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  • June 1994 (Revised August 1994)
  • Case

Cunard Line Ltd.: Managing Integrated Marketing Communications

By: Stephen A. Greyser
Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry
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  • Web

Marketing - Faculty & Research

experiment. Featured Case Hometown Foods: Changing Price Amid Inflation Case By: Julian De Freitas, Jeremy Yang, and Das Narayandas During the early part of the 2021 Covid-19 pandemic, Hometown Foods, a large seller of flour-based products, thrived as View Details
  • July 2015
  • Article

BYOB: How Bringing Your Own Shopping Bags Leads to Treating Yourself, and the Environment

By: Uma R. Karmarkar and Bryan Bollinger
As concerns about pollution and climate change have become more central in public discourse, shopping with reusable grocery bags has been strongly promoted as environmentally and socially conscious. In parallel, firms have joined policy makers in using a variety of... View Details
Keywords: Grocery Shopping; Reusable Bags; Licensing; Priming; Goals; Hedonic; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Retail Industry
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  • 17 Oct 2019
  • Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

previous research, even stereotypes that cast people in a positive light—such as suggesting that women are kinder than men or that Asians excel in math—can trigger a negative reaction from these groups. Some companies have learned this lesson the hard way. View Details
Keywords: by Dina Gerdeman; Consumer Products
  • Article

A 680,000-Person Megastudy of Nudges to Encourage Vaccination in Pharmacies

By: Katherine L. Milkman, Linnea Gandhi, Mitesh S. Patel, Heather N. Graci, Dena M. Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Jonathan E. Bogard, Ilana Brody, Christopher F. Chabris, Edward Chang, Gretchen B. Chapman, Jennifer E. Dannals, Noah J. Goldstein, Amir Goren, Hal Hershfield, Alex Hirsch, Jillian Hmurovic, Samantha Horn, Dean Karlan, Ariella S. Kristal, Cait Lamberton, Michael N. Meyer, Allison H. Oakes, Maurice E. Schweitzer, Maheen Shermohammed, Jaochim H. Talloen, Caleb Warren, Ashley V. Whillans, Kuldeep N. Yadav, Julian J. Zlatev, Ron Berman, Chalanda N. Evans, Rahul Ladhania, Jens Ludwig, Nina Mazar, Sendhil Mullainathan, Christopher K. Snider, Jann Spiess, Eli Tsukayama, Lyle Ungar, Christophe Van den Bulte, Kevin G. Volpp and Angela L. Duckworth
Encouraging vaccination is a pressing policy problem. To assess whether text-based reminders can encourage pharmacy vaccination and what kinds of messages work best, we conducted a megastudy. We randomly assigned 689,693 Walmart pharmacy patients to receive one of 22... View Details
Keywords: Vaccination; Vaccines; Nudges; Communication Strategy; Communication Technology; Consumer Behavior; Health Care and Treatment
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  • June 2019
  • Article

Debt Traps? Market Vendors and Moneylender Debt in India and the Philippines

By: Dean Karlan, Sendhil Mullainathan and Benjamin Roth
A debt trap occurs when someone takes on a high-interest rate loan and is barely able to pay back the interest, and thus perpetually finds themselves in debt (often by refinancing). Studying such practices is important for understanding financial decision-making of... View Details
Keywords: Borrowing and Debt; Household; Personal Finance; Decision Making; Behavior; India; Philippines
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    Ray A. Goldberg

    A native of North Dakota, Dr. Goldberg received his A.B. from Harvard University in 1948, his MBA from the Harvard Graduate School of Business Administration in 1950 and his Ph.D. in Agricultural Economics from the University of Minnesota in 1952.

    ... View Details

    Keywords: agribusiness; agriculture; fast food; food; food processing; forest products; grocery; high technology; information; restaurant; retailing; soft drink; textiles; tobacco; transportation; wholesale; wine
    • August 2018
    • Article

    The Effect of Graphic Warnings on Sugary-Drink Purchasing

    By: Grant Donnelly, Laura Y. Zatz, Daniel Svirsky and Leslie John
    Governments have proposed text warning labels to decrease consumption of sugary drinks – a contributor to chronic diseases like diabetes. However, they may be less effective than more evocative, graphic warning labels. We field-tested the effectiveness of graphic... View Details
    Keywords: Policy Making; Preferences; Food; Health; Policy; Information; Labels; Consumer Behavior; Decision Making; Performance Effectiveness
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    • 30 May 2018
    • Research & Ideas

    Should Retailers Match Their Own Prices Online and in Stores?

    study is the first to look at whether self-matching pays off as a pricing strategy. “When you talk to millennials in particular, you find out they accept that prices don’t have to be the same across channels” The researchers surveyed nearly 500 View Details
    Keywords: by Dina Gerdeman; Retail
    • 03 Mar 2023
    • Research & Ideas

    When Showing Know-How Backfires for Women Managers

    slicing meat, baking bread—they show that they’re willing to roll up their sleeves, but this behavior could be costly to their businesses’ bottom lines. By looking at the everyday activities of women managers, Feldberg’s research offers... View Details
    Keywords: by Kara Baskin; Consumer Products; Consumer Products
    • 29 May 2007
    • First Look

    First Look: May 29, 2007

    to extreme, alternative in a choice set. The term extremeness avoidance has been used to describe the reason underlying this phenomenon. In this research, we argue that extremeness avoidance behavior depends on assortment type, with View Details
    Keywords: Martha Lagace
    • Web

    Students on the Job Market - Doctoral

    tradeoffs, in particular when they are 1) more similar feature-by-feature and 2) closer to dominance. These two postulates yield tractable measures of comparison complexity in the domains of multiattribute, lottery, and intertemporal choice. We then show how View Details
    • 18 Jun 2020
    • Research & Ideas

    What Is an "Essential" Purchase for a Low-Income Family?

    causes. In 11 experiments, they found that—relative to higher-income earners—people with lower incomes were judged more harshly for what they chose to buy, even when the two groups made identical consumer choices. It's a concept Hagerty... View Details
    Keywords: by Rachel Layne
    • November 2005 (Revised September 2007)
    • Case

    Beijing Hualian

    By: David E. Bell and Mary L. Shelman
    China's fifth largest domestic retailer faced intensifying competition from Wal-Mart and Carrefour with the opening of China's fast-growing retail market in January 2005. In response, Beijing Hualian developed a new "Family Store" format targeted at the nation's... View Details
    Keywords: Marketing Strategy; Product Positioning; Consumer Behavior; Competition; Corporate Strategy; Retail Industry; China
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    • November 2000 (Revised May 2002)
    • Case

    FleetBoston Financial: Online Banking

    By: Frances X. Frei and Hanna Rodriguez-Farrar
    As the ninth largest bank holding company in the United States in 2000, FleetBoston Financial Corp. provided a myriad of financial services, including retail banking, loan origination, and brokerage accounts. This case explores how FleetBoston responded to the Internet... View Details
    Keywords: Business Model; Borrowing and Debt; Cost Management; Banks and Banking; Consumer Behavior; Service Operations; Competition; Online Technology; Banking Industry; United States
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    • June 2017 (Revised May 2019)
    • Supplement

    Kjell and Company: Motivating Salespeople with Incentive Compensation (B)

    By: Doug J. Chung
    Kjell & Company was a Swedish retail electronics chain founded in 1988 by brothers Marcus, Mikael and Fredrik Dahnelius. The company operated 84 stores, all company-owned, located mainly in the metropolitan areas of Sweden’s most popular cities: Stockholm, Gothemburg... View Details
    Keywords: Salesforce Management; Compensation and Benefits; Motivation and Incentives; Change Management; Behavior; Electronics Industry; Sweden
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    • 04 Mar 2019
    • What Do You Think?

    What’s the Antidote to Surveillance Capitalism?

    control of human behavior by totalitarian government, replacing human hopes, emotions, and even relationships with an “inside out” dominance over human thought and behavior by an all-seeing entity called Big... View Details
    Keywords: by James Heskett; Consumer Products; Consumer Products
    • 19 Apr 2016
    • First Look

    April 19, 2016

    is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’ preexisting fondness for brands and are the same regardless of when and whether View Details
    Keywords: Sean Silverthorne
    • October 1995 (Revised January 1998)
    • Case

    Cybersmith

    Cybersmith is a new company that has created a new retailing concept. This particular store has been reported in over 250 newspapers, and by every major American television network. Some would classify it as an on-line cafe, but management has positioned the store as... View Details
    Keywords: Marketing Strategy; Joint Ventures; Consumer Behavior; Product Marketing; Innovation and Invention; Retail Industry; Cambridge
    Related
    • 19 Oct 2010
    • First Look

    First Look: October 19, 2010

      PublicationsFeeling Good about Giving: The Benefits (and Costs) of Self-interested Charitable Behavior Authors:L. Anik, L. B. Aknin, M. I. Norton, and E. W. Dunn Publication:In The Science of Giving: Experimental Approaches to the Study... View Details
    Keywords: Sean Silverthorne