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

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November 1995 (Revised June 1997)
Case

Northern Telecom (A): AdVantage & DisadVantage

By: Robert J. Dolan and Sylvie Ryckebusch

Mike Ennis, general manager of Northern Telecom's Business Products Division, recommends a new solution for replacing Vantage, an unsuccessful product for Northern Telecom. The case documents in detail the voice of the customer. Students are required to discuss the... View Details

Keywords: Demand and Consumers; Product Launch; Management Teams; Product Development; Telecommunications Industry; Canada

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

March 2022
Case

Abu Issa Holding: Navigating the Qatar Blockade

By: Mark Egan and Youssef Abdel Aal

The case follows Ashraf Abu Issa, CEO and chairman of Abu Issa Holding (AIH), as he contemplated the fate of his company’s regional expansion. AIH was a Qatari diversified holding company, whose primary business was luxury retailing and distribution. Abu Issa had set... View Details

Keywords: Luxury Retail; Expansion; Equity; Business Divisions; Growth and Development; Market Entry and Exit; Cross-Cultural and Cross-Border Issues; Consumer Products Industry; Saudi Arabia; United Arab Emirates

January 2017 (Revised January 2017)
Case

Susan Cassidy at Bertram Gilman International

By: Jeffrey T. Polzer and Michael Norris

In 2016, Susan Cassidy, VP of sales and marketing for the packaged foods division at CPG firm Bertram Gilman International, has to make a promotion decision. Should she choose the person she has been grooming for the position or another candidate recommended by central... View Details

Keywords: People Analytics; Algorithms; Promotion Decision; Human Resources; Business Processes; Consumer Products Industry; United States

January 2025
Case

Shifting Winds: DEI in Corporate America

By: Clayton S. Rose, Maisie Wiltshire-Gordon and David Lane

In the 2020s, intense and conflicting social and political pressures challenged organizational leaders around the world. Prominent among these were powerful competing views on workplace diversity, equity, and inclusion programs (DEI) in the United States. Public... View Details

October 2011 (Revised March 2012)
Supplement

Cottle-Taylor: Expanding the Oral Care Group in India, Faculty Spreadsheet (Brief Case)

By: John A. Quelch and Alisa Zalosh

Keywords: Forecasting; Budgeting; International Marketing; Product Planning ＆ Policy; Sales Promotions; Marketing Plans; Products; Consumer Behavior; Marketing; Product Design; Emerging Markets; Forecasting and Prediction; Budgets and Budgeting

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

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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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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January 2021 (Revised May 2021)
Case

Ocado Group: Ready for the Future

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

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

December 2001
Case

Natural Pork Production

By: Ray A. Goldberg and James M Beagle

An entrepreneurial hog farmer's creative use of contracts and capital structure drives very successful growth and returns in a depressed commodity industry. View Details

Keywords: Entrepreneurship; Capital Structure; Futures and Commodity Futures; Credit Derivatives and Swaps; Goods and Commodities; Knowledge Use and Leverage; Contracts; Success; 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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1999
Chapter

Frequency Programs in Service Industries

By: J. A. Deighton

Keywords: Customer Focus and Relationships; Consumer Behavior; Service Industry

29 Jun 2015
HBS Case

Consumer-centered Health Care Depends on Accessible Medical Records

can be used in powerful ways, ideally leading to better patient care, lower health care costs and, ultimately, healthier patients. “Trust on the part of both the consumer and doctor is hugely important in... View Details

Keywords: by Dina Gerdeman; Health; Technology

Article

Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption

By: J. T. Gourville and Dilip Soman

Keywords: Behavior; Demand and Consumers; Money

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May 1994 (Revised May 1995)
Case

Laura Ashley (B): Defining a Strategy

By: Richard L. Nolan

A turnaround CEO engineers a business transformation and formulates short-term and long-term strategy after assessing the business situation. View Details

Keywords: Organizational Change and Adaptation; Change Management; Management Teams; Business Strategy; Consumer Products Industry; Consumer Products Industry

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

November 2014
Teaching Note

Marketing Marijuana in Colorado

By: John A. Quelch

The case, set in the middle of 2014, reviews the first six months of marketplace activity in Colorado, following the legalization of marijuana for recreational use and the expansion of marijuana retailing from medical dispensaries to recreational stores. The case... View Details

Keywords: Marketing Innovations; Retail Government Services; Public Health; Agribusiness; Customers; Goods and Commodities; Government and Politics; Health; Marketing; Society; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America

July – August 2010
Article

Vision Statement: Mapping the Social Internet

By: Mikolaj Jan Piskorski and Tommy McCall

Fresh data on internet user behaviors around the globe show an East-West divide. View Details

Keywords: Consumer Behavior; Emerging Markets; Social and Collaborative Networks; Internet

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