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Our faculty members author numerous books, produce academic papers, and write an array of articles for general business publications.

 
20 Aug 2014  HBS Working Knowledge

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster
Re: 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.

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Joseph B. Lassiter III and Sid Misra

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