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  • 16 Jun 2003
  • Research & Ideas

Peeling Back the Global Brand

Hans-Willi Schroiff, vice president of market research and business intelligence for the German company Henkel, described why detergent has made a valuable case study for new and edgy marketing. (They... View Details
Keywords: by Martha Lagace; Consumer Products; Retail
  • September 1993 (Revised June 1994)
  • Supplement

Hewlett-Packard: Singapore (B)

By: Dorothy A. Leonard
Discusses the printer Hewlett-Packard has developed. View Details
Keywords: Risk and Uncertainty; Product Development; Research; Marketing; Market Entry and Exit; Computer Industry; Manufacturing Industry; Singapore
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  • 02 Sep 2016
  • Op-Ed

The Twitter Election

Bush, who spent $100 million on traditional marketing before dropping out. Can the same strategy succeed in the general election campaign?Probably not, for three reasons. First, Trump needs around 60 million votes to win, six times more... View Details
Keywords: by John Quelch and Thales Teixeira
  • 18 Apr 2005
  • Research & Ideas

Selling Luxury to Everyone

facials a year. Those services provide the company with a paying focus group from which it can gather feedback on its products. "Our customers are paying us $200 [a facial]; you better believe they give us feedback," he said. While the company has a far... View Details
Keywords: by Julie Jette; Consumer Products
  • August 2001 (Revised April 2005)
  • Case

Surface Logix

By: Joseph B. Lassiter III, Michael J. Roberts and Kim Slack
Describes a start-up in the field of nano technology--very small physical structures measured in the billionths of a meter. The company, Surface Logix, has assembled a portfolio of intellectual property and completed some of the R&D work required to develop actual... View Details
Keywords: Business Startups; Research and Development; Marketing Strategy; Product Marketing; Product Development; Intellectual Property; Investment Portfolio
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  • 23 Dec 2008
  • First Look

First Look: December 23, 2008

delegation of Chubb executives to discuss insurance issues. In the mid-1990s, Chubb opened representative offices in Beijing, Shanghai, and Shenzhen to do market research and assess the potential of the... View Details
Keywords: Martha Lagace
  • April 2021
  • Article

A Model of Multi-Pass Search: Price Search Across Stores and Time

By: Navid Mojir and K. Sudhir
In retail settings with price promotions, consumers often search across stores and time. However, the search literature typically only models one pass search across stores, ignoring revisits to stores; the choice literature using scanner data has modeled search across... View Details
Keywords: Consumer Search; Multi-pass Search; Price Search; Store Search; Spatial Search; Temporal Search; Spatiotemporal Search; Dynamic Structural Models; MPEC; Price Promotions; Store Loyalty; Consumer Behavior; Price; Spending; Marketing; Mathematical Methods
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  • 07 Oct 2019
  • Sharpening Your Skills

How Companies Can Make Up with (Very) Unhappy Customers

collection of research and readings about head-on collisions between corporations and consumers, how to think through potential problems in advance, and course-correcting when the inevitable disaster occurs. A Good Place to Start... View Details
Keywords: by Sean Silverthorne; Retail; Air Transportation
  • 03 Feb 2018
  • Op-Ed

How to Heed BlackRock's Call for Corporate Social Responsibility

Larry Fink recently created a shockwave. As cofounder, chairman, and CEO of BlackRock, one of the world’s largest global asset management firms, in an open letter to CEOs he caught the attention of financial markets and beyond by... View Details
Keywords: by Julie Battilana
  • 01 Mar 2011
  • First Look

First Look: March 1

product—micro-cap stock research. The firm has hired a group of five analysts who will produce written research reports on micro-cap stocks, that is, publicly traded stocks with a market capitalization of... View Details
Keywords: Sean Silverthorne
  • 17 Apr 2007
  • First Look

First Look: April 17, 2007

literature. Download the paper: http://www.hbs.edu/research/pdf/07-058.pdf Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout? Authors:Felix Oberholzer-Gee and Joel Waldfogel Abstract Since the dawn of... View Details
Keywords: Martha Lagace
  • 11 Aug 2014
  • HBS Case

The Business of Behavioral Economics

people's thinking: loss aversion. Research has shown that people are much more averse to losing something they have than they are inclined toward gaining something they don't. So by putting up their own money toward their goal, they try... View Details
Keywords: by Michael Blanding; Food & Beverage; Health
  • 29 Sep 2011
  • Sharpening Your Skills

Sharpening Your Skills: Leveraging Intellectual Property

File-Sharing and Copyright Researchers Felix Oberholzer-Gee and Koleman Strumpf argue that file-sharing technology has not undermined the incentives of artists and entertainment companies to create, market, and distribute new works. Key... View Details
Keywords: Re: Multiple Faculty
  • 08 Mar 2016
  • Research & Ideas

Solving an Economic Mystery Surrounding Argentina and Chile

history that year was Dr. Andrea Lluch, from Argentina. This was the origins of a research program and conference series which led to this collaborative volume, and the Creating Emerging Markets oral history... View Details
Keywords: by Sean Silverthorne
  • 26 Aug 2013
  • Lessons from the Classroom

Built for Global Competition from the Start

Thanks to the Internet, entrepreneurs are no longer confined to a local geography when building a new business—the world can be their market from day one. But building a startup as a global business requires managers with skills and... View Details
Keywords: by Kim Girard; Education
  • 2007
  • Working Paper

Mental Accounting and Small Windfalls: Evidence from an Online Grocer

By: Katherine L. Milkman, John Beshears, Todd Rogers and Max H. Bazerman
We study the effect of small windfalls on consumer spending decisions by examining the purchasing behavior of a sample of online grocery shoppers over the course of a year. We compare the purchases customers make when redeeming a $10-off coupon they received from their... View Details
Keywords: Spending; Consumer Behavior; Mathematical Methods; Food and Beverage Industry; Retail Industry
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  • 17 Sep 2001
  • Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

article is that if a manufacturer can go direct, then the manufacturer has an instrument that combines advertising, distribution, market research and all of the marketing... View Details
Keywords: by Martha Lagace; Consumer Products; Retail
  • 29 Jan 2013
  • Research & Ideas

Creating the Perfect Super Bowl Ad

question whether ads, including the over-the-top Super Bowl spots, have become too entertaining, says Thales S. Teixeira, an assistant professor in the Marketing unit at Harvard Business School. In upcoming research, Why, When and How... View Details
Keywords: by Kim Girard; Advertising; Media & Broadcasting
  • 04 Jun 2014
  • What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

topic is "like the story of King Midas, we will be starved by the excess of golden information." Still others suggested that marketers have little to fear, especially if they are willing and able to strengthen their brands. As... View Details
Keywords: by James Heskett; Advertising; Consumer Products; Technology
  • 14 Jun 2016
  • First Look

June 14, 2016

of the Private Capital Research Institute By: Lerner, Josh, and Leslie Jeng Abstract—Private markets are becoming an increasingly important way of financing rapidly growing and mature firms, and private... View Details
Keywords: Sean Silverthorne

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