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    • News  (387)
    • Research  (1,182)
    • Events  (18)
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  • All HBS Web  (1,967)
    • People  (3)
    • News  (387)
    • Research  (1,182)
    • Events  (18)
    • Multimedia  (6)
  • Faculty Publications  (459)
← Page 18 of 1,967 Results →
  • March 2020
  • Article

The Role of Numbers in the Customer Journey

By: Shelle Santana, Manoj Thomas and Vicki Morwitz
At each stage in customers’ journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand... View Details
Keywords: Numbers; Heuristics; Numerical Cognition; Pricing; Customer Journey; Information; Consumer Behavior
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Santana, Shelle, Manoj Thomas, and Vicki Morwitz. "The Role of Numbers in the Customer Journey." Journal of Retailing 96, no. 1 (March 2020): 138–154.

    Karim R. Lakhani

    Karim R. Lakhani is the Dorothy & Michael Hintze Professor of Business Administration at the Harvard Business School. He specializes in technology management, innovation, digital transformation and artificial... View Details

    Keywords: biotechnology; communications; computer; health care; high technology; information technology industry; internet; pharmaceuticals; software; video games
    • Research Summary

    Overview

    By: Isamar Troncoso
    Professor Troncoso's research explores problems related to digital marketplaces and AI applications in marketing, and combines toolkits from econometrics, causal inference, and machine learning. She has studied how different platform design choices can lead to... View Details
    • 21 Jan 2014
    • First Look

    First Look: January 21

    intermittent preventive treatment for pregnant women, indoor residual spraying, rapid diagnostic tests, and artemisinin-based combination therapy. We discuss the timing and regional coverage of the program and critically review the... View Details
    Keywords: Sean Silverthorne
    • January 2013 (Revised June 2018)
    • Case

    Amazon, Apple, Facebook, and Google 2018

    By: John Deighton and Leora Kornfeld
    Four businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they... View Details
    Keywords: Internet and the Web; Competitive Advantage; Infrastructure; Mobile and Wireless Technology; Growth and Development; Service Industry; Retail Industry; United States
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    Deighton, John, and Leora Kornfeld. "Amazon, Apple, Facebook, and Google 2018." Harvard Business School Case 513-060, January 2013. (Revised June 2018.) (request a courtesy copy.)
    • March 2017 (Revised March 2019)
    • Case

    Ant Financial (A)

    By: Feng Zhu, Ying Zhang, Krishna G. Palepu, Anthony K. Woo and Nancy Hua Dai
    Headquartered in Hangzhou (China), Ant Financial has grown into a fintech “Unicorn.” The fintech empire that the company established spanned verticals such as mobile and online payment (Alipay), money market fund (Yu’e Bao), wealth management (Ant Fortune),... View Details
    Keywords: Growth and Development Strategy; Global Strategy; Finance; Opportunities; Financial Services Industry; Technology Industry
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    Zhu, Feng, Ying Zhang, Krishna G. Palepu, Anthony K. Woo, and Nancy Hua Dai. "Ant Financial (A)." Harvard Business School Case 617-060, March 2017. (Revised March 2019.)
    • May 2016 (Revised January 2018)
    • Case

    Airbnb, Etsy, Uber: Acquiring the First Thousand Customers

    By: Thales S. Teixeira and Morgan Brown
    By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... View Details
    Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-sided Market; Internet and the Web; Marketing Strategy; Digital Platforms; Digital Marketing; Business Startups; Transportation Industry; Accommodations Industry
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    Teixeira, Thales S., and Morgan Brown. "Airbnb, Etsy, Uber: Acquiring the First Thousand Customers." Harvard Business School Case 516-094, May 2016. (Revised January 2018.)
    • January 2014 (Revised January 2017)
    • Case

    Nivea (A)

    By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
    The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand... View Details
    Keywords: Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Consumer Products Industry; Consumer Products Industry
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    Lakhani, Karim R., Johann Fuller, Volker Bilgram, and Greta Friar. "Nivea (A)." Harvard Business School Case 614-042, January 2014. (Revised January 2017.)
    • November 2016 (Revised October 2018)
    • Case

    IguanaFix

    By: Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel and Laura Urdapilleta
    IguanaFix is a rapidly scaling Latin American startup that provides an online platform connecting consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now... View Details
    Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Online Advertising; Latin America
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    Cespedes, Frank V., Thomas R. Eisenmann, Maria Fernanda Miguel, and Laura Urdapilleta. "IguanaFix." Harvard Business School Case 817-056, November 2016. (Revised October 2018.)
    • September 1995 (Revised December 1997)
    • Case

    Philip Morris: Marlboro Friday (A)

    By: Alvin J. Silk and Bruce Isaacson
    On April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major... View Details
    Keywords: Competition; Price; Marketing Strategy; Market Participation; Brands and Branding; Consumer Products Industry; United States
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    Silk, Alvin J., and Bruce Isaacson. "Philip Morris: Marlboro Friday (A)." Harvard Business School Case 596-001, September 1995. (Revised December 1997.)
    • 17 Jan 2024
    • HBS Case

    Psychological Pricing Tactics to Fight the Inflation Blues

    have to be careful about how and what they charge.” Amid fierce online competition among companies that know consumers can compare prices with a few clicks, the ultimate goal of psychological pricing is to... View Details
    Keywords: by Jay Fitzgerald; Consumer Products; Consumer Products
    • December 2010
    • Case

    Digital Divide

    By: Sunil Gupta
    In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
    Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
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    Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.
    • 05 May 2022
    • Research & Ideas

    Why Companies Raise Their Prices: Because They Can

    including whether the move to online sales during this time period spurred consumers to pay more for products. While they saw some categories were more affected by online... View Details
    Keywords: by Rachel Layne
    • 28 Nov 2018
    • HBS Case

    On Target: Rethinking the Retail Website

    data about its online customers—products purchased, browsing habits, items abandoned in shopping carts—yet it wasn’t fully leveraging all that information. The company began to see this huge pile of e-commerce data as the... View Details
    Keywords: by Dina Gerdeman; Retail
    • 10 Jan 2011
    • Research & Ideas

    Is Groupon Good for Retailers?

    Explain the theoretical model you describe in your paper and how it can help retailers decide whether a voucher service like Groupon makes sense for them. A: We present a model of online discount vouchers that [offer deals] to View Details
    Keywords: by Carmen Nobel; Advertising; Technology
    • February 2021
    • Case

    Drizly: Managing Supply and Demand through Disruption

    By: Kris Ferreira
    It was April 6th, 2020, and the management team at Drizly—an online alcohol marketplace where consumers could browse and purchase alcohol from local liquor retail stores via Drizly’s app for immediate home delivery—were thrilled to see record-breaking sales from the... View Details
    Keywords: COVID-19 Pandemic; Demand and Consumers; Growth and Development; Customer Focus and Relationships; Customer Value and Value Chain; Customer Satisfaction; Goals and Objectives; Supply Chain Management
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    Ferreira, Kris. "Drizly: Managing Supply and Demand through Disruption." Harvard Business School Case 621-097, February 2021.
    • July 2021
    • Article

    Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps

    By: Tobias Schlager, Bhavya Mohan, Katherine DeCelles and Michael I. Norton
    We document a unique driver of consumer behavior: the public disclosure of a firm’s gender pay gap. Four experiments provide causal evidence that when firms are revealed to have gender pay gaps, consumers are less willing to pay for their goods, a reaction driven by... View Details
    Keywords: Pay Gap; Perceived Wage Fairness; Purchase Intention; Gender; Wages; Fairness; Perception; Consumer Behavior
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    Schlager, Tobias, Bhavya Mohan, Katherine DeCelles, and Michael I. Norton. "Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps." Special Issue on Consumer Psychology for the Greater Good. Journal of Consumer Psychology 31, no. 3 (July 2021): 518–531.
    • June 2016 (Revised January 2018)
    • Case

    Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers

    By: Thales S. Teixeira and Morgan Brown
    By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... View Details
    Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two Sided Markets; Digital Platforms; Marketing; Digital Marketing; Growth Management; Service Industry
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    Teixeira, Thales S., and Morgan Brown. "Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers." Harvard Business School Case 516-108, June 2016. (Revised January 2018.)

      Positioning Brands Against Large Competitors to Increase Sales

      The authors explore the effects of having a large dominant competitor and show conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. Through lab and field studies, the authors demonstrate that highlighting a large... View Details
      • 23 Jul 2013
      • First Look

      First Look: July 23

      Restaurant Hygiene Inspections and Online Reviews By: Kang, Jun Seok, Polina Kuznetsova, Yejin Choi, and Michael Luca Abstract—Restaurant hygiene inspections are often cited as a success story of public... View Details
      Keywords: Anna Secino
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