Publications

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

21 Sep 2017
Cold Call Podcast

State Street’s SHE: Investing in Women Leaders

Keywords: Re: Vikram Gandhi; Financial Services

02 Aug 2010
News

Modern Indian Art: The Birth of a Market

05 Jul 2006
First Look

First Look: July 5, 2006

overweighting of minor (but easy to evaluate) attributes that would be overlooked under an all-inclusive price format. The effect of price partitioning on demand can be detrimental or beneficial, consistent with existing conflicting... View Details

Keywords: Sean Silverthorne

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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June 2013
Article

Vacancies in Supply Chain Networks

By: John William Hatfield and Scott Duke Kominers

We use the supply chain matching framework to study the effects of firm exit. We show that the exit of an initial supplier or end consumer has monotonic effects on the welfare of initial suppliers and end consumers but may simultaneously have positive and negative... View Details

Keywords: Matching; Networks; Stability; Vacancy Chains; Market Entry and Exit; Supply Chain

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Web

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

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

July 2015 (Revised July 2016)
Case

SF Express: From Delivery to E-Commerce

By: Feng Zhu and David Lane

Shunfeng Express (SF), China's leading express delivery firm, in May 2014 opened the first 500 of several thousand Heike stores, which allowed consumers to buy and try out SF's own e-commerce offerings, in addition to other services. As an example of China's... View Details

Keywords: Shunfeng Express; Heike; Express Delivery; Alibaba; Tencent; JD.com; China; O2O; Logistics; Strategy; Service Delivery; China

November 1994 (Revised May 1996)
Case

Walt Disney's Dennis Hightower-- Taking Charge

By: Ashish Nanda

In 1987, Dennis Hightower, was recruited from outside for a newly created position as head of Disney Consumer Products European operations. Hightower has to win initial acceptance of entrenched country managers, integrate the company's diverse subsidiaries closer... View Details

Keywords: Organizational Change and Adaptation; Leadership; Change Management; Corporate Strategy; Personal Development and Career; Consumer Products Industry; Consumer Products Industry; Europe

17 Oct 2016
News

The Right (And Wrong) Way To Harness Your Company's Underdog Status

31 May 2011
First Look

First Look: May 31

believed that consumers would soon demand to use their smart phones to make purchases. Retailers liked this because it increased competition in the payments industry. Paydiant had developed a software-based... View Details

Keywords: Sean Silverthorne

February 2011 (Revised March 2021)
Case

Hindustan Unilever's 'Pureit' Water Purifier

By: V. Kasturi Rangan and Mona Sinha

The case asks students to formulate a strategy to respond to various competitive threats to its Pureit Water purifier, launched in 2008, targeted at millions of low-income Indian consumers who did not have access to safe drinking water. The case describes in detail the... View Details

Keywords: Multinational Firms and Management; Marketing Strategy; Product Launch; Product Development; Social Enterprise; Competitive Strategy; India

December 2018 (Revised August 2019)
Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details

Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; North America

Dennis Yao is the Lawrence E. Fouraker Professor of Business Administration and Chair of the Doctoral Programs at Harvard Business School. He joined the faculty in 2004 after having been at the Wharton School, University of Pennsylvania. From 1991-1994 he served as... View Details

Keywords: automotive; defense; federal government; high technology

March 2003 (Revised August 2005)
Case

Making SMaL Big: SMaL Camera Technologies

By: Clayton M. Christensen and Scott Duncan Anthony

SMaL Camera Technologies CEO Maurizio Arienzo was trying to decide what market opportunities SMaL should target. The company had developed a revolutionary imaging technology that powered small digital still and video cameras. Its first-generation product--a kit to... View Details

Keywords: Product Development; Decision Making; Disruptive Innovation; Market Entry and Exit; Electronics Industry; Computer Industry; Massachusetts

18 May 2015
Research & Ideas

Advertisers Get Serious About Playing With Their Brands

talk or Kardashian talk and sometimes they go a little bit too far” Play involves both intentional interaction and turn-taking—and social media engagement between marketer and... View Details

Keywords: by Dina Gerdeman; Advertising

April 3, 2024
Article

How Automakers Can Address Resistance to Self-Driving Cars

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

Research involving multiple experiments found that consumers have biased views of their driving abilities relative to those of other drivers and automated vehicles. These findings have implications for the adoption of partly or fully automated vehicles, which one day... View Details

Keywords: Technology Adoption; Consumer Behavior; Government Legislation; Prejudice and Bias; Auto Industry; Technology Industry