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Publications

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      • 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...  View Details
      Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills
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      Avery, Jill, and Rachel Greenwald. "A New Approach to Building Your Personal Brand: How to Communicate Your Value." Harvard Business Review 101, no. 3 (May–June 2023): 147–151.
      • 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...  View Details
      Keywords: NFTs; Mechanism Design; Sales Management; Sales Model; Crypto Economy; Non-fungible Tokens; Networks; Product Launch; Auctions; Market Design
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      Kominers, Scott Duke, and 1337 Skulls Sers. "A New NFT Launch Strategy: The Wave Mint." a16zcrypto.com (April 6, 2023).
      • March 2023
      • Teaching Note

      Ransomware at Springhill Medical Center

      By: Suraj Srinivasan and Li-Kuan Ni
      In July, 2019, Springhill Medical Center (“SMC”) in Mobile, Alabama fell prey to a malicious ransomware attack that crippled the hospital’s internal network systems and public-facing web page. While the hospital rushed to securely restore the network, medical personnel...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Health Industry; Alabama; United States
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      Srinivasan, Suraj, and Li-Kuan Ni. "Ransomware at Springhill Medical Center." Harvard Business School Teaching Note 123-068, March 2023.
      • March 2023
      • Teaching Note

      Ransomware Attack at Colonial Pipeline Company

      By: Suraj Srinivasan and Li-Kuan Ni
      On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
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      Srinivasan, Suraj, and Li-Kuan Ni. "Ransomware Attack at Colonial Pipeline Company." Harvard Business School Teaching Note 123-070, March 2023.
      • March 2023
      • Case

      Ransomware Attack at Colonial Pipeline Company

      By: Suraj Srinivasan and Li-Kuan Ni
      On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
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      Srinivasan, Suraj, and Li-Kuan Ni. "Ransomware Attack at Colonial Pipeline Company." Harvard Business School Case 123-069, March 2023.
      • March 2023
      • Article

      Learning to Successfully Hire in Online Labor Markets

      By: Marios Kokkodis and Sam Ransbotham
      Hiring in online labor markets involves considerable uncertainty: which hiring choices are more likely to yield successful outcomes and how do employers adjust their hiring behaviors to make such choices? We argue that employers will initially explore the value of...  View Details
      Keywords: Selection and Staffing; Analysis; Decision Choices and Conditions
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      Kokkodis, Marios, and Sam Ransbotham. "Learning to Successfully Hire in Online Labor Markets." Management Science 69, no. 3 (March 2023): 1597–1614.
      • February 2023
      • Case

      Ransomware Attack at Springhill Medical Center

      By: Suraj Srinivasan and Li-Kuan (Jason) Ni
      In July, 2019, Springhill Medical Center (“SMC”) in Mobile, Alabama fell prey to a malicious ransomware attack that crippled the hospital’s internal network systems and public-facing web page. While the hospital rushed to securely restore the network, medical personnel...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Health Industry; United States; Alabama
      Citation
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      Srinivasan, Suraj, and Li-Kuan (Jason) Ni. "Ransomware Attack at Springhill Medical Center." Harvard Business School Case 123-065, February 2023.
      • 2023
      • Working Paper

      Unselfish Alibis Increase Choices of Selfish Autonomous Vehicles

      By: Julian De Freitas
      Human drivers routinely make implicit tradeoffs between their selfish interests and the safety of passengers, as when they perform a rolling stop in order to reach their destination faster. Here I explore whether they are comfortable with autonomous vehicles (AVs) that...  View Details
      Keywords: Decision Choices and Conditions; Safety; Attitudes; Technology Adoption
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      De Freitas, Julian. "Unselfish Alibis Increase Choices of Selfish Autonomous Vehicles." Harvard Business School Working Paper, No. 23-043, February 2023.
      • 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...  View Details
      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
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      Trelstad, Brian, Pedro Levindo, and Carla Larangeira. "Natura: Weathering the Pandemic at Brazil's Cosmetic Giant." Harvard Business School Case 323-065, January 2023.
      • January 2023 (Revised May 2023)
      • Case

      Elon Musk at Tesla

      By: George Serafeim and Amram Migdal
      This case gives an overview of Elon Musk’s career arc through the lens of the 2003 founding of Tesla and its growth through 2022. Background information is included on Tesla’s unique strategic decisions, its operational and reputational struggles and successes, and the...  View Details
      Keywords: Business Ventures; Decision Making; Design; Energy; Renewable Energy; Engineering; Entrepreneurship; Environmental Management; Climate Change; Environmental Sustainability; Green Technology; Values and Beliefs; Governance; Innovation and Invention; Innovation Leadership; Innovation Strategy; Leadership; Leadership Style; Management; Goals and Objectives; Organizations; Mission and Purpose; Society; Social Issues; Strategy; Transportation; Value; Auto Industry; Transportation Industry
      Citation
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      Serafeim, George, and Amram Migdal. "Elon Musk at Tesla." Harvard Business School Case 123-044, January 2023. (Revised May 2023.)
      • December 2022 (Revised February 2023)
      • Case

      Akooda: Charging Toward Operational Intelligence

      By: Christopher T. Stanton and Mel Martin
      The Akooda case describes the challenges confronting founder and CEO Yuval Gonczarowski (MBA ‘17) in 2022 as he attempts to boost sales. Launched in November 2020, Akooda was an AI company that mined 20 different sources of digital data, from tools like Slack, Google...  View Details
      Keywords: Data Mining; Productivity; Monitoring; Data Analysis; AI and Machine Learning; Knowledge Management; Operations; Problems and Challenges; Employee Relationship Management; Information Technology Industry; Technology Industry; Information Industry; Boston; Israel
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      Stanton, Christopher T., and Mel Martin. "Akooda: Charging Toward Operational Intelligence." Harvard Business School Case 823-018, December 2022. (Revised February 2023.)
      • December 2022
      • Article

      I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure

      By: Byungyeon Kim, Oded Koenigsberg and Elie Ofek
      Innovations embody novel features or cutting-edge components aimed at delivering desired customer benefits. Oftentimes, however, we observe the need to recall new products shortly after their introduction. Indeed, a firm may rush an innovation to market in an attempt...  View Details
      Keywords: Innovation Management; Innovation And Strategy; Product Development Strategy; Product Introduction; Quality Control; Product Recalls; Game Theory; Market Timing; Innovation Strategy; Product Launch; Product Development
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      Kim, Byungyeon, Oded Koenigsberg, and Elie Ofek. "I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure." Management Science 68, no. 12 (December 2022): 8889–8908.
      • 2022
      • Working Paper

      The Issuance and Design of Sustainability-linked Loans

      By: Maria Loumioti and George Serafeim
      Sustainability-linked loans (i.e., syndicated loans for which pricing is linked to a sustainability performance indicator) have rapidly evolved into a significant private debt product. We find that sustainability-linked lending has been available mostly to borrowers...  View Details
      Keywords: Sustainability; Sustainability Management; Credit Products; Loan Contracts; Loans; Corporate Finance; Credit Risk; Environment; ESG; ESG Ratings; Climate Change; Finance; Borrowing and Debt; Risk and Uncertainty; Credit
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      Loumioti, Maria, and George Serafeim. "The Issuance and Design of Sustainability-linked Loans." Harvard Business School Working Paper, No. 23-027, November 2022.
      • October 2022
      • Case

      Sustainable Finance at Itau BBA

      By: George Serafeim, Maria Loumioti and Benjamin Maletta
      As of August 2022, the Itau BBA had structured dozens of sustainability linked bonds, which made future interest payments a function of the borrower meeting a target for a sustainability metric, and had solidified its reputation as a pioneer of sustainable finance in...  View Details
      Keywords: Sustainable Finance; Corporate Social Responsibility; Environmental Sustainability; Growth Strategy; Debt Contracting; Performance Metrics; Risk Assessment; ESG (Environmental, Social, Governance) Performance; Financial Instruments; Risk Management; Debt Securities; Measurement and Metrics; Banking Industry; Pulp and Paper Industry; Latin America
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      Serafeim, George, Maria Loumioti, and Benjamin Maletta. "Sustainable Finance at Itau BBA." Harvard Business School Case 123-036, October 2022.
      • September–October 2022
      • Article

      Case Study: What's the Right Career Move After a Public Failure?

      By: Jon M. Jachimowicz and Francesca Gino
      “Reunions are for happy people,” Mariani Kallis said to her friend Whitney on the phone. “I’m not going.” “Come on, it won’t be the same without you,” Whitney pleaded. “Besides, no one is happy right now. Everyone’s life is a mess.” “I’m pretty sure none of our...  View Details
      Keywords: Career Decisions; Personal Development and Career
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      Jachimowicz, Jon M., and Francesca Gino. "Case Study: What's the Right Career Move After a Public Failure?" Harvard Business Review 100, no. 5 (September–October 2022): 144–149.
      • October 2022
      • Article

      When Does Moral Engagement Risk Triggering a Hypocrite Penalty?

      By: Jillian J. Jordan and Roseanna Sommers
      Society suffers when people stay silent on moral issues. Yet people who engage morally may appear hypocritical if they behave imperfectly themselves. Research reveals that hypocrites can—but do not always—trigger a “hypocrisy penalty,” whereby they are evaluated...  View Details
      Keywords: Hypocrite; Dishonesty; Social Issues; Moral Sensibility; Public Opinion; Perception
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      Jordan, Jillian J., and Roseanna Sommers. "When Does Moral Engagement Risk Triggering a Hypocrite Penalty?" Art. 101404. Special Issue on Honesty and Deception edited by Maurice E. Schweitzer, Emma Levine. Current Opinion in Psychology 47 (October 2022).
      • 2022
      • Working Paper

      Private Equity Fund Valuation Management during Fundraising

      By: Brian K. Baik
      I investigate whether and how private equity fund managers (GPs) inflate their interim fund valuations (net asset values, or NAVs) during fundraising periods. Specifically, I study the extent to which the GPs inflate NAVs by managing valuation assumptions (e.g.,...  View Details
      Keywords: Private Equity; Institutional Investors; Valuation Multiples; Earnings Management; Private Firms; Valuation; Investment Funds
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      Baik, Brian K. "Private Equity Fund Valuation Management during Fundraising." Harvard Business School Working Paper, No. 23-013, August 2022.
      • 2023
      • Working Paper

      The Dark Side of Generative AI: Chatbots and Mental Health

      By: Julian De Freitas, Ahmet Kaan Uğuralp, Zeliha Uğuralp and Stefano Puntoni
      Chatbots are now able to engage in sophisticated conversations with consumers. Due to the ‘black box’ nature of the algorithms, it is impossible to predict in advance how these conversations will unfold. Behavioral research provides little insight into potential...  View Details
      Keywords: Autonomy; Artificial Intelligence; Chatbots; New Technology; Brand Crises; Ethics; Mental Health; AI and Machine Learning; Well-being; Health; Applications and Software
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      De Freitas, Julian, Ahmet Kaan Uğuralp, Zeliha Uğuralp, and Stefano Puntoni. "The Dark Side of Generative AI: Chatbots and Mental Health." Harvard Business School Working Paper, No. 23-011, August 2022. (Revised May 2023.)
      • July 2022
      • Case

      A Soul and a Service: North Carolina Mutual Life Insurance

      By: Tom Nicholas and John Masko
      The North Carolina Mutual and Provident Association (the Mutual) was founded in 1898 as a for-profit entity selling life insurance catering to the Black community. The Mutual was entering a field crowded with established White-owned competitors that largely refused to...  View Details
      Keywords: Black Entrepreneurs; Insurance; History; Race; Prejudice and Bias; Entrepreneurship; Decision Choices and Conditions; Growth and Development Strategy; Insurance Industry; United States
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      Nicholas, Tom, and John Masko. "A Soul and a Service: North Carolina Mutual Life Insurance." Harvard Business School Case 823-032, July 2022.
      • 2023
      • Working Paper

      How Reputation Does (and Does Not) Drive People to Punish Without Looking

      By: Jillian J. Jordan and Nour S. Kteily
      Punishing wrongdoers can confer reputational benefits, and people sometimes punish without careful consideration. But are these two observations related? Do people “punish without looking” for reputational gain? And if so, is this because unquestioning...  View Details
      Keywords: Opposing Perspectives; Outrage Culture; Signaling; Ideology; Moralistic Punishment; Perspective; Behavior; Reputation; Decision Making
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      Jordan, Jillian J., and Nour S. Kteily. "How Reputation Does (and Does Not) Drive People to Punish Without Looking." Harvard Business School Working Paper, No. 22-073, June 2022. (Revised February 2023.)
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