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- All HBS Web (140)
- Faculty Publications (37)
Show Results For
- All HBS Web (140)
- Faculty Publications (37)
- 19 Apr 2010
- Research & Ideas
The History of Beauty
the consumer products giant Unilever, published some years ago. This company had a long-established business in soap and other toiletries, but spent decades after World War II striving without great success to expand its business into... View Details
- 25 Aug 2014
- HBS Case
Starbucks Reinvented
what could have been the company's death knell as the financial crisis hit home and consumers cinched their belts. "Schultz understood that you can't lift your foot off the gas pedal when you're attempting to transform a... View Details
- 08 Aug 2005
- Research & Ideas
A Balanced Scorecard Approach To Measure Customer Profitability
marketing, technical, and sales resources; extra post-sales support for installation, training, warranty, and field service; and liberal payment terms. While all of these services create value and loyalty among customers, none of them... View Details
Keywords: by Robert S. Kaplan
- 26 Oct 2022
- Research & Ideas
How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)
YouTube influencers amass followers by filming everything from popping pimples to reviewing lipstick, with businesses watching closely for marketing opportunities. But audience loyalty only goes so far. When YouTubers post too many paid... View Details
- 24 Apr 2018
- First Look
First Look at New Research and Ideas, April 24, 2018
consumers trust a platform, revealing acceptable information flows increases ad effectiveness. Studies 5a and 5b, conducted in the field with a loyalty program website (i.e., a trusted platform), demonstrate... View Details
Keywords: Sean Silverthorne
- Web
Marketing Awards & Honors - Faculty & Research
2020 Eva Ascarza : Selected as a Marketing Science Institute Scholar in 2020. Jill J. Avery : Winner of the 2020 Case Centre Award in the Marketing Category for “Predicting Consumer Tastes with Big Data at Gap” (HBS Case 517-115) with... View Details
- 01 Mar 2024
- News
Giving All Stakeholders a Voice
create a blockchain-based disaster relief platform for FEMA. Meanwhile, in the consumer sector, Ava Labs and SK Planet, a subsidiary of the South Korean conglomerate SK, collaborated to build a loyalty... View Details
Keywords: April White
- 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
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
marketing communications for the first and second quarter of the year. What’s the right strategy for a CMO during a crisis such as the COVID-19 pandemic? During the week of March 23, 2020, Edelman, a global communications firm, conducted a survey of 12,000 View Details
Keywords: by Jill Avery and Richard Edelman
- 10 Oct 2011
- Research & Ideas
Retailing Revolution: Category Killers on the Brink
viable for the vast majority of mass retailers or for category killers in particular. Unique Assortments. An alternative is for retailers to create unique item assortments that cannot be found elsewhere. This presents an opportunity to forge a bond and View Details
- 04 Jun 2014
- What Do You Think?
Does Internet Technology Threaten Brand Loyalty?
technologies have brought us into a new age of international relations, but they have profound implications for the way we do business as well. For example, a question has arisen about how information both about us and available to us affects our behaviors,... View Details
- 30 Jan 2020
- Research & Ideas
The Upside of Highlighting a Product's Downsides
The researchers also monitored whether customers closed their accounts during that time. The data helped researchers compare the loyalty and profit potential of customers who received each marketing message. After all, credit cards are... View Details
Keywords: by Danielle Kost
- 01 Mar 2014
- News
Generation Next
the conglomerate and Mumbai business circles. Above all, family-run companies in India value loyalty and seniority. But the maneuvers worked. Over the next few years, the business started to rebound, marking a turning point for Godrej,... View Details
- 22 Feb 2000
- Research & Ideas
The Mind of the Market: Extending the Frontiers of Marketing Thought
"What is the nature of loyalty?" HBS Professor Gerald Zaltman asks. But it's not brand loyalty he's concerned with: rather, it's loyalty in its most fundamental sense. "What is the anatomy of loyalty?" he... View Details
Keywords: by Martha Lagace
- 17 Mar 2021
- Research & Ideas
Beyond Pajamas: Sizing Up the Pandemic Shopper
their loyalty patterns by looking at the repeat purchase rate of these new customers compared with those of existing users. To do that, we calculated the portion of consumers who bought again within 60 days... View Details
- 01 Dec 2015
- News
Faculty Q&A: The Price Is Right
What intrigued you about the pay-what-you-want (PWYW) model? It’s very unusual for a firm or a seller to completely relinquish pricing power to their customers. Typically consumers encounter a price, and then they decide whether or not... View Details
Keywords: Julia Hanna
- 23 Oct 2006
- Research & Ideas
Will the “Long Tail” Work for Hollywood?
long-tail view suggests that consumers will purchase an increasing number and a wider variety of videos, everything from Hollywood classics to obscure foreign films. Long-tail proponents believe that View Details
- 01 Apr 2002
- News
Professorship Brings Brierley's HBS Connection Full Circle
Airlines' AAdvantage program, Brierley pioneered a customer loyalty program that would change the way consumers would select their travel providers. "While the goal of the program was to identify American's... View Details
- 16 Jun 2003
- Research & Ideas
Peeling Back the Global Brand
moment.) Why detergent? Why Europe? In Europe, consumers in individual countries may cling to a long-standing loyalty to certain beloved products: so-called heritage brands. In Europe, sometimes the same... View Details
- 26 Feb 2014
- Research & Ideas
How Grocery Bags Manipulate Your Mind
organic and indulgent items. Photo: iStockPhoto Looking at loyalty card data from a large grocery chain in California, Karmarkar and Bollinger tracked and analyzed 936,232 purchases by 5,987 households across two years. To assess organic... View Details