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

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October 2006 (Revised May 2007)
Case

Academia Barilla

By: David E. Bell and Mary L. Shelman

Barilla, the world's largest pasta company, has introduced a new high-quality, high-priced product line that features a range of authentic Italian food products sourced from artisan producers. Management believes the line will appeal to consumers seeking healthier... View Details

Keywords: Supply Chain; Plant-Based Agribusiness; Brands and Branding; Decision Choices and Conditions; Family Ownership; Nutrition; Product Development; Investment; Food and Beverage Industry; Italy

March 2016 (Revised June 2016)
Case

Gotong Royong: Toward Sustainable Palm Oil

By: Rebecca Henderson, Hann-Shuin Yew and Monica Baraldi

In late 2015, Jeff Seabright, chief sustainability officer at Unilever, had to report to Unilever CEO Paul Polman on the effort to transform palm oil cultivation. Historically, palm oil was produced using unsustainable methods that included burning large tracts of... View Details

Keywords: Sustainability; Environment; Industry Self-regulation; Corporate Image; Corporate Strategy; Indonesia; Malaysia

December 2017 (Revised March 2019)
Case

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart

Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

November 2018
Case

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)

By: John A. Quelch and Katherine B. Hartman

Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by... View Details

Keywords: Growth and Development Strategy; Marketing Strategy; Marketing Communications; Product Positioning

March 1974 (Revised June 1996)
Case

First National City Bank Operating Group (A)

By: Jay W. Lorsch

Growth in the banking field has produced new demands on the "back office." Traditional management practices in check processing and paper handling operations have resulted in ten years of cost increases and quality loss. New manager of the operating group faces an... View Details

Keywords: Change Management; Transition; Banks and Banking; Management Practices and Processes; Managerial Roles; Production; Banking Industry

21 Mar 2016
HBS Case

Can Customer Reviews Be 'Managed?'

in 2013. Professor Thales Teixeira discusses TripAdvisor’s staggering success, how the company has forced an entire industry to change the way it considers (and purposefully influences) the online review process, and how View Details

Keywords: by Brian Kenny; Advertising; Travel

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

By: John A. Quelch

The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details

Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States

16 Sep 2010
News

Department stores: Mad rush for market share

May 1994
Case

Colgate-Palmolive: Managing International Careers

Colgate-Palmolive, the U.S.-based consumer products firm, has long emphasized international experience for its managers and has developed a comprehensive policy to manage expatriate assignments. The rise in dual-career families has made some managers reluctant to... View Details

Keywords: Business or Company Management; Multinational Firms and Management; Personal Development and Career; Experience and Expertise; Consumer Products Industry; United States

August 2002 (Revised February 2005)
Case

Gillette Company (B): Leadership for Change

By: Rosabeth M. Kanter and James Weber

Describes the actions and behavior of a new CEO in his first days and weeks as he sets expectations for his top management team and introduces processes and disciplines to begin the turnaround of a global consumer products company. View Details

Keywords: Business Strategy; Policy; Change Management; Leading Change; Motivation and Incentives; Strategic Planning; Retail Industry

December 2001
Case

Cybersettle

By: Michael A. Wheeler and Gillian Morris

Cybersettle's management faced a dilemma: How could they turn their company, which provided confidential online settlement services for insurance claims, into a profitable enterprise? Having started during the heady days of Internet "dot-com fever," the company now had... View Details

Keywords: Restructuring; Bids and Bidding; Negotiation Process; Conflict and Resolution; Business Strategy; Commercialization; Internet; Insurance Industry

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November 2019 (Revised April 2020)
Case

Purple Innovation, Inc.: The Online to Offline Marketing Challenge

By: Elie Ofek and Nakisha Williams

This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details

Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Consumer Products Industry

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 August 2000)
Case

Priceline.com: Name Your Own Price

By: Robert J. Dolan

Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline... View Details

Keywords: Price; Internet and the Web; Marketing; Emerging Markets; Consumer Products Industry; Consumer Products Industry; United States

September 2015 (Revised March 2025)
Technical Note

FIELD Global Capstone: Developing Customer Empathy

The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of... View Details

Keywords: Market Research; Design Thinking; Customer Behavior; Ethnography; Interviews; Surveys; A/B Testing; Experimentation; Marketing; Customer Focus and Relationships; Consumer Behavior; Demand and Consumers

November 2020 (Revised February 2021)
Case

Integrating Beam Suntory (A)

By: David G. Fubini, Rawi Abdelal and David Lane

The spring 2014 acquisition of U.S. alcoholic spirits maker Beam Inc. by Japan’s Suntory Holdings vaulted Suntory from 15th to third-largest international spirits company in the world. Yet Suntory had borrowed nearly the entire $16 billion purchase price, and relied on... View Details

Keywords: Family Business; Communication; Borrowing and Debt; Globalization; Corporate Governance; Governing and Advisory Boards; Retention; Leadership; Supply Chain; Organizational Structure; Ownership; Relationships; Conflict and Resolution; Integration; Value Creation; Food and Beverage Industry; Japan; United States; Chicago

December 2010
Article

Why You Aren't Buying Venezuelan Chocolate

By: Rohit Deshpandé

The article discusses the "provenance paradox," wherein consumers are unwilling to buy high-quality products from regions not commonly associated with excellence in certain product categories. Venezuelan chocolate maker Chocolates El Rey does little international... View Details

Keywords: Geographic Location; Global Strategy; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Product Marketing; Emerging Markets; Food and Beverage Industry; Venezuela

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March 2016
Article

To Groupon or Not to Groupon: The Profitability of Deep Discounts

By: Benjamin Edelman, Sonia Jaffe and Scott Duke Kominers

We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine... View Details

Keywords: Voucher Discounts; Groupon; Experience Goods; Repeat Purchase; Internet and the Web; Marketing Strategy; Marketing Communications

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31 Jan 2017
News

CEOs Face Off Against Trump (or Not)

October 2019
Case

Kaspi.kz IPO

By: Victoria Ivashina and Esel Çekin

This case follows Kaspi.kz, a private equity (Baring Vostok) co-owned retail bank in Central Asia that evolved into a fintech, payments and e-commerce company. It provides insights into private equity financing, portfolio company management, and initial public offering... View Details

Keywords: Finance; Private Equity; Initial Public Offering; Organizational Change and Adaptation; Central Asia

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