Consumer Research - Publications - Faculty & Research

10 Apr 2012
First Look

First Look: April 10

widely, and research shows that it's often tough to increase profits by investing abroad. A new study of the grocery retail industry reveals that with a few exceptions globalization's benefits have not accrued to retailers. Local... View Details

Keywords: Carmen Nobel

13 Dec 2016
News

Eye Appeal Is Buy Appeal: Business Creates the Color of Foods

November 2012
Case

The Universalization of L'Oréal

By: Rajiv Lal and Carin-Isabel Knoop

In 2010, half of the world's cosmetics sales came from the so-called emerging markets for the first time; L'Oréal opened three new subsidiaries, in Egypt, Pakistan, and Kazakhstan; and the Paris, France-based cosmetics and personal care powerhouse declared its... View Details

Keywords: Retailing; Marketing; Cosmetics Industry; L'Oreal; India; R＆D; Globalization; Product Development; Research and Development; Emerging Markets; Retail Industry; Latin America; Asia; Middle East

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Marketing - Doctoral

Marketing The doctoral program in Marketing draws on a variety of underlying disciplines to research important marketing management problems centered on the immediate and future needs and wants of customers. Students in the marketing... View Details

28 Nov 2007
Research & Ideas

B2B Branding: Does it Work?

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Many business-to-business (B2B) CEOs view marketing as the domain of View Details

Keywords: by John Quelch; Consumer Products

23 Aug 2011
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First Look: August 23

http://www.amacad.org/publications/Challenges.aspx Advertising, the Matchmaker Authors:Bharat N. Anand and Ron Shachar Publication:RAND Journal of Economics 42, no. 2 (summer 2011) Abstract We empirically study the informational role of advertising in matching View Details

Keywords: Sean Silverthorne

15 May 2007
First Look

First Look: May 15, 2007

sociologists (and increasingly, economists) view networks to be essential to the functioning of markets, I will review much of the work that has been done in economic sociology on the formation of networks, as well as a little of the View Details

Keywords: Martha Lagace

13 Jan 2014
Research & Ideas

How Government Can Restore the Faith of Citizens

research , Buell and Norton had experimented with customer satisfaction in travel and dating websites. They found that when these sites visually showed the effort being exerted by the site during searches or transactions, customers were... View Details

Keywords: by Michael Blanding

June 2018
Article

Video Content Marketing: The Making of Clips

By: Xuan Liu, Savannah Wei Shi, Thales S. Teixeira and Michel Wedel

Consumers have an increasingly wide variety of options available to entertain themselves. This poses a challenge for content aggregators who want to effectively promote their video content online through original trailers of movies, sitcoms, and video games. Marketers... View Details

Keywords: Film Entertainment; Marketing; Digital Marketing; Performance Effectiveness; Performance Improvement

Citation

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28 Jul 2009
First Look

First Look: July 28

Working PapersNone this week PublicationsAdverse Selection in Online 'Trust' Certifications Author:Benjamin Edelman Publication:Proceedings of ICEC'09 (forthcoming). ACM International Conference Proceeding Series Abstract Widely used online "trust"... View Details

Keywords: Martha Lagace

10 Feb 2015
First Look

First Look: February 10

entry) as a means of reconciling non-monotonic incentive responses to competition, effectively manipulating the number and skills distribution of contestants facing one another. February 2015 GfK Marketing Intelligence Review Beyond Bedlam: How View Details

Keywords: Sean Silverthorne

2009
Article

Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric

By: Jolie M. Martin, John Beshears, Katherine L. Milkman, Max H. Bazerman and Lisa Sutherland

Research over the last several decades indicates the failure of existing nutritional labels to substantially improve the healthiness of consumers' food and beverage choices. The difficulty for policy-makers is to encapsulate a wide body of scientific knowledge in a... View Details

Keywords: Judgments; Food; Nutrition; Labels; Knowledge Use and Leverage; Demand and Consumers; Measurement and Metrics; Mathematical Methods

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John A. Quelch is Executive Vice Chancellor and Distinguished Professor of Social Science at Duke Kunshan University. He is also John DeButts Professor at Duke University's Fuqua School of Business. Between 2017 and 2023 he was the Leonard M. Miller University... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

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Business Economics - Doctoral

lens of business. Jointly administered by HBS and the Department of Economics in the Faculty of Arts and Sciences, the program combines theoretical analysis with in-depth, interdisciplinary research rooted in real-world applications.... View Details

28 Feb 2013
Working Paper Summaries

Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising

Keywords: by Pavel Kireyev, Koen Pauwels & Sunil Gupta; Advertising

Myra M. Hart

Myra Hart's research focus is high potential entrepreneurship. She has taught MBA and executive programs, co-chaired the entrepreneurship unit, and led several HBS initiatives. As a founding memberView Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products

15 Apr 2013
Research & Ideas

Solving the Search vs. Display Advertising Quandary

these investments motivated consumers to plunk down their credit cards or fill out an application for a service. That's why the Internet has been such a godsend to companies, says Sunil Gupta, the Edward W. Carter Professor of Business... View Details

Keywords: by Michael Blanding; Advertising

March 2012
Article

The Influence of Prior Industry Affiliation on Framing in Nascent Industries: The Evolution of Digital Cameras

By: Mary J. Benner and Mary Tripsas

New industries sparked by technological change are characterized by high technological, market, and competitive uncertainty. In this paper we explore how a firm's conceptualization of products in this context, reflected in its introduction of product features, is... View Details

Keywords: Technology; Transformation; Risk and Uncertainty; Competitive Strategy; Product; Values and Beliefs; Mathematical Methods; Power and Influence; Behavior; Experience and Expertise; Design; Market Entry and Exit; Employment Industry; Computer Industry

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18 May 2010
First Look

First Look: May 18

http://www.hbs.edu/research/pdf/10-095.pdf Cases & Course MaterialsMonsanto: Helping Farmers Feed the World David E. Bell, Carin-Isabel Knoop, and Mary ShelmanHarvard Business School Case 510-025 Monsanto has led the effort to bring biotechnology to bear on food... View Details

Keywords: Martha Lagace

July 2012
Case

Performance Management at Vitality Health Enterprises, Inc.

By: John Bingham and Michael Beer

Vitality Health Enterprises, a medium-sized firm that manufactures health and personal care products, has experienced six straight quarters of strong revenue growth. James Hoffman, the new Senior Vice President of Human Resources, fears that the chain of success is... View Details