Marketing Research - Publications - Faculty & Research

09 Dec 2019
News

Identify Great Customers from Their First Purchase

John T. Gourville

John Gourville is the Albert J. Weatherhead, Jr. Professor of Business Administration at the Harvard Business School. He joined the HBS Marketing Unit in 1995 after receiving his Ph.D. at the University of Chicago in marketing and behavioral research. His most... View Details

Keywords: agribusiness; biotechnology; consumer products; health care; high technology; medical supplies; pharmaceuticals; retailing

Rohit Deshpande

Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program,... View Details

Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry

10 Aug 2015
Research & Ideas

New Medical Devices Get To Patients Too Slowly

innovator. By contrast, previous research by Harvard's David Carpenter and others found that first movers in new chemical drug categories typically receives the fastest FDA approval, with every follow-on drug in the same category taking... View Details

Keywords: by Michael Blanding; Health; Technology

September 2010 (Revised February 2011)
Case

Red Lobster

By: David E. Bell and Jason Riis

Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details

Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry

Citation

Educators

Purchase

Victoria Ivashina is the Lovett-Learned Professor of Finance and Head of the Finance Unit at Harvard Business School. She also serves as a Research Associate at the National Bureau of Economic Research (NBER), a Research Fellow at the Center for Economic Policy... View Details

Keywords: banking; federal government; financial services; investment banking industry; private equity (LBO funds); private equity (other)

Terrence Tianshuo Shi

Terrence Tianshuo Shi is a doctoral student at Harvard Business School. He was awarded the John M. Olin Research Fellowship in Law and Economics at Harvard Law School and named a Deloitte Foundation Doctoral Fellow for 2024. Prior to joining the doctoral program,... View Details

Benson P. Shapiro

Benson P. Shapiro is a well-known authority on marketing strategy and sales management with particular interests in pricing, product line planning, and marketing organization. He is also the Malcolm P. McNair Professor of Marketing Emeritus at the Harvard Business... View Details

Magie Cheng

Mengjie (Magie) Cheng is a Ph.D. student in Marketing at Harvard Business School. She received her B.S. in Finance from Chu Kochen Honors College at Zhejiang University and M.S. in Management Science and... View Details

Julian De Freitas

Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry

05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

authors of Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers (HBS Press, 2008). Transformation is just one metaphor that finds expression in products that satisfy deeply held consumer needs and desires. Other... View Details

Keywords: by Martha Lagace; Consumer Products

Lauren Rice

Lauren is a doctoral student in the Business Economics program. Her research interests include finance, development economics, health economics, and industrial organization. He graduated from Harvard College in 2020, where he studied Economics and... View Details

Ashley V. Whillans

Ashley Whillans is the Volpert Family Associate Professor of Business Administration at the Harvard Business School, where she teaches the Motivation and Incentives course to MBA students. Professor Whillans earned her PhD in Social Psychology from the University of... View Details

Jung Koo Kang

Jung Koo Kang is an assistant professor in the Accounting and Management Unit. He teaches the Financial Reporting and Control course in the MBA required curriculum.

Professor Kang’s research focuses on financial technology and innovation, alternative data,... View Details

Shira Li

Shira Li is a doctoral student in the Business Economics program. Her research interests include finance, industrial organization, and market design. She graduated from Harvard College in 2019 with an A.B. in Math and Computer Science and a... 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

Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States

Citation

Educators

Purchase

Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels ＆ motels; food; beverage

Jonas Heese

Jonas Heese is a Professor of Business Administration in the Accounting & Management (A&M) Unit at Harvard Business School.He serves as a course head of Financial Reporting and Control in the MBA core curriculum and teaches The Anatomy of... View Details

Charlotte L. Robertson

Charlotte Robertson is an Assistant Professor in the Business, Government, and the International Economy Unit at Harvard Business School. She teaches BGIE in the MBA required curriculum.

Professor Robertson conducts research on the history of financial... View Details

Jingpeng Hong

Jingpeng is a Ph.D. student in Marketing at Harvard Business School. Previously, he received a B.A. in Economics from the National School of Development, Peking University and a M.A. in Social Sciences, Economics from the University of Chicago. His research interests... View Details

Publications