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January 2014
Technical Note

Learning From Extreme Consumers

By: Jill Avery and Michael Norton

Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details

Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention

2008
Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details

Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions

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June 2020
Case

Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center

By: William R. Kerr, Daniel O'Connor and James Palano

Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the... View Details

Keywords: Future Of Work; Retail; Ecommerce; Alibaba; Consumer Products; Innovation; Innovation and Invention; Product Development; Consumer Behavior; E-commerce; Consumer Products Industry; Consumer Products Industry; China

November 2020 (Revised September 2021)
Case

HP Instant Ink: (Self) Disrupting the Consumer Printing Market

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and George Gonzalez

Seeking to disrupt the consumer printing market (before being disrupted by others), and in response to customer pain points, in 2013 HP Inc. launched an ink replenishment service called Instant Ink, where customers pay a monthly subscription fee based on the number of... View Details

Keywords: Printing; Ink; Subscription Model; Customers; Information Infrastructure; Service Delivery; Business Model; Disruption; Growth and Development Strategy

2024
Working Paper

Consumer Choice and Corporate Bankruptcy

By: Samuel Antill and Megan Hunter

We estimate the indirect costs of corporate bankruptcy associated with lost customers. In incentivized experiments, randomly informing consumers about a firm’s Chapter 11 reorganization lowers their willingness to pay for the firm’s products by 18-35%. Up to 48% of... View Details

Keywords: Consumer Choice; Bankruptcy; Financial Distress; Structural Estimation; Experimental Economics; Hertz; Insolvency and Bankruptcy; Consumer Behavior

2014
Other Teaching and Training Material

Marketing Reading: Brand Positioning

By: Jill Avery and Sunil Gupta

This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details

Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding

October 2016 (Revised April 2018)
Case

ASICS: Chasing a 2020 Vision

By: Elie Ofek, Nobuo Sato and Akiko Kanno

In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart... View Details

Keywords: Brand Management; Sports Apparel; Competitive Positioning; Direct To Consumer Marketing; Retail Formats; Lifestyle Brands; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Digital Platforms; Product Positioning; Marketing Channels; Sports; Retail Industry; Apparel and Accessories Industry; Sports Industry; Entertainment and Recreation Industry

2014
Other Teaching and Training Material

Marketing Reading: Creating Customer Value

By: Sunil Gupta

This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what... View Details

Keywords: Consumer Behavior; Consumer Marketing; Customer Experience; Network Effects; Service Profit Chain; Total Customer Value

January 2009
Article

Multinationals as Arbitrageurs? The Effect of Stock Market Valuations on Foreign Direct Investment

By: Malcolm Baker, C. Fritz Foley and Jeffrey Wurgler

Empirical evidence of imperfect integration across world capital markets suggests a role for cross-border arbitrage by multinationals. Consistent with multinational arbitrage as a determinant of foreign direct investment (FDI) patterns, we find that FDI flows increase... View Details

Keywords: Multinational Firms and Management; Financial Markets; Foreign Direct Investment; Valuation; Capital Markets; Cross-Cultural and Cross-Border Issues; Cost; Forecasting and Prediction; Capital; Stocks; Integration

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December 1989
Case

Giant Effort to Inform Consumers

By: Stephen A. Greyser and Norman Klein

Keywords: Customers; Demand and Consumers

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2015
Chapter

Consuming Brands

By: Jill Avery and Anat Keinan

Traditional definitions of branding often underestimate the value a brand has for infusing a choice situation with meaning. This chapter explores how people consume brands and presents three perspectives on the meaning of brands that have diverse theoretical roots in... View Details

Keywords: Brand Building; Brand Management; Marketing; Brands and Branding

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September 2015 (Revised February 2020)
Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno

In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details

Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan

September 2010 (Revised December 2010)
Case

Santander Consumer Finance

By: J. Gunnar Trumbull, Elena Corsi and Andrew Barron

A Spanish company has to decide if they should expand into the fragmented European consumer finance market and has to make important organizational strategy decisions in the midst of the world economic downturn that followed the 2007 U.S. credit crunch. Since 2002, the... View Details

Keywords: Borrowing and Debt; Financial Markets; International Finance; Personal Finance; Consolidation; Corporate Strategy; Expansion; Financial Services Industry; European Union; Spain

July, 2024
Article

Consumer Protection in an Online World: An Analysis of Occupational Licensing

By: Chiara Farronato, Andrey Fradkin, Bradley Larsen and Erik Brynjolfsson

We study the demand and supply implications of occupational licensing using transaction-level data from a large online platform for home improvement services. We find that demand is more responsive to a professional's reviews than to the professional's... View Details

Keywords: Occupational Licensing; Consumer Protection; Perception; Experience and Expertise; Public Opinion; Governing Rules, Regulations, and Reforms; Demand and Consumers

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May 2015 (Revised May 2017)
Case

Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

By: John A. Quelch and Margaret L. Rodriguez

In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details

Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States

06 Dec 2020
Working Paper Summaries

'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt

Keywords: by Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance, and Michael I. Norton

2014
Other Teaching and Training Material

Marketing Reading: Segmentation and Targeting

By: Sunil Gupta

This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details

Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States

March 2010
Article

Does Foreign Direct Investment Promote Growth? Exploring the Role of Financial Markets on Linkages

By: Laura Alfaro, Sebnem Kalemli-Ozcan, Areendam Chanda and Selin Sayek

Do multinational companies generate positive externalities for the host country? The evidence so far is mixed varying from beneficial to detrimental effects of foreign direct investment (FDI) on growth, with many studies that find no effect. In order to provide an... View Details

Keywords: Foreign Direct Investment; Multinational Firms and Management; Financial Markets; Value; Stock Shares; Development Economics

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2021
Article

Consumer Disclosure

By: Tami Kim, Kate Barasz and Leslie John

As technological advances enable consumers to share more information in unprecedented ways, today’s disclosure takes on a variety of new forms, triggering a paradigm shift in what “disclosure” entails. This review introduces two factors to conceptualize consumer... View Details

Keywords: Disclosure; Passive Disclosure; Information; Internet and the Web; Consumer Behavior; Situation or Environment

14 Mar 2011
Research & Ideas

Keeping Credit Flowing to Consumers in Need

cycle could not continue. That erosion spread to nonprime consumer credit and commercial mortgages. Those factors helped spark a global financial crisis. Credit markets were... View Details

Keywords: by Sean Silverthorne; Financial Services; Construction; Real Estate

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