Interests Of Consumers - Publications - Faculty & Research - Harvard Business School

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November 2021
Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek

We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details

Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media

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1995
Chapter

Securities Transaction Taxes: What about International Experiences Migrating Markets?

By: John Y. Campbell and Kenneth A. Froot

Keywords: Corporation Taxation; Interest Deductibility; Cost of Capital; Taxation; Financing and Loans; Interest Rates; Corporate Finance

2017
Working Paper

The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

By: Ryan Hamilton and Uma R. Karmarkar

Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical... View Details

Keywords: Consumer Choice; Market Research; Decision Making Process; Decision; Marketing Research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research

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2014
Working Paper

Better Deals Through Level II Strategies: Advance Your Interests by Helping to Solve Their Internal Problems

By: James K. Sebenius

Many negotiators have constituencies that must formally or informally approve an agreement. Traditionally, it is the responsibility of each negotiator to manage the internal conflicts and constituencies on his or her own side. Far less familiar are the many valuable... View Details

Keywords: Strategy; Negotiation Tactics; Negotiation Participants; Negotiation Style

13 May 2014
News

Harnessing the Power of Peer Pressure

Keywords: social data; peer pressure; product launch; consumer behavior

18 Jul 2018
Blog Post

Amira Rashad: An Ambidextrous Mind Meets Consumer Needs in the Middle East

focusing the consumer experience on the shopping list, "we know what the customer is going to buy 70 to 80 percent of the time," says Amira. That knowledge informs BulkWhiz's supply chain management, giving... View Details

June 2023
Article

Regulatory Limits to Risk Management

Variable annuities, the largest liability of U.S. life insurers, are investment products containing long-dated minimum return guarantees. I show that guarantees with similar economic risks are treated differently by regulation and these differences impact insurers’... View Details

Keywords: Interest Rate Risk; Variable Annuities; Capital Regulation; Reinsurance; Derivatives; Risk Management; Interest Rates; Governing Rules, Regulations, and Reforms

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June 2011
Teaching Note

Reed Supermarkets: A New Wave of Competitors (Brief Case)

By: John A. Quelch and Carole Carlson

Teaching note for brief case 4296. View Details

Keywords: Consumer Marketing; Market Positioning; Market Segmentation; Demand and Consumers; Marketing Strategy; Competitive Strategy; Segmentation

July 2021
Article

The Effect of Price on Firm Reputation

By: Michael Luca and Oren Reshef

While a business's reputation can affect its pricing, prices can also affect its reputation. To explore the effect of prices on reputation, we investigate daily data on menu prices and online ratings from a large rating and ordering platform. We find that a price... View Details

Keywords: Pricing; Reputation Systems; IT Policy And Management; Economics Of Digital Platforms; Business Ventures; Reputation; Price; Consumer Behavior; Analysis

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2021
Working Paper

Limits to Bank Deposit Market Power

By: Juliane Begenau and Erik Stafford

Claims about the market power of bank deposits in the banking literature are numerous and far reaching. Recently, a causal narrative has emerged in the banking literature: market power in bank deposits, measured as imperfect pass-through of short-term market rates on... View Details

Keywords: Bank Deposits; Market Power; Net Interest Margin (NIM); Banks and Banking; Interest Rates; Risk and Uncertainty

2014
Article

Drivers and Dynamics of Online Word of Mouth

By: Frank Nagle and Christoph Riedl

Keywords: Online Word Of Mouth; Online Communities; Online Product Reviews; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Digital Marketing

May 2020
Article

To Be or Not to Be Your Authentic Self? Catering to Others' Expectations and Interests Hinders Performance

By: Francesca Gino, Ovul Sezer and Laura Huang

When approaching interpersonal first meetings (e.g., job interviews), people often cater to the target’s interests and expectations to make a good impression and secure a positive outcome such as being offered the job (pilot study). This strategy is distinct from other... View Details

Keywords: Authenticity; Catering; Honesty; Selection; Impression Management; Interpersonal Communication; Behavior; Performance

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January 2019 (Revised November 2020)
Case

Ribbon Home: iBacking for Real Estate

By: Marco Di Maggio and Sarah Gulick

In November 2018, Shaival Shah, the founder and CEO of Ribbon Home had to decide on the next steps for the company. Ribbon had introduced a program that backs consumers with cash offers without creating a loan structure in order to help them compete with iBuyers, such... View Details

Keywords: Consumers; Real Estate; Property; Finance; Digital Platforms; Business Model; Decision Making; Real Estate Industry; Technology Industry

July 2021
Article

Availability and Nutrient Composition of Vegetarian Items at U.S. Fast-Food Restaurants

By: Caroline G. Dunn, Mark J. Soto, Sophia V. Hua, Elizabeth A. Keenan, Lindsay M. Jaacks, Julia A. Wolfson and Sara N. Bleich

Research Questions: What are patterns in availability of vegetarian items in U.S. fast-food chains (2012 to 2018) and are there differences in nutrient composition between and within vegetarian and nonvegetarian items annually and over time?
Key Findings: In this... View Details

Keywords: Fast Food; Restaurants; Vegetarian; Consumer Health; Sodium; Food; Nutrition; Health; Food and Beverage Industry; United States

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May 2015
Case

Venture Republic, 2011

By: W. Carl Kester and Mayuka Yamazaki

In December 2011, the founders of Venture Republic, a Japanese developer and operator of on-line search engines for shopping and travel, faced a decison about whether or not to take the company private in a management buyout transaction just three years after an... View Details

Keywords: Management Buyout; MBO; Valuation Methodologies; Financing Decisions; Conflicts Of Interest; Governance; Japan; Search Engines; Going Private; Conflict of Interests; Internet and the Web; Valuation; Privatization; Financing and Loans; Corporate Governance; Web Services Industry; Japan

December 2009
Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong

Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details

Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry

June 2018 (Revised June 2018)
Case

Facebook Confronts a Crisis of Trust

By: William W. George and Amram Migdal

The case, “Facebook Confronts a Crisis of Trust,” starts with the crisis Facebook founder and CEO Mark Zuckerberg is facing in March 2018 over Cambridge Analytica’s accessing data from 87 million Facebook accounts in order to influence the 2016 U.S. Presidential... View Details

November 2022
Background Note

The Future of E-Commerce: Lessons from the Livestream Wars in China

By: Ayelet Israeli, Jeremy Yang and Billy Chan

This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of... 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

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

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