Fast-Moving Consumer Goods - Publications - Faculty & Research

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

locate their goods in high-traffic locations, where consumers felt free to make on-the-spot "impulse" purchases. This meant the surroundings must be beautiful, exclusive, and comfortable for... View Details

Keywords: by Nancy F. Koehn; Consumer Products; Consumer Products; Consumer Products

17 Mar 2021
Research & Ideas

Beyond Pajamas: Sizing Up the Pandemic Shopper

significantly as more consumers than ever started shopping online. As vaccines fuel hope about life after COVID-19, retailers are trying to learn more about the pandemic shopper. Are they different from the existing online users? Do they... View Details

Keywords: by Ayelet Israeli, Eva Ascarza, and Laura Castrillo; Retail

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

expenditures. Advertisers can get the most bang for the buck if they post their videos on YouTube and then motivate consumers to disseminate the ads for them, via email or social media. Getting an ad to go viral is among the cost-saving... View Details

Keywords: by Carmen Nobel; Advertising

30 Sep 2013
Research & Ideas

Do Mergers Hurt Product Quality?

There's a lot of worry afoot whenever companies merge. Wall Street worries about the stock price. Employees worry about potential job cuts. And consumers worry about the fate of their favorite products: Whither the price and the quality?... View Details

Keywords: by Carmen Nobel; Consumer Products

27 Jul 2009
Research & Ideas

Social Network Marketing: What Works?

leads to almost a 14 percent drop in revenue from the high-status group. Q: Despite the ability to gather millions of users, the business viability of social networking sites seems uncertain. Is there any good news in your findings for... View Details

Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail

08 Jan 2007
What Do You Think?

Neuro Economics: Science or Science Fiction?

apparently unshakeable beliefs about change management turn out not to yield the results we expect." Victoria Pynchon looks forward to the possibility that it will, for example, "give us surprising insight into our inclination to do one another View Details

Keywords: by Jim Heskett

16 Dec 2015
Research & Ideas

Why ‘Sleep on It’ No Longer Sounds Like Great Advice

a string of experiments to test how sleep affects decision making. After all, sleep can do many things—research has shown that a good eight hours of shut-eye can help make people more creative, more attentive, less risky in their... View Details

Keywords: by Michael Blanding; Retail

23 Oct 2006
Research & Ideas

Will the “Long Tail” Work for Hollywood?

long-tail view suggests that consumers will purchase an increasing number and a wider variety of videos, everything from Hollywood classics to obscure foreign films. Long-tail proponents believe that View Details

Keywords: by Julia Hanna; Entertainment & Recreation

26 May 2003
Research & Ideas

What Your Competition is Telling You

commercial properties, and planned communities. So as the Rouse shopping center becomes the place of choice for consumers primarily interested in good jewelry or children's clothes, the competing shopping... View Details

Keywords: by David Stauffer

January 2020
Case

The June Oven

By: Leonard A. Schlesinger and Christian Godwin

The June Oven was a smart oven which was capable of identifying food and cooking it accordingly. This type of smart oven represented the next step in the long history of oven and stove development. Due to the widespread use of traditional ovens, the market for the June... View Details

Citation

Educators

Purchase

27 Jul 2011
Research & Ideas

Customer Loyalty Programs That Work

panoply of Internet sites. It's just as hard to differentiate on price, for similar reasons: any consumer with an Internet connection can quickly determine if that flat-screen TV that Walmart claims is at a blowout price actually is.... View Details

Keywords: by Maggie Starvish; Retail

19 May 2020
Research & Ideas

Why Privacy Protection Notices Turn Off Shoppers

good thing not to have any privacy policy,” John says. It’s almost as if you had the choice of two banks in a sketchy neighborhood, one with bulletproof glass and one without. For their last experiment, the researchers consciously tried... View Details

Keywords: by Michael Blanding; Retail

07 Aug 2000
Research & Ideas

Rocket Science Retailing

double their profits—especially retailers of products with short life cycles, such as clothing, consumer electronics, books, and music. But despite the potentially high payoff—and a commonly accepted belief among retailers that early... View Details

Keywords: by Marshall L. Fisher, Ananth Raman & Anna Sheen McClelland; Retail

02 Oct 2013
What Do You Think?

Is Leadership an Increasingly Difficult Balancing Act?

ephemeral state of entropy we live in, called Digital." We're left with impression that changes in leadership required for success in the fast-moving information economy will be achieved with limited discomfort. And yet we are... View Details

Keywords: by James Heskett

21 Apr 2003
Research & Ideas

Will American Brands Be a Casualty of War?

overseas backlash against U.S. goods? A: Long before the Iraq conflict, the triumphal tone of America's global march set off a backlash. Brands such as McDonald's, Starbucks, and The Gap have become targets for protesters in many parts of the world. But so far... View Details

Keywords: by Sean Silverthorne

01 Oct 2008
Research & Ideas

How Much Time Should CEOs Devote to Customers?

the current economic downturn, companies need marketing skills more than ever. But while every corporate mission statement pays lip service to respecting customer needs, actual customer expertise is typically a mile wide and an inch deep. A View Details

Keywords: by John Quelch

14 Sep 2015
Research & Ideas

Rewriting the Rules of Service Competition

well. As a result, these organizations staff very carefully, hiring for attitude and then training for skills, whether the business is fast food or cutting-edge medical organizations such as the Mayo Clinic. These are not good places to... View Details

Keywords: by James Heskett, W. Earl Sasser & Leonard A. Schlesinger; Retail

November 2014
Teaching Note

Marketing Marijuana in Colorado

By: John A. Quelch

The case, set in the middle of 2014, reviews the first six months of marketplace activity in Colorado, following the legalization of marijuana for recreational use and the expansion of marijuana retailing from medical dispensaries to recreational stores. The case... View Details

Keywords: Marketing Innovations; Retail Government Services; Public Health; Agribusiness; Customers; Goods and Commodities; Government and Politics; Health; Marketing; Society; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America