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Publications

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      • 2023
      • Working Paper

      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...  View Details
      Keywords: COVID-19 Pandemic; Public Health; Vaccines; Health Pandemics; Social Media; Advertising Campaigns
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      Athey, Susan, Kristen Grabarz, Michael Luca, and Nils Wernerfelt. "Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines." Harvard Business School Working Paper, No. 22-082, June 2022. (Revised January 2023.)
      • June 2022
      • Teaching Note

      Katie Couric Media: Landing the First Client

      By: N. Louis Shipley, William R. Kerr and Paige Boehmcke
      Developed for teaching Entrepreneurial Sales, the Katie Couric Media case supports class discussion on client selection, sales strategy, and scaling a startup media firm.  View Details
      Keywords: Customer Relationship Management; Marketing; Mergers And Acquisitions; Start-up; Entrepreneurship; Sales; Business and Stakeholder Relations; Media and Broadcasting Industry
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      Shipley, N. Louis, William R. Kerr, and Paige Boehmcke. "Katie Couric Media: Landing the First Client." Harvard Business School Teaching Note 822-138, June 2022.
      • December 2021
      • Article

      Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations

      By: Jonas Paul Schöne, Brian Parkinson and Amit Goldenberg
      What type of emotional language spreads further in political discourses on social media? Previous research has focused on situations that primarily elicited negative emotions, showing that negative language tended to spread further. The current project extends existing...  View Details
      Keywords: Negative Emotions; Emotional Influence; Emotional Resonance; Political Discourse; Emotion Contagion; Intergroup; Interactive Communication; Emotions; Government and Politics; Social Media
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      Schöne, Jonas Paul, Brian Parkinson, and Amit Goldenberg. "Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations." Affective Science 2, no. 4 (December 2021): 379–390.
      • 2021
      • Chapter

      Geographic Inequality and the Internet

      By: Chris Forman, Avi Goldfarb and Shane Greenstein
      BOOK ABSTRACT: This cutting-edge Handbook offers fresh perspectives on the key topics related to the unequal use of digital technologies. Considering the ways in which technologies are employed, variations in conditions under which people use digital media and...  View Details
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      Forman, Chris, Avi Goldfarb, and Shane Greenstein. "Geographic Inequality and the Internet." In Handbook of Digital Inequality, edited by Eszter Hargittai. Edward Elgar Publishing, 2021.
      • July 2021 (Revised October 2021)
      • Case

      Trouble at Basecamp: Managing Politics, Polarization, and Conflict in the Workplace (A)

      By: Nour Kteily, Deepak Malhotra and David Lane
      As founders of the software company Basecamp, Jason Fried and David H. Hansson were used to being the subjects of social media attention. Both maintained active and dedicated Twitter followings for their unique perspectives on management and life. But on April 26,...  View Details
      Keywords: Change; Communication; Policy; Diversity; Fairness; Values and Beliefs; Governance; Employees; Working Conditions; Leading Change; Leadership Style; Mission and Purpose; Organizational Culture; Work-Life Balance; Labor and Management Relations; Conflict and Resolution; Identity; Social Issues; Equality and Inequality; Digital Platforms; Conflict Management; Information Technology Industry; United States
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      Kteily, Nour, Deepak Malhotra, and David Lane. "Trouble at Basecamp: Managing Politics, Polarization, and Conflict in the Workplace (A)." Harvard Business School Case 922-003, July 2021. (Revised October 2021.)
      • May 2021
      • Supplement

      Paul Levy: Confronting a 'Corporate Campaign' (B)

      By: James K. Sebenius and Isaac Silberberg
      Paul Levy, CEO of the Beth Israel Deaconess Medical Center hospital is faced with a formidable negotiation campaign to unionize staff at BIDMC. Armed only with his personal blog, does Paul stand a chance against the union's multi-million dollar organizing budget?  View Details
      Keywords: Healthcare; Healthcare Industry; Hospital Management; Unions; Negotiation Campaign; Blog; Health Care and Treatment; Labor; Labor Unions; Labor and Management Relations; Negotiation; Strategy; Social Media; Health Industry; Massachusetts; United States
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      Sebenius, James K., and Isaac Silberberg. "Paul Levy: Confronting a 'Corporate Campaign' (B)." Harvard Business School Supplement 921-011, May 2021.
      • February 2021
      • Teaching Plan

      Soofa: Displaying the Right Path?

      By: Jeffrey J. Bussgang and Amy Klopfenstein
      This teaching plan serves as a supplement to the case “Soofa: Displaying the Right Path?” HBS 820-098. The case explores the tension between two different financing and expansion plans for a startup, and explores issues related to business model pivots and industry...  View Details
      Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Judgments; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry and Exit; Demand and Consumers; Media; Society; Urban Development; Sustainable Cities; Information Technology; Information Infrastructure; Digital Platforms; Strategy; Business Strategy; Expansion; Relationships; Capital; Venture Capital; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; North and Central America; United States; Massachusetts; Cambridge
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      Bussgang, Jeffrey J., and Amy Klopfenstein. "Soofa: Displaying the Right Path?" Harvard Business School Teaching Plan 821-055, February 2021.
      • February 2021
      • Supplement

      HNA Group: Global Excellence with Chinese Characteristics (C)

      By: William C. Kirby, Billy Chan and John P. McHugh
      July 2017 was supposed to be a triumphant month for HNA Group. The latest Fortune Global 500 list showed the company had again skyrocketed in its ranking to no. 170, an improvement of over 200 positions from the year prior. Yet earlier that same July, the mysterious...  View Details
      Keywords: Conglomerate; Airline Industry; Coronavirus; Financial Risk; Debt; Bankruptcy; Global Strategy; Restructuring; Health Pandemics; Financial Markets; Organizational Change and Adaptation; Financial Condition; Globalized Firms and Management; Business and Government Relations; Air Transportation Industry; Financial Services Industry; China
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      Kirby, William C., Billy Chan, and John P. McHugh. "HNA Group: Global Excellence with Chinese Characteristics (C)." Harvard Business School Supplement 321-123, February 2021.
      • January 2021 (Revised July 2022)
      • Case

      Snapp: Scaling Under Sanctions in Iran (A)

      By: Meg Rithmire and Gamze Yucaoglu
      The case opens in November 2019 as Eyad Alkassar and Mahmoud Fouz, co-founders of Iran’s first and leading ride-hailing platform, Snapp, find out about Apple’s and Google’s decisions to remove all Iranian apps from their respective application stores.
      The case...  View Details
      Keywords: Sanctions; Change Management; Disruption; Volatility; Decision Choices and Conditions; Cross-Cultural and Cross-Border Issues; Government and Politics; International Relations; National Security; Risk Management; Crisis Management; Transportation Industry; Iran; Middle East
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      Rithmire, Meg, and Gamze Yucaoglu. "Snapp: Scaling Under Sanctions in Iran (A)." Harvard Business School Case 721-020, January 2021. (Revised July 2022.)
      • January 15, 2021
      • Article

      Social Media Companies Should Self-Regulate. Now

      By: Michael A. Cusumano, Annabelle Gawer and David B. Yoffie
      We argue that social media firms should ramp up self-regulation of content in 2021. This argument is based on research on numerous industries where firms and/or industry associations devised self-regulatory strategies that successfully limited or forestalled more...  View Details
      Keywords: Self-regulation; Internet and the Web; Governing Rules, Regulations, and Reforms; Business and Government Relations; Social Media
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      Cusumano, Michael A., Annabelle Gawer, and David B. Yoffie. "Social Media Companies Should Self-Regulate. Now." Harvard Business Review (website) (January 15, 2021).
      • October 2020 (Revised April 2022)
      • Case

      When Institutions Fail: HIV/AIDS in the 1980s

      By: Tom Nicholas and Christian Godwin
      During the early 1980s, young gay men in urban centers such as San Francisco and New York City began contracting a mysterious illness that would come to be known as HIV/AIDS. A diagnosis meant almost certain death, with a less than 1% survival rate. Conflicting...  View Details
      Keywords: Ethics; Policy; Government and Politics; Health Pandemics; History; Rights; Media; Organizations; Business and Community Relations; Religion; Social Psychology; Identity; Prejudice and Bias; Social Issues; Public Opinion; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States
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      Nicholas, Tom, and Christian Godwin. "When Institutions Fail: HIV/AIDS in the 1980s." Harvard Business School Case 821-002, October 2020. (Revised April 2022.)
      • September–October 2020
      • Article

      When It's Time to Pivot, What's Your Story?: How to Sell Stakeholders on a New Strategy

      By: Rory McDonald and Robert Bremner
      To succeed, a new company must rally investors, staff, customers, and the media around a good story. But often that narrative turns out to be wrong, and entrepreneurs realize they need to change direction. How that shift is communicated can have a huge impact on a...  View Details
      Keywords: Entrepreneurship; Business Model; Strategy; Change Management; Organizational Change and Adaptation; Communication Strategy; Business and Stakeholder Relations
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      McDonald, Rory, and Robert Bremner. "When It's Time to Pivot, What's Your Story?: How to Sell Stakeholders on a New Strategy." Harvard Business Review 98, no. 5 (September–October 2020): 98–105.
      • July 2020
      • Case

      Amanda and Kristen: Mented Cosmetics

      By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
      The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community...  View Details
      Keywords: Brands and Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission and Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; Public Relations Industry; Public Relations Industry; Public Relations Industry; Public Relations Industry; Public Relations Industry; Public Relations Industry; North and Central America; United States; New York (city, NY); New York (state, US)
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      Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
      • May 2020
      • Teaching Note

      Big Boom Beverages: Fight or Flight? (Brief Case)

      By: Stephen A. Greyser and William Ellet
      Teaching Note for HBS Brief Case No. 920-557. The case addresses analysis and decisions related to the entrepreneurial life of a distinctive energy beverage, including its niche market launch, early problems, reformulation, social media impact, market success, and...  View Details
      Keywords: Alcoholic Beverages; Energy Drinks; Regulation; Entrepreneurship; Ethics; Marketing Communications; Corporate Social Responsibility and Impact; Reputation; Communication Strategy; Decision Making
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      Greyser, Stephen A., and William Ellet. "Big Boom Beverages: Fight or Flight? (Brief Case)." Harvard Business School Teaching Note 920-558, May 2020.
      • March 2020
      • Technical Note

      Influencer Marketing

      By: Jill Avery and Ayelet Israeli
      Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for...  View Details
      Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry
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      Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
      • Article

      Designing Social Networks: Joint Tasks and the Formation of Network Ties

      By: Sharique Hasan and Rembrand Koning
      Can managers influence the formation of organizational networks? In this article, we evaluate the effect of joint tasks on the creation of network ties with data from a novel field experiment with 112 aspiring entrepreneurs. During the study, we randomized individuals...  View Details
      Keywords: Accelerators; Entrepreneur; Social Networks; Field Experiment; Entrepreneurship; Organizational Design; Networks; Social and Collaborative Networks; Social Media; Information Technology Industry; India
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      Hasan, Sharique, and Rembrand Koning. "Designing Social Networks: Joint Tasks and the Formation of Network Ties." Art. 4. Journal of Organization Design 9 (2020).
      • 2020
      • Book

      Think Outside the Building: How Advanced Leaders Can Change the World One Smart Innovation at a Time

      By: Rosabeth Moss Kanter
      Over a decade ago, renowned innovation expert Rosabeth Moss Kanter co-founded and then directed Harvard’s Advanced Leadership Initiative. Her breakthrough work with hundreds of successful professionals and executives, as well as aspiring young entrepreneurs, identifies...  View Details
      Keywords: Leaders; Advanced Leadership; Advanced Leadership Initiative; Community; Change Leadership; Innovation; Problem Solving; Cross-sector Collaboration; Institutional Change; Leadership; Change; Leading Change; Communication; Innovation Leadership; Collaborative Innovation and Invention; Organizational Change and Adaptation; Business and Community Relations; Civil Society or Community
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      Kanter, Rosabeth Moss. Think Outside the Building: How Advanced Leaders Can Change the World One Smart Innovation at a Time. New York: PublicAffairs, 2020.
      • December 2019 (Revised February 2020)
      • Case

      Facebook Faces the Regulators

      By: Debora L. Spar
      In the fall of 2019, Facebook and its CEO Mark Zuckerberg are facing increased scrutiny on multiple fronts. Regulators from around the globe are threatening the company with punitive measures. Users are organizing against it. But there is little consensus around what,...  View Details
      Keywords: Facebook; Regulation; Media; Internet and the Web; Governance; Governing Rules, Regulations, and Reforms; Business and Government Relations; Social Media; Europe
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      Spar, Debora L. "Facebook Faces the Regulators." Harvard Business School Case 720-019, December 2019. (Revised February 2020.)
      • October 2019 (Revised January 2020)
      • Case

      Fixing Facebook: Fake News, Privacy, and Platform Governance

      By: David Yoffie and Daniel Fisher
      Mark Zuckerberg founded Facebook based on the idea that connecting people was a fundamentally good thing—and a way to turn a handsome profit. But from the beginning, Facebook received criticism both for how it handled user privacy and how it curated user-generated...  View Details
      Keywords: Platform; Governance; Privacy; Internet and the Web; Corporate Governance; Ethics; Business and Government Relations; Strategy; Digital Platforms; Web Services Industry
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      Yoffie, David, and Daniel Fisher. "Fixing Facebook: Fake News, Privacy, and Platform Governance." Harvard Business School Case 720-400, October 2019. (Revised January 2020.)
      • September 2019 (Revised October 2019)
      • Case

      Bill Connors and The Farm, a Comcast NBCUniversal Innovation Hub (Powered by Boomtown)

      By: Linda A. Hill and Eric Mankin
      In 2017, Bill Connors, the President of Comcast’s Central Division, launched a startup accelerator in Comcast’s new Atlanta Regional headquarters. Comcast was America's largest cable and internet service provider, having built a profitable business bundling television...  View Details
      Keywords: Innovation; Entrepreneur; Startup; Accelerator; Outsourcing; Hiring; Talent; Culture; Ecosystem; Digital; Leadership; Innovation and Invention; Entrepreneurship; Business Startups; Diversity; Selection and Staffing; Organizational Culture; Media; Entertainment; Transformation; Atlanta
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      Hill, Linda A., and Eric Mankin. "Bill Connors and The Farm, a Comcast NBCUniversal Innovation Hub (Powered by Boomtown)." Harvard Business School Case 420-056, September 2019. (Revised October 2019.)
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