Direct To Consumer Marketing - Publications - Faculty & Research

22 Feb 2022
News

Brand New

World War II, members played a key role in the Normandy invasion. When Sundy left the army for the corporate world, he turned his attention to similarly storied names such as Cheerios, Betty Crocker, KitchenAid, and Maytag in his View Details

Keywords: April White; manufacturing; life experience; leadership; Black; African American; Furniture and Related Product Manufacturing; Manufacturing

01 Oct 1999
News

The Same the World Over: Focusing on Customers and Innovation Brings Success

marketing found among the most successful Asian firms in the study appears to hold true across the board - in consumer goods organizations, industrial firms, product companies,... View Details

Keywords: Peter K. Jacobs

01 Apr 1998
News

Student Conferences Inspire Campus Dialogue

business leaders from the region. Session topics covered the current status and outlook for various industries and issues ranging from venture and investment capital, to entertainment and media, to View Details

01 Jan 2002
News

Marjorie M.T. Yang (MBA '76)

Brooks Brothers, Marks & Spencer, and Nordstrom. What isn't known to consumers is the name behind all these labels-a family-owned textile and apparel manufacturer headquartered in Hong Kong called The Esquel... View Details

01 Sep 2004
News

Whit Sears (MBA 1959)

wat. Although built around a temple and housing a contingent of monks, each wat also serves as a social and community center and frequently hosts market days and carnivals. It’s hard to convey the pervasive... View Details

Keywords: Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services

01 Sep 2015
News

Opening Minds Through Expanded Learning Opportunities

someone who never would have thought of pursuing an advanced degree in business," says Kim, now a PRIMO mentor and a DBA candidate in Marketing at HBS, with a focus on consumer empowerment and firm... View Details

20 Feb 2014
News

Managing the World’s Trouble Spots

good intentions but poor results. Had those good intentions been directed in a different and more sustainable manner, it could have made a big impact,” he says. Another compelling lesson in good, if misdirected, intentions followed when... View Details

Keywords: Jill Radsken

01 Mar 2009
News

Damon Silvers

that trouble was coming, just as the fact that in the United States consumer consumption has gone from 65 percent to 70 percent of GDP since 1970. The idea that the United States can maintain 300 million... View Details

Keywords: Roger Thompson; Administration of Economic Programs; Government; Transportation Equipment Manufacturing; Manufacturing; Transportation

01 Oct 2000
News

Laura Scher of Working Assets

and resells it at market rates to consumers. Working Assets takes the equivalent of 1 percent of each person's phone bill and enters it into a nonprofit donation pool that goes each year View Details

Keywords: Marguerite Rigoglioso

01 Sep 2008
News

The Levitt Brand

Robert Sullivan (MBA ’61). “Levitt made me a convert. He taught that marketing is the guts of any business, that it’s critical to understanding the connection between sales, manufacturing, finance, human... View Details

Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services

01 Dec 2015
News

Alumni and Faculty Books for December 2015

government before discussing the country’s founding economic and political principles, as espoused by Adam Smith’s The Wealth of Nations and enshrined in the Declaration of Independence. He goes on to explore the basic principles of the... View Details

01 Sep 2018
News

Ask the Expert: Delivering the Goods

to last-mile business from FedEx, UPS, and Amazon. Unfortunately, the online retailer is piloting its own delivery service that would put it in direct competition with the Postal Service. And Amazon isn’t... View Details

Keywords: Jen McFarland Flint

01 Mar 2014
News

Everything Old Is a New Opportunity

is targeting seniors, when 90 percent of today's marketing spend is aimed at people under 50. And he's hedging his bets on something we all think seniors run from—namely, technology. It all came together in 2012, when Johnston and... View Details

Keywords: Robert S. Benchley; Health, Social Assistance; Personal Services

01 Mar 2023
News

Is AI OK?

willing to pay more for the latter. Unfortunately, by purposefully ignoring real differences in what consumers were willing to pay for Black-owned rentals and basing its... View Details

Keywords: Alexander Gelfand; Funds, Trusts, and Other Financial Vehicles; Finance

01 Jun 2020
News

Lesson Plans

consuming stories, whether it be Netflix or a video game. So you associate sitting down and looking at a screen with entertainment. That said, it can be a slippery slope; we want to make sure we’re not... View Details

Keywords: Jen Mele

01 Sep 2008
News

Farming for Fuel

What happens when a group of Missouri corn farmers gets into the energy business? With consumers paying more than double for gasoline than they did a year ago, turning crops into fuel, not food, seems like a good way View Details

Keywords: Julia Hanna; Animal Production and Aquaculture; Agriculture; Colleges, Universities, and Professional Schools; Educational Services

01 Sep 2020
News

We Rise

What Barna wasn’t fully prepared for, though, was the additional obstacles that came from fundraising while female. “Trying to explain the needs and consumer behavior of women buying beauty products View Details

Keywords: April White; Finance

26 Feb 2020
News

Phoenix Rising

property might fetch 20 percent more now, he adds. Like many other sectors in Greece, commercial real estate is on the rebound. It’s a direct response to the July 2019 national election in which Kyriakos... View Details