Publications

November 1993 (Revised March 1995)
Case

Marsh Supermarkets, Inc. (A): The Marsh Super Study

In response to recent trends in grocery retailing, Marsh Supermarkets has completed an intensive 65-week study of the activity at 5 superstores in the midwest United States. The study tracked the sales, profits, space, and promotion dynamics of the entire store: dry... View Details

Keywords: Marketing Strategy; Analysis; Consumer Behavior; Retail Industry

23 Jan 2007
First Look

First Look: January 23, 2007

technologies and partners. Focuses on the partnership tensions between global firms and local family-dominated conglomerates. Addresses new venture financing in an asset-intensive business through the assembly of strategic contracts. More... View Details

Keywords: Martha Lagace

Forthcoming
Article

Consumer Choice and Corporate Bankruptcy

By: Samuel Antill and Megan Hunter

We estimate the indirect costs of corporate bankruptcy associated with lost customers. In incentivized experiments, randomly informing consumers about a firm’s Chapter 11 reorganization lowers their willingness to pay for the firm’s products by 17%-28%. Consumers worry... View Details

Keywords: Consumer Choice; Bankruptcy; Financial Distress; Structural Estimation; Experimental Economics; Hertz; Insolvency and Bankruptcy; Perception; Consumer Behavior

20 Nov 2012
First Look

First Look: November 20

the firms they regulate, but not exclusively via dyadic exchanges as is traditionally argued in the regulatory capture and business-government literatures. Instead, regulatory decisions are indirectly shaped via third-party actors who shield agencies from legitimacy... View Details

Keywords: Sean Silverthorne

February 2002 (Revised April 2011)
Case

The Future of Hybrid Electric Vehicles

By: John T. Gourville, Alice Tzou and David Lane

Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those... View Details

Keywords: Technological Innovation; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Technology Adoption; Auto Industry; United States

17 Sep 2007
Research & Ideas

Broadband: Remaking the Advertising Industry

with a time-shift in television viewing as digital video recorders (DVR) became commonplace. With broadband they must now also contend with a place-shift. The family no longer sits in the living room together with all eyes focused View Details

Keywords: by Julia Hanna; Advertising; Media & Broadcasting; Publishing

September 1995 (Revised August 1996)
Case

Land Rover North America, Inc.

Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's... View Details

Keywords: Product Positioning; Consumer Behavior; Brands and Branding; Auto Industry; Retail Industry; North and Central America; United Kingdom

16 Oct 2018
First Look

New Research and Ideas, October 16, 2018

via arms-length transactions and contracts. Furthermore, strong or weak complementarity are not innate properties of tasks and assets but can be the result of choices regarding task networks, incentives, and job design. Supermodular complementarity exists when more of... View Details

Keywords: Dina Gerdeman

22 Aug 2017
First Look

First Look at New Research and Ideas, August 23

opportunities to practice their skills in time frames connected to actual buying processes. They can do so by using the same technologies that are “disrupting” their customer-contact activities: videos and mobile apps that reps can view... View Details

Keywords: Sean Silverthorne

May 2021
Article

Is No News (Perceived as) Bad News? An Experimental Investigation of Information Disclosure

By: Ginger Zhe Jin, Michael Luca and Daniel Martin

This paper uses laboratory experiments to directly test a central prediction of disclosure theory: that strategic forces can lead those who possess private information to voluntarily provide it. In a simple sender-receiver game, we find that senders disclose favorable... View Details

Keywords: Communication Games; Disclosure; Unraveling; Experiments; Information; Product; Quality; Communication; Consumer Behavior

10 Apr 2007
First Look

First Look: April 10, 2007

anchoring, and loss aversion is key to generating returns on the investment side and educating clients on the advisory side. Purchase this case:... View Details

Keywords: Martha Lagace

November 2008 (Revised August 2011)
Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery

This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details

Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry

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

12 Oct 1999
Research & Ideas

Throwing Your Opponent: Strategies for the Internet Age

advise entrepreneurs not to ignore some of the old rules of doing business. "Companies still have to build competitive advantage and concentrate on efficient processes and quality products," they note. But by also mastering the new... View Details

Keywords: by Daniel Penrice

April 2018
Article

Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios

By: Bhavya Mohan, Tobias Schlager, Rohit Deshpandé and Michael I. Norton

We document a novel driver of consumer behavior: pay ratio disclosure. Swiss corporation performance data gathered during a legally mandated pay ratio referendum reveals that salient high pay ratios are associated with decreased firm sales (Pilot Study). An... View Details

Keywords: Pay Ratio; Wage Fairness; Purchase Intention; Customers; Wages; Fairness; Consumer Behavior

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Blog

Two-Year Action Plan Update: Q+A with Terrill Drake, Chief Diversity and Inclusion Officer at Harvard Business School

That could mean articles and reports or it could be videos and podcasts. The challenge is not to jump the gun on any of it and not be able to sustain it. Throughout the last year we gave over 30... View Details

September 2017
Supplement

Actera Group: Investing in Mars Cinema Group (B)

By: Victoria Ivashina and Eren Kuzucu

In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... View Details

Keywords: Private Equity; Value Creation; Transformation; Valuation; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Turkey