Publications

Educators

March 1995
Case

Procter & Gamble: Improving Consumer Value Through Process Redesign

The evolution of Procter & Gamble's development of efficient consumer response (ECR) involved a series of trials, a resolve to distribute diapers on the basis of product movement, a conscious effort to move to a new means of distribution across all lines, a first cut... View Details

Keywords: Technology; Organizational Change and Adaptation; Customer Value and Value Chain; Consumer Products Industry

Educators

29 Jul 2022
News

Will Demand for Women Executives Finally Shrink the Gender Pay Gap?

December 2012
Article

Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

By: Jill Avery

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details

Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Consumer Products Industry; Consumer Products Industry

01 Nov 2019
News

Evolution of the consumer focus in healthcare

May 2021
Teaching Note

American Airlines' Value Pricing (Abridged)

By: Sunil Gupta and Alvin J. Silk

Teaching Note for HBS Case No. 519-019. View Details

Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry

2016
Chapter

Secondary Markets, Demand Revival, and Firm Performance: Exploratory Analyses in the Vintage Timepiece Auctions Market

By: Kim Claes and Ryan Raffaelli

1998
Chapter

Matching Supply with Demand in Supply Chains: The Impact of Factor Markets and Mismatched Incentives

By: A. Raman

Keywords: Supply Chain Management; Motivation and Incentives

04 Dec 2007
Working Paper Summaries

Dynamics of Platform Competition: Exploring the Role of Installed Base, Platform Quality and Consumer Expectations

Keywords: by Feng Zhu & Marco Iansiti; Entertainment & Recreation

September 1986 (Revised February 1991)
Case

Graves Industries, Inc. (C): Consumer Hardware Division

Describes events occurring over a three-year period in a division of Graves Industries. The division is being squeezed for profit, and managers in the division get involved in some fraudulent financial reporting schemes involving revenues and capitalization of... View Details

Keywords: Earnings Management; Crime and Corruption; Ethics; Financial Reporting

Educators

April 3, 2020
Article

How Hospitals Can Manage Supply Chain Shortages as Demand Surges

By: Richard M.J. Bohmer, Gary P. Pisano, Raffaella Sadun and Thomas C. Tsai

The best practices in supply chain and operations management can help health care providers cope with the surge in patients and the supply shortages. They will help them create a comprehensive strategy aimed at both the demand- and supply-side roots of the problem. The... View Details

Keywords: Hospitals; Health Pandemics; Health Care and Treatment; Supply Chain Management; Operations; Management; Strategy

2008
Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details

Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions

Find at Harvard

2002
Working Paper

The Rise of Consumer Politics: Market Institutions and Product Choice in Postwar France and Germany

By: Gunnar Trumbull

2005
Chapter

Consumer Identity Motives in the Information Age

By: John Deighton

Keywords: Consumer Behavior; Motivation and Incentives; Identity; Behavior

20 Apr 2017
Cold Call Podcast

Making Health Insurance That Consumers Actually Like

Keywords: Re: Regina E. Herzlinger; Insurance; Health

2012
Article

Do Voters Demand Responsive Governments? Evidence from Indian Disaster Relief

By: Shawn Cole, Andrew Healy and Eric Werker

Using rainfall, public relief, and election data from India, we examine how governments respond to adverse shocks and how voters react to these responses. The data show that voters punish the incumbent party for weather events beyond its control. However, fewer voters... View Details

Keywords: Political Elections; System Shocks; Natural Disasters; Policy; Motivation and Incentives; Public Opinion; India

Find at Harvard

24 Oct 2011
Research & Ideas

The Yelp Factor: Are Consumer Reviews Good for Business?

In recent years, consumer review sites including Yelp, Citysearch, and TripAdvisor have become the first stop for recommendations on everything from dinner to dentists. Along the way, they've earned a loyal... View Details

Keywords: by Michael Blanding; Food & Beverage

22 Nov 2011
News

As Layoffs Rise, Stock Buybacks Consume Cash

2002
Article

Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality

By: Youngme Moon

Keywords: Identity; Customers; Customer Focus and Relationships