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  • 29 Aug 2023
  • News

Helping Consumers Decarbonize their Purchases

Subscribe on iTunes Subscribe on Spotify More Skydeck episodes Hi, this is Dan Morrell, host of Skydeck. In this episode, we’re going to be highlighting an episode of another HBS podcast: Climate Rising, which focuses on what businesses are doing, can do, and should do... View Details
  • September 2014
  • Module Note

The Development of the Markets for Natural, Organic, and Health Foods in the U.S.

By: Mukti Khaire and Eleanor Kenyon
Discourses on the links between eating, health, and social standing in America have deep roots. As mechanisms of food production, distribution and storage were developed in the nineteenth century, Americans began receiving information about what to and not-to eat, from... View Details
Keywords: Food Marketing; Food; Markets; Food and Beverage Industry; United States
Related
  • 25 Mar 2018
  • News

When consumer packaged goods start acting like software

  • Research Summary

Marketing and Privacy Concerns

When finer consumer information becomes available, competing firms sometimes target consumers too finely, disrupting scale economies prematurely. This leads to excessive product variety or to the wasteful exclusion of certain consumer types. This paper suggests that... View Details
  • 17 Jun 2017
  • Research & Ideas

Amazon, Whole Foods Deal a Big Win for Consumers

Source: 400tmax Editor's Note. Online retailing behemoth Amazon announced June 16 that it would acquire upscale grocery chain Whole Foods Market in a deal valued at more than $13 billion. Though the company has dabbled with the idea of a brick-and-mortar footprint in... View Details
Keywords: by Jose Alvarez and Len Schlesinger; Retail
  • 08 Mar 2016
  • Video

Marketing and CPG

  • 09 Mar 2020
  • Research & Ideas

Warring Algorithms Could Be Driving Up Consumer Prices

to establish a regulatory body made up of digital market experts, similar to the Federal Trade Commission, who would be tasked with monitoring digital price competition and... View Details
Keywords: by Kristen Senz; Retail
  • November 2003 (Revised April 2004)
  • Background Note

Why Consumers Don't Buy: The Psychology of New Product Adoption

By: John T. Gourville
Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome... View Details
Keywords: Product Launch; Consumer Behavior; Social Psychology
Related

    Best-selling and New Cases by Ben Esty

    Best-Selling Cases:  

      1) Eaton: Portfolio Transformation & Cost of... View Details

    • December 2004 (Revised February 2005)
    • Case

    Exporting Spanish Olive Oil to the U.S. Market

    By: Ray A. Goldberg, Hal Hogan and Miguel Angel Llano Irusta
    Spain is the largest olive oil producer, yet it sells much of its product to Italy, where it is repackaged as Italian olive oil. The decision maker in the case wants to develop Spain as the olive oil leader not just in production but in quality and value added. He... View Details
    Keywords: Plant-Based Agribusiness; Trade; Goods and Commodities; Demand and Consumers; Supply and Industry; Brands and Branding; Decisions; Customization and Personalization; Product Design; Product Development; Marketing Strategy; Product Marketing; Agriculture and Agribusiness Industry; Food and Beverage Industry; Spain; United States; Italy
    Related
    • 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
    Related
    • 12 Nov 2015
    • Research & Ideas

    Can Consumers be Trusted with Their Own Health Care?

    groceries and stocks have to do with public health? Quelch believes, for one thing, the market for public health could learn an important lesson from these other markets: There’s no such thing as a... View Details
    Keywords: by Dina Gerdeman; Health
    • March 2002 (Revised July 2002)
    • Case

    TiVo in 2002: Consumer Behavior

    Brodie Keast is anxious to understand the sharp contrast between the inertia of prospects and the deep emotional response shown by converted users of TiVo. After an overview of the company's situation and problems, the case focuses on different kinds of data (sales... View Details
    Keywords: Consumer Behavior; Television Entertainment; Entertainment and Recreation Industry
    Related
    • 2008
    • Working Paper

    Allocating Marketing Resources

    By: Sunil Gupta and Thomas J. Steenburgh
    Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
    Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
    Related
    • 2016
    • Article

    Peer-to-Peer Markets

    By: Liran Einav, Chiara Farronato and Jonathan Levin
    Peer-to-peer markets such as eBay, Uber, and Airbnb allow small suppliers to compete with traditional providers of goods or services. We view the primary function of these markets as making it easy for buyers to find sellers and engage in convenient, trustworthy... View Details
    Keywords: Peer-to-peer; Online Platforms; Matching; Innovation; Digital Platforms; Marketplace Matching; Market Design; Internet and the Web; Technology Adoption; Network Effects; Market Entry and Exit
    Related
    • 2008
    • Chapter

    Allocating Marketing Resources

    By: Sunil Gupta and Thomas J. Steenburgh

    Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

    Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
    Related
    • 01 Jun 2003
    • News

    Male Consumers as Man-of-Action Heroes

    of the authors’ research, marketers may need to re-examine the idea that they should imbue their brands with either respectability or rebellion. Instead, as Holt and Thompson’s study suggests, it is in the... View Details
    Keywords: Douglas; Holt; Publishing Industries (except Internet); Information
    • Teaching Interest

    Digital Marketing Strategy

    By: John A. Deighton

    When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

    • 26 May 2009
    • Research & Ideas

    Improving Market Research in a Recession

    Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.... View Details
    Keywords: by John Quelch
    • Clubs

    Marketing Club

    Keywords: Consumer Products / Retail; Consumer Products / Retail