Class of 2014 Enrollment
Our faculty members author numerous books, produce academic papers, and write an array of articles for general business publications.
Why the ALS Ice Bucket Challenge is a Social Media Blockbuster
John A. Deighton
Most companies should envy the financial and brand awareness brought about by the ALS Ice Bucket Challenge. The campaign's key ingredient, says <strong>John Deighton</strong>, is that participants enhance their personal capital in performance of a good deed. more
John Deighton is the Harold M. Brierley Professor of Business Administration at Harvard Business School.
→More HBS Working Knowledge
More Recently Published
→ Visit Newsroom
Harvard Business School
Boston, MA 02163