Demand Response - Publications - Faculty & Research

04 Jun 2013
First Look

First Look: June 4

race tracks, interactive tombstones, and stride-changing running shoes. These four products form the basis to assess the drivers of new product adoption. In particular, one of the critical tasks in marketing new innovations is predicting View Details

Keywords: Sean Silverthorne

07 Jan 2002
What Do You Think?

Did Consumer Behavior Tracking Come of Age on September 11?

Summing Up September 11 was no "tipping point" for acceleration in the loss of privacy. That's the conclusion to be drawn from responses to this month's column. Rather the loss of privacy is a natural product of the information... View Details

Keywords: by James Heskett

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

it is often one of the hardest. Pricing decisions require managers to understand how sensitive consumer demand is to changes in price. This requires constructing and interpreting a demand curve to understand... View Details

Keywords: by Sarah Jane Gilbert

24 Jul 2018
First Look

New Research and Ideas, July 24, 2018

fact, in recent years, Blum and his team were responsible for more such outsized successes than any other producer, especially in the horror genre. The company’s approach to moviemaking is quite different from that of the major studios:... View Details

Keywords: Dina Gerdeman

03 Feb 2009
First Look

First Look: February 3, 2009

Why Public Efforts to Boost Entrepreneurship and Venture Capital Have Failed—and What to Do About It Author: Josh Lerner Publication: Princeton University Press, forthcoming Abstract In response to the financial crisis, governments are... View Details

Keywords: Martha Lagace

12 Mar 2018
Op-Ed

Op-Ed: Why BlackRock CEO Larry Fink Is Not a Socialist

companies must serve a social purpose. “Society is demanding that companies, both public and private, serve a social purpose,” Fink wrote. “To prosper over time, every company must not only deliver financial performance but also show how... View Details

Keywords: by Bill George; Banking

23 Mar 2015
Research & Ideas

It’s Called ‘Price Coherence,’ and It’s Surprisingly Bad for Consumers

airlines increase their retail prices. So all buyers essentially end up sharing the fees, even if they choose to forego the intermediary. Thus begins a vicious cycle of increasing costs. With price coherence in place, intermediaries need not worry that buyer View Details

Keywords: by Carmen Nobel; Retail; Air Transportation; Food & Beverage; Entertainment & Recreation

23 Apr 2001
Research & Ideas

Market Research Meets the “People Factor”

overall response rate was a respectable 44 percent. Each step led Zaltman and Deshpandé closer to several factors that they've determined can have a decisive effect on the use of market research. These factors include the purpose of the... View Details

Keywords: by Martha Lagace

08 Sep 2003
Research & Ideas

A Bold Proposal for Investment Reform

of view of the demand side. Why is this so? A: Much of the blame for the recent problems has fallen on those responsible for preparing information. The auditors and audit committee, in particular, are... View Details

Keywords: by Ann Cullen; Financial Services

11 Feb 2019
Research & Ideas

The Business of Saving the Planet

employees are demanding businesses take action. Even business managers who retain doubts about climate change must nevertheless account for the possibility in their risk planning. At Harvard Business School, which studies these issues... View Details

Keywords: by Sean Silverthorne; Energy; Green Technology

22 Feb 2000
Research & Ideas

The Mind of the Market: Extending the Frontiers of Marketing Thought

imagery and heard the stories behind the imagery, I saw that images represent quite complex thinking," he says now. "I was learning about the autobiographical nature of images. I also became interested in digital imaging technology, and saw that the use of the imagery... View Details

Keywords: by Martha Lagace

29 Jan 2013
Research & Ideas

Creating the Perfect Super Bowl Ad

tracking whether a person smiles, grins, or breaks out in laughter. Continuously measuring smile responses and facial cues allowed the team to determine a person's interest in viewing the ad and their intent to purchase the brand. The ad... View Details

Keywords: by Kim Girard; Advertising; Media & Broadcasting

12 Nov 2015
Research & Ideas

Can Consumers be Trusted with Their Own Health Care?

way she feels than the consumer,” he said. “While not every consumer is able or willing to take on responsibility for their health, most are.” In many ways, some patients already have a great deal of decision-making power—choosing, for... View Details

Keywords: by Dina Gerdeman; Health

23 Oct 2006
Research & Ideas

Will the “Long Tail” Work for Hollywood?

more concentrated, with fewer titles responsible for a large fraction of sales. From 2000 to 2005, the number of titles in the top 10 percent of sales dropped by half. “Even here, the news for the industry is rather mixed,” explains... View Details

Keywords: by Julia Hanna; Entertainment & Recreation

20 Jun 2012
Lessons from the Classroom

Teaching Leadership: What We Know

with unsubstantiated yet flourishing responses to the seemingly endless demand to grow better leaders. Despite leadership being so central to the core mission of many schools, there is surprisingly little... View Details

Keywords: by Scott A. Snook, Rakesh Khurana & Nitin Nohria; Education

02 Jun 2009
First Look

First Look: June 2, 2009

their help. This concern is particularly acute when making contributions to organizations that serve heterogeneous populations. While we have considerable evidence that donors are more generous if they know their assistance benefits a preferred group, we know little... View Details

Keywords: Martha Lagace

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

at any time. Researchers collaborating with Teixeira then measured the participants' emotional responses with a combination of eye-tracking technology and facial expression analysis software. Click to watch. The data showed that evoking... View Details

Keywords: by Carmen Nobel; Advertising

02 Oct 2013
What Do You Think?

Is Leadership an Increasingly Difficult Balancing Act?

management. While acknowledging the growing entrepreneurial demands on leadership, others also recognize the need to simultaneously defend "sustainable competitive advantage." The concept of ambidexterity championed by Michael... View Details