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    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
    • 01 Mar 2023
    • News

    3-Minute Briefing: Qiao Ma (MBA 2010)

    life): “Observation, not prediction.” As a predictor, you have a view and look for evidence to support it. As an observer, I try to forget what I believed yesterday and look at today’s events with a fresh set of eyes. The Asian markets... View Details
    Keywords: Julia Hanna; stock market; investment; finance; Australia; China; Asia; strategy; Securities, Commodities, and Other Financial Investments; Finance

      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
      • 12 Sep 2023
      • Research & Ideas

      How Can Financial Advisors Thrive in Shifting Markets? Diversify, Diversify, Diversify

      Professor of Business Administration. “And in this situation, you get stuck there if you only offer a few services, don't have a good marketing strategy, or you don't really have a good referral program.” The View Details
      Keywords: by Ben Rand; Financial Services
      • 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
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      • 21 Jul 2022
      • Research & Ideas

      Did Pandemic Stimulus Funds Spur the Rise of 'Meme Stocks'?

      The US government set out to support consumers and jolt the economy when it issued federal stimulus checks during the early months of the COVID-19 pandemic. But actually, that money helped propel questionable investments in “meme stocks,” one of the most visible... View Details
      Keywords: by Rachel Layne; Financial Services

        Victoria Ivashina

        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)
        • 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

            Robin Greenwood

            Robin is the George Gund Professor of Finance and Banking at Harvard Business School. He serves as the Senior Associate Dean for Faculty Development and Research. He is past faculty director of the Behavioral Finance and Financial Stability project, chair of... View Details

            Keywords: banking; financial services

              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

              • May 1980
              • Case

              Kendall-Vetmat

              Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations... View Details
              Keywords: Decision Making; Product Launch; Product Development
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                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

                  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

                  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; 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; marketing industry; marketing industry
                  • 21 Jul 2021
                  • Research & Ideas

                  What Does an ESG Score Really Say About a Company?

                  Receiving more information can clarify the complex, but not when it comes to environmental, social, and governance (ESG) scores. A recent study shows that the more information a company discloses about its ESG practices, the more rating agencies disagree on how well... View Details
                  Keywords: by Kristen Senz
                  • 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
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                    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

                      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
                      • July 2003 (Revised October 2018)
                      • Case

                      Starbucks: Delivering Customer Service

                      By: Youngme Moon and John Quelch
                      Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details
                      Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry
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                        Jill J. Avery

                        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