Demand And Consumers - Publications - Faculty & Research - Harvard Business School

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July 2005 (Revised April 2006)
Case

Idea Village (A)

By: Joseph B. Lassiter III and Dan Heath

Andy Khubani, the CEO of Idea Village, a company that markets to consumers via direct-response TV ads, must decide whether to launch a campaign touting a hair removal product for women. Explains the direct-response industry and contrasts its methodology with... View Details

Keywords: Marketing Channels; Gender; Consumer Products Industry

Video

Ashraf Abu Issa

Ashraf Abu Issa, Chairman of Abu Issa Holding, shares insights on the demand for luggage in the Middle East. View Details

Article

How Much Is a Reduction of Your Customers' Wait Worth? An Empirical Study of the Fast-Food Drive-Thru Industry Based on Structural Estimation Methods

In many service industries, companies compete with each other on the basis of the waiting time their customers experience, along with other strategic instruments such as the price they charge for their service. The objective of this paper is to conduct an empirical... View Details

Keywords: Customer Satisfaction; Price; Service Delivery; Mathematical Methods; Competition; Food and Beverage Industry; Food and Beverage Industry

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November 2022
Background Note

The Future of E-Commerce: Lessons from the Livestream Wars in China

By: Ayelet Israeli, Jeremy Yang and Billy Chan

This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of... View Details

January 2023 (Revised December 2023)
Case

OhmConnect: Energizing the Future

By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller

Founded in 2013, OhmConnect was a free consumer web app that alerted customers about peak hours of electricity demand, and paid them to lower their energy use at home during these periods. The company sold the aggregated reductions generated by thousands of households... View Details

Keywords: App Development; Renewable Energy; Electricity Usage; Regulations; VC; Technology; Customer Acquisition Cost (CAC); Scalability; Applications and Software; Growth and Development Strategy; Governing Rules, Regulations, and Reforms; Business Model; Venture Capital; Energy Industry; United States; California; Texas; Europe

2024
Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe

Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details

Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry

22 Apr 2013
Working Paper Summaries

Competing with Privacy

Keywords: by Ramon Casadesus-Masanell & Andres Hervas-Drane; Publishing

June 2002
Article

Identity Crisis: CEO James Adamson needs to figure out what Kmart is and how to manage its competition

By: R. S. Tedlow

Keywords: Identity; Management; Competition; Consumer Products Industry

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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

December 2003 (Revised October 2014)
Case

Alusaf Hillside Project

By: Kenneth S. Corts and John R. Wells

The aluminum industry has suffered from long periods of depressed prices and profits interspersed with relatively short-lived price and profit peaks. The case investigates why this has occured, focusing on the decision Alusaf must make on whether to invest in a major... View Details

Keywords: Decision Making; Business Cycles; Financial Crisis; Metals and Minerals; Financial Strategy; Investment; Price; Profit; Demand and Consumers; Industry Structures

05 Apr 2017
Research & Ideas

For Women Especially, It Pays to Know What Car Repairs Should Cost

professor in the Marketing Unit at Harvard Business School, and Meghan Busse and Florian Zettelmeyer, both professors at Northwestern University. Somewhere, a radiator leaks For the study, “mystery shoppers”... View Details

Keywords: by Wendy Guild Swearingen; Auto; Service

December 2019
Article

The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira

Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details

Keywords: Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Marketing; Consumer Behavior; Strategy; Price; E-commerce; Retail Industry; Fashion Industry

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September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details

August 1978 (Revised October 1979)
Case

Grey Advertising/Canada Dry Account

After taking over Canada Dry's mixers account in 1966, Grey Advertising assembled a successful ad campaign that increased ginger ale sales significantly. But Canada Dry's market share for ginger ale and its other mixer products had remained the same or declined during... View Details

Keywords: Marketing Strategy; Consumer Behavior; Advertising Campaigns; Food and Beverage Industry; Food and Beverage Industry

17 Jun 2014
News

Housing not warm yet: Pro

19 Nov 2001
Research & Ideas

Alfred Chandler on the Electronic Century

consumer electronics had conquered world markets. And the five leading Japanese computer companies were seriously challenging the U.S. computer industry worldwide. This epic story of the View Details

Keywords: by Alfred D. Chandler, Takashi Hikino & Andrew Von Nordenflycht; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products

2012
Chapter

The Relational Roles of Brands

In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how... View Details

Keywords: Brands; Brand Management; Brand Equity; Brand Building; Customer Relationship Management; CRM; Customers; Customer Focus and Relationships; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry

October 2004 (Revised February 2006)
Case

Staffing in Professional Service Firms

By: Ashish Nanda

This case discusses the problem of balancing demand and supply of professionals over time using a fictional scenario. View Details

Keywords: Selection and Staffing; Service Industry

January 1991
Article

Engines of Progress: Designing and Running Entrepreneurial Vehicles in Established Companies: The New Venture Process at Eastman Kodak, 1983-89

By: R. M. Kanter, L. Richardson, J. North and E. Morgan

Keywords: Design; Entrepreneurship; Business Ventures; Business History; Consumer Products Industry

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June 2015 (Revised November 2015)
Case

Akbank: Options in Digital Banking

By: Rajiv Lal and Esel Çekin

This case discusses the digitalization strategies of a leading bank in Turkey, Akbank, and how to position its digital banking products going forward. The Turkish banking industry was undergoing a transformation prompted by the demands of the country's digitally savvy,... View Details

Keywords: Marketing; Banking; Emerging Market; Regulations; Channels; Digitization; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Emerging Markets; Distribution Channels; Banks and Banking; Digital Transformation; Banking Industry; Financial Services Industry; Turkey

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