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    Tomomichi Amano

    Tomomichi Amano is an Assistant Professor of Business Administration in the Marketing Unit at HBS. He teaches the Marketing course in the MBA required curriculum.

    Professor Amano draws on economic theories to understand novel mechanisms by which new... View Details
    • October 2005
    • Case

    Kinko's

    Over the decades, Kinko's had forged a deep emotional bond with consumers by easing their anxiety and helping them solve pressing document processing problems. By 2003, however, consumer research revealed that a confusing retail experience had eroded some of this good... View Details
    Keywords: Marketing Strategy; Customer Satisfaction; Service Industry
    Related
    • July 2012 (Revised August 2012)
    • Case

    Global Knowledge Management at Danone (A) (Abridged)

    By: Amy C. Edmondson and David Lane
    This case explores French consumer goods company Danone's novel approach to knowledge management. In 2007, Human Resource Chief (Executive Vice President) Franck Mougin assesses the company's knowledge-sharing tools and considers his options going forward. Through... View Details
    Keywords: Decision Choices and Conditions; Employee Relationship Management; Knowledge Management; Knowledge Sharing; Social and Collaborative Networks; Expansion; Consumer Products Industry; France
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    • 17 May 2022
    • News

    Robert F. Lanzillotti Prize for Assistant Professor Alex MacKay

    • December 2010
    • Case

    Digital Divide

    By: Sunil Gupta
    In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
    Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
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    • 17 Nov 2020
    • News

    2020’s Best Places to Shop on Black Friday

    • January 2019 (Revised October 2020)
    • Technical Note

    Brand Storytelling

    By: Jill Avery
    Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details
    Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry
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    • November 2001 (Revised July 2011)
    • Case

    Grupo Elektra

    By: David J. Arnold, Gustavo Herrero and Luiz Felipe Monteiro
    Grupo Elektra is Latin America's largest consumer finance company based on credit sales in its hard goods retail outlets. It has started to internationalize in Latin America but now must to decide whether to enter the U.S. Hispanic market and which of its two core... View Details
    Keywords: Decision Choices and Conditions; Emerging Markets; Global Strategy; Financial Services Industry; Retail Industry; Latin America; United States; Mexico
    Related
    • 12 Jan 2016
    • News

    Opinion: It’s safe to eat Chipotle burritos — and buy some stock

    • 29 Jun 2021
    • News

    Procter & Gamble’s Lean Innovation Transformation

    • 15 Apr 2015
    • News

    Larry Summers' full-throated endorsement of online lending

    • 05 Jul 2023
    • Cold Call Podcast

    How Unilever Is Preparing for the Future of Work

    Keywords: Re: William R. Kerr; Consumer Products; Consumer Products

      Gunnar Trumbull

      Gunnar Trumbull is the Phillip Caldwell Professor of Business Administration at Harvard Business School.

      Professor Trumbull’s primary area of expertise in political economy, with a focus on consumer and regulatory politics. His book Strength in... View Details

      Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
      • 03 Jul 2008
      • News

      A Better Solution for China

      • 05 May 2022
      • Research & Ideas

      Why Companies Raise Their Prices: Because They Can

      School. Despite the steady increase, shoppers still bought their favorite breakfast cereals, paper towels, and other consumer goods during the decade and a half before the pandemic began, write MacKay,... View Details
      Keywords: by Rachel Layne
      • November 2024
      • Case

      Dr. Bombay Ice Cream

      By: William R. Kerr, Alexis Brownell and Michael Liu
      This case examines the creation, launch, and rapid growth of Dr. Bombay Ice Cream, a joint venture between Happi Co., a consumer packaged goods incubator, and entertainment mogul Snoop Dogg, with his son, Cordell Broadus. The brand was inspired by a Bored Ape Yacht... View Details
      Keywords: Joint Ventures; Growth Management; Brands and Branding; Product Launch; Product Positioning; Market Entry and Exit; Distribution Channels; Food and Beverage Industry; United States
      Related
      • 2007
      • Working Paper

      The 'Fees → Savings' Link, or Purchasing Fifty Pounds of Pasta

      By: Michael I. Norton and Leonard Lee
      Many consumers have had the experience of entering discount membership clubs to make a few purchases, only to leave with enough pasta to outlast a nuclear winter. We suggest that the presence of membership fees can lead consumers to infer a "fees → savings" link,... View Details
      Keywords: Price; Profit; Spending; Consumer Behavior; Retail Industry
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      • October 2023
      • Case

      CornerUp: Digitizing the Corner Store

      By: Álvaro Rodríguez Arregui, Stacy Straaberg and Diego Zainos De La Sota Riva
      In July 2023, Jason Diaz, co-founder and CEO of CornerUp, assessed the progress of his business-to-business e-procurement software application (app) startup, founded in January 2022. CornerUp began as a fast-moving consumer packaged goods (FMCG) distributor in New York... View Details
      Keywords: Business Growth and Maturation; Business Startups; Small Business; Transition; Decisions; Social Entrepreneurship; Geographic Location; Disruptive Innovation; Market Participation; Digital Platforms; Trust; Business Strategy; Expansion; Information Infrastructure; Internet and the Web; Technology Adoption; Value Creation; Technology Industry; United States
      Related
      • November 1991
      • Case

      Magic Johnson: Endorsements ""After""...?

      By: Stephen A. Greyser
      On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details
      Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
      Related
      • Research Summary

      Dynamic Demand Estimation in Platform and Two-Sided Markets

      This paper develops techniques to structurally estimate consumer demand in general platform-intermediated and two-sided markets. By estimating both sides of the market simultaneously, the methodology presented here is able to (1) endogenize the utility of a platform as... View Details