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(8,523)
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- Faculty Publications (3,907)
Show Results For
- All HBS Web
(8,523)
- People (21)
- News (1,753)
- Research (5,613)
- Events (66)
- Multimedia (76)
- Faculty Publications (3,907)
- 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.)
- 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... View Details
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.)
- 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... View Details
Keywords: by James Heskett
- 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... View Details
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
- 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
- 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... View Details
- 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
- March 1995
- Case
Procter & Gamble: Improving Consumer Value Through Process Redesign
The evolution of Procter & Gamble's development of efficient consumer response (ECR) involved a series of trials, a resolve to distribute diapers on the basis of product movement, a conscious effort to move to a new means of distribution across all lines, a first cut... View Details
Keywords: Technology; Organizational Change and Adaptation; Customer Value and Value Chain; Consumer Products Industry
McKenney, James L., and Theodore H. Clark. "Procter & Gamble: Improving Consumer Value Through Process Redesign." Harvard Business School Case 195-126, March 1995.
- 13 Sep 2010
- News
The Consumer Appeal of Underdog Branding
- Jul 11 2023
- Interview
Consumer Brands Today: Q&A with Jill Avery
- Article
Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures
By: Anita Elberse and Jehoshua Eliashberg
Keywords: Supply and Industry; Product; Markets; Film Entertainment; Entertainment and Recreation Industry; Entertainment and Recreation Industry
Elberse, Anita, and Jehoshua Eliashberg. "Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures." Marketing Science 22, no. 3 (Summer 2003): 329–354.
- 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.
- 2011
- Working Paper
Price Competition under Multinomial Logit Demand Functions with Random Coefficients
In this paper, we postulate a general class of price competition models with Mixed Multinomial Logit demand functions under affine cost functions. We first characterize the equilibrium behavior of this class of models in the case where each product in the market is... View Details
Keywords: Customers; Income Characteristics; Price; Product Marketing; Mathematical Methods; Competition; Segmentation
Allon, Gad, Awi Federgruen, and Margaret Pierson. "Price Competition under Multinomial Logit Demand Functions with Random Coefficients." Harvard Business School Working Paper, No. 12-030, October 2011.
- December 2000 (Revised April 2006)
- Case
Promise (A): Building a Consumer Finance Company in Japan
Describes Promise, the third-largest consumer finance company in Japan. Promise was created in 1963 by an entrepreneur and has grown rapidly, especially in the 1990s when commercial banks struggled. Promise's core business consists of providing unsecured loans of up to... View Details
Keywords: Capital Structure; Entrepreneurship; Financial Institutions; Financial Services Industry; Japan
Kuemmerle, Walter, and William J. Coughlin Jr. "Promise (A): Building a Consumer Finance Company in Japan." Harvard Business School Case 801-188, December 2000. (Revised April 2006.)
- 2022
- Working Paper
Buy Now, Pay Later Credit: User Characteristics and Effects on Spending Patterns
By: Marco Di Maggio, Justin Katz and Emily Williams
Firms offering "buy now, pay later" (BNPL) point-of-sale installment loans with minimal underwriting and low interest have captured a growing fraction of the market for short-term unsecured consumer credit. We provide a detailed look into the US BNPL market by... View Details
- 02 Sep 2010
- News
Disputing wrongful dismissal; consumers like underdogs, too
- September–October 2019
- Article
How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions
By: Rene Befurt and Alvin J. Silk
Market researchers generally, and survey experts specifically, study consumers to learn about their behavior: What are consumers’ opinions, attitudes, thoughts, and actions at the various stages of the buying process? Especially in litigation cases, these and other... View Details
Befurt, Rene, and Alvin J. Silk. "How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions." Landslide: Advancing Intellectual Property Law 12, no. 1 (September–October 2019): 51–54.