Consumer Utility Models - Publications - Faculty & Research - Harvard Business School

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Frenemies in Platform Markets: Heterogeneous Profit Foci as Drivers of Compatibility Decisions

We study compatibility decisions of two competing platform owners that generate profits through both hardware sales and royalties from content sales. We consider a game-theoretic model in which two platforms offer different standalone utilities to users. We find that... View Details

December 2010
Article

Altruistic Dynamic Pricing with Customer Regret

By: Julio J. Rotemberg

A model is considered where firms internalize the regret costs that consumers experience when they see an unexpected price change. Regret costs are assumed to be increasing in the size of price changes and this can explain why the size of price increases is less... View Details

Keywords: Cost; Price; Change; Inflation and Deflation; Cost Management; Customers; Practice; Announcements; Forecasting and Prediction

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December 2005 (Revised January 2007)
Case

Ben & Jerry's: Preserving Mission & Brand within Unilever

By: James E. Austin and James Quinn

In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer... View Details

Keywords: Brands and Branding; Problems and Challenges; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Management Teams; Governing and Advisory Boards; Value Creation; Corporate Governance; Employee Relationship Management; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; United States

August 1973 (Revised September 1986)
Case

DAAG Europe (A)

By: Francis Aguilar

Company must decide whether to raise prices and tighten consumer credit in light of its strategy to rationalize production, introduce a new line of model elevators and increase its market share. Points up the interrelationships of the different functional areas within... View Details

Keywords: Change; Credit; Price; Policy; Business or Company Management; Marketing Strategy; Product Launch; Business Strategy; Industrial Products Industry; Europe

26 Jul 2022
Research & Ideas

Burgers with Bugs? What Happens When Restaurants Ignore Online Reviews

“filthy.” “The semantic connection gives us some reassurance that consumers reading those reviews could actually infer hygiene information,” they write. Not surprisingly, customers weren’t in a hurry to visit such businesses. The... View Details

Keywords: by Kara Baskin; Entertainment & Recreation; Food & Beverage; Retail

June, 2021
Article

Learning from Deregulation: The Asymmetric Impact of Lockdown and Reopening on Risky Behavior During COVID-19

By: Edward L. Glaeser, Ginger Zhe Jin, Benjamin T. Leyden and Michael Luca

During the COVID-19 pandemic, states issued and then rescinded stay-at-home orders that restricted mobility. We develop a model of learning by deregulation, which predicts that lifting stay-at-home orders can signal that going out has become safer. Using restaurant... View Details

Keywords: COVID-19; Lockdown; Reopening; Impact; Coronavirus; Public Health Measures; Mobility; Health Pandemics; Governing Rules, Regulations, and Reforms; Consumer Behavior

22 Apr 2013
Working Paper Summaries

Competing with Privacy

Keywords: by Ramon Casadesus-Masanell & Andres Hervas-Drane; Publishing

March 1994 (Revised October 1994)
Case

Nissan Motor Co. Ltd.: Target Costing System

Describes Nissan's sophisticated target costing system in the context of new product introduction. On the basis of consumer analysis and a life cycle contribution study, Nissan conducts an exhaustive analysis of component costs to determine whether a new model can be... View Details

Keywords: Cost; Product Development; Manufacturing Industry; Auto Industry; Japan

November 2021
Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek

We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details

Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media

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February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America

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November 2004 (Revised May 2005)
Case

Marvel Enterprises, Inc.

By: Anita Elberse

The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details

Keywords: Intellectual Property; Business Model; Brands and Branding; Marketing Strategy; Opportunities; Growth and Development Strategy; Rights; Entertainment and Recreation Industry

October 2023 (Revised March 2024)
Case

KOKO Networks: Bridging Energy Transition and Affordability with Carbon Financing

By: George Serafeim, Siko Sikochi and Namrata Arora

The problem was massive: two million hectares of African forests were lost annually to charcoal production for cooking, an area equivalent to 13 times Greater London, resulting in one billion tons of carbon emissions yearly. At the same time, an estimated 700,000... View Details

Article

The Effect of Dividends on Consumption

By: Malcolm Baker, Stefan Nagel and Jeffrey Wurgler

Classical models predict that the division of stock returns into dividends and capital appreciation does not affect investor consumption patterns, while mental accounting and other economic frictions predict that investors have a higher propensity to consume from... View Details

Keywords: Investment; Investment Return; Economics; Stocks; Capital; Business Earnings; Investment Portfolio; Investment Funds; Cost; Saving

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February 2023 (Revised March 2025)
Case

Graphic Packaging: Project Cowboy (A)

By: Benjamin C. Esty and E. Scott Mayfield

In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details

Keywords: Capital Budgeting; Growth Management; Demand and Consumers; Duopoly and Oligopoly; Competitive Strategy; Competitive Advantage; Expansion; Value Creation; Supply and Industry; Pulp and Paper Industry; Manufacturing Industry; United States; North America

March 2018
Case

EKOL Logistics: Thinking Outside the Box

By: Willy C. Shih and Esel Çekin

This case describes Ekol, an intermodal transportation and logistics company, and how it manages capacity planning. Its busiest routes linked motor vehicle assemblers in Germany and Turkey with many of their parts suppliers, but it had also developed key links in... View Details

June 2020
Article

Frenemies in Platform Markets: Heterogeneous Profit Foci as Drivers of Compatibility Decisions

By: Ron Adner, Jianqing Chen and Feng Zhu

We study compatibility decisions of two competing platform owners that generate profits through both hardware sales and royalties from content sales. We consider a game-theoretic model in which two platforms offer different standalone utilities to users. We find that... View Details

Keywords: Compatibility; Platform Competition; Profit Foci; Digital Platforms; Competition; Profit; Decision Making

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05 Jul 2006
Working Paper Summaries

The Framing Effect of Price Format

Keywords: by Marco Bertini & Luc R. Wathieu

December 2005 (Revised April 2011)
Case

General Electric's 20th Century CEOs

By: Nitin Nohria, Anthony Mayo and Mark Benson

General Electric thrived in every decade of the 20th century. Since its founding in 1892, GE has placed a high value on picking and training the best people. Staff members worked with other scientists in the company's research lab to design and manufacture new and... View Details

Keywords: Business History; Leadership Style; Growth and Development Strategy; Management Style

21 Nov 2022
Research & Ideas

Buy Now, Pay Later: How Retail's Hot Feature Hurts Low-Income Shoppers

Online shopping features that let consumers pay for goods in interest-free installments exploded during the pandemic, but new research questions the riskiness of such services: Are people getting in over their heads? Buy now, pay later... View Details

Keywords: by Rachel Layne; Retail; Financial Services; Technology

2014
Working Paper

De Gustibus non est Taxandum: Heterogeneity in Preferences and Optimal Redistribution

By: Benjamin B Lockwood and Matthew Weinzierl

The prominent but unproven intuition that preference heterogeneity reduces redistribution in a standard optimal tax model is shown to hold under the plausible condition that the distribution of preferences for consumption relative to leisure rises, in terms of... View Details

Keywords: Spending; Policy; Taxation; Theory; United States

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