Demand And Consumers - Publications - Faculty & Research - Harvard Business School

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September 2010
Case

Angola and the Resource Curse

By: Aldo Musacchio, Eric D. Werker and Jonathan Schlefer

Since emerging from decades of conflict in 2002, Angola has been growing at a scorching double-digit rate, led by its oil industry. But the nation remains beset with seemingly intractable problems: immense inequality, low life expectancy, a non-diversified economy, and... View Details

Keywords: Crime and Corruption; Developing Countries and Economies; Financial Crisis; Borrowing and Debt; Financial Institutions; Globalized Economies and Regions; Policy; Government Administration; Emerging Markets; Natural Environment; Angola

12 Nov 2021
News

Why the Chip Shortage Drags On and On … and On

09 Jul 2014
Working Paper Summaries

Activist Directors: Determinants and Consequences

Keywords: by Ian D. Gow, Sa-Pyung Sean Shin & Suraj Srinivasan

February 2017 (Revised May 2022)
Case

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details

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

October 2024 (Revised February 2025)
Case

AI and Brand Management: Promises and Perils

By: Julian De Freitas and Elie Ofek

As AI gains traction across industries, companies anticipate that AI will revolutionize both backend processes and customer-facing interactions—with brands eager to leverage AI for tailored marketing materials and automated consumer engagements. Yet, despite a dramatic... View Details

Keywords: AI and Machine Learning; Brands and Branding; Reputation; Technology Adoption; Competitive Advantage

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

12 Jan 2015
News

Why Online Retailers Are Starting to Care About Your Feelings

Keywords: e-commerce; consumer behavior; innovation; Retail Trade

February 2010
Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery

Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details

Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales

March 2014
Article

Search Diversion and Platform Competition

By: Andrei Hagiu and Bruno Jullien

Platforms use search diversion in order to trade off total consumer traffic for higher revenues derived by exposing consumers to unsolicited products (e.g., advertising). We show that competition between platforms leads to lower equilibrium levels of search diversion... View Details

Keywords: Market Intermediation; Search; Two-Sided Markets; Platform Design; Platform Competition; Competition; Two-Sided Platforms

Find at Harvard

July 2019
Teaching Note

Miroglio Fashion

By: Sunil Gupta

Teaching Note for HBS Nos. 519-053, 519-070, and 519-072. View Details

Keywords: Inventory Management; Demand Forecasting; Artificial Intelligence; Machine Learning; Forecasting and Prediction; Operations; Management; Decision Making; Marketing; AI and Machine Learning; Apparel and Accessories Industry; Apparel and Accessories Industry

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

February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

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

Keywords: by Regina E. Herzlinger and Richard J. Boxer; Health; Insurance

April 1993 (Revised October 1995)
Case

ALZA and Bio-Electro Systems (A): Technological and Financial Innovation

By: Josh Lerner and Peter Tufano

To develop the next generation of risky products, ALZA, a mature and profitable biotechnology firm specializing in drug delivery systems, must raise $40 million. Organizational constraints and competitive concerns demand that the work be done inside the firm. However,... View Details

Keywords: Risk and Uncertainty; Technological Innovation; Business Subsidiaries; Decision Choices and Conditions; Corporate Finance; Medical Devices and Supplies Industry; Medical Devices and Supplies Industry

February 2018 (Revised April 2018)
Case

Yunnan Baiyao: Transforming a Chinese State-Owned Enterprise

By: Michael Chu, William C. Kirby, Nancy Hua Dai and Yuanzhuo Wang

This case tells the story of how Wang Minghui, Chairman of Yunnan Baiyao Group since 1999, transformed a single-product traditional Chinese medicine (TCM) state-owned enterprise (SOE) into a major diversified consumer health player in China's highly competitive... View Details

Keywords: State-owned Enterprise (SOE); Traditional Chinese Medicine; Yunnan; Yunnan Baiyao; Consumer Health; Enterprise Transformation; Transformation; Health; Business History; State Ownership; Private Ownership; Business Strategy; Commercialization; Competition; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; China

2024
Working Paper

Principles and Content for Downstream Emissions Disclosures

By: Robert S. Kaplan and Karthik Ramanna

In a previous paper, we proposed the E-liability carbon accounting algorithm for companies to measure and subsequently reduce their own and their suppliers’ emissions. Some investors and stakeholders, however, want companies to also be accountable for downstream... View Details

Keywords: Carbon Emissions; Disclosure; Carbon Footprint; Climate Change; Measurement and Metrics; Corporate Disclosure; Environmental Sustainability; Corporate Social Responsibility and Impact

2022
Working Paper

Stories, Statistics and Memory

By: Thomas Graeber, Christopher Roth and Florian Zimmermann

For most decisions, we rely on information encountered over the course of days, months or years. We consume this information in various forms, including abstract summaries of multiple data points – statistics – and contextualized anecdotes about individual instances... View Details

Keywords: Decision Choices and Conditions; Information Types; Media; Cognition and Thinking

February 2004
Case

Bradman and Tendulkar, LLC

By: Ananth Raman and Vishal Gaur

An investment firm is trying to project inventory turns for Radio Shack, a chain of consumer electronics stores. The investment firm has access to public financial data but not to internal operational metrics. It needs to project inventory turns because inventory... View Details

Keywords: Forecasting and Prediction; Cash Flow; Demand and Consumers; Distribution Channels; Mathematical Methods; Valuation

2021
Chapter

Digital Transformation and the Salesforce: Observations, Warnings, and Recommendations

By: Frank V. Cespedes

Sales is a crucial test for organizational change, including productive use (or not) of new technologies. Changes in selling always have wider organizational implications, because so many other decisions and resource commitments in firms depend upon demand forecasts... View Details

Keywords: Sales; Salesforce Management; Organizational Change and Adaptation; Digital Transformation

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