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  • 16 Jan 2006
  • Research & Ideas

What Customers Want from Your Products

researcher then spent a long day in a restaurant seeking to understand the jobs that customers were trying to get done when they hired a milk shake. He chronicled when each milk shake was bought, what other products the customers... View Details
Keywords: by Clayton M. Christensen, Scott Cook & Taddy Hall; Consumer Products
  • April 3, 2016
  • Guest Column

The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion

By: Aaron K. Chatterji and Michael W. Toffel
Some CEOs are making news by taking public stances on controversial social issues largely unrelated to their core business. This article summarizes the insights from our research paper that shows that such "CEO activism" can influence public opinion and consumer... View Details
Keywords: Leadership & Corporate Accountability; Non-market Strategy; Corporate Social Responsibility; Politics; Political Influence; Political Strategy; Political Risk; Equity; Gender; Climate Change; Communication Strategy; Law; Leadership; Brands and Branding; Media; Problems and Challenges; Civil Society or Community; Social Issues; Public Opinion; United States; Georgia (state, US); North Carolina; Indiana; Indianapolis
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  • 03 Jun 2013
  • News

The Power of Rituals in Life, Death, and Business

  • Research Summary

Simultaneous Distinction, Democratization and Omnivorism Effects: A Longitudinal Analysis of Dynamic Symbolic Boundaries in Counterfeit Consumption Networks

Sociologists have long examined the interactive relationship between social structure, taste and power.  This literature has overwhelmingly fallen into three, ostensibly competing, theoretical “camps”: Distinction, where high-status consumers use... View Details
  • September 2010 (Revised January 2012)
  • Case

OPOWER: Increasing Energy Efficiency through Normative Influence (A)

By: Amy J.C. Cuddy, Kyle Todd Doherty and Maarten W. Bos
The case profiles OPOWER, an energy efficiency software company that applies Cialdini's principles of social influence to successfully encourage consumers to reduce their energy usage. OPOWER was co-founded in 2008 by two young Harvard graduates, Dan Yates and Alex... View Details
Keywords: Mathematical Methods; Applications and Software; Attitudes; Entrepreneurship; Energy Conservation; Power and Influence; Growth and Development Strategy; Energy Industry; United States
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  • 17 Feb 2010
  • First Look

First Look: Feb. 17

research on anchoring and adjustment, for instance, we show that when presented with a desirable product, consumers anchor on scenarios of successful redemption and adjust insufficiently for things that... View Details
Keywords: Martha Lagace
  • 14 Jul 2009
  • First Look

First Look: July 14

preferences, firms are a priori uncertain which attribute all consumers will value more. In this case, a firm that conducts market research always attempts innovation on the attribute it discovers that View Details
Keywords: Martha Lagace

    Kris Johnson Ferreira

    Kris Ferreira is the Edgerley Family Associate Professor of Business Administration in the Technology and Operations Management (TOM) Unit. She teaches the Supply Chain Management course in the MBA elective curriculum and analytics in numerous Executive Education... View Details

    Keywords: retailing
    • 22 May 2024
    • HBS Case

    Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

    Businesses that dismiss TikTok as merely a platform for teenagers looking to create and consume cat and dance videos do so at their own peril. That’s the message of a Harvard Business School case study tracing the video-sharing app’s... View Details
    Keywords: by Rachel Layne; Technology
    • 09 Sep 2014
    • First Look

    First Look: September 9

      Publications September 2014 Cambridge University Press Consumer Lending in France and America: Credit and Welfare By: Trumbull, Gunnar Abstract—Why did America embrace consumer credit over the course of... View Details
    Keywords: Sean Silverthorne

      Jill J. Avery

      Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

      Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
      • September 2020
      • Case

      Drinkworks: Home Bar by Keurig

      By: Sunil Gupta, Jonathan Levav and Julia Kelley
      In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details
      Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Consumer Products Industry; Consumer Products Industry; North and Central America; United States
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      • 02 May 2018
      • News

      Why Employers Drag Feet on Value-Based Insurance

      • 26 Feb 2019
      • HBS Seminar

      Christopher Hsee, University of Chicago Booth School of Business

      • 01 Mar 2017
      • News

      ‘Ugh, I’m So Busy’: A Status Symbol for Our Time

      • 01 Dec 2015
      • First Look

      December 1, 2015

      into consumer psychology. To reach this goal, we first briefly outline several methods that are part of the consumer neuroscience toolkit and how they are currently used. We then provide an overview of the... View Details
      Keywords: Sean Silverthorne
      • November 2006
      • Article

      Find Your Sweet Spot

      By: Rob Markey, Gerard Du Toit and James Allen
      Charged with extending their unit’s product lines and boosting top-line growth over the next three years, product managers at one global consumer goods company wanted to identify the most attractive customer segments to target and how best to reach them. So they turned... View Details
      Keywords: Marketing Strategy; Customers; Segmentation
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      • October 2005
      • Case

      Kinko's

      Over the decades, Kinko's had forged a deep emotional bond with consumers by easing their anxiety and helping them solve pressing document processing problems. By 2003, however, consumer research revealed that a confusing retail experience had eroded some of this good... View Details
      Keywords: Marketing Strategy; Customer Satisfaction; Service Industry
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      • 19 Nov 2021
      • News

      2021’s Best Things to Buy on Black Friday

      • 2019
      • Working Paper

      Status Pivoting: Coping with Status Threats through Motivated Trade-off Beliefs and Consumption across Domains

      By: Dafna Goor, Anat Keinan and Nailya Ordabayeva
      Prior research established that status threat leads consumers to display status-related products such as luxury brands. While compensatory consumption in the domain of the status threat (e.g., products associated with financial and professional success) is the most... View Details
      Keywords: Status and Position; Luxury; Consumer Behavior
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