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  • 26 May 2009
  • Research & Ideas

Improving Market Research in a Recession

often be greater. Brand preferences and consumption levels in emerging markets such as China, India, and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as... View Details
Keywords: by John Quelch
  • Career Coach

Nicole Ledoux

Nicole (HBS '08) is Co-founder/CEO of 88 Acres, a Consumer Products company in the Natural Food space. She has experience in brand building, business development, new product launch, fundraising & financing as well as manufacturing.... View Details
Keywords: Consumer Products; Consumer Products; Consumer Products; Consumer Products
  • Research Summary

Moving Beyond Direct-to-Consumer

By: Leonard A. Schlesinger

Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

The... View Details

  • Research Summary

Overview

By: Rohit Deshpande
Customer Centricity Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high... View Details
  • March 2023
  • Article

Reaching for Rigor and Relevance: Better Marketing Research for a Better World

By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change,... View Details
Keywords: COVID-19 Pandemic; Marketing; Social Issues; Corporate Social Responsibility and Impact; Business and Community Relations; Research
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  • 17 Jul 2007
  • First Look

First Look: July 17, 2007

film rental and return patterns of a sample of online DVD rental customers over a period of four months. We predict and find that people are more likely to rent DVDs in one order and return them in the reverse order when should DVDs... View Details
Keywords: Martha Lagace
  • 09 Apr 2013
  • HBS Seminar

Andrew Stephen, University of Pittsburgh

    Kris Johnson Ferreira

    Kris Ferreira is the Edgerley Family Associate Professor of Business Administration in the Technology and Operations Management (TOM) Unit. She teaches the Supply Chain Management course in the MBA elective curriculum and analytics in numerous Executive Education... View Details

    Keywords: retailing
    • 24 Feb 2009
    • First Look

    First Look: February 24, 2009

    Mylan, opposed the deal and sued Perry for alleged vote buying. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=209097 Online Restaurant Promotions Harvard Business School Case 909-034 A variety of... View Details
    Keywords: Martha Lagace
    • 28 May 2014
    • Working Paper Summaries

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

    Keywords: by Benjamin Edelman
    • October 1971 (Revised June 1985)
    • Case

    Fisher-Price Toys, Inc.

    Reviews new product introduction and pricing decisions for a riding toy designed for preschool children. Designed to provide background in buyer behavior, market analysis, and corporate strategy. View Details
    Keywords: Corporate Strategy; Consumer Behavior; Product Launch; Consumer Products Industry
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    • April 2020
    • Article

    Collective Emotions

    By: Amit Goldenberg, David Garcia, Eran Halperin and James J. Gross
    When analyzing situations in which multiple people are experiencing emotions together—whether the emotions are positive or negative and whether the situations are online or offline—we are intuitively drawn to the emotions of each individual in the situation. However,... View Details
    Keywords: Emotions; Social Psychology
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    • 19 May 2014
    • Research & Ideas

    Why Companies Should Compete for Your Privacy

    receive lower prices in return but also because, in some cases,firms provide better service. A: There are many examples of how firms exploit consumer personal information to improve online services.... View Details
    Keywords: by Dina Gerdeman; Consumer Products
    • 10 Sep 2014
    • HBS Seminar

    Ben Edelman, Harvard Business School

    • 17 Mar 2015
    • Research & Ideas

    Where Did My Shopping Mall Go?

    are that retailers will reduce store count and also reduce the size of those locations as online commerce begins to satisfy more and more demand. What is to become of all this retail space? How do consumers... View Details
    Keywords: by Sean Silverthorne; Retail
    • 18 Oct 2018
    • Research & Ideas

    How to Use Free Shipping as a Competitive Weapon

    price remains a primary determinant of whether a consumer will buy a product, free shipping provides an added enhancement for online merchants to consider. Shoppers are only one-tenth as sensitive to... View Details
    Keywords: by Kristen Senz; Retail
    • 2020
    • Working Paper

    Reinventing Retail: The Novel Resurgence of Independent Bookstores

    By: Ryan Raffaelli
    This study examines how community-based brick-and-mortar retailers can achieve sustained market growth in the face of online and big box retail competition. The appearance of Amazon.com in 1995 led to a significant decline in the number of independent bookstores in the... View Details
    Keywords: Bookstores; Competitive Strategy; Business and Community Relations; Customization and Personalization; Growth and Development; Retail Industry; United States
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    • Research Summary

    Dissertation - Social Structure and Mechanisms of Collective Production:Evidence from Wikipedia

    Andreea's dissertation research examines social networks in the setting of collective production,  defined as collective action oriented towards production of collective goods - goods available for consumption by all members of a group whenever they... View Details

    • 24 Feb 2014
    • Research & Ideas

    Uncovering Racial Discrimination in the ‘Sharing Economy’

    The "sharing economy" is a burgeoning business model in which people offer their personal belongings and personal services to others, usually through online marketplaces that facilitate the transactions. It seems absolutely egalitarian at... View Details
    Keywords: by Carmen Nobel; Construction; Real Estate; Advertising
    • 25 Sep 2007
    • First Look

    First Look: September 25, 2007

    Obscurity: An Individual-Level Examination of 'Long Tail' Consumption Author:Anita Elberse Abstract The idea that online channels facilitate the distribution of a vast assortment of products is undisputed, but what consequence the... View Details
    Keywords: Martha Lagace