Publications

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02 Aug 2018
News

Can Marketing Help Halt the Heroin Epidemic?

Foundation did a good bit of work in creating the Meth Project back in 2005, and that was created by Tom Siebel. Tom Siebel was a marketing guy who had been the number two person at Oracle and had created his own company. And he said, I'm... View Details

October 2019 (Revised August 2022)
Case

Nehemiah Mfg. Co.: Providing a Second Chance

By: Michael Chu, Brian Trelstad and John Masko

In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first... View Details

Keywords: Fast Moving Consumer Goods; Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Consumer Products Industry; Ohio; United States

November 2016 (Revised October 2018)
Case

IguanaFix

By: Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel and Laura Urdapilleta

IguanaFix is a rapidly scaling Latin American startup that provides an online platform connecting consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now... View Details

Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Online Advertising; Latin America

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

Fast Answer

Market trends, opportunities in advanced technology fields

Where to begin when looking for market trends, opportunities, leading players in certain technology fields? You may begin with the following: BCC Research - Reports on major economic, scientific, and... View Details

02 Jun 2003
Research & Ideas

Why Have Marketers Ignored America’s Man-of-Action Hero?

found that the underlying organizational principles run contrary to the conventional procedures of the blue-chip marketers like Procter & Gamble and The Coca-Cola Company, companies that other companies... View Details

Keywords: by Manda Salls

November 2014
Case

Nestlé SA, 2014

By: John R. Wells and Galen Danskin

In 2014, Nestlé was the largest producer of packaged foods and beverages in the world. 2013 revenues were $103.7 billion and operating profits $16.1 billion (15.5% of sales). The company owned 29 mega brands, each generating more than Euro 1 billion ($1.25 billion).... View Details

Keywords: Consumer Products; Acquisitions; Strategy; Goods and Commodities; Nutrition; Emerging Markets; Corporate Social Responsibility and Impact; Competitive Strategy; Consumer Products Industry; Europe

Research Summary

Putting Patients First: Marketing Strategies for Treating HIV in Developing Nations

It is more than mere coincidence that the highest rates of HIV occur in the world’s poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first half of this paper explores the economics of HIV and... View Details

04 Mar 2002
What Do You Think?

Why the Bull Market in Leadership Books?

Summing Up There is no shortage of explanations for what seems to be a current bull market in writings about leadership, according to respondents View Details

Keywords: by James Heskett

17 Dec 2001
Research & Ideas

Venture Capital: Hot Markets and Current Industry Trends

sophisticated understanding of that market, said Wiersma. One reason the TV recorder company TiVo ran into difficulty, she said, was the company didn't understand that consumers don't want to have View Details

Keywords: by Julia Hanna

The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography

We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

March 2016
Article

To Groupon or Not to Groupon: The Profitability of Deep Discounts

By: Benjamin Edelman, Sonia Jaffe and Scott Duke Kominers

We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine... View Details

Keywords: Voucher Discounts; Groupon; Experience Goods; Repeat Purchase; Internet and the Web; Marketing Strategy; Marketing Communications

January 2021 (Revised May 2021)
Case

Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli

This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details

Summer 2014
Article

When Does a Platform Create Value by Limiting Choice?

By: Ramon Casadesus-Masanell and Hanna Halaburda

We present a theory for why it might be rational for a platform to limit the number of applications available on it. Our model is based on the observation that even if users prefer application variety, applications often also exhibit direct network effects. When there... View Details

Keywords: Platform Governance; Direct Network Effects; Indirect Network Effects; Complements; Tragedy Of The Commons; Equilibrium Selection; Coordination; Foresight; Strategy; Value Creation; Digital Platforms; Balance and Stability; Decision Choices and Conditions; Consumer Behavior; Applications and Software; Network Effects

SSRN

April 2010 (Revised November 2011)
Case

Soren Chemical: Why Is the New Swimming Pool Product Sinking?

By: V. Kasturi Rangan and Sunru Yong

Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling... View Details

Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy; Chemical Industry

2011
Working Paper

The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details

Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods

June 2014 (Revised March 2016)
Case

Relating to Peapod

By: Susan Fournier and Jill Avery

Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case... View Details

Keywords: Brands and Branding; Customer Relationship Management; Marketing Strategy; Service Industry; Boston

14 Jul 2014
News

Pay Attention To Your “Extreme Consumers”

October, 2023
Article

Cleaning Up the Great Lakes: Housing Market Impacts of Removing Legacy Pollutants

By: Alecia Cassidy, Robyn C. Meeks and Michale R. Moore

The Great Lakes and their tributaries make up the largest freshwater system on the planet, providing drinking water and recreational value to millions of people. Yet manufacturing plants left a legacy of toxic pollutants in the region, tarnishing it as part of the... View Details

Keywords: Valuation Of Environmental Effects; Housing Demand; Water Pollution; Water Quality; Infrastructure; Pollution; Consumer Behavior