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When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral...
Seventeen years after the dawn of social media marketing, this medium continues to be an intriguing puzzle—a place where brands are investing more...
- 2020
- Working Paper
From Online Content to Offline Results: Effects of a Best Practices Initiative on an Enterprise Social Network
By: Shelley Xin Li and Tatiana Sandino
We examine the effects of a best practices initiative on an enterprise social network (ESN) with a natural field experiment in a large grocery store chain. Our results do not show an immediate improvement in sales, but do show 3.67-percent higher sales for the...
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- February 2021
- Article
How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice
By: Ryan W. Buell and Basak Kalkanci
Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts...
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- January 2021
- Case
Value-Based Insurance Design at Onex
By: Joshua Schwartzstein, Amitabh Chandra and Amram Migdal
The operating executives of Health and Benefits for Onex Partners, Megan Jackson Frye and Sam Camens, faced a challenge: Healthcare costs for employees of Onex’s portfolio companies were continuing to rise above the consumer price index, reflecting broader trends...
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Keywords:
Decision Making;
Cost Vs Benefits;
Decision Choices And Conditions;
Decisions;
Finance;
Behavioral Finance;
Insurance;
Health;
Health Care And Treatment;
Human Resources;
Compensation And Benefits;
markets;
Demand And Consumers;
Consumer Behavior;
social Psychology;
Behavior;
Interests;
Motivation And Incentives;
Perception;
Health Industry;
Insurance Industry;
North America;
United States
- January 2021
- Case
eToro: Building the World's Largest Social Trading Network
By: Elie Ofek and Danielle Golan
Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make...
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- December 2020
- Case
Tencent: Combining Technology and Culture
By: Elie Ofek, Billy Chan and Dawn H. Lau
Tencent, one of the largest Internet conglomerates in China, had a vision to become a "Tech+Culture" firm. With dominant market shares in online games and social networking, it had built a vast Internet-based entertainment ecosystem, and was now focused on cultural...
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Keywords:
Media Franchise;
marketing;
market Entry And Exit;
Product Launch;
Strategy;
Culture;
China
- November 2020
- Case
Guild Education: Unlocking Opportunity for America's Workforce
By: William A. Sahlman, Michael D. Smith, Nicole Tempest Keller and Alpana Thapar
Founded in 2015, Guild Education is an education marketplace that connects employers and universities to provide employees with ‘education as a benefit.’ The Denver-based company is transforming traditional tuition assistance programs by facilitating direct payment by...
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- October 2020 (Revised December 2020)
- Case
Investing at Pivotal Ventures
By: Emil N. Siriwardane, Emily R. McComb and Eren Kuzucu
Launched in 2015 by Melinda Gates, co-chair of the Bill & Melinda Gates Foundation, Pivotal Ventures is an investment and incubation company. The company aims to support and promote transformational ideas, people and organizations, and advance social progress for women...
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- September 2020 (Revised November 2020)
- Case
d.light
By: Michael Chu, Krishna G. Palepu and Dilyana Karadzhova Botha
Kenyan off-grid-solar pioneer d.light can power entire homes in rural Africa but must now decide how to fund the growth of its asset-heavy business model. Ned Tozun and Sam Goldman founded d.light in 2006 to transform lives through solar solutions enabling access to...
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- September 2020
- Case
Getaway
By: Ryan W. Buell and Amy Klopfenstein
Since its founding, Getaway’s service offering – tiny, modern cabins in the woods, located within a two-hour drive of major metropolitan areas – had been met with tremendous demand. Overworked and overconnected city dwellers reveled in the opportunity to take a break...
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- 2020
- Working Paper
Long-Run Returns to Impact Investing in Emerging Markets and Developing Economies
By: Shawn Cole, Martin Melecky, Florian Mölders and Tristan Reed
There is growing interest in impact investing, the idea of deploying capital to obtain both financial and social or environmental returns. Examination of every equity investment made by the International Finance Corporation, one of the largest and longest-operating...
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- August 2020 (Revised January 2021)
- Supplement
Facelift at Olay (B)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales.
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- August 2020 (Revised January 2021)
- Case
Just Arrived: Integrating Refugees in Sweden
By: Brian Trelstad, Emilie Billaud and Mette Fuglsang Hjortshoej
In April 2020, Lisa Tengberg, Harvard Business School MBA Candidate, submitted a paper on Just Arrived, an online platform which matched newly-arrived immigrants with employers in Sweden. The case describes the European refugee crisis and different approaches in...
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- August 2020 (Revised September 2020)
- Case
Facelift at Olay (A)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new...
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- August 2020
- Article
Strategies for Managing the Privacy Landscape
By: Ramon Casadesus-Masanell and Andres Hervas-Drane
Firms use consumer personal information to improve their products and services. Personal information is open to misuse, however, and when exploited for undesired or unexpected purposes reduces consumer’s trust in the firm and their willingness to provide personal...
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- 2020
- Working Paper
Of Learning and Forgetting: Centrism, Populism, and the Legitimacy Crisis of Globalization
By: Rawi Abdelal
Every order is a bargain with disappointments and trade-offs. Thus is every order an unstable equilibrium. The first era of globalization, circa 1870–1914, created both international prosperity and domestic instability. That instability was fully realized during the...
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- 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...
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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;
Advertising Industry;
Public Relations Industry;
Chemical Industry;
Beauty And Cosmetics Industry;
Manufacturing Industry;
Retail Industry;
North And Central America;
United States;
New York (city, Ny);
New York (state, Us)
- 2020
- Book
Capitalism at Risk: How Business Can Lead
Who should take the lead in fixing market capitalism? Business—not government alone. The spread of capitalism worldwide has made people wealthier than ever before. But capitalism's future is far from assured. Pandemics, income inequality, resource depletion, mass...
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- June 2020
- Case
Career Karma: Growth in a Time of Global Uncertainty (A)
By: Laura Huang, Elizabeth Jiang and Brandon Yu
Career Karma is a startup focused on helping individuals looking to transition careers into computer engineering roles or similar fields by preparing them for formal technical training programs, or “coding bootcamps,” that would lead to a successful career pivot upon...
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Keywords:
Business Ventures;
Business Growth And Maturation;
Business Plan;
Business Startups;
Education;
Training;
Entrepreneurship;
Corporate Entrepreneurship;
social Entrepreneurship;
Management;
Goals And Objectives;
Growth And Development Strategy;
Growth Management;
marketing Strategy;
Organizations;
Mission And Purpose;
Personal Development And Career;
Health Pandemics;
Technology Industry;
Education Industry;
Employment Industry
- June 2020
- Supplement
Career Karma: Growth in a Time of Global Uncertainty (B)
By: Laura Huang and Elizabeth Jiang
This (B) case expands upon the journey of Career Karma’s three founders by presenting a fictionalized Investor Meeting scenario.
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Keywords:
Business Ventures;
Business Growth And Maturation;
Business Plan;
Business Startups;
Education;
Training;
Entrepreneurship;
Corporate Entrepreneurship;
social Entrepreneurship;
Management;
Goals And Objectives;
Growth And Development Strategy;
Growth Management;
marketing Strategy;
Organizations;
Mission And Purpose;
Personal Development And Career;
Technology Industry;
Education Industry;
Employment Industry
- June 2020
- Teaching Note
Generation Investment Management
By: Vikram S. Gandhi and Sarah Mehta
This teaching note provides guidance for teaching the case “Generation Investment Management” (820-033), which looks at the challenges facing a sustainable investment firm.
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Keywords:
Sustainable Investing;
Socially Responsible Investing;
Long-term Investing;
Esg;
Climate Change;
Environmental Sustainability;
Finance;
Equity;
Governance;
Private Equity;
Public Equity;
Financial markets;
Investment;
Investment Return;
Investment Activism;
Investment Funds;
Investment Portfolio;
Institutional Investing;
Corporate social Responsibility And Impact;
Financial Services Industry;
United Kingdom;
England;
London