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

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2013
Article

Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?

By: Thales S. Teixeira and Horst Stipp

Humor and other entertaining content, as opposed to demonstrations of product features and "selling," are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore how marketers can... View Details

Keywords: Advertising Content; Entertainment; Face Perception; Advertising; Digital Marketing; Television Entertainment; Consumer Products Industry; Consumer Products Industry

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January 1987 (Revised March 1989)
Background Note

Note on the U.S. Soft Drink Industry in 1986

Demonstrates how knowing the "money mechanics" of the business is essential in developing a successful strategy among industry participants. Deals with the structural attractiveness of the industry from the concentrate producer and bottler perspectives and examines the... View Details

Keywords: Competitive Strategy; Consumer Products Industry; Consumer Products Industry; United States

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2004
Chapter

Consumer-Driven Health Care: Management Matters

By: Richard M.J. Bohmer, Amy C. Edmondson and Gary P. Pisano

Keywords: Health Care and Treatment; Demand and Consumers; Management; Health Industry

November 1981
Supplement

Corning Glass Works International, Part I, Interviews with Division Managers, Video

By: Christopher A. Bartlett and Michael Y. Yoshino

Presents tapes of interviews with Forrest Behm (previously president of Corning International), Bill Hudson (ex-country manager, international business manager, world board chairman, and current product division manager), and Van Campbell (corporate treasurer).... View Details

Keywords: Globalized Firms and Management; Global Strategy; Consumer Products Industry

November 1978 (Revised June 1985)
Case

Hanson Industries (A)

By: William J. Bruns Jr. and Julie H. Hertenstein

Hanson Industries produces and sells an award-winning design ski boot. Describes the company history from founding through July 1978, the product, production processes, marketing strategy, and background information for related cases on budgeting and finance. View Details

Keywords: Product; Marketing Strategy; Production; Finance; Budgets and Budgeting; Consumer Products Industry

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December 2007
Article

Adoption of Information Technology under Network Effects

By: Deishin Lee and Haim Mendelson

Because information technologies are often characterized by network effects, compatibility is an important issue. Although total network value is maximized when everyone operates in one compatible network, we find that the technology benefits of the users depend on... View Details

Keywords: Network Effects; Standards; Competitive Strategy; Customization and Personalization; Information Technology; Technology Adoption

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December 2018 (Revised June 2019)
Case

Wolfgang Puck: Setting the Table for the Future

By: Boris Groysberg and Matthew G. Preble

Chef Wolfgang Puck oversees a disparate business empire that includes fine dining restaurants, a catering business, and various licensed products that run from cookware, to soup, to fast-casual restaurants. His businesses activities are divided among three separate... View Details

Keywords: Brands and Branding; Growth and Development; Management Systems; Business Processes; Leadership; Transition; Food and Beverage Industry; Food and Beverage Industry

February 2008 (Revised September 2010)
Case

LeapFrog Enterprises

By: Lynda M. Applegate and Elizabeth Collins

Explores the success factors leading to the company's rise to the number three ranking in the aggressively competitive toy industry. LeapFrog has made the strategic decision to expand beyond the toy industry and enter the educational technology and services industry.... View Details

Keywords: Business Model; Entrepreneurship; Growth and Development Strategy; Market Entry and Exit; Expansion; Consumer Products Industry; Consumer Products Industry

02 Apr 2008
Research & Ideas

Four Companies that Conquered America

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Accounting for almost 30 percent of world GDP, the United States is the... View Details

Keywords: by John Quelch

December 1997 (Revised April 1998)
Case

www.springs.com

By: F. Warren McFarlan and Melissa Dailey

Business Week's June 1997 "Rising Star" profile of Springs Industries' president and COO, Crandall Bowles, reported that she was poised to become one of the top two or three women executives in the country. In November 1997, the company announced Bowles' appointment to... View Details

Keywords: Information Technology; Operations; Product Marketing; Management; Strategy; Consumer Products Industry; South Carolina

January 2006 (Revised October 2007)
Background Note

Managing Networked Businesses: Course Overview for Students

By: Thomas R. Eisenmann

Provides an overview for students of the MBA elective course Managing Networked Businesses (MNB). MNB focuses on management challenges in businesses that exhibit network effects. The first section of the note explains that such businesses comprise a large and growing... View Details

Keywords: Business Model; Capital Structure; Business or Company Management; Network Effects; Organizational Design; Business and Government Relations; Social and Collaborative Networks; Competitive Strategy

November 23, 2022
Article

The Sinister Logic of Hidden Online Fees

By: Michael Luca

Keywords: Consumer Behavior; E-commerce; Price

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September 2009 (Revised April 2020)
Case

VIZIO, Inc.

By: Krishna G. Palepu and Elizabeth A. Kind

William Wang, CEO of VIZIO, Inc., was proud of his company's success in providing affordable flat screen TVs. Since its founding in 2002, VIZIO had grown to over $2 billion in revenue and was one of the top three flat panel TV brands, along with Samsung and Sony. Faced... View Details

Keywords: Financial Crisis; Financing and Loans; Price; Growth and Development Strategy; Competitive Strategy; Consumer Products Industry; Consumer Products Industry

2011
Chapter

Consumers' Relationships with Brands

By: Susan Fournier and Jill Avery

This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's... View Details

Keywords: Marketing; Brands; Brand Building; Brand Equity; Brand Management; Customer Relationship Management; CRM; Customer Focus and Relationships; Brands and Branding; Marketing Strategy; Consumer Products Industry

24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

pursue these two models and do fine, says Holt. 'something Different' But the brands that interest him most, consumer brands that maintain the most powerful grip on the market for years running, don't fit... View Details

Keywords: by Martha Lagace

June 2020
Teaching Note

Global Brand Management of Anheuser Busch InBev's Budweiser

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

Keywords: Brand Management; Global Brands; Brand Equity; Brand Storytelling; Brand Communication; Brand Positioning; Marketing; Brands and Branding; Marketing Communications; Global Strategy; Food and Beverage Industry; Food and Beverage Industry; United States; China; Africa; Latin America

10 Jun 2014
First Look

First Look: June 10

What was the future of TV? The case considers Samsung Electronics TV Group's product development processes, as the company's mobile and TV offerings increasingly converged and View Details

Keywords: Sean Silverthorne

January 2021 (Revised May 2021)
Case

Ocado Group: Ready for the Future

By: José B. Alvarez, Damien McLoughlin and Natalie Kindred

26 Jul 2010
Research & Ideas

Yes, You Can Raise Prices in a Downturn

consumers (or retailers) are unlikely to pay. But the acquisitions provided a convenient distribution channel for residential customers who want to drop off or return goods ordered online, and moved new... View Details

Keywords: by Sean Silverthorne; Consumer Products; Consumer Products

1993
Chapter

Decomposing a Brand's Customer Franchise into Buyer Types

By: J. McQueen, J. Foley and J. A. Deighton

Keywords: Brands and Branding; Customers; Demand and Consumers

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