Filter Results
:
(8,612)
Show Results For
-
All HBS Web
(8,612)
- People (21)
- News (1,708)
- Research (5,545)
- Events (57)
- Multimedia (75)
- Faculty Publications (3,842)
Show Results For
-
All HBS Web
(8,612)
- People (21)
- News (1,708)
- Research (5,545)
- Events (57)
- Multimedia (75)
- Faculty Publications (3,842)
- 2014
- Other Teaching and Training Material
Marketing Reading: Segmentation and Targeting
By: Sunil Gupta
This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then...
View Details
Keywords:
Behavioral Segmentation;
Conjoint Analysis;
Demographic Segmentation;
Geographic Segmentation;
Market Opportunities;
Market Segmentation;
Marketing;
Marketing Strategy;
Psychographic Segmentation;
Unethical Marketing Practices;
United States
Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
- September–October 2002
- Article
Market Power and Power Markets
By: Jurgen Weiss
The paper provides results of a serious of experiments with experienced subjects exploring the relationship between elements of electricity market design and competitive outcomes. The two primary variables examined are a) the price formation (nodal versus uniform with...
View Details
Weiss, Jurgen. "Market Power and Power Markets." Interfaces 32, no. 5 (September–October 2002): 37–46.
- 2008
- Working Paper
Competition and Resource Sensitivity in Marriage and Roommate Markets
By: Bettina-Elisabeth Klaus
We consider one-to-one matching markets in which agents can either be matched as pairs or remain single. In these so-called roommate markets agents are consumers and resources at the same time. We investigate two new properties that capture the effect a newcomer has on...
View Details
Klaus, Bettina-Elisabeth. "Competition and Resource Sensitivity in Marriage and Roommate Markets." Harvard Business School Working Paper, No. 09-072, December 2008.
- 2021
- Article
Nudging the Commute: Using Behaviorally-Informed Interventions to Promote Sustainable Transportation
By: Ashley Whillans, Joseph Sherlock, Jessica Roberts, Shibeal O'Flaherty, Lyndsay Gavin, Holly Dykstra and Michael Daly
Dramatic reductions in carbon emissions must take place immediately. A human-centric method of reducing environmental impacts is to “nudge” employees away from single-occupancy vehicles (SOVs) toward more sustainable commuting options. While an abundance of research...
View Details
Keywords:
Behavioral Science;
Transportation Demand Management;
Commuting;
Single-occupancy Vehicle Commutes;
Transportation;
Behavior;
Change;
Environmental Sustainability
Whillans, Ashley, Joseph Sherlock, Jessica Roberts, Shibeal O'Flaherty, Lyndsay Gavin, Holly Dykstra, and Michael Daly. "Nudging the Commute: Using Behaviorally-Informed Interventions to Promote Sustainable Transportation." Behavioral Science & Policy 7, no. 2 (2021): 27–49.
- 27 Jun 2019
- Working Paper Summaries
The Effect of Payment Choices on Online Retail: Evidence from the 2016 Indian Demonetization
- 08 Mar 2016
- Video
Marketing and CPG
- October 2014 (Revised October 2015)
- Case
Procter & Gamble, 2015
By: John R. Wells and Galen Danskin
On July 30, 2015, Procter & Gamble (P&G) announced headline double-digit earnings per share growth for the year ended June 30. A closer look at the numbers suggested a less healthy picture. Sales, volumes, and operating profits were down. Investors were not impressed;...
View Details
Keywords:
Strategic Analysis;
Strategy;
Consumer Products;
Global;
Procter & Gamble;
Corporate Strategy;
Competition;
Consumer Products Industry
Wells, John R., and Galen Danskin. "Procter & Gamble, 2015." Harvard Business School Case 715-429, October 2014. (Revised October 2015.)
- August 2014 (Revised March 2015)
- Case
Pivots and Incentives at LevelUp
By: Benjamin Edelman and Karen Webster
LevelUp's mobile payments service lets users scan a smartphone barcode rather than swipe a credit card. Will consumers embrace the service? Will merchants? LevelUp considers adjustments to make the service attractive to both consumers and merchants, while trying to...
View Details
Keywords:
Mobile Payments;
Smartphone;
Credit Cards;
Interchange Fee;
Mobile Marketing;
Product Positioning;
Competitive Strategy;
Mobile Technology;
Technology Networks;
Food and Beverage Industry;
Food and Beverage Industry;
United States
Edelman, Benjamin, and Karen Webster. "Pivots and Incentives at LevelUp." Harvard Business School Case 915-001, August 2014. (Revised March 2015.) (request courtesy copy.)
- October 2014 (Revised May 2017)
- Teaching Note
Pfizer and AstraZeneca: Marketing an Acquisition (A) & (B)
By: John A. Quelch
- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar...
View Details
Keywords:
Brand Management;
Market Research;
Brand Positioning;
Value Proposition;
Consumer Products;
Fast Moving Consumer Goods;
Qualitative Methods;
Zaltman Metaphor Elicitation Technique;
ZMET;
Data Analysis;
Marketing;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Marketing Communications;
Analytics and Data Science;
Analysis;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States;
North America;
Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
- July 2019
- Teaching Note
Miroglio Fashion
By: Sunil Gupta
Teaching Note for HBS Nos. 519-053, 519-070, and 519-072.
View Details
- December 2009
- Teaching Note
TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)
By: V. Kasturi Rangan and Sunru Yong
Teaching Note for 4065.
View Details
- January 2019 (Revised July 2021)
- Case
Analytical Space: The Next Frontier?
By: Thomas R. Eisenmann, Jeffrey J. Bussgang and David Lane
With one satellite aloft and in the midst of beta testing in late 2018, Analytical Space founders Justin Oliveira and Dan Nevius turned to critical questions about the pioneering startup’s go-to-market, pricing, and business development strategy. Analytical Space aimed...
View Details
Keywords:
Pricing Decisions;
Demand Validation;
Revenue Model;
Business Development;
Space Tech;
Satellites;
Earth Observation;
Remote Sensing;
Business Startups;
Emerging Markets;
Growth and Development Strategy;
Finance;
Selection and Staffing;
Business Strategy;
Aerospace Industry
Eisenmann, Thomas R., Jeffrey J. Bussgang, and David Lane. "Analytical Space: The Next Frontier?" Harvard Business School Case 819-089, January 2019. (Revised July 2021.)
- 20 Jul 2020
- Op-Ed
It's Time for a Bipartisan Health Plan for Employers and Employees
HRA-Public Option combination, employers that are now compelled to continually raise out-of-pocket expenses to employees to control health care costs will no longer be caught in the middle between the complaints of employees and the View Details
- 12 Nov 2021
- News
Why the Chip Shortage Drags On and On … and On
- March – April 2009
- Article
Market Research and Innovation Strategy in a Duopoly
By: Dominique Lauga and Elie Ofek
We model a duopoly in which ex-ante identical firms must decide where to direct their innovation efforts. The firms face market uncertainty about consumers' preferences for innovation on two product attributes and technology uncertainty about the success of their R&D...
View Details
Keywords:
Profit;
Innovation and Management;
Demand and Consumers;
Duopoly and Oligopoly;
Research and Development;
Competitive Strategy
Lauga, Dominique, and Elie Ofek. "Market Research and Innovation Strategy in a Duopoly." Marketing Science 28, no. 2 (March–April 2009): 373–396.
- September 2014
- Article
The Interrelationships Between Brand and Channel Choice
By: Scott Neslin, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef and Z. John Zhang
We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search...
View Details
Keywords:
Brand Choice;
Channel Choice;
Utility Theory;
Marketing;
Decision Choices and Conditions;
Consumer Behavior;
Learning;
Electronics Industry;
Auto Industry;
Information Technology Industry;
Telecommunications Industry;
Aerospace Industry
Neslin, Scott, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef, and Z. John Zhang. "The Interrelationships Between Brand and Channel Choice." Marketing Letters 25, no. 3 (September 2014): 319–330.
- 2022
- Chapter
Capitalism and the Environment
By: Geoffrey Jones
Capitalism drove the environmental decimation of the planet. The environment was seen as a free good, while the consequences of dirty industrial and agricultural processes were seen as external to the firm. Public policies largely allowed this to happen, as politicians...
View Details
Keywords:
History;
Environment;
Sustainability;
Capitalism;
Ethics;
Business History;
Environmental Sustainability;
Green Technology;
Pollution;
Climate Change
Jones, Geoffrey. "Capitalism and the Environment." Chap. 8 in Evolutions of Capitalism: Historical Perspectives: 1200–2000, edited by Catherine Casson and Philipp Robinson Rössner, 187–211. Bristol, United Kingdom: Bristol University Press, 2022.
- June 2016 (Revised March 2017)
- Case
Global Wine War 2015: New World Versus Old
By: Christopher A. Bartlett and Sarah McAra
This case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers in the battle for the Chinese wine market in 2015. China’s wine consumption growth presented a large and fast-growing export target that was extremely...
View Details
Keywords:
Competitive Advantage;
Government Regulation;
Industry Analysis;
International Business;
International Marketing;
Market Entry;
Exports;
Business And Government Relations;
China;
Europe;
France;
Australia;
Trade;
Global Strategy;
Governing Rules, Regulations, and Reforms;
Consumer Behavior;
Market Entry and Exit;
Competition;
Food and Beverage Industry;
France;
Europe;
Australia;
China
Bartlett, Christopher A., and Sarah McAra. "Global Wine War 2015: New World Versus Old." Harvard Business School Case 916-415, June 2016. (Revised March 2017.)
- February 2020
- Article
Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs
By: Rachel Gershon, Cynthia Cryder and Leslie K. John
While selfish incentives typically outperform prosocial incentives, in the context of customer referral rewards, prosocial incentives can be more effective. Companies frequently offer “selfish” (i.e., sender-benefiting) referral incentives, offering customers financial...
View Details
Keywords:
Incentives;
Prosocial Behavior;
Judgment And Decision-making;
Referral Rewards;
Motivation and Incentives;
Consumer Behavior;
Decision Making
Gershon, Rachel, Cynthia Cryder, and Leslie K. John. "Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs." Journal of Marketing Research (JMR) 57, no. 1 (February 2020): 156–172.