Publications

11 Nov 2014
First Look

First Look: November 11

reached their limits; third, some products affecting the health and rights of the people as well as the related entities' behavior are challenging the legal and moral bottom line. These three aspects are required to establish a new... View Details

Keywords: Sean Silverthorne

October 1989
Background Note

Managing Major Accounts

By: Frank V. Cespedes

Written as an introduction to a module in the second-year MBA course, Marketing Implementation. Discusses issues encountered in the selling and management of major accounts. The topics covered include: 1) reasons for the increasing importance of major account... View Details

Keywords: Accounting Audits; Marketing; Marketing Strategy; Consumer Behavior; Market Participation; Relationships; Salesforce Management

February 2005 (Revised May 2005)
Case

Intelliseek

Intelliseek harvests, filters, and mines the content of messages posted by consumers online and on discussion boards and blogs. For any specified consumer product brand, Intelliseek measures the volume of work-of-mouth and its valence (proportion of positive and... View Details

Keywords: Internet and the Web; Information Technology; Consumer Behavior; Knowledge Management; Marketing Reference Programs; Web Services Industry

16 Jan 2006
Research & Ideas

What Customers Want from Your Products

researcher then spent a long day in a restaurant seeking to understand the jobs that customers were trying to get done when they hired a milk shake. He chronicled when each milk shake was bought, what other products the customers purchased, whether these View Details

Keywords: by Clayton M. Christensen, Scott Cook & Taddy Hall; Consumer Products

2023
Working Paper

The Complexity of Economic Decisions

By: Xavier Gabaix and Thomas Graeber

We propose a theory of the complexity of economic decisions. Leveraging a macroeconomic framework of production functions, we conceptualize the mind as a cognitive economy, where a task’s complexity is determined by its composition of cognitive operations. Complexity... View Details

Keywords: Decisions; Complexity; Perception; Consumer Behavior; Production

Read Now

December 2017 (Revised March 2019)
Case

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart

Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

February 2022 (Revised April 2024)
Case

Aleph Farms: A New Culture of Meat

By: Elie Ofek and Jeff Huizinga

Aleph Farms, an Israeli food-tech start-up, was hoping to play a major role in disrupting the conventional meat sector. Compared to intensive agricultural practices, Aleph’s cultured (or lab-grown) meat solution held the promise of considerably reducing greenhouse gas... View Details

December 2019 (Revised March 2020)
Case

Impossible Foods

By: Jose B. Alvarez and Natalie Kindred

Impossible Foods founder and CEO Pat Brown started the company out of concern over livestock production’s impact on climate change. Impossible’s mission is to end consumption of animals by 2035, and its strategy is to develop and market plant-based foods so similar to... View Details

27 Aug 2013
First Look

First Look: August 27

cost reducing behaviors relative to those insured under a traditional plan with deductibles and coinsurance and measures consumer preferences between the two plans. The surveys provide strong evidence that... View Details

Keywords: Sean Silverthorne

December 2009 (Revised December 2012)
Case

Sony and the JK Wedding Dance

By: John Deighton and Leora Kornfeld

Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the... View Details

Keywords: Music Entertainment; Copyright; Marketing Strategy; Consumer Behavior; Network Effects; Social and Collaborative Networks; Internet; Music Industry

12 Nov 2013
First Look

First Look: November 12

Publications November 2013 Journal of Consumer Research The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity By: Bellezza, Silvia, Francesca Gino, and Anat Keinan Abstract—We examine how people react to... View Details

Keywords: Sean Silverthorne

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

consumer trust is no longer a brand; it is merely a name. The Merrill Lynch brand is unlikely to ever recover and Bank of America should drop it. Merrill Lynch is no longer a brand. Both before and after the collapse of the Internet... View Details

Keywords: by John Quelch; Banking; Financial Services

25 Apr 2017
First Look

First Look at New Research, April 25

Economics & Management Strategy Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior By: Prince, Jeffrey, and Shane Greenstein Abstract—The television industry is... View Details

Keywords: Sean Silverthorne

March 2023
Case

Ransomware Attack at Colonial Pipeline Company

By: Suraj Srinivasan and Li-Kuan Ni

On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in... View Details

January 2015 (Revised July 2019)
Case

CVS Health: Promoting Drug Adherence

By: Leslie John, John Quelch and Robert Huckman

Email mking@hbs.edu for a courtesy copy.

The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from a societal, public policy, and firm... View Details