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

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January 2025 (Revised April 2025)
Case

Less Is More: Will Aldi's Expansion Plans Pay Off in a Crowded U.S. Grocery Market?

By: David Collis and Haisley Wert

In 2024, the discount grocery retailer Aldi announced bold U.S. expansion plans. Within five years, the German company would increase its store count by 30% to reach 3,200+ stores across the United States and approach becoming the fifth largest grocery retailer in the... View Details

Keywords: Scope; Grocery; Corporate Strategy; Expansion; Business Model; Competitive Strategy; Retail 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

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

September 2021 (Revised December 2023)
Case

On the Bubble: Startup Bootstrapping

By: Jeffrey J. Bussgang, Tom Quinn and Annelena Lobb

Bubble was a software company in the low-code/no-code market, making tools that allowed users without traditional programming backgrounds or technical skills to build software. The case covers cofounder Joshua Haas’s engineering background, as he experienced a high... View Details

Research Summary

Crowdsourced reviews

To determine whether online consumer reviews influence the way that reputation is formed, Professor Luca has combined reviews from the website Yelp.com with public restaurant data. He has shown that a one-star increase in Yelp ratings results in a 5- to 9-percent... View Details

October 2005
Case

Kinko's

Over the decades, Kinko's had forged a deep emotional bond with consumers by easing their anxiety and helping them solve pressing document processing problems. By 2003, however, consumer research revealed that a confusing retail experience had eroded some of this good... View Details

Keywords: Marketing Strategy; Customer Satisfaction; Service Industry

19 Nov 2021
News

2021’s Best Things to Buy on Black Friday

May 2002 (Revised May 2002)
Case

Tim Blanchard at Jones Mendel & Co.

By: John J. Gabarro

Tim Blanchard struggles to balance all the demands facing him as a partner of a consulting firm. He must decide how to serve clients, mentor his people, provide strategy and direction to the high-tech group, and spend time with family. A rewritten version of an earlier... View Details

Keywords: Customer Focus and Relationships; Managerial Roles; Work-Life Balance; Consulting Industry

March 2024 (Revised February 2025)
Case

Doing Business in São Paulo, Brazil

By: Laura Alfaro, Hise O. Gibson, Leonard A. Schlesinger and Pedro Levindo

The case gives readers an overview of key factors of doing business in Brazil, including Brazil’s economic transformation since its colonial years until 2023, when leftist President Luiz Inácio Lula da Silva was sworn in for his third term, after the most polarized... View Details

Keywords: Business Cycles; Developing Countries and Economies; Economic Growth; Economic Sectors; Economy; Macroeconomics; Business History; International Relations; Political Elections; Taxation; Consumer Behavior; Brazil; Latin America; Sao Paulo

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

November 1987 (Revised March 1990)
Case

Ethyl Corp. in 1979

Describes the competitive situation facing the market leader in antiknock additives, the Ethyl Corp. Demand is declining rapidly and Ethyl has to decide whether to close capacity, and if so, how. Raises issues of corporate as well as SBU strategy because antiknock... View Details

Keywords: Business Units; Corporate Strategy; Performance Capacity; Auto Industry; Chemical Industry

April 2021
Case

Coca-Cola: Preparing for the Next 100 Years

By: Cynthia A. Montgomery and James Weber

In early 2020, James Quincey, the 14th chair of the 133-year old The Coca-Cola Company, was in the midst of a years-long transformation of Coca-Cola from being the leading carbonated soft drink (CSD) beverage company into a total beverage company. The company’s... View Details

Keywords: Strategy; Diversification; Change Management; Organizational Culture; Environmental Sustainability; Food and Beverage Industry; United States

November 2004
Tutorial

Principles of Microeconomics for Strategists

By: Felix Oberholzer-Gee, Pai-Ling Yin and Elizabeth Raabe

Reviews microeconomic principles from a business strategy perspective, using the digital music industry as context. Contains three modules: demand, supply, and equilibrium. The demand module discusses the willingness to pay, market demand, price elasticity, and... View Details

Keywords: Business Strategy; Supply and Industry; Demand and Consumers; Microeconomics; Balance and Stability; Price; Cost; Revenue; Music Industry

January 1989 (Revised December 1991)
Case

British Airways: ""Go for It, America!"" Promotion (A)

By: Stephen A. Greyser

Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details

Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States

April 1990
Case

Nestle Alimentana S.A. -- Infant Formula (Abridged)

By: James E. Austin

The new vice president of infant and dietetic products of Nestle Alimentana S.A. has to make recommendations on the company's marketing programs for its infant formulas in developing countries. The U.S. subsidiary is currently the target of a consumer boycott because... View Details

Keywords: Product Marketing; Emerging Markets; Developing Countries and Economies; Distribution Channels; Marketing Strategy; Cross-Cultural and Cross-Border Issues; Food; Business Subsidiaries; Food and Beverage Industry; United States; Switzerland

September 1992 (Revised July 1994)
Case

MEM Company, Inc.: English Leather

By: Frank V. Cespedes and Laura Goode

In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must consider the context of strategic decisions... View Details

Keywords: Change Management; Decision Choices and Conditions; Brands and Branding; Product Positioning; Consumer Behavior; Distribution Channels; Business Strategy; Consumer Products Industry

14 Feb 2018
HBS Seminar

Ruomeng Cui, Emory University

Summer 2013
Article

Where Implementation Breaks Down: Why Can't Companies Get the Job Done?

By: David A. Garvin

A great plan for the future isn't so great if you can't execute it properly. Conceiving a project or initiative demands different approaches and skills than acting on it and following through. Here's a guide to removing the roadblocks on the path toward effective... View Details

Keywords: Implementation; EXECUTIVE Ability (Management); Management Practices and Processes; Performance Effectiveness; Management Skills

21 Jan 2014
First Look

First Look: January 21

providing an additional source of revenue, but reduces consumer demand for the service. We characterize equilibrium information provision, disclosure levels, and prices View Details

Keywords: Sean Silverthorne

July – August 2008
Article

Should You Invest in the Long Tail?

By: Anita Elberse

The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details

Keywords: Demand and Consumers; Distribution Channels; Sales; Marketing Strategy; Online Technology; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry

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