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  • 25 Jun 2019
  • Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

World Nutella Day, held on February 5, inspired more than 40,000 Instagram posts as fans of the chocolate-hazelnut spread shared recipe videos, memes, and selfies with jars. It was free marketing for Nutella maker Ferrero, which almost... View Details
Keywords: by Danielle Kost
  • 11 Dec 2006
  • Research & Ideas

Fixing Price Tag Confusion

and when it would make sense or not. Marketers may be holding the naïve intuition that consumers will overlook smaller price parts and digest partitioned deals more easily. But our research shows to the... View Details
Keywords: by Sean Silverthorne; Retail
  • 17 Apr 2017
  • Research Event

The Most Pressing Issues for Platform Providers in the Sharing Economy

participate in a market where there’s nothing to consume, and producers don’t want to participate in a market with no consumers. No surprise, then, that this publication’s most popular story last year... View Details
Keywords: by Carmen Nobel; Service
  • 24 Jun 2002
  • Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

Customers value some of the most powerful brands in the world primarily for their "cultural value": They provide imaginative resources that people use to build their identities. These are what Harvard Business School professor Douglas Holt terms identity... View Details
Keywords: by Martha Lagace
  • 23 Apr 2014
  • HBS Case

Are Electronic Cigarettes a Public Good or Health Hazard?

microprocessor.Photo: iStockPhoto That is one of the many questions Quelch explores in the HBS case, E-Cigarettes: Marketing Versus Public Health, written with HBS Research Associate Margaret L. Rodriguez.... View Details
Keywords: by Michael Blanding; Food & Beverage; Advertising
  • 08 Jan 2007
  • What Do You Think?

Neuro Economics: Science or Science Fiction?

associated with findings based on research in need of standards and more fully-developed methods. Joseph Mello points out that "these studies will produce results along two lines. First, there will be conclusions that can impact the... View Details
Keywords: by Jim Heskett
  • 07 Nov 2005
  • What Do You Think?

Is Less Becoming More?

want to capitalize on the first-movers' research and development. . . . Regardless of the type of complexity, whether product- or choice-related, the consumer is ultimately overwhelmed." Addressing the issue of product complexity, K.... View Details
Keywords: by James Heskett; Consumer Products
  • 2011
  • Working Paper

Better-reply Dynamics in Deferred Acceptance Games

In this paper we address the question of learning in a two-sided matching mechanism that utilizes the deferred acceptance algorithm. We consider a repeated matching game where at each period agents observe their match and have the opportunity to revise their strategy... View Details
Keywords: Learning; Marketplace Matching; Outcome or Result; Game Theory; Mathematical Methods; Strategy
Related
  • 23 Jan 2018
  • Working Paper Summaries

Transaction Costs and the Duration of Contracts

Keywords: by Alexander MacKay
  • 21 Mar 2016
  • HBS Case

Can Customer Reviews Be 'Managed?'

Research says 85 percent of people will make a purchase after reading online reviews about a product or service. This has had huge implications for the hotel industry and helps explain why TripAdvisor, a massive repository of... View Details
Keywords: by Brian Kenny; Advertising; Travel
  • September 1993 (Revised June 1994)
  • Supplement

Hewlett-Packard: Singapore (B)

By: Dorothy A. Leonard
Discusses the printer Hewlett-Packard has developed. View Details
Keywords: Risk and Uncertainty; Product Development; Research; Marketing; Market Entry and Exit; Computer Industry; Manufacturing Industry; Singapore
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  • January 2020
  • Article

The Long-Run Dynamics of Electricity Demand: Evidence from Municipal Aggregation

By: Tatyana Deryugina, Alexander MacKay and Julian Reif
We study the dynamics of residential electricity demand by exploiting a natural experiment that produced large and long-lasting price changes in over 250 Illinois communities. Using a flexible difference-in-differences matching approach, we estimate that the price... View Details
Keywords: Electricity Demand; Consumption Dynamics; Energy; Policy; Demand and Consumers; Price; Mathematical Methods
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  • 01 Jun 2015
  • News

The End of Cows?

Price is a market barrier for lab-grown beef, with production costs currently exceeding 250,000 euros per burger. (Photo courtesy of Cultured Beef) Price is a market barrier for lab-grown beef, with... View Details
Keywords: Jason Feifer; Scientific Research and Development Services; Scientific Research and Development Services; Scientific Research and Development Services
  • 14 Sep 2009
  • Research & Ideas

Understanding Users of Social Networks

prying into other people's lives. But online enables "a very delicate way for me to pry into your life without really prying," the researcher says. "Harvard undergrads do it all the time. They know all about each other... View Details
Keywords: by Sean Silverthorne; Advertising; Publishing
  • September – October 2007
  • Article

Trading Patterns and Excess Comovement of Stock Returns

By: Robin Greenwood and Nathan Sosner
n April 2000, 30 stocks were replaced in the Nikkei 225 Index. The unusually broad index redefinition allowed for a study of the effects of index-linked trading on the excess comovement of stock returns. A large increase occurred in the correlation of trading volume of... View Details
Keywords: Stocks; Investment Return; Market Transactions; Mathematical Methods
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  • 22 Jul 2015
  • Research & Ideas

Name Your Price. Really.

people into a more communal relationship, they have a higher willingness to pay” According to Shelle M. Santana, an assistant professor in the Marketing unit at Harvard Business School, I may have been influenced by communal norms.... View Details
Keywords: by Michael Blanding; Consumer Products
  • 2016
  • Working Paper

Refugee Resettlement

By: David Delacretaz, Scott Duke Kominers and Alexander Teytelboym
Over 100,000 refugees are permanently resettled from refugee camps to hosting countries every year. Nevertheless, refugee resettlement processes in most countries are ad hoc, accounting for neither the priorities of hosting communities nor the preferences of refugees... View Details
Keywords: Refugees; Marketplace Matching; Mathematical Methods
Related
  • Other Unpublished Work

A Technique to Estimate Retail Demand and Lost Sales

By: A. Raman and Giulio Zotteri
Keywords: Mathematical Methods; Demand and Consumers; Sales; Retail Industry
Related
  • Article

Testing Substitutability

By: John William Hatfield, Nicole Immorlica and Scott Duke Kominers
We provide an algorithm for testing the substitutability of a length-N preference relation over a set of contracts X in time O(|X|3⋅N3). Access to the preference relation is essential for this result: We show that a substitutability-testing algorithm with access only... View Details
Keywords: Substitutability; Matching; Communication Complexity; Preference Elicitation; Marketplace Matching; Communication; Mathematical Methods; Economics
Related
  • 02 Sep 2016
  • Op-Ed

The Twitter Election

Bush, who spent $100 million on traditional marketing before dropping out. Can the same strategy succeed in the general election campaign?Probably not, for three reasons. First, Trump needs around 60 million votes to win, six times more... View Details
Keywords: by John Quelch and Thales Teixeira