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

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Managing the Future of Work

Managing the challenges posed by the changing nature of work Managing the challenges posed by the changing nature of work Multiple forces of change – demographics, technology, automation, globalization – are coming together at an unprecedented pace and scale. How can... View Details

January 2022 (Revised February 2022)
Case

Envision Group

By: Gunnar Trumbull, Bonnie Yining Cao and Dawn H. Lau

Based in China, Envision was one of the world’s leading Greentech companies. Chief Executive Officer Lei Zhang had set the goal of achieving carbon neutrality across the company’s global operations and supply chain by 2022 and 2028 respectively. As part of its... View Details

Keywords: Green Technology; Climate Change; Emerging Markets; Information Technology; Strategy; Management; Renewable Energy; Energy Policy; Environmental Sustainability; Manufacturing Industry; Auto Industry; Green Technology Industry; Battery Industry; China; United States; Japan; United Kingdom; France

2024
Working Paper

AI Companions Reduce Loneliness

By: Julian De Freitas, Ahmet K Uguralp, Zeliha O Uguralp and Puntoni Stefano

Chatbots are now able to engage in sophisticated conversations with consumers in the domain of relationships, providing a potential coping solution to widescale societal loneliness. Behavioral research provides little insight into whether these applications are... View Details

Keywords: AI and Machine Learning; Technological Innovation; Behavior; Well-being

July 2024
Article

Acceptance of Automated Vehicles Is Lower for Self than Others

By: Stuti Agarwal, Julian De Freitas, Anya Ragnhildstveit and Carey K. Morewedge

Road traffic accidents are the leading cause of death worldwide for people aged 2–59. Nearly all deaths are due to human error. Automated vehicles could reduce mortality risks, traffic congestion, and air pollution of human-driven vehicles. However, their adoption... View Details

Keywords: Transportation; Risk and Uncertainty; Technology Adoption; Prejudice and Bias

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August 1993 (Revised May 1994)
Case

American Airlines' Value Pricing (A)

By: Alvin J. Silk

In April 1992, American Airlines launched "Value Pricing" -- a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing... View Details

Keywords: Price; Marketing Channels; Consumer Behavior; Performance Expectations; Value Creation; Aerospace Industry

June 2002 (Revised October 2005)
Case

Inside Intel Inside

By: Youngme E. Moon and Christina L. Darwall

In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details

Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California

November 2006
Case

Competitive Headaches (A): The Analgesic Wars

By: Dennis A. Yao

Addresses the problem of competing with a me-too consumer product. Focuses on Bristol-Meyers' 1975 strategy for introducing a competitor to Tylenol in the analgesic market. View Details

Keywords: Market Entry and Exit; Competition; Competitive Advantage; Consumer Products Industry; Consumer Products Industry

June 2015 (Revised April 2018)
Case

WeChat: A Global Platform?

By: Willy Shih, Howard Yu and Feng Liu

WeChat was developed by Tencent Holdings as a lightweight messaging platform. As it grew quickly to become the most popular messaging app in China, it added a range of products and services that sat on top that were designed to appeal to a broad range of consumers and... View Details

Keywords: Online Platforms; China; WeChat; Tencent Holdings; Globalization; Internet and the Web; Applications and Software; Digital Platforms; Telecommunications Industry; Information Industry; China

February 2002 (Revised April 2011)
Case

The Future of Hybrid Electric Vehicles

By: John T. Gourville, Alice Tzou and David Lane

Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those... View Details

Keywords: Technological Innovation; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Technology Adoption; Auto Industry; United States

22 Jan 2001
Research & Ideas

Control Your Inventory in a World of Lean Retailing

Manufacturers generally classify products in terms of broad product lines, developing a single marketing strategy and production plan for each line. That makes sense for marketing, but it's a mistake for production. Different SKUs... View Details

Keywords: by Frederick H. Abernathy, John T. Dunlop, Janice H. Hammond & David Weil; Consumer Products

13 Apr 2017
News

When Shareholders Speak Their Minds

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

By: John A. Quelch

The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details

Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States

August 2021 (Revised November 2023)
Supplement

Coats: Supply Chain Challenges

By: Willy C. Shih

Coats, the largest thread maker in the world, transformed its business to digital colour measurement so that it could respond better to customer demand in the garment industry for rapid product cycles and more fragmented colour choices. Its embrace of digital colour... View Details

Keywords: Inventory Management; Supply Chain; Inventory; Supply Chain Management; Operations; Apparel and Accessories Industry; Asia

February 2000 (Revised April 2001)
Case

CNET 2000

By: Thomas R. Eisenmann and Pauline M Fischer

CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details

Keywords: Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry

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May 1994
Case

Colgate-Palmolive: Managing International Careers

Colgate-Palmolive, the U.S.-based consumer products firm, has long emphasized international experience for its managers and has developed a comprehensive policy to manage expatriate assignments. The rise in dual-career families has made some managers reluctant to... View Details

Keywords: Business or Company Management; Multinational Firms and Management; Personal Development and Career; Experience and Expertise; Consumer Products Industry; United States

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

August 2021 (Revised November 2023)
Teaching Note

Coats: Supply Chain Challenges

By: Willy C. Shih

Teaching Note for HBS Case No. 621-115.
Faced with continuing cost pressure, should Coats, the world's largest thread maker, relocate some of its make-to-stock manufacturing to an ultra-low-cost region while leaving make-to-order demand close to customers? View Details

Keywords: Inventory Management; Supply Chain; Inventory; Supply Chain Management; Operations; Apparel and Accessories Industry; Asia

15 Feb 2018
News

Young workers love cities. So what’s a suburban company to do?

Research Summary

Research

Professor Karmarkar's research in consumer behavior develops theory-driven frameworks “from the brain up”. In particular, using a combination of consumer psychology, behavioral economics, and insights from neuroscience, she investigates the factors that consciously... View Details

March 2020
Case

Maven Clinic: Women's Health in the Digital Age

By: Ariel D. Stern and Sarah Mehta

In late 2017, Kate Ryder, the founder and CEO of digital women’s health telemedicine company Maven Clinic, faced an important decision. Maven offered both a direct to consumer (D2C) product that anyone could use to book virtual appointments with health practitioners... View Details

Keywords: Business Growth and Maturation; Business Model; Business Startups; Entrepreneurship; Health; Health Care and Treatment; Strategy; Information Technology; Applications and Software; Health Industry; Technology Industry; United States

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