General Management
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- May–June 2024
- Article
What Makes a Successful Celebrity Brand?
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work.
- May–June 2024
- Article
What Makes a Successful Celebrity Brand?
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work.
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About the Unit
The General Management Unit is concerned with the leadership and management of the enterprise as a whole. This concern encompasses:
- the personal values and qualities of effective general managers and enterprise leaders;
- the philosophies, values, and strategies that inform successful enterprises; and
- the relation of enterprise to the broader community and other external constituencies.
The Unit's work is conceived and carried out principally in four interest groups, each of which has its own leadership, research agenda, and teaching programs:
- Management Policy and Process
- Management Information Systems
- Society and Enterprise
- Leadership, Values, and Corporate Responsibility
Recent Publications
What Makes a Successful Celebrity Brand?
- May–June 2024 |
- Article |
- Harvard Business Review
How to Build a Life: Jung’s Five Pillars of a Good Life
- April 11, 2024 |
- Article |
- The Atlantic
How to Build a Life: The One Big Thing You Can Do for Your Kids
- April 4, 2024 |
- Article |
- The Atlantic
America’s Crisis of Civic Virtue
- April 2024 |
- Article |
- Journal of Democracy
Governing OpenAI (B)
- March 2024 |
- Case |
- Faculty Research
How to Build a Life: How Not to Be Bored When You Have to Wait
- March 28, 2024 |
- Article |
- The Atlantic
How to Build a Life: Whatever You Do, Don’t Do the Silent Treatment
- March 21, 2024 |
- Article |
- The Atlantic
Vineyard Wind Starts Spinning: Overcoming Onshore Challenges to Offshore Wind
- March 2024 (Revised March 2024) |
- Case |
- Faculty Research
Harvard Business Publishing
Seminars & Conferences
There are no upcoming events.