Publications

01 Jun 2002
News

Ads Improve Consumer Decisions

Advertising can be good for you! Sounds fishy to the average consumer, but it's implied by conclusions from research by HBS associate professor Bharat Anand and his colleague, Ron Shachar, of Tel Aviv University. The pair began by... View Details

Keywords: Laura Singleton (MBA 1988)

September 1997 (Revised September 1997)
Case

Koc Holding: Arcelik White Goods

By: John A. Quelch

Management is considering its options for future international expansion. Koc is the dominant supplier of white goods (kitchen appliances) in Turkey and has been increasing its export efforts. As lower import tariffs invite foreign competitors to enter Turkey, Koc must... View Details

Keywords: Expansion; Multinational Firms and Management; Emerging Markets; Consumer Products Industry; Consumer Products Industry; Turkey

January 2017 (Revised October 2021)
Case

Delivering the Goods at Shippo

By: Jeffrey J. Bussgang, Jeffrey F. Rayport and Olivia Hull

Laura Behrens Wu, CEO of software start-up Shippo, prepares her pitch for a Series A funding round following a successful seed round. Customer adoption of Shippo’s e-commerce dashboard application, which allows small and medium retailers to compare delivery rates... View Details

04 Jun 2024
Research & Ideas

Navigating Consumer Data Privacy in an AI World

be forgotten.” So, if someone asks a company to delete their records because they don't want to be part of any data analysis or algorithms, the company needs to act fast and get it done. Sticking to the usual way of doing things isn't a View Details

Keywords: by Rachel Layne; Technology; Information Technology

31 May 2007
Working Paper Summaries

Extremeness Seeking: When and Why Consumers Prefer the Extremes

Keywords: by John T. Gourville & Dilip Soman

29 Aug 2023
News

Helping Consumers Decarbonize their Purchases

This episode of Climate Rising features a conversation between Professor and host Mike Toffel and Sanchali Pal (MBA 2018), founder and CEO of Commons, an app designed to help consumers make more climate-friendly purchasing decisions by... View Details

06 Dec 2022
Research & Ideas

Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

because consumers are using an imperfect shortcut to make a decision, which makes them more susceptible to inferring that altered products are better, even in situations when this is not true. “It operates in this zone where there is some... View Details

Keywords: by Michael Blanding; Consumer Products; Consumer Products

17 Mar 2016
News

Researchers find a wealth of unconscious decision making among consumers

November 2007
Article

Measuring Consumer and Competitive Impact with Elasticity Decompositions

Marketing investments are designed to change consumer behavior in ways that help goods compete in the marketplace. Previous research has focused on using elasticity decompositions to measure how these investments affect either consumer decision making or competing... View Details

Keywords: Decision Choices and Conditions; Investment Return; Marketing Strategy; Consumer Behavior; Measurement and Metrics; Mathematical Methods; Competitive Advantage

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26 Mar 2012
Research & Ideas

What Neuroscience Tells Us About Consumer Desire

electrical current, they pressed the lever over and over again, hundreds of times per hour, foregoing food or sleep, until many of them dropped dead from exhaustion. Further research found pleasure centers exist in human brains, too. “People are fairly View Details

Keywords: by Carmen Nobel; Consumer Products

November 2017 (Revised November 2021)
Case

Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy

By: Raffaella Sadun, David J. Collis, Amram Migdal and Kerry Herman

The case focuses on Irene Rosenfeld’s tenure as CEO of the global snack food company Mondelēz International. Beginning in 2006, she had led the company through many acquisitions, including France’s LU Biscuit and British confectionery company Cadbury, before, in 2012,... View Details

15 Jul 2002
Research & Ideas

Going Green Makes Good Business Sense

food they consumed to the jobs they took. Environmental quality does behave like a luxury good.— Forest L. Reinhardt All that has changed, partly due to alarming disasters such as the Exxon Valdez oil spill in 1989 and the 1984 Union... View Details

Keywords: by Martha Lagace

01 Sep 2009
News

Consumer Finance Makes HBS Debut

against rivals? The third level of analysis is the political economy. All the businesses that we study at HBS work in the context of a larger political economy. Consumer finance businesses, in particular, more so than many others, operate... View Details

Keywords: Roger Thompson; Colleges, Universities, and Professional Schools; Educational Services; Finance

July–August 2018
Article

From Niche to Mainstream (HBR Case Study)

By: Elie Ofek

A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented. View Details

Keywords: New Product Marketing; Retail Trade; Private Label; International Expansion; Cultural Branding; Consumer Packaged Goods (CPG); Product Marketing; Expansion; Global Range; Brands and Branding; Strategy; Food and Beverage Industry; Retail Industry