Publications
Publications
Show Results For
- All HBS Web
(1,716)
- Faculty Publications (469)
- November 2000 (Revised May 2002)
- Case
FleetBoston Financial: Online Banking
By: Frances X. Frei and Hanna Rodriguez-Farrar
As the ninth largest bank holding company in the United States in 2000, FleetBoston Financial Corp. provided a myriad of financial services, including retail banking, loan origination, and brokerage accounts. This case explores how FleetBoston responded to the Internet... View Details
- October 2000
- Background Note
Creating Value
By: Rohit Deshpande
Creating value involves understanding consumers/customers and bringing this knowledge into the organization. Market-driven and market-driving strategies are contrasted in the context of new product development. View Details
- February 2000 (Revised April 2001)
- Case
CNET 2000
By: Thomas R. Eisenmann and Pauline M Fischer
CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details
- January 2000
- Case
The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case
By: Jill Avery and Gerald Zaltman
An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details
Keywords: Brand Management; Brand Equity; Brand Communication; Brand ＆ Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Consumer Products Industry; Consumer Products Industry
- November 1999 (Revised December 1999)
- Case
Safe Food Act, The: A Consumer Group's Perspective
By: Ray A. Goldberg, Carin-Isabel Knoop and Hal Hogan
The Center for Science in the Public Interest is taking a position on creating a new safety leadership vehicle in the U.S. government. How should it plead its cause? What are the position merits and faults? View Details
Keywords: Food; System; Consumer Behavior; Government and Politics; Safety; Leadership; United States
- September 1999 (Revised July 2006)
- Case
Juice Guys (A)
By: Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle
The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. View Details
- September 1999 (Revised February 2004)
- Case
Juice Guys (B)
By: Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle
The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. View Details
- May 1999
- Background Note
Note on Behavioral Pricing
The note introduces the behavioral or psychological aspects of consumer price acceptance. Begins by reviewing the traditional economic approach to product pricing and consumer price acceptance--namely, that consumers should be willing to purchase anytime a product's... View Details
Keywords: Customer Satisfaction; Decisions; Fairness; Price; Marketing Strategy; Behavior; Perspective; Public Opinion
- April 1999 (Revised August 2004)
- Case
Tarnished Rings? Olympic Games Sponsorship Issues
By: John A. Clendenin and Stephen A. Greyser
Focuses on the impacts for Olympic sponsor companies of the bribery allegations related to the Salt Lake City Olympic Committee's successful bid for the 2002 Winter Games. The spread of the scandal to the International Olympic Committee board members and the recent... View Details
- March 1999 (Revised December 2001)
- Background Note
Analyzing Consumer Perceptions
By: Robert J. Dolan
Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. View Details
- December 1998 (Revised April 1999)
- Case
Mind of the Market: Anatomical View of the Human Brain, Primer Three
By: Gerald Zaltman and Kathryn A. Braun
- December 1998 (Revised April 1999)
- Case
Mind of the Market: Constructive Memory Processes, Primer Nine
By: Gerald Zaltman and Kathryn A. Braun
- December 1998 (Revised April 1999)
- Case
Mind of the Market: Genetics and Behavior, Primer Five
By: Gerald Zaltman and Kathryn A. Braun
- December 1998 (Revised April 1999)
- Case
Mind of the Market: Introduction to Neuroscience, Primer One
By: Gerald Zaltman and Kathryn A. Braun
- December 1998 (Revised April 1999)
- Case
Mind of the Market: Is the Human Brain a Computer? Primer Seven
By: Gerald Zaltman and Kathryn A. Braun
- December 1998 (Revised April 1999)
- Case
Mind of the Market: The Emotional Brain, Primer Eight
By: Gerald Zaltman and Kathryn A. Braun
- December 1998 (Revised April 1999)
- Case
Mind of the Market: Top Down Cognitive Processes, Primer Six
By: Gerald Zaltman and Kathryn A. Braun
- November 1998
- Case
Wegmans Food Markets: Diabetes Counseling
By: Ray A. Goldberg, David E. Bell and Ann Leamon
Danny Wegman, president of Wegmans Food Markets, is trying to decide how to evaluate the success of a nutrition-counseling program for diabetics, and whether and how to expand the program beyond the two stores currently involved. Wegmans, with 57 stores and $2.3... View Details