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    • Faculty Publications  (10)

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    • All HBS Web  (355)
      • Faculty Publications  (10)

      Word-of-mouth Marketing Remove Word-of-mouth Marketing →

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      word of mouth marketing Archives - Digital Innovation and Transformation
      Skip to content The HBS Digital Initiative brings together perspectives across disciplines to help people understand how technology is transforming...
      Marketing Reading: Digital Marketing
      → Search All HBS Web
      • 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; Advertising Industry; Consumer Products Industry
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      Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
      • September 2016 (Revised March 2020)
      • Teaching Note

      Fasten: Challenging Uber and Lyft with a New Business Model

      By: Feng Zhu
      Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride, as opposed to the 20%–30%...  View Details
      Keywords: Information Technology; Transportation; Business Startups; Business Model; Transportation Industry; Boston
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      Zhu, Feng. "Fasten: Challenging Uber and Lyft with a New Business Model." Harvard Business School Teaching Note 617-019, September 2016. (Revised March 2020.)
      • May 2016 (Revised March 2020)
      • Case

      Fasten: Challenging Uber and Lyft with a New Business Model

      By: Feng Zhu and Angela Acocella
      Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride as opposed to the 20-30%...  View Details
      Keywords: Information Technology; Transportation; Business Startups; Business Model; Transportation Industry; Boston
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      Zhu, Feng, and Angela Acocella. "Fasten: Challenging Uber and Lyft with a New Business Model." Harvard Business School Case 616-062, May 2016. (Revised March 2020.)
      • September 2006 (Revised July 2009)
      • Case

      BzzAgent, Inc. - 2005

      By: William A. Sahlman and Caroline Perkins
      Describes a set of financing issues confronting a rapidly growing company that uses "Word-of-Mouth" marketing techniques in promoting research, new products, or services. The company proposes to set the terms for a new round of venture capital it needs and to have...  View Details
      Keywords: Venture Capital; Investment; marketing Communications; marketing Strategy; Value
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      Sahlman, William A., and Caroline Perkins. "BzzAgent, Inc. - 2005." Harvard Business School Case 807-057, September 2006. (Revised July 2009.)
      • September 2004 (Revised February 2010)
      • Case

      The Passion of the Christ (A)

      By: John A. Quelch, Anita Elberse and Anna Harrington
      Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and...  View Details
      Keywords: Advertising Campaigns; Film Entertainment; marketing Strategy; Product Launch; Product Positioning; Distribution Channels; Religion; Motion Pictures And Video Industry
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      Quelch, John A., Anita Elberse, and Anna Harrington. "The Passion of the Christ (A)." Harvard Business School Case 505-025, September 2004. (Revised February 2010.)
      • March 2002 (Revised May 2003)
      • Case

      NeoPets, Inc.

      By: Thomas R. Eisenmann and Elizabeth Kind
      NeoPets, a rapidly growing Internet start-up, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to exploit Asian markets as well as which other regions to target. NeoPets allows its...  View Details
      Keywords: Expansion; Global Strategy; Network Effects; Joint Ventures; Business Conglomerates; Age; Online Technology; Product Positioning; Online Advertising; Web Sites; Internet; Corporate Entrepreneurship; Information Technology Industry; Asia; Singapore
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      Eisenmann, Thomas R., and Elizabeth Kind. "NeoPets, Inc." Harvard Business School Case 802-100, March 2002. (Revised May 2003.)
      • November 2001 (Revised March 2002)
      • Case

      Digital Angel

      By: Youngme E. Moon and Kerry Herman
      Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young...  View Details
      Keywords: Information; Safety; Rights; market Entry And Exit; Ethics; Product Launch; Brands And Branding; Product Development
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      Moon, Youngme E., and Kerry Herman. "Digital Angel." Harvard Business School Case 502-021, November 2001. (Revised March 2002.)
      • Article

      Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior

      By: Doug Bowman and Das Narayandas
      Keywords: Management; Customers; Contracts; Production; Behavior
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      Bowman, Doug, and Das Narayandas. "Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior." Journal of Marketing Research (JMR) 38, no. 3 (August 2001).
      • Teaching Interest

      Marketing Models Doctoral Seminar

      By: Doug J. Chung

      This course is a doctoral level course on Quantitative Marketing. We will cover methodological as well as substantive topics this semester. Methodological topics include: Choice models, Entry and Exit models, Dynamic structural models, Bayesian estimation methods...  View Details

      • 2015
      • Other Teaching and Training Material

      Marketing Reading: Digital Marketing

      By: Sunil Gupta and Joseph Davin
      Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and...  View Details
      Keywords: Advertising; Buzz Marketing; Internet Marketing; marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; marketing Channels; marketing Reference Programs; Online Advertising; Advertising Industry
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      Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
      • 1

      Are you looking for?

      word of mouth marketing Archives - Digital Innovation and Transformation
      Skip to content The HBS Digital Initiative brings together perspectives across disciplines to help people understand how technology is transforming...
      Marketing Reading: Digital Marketing
      → Search All HBS Web
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