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- All HBS Web
(2,100)
- People (3)
- News (356)
- Research (1,312)
- Events (13)
- Multimedia (4)
- Faculty Publications (464)
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- Research Summary
Seeing Thought
By: Gerald Zaltman
This program of research combines the results from ZMET studies to create marketing stimuli such as advertising, retail store designs, product concepts, product design, and so forth, which are then presented to a sample of consumers whose reactions are observed using... View Details
- Research Summary
Consumer-Brand Relationships
Susan M. Fournier is conducting extensive research into the relationships consumers form with brands. Her work builds on the premise that, although marketers espouse the notion of relationships in current thought and practice, none have theoretically maximized the... View Details
- Research Summary
Overview
By: Jill J. Avery
I love brands and have been managing them and studying them for 25 years, as a brand manager and as an academic researcher and teacher. My research program focuses on brand management and customer relationship management and centers on themes relating to the meaning of... View Details
- 22 Feb 2012
- Working Paper Summaries
The Dynamic Effects of Bundling as a Product Strategy
- Article
Unhealthy Consumerism: The Challenge of Trading Off Price and Quality in Healthcare
By: Kate Barasz and Peter A. Ubel
Over the last decade, healthcare in many parts of the world has shifted toward a more patient-centric, consumeristic model, marked by an emphasis on choice and a proliferation of typical consumer-facing information (e.g., price and quality data). However, while the... View Details
Keywords: Medical Decision-making; Choice; Health Care and Treatment; Quality; Price; Consumer Behavior; Decision Making
Barasz, Kate, and Peter A. Ubel. "Unhealthy Consumerism: The Challenge of Trading Off Price and Quality in Healthcare." Behavioural Public Policy 2, no. 1 (May 2018): 41–55.
- 17 Aug 2023
- Research & Ideas
‘Not a Bunch of Weirdos’: Why Mainstream Investors Buy Crypto
emerging market. A study of 59 million US consumers Di Maggio, the Ogunlesi Family Associate Professor of Business Administration at HBS, collaborated on the research with Darren Aiello, Jason Kotter, and... View Details
Keywords: by Ben Rand
- Research Summary
Anonymity and Identity
By: John A. Deighton
In most consumer markets, consumers are accustomed to operating in relative anonymity. A complex social adjustment is occurring as people realize that anonymity is often no longer their default condition - it must be sought and in some cases bought. New conceptions of... View Details
- 2017
- Article
Frictions or Mental Gaps: What's Behind the Information We (Don't) Use and When Do We Care?
By: Benjamin Handel and Joshua Schwartzstein
Consumers suffer significant losses from not acting on available information. These losses stem from frictions such as search costs, switching costs, and rational inattention, as well as what we call mental gaps resulting from wrong priors/worldviews, or relevant... View Details
Handel, Benjamin, and Joshua Schwartzstein. "Frictions or Mental Gaps: What's Behind the Information We (Don't) Use and When Do We Care?" Journal of Economic Perspectives 32, no. 1 (Winter 2018): 155–178.
- 16 Jan 2006
- Research & Ideas
What Customers Want from Your Products
researcher then spent a long day in a restaurant seeking to understand the jobs that customers were trying to get done when they hired a milk shake. He chronicled when each milk shake was bought, what other products the customers... 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; Advertising Industry; Food and Beverage Industry
Ward, L. Scott. "Grey Advertising/Canada Dry Account." Harvard Business School Case 579-012, August 1978. (Revised October 1979.)
- 2024
- Working Paper
Webmunk: A New Tool for Studying Online Behavior and Digital Platforms
By: Chiara Farronato, Andrey Fradkin and Chris Karr
Understanding the behavior of users online is important for researchers, policymakers, and private companies alike. But observing online behavior and conducting experiments is difficult without direct access to the user base and software of technology companies. We... View Details
Farronato, Chiara, Andrey Fradkin, and Chris Karr. "Webmunk: A New Tool for Studying Online Behavior and Digital Platforms." NBER Working Paper Series, No. 32694, July 2024.
- 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
- November 2002 (Revised June 2003)
- Case
Monsanto: Leadership in a New Environment
By: Ray A. Goldberg, James Weber and James M Beagle
Monsanto is the biotechnology leader in agriculture. How does it use its leadership in Round Up to fund long-term research and development in biotechnology that is acceptable to the priority system of consumers in different parts of the world? Includes color exhibits. View Details
Keywords: Research and Development; Science-Based Business; Food; Business or Company Management; Agribusiness; Industry Growth; Customer Focus and Relationships; Globalization; Leadership; Biotechnology Industry; Agriculture and Agribusiness Industry; United States
Goldberg, Ray A., James Weber, and James M Beagle. "Monsanto: Leadership in a New Environment." Harvard Business School Case 903-419, November 2002. (Revised June 2003.)
- 26 Jul 2022
- Research & Ideas
Burgers with Bugs? What Happens When Restaurants Ignore Online Reviews
There’s a saying in hospitality: The customer is always right. In fact, customers might be more influential than ever, according to a study of online restaurant reviews. Yelp, the website where consumers share their service experiences,... View Details
- Article
Research: People Use Less Energy When They Think Their Neighbors Care About the Environment
By: Jon M. Jachimowicz, Oliver P. Hauser, Julie O'Brien, Erin Sherman and Adam D. Galinsky
A significant reduction in energy consumption is needed to help meet critical temperature thresholds. New research points to a way to help consumers work toward this goal – one that doesn’t rest on changing people’s personal beliefs about climate change. Rather, it... View Details
Jachimowicz, Jon M., Oliver P. Hauser, Julie O'Brien, Erin Sherman, and Adam D. Galinsky. "Research: People Use Less Energy When They Think Their Neighbors Care About the Environment." Harvard Business Review (website) (January 28, 2019).
- 09 Sep 2014
- First Look
First Look: September 9
Publications September 2014 Cambridge University Press Consumer Lending in France and America: Credit and Welfare By: Trumbull, Gunnar Abstract—Why did America embrace consumer credit over the course of... View Details
Keywords: Sean Silverthorne
- Research Summary
Ray's current research is on technology platforms - how technology companies can platformize their technology offerings, how platforms impact competitive strategy and create pricing power, and how technology consumers interact with technologies that are platforms. View Details
- 02 Sep 2008
- Research & Ideas
Indulgence vs. Regret: Investing in Future Memories
passing through town for one evening and hopes you can have dinner. What to do? If you're more grasshopper than ant, research by Assistant Professor Anat Keinan is sure to please. In a series of papers coauthored with Ran Kivetz, a... View Details
Keywords: by Julia Hanna
- 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
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Consumer Products Industry; Consumer Products Industry; North and Central America; United States
Gupta, Sunil, Jonathan Levav, and Julia Kelley. "Drinkworks: Home Bar by Keurig." Harvard Business School Case 521-010, September 2020.
- 17 Dec 2014
- Research & Ideas
How Our Brain Determines if the Product is Worth the Price
will appear in a forthcoming issue of the Journal of Marketing Research. The research could help retailers and marketers decide when it's best to lead with price, which products work best with that strategy, and how to frame sales... View Details