Publications

15 Apr 2013
Research & Ideas

Solving the Search vs. Display Advertising Quandary

says Gupta. Two other findings, in fact, would appear to favor search ads instead. First of all, search ads seemed to have much longer-term effects than display ads—that is, money spent several weeks ago on... View Details

Keywords: by Michael Blanding; Advertising

22 Dec 2022
Blog Post

Climate Stories Episode #13: Democratizing Climate Returns - Nisha Desai (HBS 1997), Founder and CEO of Invest With Intention

continued, “If we can pool capital and use due diligence on the products, we can insure both high returns and impact. We’re democratizing impact investing, not just for impact... View Details

December 2005 (Revised January 2007)
Case

Ben & Jerry's: Preserving Mission & Brand within Unilever

By: James E. Austin and James Quinn

In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer... View Details

Keywords: Brands and Branding; Problems and Challenges; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Management Teams; Governing and Advisory Boards; Value Creation; Corporate Governance; Employee Relationship Management; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; United States

21 Jan 2009
First Look

First Look: January 21, 2009

sentiment. One explanation for this discrepancy is that consumers are motivated to use moral disengagement strategies to reduce cognitive dissonance when their desire for a product conflicts with their moral... View Details

Keywords: Martha Lagace

26 May 2009
Research & Ideas

Improving Market Research in a Recession

face added pressure to secure high-quality data and insights. I recommend that CMOs take the following seven steps to minimize the impact of reduced spending. Stay focused. Savvy marketers focus their... View Details

Keywords: by John Quelch

25 May 2020
Research & Ideas

Has Occupational Licensing Outlived Its Usefulness?

or she will pay. The study, Consumer Protection In An Online World: An Analysis Of Occupational Licensing, is the first to look together at what consumers care about and the... View Details

Keywords: by Martha Lagace; Service

January 2012 (Revised August 2020)
Case

The Swatch Group

By: Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer

In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential... View Details

Keywords: Marketing Strategy; Brands and Branding; Segmentation; Product Positioning; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry

16 Apr 2019
First Look

New Research and Ideas, April 16, 2019

increasingly used as a key input by firms, understanding its impact on productivity becomes critical. This study measures the firm-level productivity impact View Details

Keywords: Dina Gerdeman

Research Summary

My research draws upon social and cultural theories to address three important topics in marketing: branding strategy, organizing to deliver creative content, and cultural consumer behavior:

1)Branding Strategy: How are iconic brands built?

I have... View Details

Research Summary

Overview

Grant uses a combination of laboratory and field experiments to harness consumers' cognitive and affective resources to increase their well-being. Consumers make countless daily decisions in the pursuit of happiness -- whether and how to spend or save their money, what... View Details

Keywords: Well-being; Judgment And Decision Making; Health; Prosocial Behavior

May 2023
Case

Natural Gas in New England

By: Robin Greenwood, Richard S. Ruback and Gil Highet

Participants in the New England power market are exploring several strategies to meet the region's renewable power goals while also providing its residents with inexpensive and reliable electricity and heating fuel. New England was a first-mover into natural gas power... View Details

Keywords: Natural Gas; Energy; Energy Industry; United States; Massachusetts

2022
Working Paper

Pricing Power in Advertising Markets: Theory and Evidence

By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu

Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media... View Details

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07 Nov 2005
What Do You Think?

Is Less Becoming More?

want to capitalize on the first-movers' research and development. . . . Regardless of the type of complexity, whether product- or choice-related, the View Details

Keywords: by James Heskett; Consumer Products

12 Mar 2019
HBS Seminar

Giorgos Zervas, Boston University

07 Dec 2010
First Look

First Look: Dec. 7

(EV) reporting by firms with life insurance operations to assess the impact of unregulated financial reporting on transparency and to examine the institutional characteristics... View Details

Keywords: Sean Silverthorne

April 2009 (Revised August 2009)
Case

Backchannelmedia: Making Television 'Clickable'

By: Sunil Gupta, Kavita Shukla and Zachary Scott Clayton

Backchannelmedia (BCM), a three-year-old start-up, intended to completely disrupt the world of advertising by transforming the way Americans watched television. BCM had developed a technology to make television "clickable," enabling viewers to interact with the content... View Details

Keywords: Entrepreneurship; Investment; Disruptive Innovation; Technological Innovation; Marketing Strategy; Partners and Partnerships; Competition

24 Jun 2016
News

Is It Safe for CEOs to Voice Strong Political Opinions?

19 Aug 2019
Blog Post

Investing in Breakthrough Technologies to Lead the Energy Transition

reduce its net carbon footprint and gain knowledge to scale Shell’s new energy business. Being part of these endeavors that have such a positive impact on our planet has been... View Details

Keywords: Manufacturing; Technology

July 2021
Article

Energy Efficiency and Electricity Reliability

By: Eliana Carranza and Robyn C. Meeks

Overloaded electrical systems are a major source of unreliable power. Using a randomized saturation design, we estimate the impact of compact fluorescent lamps (CFLs) on electricity reliability and household electricity consumption in the Kyrgyz Republic. Greater... View Details

Keywords: Energy; Technology Adoption; Green Technology; Consumer Behavior; Utilities Industry; Kyrgyzstan

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