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Show Results For
- All HBS Web
(6,498)
- People (20)
- News (1,262)
- Research (4,342)
- Events (38)
- Multimedia (71)
- Faculty Publications (3,144)
- July 2006 (Revised March 2010)
- Case
Symantec vs. McAfee: Competing in the Consumer Anti-virus Industry
By: Ramon Casadesus-Masanell and Jordan Mitchell
Symantec and McAfee hold 53.6% and 18.8% respectively, of the anti-virus software market as of 2006. While the market is concentrated with five firms controlling over 90%, Microsoft is on the eve of releasing a consumer security subscription packed called OneCare Live.... View Details
Keywords: Business Model; Market Entry and Exit; Competitive Strategy; Software; Information Technology Industry
Casadesus-Masanell, Ramon, and Jordan Mitchell. "Symantec vs. McAfee: Competing in the Consumer Anti-virus Industry." Harvard Business School Case 707-413, July 2006. (Revised March 2010.)
- May 1985
- Case
Cole National Corp. (C): Consumer Products Division
Keywords: Consumer Products Industry
Cespedes, Frank V. "Cole National Corp. (C): Consumer Products Division." Harvard Business School Case 585-173, May 1985.
- 2013
- Dissertation
Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics
By: Clarence Lee, Vineet Kumar and Sunil Gupta
Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers... View Details
- 24 Jul 2000
- Research & Ideas
Global Brands: Connecting With Consumers Across Boundaries
What's in a name? Plenty if you're a consumer marketer trying to build a brand. "They are road signs that help people find orientation in the jungle of supply", said Hans G. Gueldenberg, CEO of Nestlé Deutschland AG. According... View Details
Keywords: by James E. Aisner
- 2021
- Working Paper
Friends and Family Money: P2P Transfers and Financially Fragile Consumers
By: Tetyana Balyuk and Emily Williams
We assess the impact that real time money transfer technology has on consumer outcomes, particularly during periods of financial fragility. We do this by developing a new data set that documents use of Zelle—the most widely used P2P money transfer technology in the... View Details
Keywords: P2P Money Transfers; Real Time Payments; Fintech; Finance; Information Technology; Personal Finance; Financial Condition
Balyuk, Tetyana, and Emily Williams. "Friends and Family Money: P2P Transfers and Financially Fragile Consumers." Working Paper, November 2021.
- 2008
- Book
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
Zaltman, Gerald, and Lindsay Zaltman. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers. Harvard Business School Press, 2008.
- April 2022
- Article
Consumers Value Effort over Ease When Caring for Close Others
By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
Many products and services are designed to make caregiving easier, from premade meals for feeding families to robo-cribs that automatically rock babies to sleep. Yet, using these products may come with a cost: consumers may feel they have not exerted enough effort.... View Details
Keywords: Effor; Caregiving; Close Relationships; Symbolic Meaning; Signaling; Relationships; Consumer Behavior; Perception
Garcia-Rada, Ximena, Mary Steffel, Elanor F. Williams, and Michael I. Norton. "Consumers Value Effort over Ease When Caring for Close Others." Journal of Consumer Research 48, no. 6 (April 2022): 970–990.
- December 2012
- Article
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
By: Jill Avery
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Consumer Products Industry; Consumer Products Industry
Avery, Jill. "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending." International Journal of Research in Marketing 29, no. 4 (December 2012): 322–336. (Article was awarded the Marketing Science Institute's Best Paper Award.)
- May 1997
- Teaching Note
Consumer Behavior Exercise (A) - (F) (TN)
By: John A. Deighton and Susan M. Fournier
Teaching Note for (9-596-039)--(9-596-044). View Details
Keywords: Consumer Behavior
- 01 Nov 2019
- News
Evolution of the consumer focus in healthcare
- 2021
- Working Paper
CEO Activism, Consumer Polarization, and Firm Performance
By: Young Hou and Christopher W. Poliquin
CEOs are increasingly engaging in activism on controversial social and political issues that do not directly affect their businesses. Simultaneously, the general public is increasingly polarized. We examine how CEO support for gun control after two mass shootings... View Details
Keywords: CEO Activism; Guns; Polarization; Non-market Strategy; Social Issues; Leadership; Consumer Behavior; Performance
Hou, Young, and Christopher W. Poliquin. "CEO Activism, Consumer Polarization, and Firm Performance." Harvard Business School Working Paper, No. 21-106, February 2021.
- Research Summary
Consumer Response to Online Ratings and Recommendations
Jolie is currently conducting several laboratory and field experiments to assess the tendency of individuals to employ predictable heuristics in complex information aggregation tasks, thus leading to search and choice behavior that is suboptimal relative to the fully... View Details
- November 1999 (Revised July 2000)
- Case
Roly International: Consumer Licensed Products in China
In this case Roly International, the largest Disney apparel licensee in China, considers how to adapt their distribution channel strategy to the downturn in the Chinese market. View Details
Keywords: Emerging Markets; Distribution Channels; Brands and Branding; Apparel and Accessories Industry; China
Arnold, David J., and Shivani Chand. "Roly International: Consumer Licensed Products in China." Harvard Business School Case 500-050, November 1999. (Revised July 2000.)
- June 1991
- Teaching Note
General Electric: Consumers Electronics Group, Teaching Note
By: David J. Collis
Teaching Note for (9-389-048). View Details
Keywords: Electronics Industry
- 06 Dec 2010
- News
Consumers are buying for themselves this holiday
- 2010
- Chapter
Consumer Policy: Business and the Politics of Consumption
By: Gunnar Trumbull
Trumbull, Gunnar. "Consumer Policy: Business and the Politics of Consumption." Chap. 27 in The Oxford Handbook of Business and Government, edited by David Coen, Wyn Grant, and Graham Wilson, 622–642. Oxford: Oxford University Press, 2010.
- October 2003 (Revised December 2020)
- Case
Globalizing Consumer Durables: Singer Sewing Machine before 1914
By: Geoffrey Jones and David Kiron
Examines the global strategy of Singer, one of the world's first multinationals, before 1914. Singer, a U.S. pioneer of the modern sewing machine, established its first foreign factory in Scotland in 1867. Investments followed in manufacturing and marketing in other... View Details
Keywords: Business History; Multinational Firms and Management; Global Strategy; Entrepreneurship; Investment; Globalization
Jones, Geoffrey, and David Kiron. "Globalizing Consumer Durables: Singer Sewing Machine before 1914." Harvard Business School Case 804-001, October 2003. (Revised December 2020.)