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Show Results For
- All HBS Web
(4,998)
- People (12)
- News (834)
- Research (3,547)
- Events (26)
- Multimedia (12)
- Faculty Publications (2,133)
- December 2012
- Article
Bolstering and Restoring Feelings of Competence via the IKEA Effect
By: Daniel Mochon, Michael I. Norton and Dan Ariely
We examine the underlying process behind the IKEA effect, which is defined as consumers' willingness to pay more for self-created products than for identical products made by others, and explore the factors that influence both consumers' willingness to engage in... View Details
Mochon, Daniel, Michael I. Norton, and Dan Ariely. "Bolstering and Restoring Feelings of Competence via the IKEA Effect." International Journal of Research in Marketing 29, no. 4 (December 2012): 363–369.
- 25 Mar 2011
- Working Paper Summaries
How Do Incumbents Fare in the Face of Increased Service Competition?
- 11 Nov 2020
- Research & Ideas
How Hackathons Help Decide Platform Winners and Losers
competitive challenges facing software companies. Their market success depends largely on persuading the above-mentioned developers to write for their platforms. A new research paper suggests that the two... View Details
- 01 Mar 2018
- News
Every Trick in the Book
Bluestockings, a nonprofit feminist bookstore in Manhattan that sold hard-to-find books from small publishers and self-published zines. Without a marketing budget to place an ad in the Village Voice,... View Details
Keywords: April White
- 11 Feb 2013
- Research & Ideas
Neuroeconomics: Eyes, Brain, Business
field of neuromarketing, which uses brain-tracking tools to determine why consumers prefer some products over others. And there is neuroleadership, which applies neuroscience View Details
Keywords: by Carmen Nobel
- 07 Aug 2000
- Research & Ideas
Rocket Science Retailing
that have not been shipped. This process of reading and reacting to market signals has improved CompUSA's ability to match supply with demand. Finally, book and music retailer... View Details
- May 1994
- Background Note
Segmenting Customers in Mature Industrial Markets: An Application
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details
Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry
Rangan, V. Kasturi. "Segmenting Customers in Mature Industrial Markets: An Application." Harvard Business School Background Note 594-089, May 1994.
- 13 Jan 2014
- Research & Ideas
How Government Can Restore the Faith of Citizens
be because we mostly notice the things that government gets wrong. "You drive for miles on perfectly paved roads but are outraged when you run into one pothole," says Michael I. Norton, an associate professor in the Marketing... View Details
Keywords: by Michael Blanding
- 19 Jul 2012
- Working Paper Summaries
Charitable Giving When Altruism and Similarity are Linked
Keywords: by Julio J. Rotemberg
- May 1986 (Revised February 1989)
- Case
Gillette Co.: Dry Idea Advertising (B), The Bake-Off
Presents the second of two cases describing the struggle to find "the right advertising" for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), The Bake-Off." Harvard Business School Case 586-043, May 1986. (Revised February 1989.)
- 17 Jun 2019
- Working Paper Summaries
The Comprehensive Effects of a Digital Paywall Sales Strategy
- May 2022
- Article
Complex Disclosure
By: Ginger Zhe Jin, Michael Luca and Daniel Martin
We present evidence that unnecessarily complex disclosure can result from strategic incentives to shroud information. In our lab experiment, senders are required to report their private information truthfully, but can choose how complex to make their reports. We find... View Details
Keywords: Disclosure; Experiments; Naiveté; Overconfidence; Corporate Disclosure; Policy; Information; Complexity; Strategy; Consumer Behavior
Jin, Ginger Zhe, Michael Luca, and Daniel Martin. "Complex Disclosure." Management Science 68, no. 5 (May 2022): 3236–3261.
- Profile
Pam Wildeman
career thus far? The diversity of experiences I’ve had. I never would have anticipated that working in Marketing would also give me such rich experiences in Finance, Manufacturing, Research & Development, Operations, Sales, and (my... View Details
Keywords: Entertainment / Media
- Article
The Pitfalls of Pricing Algorithms: Be Mindful of How They Can Hurt Your Brand
By: Marco Bertini and Oded Koenigsberg
More and more companies are relying on pricing algorithms to maximize profits. The use of artificial intelligence and machine learning enables real-time price adjustments based on supply and demand, competitors’ activities, delivery schedules, and so forth. But... View Details
Keywords: Algorithmic Pricing; Dynamic Pricing; Price; Change; Information Technology; Brands and Branding; Perception; Consumer Behavior
Bertini, Marco, and Oded Koenigsberg. "The Pitfalls of Pricing Algorithms: Be Mindful of How They Can Hurt Your Brand." Harvard Business Review 99, no. 5 (September–October 2021): 74–83.
- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
brand over another based on their patients' requests? A recent study, Physicians Report on Patient Encounters Involving Direct to Consumer Advertising, focused on one aspect of... View Details
Keywords: by Manda Salls
- 03 Nov 2003
- Research & Ideas
Making Money Making Movies
screens is a relevant difference. In fact, our study empirically supports the widely held assumption that the U.S. is overscreened and key foreign markets are underscreened. This difference has consequences for the relative power of... View Details
- July 2015
- Article
A Behavioral Model of the Popularity and Regulation of Demandable Liabilities
By: Julio J. Rotemberg
Overoptimism regarding one's ability to arrive early in a queue is shown to rationalize deposit contracts in which people can withdraw their funds on demand even if consumption takes place later. Capitalized institutions serving overoptimistic depositors emerge in... View Details
Rotemberg, Julio J. "A Behavioral Model of the Popularity and Regulation of Demandable Liabilities." American Economic Journal: Macroeconomics 7, no. 3 (July 2015): 123–152.
- 11 Dec 2006
- Research & Ideas
Fixing Price Tag Confusion
says Groceries $88, Delivery $8? In a recent working paper titled "The Framing Effect of Price Format," HBS Associate Professor Luc Wathieu and coauthor Marco Bertini of the London Business School attempt to understand the View Details
- 31 May 2011
- First Look
First Look: May 31
make purchases. Retailers, however, felt that major credit and debit card issuers had too much market power which was leading to higher costs for retailers to accept such... View Details
Keywords: Sean Silverthorne
- July 2009
- Article
Bad Riddance or Good Rubbish? Ownership and Not Loss Aversion Causes the Endowment Effect
By: C. K. Morewedge, L. L. Shu, D. T. Gilbert and T. D. Wilson
People typically demand more to relinquish the goods they own than they would be willing to pay to acquire those goods if they didn't already own them (the endowment effect). The standard economic explanation of this phenomenon is that people expect the pain of... View Details
Morewedge, C. K., L. L. Shu, D. T. Gilbert, and T. D. Wilson. "Bad Riddance or Good Rubbish? Ownership and Not Loss Aversion Causes the Endowment Effect." Journal of Experimental Social Psychology 45, no. 4 (July 2009): 947–951.