Social marketing

This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize...

In 2014, the executive director (ED) of India's Petroleum Conservation Research Association needed to prepare the next phase of the association's marketing...

This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro...

This case, "vineyard vines and The Brotherhood of the Traveling Pants," introduces students to a unique partnership in the social media advertising world....

The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget...

In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The...

The case recounts a significant attempt at social transformation through a simple mechanism of providing cooking gas to the marginalised in society. Targeting...

Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed...

Netflix, a subscription-based movie and television show rental service, offered content to subscribers either via DVDs delivered by mail, or through Internet-based...

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary...

This case reveals the events that took place after the conclusion of the cases "Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign."...

In January 2022, the leaders of the Canadian charity organization International Needs Canada recognized that individual child sponsorship had serious...

Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app - Proday, a home fitness...

By October 2021, the US social media giant Facebook Inc. had been dominating the social media market globally with the highest number of active users....

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The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget...

In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the...

After the successful release of the first Hunger Games film in 2012, the film's distributor, Lionsgate, was preparing to release the next movie in the...

In 2018, Mustafa Koita, Founder and CEO of Dubai-based organic milk company Koita has to decide whether or not to pursue an investment from a potential...

Influencer marketing is upending established customer-facing businesses.

Takeaways from a survey of more than 800 customer service reps.

Takeaways from an analysis of the American Customer Satisfaction Index.

This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize...

How to create a road map to ensure you’re measuring what matters.

In 2014, the executive director (ED) of India's Petroleum Conservation Research Association needed to prepare the next phase of the association's marketing...

Seven reasons companies are reinvesting in TV, radio, and print ads.

This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro...

This case, "vineyard vines and The Brotherhood of the Traveling Pants," introduces students to a unique partnership in the social media advertising world....

Harvard Business Review publishes new and authoritative ideas for improving the practice of management. Written by leading business thinkers and executives,...