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  • April 1978
  • Case

General Foods: Opportunities in the Dog Food Market

Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by E.T. Popper and L.S. Ward. View Details
Keywords: Product Positioning; Consumer Behavior; Product Development; Consumer Products Industry; Consumer Products Industry
Related
  • September 2009
  • Case

Culinarian Cookware: Pondering Price Promotion

By: John A. Quelch and Heather Beckham
In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company's premium cookware products. The VP of Marketing, Donald Janus, and Senior Sales Manager, Victoria Brown, had different views. Janus felt price... View Details
Keywords: Profitability Analysis; Consumer Marketing; Brand Equity; Pricing Policies; Sales Promotions; Small ＆ Medium-sized Enterprises; Decisions; Goals and Objectives; Price; Marketing Strategy; Consumer Behavior; Management Teams; Sales; Brands and Branding; Consumer Products Industry
Related
  • February 2011
  • Case

Jamie Turner at MLI, Inc.

By: John J. Gabarro and Colleen Kaftan
The case describes the evolution of an interpersonal mismatch between a previously successful manager, Jamie Turner, and his new boss, Pat Cardullo. Turner, a 32-year-old MBA graduate, has been recruited by Cardullo to be vice president of marketing and sales at Modern... View Details
Keywords: Communication; Interpersonal Relations; Superior ＆ Subordinate; Micro Organizational Behavior; Performance Management; Personal Strategy ＆ Style; Management Style; Conflict Management; Interpersonal Communication; Employee Relationship Management; Rank and Position; Performance; Communication Strategy; Personal Development and Career; Acquisition; Consumer Products Industry; Consumer Products Industry; San Diego; Chicago
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  • April 2010 (Revised May 2017)
  • Case

Tremblant Capital Group

By: Robin Greenwood
Brett Barakett, CEO and founder of Tremblant Capital Group, a New York–based hedge fund, must decide what to do with his fund's position in Green Mountain Coffee Roasters, which has dropped in value by more than 40% in recent months. Tremblant is a hedge fund that... View Details
Keywords: Business Earnings; Behavioral Finance; Stocks; Investment Funds; Consumer Behavior; Competitive Advantage; Financial Services Industry; New York (city, NY)
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  • August 2019 (Revised February 2020)
  • Teaching Note

Sidewalk Labs: Privacy in a City Built from the Internet Up

By: Leslie John and Mitch Weiss
Email mking@hbs.edu for a courtesy copy.

The case serves as a microcosm of issues of digital privacy: the availability of data – personal data in particular – has tremendous potential to improve people’s lives... View Details
Keywords: Privacy; Privacy By Design; Privacy Regulation; Platforms; Data; Data Security; Behavioral Science; Analytics and Data Science; Safety; Entrepreneurship; Business and Government Relations; Consumer Behavior; Digital Platforms
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    John A. Deighton

    John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

    Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
    • March 17, 2021
    • Other Article

    Beyond Pajamas: Sizing Up the Pandemic Shopper

    By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
    A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
    While the pandemic is still playing out, our preliminary investigations... View Details
    Keywords: Retail; Retail Analytics; Consumer; Pandemic; COVID; COVID-19; Apparel; Ecommerce; Online Shopping; Online Apparel; Online Sales; Returns; CRM; Customer Retention; Customer Experience; Customer Value; Digital; Customer Focus and Relationships; Customers; Health Pandemics; Consumer Behavior; Customer Relationship Management; Internet and the Web; Behavior; E-commerce; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States; United Kingdom
    Related

      Consumers, Corporations and Public Health (Oxford University Press, 2016)

      The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare.

      Consumers, Corporations, and Public... View Details
      • September 2019 (Revised July 2025)
      • Case

      Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the company of manufacturing and selling substandard alcoholic drinks, revoked its liquor licenses, and shut down its... View Details
      Keywords: Keroche; Alcohol; Wine; Manufacturing; Informal Market; Regulation; Illicit; Illegal; Shutdown; Factory; Low-income Consumers; Multinational; Local; Government; Allegations; Accusations; Negative Press; EABL; Tusker; Beer; SAB; Chang'aa; Naivasha; Rift Valley; East Africa; Lawsuit; Legal Battle; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Production; Safety; Quality; Distribution; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
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      • Forthcoming
      • Chapter

      Media & Entertainment in Argentina: Doing Business in a Fragmented Society

      By: Luciana Silvestri and Roberto Vassolo
      We explore the issues of vertical and horizontal fragmentation in Argentina by examining how consumers relate to media and entertainment content and technologies. We focus on belly-of-the-market consumers (the most affluent at the bottom of the pyramid) and observe the... View Details
      Keywords: Demographics; Marketing; Consumer Behavior; Entertainment and Recreation Industry; Media and Broadcasting Industry; Argentina
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      • Research Summary

      Overview

      Yanhua Bird's research encompasses two streams: (1) entrepreneurship and social innovation — how the design and structure of alternative forms of enterprises influence their activities and success, with a focus on peer-to-peer markets and social enterprises, and (2)... View Details
      Keywords: Organizational Behavior; Strategy; Social Evaluation; Entrepreneurship; Social Innovation; Social Movements; Non-market Strategy; Corporate Sustainability
      • June 1998 (Revised August 2000)
      • Case

      Microsoft CarPoint

      By: Jeffrey F. Rayport
      CarPoint.com was Microsoft's Web-based entry into on-line automobile retailing. While it could not, in fact, "sell" or deliver any cars, it could shift much of consumer search, comparison, and decision-making, including pricing, the traditional car dealer to the Web.... View Details
      Keywords: Internet and the Web; Service Operations; Market Entry and Exit; Consumer Behavior; Auto Industry; Retail Industry
      Related
      • August 2018 (Revised February 2023)
      • Case

      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

      By: Jill Avery and Ayelet Israeli
      As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
      Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Consumer Products Industry; Consumer Products Industry; United States; North America; Europe
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        Leslie K. John

        Leslie K. John is a Professor of Business Administration at Harvard Business School. Currently, she teaches on the topics of Negotiation, Marketing and Behavioral Economics in various Executive Education courses, including in the Program for Leadership Development.... View Details

        Keywords: diet services; health care; internet; marketing industry

          Stuti Agarwal

          Stuti is a PhD student in Consumer Behavior at Harvard Business School. She completed her Bachelors in Economics and Psychology from Boston University in 2019 and went on to complete her MPS in Applied Economics and Management from Cornell University in 2020. She... View Details
          • 16 Oct 2015
          • News

          We Say We Want Privacy Online, But Our Actions Say Otherwise

          • 16 Jun 2008
          • Research & Ideas

          Seven Tips for Managing Price Increases

          discard your existing customer segmentation assumptions and segment consumers around product usage behavior and price sensitivity. You must get out into the marketplace yourself and talk to View Details
          Keywords: by John Quelch
          • 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
          Keywords: Consumer Behavior; Product Marketing; Beauty and Cosmetics Industry
          Related
          • 24 Jul 2019
          • Lessons from the Classroom

          Can These Business Students Motivate Londoners to Do the Right Thing?

          Insights Team (BIT), which became the world’s first government organization dedicated to incorporating behavioral economics into policy. BIT saw the tax letter as an opportunity to test the value of View Details
          Keywords: by Dina Gerdeman
          • November 1983 (Revised June 1985)
          • Case

          Pepsi-Cola United Kingdom (A)

          By: Benson P. Shapiro and Edward J. Hoff
          On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior. View Details
          Keywords: Product Launch; Consumer Behavior; Planning; Competition; Food and Beverage Industry; United Kingdom; United States
          Related