Video On Demand - Publications - Faculty & Research

March 2006
Course Overview Note

Consumer Marketing: Rethinking the Core

Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms... View Details

Keywords: Marketing; Consumer Behavior

Citation

Web

Harvard Business School

Baker Library Special Collections Exhibits More Exhibits Explore the Exhibit Student Pioneers The Value of Business Education The Golden Age of Black Business AASU Early Years & Influence AASU Founders Core Demands & Proposals Early Years... View Details

23 Feb 2004
Research & Ideas

It’s Back to Business-Basics for Nonprofits

of The Bridgespan Group, a not-for-profit strategic consulting firm dedicated to nonprofits. Bradach spoke to an audience at Harvard Business School on January 21, 2004 as part of the Social Enterprise Faculty Seminar Series. Today's... View Details

Keywords: by Manda Salls

08 Jan 2001
Research & Ideas

Can Japan Compete? [Part Two]

In our January 2 update, we featured the first part of a two-part interview with HBS professor Michael E. Porter, an internationally influential expert on strategy and competition. (Porter was recently appointed to a University... View Details

Keywords: by Martha Lagace & Hilah Geer

01 Oct 1997
News

High Fives

he's wrong.' I did. The rest is history.” Investment outlook over the next five years: “It's hard to be bullish on the U.S. equity market, which continues to go up. We're not going to be in a permanent expansion with little inflation... View Details

12 Oct 1999
Research & Ideas

Where Main Street Meets Wall Street

For Boston, whose history is better known for its midnight rides and tea parties with attitude, this was, by comparison, a low-key moment. On a slow July day in 1924 in the Hub's financial district, a new investment product was quietly... View Details

Keywords: by Garry Emmons; Financial Services

29 Jun 2007
First Look

First Look: June 29, 2007

2). This persuasive benefit of stigma was eliminated when participants were exposed to the same partners making the same arguments on video, decreasing self-presentational demands (Study 2). We conclude by... View Details

Keywords: Martha Lagace

09 Feb 2010
First Look

First Look: Feb. 9

has been little empirical evidence on the propensity with which core-periphery structures are observed in practice, the factors that explain differences in the design of such structures, or the manner in which these structures evolve over... View Details

Keywords: Martha Lagace

June 2010
Article

The Pathologies of Online Display Advertising Marketplaces

By: Benjamin Edelman

Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a... View Details

Keywords: Misleading and Fraudulent Advertising; Online Advertising; Cost; Corporate Accountability; Information Publishing; Consumer Behavior; Relationships; Web Sites

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27 Feb 2007
First Look

First Look: February 27, 2007

Working PapersPublic Action for Public Goods Authors:Abhijit Banerjee, Lakshmi Iyer, and Rohini Somanathan Abstract This paper focuses on the relationship between public action and access to public goods. It begins by developing a... View Details

Keywords: Martha Lagace

February 1999 (Revised May 1999)
Case

Onsale, Inc.

By: Youngme E. Moon

Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other... View Details

Keywords: Business Model; Transformation; Customers; Brands and Branding; Auctions; Network Effects; Strategic Planning; Competitive Strategy; Internet and the Web; Retail Industry

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27 Jul 2011
Research & Ideas

Customer Loyalty Programs That Work

The customer rewards cards that clutter wallets and clog key chains of many a shopper may soon be no more, as retailers move from physical to digital (read: mobile apps) forms of loyalty program member identification. It's a smart decision. Unfortunately, it's View Details

Keywords: by Maggie Starvish; Retail

January 2019
Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details

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February 2015 (Revised September 2016)
Teaching Note

Making stickK Stick: The Business of Behavioral Economics

By: Leslie K. John and Michael Norton

Email mking@hbs.edu for a courtesy copy.

This Teaching Note explains the theory of the case and teaching plan for the case: Making sticK Stick: The Business of Behavioral Economics (514019). The case focuses on a... View Details

Keywords: Behavioral Economics; Behavior Change; B2B Vs. B2C; Human Resource Management; Marketing Of Innovations; Health ＆ Wellness; Weight Loss; Charitable Giving; Marketing; Consumer Behavior; Entrepreneurship; Internet and the Web; Health; Business Model; Sales; Human Resources; Health Industry; United States

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Article

Advertising, the Matchmaker

By: Bharat N. Anand and Ron Shachar

We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television... View Details

Keywords: Advertising; Information; Consumer Behavior; Television Entertainment; Risk and Uncertainty; Product; Decision Choices and Conditions; Advertising Industry

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Article

Beyond the Target Customer: Social Effects in CRM Campaigns

By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson

Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details

Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior

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10 Feb 2003
Research & Ideas

Commodity Busters: Be a Price Maker, Not a Price Taker

competitive as well as customer pressure. This demands confidence, not bravado; astute analysis not raw aggression; and requires careful, empathetic focus on the other players in the marketplace.... View Details

Keywords: by Benson P. Shapiro

28 Aug 2007
First Look

First Look: August 28, 2007

large economies for the 2001 to 2005 period. We investigate reasons why Chinese firms are more diversified than companies elsewhere. Design/methodology/approach—We collect data on the number of business segments in which publicly traded... View Details

Keywords: Martha Lagace

June 2018
Article

Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

By: Clarence Lee, Elie Ofek and Thomas Steenburgh

We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details