Publications

20 Jun 2018
News

Graphic images speak to consumers of sugary drinks

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

February 1996
Case

Spartan Stores Incorporated: Reengineering for Efficient Consumer Response

Describes an effort to rationalize operations at a leading grocery wholesaler, enabled by information systems. Spartan Stores, Inc., is cooperatively owned by its 238 retailers and, through training, consulting, systems support, and cost of goods efficiencies, strives... View Details

Keywords: Business or Company Management; Restructuring; Information Technology

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

Educators

1980
Article

Consumer Impulse Purchase and Credit Card Usage: An Empirical Examination Using the Log Linear Model

By: Rohit Deshpandé and S. Krishnan

Most of the work in impulse purchase behavior has investigated the association of socioeconomic variables and unplanned purchases with equivocal results. This paper examines the interrelationship between impulse purchases, credit card usage, cost of items bought, and... View Details

Keywords: Consumer Behavior; Mathematical Methods; Credit Cards; Income

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20 May 2016
News

How Retailers & Consumers Benefit from MAP Policy Enforcement

19 May 2022
News

Cratering Markets Blowing a Bigger Hole in Consumer Psychology

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

08 Nov 2017
News

As The Demand For Higher Education Rises, So Do College Admissions Standards

Article

Determining Segmentation in Sales Response Across Consumer Purchase Behaviors

By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth

Keywords: Segmentation; Sales; Customers; Behavior

2019
Working Paper

The Road Not Taken: Consumption of Unfamiliar Products Increases Feelings of Self-Discovery and Consumer Engagement

By: Dafna Goor, Grant Donnelly and Michael I. Norton

07 Jan 2025
Blog Post

Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands

$100mm to expand nationally, and has partnered with major retailers, developed products, launched campaigns, and digitized consumer experiences. With a passion for high-growth... View Details

Article

A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms

By: Rohit Deshpandé and Gerald Zaltman

January 1996
Article

Reducing the Cost of Demand Uncertainty through Accurate Response to Early Sales

By: A. Raman and M. Fisher

Keywords: Cost; Risk and Uncertainty; Sales

Article

A Consumer Guide to Six Introductory Organizational Behavior Textbooks

By: Leonard A. Schlesinger and Michael McCaskey

June 2009
Article

The Impact of Add-On Features on Consumer Product Evaluations

By: Marco Bertini, Elie Ofek and Dan Ariely

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

Keywords: Manufacturing; Production Capacity; Production Scheduling; Risk Management; Production; Performance Capacity; Manufacturing Industry

2016
Working Paper

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

Keywords: Corruption; Betrayal; Populism; Incompetence; Literacy; Crime and Corruption; Income; Ethics; Political Elections; Race; Residency

SSRN

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February 2005 (Revised June 2007)
Case

Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer

By: V. Kasturi Rangan and Rohithari Rajan

With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)--was under pressure to grow revenues and profits. HLL had a long and stellar record of... View Details

Keywords: Economy; Market Entry and Exit; Business Subsidiaries; Revenue; Profit; Market Participation; Programs; Rural Scope; Poverty; Multinational Firms and Management; Consumer Products Industry; Consumer Products Industry; India

Educators