Filter Results:
(3,129)
Show Results For
- All HBS Web
(4,324)
- People (8)
- News (611)
- Research (3,129)
- Events (19)
- Multimedia (14)
- Faculty Publications (2,088)
Show Results For
- All HBS Web
(4,324)
- People (8)
- News (611)
- Research (3,129)
- Events (19)
- Multimedia (14)
- Faculty Publications (2,088)
Sort by
- October 1999 (Revised March 2000)
- Case
HP Consumer Products Business Organization: Distributing Printers via the Internet
By: Rajiv Lal, Kirthi Kalyanam, Shelby Mc Intyre and Edie Prescott
In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the Hewlett-Packard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group... View Details
Keywords: Decision Choices and Conditions; Marketing Channels; Business Processes; Problems and Challenges; Partners and Partnerships; Sales; Business Strategy; Information Technology; Consumer Products Industry
Lal, Rajiv, Kirthi Kalyanam, Shelby Mc Intyre, and Edie Prescott. "HP Consumer Products Business Organization: Distributing Printers via the Internet." Harvard Business School Case 500-021, October 1999. (Revised March 2000.)
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
among many consumers than any political party, trade union, church, or mosque. Indeed, Starbucks founder Howard Schultz sought to make his coffee shops the "third place" in our lives, after home and work. View Details
- 03 Mar 2008
- Research & Ideas
Marketing Your Way Through a Recession
weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy. Companies should bear eight factors in mind when making their View Details
Keywords: by John Quelch
- 2024
- Working Paper
Platform Information Provision and Consumer Search: A Field Experiment
By: Lu Fang, Yanyou Chen, Chiara Farronato, Zhe Yuan and Yitong Wang
Despite substantial efforts to help consumers search in more intuitive ways, text search remains the predominant tool for product discovery online. In this paper, we explore the effects of visual and textual cues for search refinement on consumer search and purchasing... View Details
Keywords: Consumer Behavior; E-commerce; Decision Choices and Conditions; Learning; Internet and the Web
Fang, Lu, Yanyou Chen, Chiara Farronato, Zhe Yuan, and Yitong Wang. "Platform Information Provision and Consumer Search: A Field Experiment." NBER Working Paper Series, No. 32099, February 2024.
- February 2010
- Background Note
Marketing Analysis Toolkit: Situation Analysis
By: Thomas J. Steenburgh and Jill Avery
Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing... View Details
Keywords: Five Forces Framework; SWOT Analysis; Marketing Strategy; Demand and Consumers; Industry Structures; Strategic Planning
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Situation Analysis." Harvard Business School Background Note 510-079, February 2010.
- August 2004 (Revised August 2005)
- Background Note
Online Auction Markets
eBay, Yahoo!, and Amazon.com entered the online auction market within four years of one another, along with a host of smaller Web sites. Five years later, eBay clearly outstripped its competitors, despite the fact that Yahoo! and Amazon both had a huge installed base... View Details
Yin, Pai-Ling. "Online Auction Markets." Harvard Business School Background Note 705-411, August 2004. (Revised August 2005.)
- January–February 2019
- Article
Cracking Frontier Markets
By: Clayton M. Christensen, Efosa Ojomo and Karen Dillon
Executive Summary:
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details
Keywords: Emerging Markets; Market Entry and Exit; Growth and Development Strategy; Demand and Consumers; Innovation and Invention; Development Economics
Christensen, Clayton M., Efosa Ojomo, and Karen Dillon. "Cracking Frontier Markets." Harvard Business Review 97, no. 1 (January–February 2019): 90–101.
- 24 Oct 2011
- Research & Ideas
The Yelp Factor: Are Consumer Reviews Good for Business?
digital age is a fertile area of his research. Luca is looking at rankings, expert evaluations, online consumer reviews, and quality disclosure laws to see how they work in market settings, and which are... View Details
- August 2004 (Revised February 2006)
- Case
Marketing James Patterson
By: John A. Deighton
Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details
Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales
Deighton, John A. "Marketing James Patterson." Harvard Business School Case 505-029, August 2004. (Revised February 2006.) (request a courtesy copy.)
- April 2024
- Article
Pay-As-You-Go Insurance: Experimental Evidence on Consumer Demand and Behavior
By: Raymond Kluender
Pay-as-you-go contracts reduce minimum purchase requirements which may increase market participation. We randomize the introduction and price(s) of a novel pay-as-you-go contract to the California auto insurance market where 17 percent of drivers are uninsured. The... View Details
Kluender, Raymond. "Pay-As-You-Go Insurance: Experimental Evidence on Consumer Demand and Behavior." Review of Financial Studies 37, no. 4 (April 2024): 1118–1148.
- 24 Jul 2000
- Research & Ideas
Global Brands: Connecting With Consumers Across Boundaries
What's in a name? Plenty if you're a consumer marketer trying to build a brand. "They are road signs that help people find orientation in the jungle of supply", said Hans G. Gueldenberg, CEO of... View Details
Keywords: by James E. Aisner
- 28 Sep 2007
- Working Paper Summaries
Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers
Keywords: by John A. Deighton & Leora Kornfeld
- June 2011
- Teaching Note
Reed Supermarkets: A New Wave of Competitors (Brief Case)
By: John A. Quelch and Carole Carlson
Teaching note for brief case 4296. View Details
- December 2012
- Article
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
By: Jill Avery
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Consumer Products Industry; Consumer Products Industry
Avery, Jill. "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending." International Journal of Research in Marketing 29, no. 4 (December 2012): 322–336. (Article was awarded the Marketing Science Institute's Best Paper Award.)
- April 2009
- Article
How to Market in a Downturn
By: John A. Quelch and Katherine Jocz
This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Because no two recessions are exactly alike, marketers find themselves in poorly... View Details
Keywords: Customers; Economic Slowdown and Stagnation; Spending; Marketing Strategy; Consumer Behavior; Segmentation
Quelch, John A., and Katherine Jocz. "How to Market in a Downturn." Harvard Business Review 87, no. 4 (April 2009): 52–62.
- April 1978
- Case
General Foods: Opportunities in the Dog Food Market
Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by E.T. Popper and L.S. Ward. View Details
Keywords: Product Positioning; Consumer Behavior; Product Development; Consumer Products Industry; Consumer Products Industry
Ward, L. Scott. "General Foods: Opportunities in the Dog Food Market." Harvard Business School Case 578-162, April 1978.
- February 2005 (Revised June 2007)
- Case
Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer
By: V. Kasturi Rangan and Rohithari Rajan
With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)--was under pressure to grow revenues and profits. HLL had a long and stellar record of... View Details
Keywords: Economy; Market Entry and Exit; Business Subsidiaries; Revenue; Profit; Market Participation; Programs; Rural Scope; Poverty; Multinational Firms and Management; Consumer Products Industry; Consumer Products Industry; India
Rangan, V. Kasturi, and Rohithari Rajan. "Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer." Harvard Business School Case 505-056, February 2005. (Revised June 2007.)
- 2010
- Chapter
Consumer Policy: Business and the Politics of Consumption
By: Gunnar Trumbull
Trumbull, Gunnar. "Consumer Policy: Business and the Politics of Consumption." Chap. 27 in The Oxford Handbook of Business and Government, edited by David Coen, Wyn Grant, and Graham Wilson, 622–642. Oxford: Oxford University Press, 2010.
- 2020
- Working Paper
Consumers Punish Firms That Cut Employee Pay in Response to COVID-19
By: Bhavya Mohan, Serena Hagerty and Michael Norton
Two experiments, including one incentive compatible study, examine the impact of cutting pay for executives versus employees in response to COVID-19 on consumer behavior. Study 1 explores the effect of announcing cuts or no cuts to CEO and employee pay, and shows that... View Details
Keywords: Employee Furloughs; CEO Pay Cuts; Pay Ratios; Purchase Intention; Health Pandemics; Employees; Wages; Executive Compensation; Consumer Behavior
Mohan, Bhavya, Serena Hagerty, and Michael Norton. "Consumers Punish Firms That Cut Employee Pay in Response to COVID-19." Harvard Business School Working Paper, No. 21-020, August 2020.