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April 2019
Article

Internalizing Global Value Chains: A Firm-Level Analysis

By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi

In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details

Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization

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2017
Working Paper

Internalizing Global Value Chains: A Firm-Level Analysis

By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi

In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details

Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization

2020
Working Paper

Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach

By: Eva Ascarza

The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can... View Details

Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Customer Value and Value Chain; Consumer Behavior; Analytics and Data Science; Mathematical Methods; Retail Industry

30 May 2018
Research & Ideas

Should Retailers Match Their Own Prices Online and in Stores?

study is the first to look at whether self-matching pays off as a pricing strategy. “When you talk to millennials in particular, you find out they accept that prices don’t have to be the same across channels” The researchers surveyed nearly 500 View Details

Keywords: by Dina Gerdeman; Retail

September 2010
Case

Aaron's: Household Goods for the U.S. Base of the Pyramid

By: Michael Chu and Charles Augustus Smithgall IV

With $2.5 billion system-wide revenues, Aaron's, a major rent-to-own supplier to the U.S. base of the pyramid, continues to grow in the recession, but CEO R.C. Loudermilk, Jr. wonders how long the company can sustain the fast growth rate of its past. Founded in 1955,... View Details

Keywords: Fairness; For-Profit Firms; Renting or Rental; Financial Crisis; Demand and Consumers; Social Enterprise; Income; Goods and Commodities; Competitive Strategy; Growth and Development Strategy; Consumer Products Industry; United States

Forthcoming
Article

The Institutional Sources of Economic Transformation: Explaining Variation in Energy Transitions

By: Jared Finnegan, Phillip Lipscy, Jonas Meckling and Florence Metz

Why are some governments more effective in promoting economic change than others? We develop a theory of the institutional sources of economic transformation. Institutions can facilitate transformation through two central mechanisms: insulation and compensation.... View Details

Keywords: Policy; Business and Government Relations; Supply and Industry; Demand and Consumers; Transformation; Economic Systems; Climate Change

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August 2014
Case

Four Products: Predicting Diffusion (2014)

By: John Gourville

An updated "Four Products" case. This 2014 version includes: raw lobster meat, electric-powered Formula One race cars, a 3D printer for cosmetics, and a "smart" tennis racket. These four products form the basis to assess the drivers of new product adoption. In... View Details

Keywords: Product Diffusion; Innovation and Invention; Product Launch; Marketing; Demand and Consumers; Technology Adoption

April 2008
Case

Four Products: Predicting Diffusion (2008)

By: John T. Gourville

An updated "Four Products" case. This 2008 version includes: sliced peanut butter, foldable bicycle tires, high-end wooden puzzles, and artificial dirt for thoroughbred race tracks. These four products form the basis to assess the drivers of new product adoption. In... View Details

Keywords: Forecasting and Prediction; Innovation and Invention; Product Marketing; Demand and Consumers; Adoption

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

marketing can be used to create a political process that entices consumers (voters) rather than makes them cynical. "We wanted to elevate understanding of the power and importance of marketing as a force for social good," the... View Details

Keywords: by Sean Silverthorne

November 2005 (Revised September 2007)
Case

Beijing Hualian

By: David E. Bell and Mary L. Shelman

China's fifth largest domestic retailer faced intensifying competition from Wal-Mart and Carrefour with the opening of China's fast-growing retail market in January 2005. In response, Beijing Hualian developed a new "Family Store" format targeted at the nation's... View Details

Keywords: Marketing Strategy; Product Positioning; Consumer Behavior; Competition; Corporate Strategy; Retail Industry; China

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Article

Marketing Complex Financial Products in Emerging Markets: Evidence from Rainfall Insurance in India

By: Sarthak Gaurav, Shawn A. Cole and Jeremy Tobacman

Recent financial liberalization in emerging economies has led to the rapid introduction of new financial products. Lack of experience with financial products, low levels of education, and low financial literacy may slow adoption of these products. This article reports... View Details

Keywords: Literacy; Insurance; Marketing; Decisions; Demand and Consumers; Financial Instruments; Emerging Markets; Education; Personal Finance; Agribusiness; Developing Countries and Economies; Innovation and Invention; Gujarat

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23 Nov 2021
Research & Ideas

The Vinyl Renaissance: Take Those Old Records Off the Shelf

consumers aren’t buying it, the reason why the artists care about the vinyl is because it’s an extension of their craft and a medium that communicates the care that went into creating their art in the first place. Gazette: With such high... View Details

Keywords: by Christine Pazzanese, Harvard Gazette; Music

February 2004 (Revised March 2004)
Case

Fuel Cells: The Hydrogen Revolution?

By: Thomas R. Eisenmann and Ryland Matthew Willis

The challenges faced in establishing hydrogen fuel cell-powered transportation in the United States, which promises to reduce greenhouse gas emissions and dependence on imported oil is examined. Foremost among these challenges is a "chicken-and-egg" dynamic: consumers... View Details

Keywords: Taxation; Environmental Sustainability; Infrastructure; Government Administration; Energy Sources; Business and Government Relations; Network Effects; Transportation; Green Technology Industry; Energy Industry; European Union; Japan; United States

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October 2022 (Revised November 2023)
Case

Framebridge (A): Reimagining Custom Framing

By: Rembrand Koning and Alicia Dadlani

In December 2018, Susan Tynan, founder and CEO of Framebridge, a four-year-old venture-backed startup that sold online custom framing, formulated plans for the future. Her vision was to revolutionize the $4 billion industry by making custom framing easy, transparent,... View Details

Keywords: Business Startups; Business Strategy; Entrepreneurship; Operations; Consumer Products Industry; United States; District of Columbia; Kentucky

June 2023 (Revised October 2024)
Teaching Note

Clash of Two Giants Simulation Exercise Teaching Note

Teaching Note for HBS Case No. 623-092. Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides—consumers and those providing applications or services—need access... View Details

Keywords: Platform Strategy; Customer Acquisition; Technology Platform; Competitive Strategy; Network Effects; Digital Platforms; Management Skills

December 2018
Case

Choosy

By: Jeffrey J. Bussgang and Julia Kelley

Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details

16 Jun 2020
Research & Ideas

Your Customers Have Changed. Here's How to Engage Them Again.

further forced changes to customers and hence firm-based behaviors. The outcome of customers’ health and fears has resulted not in a traditional recession but a “deaccession,” where supply and demand exist, but customer-access to products... View Details

Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service

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

Article

The Social Utility of Feature Creep

By: Debora V. Thompson and Michael I. Norton

Previous research shows that consumers frequently choose products with too many features that they later find difficult to use. Our research shows that this seemingly suboptimal behavior may in fact confer benefits when factoring in the social context of consumption.... View Details

Keywords: Impression Management; Social Influence; Conspicuous Consumption; Signaling; Product Features; Consumer Behavior; Information Technology; Experience and Expertise; Status and Position

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April 2021
Teaching Note

Drinkworks: Home Bar by Keurig

By: Sunil Gupta and Jonathan Levav

Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details

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