Demand and Consumers - Publications - Faculty & Research - Harvard Business School

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Forthcoming
Article

The Imperfect Intermediation of Money-Like Assets

By: Jeremy C. Stein and Jonathan Wallen

We study supply-and-demand effects in the U.S. Treasury bill market by comparing the returns on T-bills to the administered policy rate on the Federal Reserve’s reverse repurchase (RRP) facility. In spite of the arguably more money-like properties of an investment in... View Details

Keywords: Debt Securities; Demand and Consumers; Price

May 2022
Article

Complex Disclosure

By: Ginger Zhe Jin, Michael Luca and Daniel Martin

We present evidence that unnecessarily complex disclosure can result from strategic incentives to shroud information. In our lab experiment, senders are required to report their private information truthfully, but can choose how complex to make their reports. We find... View Details

Keywords: Disclosure; Experiments; Naiveté; Overconfidence; Corporate Disclosure; Policy; Information; Complexity; Strategy; Consumer Behavior

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October 2003 (Revised February 2004)
Case

Cape Wind

By: John T. Gourville and Kerry Herman

Cape Wind has proposed placing a 170-tower wind farm, with each tower more than 400-feet tall, in Nantucket Sound. Not surprisingly, public reaction is mixed. Some view the wind farm as clean, renewable energy. Others view it as an eyesore and a desecration of a valued... View Details

Keywords: Change Management; Renewable Energy; Consumer Behavior; Problems and Challenges; Natural Environment; Behavior; United States

September–October 2013
Article

The Dynamic Advertising Effect of Collegiate Athletics

By: Doug J. Chung

I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details

Keywords: Choice Modeling; Entertainment Marketing; Heterogeneity; Panel Data; Structural Modeling; Rights; Analytics and Data Science; Higher Education; Ethics; Consumer Behavior; Advertising; Sports; Advertising Industry; Education Industry

October 1995 (Revised January 1998)
Case

Cybersmith

Cybersmith is a new company that has created a new retailing concept. This particular store has been reported in over 250 newspapers, and by every major American television network. Some would classify it as an on-line cafe, but management has positioned the store as... View Details

Keywords: Marketing Strategy; Joint Ventures; Consumer Behavior; Product Marketing; Innovation and Invention; Retail Industry; Cambridge

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August 2019 (Revised February 2020)
Case

New Hope Liuhe: Building an Integrated Agri-Food Business

By: Forest L. Reinhardt, Shu Lin, Natalie Kindred and Nancy Hua Dai

In October 2018, LIU Chang (Angela), chairman of Beijing-based New Hope Liuhe (NHL), was considering the strategy of the firm. With $9 billion in sales and a presence in nearly 20 countries, NHL was China’s largest animal feed producer and a major pork and poultry... View Details

September 22, 2023
Article

How Software Companies Can Avoid the Trap of Product-Led Growth

By: Jeffrey J. Bussgang and Oliver Jay

Companies like Slack and Dropbox have pioneered the use of Product-Led Growth (PLG). They start by building a product that’s indispensable for small teams, then count on low friction and customer advocates to expand throughout the organization. PLG works, at least at... View Details

Keywords: Growth and Development Strategy; Product; Network Effects; Business Strategy

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February 1996
Case

Chadwick, Inc.: The Balanced Scorecard (Abridged)

By: Robert S. Kaplan

The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten years to bring a new product to the marketplace and the division depends on good relations and active feedback from its... View Details

Keywords: Balanced Scorecard; Research and Development; Product Launch; Commercialization; Consumer Behavior; Customer Focus and Relationships; Performance Evaluation; Pharmaceutical Industry

07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

some of those consumer eyeballs. In "Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing," forthcoming in Marketing Science, Teixeira and coauthors Michel Wedel of... View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

2012
Chapter

Structuring Consulting Firms

By: Tim Morris, Heidi K. Gardner and N. Anand

This chapter presents a model of the way in which consulting and other professional-service firms organize themselves and grow. We will argue that the fundamental structural-design challenge for consulting firms, like other professional firms, is to adapt appropriately... View Details

Keywords: Experience and Expertise; Management Practices and Processes; Demand and Consumers; Service Operations; Organizational Design; Organizational Structure; Projects; Groups and Teams; Consulting Industry; Service Industry

March 2011
Article

Do Sell-Side Stock Analysts Exhibit Escalation of Commitment?

By: John Beshears and Katherine L. Milkman

This paper presents evidence that when an analyst makes an out-of-consensus forecast of a company's quarterly earnings that turns out to be incorrect, she escalates her commitment to maintaining an out-of-consensus view on the company. Relative to an analyst who was... View Details

Keywords: Escalation Of Commitment; Stock Market; Updating; Behavioral Economics; Motivation and Incentives; Behavior; Consumer Behavior; Financial Markets; Forecasting and Prediction

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August 2018 (Revised September 2018)
Case

Predicting Purchasing Behavior at PriceMart (A)

By: Srikant M. Datar and Caitlin N. Bowler

This case follows VP of Marketing, Jill Wehunt, and analyst Mark Morse as they tackle a predictive analytics project to increase sales in the Mom & Baby unit of a nationally recognized retailer, PriceMart. Wehunt observed that in the midst of the chaos that surrounded... View Details

Keywords: Data Science; Analytics and Data Science; Analysis; Consumer Behavior; Forecasting and Prediction

August 2022
Case

SuperRare: Turning an NFT Marketplace into a DAO

By: Jeffrey J. Bussgang, Scott Duke Kominers and Amy Klopfenstein

In June 2021, John Crain and Jonathan Perkins, the founders of SuperRare, a marketplace for non-fungible tokens (NFTs), contemplate whether to transform their company into a decentralized autonomous organization (DAO). Crain and Perkins founded SuperRare in 2018 to... View Details

07 Mar 2007
Research & Ideas

How Do You Value a “Free” Customer?

Businesspeople understand that not all customers are created equal—the 80-20 rule suggests that over time a small percentage of a company's customer base can generate a high percentage of its sales and profit. Models for calculating... View Details

Keywords: by Sarah Jane Gilbert; Web Services

December 1998 (Revised April 1999)
Case

Mind of the Market: Constructive Memory Processes, Primer Nine

By: Gerald Zaltman and Kathryn A. Braun

Keywords: Markets; Research; Consumer Behavior

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March 2006
Background Note

Influencing Customer Behavior in Service Operations

By: Frances X. Frei and Amy C. Edmondson

Explores ways in which service firms can influence the behavior of their customers. Drawing from research on employee motivation and applying it to customer motivation, the note describes two levels of managerial control: instrumental control, which shapes behavior... View Details

Keywords: Customers; Governance Controls; Consumer Behavior; Service Operations; Emotions; Motivation and Incentives; Power and Influence; Service Industry

June 2010
Article

The Pathologies of Online Display Advertising Marketplaces

By: Benjamin Edelman

Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a... View Details

Keywords: Misleading and Fraudulent Advertising; Online Advertising; Cost; Corporate Accountability; Information Publishing; Consumer Behavior; Relationships; Web Sites

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27 Jul 2011
Research & Ideas

Customer Loyalty Programs That Work

The customer rewards cards that clutter wallets and clog key chains of many a shopper may soon be no more, as retailers move from physical to digital (read: mobile apps) forms of loyalty program member identification. It's a smart... View Details

Keywords: by Maggie Starvish; Retail

April 2011
Teaching Note

Taylor Fresh Foods (TN)

By: David E. Bell and Mary Louise Shelman

Teaching Note for 509008. View Details

Keywords: Market Entry and Exit; Food; Demand and Consumers; Competition; Opportunities; Food and Beverage Industry; United States

June 2024 (Revised September 2024)
Case

Major League Baseball: Changing the Rules of America's Pastime

By: Stephen A. Greyser, Mac Levin and Brent Schwarz

This case describes the efforts of Major League Baseball (MLB) to make meaningful changes in the rules affecting the ways the game is played. These changes are intended to speed the pace of the game and make it more appealing to younger fans. The principal changes... View Details

Keywords: Change Management; Age; Games, Gaming, and Gambling; Leading Change; Organizational Change and Adaptation; Demand and Consumers; Sports Industry

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