Publications

Teaching Interest

Overview

By: John A. Deighton

I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details

Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry

12 Oct 1999
Research & Ideas

Confronting the Challenges that Face Bricks-and-Mortar Stores

for example. Each site requires consumers to navigate slightly differently; sites organize product categories in different ways, they provide different types of information about products, and they have... View Details

Keywords: by Raymond Burke; Retail

January 2014
Case

CleanSpritz

By: John A. Quelch and Alisa Zalosh

Sales of CleanSpritz all-purpose cleaning spray have been steadily declining for the past five years, and management believes the decline correlates to a growing environmental concern among U.S. consumers. CleanSpritz's management is considering several options to... View Details

Keywords: Product Positioning; Competition; Marketing Strategy; Corporate Social Responsibility and Impact; Performance Improvement; Environmental Sustainability; Product Launch; Product Development; Consumer Products Industry

20 Apr 2021
Blog Post

Leadership In Challenging Times: Thierry Ibri (MBA 1997)

program partnership with health care providers, our public policy work, and more. It all rolls up to our mission of ending hunger together. And that’s what has gotten us through 2020: our mission. Mission... View Details

13 Aug 2014
Lessons from the Classroom

Managing the Family Business: Entrepreneurs Needed for Long-Run Success

activities that can grow. Simply put, successful families are entrepreneurial. Second, families succeed because they invest in productive activities (including the development of the next generation), emphasize growing assets, and View Details

Keywords: by Michael J. Roberts

September 1999 (Revised November 2000)
Case

Swatch Group, The: On Internet Time

By: Luc R. Wathieu, Carin-Isabel Knoop and Cate Reavis

Under the leadership of Nicholas Hayek, the Swatch Group, makers of the Swatch watch, is widely credited with revitalizing the Swiss watch industry by offering a consistent set of brands addressing all segments of the global watch market. New opportunities beyond the... View Details

Keywords: Brands and Branding; Consumer Products Industry

15 Jun 2010
First Look

First Look: June 15

hiring and socialization policies. Institutional Demand Pressure and the Cost of Corporate Loans Authors:Victoria Ivashina and Zheng Sun... View Details

Keywords: Martha Lagace

03 Apr 2019
Book

Fintech's Game-Changing Opportunities for Small Business

agencies overseeing banks and lending, yet issues relevant to small-business lending—such as disclosure rules—have often fallen through the cracks. For example, if you are a consumer View Details

Keywords: by Martha Lagace; Banking; Financial Services

May 1987 (Revised November 1998)
Case

John Deere Component Works (A)

By: Robert S. Kaplan

The division has recognized the inadequacies of its existing, traditional cost system for estimating product costs. Describes the innovative activity-based system that was developed to more accurately trace overhead costs to individual products. Provides students with... View Details

Keywords: Activity Based Costing and Management; Cost Accounting; Cost Management; Cost vs Benefits; Production; Budgets and Budgeting; Innovation and Invention; Innovation and Management; Consumer Products Industry

October 8, 2012
Column

Henkel's Culture Shift

By: Robert Simons

This case descriibes a CEO-led organizational transformation driven by stretch goals, performance measurement, and accountability. When Kasper Rorsted became CEO of Henkel, a Germany-based producer of personal care, laundry, and adhesives products, in 2008, he was... View Details

Keywords: Strategy Execution; Culture; New CEO; Change; Performance Measures; Accountability; Organizational Change and Adaptation; Corporate Accountability; Leading Change; Competitive Strategy; Organizational Culture; Performance Evaluation; Consumer Products Industry; Germany

Research Summary

Overview

By: John A. Deighton

Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He... View Details

Keywords: Marketing; Media; Information Technology; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America; Asia; Europe

September 2019 (Revised May 2020)
Supplement

Keroche (D): Transforming the Core Business

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case describes Keroche co-founder Tabitha Karanja’s decision to exit the wine business following the Kenyan government’s 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines,... View Details

August 2019 (Revised August 2020)
Case

Magrabi: Fulfilling the Vision for the Future

By: John Beshears, Alpana Thapar and Boris Tsimerinov

In 2018, Magrabi was the leading retailer of eyeglasses, sunglasses, and other optical products in the Middle East, and it was embarking on a major shift in strategy, transitioning from a brand focused on clinical expertise to a brand that combined technical excellence... View Details

Keywords: Brands and Branding; Transition; Luxury; Sales; Service Delivery; Strategy; Employees; Recruitment; Consumer Products Industry; Consumer Products Industry; Middle East

December 1992 (Revised November 1994)
Case

Becton Dickinson Division: Marketing Organization

By: Frank V. Cespedes

The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case... View Details

Keywords: Business Conglomerates; Health Care and Treatment; Human Resources; Recruitment; Selection and Staffing; Managerial Roles; Product Marketing; Measurement and Metrics; Organizational Structure; Strategy; Consumer Products Industry; Consumer Products Industry

26 Apr 2016
First Look

April 26

https://www.hbs.edu/faculty/Pages/item.aspx?num=49804 Economic Transition and Private-Sector Labor Demand: Evidence from Urban China By: Iyer, Lakshmi, Xin Meng, Nancy Qian, and Xiaoxue Zhao Abstract—This... View Details

Keywords: Sean Silverthorne

20 Nov 2000
Research & Ideas

Moving from Supply Chains to Supply Networks

has supply chain management become such a hot topic in recent years? Shapiro: Changes in five factors are largely responsible for the increased attention. I'll quickly list them and then talk about each. Information technology Visibility... View Details

Keywords: by Staff

Dr. R.S. Sodhi

Keywords: Dairy

September 2001 (Revised June 2003)
Case

Henkel KGaA: Detergents Division

Henkel has to decide whether to replace its strong local detergent brands in Italy and Spain with its leading international brand, Persil. It faces pressure from retailers for international brand standardization. Its competitors, including P&G and Unilever, are... View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Consumer Products Industry; Italy; Spain