Publications

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March 1994
Case

Materials Technology Corp.

By: Clayton M. Christensen

Materials Technology Corp. (MTC) is an MIT-based start-up company that identified an initial product market for its advanced materials-processing technology using conventional market research techniques. While pursuing that market--advanced microelectronic... View Details

Keywords: Marketing Strategy; Technology; Markets; Product Development; Innovation and Management; Electronics Industry; Computer Industry; United States

13 Jan 2003
Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

proposition and becomes a more profound basis for developing marketing strategy than, say, technical superiority or long-lasting benefits. While the latter attributes are important, it is because they serve the deeper needs of connection... View Details

Keywords: by Manda Mahoney

05 Apr 2017
Research & Ideas

For Women Especially, It Pays to Know What Car Repairs Should Cost

Quotes, published in the February issue of Journal of Marketing Research. The large-scale field experiment investigated whether price expectations of consumers--male or female--can influence the final price. The answer: yes. The View Details

Keywords: by Wendy Guild Swearingen; Auto; Service

Olivia S. Kim

Olivia Kim is an assistant professor of business administration in the Entrepreneurial Management Unit at Harvard Business School. She teaches the Entrepreneurial Management course in the MBA required curriculum.

Professor Kim's research examines how firms... View Details

April 1999 (Revised May 2000)
Case

Compaq Computer: Intel Inside?

By: David E. Bell and Ann Leamon

Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer notebook line. If the low-priced, non-Intel notebook is a success, the company will maintain or increase its 45% share... View Details

Keywords: Distribution; Production; Success; Performance Evaluation; Mathematical Methods; Competition; Computer Industry

September 2014
Case

Crescent Pure

By: John A. Quelch and Alisa Zalosh

Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned... View Details

Amit Goldenberg is an assistant professor in the Negotiation Organization & Markets unit, an affiliate with Harvard’s View Details

21 Nov 2023
Research & Ideas

Employee Negativity Is Like Wildfire. Manage It Before It Spreads.

Regulating our own emotions in stressful situations is difficult enough, but business leaders face the added challenge of attempting to regulate the collective emotions of the groups they lead to guide them toward success. Now, research... View Details

Keywords: by Kristen Senz

Research Summary

Capital Markets, Investment, and Competition

By: Michael E. Porter

Michael E. Porter's research into issues of capital allocation, first published in the report 'Capital Choices,' is the basis for continuing research that examines how U.S. capital markets distort competitive behavior and investment. A report to the Competitiveness... View Details

Research Summary

Overview

Hisano’s research addresses the social and cultural implications of technological development and economic changes mainly in the twentieth-century United States. By analyzing the regulation, manipulation, and presentation of food color, her current book project links... View Details

Keywords: Business History; Consumer Behavior; Agribusiness; Food And Environment; Business Strategy; Commercialization; Business And Government; Advertising; Goods and Commodities; Food; History; Government and Politics; Marketing; Business and Government Relations; Advertising Industry; Food and Beverage Industry; Chemical Industry; United States

Justine Murray

Justine is a doctoral student in the Micro Organizational Behavior unit at Harvard Business School. Her research interests include callings, meaningful work, time, money and happiness and how individuals account for each of these factors when making decisions about... View Details

November 1982 (Revised November 1984)
Case

Information Resources, Inc. (A)

Information Resources, Inc. (IRI) is a small but rapidly growing marketing research firm. IRI's major product, BehaviorScan, provides the most completely controllable and measurable marketing program testing facility in the world. It includes UPC electronic scanning at... View Details

Keywords: Product Development; Product Marketing

Find at Harvard

01 Jun 2011
News

Want Creative Workers? Loosen the Reins, Boss

October 1997
Case

L'Oreal of Paris: Bringing 'Class to Mass' with Plenitude

By: Robert J. Dolan

L'Oreal's strategy is to "trickle down" technology over time from high-end outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United... View Details

Keywords: Problems and Challenges; Marketing Strategy; Brands and Branding; Globalization; Beauty and Cosmetics Industry; Retail Industry; France; United States

2018
Book

Horngren's Cost Accounting: A Managerial Emphasis

By: Srikant M. Datar and Madhav Rajan

Horngren’s Cost Accounting defines the cost accounting market and continues to innovate today by consistently integrating the most current practice and theory into the text. This acclaimed, market-leading text emphasizes the basic theme of “different costs for... View Details

Keywords: Cost Accounting; Management