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Jackie Burgos

visits to the Dominican Republic. “I was actually terrified of flying so far away for so long,” she says. But the experience, which involved consumer research for a water bottle for children, proved to be transformative largely because... View Details

Keywords: Entertainment / Media; Other Financial Services; Services

03 Mar 2008
Research & Ideas

Marketing Your Way Through a Recession

need to know more than ever how consumers are redefining value and responding to the recession. Price elasticity curves are changing. Consumers take more time searching for durable View Details

Keywords: by John Quelch

May 1988 (Revised March 1990)
Case

Matsushita Electric Industrial (MEI) in 1987

By: Christopher A. Bartlett and Sumantra Ghoshal

Describes the development of Matsushita's international operations and the building of its dominant competitive position in the consumer electronics industry. Picks up the major challenges facing the company in 1987 as both its product focus and geographic posture are... View Details

Keywords: Global Strategy; Goods and Commodities; Product Positioning; Problems and Challenges; Business Strategy; Competitive Strategy; Value; Electronics Industry

October 2021
Case

Unshrinking the Pie: Desirée Stolar's Negotiation Saga (A)

By: James K. Sebenius and Alex Green

When Desirée (“Des”) Stolar’s wool sweater shrank two sizes, the Harvard Business School student worked with classmates to develop a solution that both fixed her problem and launched Unshrinkit, a successful consumer goods company with a widely-available product for... View Details

Keywords: Bargaining; Startups; Negotiation; Contracts; Negotiation Tactics; Entrepreneurship; Business Startups; Strategy; Consumer Products Industry

February 2022
Case

Paul Polman

By: Elizabeth A. Keenan, Youngme Moon and Susie Ma

Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate... View Details

Keywords: Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Leadership; Corporate Accountability; Personal Development and Career; Corporate Social Responsibility and Impact; Ethics; Values and Beliefs; Social Issues; Philanthropy and Charitable Giving

24 Mar 2008
Research & Ideas

Reducing Risk with Online Advertising

merchants with these same marketing programs. Q: How should consumers protect themselves from potential fraud? A: It's highly desirable to keep your computer free of the sorts of bad software that I've described. There is a View Details

Keywords: by Martha Lagace; Video Game; Web Services

February 1987 (Revised August 1988)
Case

Gillette Personal Care Division: Marketing Planning and Control

Bill Ryan, president of the Gillette Co.'s Personal Care Division, is considering changing the division's planning and control system for marketing. White Rain, the division's most recent success, had been launched by taking shortcuts through the system, while other... View Details

Keywords: Marketing; Management Systems; Consumer Products Industry; United States

16 Apr 2007
Research & Ideas

Delivering the Digital Goods: iTunes vs. Peer-to-Peer

analysis reveals that, contrary to intuition, prices low enough to "kill" p2p are not optimal in large markets. The industry is better off setting higher prices and attracting those consumers ready to pay due to congestion.... View Details

Keywords: by Sean Silverthorne; Music

Research Summary

Rooting Marketing Strategy in Human Universals

Localization strategies can be costly to implement while globalization strategies may fail to develop or create demand by stressing readily shared product features rather than shared needs. Thus the question: Is there, somewhere between the extremes of localization... View Details

Research Summary

Dissertation - Social Structure and Mechanisms of Collective Production:Evidence from Wikipedia

Andreea's dissertation research examines social networks in the setting of collective production, defined as collective action oriented towards production of collective goods - goods available for consumption by all members of a group whenever they... View Details

October 2022
Supplement

The SAH Group: The Time is Right, Spreadsheet Supplement

By: Juan Alcacer and Alpana Thapar

In January 2021, Jalila Mezni, CEO of the SAH Group, was preparing to present the company’s future growth plans to its board of directors. The Tunisian company was a leading producer and distributor of personal care and packaged hygiene products. In 2019, it expanded... View Details

Keywords: Growth Strategy; Entrepreneurship; Investment Decisions; Growth Management; Vertical Integration; Distribution; Competition; Strategy; Supply Chain; Presentations; Market Entry and Exit; Product Positioning; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Tunisia

26 Jun 2019
Research & Ideas

Why the US-China Tariff Standoff Hurts American Companies More

significantly cut their prices, while Chinese exporters have not reduced the prices of the goods they sell to US importers. "This nearly complete pass-through of tariffs to the total price paid by importers suggests the tariff... View Details

Keywords: by Danielle Kost; Retail; Manufacturing; Steel

Research Summary

Business and Low Income Sectors: The Creation of Economic and Social Value

In the last three decades, innovative commercial solutions have emerged in developing nations focusing on providing effective responses to the hugely underserved needs of low-income populations, both as consumers as well as active participants in productive value... View Details

02 Nov 2006
Working Paper Summaries

Managing Functional Biases in Organizational Forecasts: A Case Study of Consensus Forecasting in Supply Chain Planning

Keywords: by Rogelio Oliva & Noel H. Watson

September 2016 (Revised February 2017)
Case

Angie's List: Ratings Pioneer Turns 20

By: Robert J. Dolan and Ayelet Israeli

In 1995, before people “googled” or “yelped,” Angela Hicks (HBS, 2000) was establishing her Angie’s List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it,... View Details