market research - Publications - Faculty & Research

30 May 2023
Research & Ideas

Can AI Predict Whether Shoppers Would Pick Crest or Colgate?

came from a sample of customers.” While the recent emergence of ChatGPT has reignited fears that machines may replace humans in the workplace, the results of this study don’t necessarily mean that AI is going to gut marketing departments,... View Details

Keywords: by Kristen Senz

Elie Ofek

Elie Ofek is a Professor in the Marketing unit at the Harvard Business School. Professor Ofek's research focuses on new product strategies in technology-driven business environments as well as in consumer-oriented companies in general. He explores interactions... View Details

Keywords: internet; media; high technology; consumer products

12 Sep 2023
Research & Ideas

How Can Financial Advisors Thrive in Shifting Markets? Diversify, Diversify, Diversify

Professor of Business Administration. “And in this situation, you get stuck there if you only offer a few services, don't have a good marketing strategy, or you don't really have a good referral program.” The View Details

Keywords: by Ben Rand; Financial Services

Victoria Ivashina

Victoria Ivashina is the Lovett-Learned Professor of Finance and Head of the Finance Unit at Harvard Business School. She also serves as a Research Associate at the National Bureau of Economic Research (NBER), a Research Fellow at the Center for Economic Policy... View Details

Keywords: banking; federal government; financial services; investment banking industry; private equity (LBO funds); private equity (other)

Rohit Deshpande

Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program,... View Details

Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry

09 Dec 2019
News

Identify Great Customers from Their First Purchase

Robin Greenwood

Robin is the George Gund Professor of Finance and Banking at Harvard Business School. He serves as the Senior Associate Dean for Faculty Development and Research. He is past faculty director of the Behavioral Finance and Financial Stability project, chair of... View Details

Keywords: banking; financial services

10 Aug 2015
Research & Ideas

New Medical Devices Get To Patients Too Slowly

innovator. By contrast, previous research by Harvard's David Carpenter and others found that first movers in new chemical drug categories typically receives the fastest FDA approval, with every follow-on drug in the same category taking... View Details

Keywords: by Michael Blanding; Health; Technology

Charlotte L. Robertson

Charlotte Robertson is an Assistant Professor in the Business, Government, and the International Economy Unit at Harvard Business School. She teaches BGIE in the MBA required curriculum.

Professor Robertson conducts research on the history of financial... View Details

September 2010 (Revised February 2011)
Case

Red Lobster

By: David E. Bell and Jason Riis

Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details

Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry

Citation

Educators

Purchase

Terrence Tianshuo Shi is a doctoral student at Harvard Business School. He was awarded the John M. Olin Research Fellowship in Law and Economics at Harvard Law School and named a Deloitte Foundation Doctoral Fellow for 2024. Prior to joining the doctoral program,... View Details

Benson P. Shapiro

Benson P. Shapiro is a well-known authority on marketing strategy and sales management with particular interests in pricing, product line planning, and marketing organization. He is also the Malcolm P. McNair Professor of Marketing Emeritus at the Harvard Business... View Details

21 Jul 2022
Research & Ideas

Did Pandemic Stimulus Funds Spur the Rise of 'Meme Stocks'?

The US government set out to support consumers and jolt the economy when it issued federal stimulus checks during the early months of the COVID-19 pandemic. But actually, that money helped propel questionable investments in “meme stocks,” one of the most visible... View Details

Keywords: by Rachel Layne; Financial Services

21 Jul 2021
Research & Ideas

What Does an ESG Score Really Say About a Company?

Receiving more information can clarify the complex, but not when it comes to environmental, social, and governance (ESG) scores. A recent study shows that the more information a company discloses about its ESG practices, the more rating agencies disagree on how well... View Details

Keywords: by Kristen Senz

July 2010
Case

Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

By: John A. Quelch and Heather Beckham

Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details

Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States

Citation

Educators

Purchase

Co-Chair, Driving Digital Strategy

Sunil Gupta is the Edward W. Carter Professor of Business Administration and co-chair of the executive program on Driving... View Details

Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry

Jingpeng Hong

Jingpeng is a Ph.D. student in Marketing at Harvard Business School. Previously, he received a B.A. in Economics from the National School of Development, Peking University and a M.A. in Social Sciences, Economics from the University of Chicago. His research interests... View Details

Lauren Rice

Lauren is a doctoral student in the Business Economics program. Her research interests include finance, development economics, health economics, and industrial organization. He graduated from Harvard College in 2020, where he studied Economics and... View Details

Renata Gaineddenova

Renata Gaineddenova is an Assistant Professor in the Strategy Unit at Harvard Business School. Her research focuses on industrial organization and the market design of digital platforms. Prior to joining HBS, Professor Gaineddenova was a Postdoctoral Associate at... View Details

05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

authors of Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers (HBS Press, 2008). Transformation is just one metaphor that finds expression in products that satisfy deeply held consumer needs and desires. Other... View Details

Keywords: by Martha Lagace; Consumer Products

Publications