Publications

SSRN

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December 2009
Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong

Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details

Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry

13 Mar 2017
Research & Ideas

Hiding Products From Customers May Ultimately Boost Sales

copyright 2016 by Kris Johnson Ferreira and Joel Goh Ferreira and Goh launched the research after a conversation with an executive at flash sales boutique Rue La La, with whom Ferreira had conducted previous research on View Details

Keywords: by Carmen Nobel; Retail; Fashion

Web

Research - Behavioral Finance & Financial Stability

prohibited under state lending laws, and 2) state chartered banks began changing product designs to overcome their more rigid regulatory environments. Related Themes: Credit Markets, Monetary Policy & Money Markets, Size & Growth of the... View Details

November 2003 (Revised April 2004)
Background Note

Why Consumers Don't Buy: The Psychology of New Product Adoption

By: John T. Gourville

Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome... View Details

Keywords: Product Launch; Consumer Behavior; Social Psychology

12 Sep 2023
Research & Ideas

How Can Financial Advisors Thrive in Shifting Markets? Diversify, Diversify, Diversify

How can financial planners expand their businesses as their core population ages and young investors flirt with novel financial products like cryptocurrency? The most... View Details

Keywords: by Ben Rand; Financial Services

06 Apr 2016
Research & Ideas

Should Entrepreneurs Pitch Products or Ideas for Products?

In trying to secure financial backing for a new product, independent innovators generally face the question of how much to invest in development before showing it around. Should they create, say, a working prototype (and maybe even... View Details

Keywords: by Carmen Nobel; Motion Pictures & Video; Entertainment & Recreation; Banking

02 Sep 2020
News

How to Launch a New Biosciences Product: Start Small or Dive in?

February 2019 (Revised March 2019)
Case

Banorte and the Capital Call Facility: Infrastructure Finance in Mexico

By: John D. Macomber, Carla Larangeira and Fernanda Miguel

As a result of Mexico´s pension industry deregulation, pension funds were able to invest in energy and infrastructure projects through a variety of financial instruments, particularly through Capital Development Certificates (CKDs), an asset class that served as a... View Details

Keywords: Financial Products; Fund Management; Capital Call Facility; Pension Funds; Infrastructure; Energy; Finance; Decision Making; Investment Funds; Financial Instruments; North America; Mexico

Research Summary

Surviving the Global Financial Crisis: Foreign Ownership and Establishment Performance

By: Laura Alfaro

We examine the differential response of establishments to the recent global financial crisis with particular emphasis on the role of foreign ownership. Using a worldwide establishment panel dataset, we investigate how multinational subsidiaries around the world... View Details

May 2025
Case

Initial Financial Statements at Blank Corporation: Bridging Content and Commerce

By: Jung Koo Kang, Panje Jayden Kim and David Allen

This accounting case is intended to teach students how to compile an income statement, a balance sheet, and a cash flow statement. It focuses on Blank Corporation, an innovative South Korean company that bridged content and commerce by selling products directly through... View Details

Keywords: Accounting; Financial Statements; Business Startups; Social Media; Advertising; Digital Marketing; Cash Flow; Consumer Products Industry; South Korea

Web

About - Behavioral Finance & Financial Stability

Harvard Business School and launched in July 2016, supports research collaborations between faculty and students across Harvard to understand, predict, and prevent financial instability. The BFFS project... View Details

March 1995 (Revised June 1997)
Teaching Note

Citibank: Launching the Credit Card in Asia Pacific (A) TN

By: V. Kasturi Rangan and Marie Bell

Teaching Note for (9-595-026). View Details

Keywords: Credit Cards; Banking Industry; Asia; Oceania

2013
Working Paper

How Does Risk Management Influence Production Decisions? Evidence from a Field Experiment

By: Shawn Cole, Xavier Gine and James Vickery

Weather is a key source of income risk, particularly in emerging market economies. This paper uses a randomized controlled trial involving a sample of Indian farmers to study how an innovative rainfall insurance product affects production decisions. We find that... View Details

Keywords: Risk Management; Production; Weather; Insurance; Emerging Markets; Agribusiness; Insurance Industry; Agriculture and Agribusiness Industry; India

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24 Nov 2020
Working Paper Summaries

Accounting for Product Impact in the Consumer Finance Industry

Keywords: by George Serafeim and Katie Trinh; Financial Services

08 Jan 2018
Research & Ideas

The Startling Percentage of Financial Advisors with Misconduct Records

iStock Even as President Donald Trump and Republican leaders seem set on a course to weaken Obama-administration consumer protection regulations, a soon-to-be-published study reports that 7.3 percent of financial advisors in the United... View Details

Keywords: by Michael Blanding; Financial Services

12 Nov 2015
Working Paper Summaries

Catering to Investors Through Product Complexity

Keywords: by Boris Vallee & Claire Célérier; Financial Services; Financial Services

January 1997 (Revised September 1997)
Case

Improving the Product Development Process at Kirkham Instruments Corp.

By: Clayton M. Christensen

Describes the efforts of a manufacturer of scientific instruments to implement new methods of managing new product development, which its executives had learned in a Harvard Business School seminar. The executives left the seminar excited to implement a new way of... View Details

Keywords: Change Management; Product Launch; Innovation and Invention; Product Development; Manufacturing Industry; Technology Industry; United States

August 1986 (Revised May 1993)
Case

Rohm and Haas (A): New Product Marketing Strategy

By: V. Kasturi Rangan and Lesley Susan

Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Distribution; Performance; Sales