Fast-moving Consumer Goods - Publications - Faculty & Research

27 Oct 2002
Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

service lines, market segments, and competitive positioning. Marketing did the thinking, managed the brand and consumer franchise in consumer goods companies, and provided... View Details

Keywords: by Benson Shapiro

02 Dec 2010
What Do You Think?

Making Right Choices: Art or Science?

explores choices we make as consumers of products and services, many of which she has observed in her numerous experiments. Her definition of choice is "the ability to exercise control over ourselves and our environment. In order to... View Details

Keywords: by Jim Heskett

29 Aug 2018
What Do You Think?

What Should Harley-Davidson’s Management Do?

Harley demographic aging out of the sport the new concepts are a step in the right direction most of all, the product must be right.” Kevin O’Meara agreed, saying that, “the tariffs and the ‘Twitter war’ are masking the true issues (1) Aging View Details

Keywords: by James Heskett; Auto

18 Feb 2019
Book

What’s Really Disrupting Business? It’s Not Technology

going to do it more conveniently,’” says Thales S. Teixeira, author of the new book Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption, which debuts tomorrow. “Incumbents tend to respond to decoupling by gluing... View Details

Keywords: by Danielle Kost; Beauty & Cosmetics; Insurance; Service; Retail

31 Aug 2021
Book

Feeling Powerless at Work? Time to Agitate, Innovate, and Orchestrate

supplies in the 1980s. "As the rise and fall of De Beers exemplifies, while a diamond may be forever, power is not." But in recent years, competition from other diamond sellers has increased, providing customers with many more alternatives to DeBeers, plus many View Details

Keywords: by Jay Fitzgerald

28 Oct 2014
First Look

First Look: October 28

http://hbr.org/product/Whole-Foods--the-Path-to-/an/615019-PDF-ENG Harvard Business School Case 915-001 Pivots and Incentives at LevelUp LevelUp's mobile payments service lets users scan a smartphone barcode rather than swipe a credit card. Will View Details

Keywords: Carmen Nobel

11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

nature. The resulting “100% Pure New Zealand” campaign—which targeted travelers in the United States, Germany, United Kingdom, Australia, and Singapore—helped boost tourist visits by 50 percent from 1999 to 2005. New Zealand couldn’t have achieved that success if it... View Details

Keywords: by Danielle Kost; Tourism

02 May 2017
First Look

First Look at New Research: May 2, 2017

April 14, 2017 Harvard Business Review Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It By: Deighton, John A. Abstract—United Airlines has pledged to improve its training programs and empower its... View Details

Keywords: Carmen Nobel

28 Feb 2012
First Look

First Look: Feb. 28

reforms, we find that an increase in female representation in local government induces a large and significant rise in documented crimes against women in India. Our evidence suggests that this increase is good news, driven primarily by... View Details

Keywords: Sean Silverthorne

06 Jul 2016
What Do You Think?

How Do We Pay for the Costs of Globalization?

and limit ‘globalization’ to commercial terms To me, ‘globalization’ means increasing knowledge of how other people in the world live and think.” Doug Kinsey set forth a view shared more or less by many discussants when he said, “Sure, we’ve benefitted from... View Details

Keywords: by James L. Heskett; Manufacturing

Web

Buy Now, Pay Later: Credit and the Market Economy: The Rise of Credit Reporting

the Courts Credit and Information Technology Credit in a Consumer Society Research Links Credits “Credit is the vital air of the system of modern commerce. It has done more — a thousand times more — to enrich nations than all the mines of... View Details

2009
Chapter

Creating Superior Customer Value in a Connected World

By: Ranjay Gulati

"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing... View Details

Keywords: Customer Satisfaction; Customer Value and Value Chain; Consumer Behavior; Product Design; Social and Collaborative Networks; Value Creation

Citation

02 May 2025
Blog Post

How to Work with Search Firms

Instead of reaching out to a general firm inbox, find the partner who leads the practice area most relevant to you or the associates who support that partner. For example, a practice area might focus specifically on CMOs in consumer tech.... View Details

07 Jan 2002
Research & Ideas

How Marketing Can Reduce Worldwide Poverty

insights, à la the "Just Say No" campaign. But let's say your goals are a good deal more ambitious. You care about benefiting society as a whole. You want to help people stuck in grinding poverty. You want to know what villagers... View Details

Keywords: by Martha Lagace

01 Mar 2024
News

The Internet's Next Frontier

While the Crypto, Fintech, and Web3 Lab—one of 13 labs contained within Harvard’s Digital Data Design Institute—might not have the Bunsen burners and test tubes found in science and engineering labs, it does share a philosophical construct: it is a sandbox—an... View Details

Keywords: Jennifer Gillespie

28 Mar 2012
What Do You Think?

Are Factory Jobs Important to the Economy?

Summing Up: What Next, If Manufacturing Proves Not To Be A Creator Of Those Good "factory Jobs" Of The Past? Manufacturing is essential to the health of an economy. It both fuels and results from innovation. It is natural in the course of... View Details

Keywords: by James Heskett; Manufacturing

15 Dec 2023
News

Exploring Business Opportunities in Africa; Alumni Grapple with Plastic Waste Problem

continent is also attracting attention from China, Europe, and the US for its immense mineral resources, human capital and consumer opportunity. While opportunities abound in all sectors, more support is needed on the ground: investment,... View Details

Keywords: Margie Kelley

22 Mar 2013
Research & Ideas

Pulling Campbell’s Out of the Soup

company in January 2001. In the late 1990s, the company increased prices and lost many consumers to less expensive soup brands. Rather than bring prices back down, to maintain earnings Campbell cut costs by reducing advertising and laying... View Details

Keywords: by Dina Gerdeman; Food & Beverage

20 Oct 2010
Op-Ed

Export Competitiveness: Reversing the Logic

sustained growth while pursuing a strong export orientation provided the empirical backdrop for this approach. Government policy to achieve export-led growth is then essentially about findings ways to increase the ability to sell domestically produced View Details

Keywords: by Christian Ketels

28 Oct 2022
Blog Post

Latina Women in Leadership: Shirley Verónica Cardona (MBA 2012)

scale. HBS played a critical role in equipping me with a general management skill set. The case method, specifically, prepared me to confidently take on work across new industries from consumer goods to... View Details

Publications