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

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2010
Working Paper

Who Selected Adjustable-Rate Mortgages? Evidence from the 1989-2007 Surveys of Consumer Finances

We find evidence that households selecting adjustable-rate mortgages (ARMs) during the recent decade were disproportionately those who were less suspicious or who may have had difficulty understanding complicated ARM features that became commonplace prior to the... View Details

Keywords: Household; Financial Crisis; Mortgages; Personal Finance

December 2019
Article

Invest in Information or Wing It? A Model of Dynamic Pricing with Seller Learning

By: Guofang Huang, Hong Luo and Jing Xia

Pricing idiosyncratic products is often challenging because the seller, ex ante, lacks information about the demand for individual items. This paper develops a model of dynamic pricing for idiosyncratic products that features the optimal stopping structure and a seller... View Details

Keywords: Dynamic Pricing; Idiosyncratic Products; Item-specific Demand; Demand Uncertainty; Active Seller Learning; The Value Of Information; Price; Information; Value; Learning

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August 2016 (Revised July 2017)
Background Note

Brand Portfolio Strategy and Brand Architecture

While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of... View Details

Keywords: Brand Management; Brand Portfolio; Brand Extension; Brand Portfolio Strategy; Brand Architecture; Consumer Behavior; Marketing; Brands and Branding; Marketing Strategy

How Shein and Temu Conquered Fast Fashion

The platforms Shein and Temu match consumer demand and factory output, bringing Chinese production to the rest of the world. The companies have remade fast fashion, but their pioneering approach has the potential to go far beyond retail by linking diverse small... View Details

November 2014
Case

Nestlé SA, 2014

By: John R. Wells and Galen Danskin

In 2014, Nestlé was the largest producer of packaged foods and beverages in the world. 2013 revenues were $103.7 billion and operating profits $16.1 billion (15.5% of sales). The company owned 29 mega brands, each generating more than Euro 1 billion ($1.25 billion).... View Details

Keywords: Consumer Products; Acquisitions; Strategy; Goods and Commodities; Nutrition; Emerging Markets; Corporate Social Responsibility and Impact; Competitive Strategy; Consumer Products Industry; Europe

2023
Working Paper

The Impact of Unionization on Consumer Perceptions of Service Quality: Evidence from Starbucks

By: Isamar Troncoso, Minkyung Kim, Ishita Chakraborty and SooHyun Kim

The US has seen a rise in union movements, but their effects on service industry marketing outcomes like customer satisfaction and perceptions of service quality remain understudied. In this paper, we empirically study the impact on customer satisfaction and... View Details

Keywords: Labor Unions; Customer Satisfaction; Perception; Public Opinion; Employees; Food and Beverage Industry

December 2009
Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong

Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details

Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry

January 2019 (Revised November 2020)
Case

Ribbon Home: iBacking for Real Estate

By: Marco Di Maggio and Sarah Gulick

In November 2018, Shaival Shah, the founder and CEO of Ribbon Home had to decide on the next steps for the company. Ribbon had introduced a program that backs consumers with cash offers without creating a loan structure in order to help them compete with iBuyers, such... View Details

Keywords: Consumers; Real Estate; Property; Finance; Digital Platforms; Business Model; Decision Making; Real Estate Industry; Technology Industry

February 2019
Article

The Market for Financial Adviser Misconduct

By: Mark Egan, Gregor Matvos and Amit Seru

We construct a novel database containing the universe of financial advisers in the United States from 2005 to 2015, representing approximately 10% of employment of the finance and insurance sector. We provide the first large-scale study that documents the economy-wide... View Details

Keywords: Financial Advisors; Brokers; Consumer Finance; Financial Misconduct And Fraud; FINRA; Financial Institutions; Crime and Corruption; Organizational Culture; Personal Finance; Financial Services Industry

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July 2021
Article

Availability and Nutrient Composition of Vegetarian Items at U.S. Fast-Food Restaurants

By: Caroline G. Dunn, Mark J. Soto, Sophia V. Hua, Elizabeth A. Keenan, Lindsay M. Jaacks, Julia A. Wolfson and Sara N. Bleich

Research Questions: What are patterns in availability of vegetarian items in U.S. fast-food chains (2012 to 2018) and are there differences in nutrient composition between and within vegetarian and nonvegetarian items annually and over time?
Key Findings: In this... View Details

Keywords: Fast Food; Restaurants; Vegetarian; Consumer Health; Sodium; Food; Nutrition; Health; Food and Beverage Industry; United States

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Article

Sustainability, Business, and Health

By: George Serafeim, Amanda M. Rischbieth and Howard K. Koh

The coronavirus disease 2019 (COVID-19) pandemic has demonstrated that response demands involvement from every sector of society. As a major example, some businesses have stepped up in ways previously unimaginable. Garment companies have repurposed production to face... View Details

Keywords: COVID; COVID-19; Sustainability; Health And Wellness; Corporate Social Responsibility; Health Pandemics; Health; Corporate Social Responsibility and Impact; Corporate Accountability; Health Care and Treatment

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March 2022
Case

GrowSari (A): Design for the Last Mile Customer

By: Brian Trelstad, Cam Carag and Michi Ferreol

Reymund (ER) Rollan and Shivapratim (Shiv) Choudhury, founders of the digital technology platform GrowSari, were at a crossroads. The feedback from their initial product roll-out were not what they had expected, and they needed to decide how to proceed. The pair,... View Details

Keywords: Fast Moving Consumer Goods; Product Launch; Information Technology; Analytics and Data Science; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Philippines

2004
Working Paper

Downsizing Price Increases: A Greater Sensitivity to Price Than Quantity in Consumer Markets

By: John T. Gourville and Jonathan J. Koehler

03 Jan 2017
Working Paper Summaries

Meet the Oligarchs: Business Legitimacy, State Capacity and Taxation

Keywords: by Rafael Di Tella, Juan Dubra, and Alejandro Lagomarsino

March 2022
Supplement

GrowSari (B)

By: Brian Trelstad, Cam Carag and Michi Ferreol

Case supplement for HBS Case No. 322-036. Reymund (ER) Rollan and Shivapratim (Shiv) Choudhury, founders of the digital technology platform GrowSari, were at a crossroads. The feedback from their initial product roll-out were not what they had expected, and they needed... View Details

Keywords: Fast Moving Consumer Goods; Product Launch; Information Technology; Analytics and Data Science; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Philippines

06 Jan 2020
Working Paper Summaries

The Future of Executive Development: The CLO’s Compass and The Executive Programs Designer’s Guide

Keywords: by Mihnea Moldoveanu and Das Narayandas; Education

winter 2001
Article

Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter

Keywords: Customers; Perception; Advertising

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20 Feb 2018
Working Paper Summaries

Stock Market Returns and Consumption

Keywords: by Marco Di Maggio, Amir Kermani, and Kaveh Majlesi; Financial Services

October 2019 (Revised August 2022)
Case

Nehemiah Mfg. Co.: Providing a Second Chance

By: Michael Chu, Brian Trelstad and John Masko

In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first... View Details

Keywords: Fast Moving Consumer Goods; Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Consumer Products Industry; Ohio; United States

2016
Working Paper

Capital Requirements, Risk Choice, and Liquidity Provision in a Business Cycle Model

By: Juliane Begenau

This paper develops a quantitative dynamic general equilibrium model in which households' preferences for safe and liquid assets constitute a violation of Modigliani and Miller. I show that the scarcity of these coveted assets created by increased bank capital... View Details

Keywords: Capital Requirement; Bank Regulation; Demand For Safe Assets; Business Cycles; Bank Lending; Risk Management; Financial Liquidity; Financing and Loans; Capital; Banks and Banking

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