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Show Results For
- All HBS Web
(8,606)
- People (21)
- News (1,755)
- Research (5,669)
- Events (73)
- Multimedia (77)
- Faculty Publications (3,961)
- May 2008
- Teaching Note
Disney Consumer Products: Marketing Nutrition to Children (TN)
By: David E. Bell and Mary L. Shelman
Teaching Note for [507-006]. View Details
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. The consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
- 29 Jun 2021
Women in Industry Series: Retail & Consumer Goods
Please join faculty member Dr. Jill Avery as she moderates a panel of HBS women making a difference in the retail and consumer goods space. Learn about their experiences and... View Details
- June 2010 (Revised July 2011)
- Case
Classic Knitwear and Guardian: A Perfect Fit?
By: John A. Quelch and Patricia Girardi
Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details
Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Apparel and Accessories Industry; Apparel and Accessories Industry
Quelch, John A., and Patricia Girardi. "Classic Knitwear and Guardian: A Perfect Fit?" Harvard Business School Brief Case 104-217, June 2010. (Revised July 2011.)
- 08 Mar 2022
- News
Remote-Work Experts Are in Demand as Return to Office Begins Anew
- 2012
- Chapter
Banking on Consumer Credit: Explaining Patterns of Household Borrowing in the United States and France
Keywords: Credit; Commercial Banking; Personal Finance; Borrowing and Debt; Financing and Loans; Consumer Behavior; Banking Industry; United States; France
Trumbull, J. Gunnar. "Banking on Consumer Credit: Explaining Patterns of Household Borrowing in the United States and France." Chap. 7 in The Development of Consumer Credit in Global Perspective: Business, Regulation, and Culture, edited by Jan Logemann. New York: Palgrave Macmillan, 2012.
- August 2012
- Article
Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness
By: Andrew Gershoff, Ran Kivetz and Anat Keinan
Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm... View Details
Keywords: Brands and Branding; Production; Competency and Skills; Welfare or Wellbeing; Cost vs Benefits; Perception; Customers; Performance Evaluation; Fairness; Business Ventures
Gershoff, Andrew, Ran Kivetz, and Anat Keinan. "Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness." Journal of Consumer Research 39, no. 2 (August 2012): 382–398. (Selected in 2017 for JCR Research Curations on “Behavioral Pricing”.)
- 2015
- Chapter
Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference
By: Neeru Paharia, Jill Avery and Anat Keinan
In this chapter, we explore how brands' relationships with their competitors affect consumers' preferences. Through a series of experiments, we show that the competitive context in which a brand operates can affect consumers' purchase interest and purchase frequency.... View Details
Keywords: Brand Management; CRM; Customer Relationship Management; Marketing Strategy; Marketing; Brands and Branding; Customer Focus and Relationships; Competition; Consumer Products Industry
Paharia, Neeru, Jill Avery, and Anat Keinan. "Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference." Chap. 2 in Strong Brands, Strong Relationships, edited by Susan Fournier, Michael Breazeale, and Jill Avery. Abingdon, UK: Routledge, 2015.
- 20 May 2016
- News
How Retailers & Consumers Benefit from MAP Policy Enforcement
- January 1996
- Article
Reducing the Cost of Demand Uncertainty through Accurate Response to Early Sales
By: A. Raman and M. Fisher
Raman, A., and M. Fisher. "Reducing the Cost of Demand Uncertainty through Accurate Response to Early Sales." Operations Research 44, no. 4 (January 1996): 87–99.
- 1998
- Working Paper
Why Is There So Much Demand for Foreign Equity Capital in China? An Institutional and Policy Perspective
Huang, Yasheng. "Why Is There So Much Demand for Foreign Equity Capital in China? An Institutional and Policy Perspective." Harvard Business School Working Paper, No. 99-055, October 1998.
- 19 May 2022
- News
Cratering Markets Blowing a Bigger Hole in Consumer Psychology
- Article
Populism and the Return of the 'Paranoid Style': Some Evidence and a Simple Model of Demand for Incompetence as Insurance against Elite Betrayal
By: Rafael Di Tella and Julio J. Rotemberg
We present a simple model of populism as the rejection of “disloyal” leaders. We show that adding the assumption that people are worse off when they experience low income as a result of leader betrayal (than when it is the result of bad luck) to a simple voter choice... View Details
Di Tella, Rafael, and Julio J. Rotemberg. "Populism and the Return of the 'Paranoid Style': Some Evidence and a Simple Model of Demand for Incompetence as Insurance against Elite Betrayal." Journal of Comparative Economics 46, no. 4 (December 2018): 988–1005.
- June 2010
- Teaching Note
FoldRite Furniture Company: Planning to Meet a Surge in Demand (Brief Case)
By: Steven C. Wheelwright and Afarin Bellisario
Teaching Note for 4555. View Details
- Article
Determining Segmentation in Sales Response Across Consumer Purchase Behaviors
By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth
Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. "Determining Segmentation in Sales Response Across Consumer Purchase Behaviors." Journal of Marketing Research (JMR) 35, no. 2 (May 1998): 189–197.
- 07 Jan 2002
- What Do You Think?
Did Consumer Behavior Tracking Come of Age on September 11?
Summing Up September 11 was no "tipping point" for acceleration in the loss of privacy. That's the conclusion to be drawn from responses to this month's column. Rather the loss of privacy is a natural product of the information age View Details
Keywords: by James Heskett
- 29 Jun 2015
- News