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  • All HBS Web  (1,756)
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← Page 24 of 1,756 Results →
  • 2008
  • Working Paper

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
  • 2008
  • Chapter

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh

Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
  • 20 May 2019
  • Research & Ideas

Activist CEOs Are Rising Up—and Their Customers Are Listening

When former Starbucks CEO Howard Schultz announced earlier this year he was thinking about running for president of the United States, it wasn’t a new idea. Past CEOs seeking the White House have included Carly Fiorina, Ross Perot, Herman Cain, Steve Forbes, Mitt... View Details
Keywords: by Michael Blanding
  • November 2023 (Revised March 2024)
  • Technical Note

Customer Data Privacy

By: Eva Ascarza and Ta-Wei Huang
This note provides an overview of the evolving landscape of customer data privacy in 2023. It highlights two pivotal aspects that make privacy a central concern for businesses: building and maintaining customer trust and navigating the intricate regulatory... View Details
Keywords: Customer Relationship Management; Governance Compliance; Governing Rules, Regulations, and Reforms; Risk and Uncertainty; Reputation; Trust; Information Management; Retail Industry; Technology Industry; Financial Services Industry; Telecommunications Industry; Europe; United States
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Ascarza, Eva, and Ta-Wei Huang. "Customer Data Privacy." Harvard Business School Technical Note 524-005, November 2023. (Revised March 2024.)
  • 23 Oct 2018
  • First Look

New Research and Ideas, October 23, 2018

social issues unrelated to their core business, ranging from environmental issues to LGBT rights and race relations. In the first study of this phenomenon, we implement two field experiments to provide evidence View Details
Keywords: Dina Gerdeman
  • 27 Aug 2013
  • First Look

First Look: August 27

firm's business rather than the scale of the firm's prior lobbying efforts. These results support the existence of significant barriers to entry in the lobbying process. Download working paper:... View Details
Keywords: Sean Silverthorne
  • 2013
  • Chapter

The Global and the Local in the Beauty Industry: A Historical Perspective

By: G. Jones
This chapter explores the impact of the global beauty industry on beauty ideals. It shows that as the industry internationalized from the late nineteenth century, there was a homogenization of beauty ideals and practices around the world. Western and white beauty... View Details
Keywords: Business History; Globalization; History; Beauty and Cosmetics Industry; Asia; Europe; Latin America; Middle East; North and Central America; South America
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Jones, G. "The Global and the Local in the Beauty Industry: A Historical Perspective." Chap. 1 in Globalizing Beauty: Consumerism and Body Aesthetics in the Twentieth Century, edited by Hartmut Berghoff and Thomas Kuhne, 25–40. Worlds of Consumption. New York: Palgrave Macmillan, 2013.
  • June 2008
  • Case

Starbucks Coffee Company in the 21st Century

By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller
The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details
Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition
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Koehn, Nancy F., Marya Lisl Hill-Popper Besharov, and Katherine Miller. "Starbucks Coffee Company in the 21st Century." Harvard Business School Case 808-019, June 2008.
  • Research Summary

Overview

Professor MacKay combines theory and measurement to deliver new insights about price competition and consumer preferences. In current and published papers, his research addresses how strategic pricing decisions may be influenced by algorithms, long-term contracts,... View Details

Keywords: Price Effects; Competition Policy; Algorithms; Online Competition; Dynamic Pricing; Beliefs; Preferences; Preference Heterogeneity; Preference Measurement; Competition; Microeconomics; Strategy; Integration; Cooperation
  • 05 Jun 2019
  • Research & Ideas

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

effects of a proposed merger. “After a certain point, as we increase dynamic market power, horizontal market power decreases. What that means is that the effect of competition View Details
Keywords: by Kristen Senz; Energy
  • February 2021 (Revised May 2021)
  • Case

SafeGraph: Selling Data as a Service

By: Ramana Nanda, Abhishek Nagaraj and Allison Ciechanover
Set in January 2021, the CEO of SafeGraph, a four-year-old startup that sold Data as a Service, looked to the future. His aim was to become the most trusted source for data about a physical place. The company provided points of interest (POI) and foot traffic data on... View Details
Keywords: Data As A Service; Monetization; Pricing; Business Startups; Analytics and Data Science; Consumer Behavior; Analysis; Business Model; Health Pandemics; Information Industry; United States
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Nanda, Ramana, Abhishek Nagaraj, and Allison Ciechanover. "SafeGraph: Selling Data as a Service." Harvard Business School Case 821-082, February 2021. (Revised May 2021.)

    John F. Batter

    John Batter is a retired Litigation Partner in the Boston Office of Wilmer Cutler Pickering Hale and Dorr LLP where his practice focussed on on the defense of public and private companies and their directors and management against breach of fiduciary duty claims and... View Details

    • December 2018
    • Case

    Choosy

    By: Jeffrey J. Bussgang and Julia Kelley
    Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details
    Keywords: Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Influencer; Fast Fashion; Design; Customer Satisfaction; Customer Focus and Relationships; Decision Making; Cost vs Benefits; Innovation and Invention; Brands and Branding; Product Positioning; Demand and Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet and the Web; Mobile and Wireless Technology; Digital Platforms; Social Media; Technology Industry; Fashion Industry; North and Central America; United States; New York (state, US); New York (city, NY)
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    Bussgang, Jeffrey J., and Julia Kelley. "Choosy." Harvard Business School Case 819-054, December 2018.

      Ray A. Goldberg

      A native of North Dakota, Dr. Goldberg received his A.B. from Harvard University in 1948, his MBA from the Harvard Graduate School of Business Administration in 1950 and his Ph.D. in Agricultural Economics from the University of Minnesota in 1952.

      ... View Details

      Keywords: agribusiness; agriculture; fast food; food; food processing; forest products; grocery; high technology; information; restaurant; retailing; soft drink; textiles; tobacco; transportation; wholesale; wine
      • November 2000 (Revised October 2005)
      • Case

      TiVo

      TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product... View Details
      Keywords: Marketing Communications; Product Launch; Television Entertainment; Innovation and Invention; Electronics Industry
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      Wathieu, Luc R., and Michael Zoglio. "TiVo." Harvard Business School Case 501-038, November 2000. (Revised October 2005.)
      • Web

      Related Resources - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

      Thompson advertising agency. Melvin T. Copeland Papers Melvin Thomas Copeland was Professor of Marketing at HBS from 1919 to 1953 Instrumental in the development of the case method View Details
      • Research Summary

      Research and Publication Interests

      Michelle Craig McDonald is currently writing a Harvard Business School case study on the impact of the International Coffee Act on small producers. She is interested in early American economic development, especially the role of foreign trade and re-exported... View Details
      • 25 Apr 2017
      • First Look

      First Look at New Research, April 25

      expiration, and forum shopping. We find, moreover, that NPE litigation has a real negative impact on innovation at targeted firms: firms substantially reduce their innovative activity after settling with... View Details
      Keywords: Sean Silverthorne
      • 18 Jun 2018
      • Research & Ideas

      Warning: Scary Warning Labels Work!

      Marketers can make a bottle of sugar water look like golden elixir. Can health advocates sour the taste for consumers? (SteveDF) San Francisco is in a three-year battle with the American Beverage Industry over whether soda companies can... View Details
      Keywords: by Dina Gerdeman; Advertising; Public Relations

        Dennis A. Yao

        Dennis Yao is the Lawrence E. Fouraker Professor of Business Administration and Chair of the Doctoral Programs at Harvard Business School. He joined the faculty in 2004 after having been at the Wharton School, University of Pennsylvania. From 1991-1994 he served as... View Details

        Keywords: automotive; defense; federal government; high technology
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