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All HBS Web
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- People (21)
- News (1,708)
- Research (5,545)
- Events (57)
- Multimedia (75)
- Faculty Publications (3,842)
Show Results For
-
All HBS Web
(8,612)
- People (21)
- News (1,708)
- Research (5,545)
- Events (57)
- Multimedia (75)
- Faculty Publications (3,842)
- 1980
- Chapter
Measuring Consumer Satisfaction and Complaint Behavior: A Study of Financial Services and Insurance
By: J. Quelch and S. Ash
- Article
Long Term Impact of Promotion and Advertising on Consumer Brand Choice
By: Carl Mela, Sunil Gupta and Donald R. Lehmann
Keywords:
Product Marketing;
Advertising;
Brands and Branding;
Decision Choices and Conditions;
Customers
Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association.)
- 20 Dec 2018
- News
Consumer Rating Algorithms Score Big with Businesses, Governments
- October 2009
- Article
Shaping Online Consumer Choice by Partitioning the Web
By: Jolie M. Martin and Michael I. Norton
This research explores how partitioning attributes in online search interfaces changes the valuations of those attributes-and impacts subsequent choice-such that attributes that are displayed as separate categories tend to receive greater decision weight than...
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Keywords:
Decision Choices and Conditions;
Information Management;
Demand and Consumers;
Research;
Internet and the Web;
Valuation
Martin, Jolie M., and Michael I. Norton. "Shaping Online Consumer Choice by Partitioning the Web." Psychology & Marketing 26, no. 10 (October 2009): 908–926.
- January 2014 (Revised June 2014)
- Supplement
23andMe: Genetic Testing for Consumers (B)
By: John A. Quelch and Margaret L. Rodriguez
Following the FDA's letter in November 2013, which ordered 23andMe to cease sales of its DNA test kits, observers wondered how co-founder and CEO, Anne Wojcicki, would guide the company in the presence of uncertainty.
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Keywords:
Risk and Uncertainty;
Genetics;
Crisis Management;
Health Care and Treatment;
Product Development;
Business and Government Relations;
Consumer Products Industry;
Consumer Products Industry;
United States
Quelch, John A., and Margaret L. Rodriguez. "23andMe: Genetic Testing for Consumers (B)." Harvard Business School Supplement 514-095, January 2014. (Revised June 2014.)
- 06 Mar 2020
- Working Paper Summaries
Consumer Protection in an Online World: An Analysis of Occupational Licensing
- 19 Mar 2024
- Video
The Value of an MBA in Manufacturing, Consumer Products, and Retail
- 2021
- Working Paper
The Situational Samaritan: How and Why Marketplace Conditions Shape Prosocial Consumer Behaviors
By: Julia von Schuckmann, Lucia S.G. Barrios, Grant E. Donnelly and Marco Bertini
- 02 May 2005
- What Do You Think?
Where is Consumer Generated Marketing Taking Us?
Summing Up Consumer generated marketing is a fact of life to which all of us will have to adapt. Adaptation means learning how to use CGM to provide one form of input in fashioning product and marketing...
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Keywords:
by James Heskett
- February 2024
- Teaching Note
Accelerating with Caution: Forecasting and Managing birddogs' Growth (A) and (B)
By: Mark Egan
Teaching Note for HBS Case Nos. 224-023 and 224-024. As 2017 was drawing to a close, birddogs’ founder and CEO, Peter Baldwin, was working with his CFO Jack Sullivan to prepare for 2018. A nascent direct-to-consumer apparel brand, birddogs had carved its niche in men’s...
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- Forthcoming
- Article
Differentiating on Diversity: How Disclosing Workforce Diversity Influences Consumer Choice
By: Maya Balakrishnan, Jimin Nam and Ryan W. Buell
Companies are facing increased pressure to “walk the talk” on diversity, equity, and inclusion (DEI) in their operations. One specific call-to-action from stakeholders is the public disclosure of EEO-1s. Companies with 100+ employees are federally mandated to annually...
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Balakrishnan, Maya, Jimin Nam, and Ryan W. Buell. "Differentiating on Diversity: How Disclosing Workforce Diversity Influences Consumer Choice." Production and Operations Management (forthcoming). (Pre-published online March 7, 2024.)
- 29 Jan 2014
- Working Paper Summaries
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
Keywords:
by Thales S. Teixeira
- September 2018
- Article
Aggregation of Consumer Ratings: An Application to Yelp.com
By: Weijia Dai, Ginger Jin, Jungmin Lee and Michael Luca
Because consumer reviews leverage the wisdom of the crowd, the way in which they are aggregated is a central decision faced by platforms. We explore this "rating aggregation problem" and offer a structural approach to solving it, allowing for (1) reviewers to vary in...
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Keywords:
User Generated Content;
Crowdsourcing;
Yelp;
Social and Collaborative Networks;
Information;
Internet and the Web;
Learning;
Mathematical Methods;
E-commerce
Dai, Weijia, Ginger Jin, Jungmin Lee, and Michael Luca. "Aggregation of Consumer Ratings: An Application to Yelp.com." Quantitative Marketing and Economics 16, no. 3 (September 2018): 289–339.
- 06 Mar 2008
- News
Marketing Can Serve Citizens as Well as Consumers
- 2007
- Other Unpublished Work
Effects of Inventory on Demand for Rentals in the Home Video Market
By: Ioannis Ioannou, Julie Mortimer and Richard Mortimer
Retailer inventory decisions can greatly influence observed demand for a product by affecting, among other things, product availability (stock-outs) and product visibility in the store. These inventory decisions are affected by numerous factors including vertical...
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- 1980
- Chapter
Consumer Satisfaction, Dissatisfaction, and Complaining Behavior: A Comprehensive Study of Rentals, Public Transportation and Utilities
By: S. Ash and J. Quelch
Ash, S., and J. Quelch. "Consumer Satisfaction, Dissatisfaction, and Complaining Behavior: A Comprehensive Study of Rentals, Public Transportation and Utilities." In Refining the Conceptualization and Measurement of Consumer Satisfaction and Complaining Behavior, edited by H. Hunt and R. Day, 120–130. Bloomington: Indiana University, School of Business, 1980.
- 13 Sep 2010
- News
The Consumer Appeal of Underdog Branding
- Jul 11 2023
- Interview