Publications
Publications
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- All HBS Web
(3,762)
- Faculty Publications (1,181)
- 2011
- Chapter
Consumers' Relationships with Brands
By: Susan Fournier and Jill Avery
This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's... View Details
- 2011
- Article
The Consumer Psychology of Mail-in Rebates
By: John T. Gourville and Dilip Soman
Consumers who buy a product intending to use an accompanying mail-in rebate often do not redeem the rebate. To explain this behavior, we argue that consumers use an anchoring and adjustment approach to predicting the likelihood of redeeming a rebate. In keeping with... View Details
- Article
The Social Utility of Feature Creep
By: Debora V. Thompson and Michael I. Norton
Previous research shows that consumers frequently choose products with too many features that they later find difficult to use. Our research shows that this seemingly suboptimal behavior may in fact confer benefits when factoring in the social context of consumption.... View Details
- 2012
- Working Paper
Learning from Customers: Individual and Organizational Effects in Outsourced Radiological Services
By: Jonathan R. Clark, Robert S. Huckman and Bradley R. Staats
The ongoing fragmentation of work has resulted in a narrowing of tasks into smaller pieces that can be sent outside the organization and, in many instances, around the world. This trend is shifting the boundaries of organizations and leading to increased outsourcing.... View Details
- December 2010
- Article
Why You Aren't Buying Venezuelan Chocolate
By: Rohit Deshpandé
The article discusses the "provenance paradox," wherein consumers are unwilling to buy high-quality products from regions not commonly associated with excellence in certain product categories. Venezuelan chocolate maker Chocolates El Rey does little international... View Details
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
- September 2010
- Teaching Note
Fiyta - The Case of a Chinese Watch Company (TN)
Teaching Note for 308025. View Details
- August 2010 (Revised October 2014)
- Case
Herborist
By: John Deighton, Leora Kornfeld, Yanqun He and Qingyun Jiang
Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment... View Details
- August 2010 (Revised October 2010)
- Case
Patagonia
By: Ramon Casadesus-Masanell, Hyunjin Kim and Forest L. Reinhardt
Patagonia was deeply committed to the environment. This commitment, at times, conflicted with the company's goal to create the most innovative products in its industry. Patagonia's founder and executives welcomed imitation of both its environmental commitment and its... View Details
- July 2010
- Case
Monmouth, Inc.
By: Thomas R. Piper and Heide Abelli
The management of Monmouth Inc. is considering whether to acquire the Robertson Tool Company and the value and form that the acquisition should take. Value can be assessed using a variety of approaches including a DCF with WACC analysis, impact on EPS and market... View Details
- July 2010 (Revised March 2016)
- Case
MacroMarkets LLC
By: Robin Greenwood and Luis M. Viceira
MacroMarkets co-founder and CEO Samuel Masucci III is meeting with a strategic partner for his firm. Co-founded with Yale University Professor Robert Shiller, MacroMarkets' main innovation is the "MacroShare," which allows investors to take long or short, levered or... View Details
- July 2010
- Case
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug
By: John A. Quelch and Heather Beckham
Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details
- July 2010 (Revised December 2010)
- Case
Beohemija's Duel
By: Das Narayandas and Kerry Herman
Vladimir Joksic, Director of Marketing for Serbia's Beohemija, along with his marketing team has managed to grow Duel, the firm's soap powder offering from single digits to almost 40% of the Serbian market in just a few short years. He has used innovative and... View Details
- July – August 2010
- Article
Are You Ignoring Trends That Could Shake Up Your Business?
By: Elie Ofek and Luc Wathieu
Virtually all managers in consumer businesses recognize major social, economic, and technological trends. But many do not consider the profound ways in which trends--especially those that seem unrelated to their core markets--influence consumers' aspirations,... View Details
- June 2010 (Revised January 2011)
- Case
Scientific Glass Incorporated: Inventory Management
By: Steven C. Wheelwright and William Schmidt
Scientific Glassware is a fast-growing, privately held company that provides specialized glassware for laboratory and research facilities. Excess inventory is tying up extra capital needed to fund the company's expansion plans. The newly hired Manager of Inventory... View Details
- June 2010 (Revised July 2011)
- Case
Classic Knitwear and Guardian: A Perfect Fit?
By: John A. Quelch and Patricia Girardi
Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details
Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Manufacturing Industry; Apparel and Accessories Industry
- June 2010 (Revised July 2011)
- Teaching Note
Classic Knitwear and Guardian: A Perfect Fit? (Brief Case)
By: John A. Quelch and Patricia Girardi
Teaching Note for 4217. View Details
- June 2010
- Case
FoldRite Furniture Company: Planning to Meet a Surge in Demand
By: Steven C. Wheelwright and Afarin Bellisario
Demand for folding and stackable chairs and tables at FoldRite Furniture Co. is unexpectedly strong. The company spent the previous two years improving manufacturing quality and efficiency, dropping poor-performing product lines, developing new products that are... View Details
- June 2010 (Revised August 2011)
- Case
Tennant Company: Innovating Within and Beyond the Core
By: Lynda M. Applegate, Toby E. Stuart and James Weber
Tennant, a leading producer of floor cleaning equipment, must determine the business model to use for its new chemical-free cleaning technology. In 2005, Tennant Company had developed an innovative, environmentally friendly cleaning technology that could potentially... View Details
- May 2010 (Revised April 2012)
- Teaching Note
Global Knowledge Management at Danone (TN) (A), (B) and (C)
By: Amy C. Edmondson and Natalie Kindred
Teaching Note for 608107. View Details