Publications

Claire Shi is a doctoral student in Business Economics at Harvard Business School. Her research interests are in behavioral and household finance. She graduated from Harvard College with an A.B. in Applied Mathematics in 2021. For more information, please visit her... View Details

May 2017
Case

Promontory, Inc.

By: Frank V. Cespedes and Amy Handlin

Promontory, Inc. is a small, privately owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago with the intention of pursuing a high-quality/high-price strategy, the CEO is seeking methods of increasing sales... View Details

Keywords: Salesforce Management; Marketing Strategy; Customization and Personalization; Business Model; Sales; Advertising Industry

Article

Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness

By: Tami Kim, Kate Barasz and Leslie K. John

Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness.... View Details

Keywords: Digital Marketing; Customization and Personalization; Information; Trust; Performance Effectiveness

August 2014
Case

Netflix in 2011

By: Willy Shih and Stephen Kaufman

Reed Hastings founded Netflix to provide a home movie service that would do a better job satisfying customers than the traditional retail rental model. But as it encountered challenges it underwent several major strategy shifts, ultimately developing a business model... View Details

April 2000 (Revised May 2000)
Case

Capital One Financial Corporation

By: Bharat N. Anand, Michael G. Rukstad and Christopher Paige

Designed to explore the structure, implementation, and sustainability of an information-based strategy (IBS) undertaken by Capital One during the 1990s. Particular issues of interest are the impact of mass customization on industry structure, the ability to transfer... View Details

Keywords: Competitive Strategy; Customization and Personalization; Industry Structures; Internet and the Web; Innovation Strategy; Knowledge Use and Leverage; Financial Services Industry; United States

Das Narayandas is the Edsel Bryant Ford Professor of Business Administration at the Harvard Business School. His academic credentials include a Bachelor of Technology degree in Engineering from the Indian Institute of Technology, Bombay (IITB), a Post-Graduate... View Details

Keywords: advertising; beauty products; biotechnology; computer; electrical equipment; electronics; entertainment; federal government; high technology; industrial goods; information technology industry; internet; management consulting; manufacturing; marketing industry; professional services; retailing; telecommunications; transportation

26 Jul 2010
Research & Ideas

Yes, You Can Raise Prices in a Downturn

As economic turmoil continues, many companies are reconsidering their strategies with an eye toward going lean and slashing prices. And that might work for a few companies—but very few. Instead, companies... View Details

Keywords: by Sean Silverthorne; Retail; Consumer Products

Article

The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment

By: Eva Ascarza, Raghuram Iyengar and Martin Schleicher

Facing the issue of increasing customer churn, many service firms have begun recommending pricing plans to their customers. One reason behind this type of retention campaign is that customers who subscribe to a plan suitable for them should be less likely to churn... View Details

Keywords: Churn/retention; Field Experiment; Pricing; Tariff/plan Choice; Targeting; Customer Relationship Management; Price; Performance Effectiveness

March 2021
Article

Last Place Aversion in Queues

By: Ryan W. Buell

This paper documents the effects of last place aversion in queues and its implications for customer experiences and behaviors as well as for operating performance. An observational analysis of customers queuing at a grocery store, and four online studies in which... View Details

Keywords: Behavioral Operations; Queues; Reference Effects; Last Place Aversion; Transparency; Customers; Behavior; Satisfaction; Service Operations

January 2013 (Revised March 2013)
Case

Beth Stewart: Navigating the Boardroom

By: Boris Groysberg and Deborah Bell

After rising through the ranks of Corporate America, Beth Stewart has become a corporate director on the board of General Growth Properties. Stewart is struggling with how to address her mounting concerns over the financial health of the growing large publically traded... View Details

Keywords: Career Management; Women Executives; Women And Leadership; Boards Of Directors; Board Dynamics; Career Planning; Independent Directors; Leadership; Corporate Governance; Governing and Advisory Boards; Interpersonal Communication; Leadership Style; Personal Development and Career; Work-Life Balance; Real Estate Industry; United States

26 Aug 2020
Blog Post

Two sides, same coin: How I left the Bay Area as an operator and returned as an investor

Janelle Teng is from the Class of 2020 and a proud member of Section C. From completing her undergraduate studies at Stanford University to working as a product manager at SalesforceIQ, Janelle has spent most of her academic View Details

30 May 2023
Research & Ideas

Can AI Predict Whether Shoppers Would Pick Crest or Colgate?

Companies have long poured time and money into surveying customers. Now, with new research showing artificial intelligence provides plenty of rich data about shopper preferences, could customer surveys... View Details

Keywords: by Kristen Senz

May 2014
Article

Group Membership Alters the Threshold for Mind Perception: The Role of Social Identity, Collective Identification, and Intergroup Threat

By: Leor M. Hackel, Christine E. Looser and Jay J. Van Bavel

Human faces are used as cues to the presence of social agents, and the ability to detect minds and mental states in others occupies a central role in social interaction. In the current research, we present evidence that the human propensity for mind perception is bound... View Details

Keywords: Groups and Teams; Identity; Personal Characteristics; Cognition and Thinking

February 2011 (Revised November 2012)
Case

Product Development at OPOWER

By: Thomas Eisenmann and Rob Go

OPOWER, a software startup that helps utilities engage their customers in ways that reduce energy consumption, is scaling rapidly. The company's new head of product management has designed a system to address a point of constant tension: whether to build custom... View Details

Keywords: Business Startups; Customer Relationship Management; Entrepreneurship; Growth Management; Product Development; Sales; Customization and Personalization; Energy Conservation; Environmental Sustainability; Information Technology Industry; Utilities Industry

June 1999
Supplement

Conversation with Donna Dubinsky, A (Video)

Donna Dubinsky, president and CEO of Handspring, Inc. and former president of Palm Computing, speaks about her career. Topics include: early mentors, strategies for building and maintaining business and personal relationships, developing her personal style and... View Details

Keywords: Personal Development and Career

Web

AI Enhanced Learning: HBS IT and Faculty Collaborate on Research Navigator Bot | Information Technology

students conduct customer interviews, perform market analysis, and present their recommendations. Before Immersion Week can take place, however, students participate in “Industry Week,” conducting intensive... View Details

June 1998 (Revised June 1998)
Background Note

Bankruptcy: A Debtor's Perspective

By: Howard H. Stevenson and Michael J. Roberts

Describes the business and legal context surrounding personal and corporate bankruptcy. View Details

Keywords: Insolvency and Bankruptcy; Financial Condition; Legal Liability; Personal Finance; Loss; Business or Company Management