Publications

Publications

Filter Results: (1,229) Arrow Down
Filter Results: (1,229) Arrow Down Arrow Up

Show Results For

Show Results For

← Page 15 of 1,229 Results →
  • 18 Feb 2013
  • Research & Ideas

Breaking Through a Growth Stall

the best understanding of the behavior that distinguishes customers are in sales, marketing, and service; however, the cost implications of customer View Details
Keywords: by Sean Silverthorne
  • June 2011
  • Case

Reed Supermarkets: A New Wave of Competitors

By: John A. Quelch and Carole Carlson
Reed Supermarkets is a high-end supermarket chain with operations in several Midwestern states. Meredith Collins, vice president of marketing, visits stores located in Columbus, Ohio, an important region with the largest market and the greatest impact on revenue... View Details
Keywords: Product Positioning; Marketing Strategy; Business Growth and Maturation; Competitive Strategy; Consumer Behavior; Brands and Branding; Retail Industry; Food and Beverage Industry; Ohio
Related
  • 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
Related
  • 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; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
Related
  • June 2020
  • Case

Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center

By: William R. Kerr, Daniel O'Connor and James Palano
Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the... View Details
Keywords: Future Of Work; Retail; Ecommerce; Alibaba; Consumer Products; Innovation; Innovation and Invention; Product Development; Consumer Behavior; E-commerce; Consumer Products Industry; Retail Industry; China
Related
  • 14 Feb 2018
  • HBS Seminar

Ruomeng Cui, Emory University

  • 06 Mar 2017
  • Research & Ideas

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

display Apples to Apples and other board games, rather than attempting a cross-promotion with, say, Halloween costumes. The study results are outlined in a forthcoming Journal of Behavioral Decision Making article, The Impact of... View Details
Keywords: by Dina Gerdeman; Retail; Advertising

    Ranjay Gulati

    Ranjay Gulati is the Paul R. Lawrence MBA Class of 1942 Professor of Business Administration and the former Unit Head of the Organizational Behavior Unit at Harvard Business School. His pathbreaking research, which focuses on unlocking organizational and unleashing... View Details

    Keywords: biotechnology; computer; financial services; industrial goods; information technology industry; pharmaceuticals; professional services; retailing

      Jill J. Avery

      Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

      Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels ＆ motels; food; beverage
      • 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
      Related
      • November 2009
      • Article

      Organizational Design and Control across Multiple Markets: The Case of Franchising in the Convenience Store Industry

      By: Dennis Campbell, Srikant M. Datar and Tatiana Sandino
      Many companies operate units that are dispersed across different types of markets, and thus serve significantly diverging customer bases. Such market-type dispersion is likely to compromise the headquarter's ability to control its local managers' behavior and satisfy... View Details
      Keywords: Market Dispersion; Decentralization; Incentives; Business Headquarters; Geographic Location; Governance Controls; Distribution; Organizational Design; Franchise Ownership; Retail Industry
      Related
      • Article

      Financial Shame Spirals: How Shame Intensifies Financial Hardship

      By: Joe J. Gladstone, Jon M. Jachimowicz, Adam Eric Greenberg and Adam D. Galinsky
      Financial hardship is an established source of shame. This research explores whether shame is also a driver and exacerbator of financial hardship. Six experimental, archival, and correlational studies (N = 9,110)—including data from customer bank account histories and... View Details
      Keywords: Financial Hardship; Financial Decision-making; Shame; Guilt; Personal Finance; Financial Condition; Decision Making; Emotions
      Related
      • 15 May 2013
      • Research & Ideas

      From McRibs to Maseratis: The Power of Scarcity Marketing

      Editor's note: Think money can't buy happiness? Behavioral economists Elizabeth Dunn and Michael Norton beg to differ. It actually can, they say—but only if we spend it the right way. In their book released this week, Happy Money: The... View Details
      Keywords: Re: Michael I. Norton
      • 22 Jan 2014
      • Working Paper Summaries

      Separating Homophily and Peer Influence with Latent Space

      Keywords: by Joseph P. Davin, Sunil Gupta & Mikołaj Jan Piskorski
      • 05 Jun 2007
      • First Look

      First Look: June 5, 2007

      available to its customer-facing employees. In the spring of 2003, Bankinter introduced an Excel-based program called the Mortgage Simulator that helped branch managers calculate the price of a mortgage and estimate the customer lifetime... View Details
      Keywords: Martha Lagace
      • 26 Jan 2021
      • Research & Ideas

      A New Way to Cut Credit Card Debt: Pay Off One Purchase at a Time

      have a list of purchases, and you can decide which ones you want to get rid of,” says Norton, the Harold M. Brierley Professor of Business Administration at HBS, and a member of Harvard’s Behavioral Insights Group. In their working paper,... View Details
      Keywords: by Kristen Senz; Financial Services
      • 31 May 2023
      • Research & Ideas

      With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines

      behavior versus a sporadic one,” Ascarza says. “That could be very valuable for managers, who can then make sure that [firms] engage with customers the right way—to make sure that they actually develop these... View Details
      Keywords: by Rachel Layne; Transportation
      • 05 May 2003
      • Research & Ideas

      Sharing the Responsibility of Corporate Governance

      resolved it. Since past behavior is the best indicator of future behavior, the board should ask candidates what concrete steps they took in their prior job to ensure that senior and lower-level managers were conducting the business with... View Details
      Keywords: by Carla Tishler
      • 21 Jul 2008
      • Research & Ideas

      Solving the Marketing Resources Allocation Puzzle

      millions of customers are able to track how marketing investments affect individual customer's behavior. Every aspect of behavior is being monitored—a customer's first encounter with the firm, the initial... View Details
      Keywords: by Sean Silverthorne
      • 2023
      • Working Paper

      The Benefits of Revealing Race: Evidence from Minority-owned Local Businesses

      By: Abhay Aneja, Michael Luca and Oren Reshef
      Is there latent demand to support Black-owned businesses? To explore, we analyze a new feature that made it easier to identify Black-owned restaurants on a large online platform. We find that labeling restaurants as “Black-owned” increased customer engagement and... View Details
      Keywords: Black-owned Businesses; Race; Prejudice and Bias; Ownership; Knowledge Dissemination; Digital Platforms; Consumer Behavior; Food and Beverage Industry
      Related