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  • 1985
  • Working Paper

Sequential Innovation and Market Structure

By: Jerry R. Green and Jean-Jacques Laffont
This paper concerns the introduction of a sequence of new, higher-quality durable products in a market in which there already exists a lower-quality substitute. The product has the further attribute that a real resource cost is incurred at the time a higher-quality... View Details
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  • 01 Dec 2015
  • First Look

December 1, 2015

vary the sales force compensation scheme at an Asian enterprise that sells consumer durable goods. With variation generated by the experimental treatments, we model sales force performance to identify the... View Details
Keywords: Sean Silverthorne
  • January 2009 (Revised July 2009)
  • Case

Alibaba's Taobao (A)

By: Felix Oberholzer-Gee and Julie M. Wulf
This case examines the decision of Alibaba Group to diversify from an international business-to-business (B2B) exchange (Alibaba.com) into a B2C and C2C exchange (Taobao.com) for Chinese retailers and consumers. In China, Taobao had managed to displace the once... View Details
Keywords: Business Model; Demand and Consumers; Market Transactions; Service Operations; Diversification; Internet and the Web; China
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  • 26 Jun 2009
  • Research Event

Business Summit: Business and the Environment

Governments, business, and consumers must act to address climate change. The actions must deal with resource supply issues and renewable energy, as well as with demand issues. Ultimately, these actions will lead to a transition from a... View Details
Keywords: Re: Forest L. Reinhardt; Utilities; Utilities
  • 23 Jan 2015
  • Research & Ideas

Oil Price Fallout: What Happens Next?

The last six years have proved just how fluid the international oil market is. And if recent support of the Keystone Pipeline by the U.S. House of Representatives and the Nebraska Supreme Court (which approved the pipeline's path through that state) are any indication,... View Details
Keywords: Re: Richard H.K. Vietor; Energy; Utilities
  • November 2015 (Revised February 2016)
  • Supplement

Allianz Turkey: Focus on the Customer (B)

By: W. Earl Sasser and Gamze Yucaoglu
At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost... View Details
Keywords: Service Excellence; Customer Experience; Customer Service; Emerging Market; Customer Focus; Net Promoter Score; Customer Relationship Management; Competition; Leading Change; Service Operations; Emerging Markets; Customer Satisfaction; Insurance Industry; Turkey
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  • August 2010 (Revised October 2010)
  • Case

Patagonia

By: Ramon Casadesus-Masanell, Hyunjin Kim and Forest L. Reinhardt
Patagonia was deeply committed to the environment. This commitment, at times, conflicted with the company's goal to create the most innovative products in its industry. Patagonia's founder and executives welcomed imitation of both its environmental commitment and its... View Details
Keywords: Business History; Environmental Sustainability; Business Model; Business Strategy; Expansion; Consumer Products Industry
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  • 17 Jul 2007
  • First Look

First Look: July 17, 2007

shared platform, such as Visa, DVD, or Linux, multiple firms collaborate in developing the platform's technology then compete in offering users different but compatible versions of the platform. This article examines factors that favor proprietary versus shared View Details
Keywords: Martha Lagace
  • June 2002 (Revised July 2002)
  • Case

NTT DoCoMo: Marketing i-mode

By: Youngme E. Moon
i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details
Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan
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  • 05 Jun 2019
  • Research & Ideas

If Your Customers Don't Care What You Charge, What Should You Charge?

might not expect prices to increase very much.” Helpful for M&A analysis As part of their study, MacKay and Remer used market-share data to develop a statistical model that would allow antitrust authorities to more quickly incorporate... View Details
Keywords: by Kristen Senz; Energy
  • winter 2003
  • Article

Massively Categorical Variables: Revealing the Information in Zip Codes

We introduce the idea of a massively categorical variable, a variable such as zip code that takes on too many values to be treated in the standard manner, and show how to use it directly as explanatory variables in an econometric model. In an application of this... View Details
Keywords: Strategy; Analytics and Data Science; Behavior; Marketing; Standards; Finance
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  • 07 Jul 2015
  • First Look

First Look: July 7, 2015

Successful Products for Emerging Markets By: Winter, Amos, and Vijay Govindarajan Abstract—Multinationals are starting to catch on to the logic of reverse innovation, in which products are designed first for consumers in low-income... View Details
Keywords: Sean Silverthorne
  • 14 Sep 2016
  • Research & Ideas

Web Surfers Have a Schedule and Stick to It

sites. Our online visits often come in short bursts rather than extended leisurely strolls through cyberspace. People with higher incomes spend less time online than those making less. In other words, consumers behave online in a much... View Details
Keywords: by Julia Hanna; Retail; Web Services
  • January 2023 (Revised December 2023)
  • Case

OhmConnect: Energizing the Future

By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
Founded in 2013, OhmConnect was a free consumer web app that alerted customers about peak hours of electricity demand, and paid them to lower their energy use at home during these periods. The company sold the aggregated reductions generated by thousands of households... View Details
Keywords: App Development; Renewable Energy; Electricity Usage; Regulations; VC; Technology; Customer Acquisition Cost (CAC); Scalability; Applications and Software; Growth and Development Strategy; Governing Rules, Regulations, and Reforms; Business Model; Venture Capital; Energy Industry; United States; California; Texas; Europe
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  • April 2019 (Revised April 2021)
  • Case

Wayfair

By: Jeffrey F. Rayport, Susie L. Ma and Matthew G. Preble
In 2016 Niraj Shah and Steve Conine, founders of online home goods retailer Wayfair, are faced with a decision about how to improve user experience on their e-commerce sites. A key driver of consumer interest and conversion to purchase in the home category is visual... View Details
Keywords: Visual Assets; Corporate Entrepreneurship; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Operations; Strategy; Technology; Retail Industry; Service Industry; United States; Massachusetts
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  • 28 Jul 2008
  • Research & Ideas

Making the Decision to Franchise (or not)

headquarters maximize an organization's overall revenues by efficiently (and effectively) monitoring the desires of consumers representing a wide range of ethnicities and income levels, large families and singletons? Much has been written... View Details
Keywords: by Julia Hanna; Retail
  • 2007
  • Working Paper

Mental Accounting and Small Windfalls: Evidence from an Online Grocer

By: Katherine L. Milkman, John Beshears, Todd Rogers and Max H. Bazerman
We study the effect of small windfalls on consumer spending decisions by examining the purchasing behavior of a sample of online grocery shoppers over the course of a year. We compare the purchases customers make when redeeming a $10-off coupon they received from their... View Details
Keywords: Spending; Consumer Behavior; Mathematical Methods; Food and Beverage Industry; Retail Industry
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  • June 2020
  • Case

What IKEA Do We Want?

By: Juan Alcácer, Cynthia A. Montgomery, Emilie Billaud and Vincent Dessain
In 2018, Swedish furniture maker IKEA was undergoing a significant transformation. Challenged by the rise of online shopping and changing consumer behavior, and mourning the death of its founder, the Company's top executives knew they had to step out of their comfort... View Details
Keywords: Business Strategy; Transformation; Leading Change; Mission and Purpose; Business Model; Emerging Markets; Customer Focus and Relationships; Organizational Culture; Disruption; Consumer Products Industry; Retail Industry; Europe; Netherlands; Sweden; China; India; United States
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  • 15 Oct 2014
  • Research & Ideas

Apple Pay’s Technology Adoption Problem

when several other similar services with big name sponsors such as Google have failed to gain much traction? Apple has a chicken-and-egg game to solve. Consumers won't use the service unless it's in use at a compelling number of stores.... View Details
Keywords: by Dina Gerdeman; Technology; Retail
  • 04 Feb 2025
  • HBS Seminar

Anocha Aribarg, University of Michigan