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  • May 2009 (Revised December 2009)
  • Teaching Note

Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)

By: John A. Quelch and Heather Beckham
Teaching Note to Briefcase 4128 View Details
Keywords: Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Marketing Channels; Mathematical Methods; Advertising; Budgets and Budgeting; Product Marketing; Communication Strategy
Related
  • 01 Dec 2010
  • News

Money and Markets Dominate New Course Offerings

business or investing in emerging markets. New half-courses The Art of Marketing Science is intended for students interested in gaining a deeper understanding of consumer behavior and, most importantly,... View Details
Keywords: curriculum
  • April 2011
  • Supplement

Designs by Kate: The Power of Direct Sales, Faculty Spreadsheet (Brief Case)

By: John A. Deighton and Sarah Abbott
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Sales
Related
  • September 2024 (Revised October 2024)
  • Case

River Remedy: Navigating Mississippi’s Medical Marijuana Market

By: Robin Greenwood, Richard S. Ruback and Robert Ialenti
MBA student William Chism, the founder of a fully integrated medical marijuana company based in Mississippi, must respond to a significant disruption in the fledgling industry. In late 2023, Rapid Analytics, one of two active licensed testing facilities, has its... View Details
Keywords: Plant-Based Agribusiness; Business Growth and Maturation; Forecasting and Prediction; Microeconomics; Local Range; Government Legislation; Demand and Consumers; Supply and Industry; Competitive Strategy; Governance Controls; Consumer Products Industry; Consumer Products Industry; Mississippi
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  • July 2021
  • Article

Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market

By: Hui Li and Feng Zhu
Platform competition is shaped by the likelihood of multi-homing (i.e., complementors or consumers adopt more than one platform). To take advantage of multi-homing, platform firms often attempt to motivate their rivals’ high-performing complementors to adopt their own... View Details
Keywords: Platform Competition; Multi-homing; Information Transparency; Daily Deals; Groupon; LivingSocial; Digital Platforms; Information; Competition
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  • Web

Hands-on Learning About Global Markets | MBA

Hands-on Learning About Global Markets By Jennifer Gillespie on September 21, 2023 Share via Facebook Share via LinkedIn Print Share via email The challenge posed to students in HBS’s FIELD Global Capstone (FGC) course sounds a bit like a... View Details
  • June 2014
  • Article

Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims

By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details
Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Consumer Products Industry; Consumer Products Industry
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    The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography

    We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

    • March 2022
    • Case

    GrowSari (A): Design for the Last Mile Customer

    By: Brian Trelstad, Cam Carag and Michi Ferreol
    Reymund (ER) Rollan and Shivapratim (Shiv) Choudhury, founders of the digital technology platform GrowSari, were at a crossroads. The feedback from their initial product roll-out were not what they had expected, and they needed to decide how to proceed. The pair,... View Details
    Keywords: Fast Moving Consumer Goods; Product Launch; Information Technology; Analytics and Data Science; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Philippines
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    • 28 May 2014
    • Working Paper Summaries

    Leveraging Market Power Through Tying and Bundling: Does Google Behave Anti-Competitively?

    Keywords: by Benjamin Edelman
    • 2012
    • Chapter

    Banking on Consumer Credit: Explaining Patterns of Household Borrowing in the United States and France

    By: J. Gunnar Trumbull
    Keywords: Credit; Commercial Banking; Personal Finance; Borrowing and Debt; Financing and Loans; Consumer Behavior; Banking Industry; United States; France
    Related
    • March 2022
    • Supplement

    GrowSari (B)

    By: Brian Trelstad, Cam Carag and Michi Ferreol
    Case supplement for HBS Case No. 322-036. Reymund (ER) Rollan and Shivapratim (Shiv) Choudhury, founders of the digital technology platform GrowSari, were at a crossroads. The feedback from their initial product roll-out were not what they had expected, and they needed... View Details
    Keywords: Fast Moving Consumer Goods; Product Launch; Information Technology; Analytics and Data Science; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Philippines
    Related
    • April 2011
    • Teaching Note

    Designs by Kate: The Power of Direct Sales (Brief Case)

    By: John A. Deighton and Sarah Abbott
    Teaching Note to 4277. View Details
    Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales
    Related
    • Web

    Buy Now, Pay Later: The Secondary Credit Market

    HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Introduction Credit in Pre-Industrial Society Credit and the Market Economy: The Rise of... View Details
    • Research Summary

    Overview

    By: Mark L. Egan
    When considering how households make investment decisions, Professor Egan became intrigued by the question, “What makes a bank ‘special’ when compared to other lending institutions?” Focusing on empirical industrial organization with applications to finance and... View Details
    • 18 Sep 2017
    • Research & Ideas

    'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

    marketers are feeling pressure to show ROI.” Still, since those first Facebook ads were posted in 2004, social media has proven itself a valuable tool for helping companies create consumer perceptions about... View Details
    Keywords: by Dina Gerdeman; Advertising; Technology
    • November 2014
    • Case

    Nestlé SA, 2014

    By: John R. Wells and Galen Danskin
    In 2014, Nestlé was the largest producer of packaged foods and beverages in the world. 2013 revenues were $103.7 billion and operating profits $16.1 billion (15.5% of sales). The company owned 29 mega brands, each generating more than Euro 1 billion ($1.25 billion).... View Details
    Keywords: Consumer Products; Acquisitions; Strategy; Goods and Commodities; Nutrition; Emerging Markets; Corporate Social Responsibility and Impact; Competitive Strategy; Consumer Products Industry; Europe
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    • April 2013
    • Article

    In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard

    By: Elie Ofek and Jill Avery
    The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys,... View Details
    Keywords: Innovation; Growth Strategy; Consumer Marketing; Marketing; Brand Management; Market Research; New Product Development; Marketing Management; Technology Commercialization; Technology; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America; United States
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    • 1980
    • Article

    Consumer Impulse Purchase and Credit Card Usage: An Empirical Examination Using the Log Linear Model

    By: Rohit Deshpandé and S. Krishnan
    Most of the work in impulse purchase behavior has investigated the association of socioeconomic variables and unplanned purchases with equivocal results. This paper examines the interrelationship between impulse purchases, credit card usage, cost of items bought, and... View Details
    Keywords: Consumer Behavior; Mathematical Methods; Credit Cards; Income
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    • 2016
    • Book

    Consumers, Corporations, and Public Health: A Case-Based Approach to Sustainable Business

    By: John A. Quelch
    The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare.

    Consumers, Corporations, and Public... View Details
    Keywords: Consumer; Corporate Culture; Public Health; Consumer Behavior; Marketing Strategy; Corporate Strategy; Health; Innovation and Invention; Innovation and Management; Supply Chain Management; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Asia; Oceania; North and Central America; Middle East; Latin America; Europe
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