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  • July 2005 (Revised April 2006)
  • Case

Idea Village (A)

By: Joseph B. Lassiter III and Dan Heath
Andy Khubani, the CEO of Idea Village, a company that markets to consumers via direct-response TV ads, must decide whether to launch a campaign touting a hair removal product for women. Explains the direct-response industry and contrasts its methodology with... View Details
Keywords: Marketing Channels; Gender; Consumer Products Industry
Related
  • 2022
  • Working Paper

Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking

By: Jonathan Wallen and John Hatfield
We investigate the relationship between the interest rates offered to consumers in a deposit banking market and the contact that banks in that market have with each other in other markets. We show, in a simple theoretical model, that such overlapping relationships... View Details
Keywords: Antitrust; Deposit Banking; Market Power; Multimarket Contact; Banks and Banking; Markets; Competition
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    Ruru Hoong

    Ruru Hoong is a PhD candidate in Economics at Harvard & HBS. Her research interests currently span behavioural, labour, and publiceconomics, focusing particularly on the impact of new digital technologies and associated regulatory policies. She graduated with a... View Details
    • 2014
    • Other Teaching and Training Material

    Marketing Reading: Segmentation and Targeting

    By: Sunil Gupta
    This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details
    Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States
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      Jorge Colmenares

      Jorge Colmenares graduated from Yale College in 2020, where he studied Economics and Mathematics. Prior to graduate school, he worked as a research assistant for Profs. Lawrence Schmidt and Taha Choukhmane at MIT Sloan School of Management. His research... View Details

        Joey Ryu

        Joey (Won Jung) Ryu is a doctoral student in the Strategy unit at Harvard Business School. Her primary interests are strategic management, economics of innovation and entrepreneurship. Prior to joining HBS, Joey recieved her master's degree from Cornell University... View Details
        Keywords: biotechnology; health care; pharmaceuticals; high technology; information technology industry
        • 26 May 2009
        • Research & Ideas

        Improving Market Research in a Recession

        product categories, or stores. Some are even changing long-held attitudes toward consumption. To many folks, filling the home with more stuff or keeping up with the Joneses is no longer appealing. As a result, the degree of uncertainty in... View Details
        Keywords: by John Quelch
        • Teaching Interest

        Digital Marketing Strategy

        By: John A. Deighton

        When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

        • 14 Oct 2019
        • News

        A Guide to the Big Ideas and Debates in Corporate Governance

        • 20 Nov 2019
        • Video

        Shinta Widjaja Kamdani

        Shinta Kamdani, owner of Indonesian-based consumer products and energy company Sintesa Group, describes the logic of the Group’s diversification strategies which seek to balance consumer industries which... View Details

          Raymond P. Kluender

          Ray Kluender is an assistant professor in the Entrepreneurial Management Unit, teaching Entrepreneurial Finance to second-year MBA students.

          He studies the causes of financial distress among American households and how public policy,... View Details

            Christian Kaps

            Christian Kaps is an Assistant Professor of business administration in the Technology and Operations Management (TOM) Unit at Harvard Business School. Kaps' research focuses on emerging topics in renewable electricity generation and storage - notably how new... View Details

              Julian J. Zlatev

              Julian Zlatev is an assistant professor of business administration in the Negotiation, Organizations & Markets Unit. He teaches the second-year Negotiation course.

              Professor Zlatev’s research interests include ethics and morality, trust, impression... View Details

              • January 2015
              • Case

              Eataly: Reimagining the Grocery Store

              By: Sunil Gupta, Michela Addis and Ruth Page
              Within a few years of its operations, the Italian-based supermarket Eataly created a lot of buzz and excitement among consumers and media. Eataly's initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly... View Details
              Keywords: Customer Engagement; Innovation; Retailing; Supermarkets; Agribusiness; Customers; Entrepreneurship; Food; Marketing; Retail Industry; Food and Beverage Industry; Europe; Asia; North and Central America
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              • February 2024
              • Module Note

              Data-Driven Marketing in Retail Markets

              By: Ayelet Israeli
              This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
              Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; ＂Marketing Analytics＂; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
              Related
              • 24 Apr 2014
              • HBS Seminar

              Rebecca Henderson, Harvard Business School

              • Career Coach

              Nicole Ledoux

              Nicole (HBS '08) is Co-founder/CEO of 88 Acres, a Consumer Products company in the Natural Food space. She has experience in brand building, business development, new product launch, fundraising &... View Details
              Keywords: Consumer Products; Consumer Products; Consumer Products; Consumer Products

                Fanele Mashwama

                Fanele is a doctoral student in the Business Economics program. His research interests are in empirical finance in low-income countries. Prior to graduate school he worked at McKinsey & Company, as a research assistant for Michael Kremer and Shawn Cole and at... View Details
                • 15 Jun 2021
                • Cold Call Podcast

                IKEA Navigates the Future While Staying True to its Culture

                Keywords: Re: Juan Alcacer & Cynthia A. Montgomery; Retail

                  Amit Goldenberg

                  Amit Goldenberg is an assistant professor in the Negotiation Organization & Markets unit, an affiliate with Harvard’s View Details