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  • 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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  • 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

    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

      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

        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

        • 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
        • 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

          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)

            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

              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
              • 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

                Sunil Gupta

                Co-Chair, Driving Digital Strategy

                Sunil Gupta is the Edward W. Carter Professor of Business Administration and  co-chair of the executive program on Driving... View Details

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

                  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

                    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

                      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

                        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

                          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
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                          • 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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                            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