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  • March 1999 (Revised December 2001)
  • Background Note

Analyzing Consumer Perceptions

By: Robert J. Dolan
Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. View Details
Keywords: Industry Structures; Marketing Strategy; Consumer Behavior
Related

    Charles B. Wang

    Realizing that most of the software industry’s products were not responsive to the demands of its customers, Wang founded CA in 1976 with the intent to change that. Though Wang has made numerous acquisitions since CA’s inception, he... View Details
    Keywords: Services
    • Portrait Project

    Kathryn Andersen

    one's health to eat cheaply. And, who on earth has time to cook? I want to inspire our generation to get into the kitchen. I want to show people that cooking is fun, fast, and easy, and that anyone can prepare a delicious, healthy, inexpensive meal. I want to drive... View Details
    • October 1996 (Revised April 1997)
    • Case

    Northco (A)

    By: Ananth Raman and Bowon Kim
    A small school-uniform manufacturer wrestles with seasonal demand. The company is saddled with excess inventory when it is bought by a leveraged buyout firm. Students are required to identify ways to analyze and solve the problem. View Details
    Keywords: Demand and Consumers; Leveraged Buyouts; Supply Chain Management; Corporate Finance; Manufacturing Industry; Apparel and Accessories Industry; United States
    Related
    • 01 Dec 2018
    • News

    Combating Climate Change

    problems. Supply chains will be disrupted. There will be new conflicts over water, resources, and human migration. The very physical integrity of factories and buildings will be threatened. So what can businesses do? For most firms,... View Details
    • Web

    IFC India 2025: The Coal Dichotomy: Balancing Economic Growth and Decarbonization in India - Blog - Business & Environment

    Blog Blog Filter Results Arrow Down Arrow Up Read posts from Author Alumni Author HBS Faculty Author HBS Staff Author Students Topics Topics Accelerating Climate Solutions Conference 2023 Alumni Alumni Programs Alumni in Climate Networking Series Business & Environment... View Details
    • 21 Jul 2003
    • Research & Ideas

    Don’t Get Buried in Customer Data—Use It

    To illustrate how Cisco uses these three layers, Cunningham cites a hypothetical example. Assume that for a given year, the average score for product reliability has slipped a bit. Drilling down to the bottom two layers of data, Cisco discovers a problem with the power... View Details
    Keywords: by Jean Ayers
    • April 3, 2023
    • Article

    Getting a Clearer View of Your Company’s Carbon Footprint

    By: Robert S. Kaplan, Karthik Ramanna and Stefan Reichelstein
    E-liability accounting is a new technique that will help customers factor in a product’s environmental footprint into their purchasing decisions and will help create a competition dynamic that leads to reduced carbon outputs. This article describes two pilot studies—by... View Details
    Keywords: Environmental Sustainability; Environmental Accounting; Supply Chain; Consumer Behavior
    Related
    • 07 Nov 2005
    • What Do You Think?

    Is Less Becoming More?

    Amazon stimulates sales by its listing of thousands of books that would otherwise be out of print, given their meager sales through traditional channels. Internet technology and supply chain efficiencies have made this possible. The... View Details
    Keywords: by James Heskett; Consumer Products
    • 2016
    • Book

    Consumers, Corporations, and Public Health: A Case-Based Approach to Sustainable Business

    By: John A. Quelch
    The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare.

    Consumers, Corporations, and Public... View Details
    Keywords: Consumer; Corporate Culture; Public Health; Consumer Behavior; Marketing Strategy; Corporate Strategy; Health; Innovation and Invention; Innovation and Management; Supply Chain Management; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry; Asia; Oceania; North and Central America; Middle East; Latin America; Europe
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    • 17 Sep 2001
    • Research & Ideas

    Why E-commerce Didn’t Die With the Fall of Webvan

    consumers. Webvan was perhaps unrealistically imagined to be such a channel. The difference between Dell and Proctor & Gamble is that Dell can supply all your computing needs, but Proctor & Gamble can never aspire to View Details
    Keywords: by Martha Lagace; Consumer Products; Retail
    • 21 Oct 2013
    • Research & Ideas

    Missing the Wave in Ship Transport

    price increases drove an industry uptick as the market shifted from oil to coal. Demand for ships outstripped supply until 1981, when a global recession and the US coal miners' strike led to a collapse in... View Details
    Keywords: by Kim Girard; Transportation
    • 01 Dec 2014
    • News

    Innovation: The Fish-Farming Fix

    Video Embed Cryoocyte’s home lab in action With ocean fisheries increasingly failing to meet global demands—about 85 percent of them are classified as depleted or worse, according to the World Bank—the future of the food supply will... View Details
    Keywords: Francis Storrs; aquaculture; Fishing, Hunting and Trapping; Agriculture
    • Web

    IFC India 2025: From Gray to Green: A Glimpse of the Future of Green Hydrogen in India - Blog - Business & Environment

    Blog Blog Filter Results Arrow Down Arrow Up Read posts from Author Alumni Author HBS Faculty Author HBS Staff Author Students Topics Topics Accelerating Climate Solutions Conference 2023 Alumni Alumni Programs Alumni in Climate Networking Series Business & Environment... View Details
    • September 2008
    • Case

    Harrington Collection: Sizing Up the Active-Wear Market

    By: Richard S. Tedlow and Heather Beckham
    In the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women's apparel, Harrington Collection, must evaluate an opportunity to expand into the high-growth active-wear market. Sara Huey, Vice President of Strategic... View Details
    Keywords: Breakeven Analysis; Product Introduction; Expansion; Consumer Behavior; Supply and Industry; Product Launch; Apparel and Accessories Industry
    Related
    • 01 Jun 2018
    • News

    Digging Deep

    solidly built, collapsible shovel tools that won’t break when things get down and dirty. In the past year, Pieper moved manufacturing from China to Portland, Oregon, a difficult logistical shift that nonetheless made it easier to control quality and respond to market... View Details
    Keywords: Julia Hanna
    • 24 May 2017
    • Working Paper Summaries

    Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture

      View Details
    Keywords: by Ai Hisano; Food & Beverage
    • 29 Aug 2006
    • First Look

    First Look: August 29, 2006

    Using Judgmental Forecasts Authors:Vishal Gaur, Saravanan Kesavan, Ananth Raman, and Marshall L. Fisher Periodical:Manufacturing and Service Operations Management (forthcoming) Abstract Measuring demand uncertainty is a key activity in... View Details
    Keywords: Sean Silverthorne
    • Fast Answer

    Commodities Research: data and reports

    face="Helvetica Neue, Helvetica, Arial, sans-serif"> and information on the worldwide supply of, demand for, and flow of minerals and... View Details
    • 20 Jun 2017
    • First Look

    First Look at New Research and Ideas, June 20

    working to address supply through efforts to improve the quality of health care facilities through education and through a micro-lending program. At the same time, they are working to address demand through... View Details
    Keywords: Sean Silverthorne