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  • August 2012
  • Article

Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness

By: Andrew Gershoff, Ran Kivetz and Anat Keinan
Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm... View Details
Keywords: Brands and Branding; Production; Competency and Skills; Welfare or Wellbeing; Cost vs Benefits; Perception; Customers; Performance Evaluation; Fairness; Business Ventures
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  • 14 Apr 2015
  • First Look

First Look: April 14

collection of innovative research and management insights that build upon the foundations of the first book but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering... View Details
Keywords: Sean Silverthorne
  • 10 Dec 2013
  • First Look

First Look: December 10

Brands The case explores the collateralization of intellectual property in a loan agreement between a highly leveraged apparel company and a large U.S. bank. Leveraging intangibles in the credit market is a new practice that has... View Details
Keywords: Sean Silverthorne
  • December 1992
  • Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
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  • 21 Mar 2019
  • HBS Case

The Ferrari Way

Ferrari N.V. is one of the rare brands that unequivocally achieves it—making its iconic horse logo synonymous with luxury and excitement. Thomke, the William Barclay Harding Professor of Business Administration, thinks of a student he... View Details
Keywords: by Michael Blanding; Auto
  • 22 Nov 2023
  • Research & Ideas

Humans vs. Machines: Untangling the Tasks AI Can (and Can't) Handle

people, deeply in your context,” explains Edward McFowland III, assistant professor at Harvard Business School and one of the study’s authors. "The challenge right now is that this is brand new. Companies cannot simply ignore these tools,... View Details
Keywords: by Rachel Layne; Information Technology; Technology
  • 05 Dec 2023
  • Research & Ideas

Lessons in Decision-Making: Confident People Aren't Always Correct (Except When They Are)

time to revisit outdated branding or stick with an established image? Executives aspire to project confidence in their decisions, lest they seem incompetent. “In teams, and organizations more broadly, self-selection often plays a critical... View Details
Keywords: by Kara Baskin
  • 14 Mar 2017
  • First Look

First Look at New Research, March 14

friends’ purchasing. Third, they looked at whether liking affects things other than purchasing (for example, whether it can persuade people to engage in healthful behaviors). And fourth, they tested whether boosting likes by paying to have View Details
Keywords: Sean Silverthorne
  • 27 Feb 2007
  • First Look

First Look: February 27, 2007

Man, and operates ships that travel around the world. In analyzing the choices he faces, students must consider how the initial capitalization of Navigator contributed to its financial distress, evaluate several restructuring plans from a... View Details
Keywords: Martha Lagace
  • 19 Apr 2011
  • First Look

First Look: April 19

elaborate geysers with Diet Coke as their main ingredient, were among the most viewed online videos at the time but were not initially sanctioned by the company. Donnelly knew that opening up the brand to creative consumers was necessary,... View Details
Keywords: Sean Silverthorne
  • September 2020
  • Supplement

Commonwealth Joe: January 2020 Update from CEO Robert Peck

By: Alexander J. MacKay
At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they... View Details
Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry
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  • 09 May 2012
  • Research & Ideas

Clayton Christensen’s “How Will You Measure Your Life?”

of our decisions, not the marginal costs, whether we like it or not.” It was a bold move: Netflix was the quintessential David going up against the Goliath of the movie rental industry. Blockbuster had billions of dollars in assets, tens of thousands of employees, and... View Details
  • 11 Dec 2012
  • First Look

First Look: Dec. 11

of bank leverage and risk exposures contributes to a form of systemic risk. We compute bank exposures to system-wide deleveraging, as well as the spillover of a single bank's deleveraging onto other banks. We show how our model can be used to View Details
Keywords: Sean Silverthorne
  • 5 Sep 2013
  • Conference Presentation

The Color of Taste: Selling Food in Clear Packages in the Early-Twentieth-Century United States

By: Ai Hisano
This paper examines the role of color in the marketing and retailing of food products by focusing on the increasingly popular presentation of food in clear packages in the early-twentieth-century United States. In the 1910s, a candy company began using cellophane to... View Details
Keywords: Food; Product Marketing; Food and Beverage Industry
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  • 26 Jun 2023
  • Research & Ideas

Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks

way of leaving an impression. “A strong ending can have a big impact on people’s evaluations when they look back on an experience,” says De Freitas, coauthor of the working paper “Summarizing the Mental Customer Journey.” “We ended up... View Details
Keywords: by Michael Blanding; Entertainment & Recreation
  • 27 Sep 2011
  • First Look

First Look: September 27

development is fragmented and lacks a coherent and integrated theory and method for developing an effective organization. A 20-year action research program led to the development and evaluation of the Strategic Fitness Process (SFP)-a... View Details
Keywords: Sean Silverthorne
  • 11 Jun 2013
  • First Look

First Look: June 11

a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of... View Details
Keywords: Carmen Nobel
  • 20 Nov 2012
  • First Look

First Look: November 20

has received substantial attention in the strategy literature, where a number of qualitative approaches to describe, represent, and evaluate business models have been proposed. We contend that while helpful to understand a firm's overall... View Details
Keywords: Sean Silverthorne
  • 12 Mar 2024
  • HBS Case

How Used Products Can Unlock New Markets: Lessons from Apple's Refurbished iPhones

Some of Apple’s most loyal customers think nothing of upgrading to the latest iPhone every time one comes out. But what about consumers who can’t splurge on a $1,000 iPhone 15 Pro? And what about the electronic waste that would accrue if people threw away functional... View Details
Keywords: by Rachel Layne; Electronics; Information Technology
  • 28 Aug 2018
  • First Look

New Research and Ideas, August 28, 2018

https://www.hbs.edu/faculty/Pages/item.aspx?num=54899 forthcoming Management Science How Do Sales Efforts Pay Off? Dynamic Panel Data Analysis in the Nerlove-Arrow Framework By: Chung, Doug J., Byungyeon Kim, and Byoung G. Park Abstract— This paper View Details
Keywords: Dina Gerdeman

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