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Show Results For
- All HBS Web
(543)
- News (148)
- Research (310)
- Multimedia (22)
- Faculty Publications (235)
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- 15 May 2018
- First Look
New Research and Ideas, May 15, 2018
Layoffs That Don't Break Your Company: Better Approaches to Workforce Transition By: Sucher, Sandra J., and Shalene Gupta Abstract—Today layoffs have become companies’ default response to the challenges created View Details
Keywords: Dina Gerdeman
- Article
Long Term Impact of Promotion and Advertising on Consumer Brand Choice
By: Carl Mela, Sunil Gupta and Donald R. Lehmann
Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers
Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association.)
- Article
Modelling the Effect of Purchase Quantity on Consumer Choice of Product Assortment
By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth
Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. "Modelling the Effect of Purchase Quantity on Consumer Choice of Product Assortment." Journal of Forecasting 17, nos. 3-4 (June–July 1998): 281–301.
- 1999
- Article
Managing Advertising and Promotion for Long-Run Profitability
By: Kamel Jedidi, Carl F. Mela and Sunil Gupta
Jedidi, Kamel, Carl F. Mela, and Sunil Gupta. "Managing Advertising and Promotion for Long-Run Profitability." Marketing Science 18, no. 1 (1999): 1–22. (Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute.)
- Article
Consumer Price Sensitivity and Price Thresholds
By: Sangman Han, Sunil Gupta and Donald R. Lehmann
Han, Sangman, Sunil Gupta, and Donald R. Lehmann. "Consumer Price Sensitivity and Price Thresholds." Journal of Retailing 77, no. 4 (Winter 2001): 435–456. (Honorable Mention, Davidson Award for Best Paper, Journal of Retailing, 2003.)
- February 2024
- Teaching Note
UGG Steps into the Metaverse
By: Shunyuan Zhang and Sunil Gupta
Teaching Note for HBS Case No. 523-013. View Details
- March 2022
- Teaching Note
Farfetch: Digital Transformation for Luxury Brands
By: Jill Avery and Sunil Gupta
Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had... View Details
- August 2020 (Revised January 2021)
- Supplement
Case Exhibits for Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
- March 2013 (Revised January 2015)
- Case
Eko: Mobile Banking and Payments in India
By: Sunil Gupta and Rachna Tahilyani
Gupta, Sunil, and Rachna Tahilyani. "Eko: Mobile Banking and Payments in India." Harvard Business School Case 513-053, March 2013. (Revised January 2015.)
- June 2012 (Revised November 2012)
- Teaching Note
The New York Times Paywall (TN)
By: Vineet Kumar and Sunil Gupta
- June 2011
- Teaching Note
PatientsLikeMe: An Online Community of Patients (TN)
By: Sunil Gupta and Jason Riis
Teaching Note for 511093. View Details
- March 2010 (Revised May 2012)
- Case
Bank of America: Mobile Banking
By: Sunil Gupta and Kerry Herman
In January 2010, Jen McDonald, head of Bank of America Corporation's (BAC) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BAC launched mobile banking in 2007 and within three... View Details
Keywords: Marketing; Digital Marketing; Financial Services; Mobile Banking; Channels; Strategy; Banks and Banking; Marketing Strategy; Service Delivery; Mobile and Wireless Technology; Banking Industry; United States
Gupta, Sunil, and Kerry Herman. "Bank of America: Mobile Banking." Harvard Business School Case 510-063, May 2012. (Revised from original March 2010 version.)
- 2006
- Chapter
Advanced Regression Models
By: Raghuram Iyengar and Sunil Gupta
Keywords: Mathematical Methods
- November–December 2006
- Article
Customer Metrics and Their Impact on Financial Performance
By: Sunil Gupta and Valarie Zeithaml
Gupta, Sunil, and Valarie Zeithaml. "Customer Metrics and Their Impact on Financial Performance." Special 25th Anniversary Issue. Marketing Science 25, no. 6 (November–December 2006): 718–739.
- summer 1991
- Article
Estimating Heterogeneity in Consumers' Purchase Rates
By: Sunil Gupta and Donald G. Morrison
Gupta, Sunil, and Donald G. Morrison. "Estimating Heterogeneity in Consumers' Purchase Rates." Marketing Science 10 (summer 1991): 264–269.
- Article
The Discounting of Discounts and Promotion Thresholds
By: Sunil Gupta and Lee G. Cooper
Keywords: Product Marketing
Gupta, Sunil, and Lee G. Cooper. "The Discounting of Discounts and Promotion Thresholds." Journal of Consumer Research 19, no. 3 (December 1992): 401–411.
- 1996
- Article
A Segment-Level Model of Category Volume and Brand Choice
By: William R. Dillon and Sunil Gupta
Dillon, William R., and Sunil Gupta. "A Segment-Level Model of Category Volume and Brand Choice." Marketing Science 15, no. 1 (1996): 38–59.
- 02 Jun 2010
- First Look
First Look: June 2
of the Contract: How Contract Structure Shapes Inter-Firm Dispute Resolution Authors:Fabrice Lumineau and Deepak Malhotra Publication:Strategic Management Journal (in press) Abstract This paper investigates how contract structure influences inter-firm dispute... View Details
Keywords: Martha Lagace
- 08 Sep 2015
- First Look
September 8, 2015
Business Review Case Study: Can You Win Back Online Shoppers? By: Teixeira, Thales S., and Sunil Gupta Abstract—This case study discusses the options that brick-and-mortar retailers can use to combat the... View Details
Keywords: Carmen Nobel
- November 2007
- Article
A Model of Consumer Learning for Service Quality and Usage
By: Raghuram Iyengar, Asim Ansari and Sunil Gupta
In many services, e.g., the wireless service industry, consumers choose a service plan based on their expected consumption. In such situations, consumers experience two forms of uncertainty. First, consumers may be uncertain about the quality of their service provider... View Details
Keywords: Experience and Expertise; Customer Value and Value Chain; Learning; Price; Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Service Delivery; Quality; Risk and Uncertainty; Service Industry
Iyengar, Raghuram, Asim Ansari, and Sunil Gupta. "A Model of Consumer Learning for Service Quality and Usage." Journal of Marketing Research (JMR) 44, no. 4 (November 2007): 529–544.