Business Marketing - Publications - Faculty & Research

10 Nov 2008
What Do You Think?

How Much Can You Ask of Your Customers?

customers if we give something back, even if that something is a sense of belonging just look at this forum to see it in action." As Jacoline Loewen put it, "Even if a company does not want customers involved in their business... View Details

Keywords: by Jim Heskett

07 Oct 2019
Sharpening Your Skills

How Companies Can Make Up with (Very) Unhappy Customers

JetBlue today is considered one of the top airlines in the world, and its customer ratings are as high as its airplanes. But not that long ago JetBlue was a prime business school example of a nightmare scenario displacing 130,000... View Details

Keywords: by Sean Silverthorne; Retail; Air Transportation

19 Oct 2017
Research & Ideas

How Charitable Organizations Can Thwart Excuses for Not Giving

(Photo source: Catherine Lane) Giving to charity is the ultimate act of selflessness. We offer our own hard-earned money to those in need, with no thought of return. The reality of altruism, however, is much more complicated, as Harvard View Details

Keywords: by Michael Blanding

December 2012 (Revised July 2015)
Supplement

Nalli Silk Sarees (B)

By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram

Presents the company's perspective using an interview format. Ramnath K. Nalli, vice chairman of Nalli Silk Sarees Private Limited, and his daughter, Lavanya Nalli (HBS MBA 2011), the fifth generation entrepreneur to be involved in the family business, discuss customer... View Details

Keywords: Family Business; Consumer Behavior; Entrepreneurship; Apparel and Accessories Industry

Citation

Purchase

November 2017
Teaching Note

Facebook Fake News in the Post-Truth World

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 717-473. 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 United States in November 2016 had triggered a national storm of protests, and... View Details

Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networking; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Advertising Industry; Communications Industry; Entertainment and Recreation Industry; Information Industry; Information Technology Industry; Journalism and News Industry; Media and Broadcasting Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; California; Sunnyvale; Russia

Citation

Purchase

09 Aug 2011
News

A Toast to Macchu Pisco

Business Plan Contest, I did a marketing independent study on how to launch a premium pisco brand in the United States. We entered a plan in the contest and were semi-finalists. The alumni I contacted during... View Details

Keywords: Beverage and Tobacco Product Manufacturing; Manufacturing

August 2019 (Revised October 2019)
Supplement

Preserving Trust at Care.com (B)

By: Krishna G. Palepu and Julia Kelley

The (B) case describes the company’s response and subsequent developments. View Details

Keywords: Business Strategy; Corporate Governance; Digital Platforms; Market Design; Emerging Markets; Trust; Technology Industry; United States

Citation

Purchase

09 Apr 2001
Research & Ideas

The Manager’s Guide to Communicating with Customers Collection

depth in a focus group.—Gerald Zaltman Underhill shuns academic market research as being too theoretical. Yet some of this research supports Underhill's commonsense findings. Such is the case with the work of Gerald Zaltman, a Harvard... View Details

Keywords: by Richard Bierck; Retail

01 Sep 2006
News

Light Years Ahead

coursework similar to what I had been doing at JPL.” As his doctoral work progressed, Light became “more and more interested in the Business School side of the joint program.” He found mentors in Raiffa and Finance Professor Eli Shapiro,... View Details

Keywords: Roger Thompson; Business Schools & Computer & Management Training; Business Schools & Computer & Management Training

01 Aug 2013
News

A Cure for Cold Storage

started two years ago in the HBS class Commercializing Science—a course open to students from across the University—which pairs scientific research teams with students looking to help them pursue a market for their discoveries. One of the... View Details

Keywords: Morrell, Daniel; vaccines; Ambulatory Health Care Services; Health, Social Assistance

01 Feb 2001
News

New Fitzhugh Professorship Celebrated

University in 1934. Fitzhugh became engrossed in his experience at Howard, which stretched into the next three decades and left an indelible mark on the school and its business curriculum. He worked diligently to build Howard's View Details

Keywords: H. Naylor Fitzhugh (MBA '33); Colleges, Universities, and Professional Schools; Educational Services

Student-Profile

Yueran Ma

finance and macroeconomics are made in the face of uncertainty and beliefs play a central role. In the past few years, I have studied how non-financial firms in the U.S. exploit capital market frictions and act as arbitrageurs across... View Details

01 Jun 2017
News

Inbox: From Das’s Desk

and customer profitability. I have taught a variety of courses, including First-Year Marketing (FYM) in the RC and Business Marketing in the EC. I was course head of FYM for... View Details

Keywords: Das Narayandas

07 Oct 2024
News

On the Move: Nikos Bartzoulianos (MBA 2008)

doing laundry. There’s an obligation to do all these things in a more sustainable way. To put it differently, this is not a company that sells appliances; but rather a business of living better by making clothes last longer and food taste... View Details

June 2022
Case

The SAH Group: The Time is Right

By: Juan Alcacer and Alpana Thapar

In January 2021, Jalila Mezni, cofounder and CEO of the SAH Group, was preparing to present the company’s future growth plans to its board of directors. The Tunisian company was a leading producer and distributor of personal care and packaged hygiene products. In 2019,... View Details

Keywords: Growth Management; Expansion; Business Divisions; Product Positioning; Brands and Branding; Competition; Presentations; Consumer Products Industry; Tunisia; Kenya

Citation

Educators

Purchase

Career Coach

Minal Mehta

Minal (Harvard Business School ‘10, Stanford ‘03) has over two decades of experience in the technology industry. Most recently, she was the cofounder and CEO of AllTakes, a venture-backed online platform designed to foster secure and... View Details

Keywords: Emerging Markets; Emerging Markets; Emerging Markets

01 Jun 2024
News

Crash Pad

each floor—“and lots of little cubicles on the inside. Turning those into units with light is not at all easy to do.” Still, post-pandemic trends are reshaping commercial real estate markets in ways that favor repurposing at least some... View Details

Keywords: Amy Crawford; illustrations by Kathleen Fu; building coversion; housing crisis; innovation; real estate; Real Estate

10 Mar 2015
Research & Ideas

The Surprising Winners and Losers in the Retail Revolution

three-part interview with Harvard Business School Marketing professors Rajiv Lal and José B. Alvarez, they discuss who is winning this revolution and which brands appear to be losing ground. Sean... View Details

Keywords: by Sean Silverthorne; Retail

23 Sep 2013
Research & Ideas

Status: When and Why It Matters

like to believe that people pay for status for purely symbolic reasons, but the empirical evidence for that has been weak at best," says Harvard Business School's Daniel Malter, an assistant professor in the Strategy unit who studies... View Details

Keywords: by Dina Gerdeman

April 2017
Case

Luminopia: Improving Treatment for Visual Disorders

By: Doug J. Chung and Sarah Mehta

Luminopia—a start-up founded in January 2016 by three Harvard College freshmen—uses virtual reality technology to treat amblyopia (more commonly called “lazy eye”), the single biggest cause of visual disorders among children. By February 2017, the three founders had... View Details