Publications

Find at Harvard

Read Now

June 2001
Case

DoubleClick Buys Abacus (B)

Supplements the (A) case. View Details

Keywords: Advertising Industry

Find at Harvard

August 1999 (Revised January 2002)
Case

Brita Products Company, The

Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a... View Details

Keywords: Customer Value and Value Chain; Acquisition; Retention; Safety; Natural Environment; Emerging Markets; Investment Return; Equity; Demand and Consumers; United States

August 1995 (Revised October 1996)
Case

IDS Financial Services (Condensed)

Highlights the decision that must be made on balancing customer acquisition and retention and de-emphasizing the structural issues involved in administering the independent contractor sales force. View Details

Keywords: Customers; Customer Focus and Relationships; Decisions; Corporate Governance; Salesforce Management; Financial Services Industry

08 Jun 2010
First Look

First Look: June 8

national health systems and health policy. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/710469-PDF-ENG CEIBS: A Global Business School Made in China John A. Quelch, S. Rama Velamuri, and Shengjun... View Details

Keywords: Martha Lagace

11 Sep 2018
First Look

New Research and Ideas, September 11, 2018

the pass-through of both gas prices and nominal exchange rate fluctuations. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54935 forthcoming Consumption, Markets & Culture Big Data By: Deighton, John View Details

Keywords: Dina Gerdeman

December 2005
Teaching Note

Nectar: Making Loyalty Pay (TN)

Keywords: Food and Beverage Industry

August 2004 (Revised February 2006)
Case

Marketing James Patterson

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

November 2002
Teaching Note

Webvan: Groceries on the Internet (TN)

Teaching Note for (9-500-052). View Details

Keywords: Retail Industry; Service Industry

February 2001 (Revised January 2002)
Teaching Note

Brita Products Company, The TN

Teaching Note for (9-500-024). View Details

Keywords: United States

December 2000
Teaching Note

Hilton HHonors Worldwide: Loyalty Wars TN

Teaching Note for (9-501-010). View Details

Keywords: Service Industry

October 2000 (Revised August 2001)
Teaching Note

Alloy.com: Marketing to Generation Y TN

Teaching Note for (9-500-048). View Details

Keywords: Information Technology Industry; Consumer Products Industry

2019
Article

Big Data

Big data is defined and distinguished from a mere moment in the “ancient quest to measure.” Specific discontinuities in the practice of information science are identified that, the paper argues, have large consequences for the social order. The infrastructure that runs... View Details

Keywords: Big Data; Digital Infrastructure; Privacy; Algorithm; Data Generators; Marketplace Icon; Analytics and Data Science; Infrastructure; Power and Influence; Society

Read Now

February 2006
Supplement

Gary Loveman of Harrah's at Harvard Business School: Harrah's Total Rewards

Keywords: Games, Gaming, and Gambling; Accommodations Industry

December 2004 (Revised December 2005)
Case

Nectar: Making Loyalty Pay

Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details

Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain

October 2007
Article

The Territory of Consumer Research: Walking the Fences

Keywords: Customers; Research

Find at Harvard

August 2002
Teaching Note

MicroFridge, TN

Teaching Note for (9-599-049) and (9-503-017). View Details

Keywords: Consumer Products Industry

11 Dec 2007
First Look

First Look: December 11, 2007

Working PapersThe Seer of Wellesley Hills: Roger Babson and the Babson Statistical Organization Author:Walter A. Friedman Abstract Roger Babson was a pioneer of the business-forecasting industry in the United States in the early... View Details

Keywords: Martha Lagace

Teaching Interest

Overview

I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details

Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Consumer Products Industry; Entertainment and Recreation Industry; Information Technology Industry; Publishing Industry; Media and Broadcasting Industry

Research Summary

Personal Data in Marketing