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-
All HBS Web
(1,241)
- News (252)
- Research (893)
- Events (3)
- Multimedia (1)
- Faculty Publications (358)
- November 2015 (Revised January 2017)
- Case
Uber: Changing the Way the World Moves
By: Youngme Moon
In 2015, Uber is building what may be the largest point-to-point transportation network of its kind; it is literally changing the way the world moves. But unlike traditional transportation logistics companies like FedEx, Uber has an incredibly lightweight...
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Keywords:
Service;
Innovation;
Pricing;
Customer Loyalty;
Uber;
Taxi;
Sharing Economy;
On-demand Economy;
Marketing;
Operations;
Strategy;
Disruption;
Customer Satisfaction;
Transportation;
Consumer Behavior
Moon, Youngme. "Uber: Changing the Way the World Moves." Harvard Business School Case 316-101, November 2015. (Revised January 2017.)
- August 2016 (Revised July 2017)
- Background Note
Brand Portfolio Strategy and Brand Architecture
By: Jill Avery
While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of...
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Keywords:
Brand Management;
Brand Portfolio;
Brand Extension;
Brand Portfolio Strategy;
Brand Architecture;
Consumer Behavior;
Marketing;
Brands and Branding;
Marketing Strategy
Avery, Jill. "Brand Portfolio Strategy and Brand Architecture." Harvard Business School Background Note 517-021, August 2016. (Revised July 2017.)
- April 2018
- Article
Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios
By: Bhavya Mohan, Tobias Schlager, Rohit Deshpandé and Michael I. Norton
We document a novel driver of consumer behavior: pay ratio disclosure. Swiss corporation performance data gathered during a legally mandated pay ratio referendum reveals that salient high pay ratios are associated with decreased firm sales (Pilot Study). An...
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Keywords:
Pay Ratio;
Wage Fairness;
Purchase Intention;
Customers;
Wages;
Fairness;
Consumer Behavior
Mohan, Bhavya, Tobias Schlager, Rohit Deshpandé, and Michael I. Norton. "Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios." Special Issue on Marketplace Morality. Journal of Consumer Psychology 28, no. 2 (April 2018): 344–352.
- July–August 2021
- Article
Surfacing the Submerged State: Operational Transparency Increases Trust in and Engagement with Government
By: Ryan W. Buell, Ethan Porter and Michael I. Norton
Problem definition: As trust in government reaches historic lows, frustration with government performance approaches record highs.
Academic/practical relevance: We propose that in co-productive settings like government services, peoples’ trust and...
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Keywords:
Government Services;
Behavioral Operations;
Operational Transparency;
Government Administration;
Service Operations;
Programs;
Perception;
Attitudes;
Behavior;
Trust
Buell, Ryan W., Ethan Porter, and Michael I. Norton. "Surfacing the Submerged State: Operational Transparency Increases Trust in and Engagement with Government." Manufacturing & Service Operations Management 23, no. 4 (July–August 2021): 781–802.
- 2021
- Book
The Power of Trust: How Companies Build It, Lose It, Regain It
By: Sandra J. Sucher and Shalene Gupta
Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant, with a devastating impact on a company’s market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees,...
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Keywords:
Power;
Corporate Culture;
Future Of Work;
Innovation;
Technology Strategy;
Automation;
Stakeholder Engagement;
Employee Attitude;
Customer Behavior;
Shareholder Value;
Government And Business;
Impact Investing;
Corporate Change And Sustainability;
Trust;
Power and Influence;
Globalization;
Leadership;
Organizational Culture;
Innovation and Invention;
Human Resources;
Information Technology;
Strategy;
Corporate Accountability;
Asia;
Europe;
South America;
Middle East;
North and Central America
Sucher, Sandra J., and Shalene Gupta. The Power of Trust: How Companies Build It, Lose It, Regain It. New York: PublicAffairs, 2021.
- Article
Investors as Stewards of the Commons?
By: George Serafeim
Over the past few years, there has been a significant increase in the number of initiatives seeking to mobilize investor voice towards positive social impact. In this paper, I provide a framework outlining the role of investors as stewards of the commons. While...
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Keywords:
Collaboration;
Industry Self-regulation;
Sustainability;
ESG;
Capital Markets;
Investor Behavior;
Investment Activism;
Social Issues;
Environmental Sustainability;
Corporate Social Responsibility and Impact;
Cooperation
Serafeim, George. "Investors as Stewards of the Commons?" Journal of Applied Corporate Finance 30, no. 2 (Spring 2018): 8–17.
- December 2017 (Revised March 2019)
- Case
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart
Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:...
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Keywords:
Brand Management;
Retailing;
Sharing Economy;
Luxury Brand;
Ecommerce;
Startup;
Fashion;
Brand Positioning;
Customer Acquisition;
Internet Marketing;
Marketing;
Marketing Channels;
Marketing Strategy;
Brands and Branding;
Business Startups;
Luxury;
Consumer Behavior;
Growth and Development Strategy;
Social Media;
E-commerce;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
United States;
North America
Avery, Jill, David Fubini, Natasha Dossa, and Devon Stewart. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Case 518-047, December 2017. (Revised March 2019.)
- July 2017 (Revised November 2017)
- Case
Propel
By: Mitchell Weiss and Sarah McAra
In 2014, Jimmy Chen, a former product manager at Facebook, founded the start-up Propel to build software for low-income Americans. After conducting in-depth behavioral research, Chen and his small team in New York City began to develop technology to address the...
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Keywords:
Public Entrepreneurship;
Govtech;
Food Stamps;
EBT;
Mobile App;
User Research;
Financial Services Referrals;
Grocery Marketing;
Customer Discovery;
Social Entrepreneurship;
Entrepreneurship;
Public Sector;
Business Model;
Research;
Social Enterprise;
Poverty;
Welfare;
Mobile and Wireless Technology;
Applications and Software;
Technology Industry;
United States
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating...
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Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Social Media;
E-commerce;
Analytics and Data Science;
Health Industry;
Consumer Products Industry;
United States;
North America;
Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- 2013
- Chapter
Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story
By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers....
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Keywords:
Consumer Behavior;
Brands;
Brand Positioning;
Brand Equity;
Brand Management;
Advertising Campaigns;
Customer Focus and Relationships;
Marketing;
Brands and Branding;
Marketing Strategy;
Auto Industry;
Consumer Products Industry
Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
- November 2017
- Teaching Note
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big...
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Keywords:
Brands;
Brand & Product Management;
Big Data;
"Marketing Analytics";
Consumer Behavior;
Predictive Analytics;
Forecasting;
Preferences;
Operation Management;
Distribution Channels;
Marketing;
Marketing Channels;
Marketing Strategy;
Brands and Branding;
Forecasting and Prediction;
Data and Data Sets;
Retail Industry;
Fashion Industry;
Apparel and Accessories Industry;
United States;
North America
- April 2008
- Case
Campbell and Bailyn's Boston Office: Managing the Reorganization
By: Anne Donnellon and Dun Gifford Jr
Ken Winston, the regional sales manager at a securities brokerage firm, has reorganized his generalist salespeople into Key Account Teams (KAT) to increase sales of specialized, higher-margin fixed income products. Winston is also implementing a new corporate...
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Keywords:
Organizational Behavior;
Fixed Costs;
Group Dynamics;
Human Resource Management;
Compensation;
Matrix Organization;
Sales;
Leading Teams;
Management;
Leadership;
Organizational Design;
Organizational Structure;
Groups and Teams;
Organizational Culture;
Organizational Change and Adaptation;
Change Management;
Salesforce Management;
Compensation and Benefits;
Financial Services Industry;
Boston
Donnellon, Anne, and Dun Gifford Jr. "Campbell and Bailyn's Boston Office: Managing the Reorganization." Harvard Business School Brief Case 082-182, April 2008.
- 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...
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Keywords:
Behavioral Segmentation;
Conjoint Analysis;
Demographic Segmentation;
Geographic Segmentation;
Market Opportunities;
Market Segmentation;
Marketing;
Marketing Strategy;
Psychographic Segmentation;
Unethical Marketing Practices;
United States
Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
- July 2005 (Revised April 2006)
- Case
Carnival Cruise Lines
By: Lynda M. Applegate, Robert Kwortnik and Gabriele Piccoli
Highlights the potential value of customer data and the choices and challenges the firm faces when attempting to capture this value. Carnival collects a significant amount of individual-level behavioral and demographic customer data. Senior management must now decide...
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Keywords:
Consumer Behavior;
Demographics;
Customer Relationship Management;
Knowledge Use and Leverage;
Performance Improvement;
Business Strategy;
Travel Industry;
Tourism Industry
Applegate, Lynda M., Robert Kwortnik, and Gabriele Piccoli. "Carnival Cruise Lines." Harvard Business School Case 806-015, July 2005. (Revised April 2006.)
Paige Tsai
Paige Tsai is a doctoral candidate in the Technology and Operations Management Unit at Harvard Business School. Paige received an A.B. in Psychology from Princeton University. Thereafter, she held positions on the communications & public policy teams at Dropbox and...
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- January 2019 (Revised February 2024)
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a...
View Details
Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Consumer Behavior;
Social Media;
E-commerce
- October 2022
- Article
A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts
By: Navid Mojir and K. Sudhir
The paper develops the first structural model of organizational buying to study innovation diffusion in a B2B market. Our model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts,...
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Keywords:
Organizational Buying Behavior;
Healthcare Marketing;
B2B Markets;
B2B Innovation;
New Product Diffusion;
New Product Adoption;
Organizations;
Acquisition;
Behavior;
Health Care and Treatment;
Marketing;
Innovation and Invention
Mojir, Navid, and K. Sudhir. "A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts." Journal of Marketing Research (JMR) 59, no. 5 (October 2022): 883–907.
- August 2019
- Case
The United States and Russia: Gas Rivals in Europe?
By: Rawi Abdelal, Galit Goldstein and Paul Apostolicas
Though the shale revolution transformed the U.S. into the largest producer of petroleum products, it was unclear how much success American exporters would find selling liquefied natural gas on the European energy market. Gazprom, the state-controlled Russian energy...
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Keywords:
Gas Pipelines;
Natural Gas;
LNG;
Strategic Analysis;
Strategic Behavior;
Energy Markets;
Entrepreneurial Financing;
Entrepreneurial Risk;
Entrepreneurial Ventures;
Entrepreneurial Selling;
Energy;
Energy Sources;
Entrepreneurship;
Market Entry and Exit;
Marketing Strategy;
Price;
Energy Industry;
Russia;
United States;
Europe;
European Union
Abdelal, Rawi, Galit Goldstein, and Paul Apostolicas. "The United States and Russia: Gas Rivals in Europe?" Harvard Business School Case 720-006, August 2019.
- Article
Beyond the Target Customer: Social Effects in CRM Campaigns
By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the...
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Keywords:
Social Effects;
Field Experiment;
Mobile;
Customer Relationship Management;
Network Effects;
Consumer Behavior
Ascarza, Eva, Peter Ebbes, Oded Netzer, and Matthew Danielson. "Beyond the Target Customer: Social Effects in CRM Campaigns." Journal of Marketing Research (JMR) 54, no. 3 (June 2017): 347–363.
- January 2014 (Revised November 2021)
- Case
Filene's Basement: Inside a Fired Customer's Relationship
By: Jill Avery and Susan Fournier
How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case...
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Keywords:
CRM;
Retailing;
Marketing;
Consumer Behavior;
Customer Relationship Management;
Customer Focus and Relationships;
Customer Satisfaction;
Marketing Strategy;
Brands and Branding;
Retail Industry;
United States
Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Case 314-076, January 2014. (Revised November 2021.)