She lived on a...
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- 02 Feb 2010
- First Look
First Look: Feb. 2
establish the institute. His first approach did not work; what should he do now? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/306072-PDF-ENG Communispace Anat KeinanHarvard Business School Case 510-018 Communispace is the View Details
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Martha Lagace
- 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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- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
This is a lesson that actually applies to any consumer category really. I would say with pretty much any product or service that somebody is selling, word-of-mouth is always going to be important. So for the View Details
- 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...
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by Danielle Kost
- 06 Oct 2009
- First Look
First Look: October 6
http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?R=710410-PDF-ENG&conversationId=264137&E=1234203 Daqi Harvard Business School Case 309-113 In 2008, Daqi was one of the largest Internet portals for user-generated content and the leading View Details
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Martha Lagace
- 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...
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Martha Lagace
- 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
- 02 Aug 2016
- First Look
August 2, 2016
instead for consumer attention. We model and characterize how households allocate their scarce attention in arguably the largest market for attention: the Internet. Our characterization of household attention allocation operates along...
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Sean Silverthorne
- 04 Oct 2011
- First Look
First Look: October 4
http://www.hbs.edu/research/pdf/12-019.pdf Market Interest in Nonfinancial Information Authors:Robert G. Eccles, Michael P. Krzus, and George Serafeim An abstract is unavailable at this time. Download the paper:...
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Sean Silverthorne