Publications

January–February 2020
Article

Consumer Reactions to Drip Pricing

By: Shelle Santana, Steven Dallas and Vicki Morwitz

This research examines how drip pricing—a strategy whereby a firm advertises only part of a product’s price upfront and then reveals additional mandatory or optional fees/surcharges as the consumer proceeds through the buying process—affects consumer choice and... View Details

Keywords: Drip Pricing; Pricing; Consumer Protection; Hidden Fees; Price; Consumer Behavior; Perception

Find at Harvard

November 1992
Case

Montecito State College

A state college seeks to boost enrollment in its extension courses and continuing education programs. Competition from other educational institutions is strong. Satellite campuses, developed to offer students greater convenience, have not proved popular. The college... View Details

Keywords: Higher Education; Marketing Communications; State Ownership; Education Industry

May 2010
Supplement

Tim Westergren of Pandora Radio

By: Willy C. Shih and Halle Alicia Tecco

Pandora Radio is at a crossroads. Founder Tim Westergren has just been told by a well known VC to get rid of his unprofitable customers in order to get his costs down, but Westergren is not sure that such actions are consistent with his company's business model.... View Details

Keywords: History; Business Model; Customers; Venture Capital; Internet and the Web; Cost Management; Outcome or Result; Customization and Personalization; Growth and Development Strategy; Music Industry

September 2010
Case

Angie's List

Angie's List is a paid subscription-based service that gives consumers online access to member-submitted reviews of plumbers, electricians, and other home service providers. Customer and revenue growth are strong, but customer acquisition costs are high and the company... View Details

Keywords: Internet and the Web; Price; Competitive Advantage; Product Launch; Service Industry; United States

16 Oct 2013
HBS Seminar

Minjae Song, University of Rochester

March 2020
Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli

Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details

Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising Industry; Advertising Industry; Advertising Industry

August 2022 (Revised June 2024)
Exercise

How Should Netflix Add an Ad-Supported Tier?

By: Elie Ofek and Olivier Toubia

In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture... View Details

Keywords: Pricing; Television Industry; Price; Marketing Strategy; Digital Platforms; Customer Value and Value Chain; Competitive Strategy; Customer Satisfaction; Entertainment and Recreation Industry

November 1993
Case

Colonial Broadcasting Co.

Colonial Broadcasting, a major American television network, must determine whether fact-based television movies garner higher Nielsen ratings than movies based on fictional concepts. Furthermore, the network must decide whether to accept a fixed-fee advertising... View Details

Keywords: Cost vs Benefits; Advertising; Media and Broadcasting Industry; United States

23 Jun 2015
First Look

First Look: June 23, 2015

show how this process of experimentation can be particularly valuable in the context of entrepreneurship because most new ventures fail completely, and only a few become extremely successful. We also shed light on important costs to this... View Details

Keywords: Sean Silverthorne

11 Jun 2013
First Look

First Look: June 11

non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which companies can... View Details

Keywords: Carmen Nobel

18 Feb 2009
First Look

First Look: February 18, 2009

Working PapersDeterring Online Advertising Fraud Through Optimal Payment in Arrears (revised) Author:Benjamin Edelman Abstract Online advertisers face substantial difficulty in selecting and supervising... View Details

Keywords: Martha Lagace

02 Mar 2007
What Do You Think?

What Is the Government’s Role in US Health Care?

Summing Up This month's exchange of ideas regarding U.S. healthcare reform ranged far and wide. Some of us were interested primarily in the issue of cost escalation and how to contain it. Others addressed issues of quality. For still... View Details

Keywords: by Jim Heskett; Health

September 2011 (Revised August 2013)
Case

The Pepsi Refresh Project: A Thirst for Change

By: Michael I. Norton and Jill Avery

In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details

Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry

November 1999 (Revised June 2006)
Case

DLJdirect: "Putting Our Reputation Online"

By: Thomas R. Eisenmann and Gillian Morris

Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its... View Details

Keywords: Marketing Strategy; Marketing Communications; Competitive Strategy; Decision Choices and Conditions; Investment; Cost Management; Business Plan; Research and Development; Customers; Budgets and Budgeting; Online Advertising; Internet; Financial Services Industry