Publications

1978
Article

Perceptions of Unfair Marketing Practices: Consumerism Implications

By: Gerald Zaltman, Rajendra K. Srivastava and Rohit Deshpandé

Previous research in complaint behavior has ignored the perception of unfair marketing practices as an explanatory variable. Perceptions of unfair marketing practices are related to consumer complaint behavior, although differentially related across different ages.... View Details

Keywords: Ethics; Consumer Behavior; Marketing

April 12, 2023
Article

Using AI to Adjust Your Marketing and Sales in a Volatile World

By: Das Narayandas and Arijit Sengupta

Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer... View Details

Keywords: Forecasting and Prediction; AI and Machine Learning; Consumer Behavior; Technology Adoption; Competitive Advantage

August 2009
Article

Mental Accounting and Small Windfalls: Evidence from an Online Grocer

By: John Beshears and Katherine L. Milkman

We study the effect of small windfalls on consumer spending decisions by comparing the purchases online grocery customers make when redeeming $10-off coupons with the purchases they make without coupons. Controlling for customer fixed effects and other variables, we... View Details

Keywords: Mental Accounting; Windfalls; Marginal Propensity To Consume; Coupons; Marketing Communications; Consumer Behavior; Accounting; Cognition and Thinking; Retail Industry

Find at Harvard

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

October 1999 (Revised March 2000)
Case

HP Consumer Products Business Organization: Distributing Printers via the Internet

By: Rajiv Lal, Kirthi Kalyanam, Shelby Mc Intyre and Edie Prescott

In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the Hewlett-Packard Co. (HP), was contemplating the increasing success of e-commerce and its implications for his division. The consumer products group... View Details

Keywords: Decision Choices and Conditions; Marketing Channels; Business Processes; Problems and Challenges; Partners and Partnerships; Sales; Business Strategy; Information Technology; Consumer Products Industry

2024
Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe

Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details

Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry

SSRN

2011
Book

Moving Forward: The Future of Consumer Credit and Mortgage Finance

By: Nicolas P. Retsinas and Eric Belsky

The recent collapse of the mortgage market revealed fractures in the credit market that have deep roots in the system's structure, conduct, and regulation. The time has come for a clear-eyed assessment of what happened and how the system should be strengthened and... View Details

Keywords: Financial Crisis; Capital Markets; Credit; Financial Markets; Mortgages; Personal Finance; Governing Rules, Regulations, and Reforms; Demand and Consumers; Financial Services Industry

Find at Harvard

May 2017 (Revised March 2018)
Case

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery

CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details

2015
Mimeo

Market Power in Mortgage Lending and the Transmission of Monetary Policy

By: David S. Scharfstein and Adi Sunderam

We present evidence that high concentration in mortgage lending reduces the sensitivity of mortgage rates and refinancing activity to mortgage-backed security (MBS) yields. We isolate the direct effect of concentration and rule out alternative explanations in two ways.... View Details

Keywords: Mortgage Lending; Market Power; Monetary Policy Transmission; Mortgages; Banking Industry; United States

August 2004 (Revised August 2005)
Background Note

Online Auction Markets

eBay, Yahoo!, and Amazon.com entered the online auction market within four years of one another, along with a host of smaller Web sites. Five years later, eBay clearly outstripped its competitors, despite the fact that Yahoo! and Amazon both had a huge installed base... View Details

Keywords: Internet and the Web; Auctions; Network Effects

Marketing - Doctoral

Marketing The doctoral program in Marketing draws on a variety of underlying disciplines to research important marketing management problems... View Details

09 Mar 2003
Research & Ideas

Six Keys to Building New Markets by Unleashing Disruptive Innovation

disruption, attackers take root in a new "plane" of competition or a new context of use outside of an existing market. Consumers historically locked out of a market because they lacked the skills... View Details

Keywords: by Clayton M. Christensen, Michael E. Raynor & Scott D. Anthony

21 Mar 2014
Blog Post

East Asia MBA Market Update

retail, consumer goods, and technology companies. Private equity opportunities have generally decreased and although a lot of money has been raised in Asia, much has yet to be invested. According View Details

Keywords: Consumer Products / Retail; Consumer Products / Retail

February 2021
Article

How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

By: Ryan W. Buell and Basak Kalkanci

Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts... View Details

Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility and Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception