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- All HBS Web
(1,722)
- People (1)
- News (249)
- Research (1,274)
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- Faculty Publications (748)
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- March 17, 2021
- Other Article
Beyond Pajamas: Sizing Up the Pandemic Shopper
By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations... View Details
While the pandemic is still playing out, our preliminary investigations... View Details
Keywords: Retail; Retail Analytics; Consumer; Pandemic; COVID; COVID-19; Apparel; Ecommerce; Online Shopping; Online Apparel; Online Sales; Returns; CRM; Customer Retention; Customer Experience; Customer Value; Digital; Customer Focus and Relationships; Customers; Health Pandemics; Consumer Behavior; Customer Relationship Management; Internet and the Web; Behavior; E-commerce; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States; United Kingdom
Israeli, Ayelet, Eva Ascarza, and Laura Castrillo. "Beyond Pajamas: Sizing Up the Pandemic Shopper." Harvard Business School Working Knowledge (March 17, 2021).
- 16 Jun 2008
- Research & Ideas
Seven Tips for Managing Price Increases
discard your existing customer segmentation assumptions and segment consumers around product usage behavior and price sensitivity. You must get out into the marketplace yourself and talk to View Details
Keywords: by John Quelch
- Forthcoming
- Chapter
Media & Entertainment in Argentina: Doing Business in a Fragmented Society
By: Luciana Silvestri and Roberto Vassolo
We explore the issues of vertical and horizontal fragmentation in Argentina by examining how consumers relate to media and entertainment content and technologies. We focus on belly-of-the-market consumers (the most affluent at the bottom of the pyramid) and observe the... View Details
Keywords: Demographics; Marketing; Consumer Behavior; Entertainment and Recreation Industry; Media and Broadcasting Industry; Argentina
Silvestri, Luciana, and Roberto Vassolo. "Media & Entertainment in Argentina: Doing Business in a Fragmented Society." In Handbook of Spanish Language Media, edited by Alan Albarran. New York: Routledge, 2009.
- 24 Jul 2019
- Lessons from the Classroom
Can These Business Students Motivate Londoners to Do the Right Thing?
Insights Team (BIT), which became the world’s first government organization dedicated to incorporating behavioral economics into policy. BIT saw the tax letter as an opportunity to test the value of View Details
Keywords: by Dina Gerdeman
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Consumer Products Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- November 1983 (Revised June 1985)
- Case
Pepsi-Cola United Kingdom (A)
By: Benson P. Shapiro and Edward J. Hoff
On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior. View Details
Keywords: Product Launch; Consumer Behavior; Planning; Competition; Food and Beverage Industry; United Kingdom; United States
Shapiro, Benson P., and Edward J. Hoff. "Pepsi-Cola United Kingdom (A)." Harvard Business School Case 584-052, November 1983. (Revised June 1985.)
- June 1998 (Revised August 2000)
- Case
Microsoft CarPoint
CarPoint.com was Microsoft's Web-based entry into on-line automobile retailing. While it could not, in fact, "sell" or deliver any cars, it could shift much of consumer search, comparison, and decision-making, including pricing, the traditional car dealer to the Web.... View Details
Keywords: Internet and the Web; Service Operations; Market Entry and Exit; Consumer Behavior; Auto Industry; Retail Industry
Rayport, Jeffrey F., Avnish S. Bajaj, Steffan Haithcox, and Michael V. Kadyan. "Microsoft CarPoint." Harvard Business School Case 898-280, June 1998. (Revised August 2000.)
- August 1984 (Revised October 1994)
- Case
Suave
By: Mark S. Albion
Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is... View Details
- Teaching Interest
Driving Digital Strategy (DIGS)
By: Sunil Gupta
Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details
- 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
- September 2019 (Revised May 2020)
- Case
Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the company of manufacturing and selling substandard alcoholic drinks, revoked its liquor licenses, and shut down its... View Details
Keywords: Keroche; Alcohol; Wine; Manufacturing; Informal Market; Regulation; Illicit; Illegal; Shutdown; Factory; Low-income Consumers; Multinational; Local; Government; Allegations; Accusations; Negative Press; EABL; Tusker; Beer; SAB; Chang'aa; Naivasha; Rift Valley; East Africa; Lawsuit; Legal Battle; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Production; Safety; Quality; Distribution; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market." Harvard Business School Case 720-390, September 2019. (Revised May 2020.)
- August 2002 (Revised February 2005)
- Case
Gillette Company (B): Leadership for Change
By: Rosabeth M. Kanter and James Weber
Describes the actions and behavior of a new CEO in his first days and weeks as he sets expectations for his top management team and introduces processes and disciplines to begin the turnaround of a global consumer products company. View Details
Keywords: Business Strategy; Policy; Change Management; Leading Change; Motivation and Incentives; Strategic Planning; Retail Industry
Kanter, Rosabeth M., and James Weber. "Gillette Company (B): Leadership for Change." Harvard Business School Case 303-033, August 2002. (Revised February 2005.)
- 25 Apr 2023
- Op-Ed
How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model
Brierley Professor of Business Administration Emeritus at Harvard Business School. Deighton studies consumer behavior and marketing, with a focus on digital and direct marketing. You Might Also Like: Why... View Details
- 17 Oct 2023
- HBS Case
With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees
From software that once came in a box to phone apps that do simple tasks, more products and services are moving to a subscription model—and consumers are feeling it. The average US consumer last year spent... View Details
- September 2019
- Supplement
Keroche (B): Considering Entry into the Kenyan Beer Market
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and... View Details
Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth and Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (B): Considering Entry into the Kenyan Beer Market." Harvard Business School Supplement 720-391, September 2019.
- 27 Sep 2018
- Working Paper Summaries
Large-Scale Demand Estimation with Search Data
- November 2008 (Revised August 2011)
- Case
UnME Jeans: Branding in Web 2.0
By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
- October 2006 (Revised August 2007)
- Case
RKS Guitars
By: Elie Ofek, Thomas J. Steenburgh, Michael I. Norton and Kerry Herman
RKS has designed a revolutionary electric guitar and needs to decide how to best market their innovation. The iconic status of existing electric guitars, and the lack of any recent radical innovations in the category, pose challenges in securing consumer adoption. If... View Details
Keywords: Innovation and Invention; Marketing Strategy; Product Launch; Consumer Behavior; Product Design; Adoption
Ofek, Elie, Thomas J. Steenburgh, Michael I. Norton, and Kerry Herman. "RKS Guitars." Harvard Business School Case 507-003, October 2006. (Revised August 2007.)
- October 29, 2020
- Article
How to Build a Digital Brand That Lasts
By: William Collis and David Collis
What makes a brand durable even as business models, technology and consumer behavior radically change? The key is that durable brands are adaptable brands—even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers... View Details
Collis, William, and David Collis. "How to Build a Digital Brand That Lasts." Harvard Business Review Digital Articles (October 29, 2020).
- 13 May 2024
- Research & Ideas
Picture This: Why Online Image Searches Drive Purchases
In a visual world, most online retailers still rely on consumers to define and enter their own search keywords. But using images to help shoppers sharpen their queries could push them to buy more, spend more, and feel happier about their... View Details