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Publications

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  • All HBS Web  (103)
    • Faculty Publications  (22)

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    • All HBS Web  (103)
      • Faculty Publications  (22)

      Viral Marketing Remove Viral Marketing →

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      • September 2022
      • Case

      Wordle

      By: Karen G. Mills, Christina Wallace, Ebehi Iyoha, Gabriella Elanbeck and Morgane Herculano
      After sourdough bread, countertop chive gardens, and vaccine selfies came a pandemic-era trend that everyone seemed to be in on: one daily chance to guess a five-letter word and crow about your success on social media via little green and yellow squares. From a...  View Details
      Keywords: Games; Mergers and Acquisitions; Trends; Entrepreneurship; Bids and Bidding; Consumer Behavior; Entertainment and Recreation Industry; Technology Industry
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      Mills, Karen G., Christina Wallace, Ebehi Iyoha, Gabriella Elanbeck, and Morgane Herculano. "Wordle." Harvard Business School Case 323-032, September 2022.
      • January 2021 (Revised August 2021)
      • Case

      ByteDance: TikTok and the Trials of Going Viral

      By: William C. Kirby and John P. McHugh
      In 2020, TikTok became the most valuable start-up ever. The short-form, video-sharing social media platform emerged as the crown jewel of the Chinese technology firm ByteDance, realizing 850 million monthly users and an estimated worth of $180 billion. However, a...  View Details
      Keywords: China; Technology; Startup; Start-up; International Strategy; Global Strategy And Leadership; Innovation; Political Risk; Regulations; Trump; Foreign Policy; Foreign Investment; Chinese Internet Market; Global Strategy; Crisis Management; Risk and Uncertainty; Entrepreneurship; Globalized Economies and Regions; Government Legislation; Innovation and Management; Governing Rules, Regulations, and Reforms; Internet and the Web; Social Media; Technology Industry; China; United States
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      Kirby, William C., and John P. McHugh. "ByteDance: TikTok and the Trials of Going Viral." Harvard Business School Case 321-110, January 2021. (Revised August 2021.)
      • September 2020
      • Case

      Apple Bets on Augmented Reality

      By: Rory McDonald, David Lane and Mel Martin
      In 2020, augmented reality (AR) was still a nascent technology with blockbuster potential, one which Apple was actively developing as its iPhone franchise waned. But the emergence of AR was uneven, including the disappointing Google Glass and the unexpected viral...  View Details
      Keywords: Augmented Reality; Industry Structures; Product Development; Commercialization; Competition; Corporate Strategy; Diversification; Information Technology; Technology Adoption; Information Technology Industry; Technology Industry; Video Game Industry
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      McDonald, Rory, David Lane, and Mel Martin. "Apple Bets on Augmented Reality." Harvard Business School Case 621-007, September 2020.
      • August 2020 (Revised January 2021)
      • Case

      Nubank: Democratizing Financial Services

      By: Michael Chu, Carla Larangeira and Pedro Levindo
      Nubank, a wholly-digital solution created to disrupt Brazilian banking, with 6 million clients and a $4 billion valuation after five years, must decide whether to expand to Mexico. The company was founded in São Paulo in 2013 by Colombian-born David Vélez to seize what...  View Details
      Keywords: Fintech; Financial Inclusion; Digital Banking; Credit Cards; Banks and Banking; Disruption; Expansion; Growth and Development Strategy; Financial Services Industry; South America; Brazil; North America; Mexico
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      Chu, Michael, Carla Larangeira, and Pedro Levindo. "Nubank: Democratizing Financial Services." Harvard Business School Case 321-068, August 2020. (Revised January 2021.)
      • 30 Jul 2020
      • Interview

      Viral Marketing and Truth with Jeffrey Rayport

      By: Jeffrey F. Rayport, Tim Love and Rick Tocquigny
      Citation
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      "Viral Marketing and Truth with Jeffrey Rayport." Tim Love's Discovering Truth Podcast, July 30, 2020.
      • 3 Jul 2017
      • Interview

      Marketing Viral com Jeffrey Rayport

      By: Jeffrey F. Rayport and Pedro Pinto
      Keywords: Social Marketing; Marketing; Marketing Strategy
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      "Marketing Viral com Jeffrey Rayport." Ajuste de Contas (Television program), Lisbon, Portugal, July 3, 2017.
      • October 2016
      • Case

      Triangulate: Stay, Pivot or Exit?

      By: Thomas Eisenmann, Shikhar Ghosh and Christopher Payton
      Sunil Nagaraj, Triangulate's founder had spent a few years trying to launch a dating application that matched users based on their behavior on social media. Based on input from advisors, the company changed its focus from a B2B site to a B2C dating site with a unique...  View Details
      Keywords: Early Stage; Pivot; Two Sided Markets; Business Model; Business Exit or Shutdown; Product Launch; Venture Capital; Failure; Internet and the Web; Entrepreneurship; Information Technology; Social and Collaborative Networks; United States; North America
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      Eisenmann, Thomas, Shikhar Ghosh, and Christopher Payton. "Triangulate: Stay, Pivot or Exit?" Harvard Business School Case 817-059, October 2016.
      • 2015
      • Other Unpublished Work

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Lingling Zhang, Clarence Lee and Anita Elberse
      Keywords: Digital Marketing; Advertising Campaigns
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      Zhang, Lingling, Clarence Lee, and Anita Elberse. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." March 2015. (In preparation for resubmission at Marketing Science.)
      • January 2014 (Revised June 2014)
      • Case

      Dumb Ways To Die: Advertising Train Safety (A)

      By: John Quelch
      The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation.  View Details
      Keywords: Viral Marketing; Advertising; Marketing Communications; Social Marketing; Digital Marketing; Advertising Industry; Media and Broadcasting Industry; Public Administration Industry; Oceania; Europe
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      Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A)." Harvard Business School Case 514-079, January 2014. (Revised June 2014.)
      • January 2014
      • Teaching Note

      Dumb Ways To Die: Advertising Train Safety (A), (B) & (C)

      By: John Quelch
      Keywords: Advertising Media; Viral Advertising; Viral Marketing; Public Safety; Advertising; Marketing; Marketing Strategy; Internet and the Web; Digital Marketing; Media and Broadcasting Industry; Public Administration Industry; Oceania; Europe
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      Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A), (B) & (C)." Harvard Business School Teaching Note 514-082, January 2014.
      • January 2014 (Revised June 2014)
      • Supplement

      Dumb Ways To Die: Advertising Train Safety (B)

      By: John Quelch
      The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation.  View Details
      Keywords: Marketing Channels; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Public Sector; Marketing Communications; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Media and Broadcasting Industry; Oceania; Europe
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      Quelch, John. "Dumb Ways To Die: Advertising Train Safety (B)." Harvard Business School Supplement 514-080, January 2014. (Revised June 2014.)
      • January 2014 (Revised June 2014)
      • Supplement

      Dumb Ways To Die: Advertising Train Safety (C)

      By: John Quelch
      The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation.  View Details
      Keywords: Marketing; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Transportation Industry; Oceania; Europe
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      Quelch, John. "Dumb Ways To Die: Advertising Train Safety (C)." Harvard Business School Supplement 514-081, January 2014. (Revised June 2014.)
      • 2015
      • Working Paper

      Online Word of Mouth and Product Review Disagreement

      By: Frank Nagle and Christoph Riedl
      Studies of online word of mouth have frequently posited―but never systematically conceptualized and explored―that the level of disagreement between existing product reviews can impact the volume and the valence of future reviews. In this study we develop a theoretical...  View Details
      Keywords: Online Word Of Mouth; Online Communities; Viral Marketing; Online Product Reviews; Quality; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Social and Collaborative Networks; Digital Marketing; Analytics and Data Science
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      Nagle, Frank, and Christoph Riedl. "Online Word of Mouth and Product Review Disagreement." Harvard Business School Working Paper, No. 13-091, May 2013. (Revised May 2015, selected for AOM Best Paper Proceedings.)
      • Jun 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
      Citation
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Paper presented at the INFORMS Marketing Science Conference, Houston, TX, June 2011.
      • May 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
      Citation
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Paper presented at the Media, Technology and Society Seminar Series, Northwestern University, Evanston, IL, May 2011.
      • May 2011 - 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
      Citation
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Duke University, Fuqua School of Business, Durham, NC, May 2011.
      • February 2011 (Revised November 2013)
      • Case

      The Cheezburger Network

      By: John Deighton and Leora Kornfeld
      Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the...  View Details
      Keywords: Budgets and Budgeting; Digital Marketing; Customer Relationship Management; Venture Capital; Emerging Markets; Strategic Planning; Sales; Internet and the Web; Publishing Industry; Web Services Industry
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      Deighton, John, and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091, February 2011. (Revised November 2013.) (request a courtesy copy.)
      • January 2010 (Revised August 2011)
      • Case

      United Breaks Guitars

      By: John A. Deighton and Leora Kornfeld
      When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a...  View Details
      Keywords: Communication Technology; Customer Satisfaction; Marketing Communications; Marketing Strategy; Consumer Behavior; Network Effects; Service Delivery; Social and Collaborative Networks; Internet; Air Transportation Industry
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      Deighton, John A., and Leora Kornfeld. "United Breaks Guitars." Harvard Business School Case 510-057, January 2010. (Revised August 2011.) (request a courtesy copy.)
      • 2009
      • Working Paper

      Do Friends Influence Purchases in a Social Network?

      By: Raghuram Iyengar, Sangman Han and Sunil Gupta

      Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to...  View Details

      Keywords: Marketing; Network Effects; Sales; Power and Influence; Social and Collaborative Networks; Web Sites; South Korea
      Citation
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      Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009.
      • December 2004 (Revised October 2005)
      • Case

      Hasbro Games -- POX (A)

      By: David B. Godes and Elie Ofek
      Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path...  View Details
      Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
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      Godes, David B., and Elie Ofek. "Hasbro Games -- POX (A)." Harvard Business School Case 505-046, December 2004. (Revised October 2005.)
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