Demand Measurement - Publications - Faculty & Research

27 Oct 2002
Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

even more difficult than in the past. Why the concern about coordination between sales and marketing? Every business exists for financial performance—making money. We know generally how to measure it across different companies and... View Details

Keywords: by Benson Shapiro

01 Feb 2002
News

It's academic. (Not!)

information technology and management, or organizational behavior. That broad range of choices, coupled with the satisfaction of conducting research in the field, generates an extraordinary demand for the handful of available places each... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

10 Feb 2003
Research & Ideas

Commodity Busters: Be a Price Maker, Not a Price Taker

Business is about making money, not measuring macho. The scrap heap of business disasters is littered with managers whose ego drive overwhelmed good business sense. Founder and former chief executive Ray Noorda had a wonderful business in... View Details

Keywords: by Benson P. Shapiro

13 Oct 2009
Research & Ideas

7 Lessons for Navigating the Storm

strikes. It's as if doing so is tantamount to admitting failure as a leader. This tension is not necessarily surprising. Fortune 500 CEOs are some of the most driven, results-oriented people on the planet. Because their jobs compel them to View Details

Keywords: by Martha Lagace

01 Dec 2009
News

One Man Crime Wave

affair was an expression of rebellion, his doctor says, “I tell you, Carl, nobody will ever be able to measure all the human misery that is the indirect result of the inescapable boredom and sense of purposelessness that derives from a... View Details

Keywords: Garry Emmons; fiction writing; Arts, Entertainment; Publishing Industries (except Internet); Information

Web

2024 Reunion Presentations - Alumni

philanthropy. Conducting Business Experimentation Professor Benjamin Roth + More Info - Slides – Less Info - Slides This interactive lecture will introduce the tools of randomized experimentation (A/B tests, RCTs, etc.) for both measuring... View Details

07 Aug 2000
Research & Ideas

Rocket Science Retailing

high at that outlet, while the Boston store might stock relatively few items in this category because demand is lower there. Why don't more retailers customize their inventories? The answer, as we explain later on, lies in slow supply... View Details

Keywords: by Marshall L. Fisher, Ananth Raman & Anna Sheen McClelland; Retail

18 Mar 2009
Research & Ideas

Marketing After the Recession

to plan ahead: Focus on high-potential customers. Make sure you focus on building relationships with ambitious customers in growth industries where pent-up demand is going to be unleashed once the economy turns the corner. If you're... View Details

Keywords: by John Quelch; Retail

25 May 2020
Research & Ideas

Has Occupational Licensing Outlived Its Usefulness?

or she will pay. The study, Consumer Protection In An Online World: An Analysis Of Occupational Licensing, is the first to look together at what consumers care about and the effects on demand and metrics of customer satisfaction. It is... View Details

Keywords: by Martha Lagace; Service

14 Jul 2003
Research & Ideas

Keeping Your Balance With Customers

A successful CM strategy must address each of the following processes. (Typical objectives and measures for customer management are shown in Figure 1.) 1. Customer selection. The customer selection process begins with an understanding of... View Details

Keywords: by Robert S. Kaplan & David P. Norton

17 Nov 2020
In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

stronger demand for home goods and furnishings. Many retailers may be wary about excess inventory and will pare back their ordering. The COVID-19 pandemic is also adversely affecting the supply chains of manufacturers who provide goods to... View Details

Keywords: by Danielle Kost; Retail

15 Apr 2002
Research & Ideas

In the Virtual Dressing Room Returns Are A Real Problem

the right size for apparel products they are considering. Some sites offer "fit calculators" to help consumers translate their measurements into sizes. Others (for example, Public Technologies Multimedia) offer more... View Details

Keywords: by Jan Hammond & Kristin Kohler; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail

07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

"ideas started popping up," he recalls. "The eye tracker measures attention, and due to its scarcity, attention has become more and more important to understand." No one feels that need more urgently, however, than... View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

learn to measure market demand and calculate market penetration rates and market share. "Situation Analysis": Before managers can begin to formulate marketing strategies for their businesses, they... View Details

Keywords: by Sarah Jane Gilbert

29 Oct 2008
Research & Ideas

The Next Marketing Challenge: Selling to ’Simplifiers’

Rich and Famous." As they grew richer, pressure increased on those below to trade up. And, as they traded up, pressure increased in turn on the well-off to buy even more—the second home, the big screen TV, and the latest sport-utility vehicle. Enter the big houses that... View Details

Keywords: by John Quelch; Retail; Consumer Products; Entertainment & Recreation

06 Oct 2011
What Do You Think?

How Will the ‘Moneyball Generation’ Influence Management?

Moneyball Analytics play a greater role in preparation for management? If so, what should it replace? What do you think? Jim Heskett's latest book,The Culture Cycle, was published in September. Original Article In the past we've discussed the importance of adding... View Details

Keywords: by James Heskett

17 Jun 2014
First Look

First Look: June 17

Publications August 2013 California Management Review What Impact? A Framework for Measuring the Scale & Scope of Social Performance By: Ebrahim, Alnoor, and V. Kasturi Rangan Abstract—Organizations with social missions, such as... View Details

Keywords: Sean Silverthorne

09 Jun 2003
Research & Ideas

Incentives and Operational Excellence

delivery—for free. If you run the video store, you worry about the customer who comes in specifically to rent The Matrix but leaves annoyed and empty handed because the video isn't on the shelves today. According to Harvard Business School professor V.G. Narayanan, a... View Details