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  • April 2013
  • Article

In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard

By: Elie Ofek and Jill Avery
The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys,... View Details
Keywords: Innovation; Growth Strategy; Consumer Marketing; Marketing; Brand Management; Market Research; New Product Development; Marketing Management; Technology Commercialization; Technology; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America; United States
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  • Fast Answer

Field Course: Private Equity Projects and Ecosystems: Company, Industry, Market and Transaction Research

manufacturing related fields. Gartner
Offers information technology-related research, news, analysis, and trends. Mintel Reports  Consumer market studies by Mintel analysts. Passport
Market View Details
  • 2018
  • Working Paper

Semi-Parametric Estimation of Dynamic Discrete Choice Models

By: David Hao Zhang
I develop a new method for estimating counterfactuals in dynamic discrete choice models, a widely used set of models in economics, without requiring a distributional assumption on utility shocks. Applying my method to the canonical Rust (1987) setting, I find that the... View Details
Keywords: Semiparametrics; Dynamic Discrete Choice; Consumer Choice; Mathematical Methods
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  • Web

Research Links - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Art & Industry Exhibition Photograph Collections Russell Aikins. Design in Black and White,... View Details
  • September 2015 (Revised March 2025)
  • Technical Note

FIELD Global Capstone: Developing Customer Empathy

By: Jill Avery
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
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  • July 2021
  • Article

Availability and Nutrient Composition of Vegetarian Items at U.S. Fast-Food Restaurants

By: Caroline G. Dunn, Mark J. Soto, Sophia V. Hua, Elizabeth A. Keenan, Lindsay M. Jaacks, Julia A. Wolfson and Sara N. Bleich
Research Questions: What are patterns in availability of vegetarian items in U.S. fast-food chains (2012 to 2018) and are there differences in nutrient composition between and within vegetarian and nonvegetarian items annually and over time?
Key Findings: In this... View Details
Keywords: Fast Food; Restaurants; Vegetarian; Consumer Health; Sodium; Food; Nutrition; Health; Food and Beverage Industry; United States
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  • 01 Dec 2000
  • News

Latin America's Decade

immutability remains. From Mexico in the north to Brazil and Argentina in the south, Latin America and its five hundred million people still provide astonishing contrasts in geography, culture, and lifestyle. According to HBS alumni and professors who work and conduct... View Details
Keywords: Garry Emmons and Julia Hanna; Latin America; research; infrastructure; Hospitality; Securities, Commodities, and Other Financial Investments; Finance; Management, Scientific, and Technical Consulting Services; Professional Services
  • 10 Jan 2005
  • Research & Ideas

Motivation and the Cross-Sector Alliance

that represents the area of lowest sustainability for the partnership. Our research suggests that as the collaboration progresses, motivations gain intensity (represented with arrow #1 in Figure 2 below) and become more blended... View Details
Keywords: by James Austin, Ezequiel Reficco & SEKN research team
  • August 2019
  • Article

When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation

By: Yicheng Song, Nachiketa Sahoo and Elie Ofek
Sometimes we desire change, a break from the same or an opportunity to fulfill different aspects of our needs. Noting that consumers seek variety, several approaches have been developed to diversify items recommended by personalized recommender systems. However,... View Details
Keywords: Recommender Systems; Personalization; Recommendation Diversity; Variety Seeking; Collaborative Filtering; Consumer Utility Models; Digital Media; Clickstream Analysis; Learning-to-rank; Consumer Behavior; Media; Customization and Personalization; Strategy; Mathematical Methods
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  • Research Summary

Overview

Hisano’s research addresses the social and cultural implications of technological development and economic changes mainly in the twentieth-century United States. By analyzing the regulation, manipulation, and presentation of food color, her current book project links... View Details
Keywords: Business History; Consumer Behavior; Agribusiness; Food And Environment; Business Strategy; Commercialization; Business And Government; Advertising; Goods and Commodities; Food; History; Government and Politics; Marketing; Business and Government Relations; Advertising Industry; Food and Beverage Industry; Chemical Industry; United States
  • Research Summary

Overview

By: John Beshears
In his research, Professor Beshears shows how managers can influence the behavior of customers and employees by changing the decision-making environment to call attention to a decision, to use psychological framing to shape assessments of options, or to help... View Details
Keywords: Behavioral Economics; Consumer Finance; Household Finance; Health Care; Organizational Economics; Decision Making; Economics; Negotiation; Behavioral Finance
  • 05 May 2022
  • Research & Ideas

Why Companies Raise Their Prices: Because They Can

Döpper and Joel Stiebale in Rising Markups and the Role of Consumer Preferences. The research sheds light on how markups on key household items had already taken off in the years leading up to the COVID-19... View Details
Keywords: by Rachel Layne
  • March 2019
  • Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details
Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B2C; B2B Vs. B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
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  • 21 Apr 2023
  • Research & Ideas

The $15 Billion Question: Have Loot Boxes Turned Video Gaming into Gambling?

in-game-spending-obsessed customers, known in industry parlance as “whales,” who make up just a small percentage of players. Regulators’ and consumer protection groups’ concerns are justified for whales, for whom opening loot boxes is an... View Details
Keywords: by Scott Van Voorhis; Video Game; Media & Broadcasting
  • 17 Jan 2024
  • HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

Many consumers recovering from the worst inflation in 40 years continue to closely watch their spending—they want to know that every expense is worth it. Now companies must confront a major challenge: gauging how much, if any, of their... View Details
Keywords: by Jay Fitzgerald; Consumer Products; Consumer Products
  • 27 Feb 2024
  • Research & Ideas

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

government requirements. What happens when your competitor discloses—and you don’t? The researchers found that if the competition discloses its diversity data and you don’t, consumers have lower purchasing... View Details
Keywords: by Shalene Gupta
  • 13 May 2024
  • Research & Ideas

Picture This: Why Online Image Searches Drive Purchases

In a visual world, most online retailers still rely on consumers to define and enter their own search keywords. But using images to help shoppers sharpen their queries could push them to buy more, spend more, and feel happier about their... View Details
Keywords: by Rachel Layne; Consumer Products; Consumer Products; Consumer Products; Consumer Products
  • May 2009 (Revised December 2009)
  • Teaching Note

Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)

By: John A. Quelch and Heather Beckham
Teaching Note to Briefcase 4128 View Details
Keywords: Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Marketing Channels; Mathematical Methods; Advertising; Budgets and Budgeting; Product Marketing; Communication Strategy
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    Julian De Freitas

    Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

    Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
    • April 2021
    • Article

    A Model of Multi-Pass Search: Price Search Across Stores and Time

    By: Navid Mojir and K. Sudhir
    In retail settings with price promotions, consumers often search across stores and time. However, the search literature typically only models one pass search across stores, ignoring revisits to stores; the choice literature using scanner data has modeled search across... View Details
    Keywords: Consumer Search; Multi-pass Search; Price Search; Store Search; Spatial Search; Temporal Search; Spatiotemporal Search; Dynamic Structural Models; MPEC; Price Promotions; Store Loyalty; Consumer Behavior; Price; Spending; Marketing; Mathematical Methods
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