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  • 2007
  • Working Paper

The 'Fees → Savings' Link, or Purchasing Fifty Pounds of Pasta

By: Michael I. Norton and Leonard Lee
Many consumers have had the experience of entering discount membership clubs to make a few purchases, only to leave with enough pasta to outlast a nuclear winter. We suggest that the presence of membership fees can lead consumers to infer a "fees → savings" link,... View Details
Keywords: Price; Profit; Spending; Consumer Behavior; Retail Industry
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  • January 2019 (Revised October 2020)
  • Technical Note

Brand Storytelling

By: Jill Avery
Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details
Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry
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  • 03 Jul 2008
  • News

A Better Solution for China

  • August 31, 2017
  • Article

CEOs Should Get Personally Involved in Talent Development

By: Frank V. Cespedes, Jay Galeota and Michael Wong
Estimates indicate that, globally, human capital has a value about 2.3 times that of physical capital. This difference is likely to widen in increasingly service-driven economies. Yet, most companies maintain their equipment better than their people. The issue is not... View Details
Keywords: Talent and Talent Management; Employees; Training
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    Gunnar Trumbull

    Gunnar Trumbull is the Phillip Caldwell Professor of Business Administration at Harvard Business School.

    Professor Trumbull’s primary area of expertise in political economy, with a focus on consumer and regulatory politics. His book Strength in... View Details

    Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
    • 2025
    • Working Paper

    The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise

    By: Fabrizio Dell'Acqua, Charles Ayoubi, Hila Lifshitz, Raffaella Sadun, Ethan Mollick, Lilach Mollick, Yi Han, Jeff Goldman, Hari Nair, Stew Taub and Karim R. Lakhani
    We examine how artificial intelligence transforms the core pillars of collaboration— performance, expertise sharing, and social engagement—through a pre-registered field experiment with 776 professionals at Procter & Gamble, a global consumer packaged goods company.... View Details
    Keywords: Artificial Intelligence; Teamwork; Human-machine Interaction; Productivity; Skills; Innovation; Field Experiment; AI and Machine Learning; Groups and Teams; Competency and Skills; Performance Productivity; Collaborative Innovation and Invention; Product Development
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    • Research Summary

    Continuous Combinatorial Exchange

    In multiple-good economies with many buyers and sellers (or many swappers) researchers have advocated Combinatorial Exchange generalized one-shot double auctions in which traders can express offers to buy, sell, or swap packages of goods to facilitate efficient... View Details

    • November 22, 2021
    • Article

    Manage Your Talent Pipeline Like a Supply Chain

    By: Joseph B. Fuller and Matthew Sigelman
    In supply-chain management, you get what you plan for. Companies understand that principle when it comes to the goods that they consume and produce, but not when it comes to the people they hire and train. For decades, companies have adopted a short-term, ad hoc... View Details
    Keywords: Talent Management; Talent and Talent Management; Labor; Strategic Planning
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    • November 1991
    • Case

    Magic Johnson: Endorsements ""After""...?

    By: Stephen A. Greyser
    On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details
    Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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    • 29 Oct 2008
    • Research & Ideas

    The Next Marketing Challenge: Selling to ’Simplifiers’

    road half the time, grew in number as the size of the average American household declined. The new economy has made it even easier for consumers to get rid of their stuff. These huge houses had to be filled with more stuff, View Details
    Keywords: by John Quelch; Consumer Products; Consumer Products; Consumer Products
    • 13 May 2024
    • Research & Ideas

    Picture This: Why Online Image Searches Drive Purchases

    topping $85 billion by 2032, according to Fortune Business Insights. Consumers increasingly expect to find the goods they want easily, and a satisfying search feature could give retailers an advantage. The... View Details
    Keywords: by Rachel Layne; Consumer Products; Consumer Products; Consumer Products; Consumer Products
    • 27 Feb 2024
    • Research & Ideas

    Why Companies Should Share Their DEI Data (Even When It’s Unflattering)

    Companies struggling with diversity, equity, and inclusion might be tempted to hide their workforce data. Why shine a light on a company’s limited progress—or worse, risk a public-relations headache? It turns out, all news is good news... View Details
    Keywords: by Shalene Gupta
    • December 2010 (Revised March 2011)
    • Background Note

    Strategic Marketing in Creative Industries

    By: Anita Elberse
    A note for educators describing an elective course for second-year MBA Students at Harvard Business School, "Strategic Marketing in Creative Industries." which focuses on strategic marketing challenges for firms in the creative industries, defined as industries that... View Details
    Keywords: Marketing Strategy
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    • 30 Jun 2016
    • News

    Unicorn Instacart Hopes Its Data Scientists Can Calculate a Path to Profits

    • 17 Dec 2014
    • Research & Ideas

    How Our Brain Determines if the Product is Worth the Price

    primacy (viewing the price first) makes consumers more likely to focus on whether a product is worth its price, and consequently can help induce the purchase of specific kinds of bargain-priced items. Their study, Cost Conscious? The... View Details
    Keywords: by Carmen Nobel; Retail
    • September 2003 (Revised January 2004)
    • Case

    Alessi: Evolution of an Italian Design Factory (A)

    By: Youngme E. Moon, Vincent Dessain and Anders Sjoman
    Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. By describing the challenges facing Alessi, an internationally acclaimed... View Details
    Keywords: Family Business; Transition; Cost Management; Brands and Branding; Product Positioning; Distribution; Production; Problems and Challenges; Networks; Consumer Products Industry
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    • January 2025
    • Case

    Driving Efficiency and Sustainability at P&G China

    By: Feng Zhu, Philip Kuai and Billy Chan
    P&G China’s business had reached new heights thanks to the explosive growth of e-commerce in the country, but the rapidly increasing volume of shipments to customers had created operational and environmental challenges in terms of packaging waste, shipping... View Details
    Keywords: Transformation; Customer Value and Value Chain; Environmental Sustainability; E-commerce; Logistics; Product Design; Value Creation; Consumer Products Industry; China
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    • Research Summary

    Dynamic Demand Estimation in Platform and Two-Sided Markets

    This paper develops techniques to structurally estimate consumer demand in general platform-intermediated and two-sided markets. By estimating both sides of the market simultaneously, the methodology presented here is able to (1) endogenize the utility of a platform as... View Details
    • April 2020 (Revised October 2020)
    • Case

    Unilever's Response to the Future of Work

    By: William R. Kerr, Emilie Billaud and Mette Fuglsang Hjortshoej
    In February 2020, Nick Dalton, executive vice president HR business transformation at Unilever, reflected on the changing nature of work marked by rapid advances in artificial intelligence, machine learning, and automation. Launched in 2016, Unilever’s Future of Work... View Details
    Keywords: Change Management; Human Capital; Organizational Change and Adaptation; Mission and Purpose; Organizational Structure; Transformation; Human Resources; Consumer Products Industry; Europe
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    • December 2010 (Revised February 2013)
    • Case

    Logoplaste: Global Growing Challenges

    By: Juan Alcacer and Anthony John Morrison Leitao
    In 2010, Logoplaste, a top 10 manufacturer of rigid plastic containers, was debating a more dramatic expansion strategy as a means to guarantee the company's continued success. The company, which began with a few plants in Portugal in the 1990s, now had 60 plants... View Details
    Keywords: Business Growth and Maturation; Global Range; Global Strategy; Partners and Partnerships; Expansion
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