Consumer Products - Publications - Faculty & Research - Harvard Business School

Filter Results: (1,196)

Filter Results: (1,196)

Show Results For

← Page 18 of 1,196 Results →

Are you looking for?

→Search All HBS Web

August 2018
Case

Four Products: Predicting Diffusion (2018)

By: John Gourville

One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details

Keywords: Diffusion Processes; Product Adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Adoption; Product Launch

August 2018
Teaching Note

IguanaFix

By: Frank V. Cespedes and Thomas Eisenmann

Teaching Note for HBS No. 817-056. IguanaFix, based in Argentina, is a platform business that connects consumers with home improvement contractors. The founders are evaluating growth options and an investment offer. The case focuses on scaling issues for a venture... View Details

Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Digital Platforms; Growth and Development Strategy

August 2018
Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Consumer Products Industry; United States

August 2018 (Revised February 2019)
Case

Shindigz

By: Frank Cespedes

Shindigz provides party and celebratory items for various occasions and events through its branded online channel, through third-party retail and wholesale channels, and external online marketplaces. The case focuses on pricing challenges facing a venture with an... View Details

Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Brands and Branding; Distribution Channels; E-commerce; Consumer Products Industry

August 2018 (Revised October 2020)
Case

Tailor Brands: Artificial Intelligence-Driven Branding

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

July 2018
Case

LIXIL Group Corporation: Building a New Company in an Old Industry

By: Boris Groysberg and Akiko Kanno

In the spring of 2018, Kinya Seto, president and CEO of LIXIL Group Corporation, a major housing and building products and services company, called a meeting at the company’s head office in central Tokyo to discuss how to implement the new three-year strategic plan.... View Details

Keywords: Turnaround; Leadership And Change Management; Consolidation; Change Management; Leadership; Global Strategy; Business Model; Consumer Products Industry; Consumer Products Industry; Japan

July–August 2018
Article

From Niche to Mainstream (HBR Case Study)

A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented. View Details

Keywords: New Product Marketing; Retail Trade; Private Label; International Expansion; Cultural Branding; Consumer Packaged Goods (CPG); Product Marketing; Expansion; Global Range; Brands and Branding; Strategy; Food and Beverage Industry; Retail Industry

Find at Harvard

Register to Read

June 2018
Case

The Grommet in 2018

By: Lynda M. Applegate, Karen Gordon Mills and Lena Goldberg

The Grommet, an online product launch platform, was at the brink of scaling its business. The Grommet's daily launch and sale of innovative consumer products, using personal videos created by product makers, had led to its initial success. In 2014, the company launched... View Details

Keywords: Retail; Value Capture; Internet and the Web; Entrepreneurship; Product Launch; Value; Retail Industry

June 2018 (Revised October 2020)
Case

Global Brand Management of Anheuser Busch InBev's Budweiser

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

June 2018 (Revised January 2019)
Case

Membership Rewards® from American Express

By: Shelle Santana, Frances X. Frei and Lauren G. Pickle

Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem “points” based on... View Details

Keywords: Financial Services; Customer Loyalty; Credit Cards; Marketing Strategy; Product Marketing; Brands and Branding; Customer Value and Value Chain; Value Creation; Financial Services Industry; Banking Industry; North America; United States

2018
Working Paper

Learning to Become a Taste Expert

By: Kathryn A. Latour and John A. Deighton

Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors... View Details

Keywords: Hedonic; Wine; Expertise; Holistic; Analytic; Sensory; Taste; Learning; Experience and Expertise; Analysis; Perception

Summer 2018
Article

Why High-Tech Commoditization Is Accelerating

By: Willy C. Shih

Knowledge embedded within state-of-the-art production and design tools is a powerful force that is leveling the global technology playing field. It democratizes innovation and makes future competition more challenging. This paper describes the knowledge flows through... View Details

Find at Harvard

Register to Read

May 2018 (Revised January 2019)
Teaching Note

Designing a Compliance Program at AB InBev

By: Eugene Soltes

Teaching Note for HBS No. 118-071. View Details

Keywords: Governance; Crime and Corruption; Governance Compliance; Consumer Products Industry; Africa; Europe; India; North America

May 2018
Article

Using Online Prices for Measuring Real Consumption Across Countries

By: Alberto Cavallo, Erwin Diewert, Robert C. Feenstra, Robert Inklaar and Marcel P. Timmer

We show that online prices can be used to construct quarterly purchasing power parities (PPPs) with a closely matched set of goods and identical methodologies in a variety of developed and developing countries. Our results are close to those reported by the... View Details

Keywords: Purchasing Power Parity; International Economy; Online Prices; Billion Prices Project; Economics; Macroeconomics; Price; Internet and the Web; Spending; Economy; Global Range; Measurement and Metrics

Find at Harvard

April 2018
Teaching Note

Formlabs: Selling a New 3D Printer

By: Frank Cespedes

Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a... View Details

April 2018
Article

Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios

By: Bhavya Mohan, Tobias Schlager, Rohit Deshpandé and Michael I. Norton

We document a novel driver of consumer behavior: pay ratio disclosure. Swiss corporation performance data gathered during a legally mandated pay ratio referendum reveals that salient high pay ratios are associated with decreased firm sales (Pilot Study). An... View Details

Keywords: Pay Ratio; Wage Fairness; Purchase Intention; Customers; Wages; Fairness; Consumer Behavior

Find at Harvard

March 2018
Case

Chaudhary Group: Rebuilding Nepal

By: Christopher J. Malloy, Lauren H. Cohen and Inakshi Sobti

After the 2015 Nepal earthquake, the Chaudhary Group, a billion-dollar conglomerate in Nepal, decides to play a pivotal role in rebuilding the country. The Group's philanthropic arm (Chaudhary Foundation) works with stakeholders and develops a blue print for short- and... View Details

March 2018
Supplement

Chaudhary Group: Rebuilding Nepal (B)

By: Christopher J. Malloy, Lauren H. Cohen and Inakshi Sobti

Supplements the (A) case. Having successfully spearheaded relief work in the aftermath of the Nepal earthquake, the Chaudhary Foundation envisions creating a more comprehensive and sustainable development model. They are keen to build a model village that integrates... View Details

March 2018 (Revised April 2018)
Case

Designing a Compliance Program at AB InBev

By: Eugene Soltes

Compliance programs help companies align the interests and behavior of employees with external expectations and regulation. The case discusses how AB InBev, a major brewer, developed its compliance program. View Details

Keywords: Governance; Crime and Corruption; Governance Compliance; Consumer Products Industry; Africa; Europe; India; North America

←
18
19
…
59
60
→