Consumer Demand - Publications - Faculty & Research - Harvard Business School

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February 2011 (Revised May 2011)
Case

Utilis: Designing, Producing, and Selling Rapid Deployment Shelters for a Troubled World

By: Herman B. Leonard, Daniela Beyersdorfer and Simon Harrow

How can a company that supplies disaster response and humanitarian agencies best handle the intrinsically unpredictable and highly volatile demand for its products? Utilis is a French supplier of rapid-deploy high-end tent solutions for civilian and military uses (such... View Details

Keywords: Business Model; Growth and Development Strategy; Demand and Consumers; Strategic Planning; Natural Disasters; Competitive Strategy; Consumer Products Industry; Consumer Products Industry; France

2025
Working Paper

Residential Battery Storage - Reshaping The Way We Do Electricity

By: Christian Kaps and Serguei Netessine

In this paper, we aim to understand when private households invest in behind-the-meter battery storage next to rooftop solar and how those batteries impact households, the electricity market, and emissions. We answer three main research questions: 1) When do customers... View Details

Keywords: Solar Power; Energy Storage; Technology And Innovation Management; Energy; Energy Policy; Renewable Energy; Technological Innovation; Innovation and Management; Energy Industry

April 1983
Case

National Chemical Corp.: Tiger-Tread

A large chemical company has developed a novel industrial maintenance item, for which a marketing program and budget must be prepared. Case requires students to forecast demand at end-user and industrial customer levels to identify elements of the marketing mix, and to... View Details

Keywords: Product Marketing; Consumer Products Industry; Consumer Products Industry

August 2001 (Revised March 2008)
Case

Helios Health (A)

By: Regina E. Herzlinger and Alfred Martin

Helios PC system provides personalized drug information to the patients in the doctor's waiting room. It has met with considerable consumer acceptance and a very high return for the drug companies that sponsor it. What price should it charge them for the service? View Details

Keywords: Entrepreneurship; Price; Health Care and Treatment; Information Publishing; Innovation and Invention; Product Marketing; Demand and Consumers; Health Industry; Pharmaceutical Industry

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April 2009
Article

How to Market in a Downturn

By: John A. Quelch and Katherine Jocz

This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Because no two recessions are exactly alike, marketers find themselves in poorly... View Details

Keywords: Customers; Economic Slowdown and Stagnation; Spending; Marketing Strategy; Consumer Behavior; Segmentation

2009
Working Paper

Altruistic Dynamic Pricing with Customer Regret

By: Julio J. Rotemberg

A model is considered where firms internalize the regret costs that consumers experience when they see an unexpected price change. Regret costs are assumed to be increasing in the size of price changes and this can explain why the size of price increases is less... View Details

Keywords: Inflation and Deflation; Price; Marketing; Consumer Behavior; Mathematical Methods

March 2016
Teaching Note

Catalina in the Digital Age

By: Uma R. Karmarkar and Robert J. Dolan

"Catalina in the Digital Age" considers how a company with a dominant market position should evolve its established product lines given the rise of novel digital technologies. Since its founding in 1983, Catalina had enjoyed a distinct position in the world of consumer... View Details

Keywords: Coupons; Information Technology; Customer Relationship Management; Consumer Behavior; Product Marketing; Retail Industry

September 2012 (Revised May 2015)
Case

Philips-Visicu

By: Regina E. Herzlinger, Natalie Kindred and Sara M. McKinley

Would the advent of global payment models and ACOs create sufficient demand for a telemedicine offering covering the care continuum, from hospitals to the home? This was the decision facing Royal Philips Electronics (Philips), the Netherlands-based producer of... View Details

Article

Advertising, the Matchmaker

By: Bharat N. Anand and Ron Shachar

We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television... View Details

Keywords: Advertising; Information; Consumer Behavior; Television Entertainment; Risk and Uncertainty; Product; Decision Choices and Conditions; Advertising Industry

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November 2019
Case

Gillette: Cutting Prices to Regain Share

By: Benjamin C. Esty and Daniel Fisher

After losing market share to low-priced competitors such as Harry’s and Dollar Shave Club for several years, Gillette decided to fight back by launching new products and increasing advertising. When these efforts failed to stem the losses, Gillette decided to cut the... View Details

Keywords: Marketing Strategy; Product Positioning; Business Strategy; Competition; Price; Public Equity; Consumer Products Industry; Consumer Products Industry; United States

June 1997 (Revised May 1998)
Case

Exploring Brand-Person Relationships: Three Life Histories (Condensed)

The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details

Keywords: Consumer Behavior; Relationships; Brands and Branding

March 2013
Teaching Note

Nestlé: Agricultural Material Sourcing Within the Concept of Creating Shared Value (CSV) (TN)

By: Ray A. Goldberg and Matthew Preble

In December 2012, Hans Jöhr, Nestlé's head of corporate agriculture, was preparing to meet with the company's board of directors to discuss its vision for the future related to sustainable agriculture. Nestlé's continued success depended on its ability to access the... View Details

Keywords: Sustainability; Sustainability Management; Agribusiness; Environmental Sustainability; Food; Nutrition; Agriculture and Agribusiness Industry

Article

Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride

By: Silvia Bellezza and Anat Keinan

This research examines how core consumers of selective brands react when non-core users obtain access to the brand. Contrary to the view that non-core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which... View Details

Keywords: Consumer Behavior; Attitudes; Brands and Branding

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15 May 2007
First Look

First Look: May 15, 2007

Working PapersI'll Have the Ice Cream Soon and the Vegetables Later: Decreasing Impatience over Time in Online Grocery Orders Authors:Todd Rogers, Katherine L. Milkman, and Max H. Bazerman Abstract How do decisions for the near future differ from decisions for the... View Details

Keywords: Martha Lagace

26 Jan 2018
HBS Seminar

John Helveston, Boston University

June 1998 (Revised September 1998)
Case

Case for Brand Loyalty, A

Brand loyalty is one of the core concepts of the marketing discipline that has enjoyed practical and academic attention for over 75 years. The era of relationship marketing, with its focus on retaining customers for life, has instilled yet greater interest in the... View Details

Keywords: Consumer Behavior; Brands and Branding

October 1990 (Revised March 1993)
Background Note

Note on Cable Television Regulation

By: Willis M. Emmons III

Examines the evolution of the U.S. cable television industry since its inception in the early 1950s. Particular emphasis is given to the roles played by technology, consumer demand, and regulation at both the local and federal level. Designed to facilitate a conceptual... View Details

Keywords: Information Technology; Demand and Consumers; Government Legislation; Business Growth and Maturation; Monopoly; Television Entertainment; Telecommunications Industry; Media and Broadcasting Industry

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February 2008 (Revised April 2008)
Case

Avaya (A)

Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series (Avaya (A)-(D)) walks the student through each phase of this process. The (A) case begins with background on the... View Details

Keywords: Marketing; Demand and Consumers; Performance Improvement; Relationships; Sales; Cooperation

May 2004 (Revised March 2005)
Case

Instant Messaging

By: David B. Yoffie and Deborah Freier

Explores the usage and technology of instant messaging (IM). IM enables two or more users to communicate almost instantaneously over the Internet with short, private text messages. Most IM service providers chose to remain proprietary and, therefore, a user of most IM... View Details

Keywords: Network Effects; Standards; Communication Technology; Mobile and Wireless Technology; Internet and the Web; Web Services Industry

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04 Aug 2006
What Do You Think?

What Happens When the Economics of Scarcity Meets the Economics of Abundance?

Summing Up There's no need to rethink important economic constructs just because of the growth of the Long Tail phenomenon and its impact on demand and supply. Or is there? That was part of the debate that occupied respondents to this... View Details

Keywords: by James Heskett

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