Publications

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May 2015 (Revised May 2017)
Case

Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

By: John A. Quelch and Margaret L. Rodriguez

In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details

Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States

16 Apr 2018
Research & Ideas

Can Consumers Be Saved From Their Misguided Decisions?

generics like ibuprofen. A middle-aged man needs heart medication to avoid another attack. He’s more likely to take his pills regularly if his plan doesn’t have a copay for the prescription. Yet, even with a copay, he’s arguably much better off taking the pills. An... View Details

Keywords: by Rachel Layne; Consulting; Retail

06 Mar 2020
News

Don’t Hide Bad News in Times of Crisis

Research Summary

Motivation and Incentive Design

Professor Ashraf's research in motivation and incentives focuses on how to design incentives in sectors where it is important that individuals are motivated by service, such as healthcare or environmental conservation. An important lever is the... View Details

March 30, 2020
Article

Why Is the U.S. Behind on Coronavirus Testing?

By: Stefan Thomke

Coronavirus testing is needed to address the uncertainty in making decisions about patient treatment, resource allocation, policy, and so much more. Answers to questions such as “When should we relax social distancing measures—and for whom?” or “How many ventilators... View Details

Keywords: Testing; Coronavirus; Culture; Trump; Data; Experiments; Health Pandemics; Health Testing and Trials; Government and Politics; United States

Find at Harvard

Read Now

01 Apr 2014
News

‘Management by Walking Around’ programs in hospitals may do more harm than good

18 May 2018
News

Share buybacks are soaring - is this a sign of market turmoil ahead?

September 2019 (Revised June 2021)
Case

Dove and Real Beauty: Building a Brand with Purpose

By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda

Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details

Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation

January 2011 (Revised April 2014)
Case

Uptake of Malaria Rapid Diagnostic Tests

By: Nava Ashraf, Natalie Kindred and Richard Sedlmayr

This case describes barriers to adoption of malaria rapid diagnostic tests in Zambia and highlights the importance of understanding end users in promoting product adoption. Rapid diagnostic tests (RDTs) are simple, easy-to-use tools that provide a relatively reliable,... View Details

Keywords: Developing Countries and Economies; Health Pandemics; Technology; Health Care and Treatment; Policy; Behavior; Prejudice and Bias; Health Industry; Zambia

March 2014 (Revised May 2014)
Teaching Note

Demarketing Soda in New York City

By: John A. Quelch

In 2013, New York City Mayor Michael Bloomberg tried and failed to institute a ban on serving sizes of large sugary beverages. Obesity posed a large public health risk to the city. Mayor Bloomberg's proposed ban was one of many attempts to combat the rising threat of... View Details

24 Sep 2021
News

‘Enthusiastic Entrepreneurs’: Pre-IPO Statements On Profitability Prove To Be Larger Than Real Life

11 Sep 2008
Working Paper Summaries

Competing Complements

Keywords: by Ramon Casadesus-Masanell, Barry Nalebuff & David B. Yoffie

01 Oct 2020
News

Does Your Company Need a Chief Medical Officer?

May 2020
Case

Big Boom Beverages: Fight or Flight?

By: Stephen A. Greyser and William Ellet

Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy drink, malt liquor, and a soft drink flavoring. They launch the business, Big Boom Beverages (BBB), with their own... View Details

Keywords: Alcoholic Beverages; Energy Drinks; Regulation; Entrepreneurship; Ethics; Marketing Communications; Corporate Social Responsibility and Impact; Reputation; Communication Strategy; Decision Making

May 2020 (Revised March 2022)
Case

The Coronavirus (COVID-19) Pandemic and the Global Economy (A)

By: Alberto Cavallo and Christian Godwin

In April 2020, the world struggled to contain the exponential escalation of the coronavirus (COVID-19) pandemic. Dozens of countries had imposed restrictions on travel, work, and social gatherings. A large share of the global population was under lockdowns and... View Details

Article

Policies to Influence Perceptions about COVID-19 Risk: The Case of Maps

By: Claudia Engel, Jonathan Rodden and Marco Tabellini

Choropleth disease maps have become an important tool for informing the public about the risks posed by COVID-19. In a survey conducted in the U.S. state of Georgia in June 2020, we randomly assigned respondents to view either of two maps. The first one reported... View Details

Keywords: Disease Surveillance; Health Pandemics; Risk and Uncertainty; Perception; Policy