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  • October 2023
  • Article

Speedy Activists: Firm Response Time to Sociopolitical Events Influences Consumer Behavior

By: Jimin Nam, Maya Balakrishnan, Julian De Freitas and Alison Wood Brooks
Organizations face growing pressure from their consumers and stakeholders to take public stances on sociopolitical issues. However, many are hesitant to do so lest they make missteps, promises they cannot keep, appear inauthentic, or alienate consumers, employees, or... View Details
Keywords: Brands and Branding; Public Opinion; Social Media; Social Issues
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  • July 13, 2023
  • Article

Threads Foreshadows a Big—and Surprising—Shift in Social Media

By: Scott Duke Kominers and Liang Wu
Threads, Meta’s Twitter competitor, has become the fastest downloaded app in history. One of the reasons for this is because it allows users to port over their profiles and follows from the already popular social media platform Instagram, also owned by Meta—a feature... View Details
Keywords: Decentralization; Twitter; Facebook; Instagram; Crypto Economy; Blockchain; Network; Industrial Organization; Competition; Open Innovation; Open Platforms; Open Source Innovation; Social Networks; Social Media; Applications and Software; Information Technology Industry
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  • February 2023 (Revised March 2023)
  • Case

Hey, Insta & YouTube, Are You Watching TikTok?

By: Felix Oberholzer-Gee
In early 2023, the entertainment app TikTok reached close to 1 billion users globally, placing it 4th behind the leading social networks of Facebook, YouTube, and Instagram. Featuring a sophisticated recommendation engine, TikTok mastered the art of keeping users... View Details
Keywords: Social Media; Applications and Software; Business Model; Competition; Organizational Change and Adaptation
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  • May 2021 (Revised August 2021)
  • Case

Melissa Wood Health: How to Win in the Creator Economy

By: Eva Ascarza
In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness... View Details
Keywords: Lifestyle Brand; Brands and Branding; Strategy; Partners and Partnerships; Negotiation
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  • December 2018
  • Case

Choosy

By: Jeffrey J. Bussgang and Julia Kelley
Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details
Keywords: Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Influencer; Fast Fashion; Design; Customer Satisfaction; Customer Focus and Relationships; Decision Making; Cost vs Benefits; Innovation and Invention; Brands and Branding; Product Positioning; Demand and Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet and the Web; Mobile and Wireless Technology; Digital Platforms; Social Media; Technology Industry; Fashion Industry; North and Central America; United States; New York (state, US); New York (city, NY)
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  • August 2014 (Revised October 2014)
  • Case

Beyoncé

By: Anita Elberse and Stacie Smith
In December 2013, music superstar Beyoncé is about to surprise her fans with the release of her self-titled album. The team at her company Parkwood Entertainment, which general manager Lee Anne Callahan-Longo described as "a management, music, and production company... View Details
Keywords: Marketing; Beyoncé; Internet and the Web; Music Entertainment; Distribution Channels; Product Launch; Music Industry
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