Publications

June 2012
Class Lecture

Why You're Not Buying Venezuelan Chocolate: The Provenance Paradox

By: Rohit Deshpandé

A product's country of origin establishes its authenticity. This is the provenance paradox. Consumers associate certain geographies with the best products: French wine, Italian sports cars, Swiss watches. Competing products from other countries - especially developing... View Details

Keywords: Global Business; Branding; Strategic Planning; Strategic Positioning; Emergent Countries; Consumer Perception; Developing Markets; Brands and Branding; Geographic Location; Globalized Markets and Industries; Perception; Emerging Markets; Product Positioning; Global Strategy; Marketing Strategy; Food and Beverage Industry; Venezuela

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07 Jan 2002
What Do You Think?

Did Consumer Behavior Tracking Come of Age on September 11?

bit wider for the implementation of systems designed to enable our behaviors as consumers to be tracked even more fully? What do you think? Original Article In the past several years, significant fears have been expressed concerning the... View Details

Keywords: by James Heskett

November 2014
Article

Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web

By: John A. Deighton and Leora Kornfeld

The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something... View Details

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09 Nov 2016
Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best View Details

Keywords: by John A. Quelch

12 Mar 2006
Research & Ideas

New Research Explores Multi-Sided Markets

vertical chain and therefore come up with superior products. One tradeoff would therefore seem to be between large market share and high quality, of which the Microsoft/Apple comparison is a good illustration. Sony illustrates another... View Details

Keywords: by Sean Silverthorne; Technology

November 2019 (Revised April 2020)
Case

Purple Innovation, Inc.: The Online to Offline Marketing Challenge

By: Elie Ofek and Nakisha Williams

This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details

Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Consumer Products Industry

05 Jul 2010
News

Marketing strategies for growth in China

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

predictor of events, but the power and sometimes outrageous language used by Levitt changed the nature of debate on the issue, and created new perspectives for managers to consider as they approach world markets. Levitt's key insight endures: View Details

Keywords: by Working Knowledge editors

2004
Chapter

The Surprise of Collective Action: Consumer Mobilization in France, 1970-1985

By: Gunnar Trumbull

Keywords: History; Demand and Consumers; France

May 2021
Teaching Note

American Airlines' Value Pricing (Abridged)

By: Sunil Gupta and Alvin J. Silk

Teaching Note for HBS Case No. 519-019. View Details

Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry

01 Aug 2018
What Do You Think?

Are Free Trade and Free Markets Quaint Ideas From the Past?

AvigatorPhotographer Are Free Trade Notions Repeatedly Victim to Short-Term Thinking? Free trade and free markets are concepts to which many of us, given our training in economics, aspire. But they inevitably fall victim to the varied and... View Details

Keywords: by James Heskett

28 Jul 2010
News

Sleazy Marketers Game Google's Sponsored Ads

June 2006 (Revised September 2006)
Case

Euronext.liffe and the Over-the-Counter Derivatives Market (A)

Euronext.liffe, a derivatives trading exchange, had just finished rolling out three new services targeted at the over-the-counter (OTC) market in 2004. The services offered automated confirmation and clearing for OTC equity derivatives. Yet, developments in the... View Details

Keywords: Value Creation; Product Positioning; Competition; Financial Markets; Network Effects; Cooperation

January 2018 (Revised May 2019)
Case

Adeo Health Science: Turning a Product into a Brand

By: Elizabeth A. Keenan and Jill Avery

For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details

Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Consumer Products Industry; United States; North America

2014
Working Paper

The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It

By: Thales S. Teixeira

Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details

Keywords: Strategy; Advertising

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June 1994
Background Note

Scope and Challenge of Business-to-Business Marketing

By: V. Kasturi Rangan

Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on... View Details

Keywords: Marketing; Customers; Demand and Consumers; Organizational Structure; Order Taking and Fulfillment; Technology