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- May 2023
- Case
IBM’s Ginni Rometty: Leading with Good Power
By: Hubert Joly, Leonard A. Schlesinger and Stacy Straaberg
In March 2023, Virginia (Ginni) Rometty published Good Power: Leading Positive Change in our Lives, Work, and World, which covered her personal history and career at International Business Machines (IBM). Rometty was IBM’s ninth and first woman CEO from 2012–2020. Her...
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Keywords:
Transformation;
Acquisition;
Trends;
Gender;
Diversity;
Education;
Training;
Values and Beliefs;
Profit;
Revenue;
Leadership Style;
Leading Change;
Business or Company Management;
Negotiation;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Organizational Change and Adaptation;
Organizational Culture;
Family and Family Relationships;
Business and Community Relations;
Business and Government Relations;
Business and Shareholder Relations;
Business and Stakeholder Relations;
Personal Characteristics;
Perspective;
Social Issues;
Adaptation;
Business Strategy;
Commercialization;
Competition;
Corporate Strategy;
Information Infrastructure;
Information Technology;
Health Industry;
Information Technology Industry;
Manufacturing Industry;
Service Industry;
Technology Industry;
New York (city, NY);
United States
- May–June 2023
- Article
A New Approach to Building Your Personal Brand: How to Communicate Your Value
By: Jill Avery and Rachel Greenwald
For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing...
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- April 6, 2023
- Article
A New NFT Launch Strategy: The Wave Mint
By: Scott Duke Kominers and 1337 Skulls Sers
In an NFT project, the mint—the process by which tokens are initially allocated—largely determines who your community is and how they and the broader market view the project going forward. In this piece, we review a new minting strategy recently introduced by 1337...
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- March 2023
- Article
Reaching for Rigor and Relevance: Better Marketing Research for a Better World
By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change,...
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- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...
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Keywords:
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Influencer Marketing;
Consumer;
Organic Growth;
Video Advertising;
Promotion;
Celebrities;
Online Advertising;
Online Channel;
Online Communities;
Online Community;
Go To Market Strategy;
Platform;
Media;
Media Content;
Digital;
Digital Culture;
Digital Influencers;
Direct To Consumer Marketing;
Direct-to-consumer;
Innovation ＆ Entrepreneurship;
Innovation;
Sales;
Digital Platforms;
Digital Marketing;
Digital Strategy;
Consumer Behavior;
Internet and the Web;
Advertising;
Business Model;
Growth Management;
Marketing;
Marketing Strategy;
Marketing Channels;
Marketing Communications;
Communication Strategy;
Innovation Strategy;
Retail Industry;
Consumer Products Industry;
Fashion Industry;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Food and Beverage Industry;
Media and Broadcasting Industry;
United States;
North America
- February 2023 (Revised March 2023)
- Case
Twitter Turnaround and Elon Musk
By: Andy Wu and Goran Calic
Late afternoon on Friday, October 27th, 2022, Elon Musk was the center of attention at Twitter’s San Francisco headquarters. The night before, Musk officially took the company private and became Twitter’s majority shareholder, finally ending a months-long acquisition...
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- February 2023 (Revised March 2023)
- Case
Hey, Insta & YouTube, Are You Watching TikTok?
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...
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- January 2023
- Case
Natura: Weathering the Pandemic at Brazil's Cosmetic Giant
By: Brian Trelstad, Pedro Levindo and Carla Larangeira
Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts...
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Keywords:
COVID-19 Pandemic;
ESG Reporting;
Acquisition;
Customer Focus and Relationships;
Decision Making;
Social Entrepreneurship;
Environmental Sustainability;
Environmental Management;
Climate Change;
Ethics;
Moral Sensibility;
Values and Beliefs;
Global Strategy;
Corporate Governance;
Health Pandemics;
Human Resources;
Human Capital;
Crisis Management;
Growth and Development Strategy;
Marketing;
Distribution Channels;
Supply Chain;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Organizational Culture;
Customer Ownership;
Relationships;
Business and Community Relations;
Business and Stakeholder Relations;
Networks;
Partners and Partnerships;
Science-Based Business;
Reputation;
Human Needs;
Social Issues;
Strategy;
Equality and Inequality;
Beauty and Cosmetics Industry;
Brazil;
Latin America
- January 23, 2023
- Article
Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines
By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt
Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and...
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- January 2023
- Case
Proday: Calling the Right Play
By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that...
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- December 2022 (Revised February 2023)
- Case
Marfrig's Quest for Sustainable Beef
By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
Marfrig, one of the world’s leading meatpackers, strived to comply with its commitment to have a deforestation-free value chain in Brazil by 2030. The company also pledged to reduce its emissions of greenhouse gases in accordance with the guidelines set by the...
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Keywords:
Agribusiness;
Animal-Based Agribusiness;
Plant-Based Agribusiness;
Acquisition;
Family Business;
Communication Strategy;
Environmental Management;
Climate Change;
Environmental Regulation;
Environmental Sustainability;
Bonds;
Food;
Global Strategy;
Goods and Commodities;
Government and Politics;
Political Elections;
Leading Change;
Marketing;
Product Marketing;
Product Positioning;
Supply Chain;
Supply Chain Management;
Corporate Social Responsibility and Impact;
Business and Government Relations;
Business and Stakeholder Relations;
Partners and Partnerships;
Strategy;
Adaptation;
Business Strategy;
Commercialization;
Competitive Strategy;
Corporate Strategy;
Diversification;
Expansion;
Agriculture and Agribusiness Industry;
Food and Beverage Industry;
Brazil;
Latin America;
Argentina;
Uruguay;
North America;
United States;
Europe;
Asia;
China
- December 2022 (Revised January 2023)
- Case
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six...
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Keywords:
Stigma;
Product Innovation;
Product Introduction;
Product Differentiation;
New Products;
New Product Marketing;
New Product Management;
Brand Management;
Branding;
Packaging;
Positioning;
Growth Strategy And Execution;
Growth;
Cannabis Industry;
Purpose;
Purpose Brands;
LGBTQ;
Direct-to-consumer;
DTC;
Regulations;
Channels Of Distribution;
Product Development;
Product Marketing;
Product Positioning;
Product;
Innovation and Invention;
Brands and Branding;
Marketing;
Marketing Communications;
Marketing Channels;
Advertising;
Advertising Campaigns;
Digital Marketing;
Market Entry and Exit;
Governing Rules, Regulations, and Reforms;
Consumer Products Industry;
Food and Beverage Industry;
United States;
Canada;
North America
- November 2022 (Revised March 2023)
- Supplement
JUUL and the Vaping Revolution: A 2022 Update
By: Michael W. Toffel and Sarah Mehta
This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette.
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Keywords:
Electronic Cigarettes;
E-Cigarettes;
Vaping;
Nicotine Replacement;
JUUL;
Juuling;
Government Regulation;
Advertising;
Advertising Campaigns;
Digital Marketing;
Customers;
Innovation and Invention;
Innovation Strategy;
Marketing;
Ethics;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Corporate Social Responsibility and Impact;
Social Issues;
Technology Industry;
California
- November 2022 (Revised March 2023)
- Supplement
JUUL and the Vaping Revolution: A 2022 Update
By: Michael W. Toffel and Sarah Mehta
This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette.
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Keywords:
Electronic Cigarettes;
E-Cigarettes;
Vaping;
Nicotine Replacement;
JUUL;
Juuling;
Government Regulation;
Advertising;
Advertising Campaigns;
Digital Marketing;
Customers;
Innovation and Invention;
Innovation Strategy;
Marketing;
Ethics;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Corporate Social Responsibility and Impact;
Social Issues;
Technology Industry;
California
- November 2022
- Teaching Note
Proximie: Using XR Technology to Create Borderless Operating Rooms
By: Ariel D. Stern, Alpana Thapar and Menna Hassan
Founded by Nadine Hachach-Haram in 2016, Proximie was a digital medicine platform that used mixed reality and a host of digital audio and visual tools to enable clinicians, proctors, and medical device company personnel to be virtually present in operating rooms (ORs),...
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- November 2022
- Background Note
The Future of E-Commerce: Lessons from the Livestream Wars in China
By: Ayelet Israeli, Jeremy Yang and Billy Chan
This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of...
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Keywords:
Retail;
Retailing;
E-commerce;
E-Commerce Strategy;
Ecommerce;
Channels Of Distribution;
Marketing Communication;
Livestream Commerce;
Marketing;
Marketing Channels;
Marketing Strategy;
Advertising;
Brands and Branding;
Media;
Consumer Behavior;
Social Media;
Retail Industry;
Consumer Products Industry;
Advertising Industry;
China;
United States;
United Kingdom
- October 2022 (Revised January 2023)
- Case
Century Bank: Closing Time?
By: Lauren Cohen, Grace Headinger and Bill Kwon
Barry Sloane, second-generation Chairman, President, and CEO of his family’s bank, Century Bank, weighed whether to sell to Eastern Bank. As a small regional bank, Century faced a number of challenging trends, such as digitization and market share decline in the coming...
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Keywords:
Family Office;
Business Exit;
Banking;
Family;
Massachusetts;
Boston;
United States;
Acquisition;
Business Exit or Shutdown;
Family Business;
Family and Family Relationships;
Interpersonal Communication;
Decision Making;
Finance;
Banks and Banking;
Risk and Uncertainty;
Emotions;
Banking Industry;
Boston;
Massachusetts;
United States
- October 2022
- Case
Colette Phillips and GetKonnected!: Creating Inclusive Ecosystems
By: Rosabeth Moss Kanter, Amy Chiu and Joyce Kim
Colette Phillips’ marketing firm had just won the City of Boston’s 2nd largest contract in history to a Black-owned company. During the Covid-19 pandemic, Get Konnected!, the networking organization for people of color that she founded 15 years earlier and led to...
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Keywords:
Diversity;
Ecosystem;
Inclusion;
People Of Color;
Network;
Racial Bias;
Gender Bias;
Entrepreneurial Ecosystem;
Entrepreneur;
Change;
Change Barriers;
Change Leadership;
Community;
Innovation;
Pandemic;
Impact;
Systemic Racism;
Minority-owned Businesses;
Social and Collaborative Networks;
Equity;
Race;
Small Business;
Prejudice and Bias;
Boston
- 2022
- Working Paper
Communicating Corporate Culture in Labor Markets: Evidence from Job Postings
A company’s culture represents one of the most important factors that job seekers consider. In this study, we examine how firms craft their job postings to convey their cultures and whether doing so helps attract employees. We utilize state-of-the art machine learning...
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- September 2022
- Article
Drivers of Philanthropic Foundations in Emerging Markets: Family, Values and Spirituality
By: Valeria Giacomin and Geoffrey Jones
This article discusses the ethics and drivers of philanthropic foundations in emerging markets. A foundation organizes assets to invest in philanthropic initiatives. Previous scholarship has largely focused on developed countries, especially the United States, and has...
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