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  • All HBS Web  (1,240)
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  • 02 Apr 2015
  • Research & Ideas

Digital Initiative Summit: Who Has the Power in the Music Industry?

music that consumers encounter? Those questions were debated at the "Digital Music: Recreating the Industry" panel on March 30 the at the Digital Initiative Summit at Harvard Business School. "It's interesting to think about the source of... View Details
Keywords: Re: Felix Oberholzer-Gee; Music
  • May 2018 (Revised February 2019)
  • Case

The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft

By: Jeffrey F. Rayport, Julia Kelley and Nathaniel Schwalb
As of early 2018, five U.S. technology companies—Google, Apple, Facebook, Amazon, and Microsoft—were among the largest companies in the world. Similarly, three Chinese technology firms—Baidu, Alibaba, and Tencent, or BAT—had emerged as global players due in part to the... View Details
Keywords: Internet and the Web; Business Ventures; Customers; Analytics and Data Science; Safety; Corporate Strategy; Competitive Strategy; Technology Industry
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Rayport, Jeffrey F., Julia Kelley, and Nathaniel Schwalb. "The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft." Harvard Business School Case 818-111, May 2018. (Revised February 2019.)
  • Article

Believe Me, I Have No Idea What I Am Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion

By: Uma R. Karmarkar and Zakary L. Tormala
This research explores the effect of source certainty-that is, the level of certainty expressed by a message source-on persuasion. The authors propose an incongruity hypothesis, suggesting that source certainty effects depend on perceived source expertise. In three... View Details
Keywords: Research; Experience and Expertise; Risk and Uncertainty; Consumer Behavior; Performance Expectations; Interests; Power and Influence
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Karmarkar, Uma R., and Zakary L. Tormala. "Believe Me, I Have No Idea What I Am Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion." Journal of Consumer Research 36, no. 6 (April 2010): 1033–1049.
  • 04 May 2009
  • Working Paper Summaries

An Ounce of Prevention: The Power of Public Risk Management in Stabilizing the Financial System

Keywords: by David A. Moss; Banking; Financial Services
  • 2025
  • Working Paper

Residential Battery Storage - Reshaping The Way We Do Electricity

By: Christian Kaps and Serguei Netessine
In this paper, we aim to understand when private households invest in behind-the-meter battery storage next to rooftop solar and how those batteries impact households, the electricity market, and emissions. We answer three main research questions: 1) When do customers... View Details
Keywords: Solar Power; Energy Storage; Technology And Innovation Management; Energy; Energy Policy; Renewable Energy; Technological Innovation; Innovation and Management; Energy Industry
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Kaps, Christian, and Serguei Netessine. "Residential Battery Storage - Reshaping the Way We Do Electricity." Working Paper, February 2025.
  • May 2018
  • Article

Using Online Prices for Measuring Real Consumption Across Countries

By: Alberto Cavallo, Erwin Diewert, Robert C. Feenstra, Robert Inklaar and Marcel P. Timmer
We show that online prices can be used to construct quarterly purchasing power parities (PPPs) with a closely matched set of goods and identical methodologies in a variety of developed and developing countries. Our results are close to those reported by the... View Details
Keywords: Purchasing Power Parity; International Economy; Online Prices; Billion Prices Project; Economics; Macroeconomics; Price; Internet and the Web; Spending; Economy; Global Range; Measurement and Metrics
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Cavallo, Alberto, Erwin Diewert, Robert C. Feenstra, Robert Inklaar, and Marcel P. Timmer. "Using Online Prices for Measuring Real Consumption Across Countries." AEA Papers and Proceedings 108 (May 2018): 483–487.
  • September–October 2017
  • Article

The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests

By: Ron Kohavi and Stefan Thomke
In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing, a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details
Keywords: Experiments; A/B Testing; Research; Consumer Behavior
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Kohavi, Ron, and Stefan Thomke. "The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests." Harvard Business Review 95, no. 5 (September–October 2017): 74–82.
  • 2022
  • Working Paper

Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking

By: John William Hatfield and Jonathan Wallen
We investigate the relationship between the interest rates offered to consumers in a deposit banking market and the contact that banks in that market have with each other in other markets. We show, in a simple theoretical model, that such overlapping relationships... View Details
Keywords: Antitrust; Deposit Banking; Market Power; Multimarket Contact; Banks and Banking; Markets; Competition
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Hatfield, John William, and Jonathan Wallen. "Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking." Working Paper, January 2022.
  • January 2021 (Revised May 2021)
  • Case

Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details
Keywords: Data Analytics; Data Privacy; Data Management; "Marketing Analytics"; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Retail Industry; Technology Industry; United States
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Ascarza, Eva, and Ayelet Israeli. "Amazon Shopper Panel: Paying Customers for Their Data." Harvard Business School Case 521-058, January 2021. (Revised May 2021.)
  • 2019
  • Working Paper

Real Exchange Rate Behavior: New Evidence from Matched Retail Goods

By: Alberto Cavallo, Brent Neiman and Roberto Rigobon
We use a dataset containing daily prices for thousands of matched retail products in nine countries to study tradable-goods real exchange rates. Prices were collected from the websites of large multi-channel retailers and then carefully matched into narrowly-defined... View Details
Keywords: Purchasing Power Parity; Online Prices; Real Exchange Rate; Macroeconomics; Currency Exchange Rate; Price; Internet and the Web
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Cavallo, Alberto, Brent Neiman, and Roberto Rigobon. "Real Exchange Rate Behavior: New Evidence from Matched Retail Goods." Harvard Business School Working Paper, No. 20-040, January 2019.
  • 2017
  • Working Paper

The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

By: Ryan Hamilton and Uma R. Karmarkar
Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical... View Details
Keywords: Consumer Choice; Market Research; Decision Making Process; Decision; Marketing Research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research
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Hamilton, Ryan, and Uma R. Karmarkar. "The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making." Marketing Science Institute Report, No. 17-109, May 2017.
  • February 22, 2023
  • Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America
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Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
  • 19 Mar 2014
  • Research & Ideas

A Brand Manager’s Guide to Losing Control

Thanks (or no thanks) to social media, brand managers have lost the power to control the perception of their products through carefully orchestrated advertising campaigns. These days, consumers are in... View Details
Keywords: by Carmen Nobel; Advertising
  • 20 Feb 2017
  • Research & Ideas

Having No Life is the New Aspirational Lifestyle

phenomenon.) In another experiment that should be of interest to brand managers, the researchers confirmed the potential power of a “sell busyness” strategy. Five hundred participants were asked to rate the status of View Details
Keywords: by Michael Blanding
  • 01 Aug 2018
  • What Do You Think?

Are Free Trade and Free Markets Quaint Ideas From the Past?

maximize the purchasing power of consumers or if it is to reinforce certain government favoured industries and, indirectly, the people who work and invest in those industries. After more than thirty years... View Details
Keywords: by James Heskett
  • 12 Dec 2012
  • Research & Ideas

Book Excerpt: Strength in Numbers

Professor Gunnar Trumbull disagrees. In his new book, Strength in Numbers: The Political Power of Weak Interests, Trumbull shows how groups such as consumers can effect change by forming interest-driven... View Details
Keywords: Re: Gunnar Trumbull
  • March 2003 (Revised August 2005)
  • Case

Making SMaL Big: SMaL Camera Technologies

By: Clayton M. Christensen and Scott Duncan Anthony
SMaL Camera Technologies CEO Maurizio Arienzo was trying to decide what market opportunities SMaL should target. The company had developed a revolutionary imaging technology that powered small digital still and video cameras. Its first-generation product--a kit to... View Details
Keywords: Product Development; Decision Making; Disruptive Innovation; Market Entry and Exit; Electronics Industry; Computer Industry; Massachusetts
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Christensen, Clayton M., and Scott Duncan Anthony. "Making SMaL Big: SMaL Camera Technologies." Harvard Business School Case 603-116, March 2003. (Revised August 2005.)
  • May–June 2024
  • Article

What Makes a Successful Celebrity Brand?

By: Ayelet Israeli, Jill Avery, Leonard A. Schlesinger and Matt Higgins
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. View Details
Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer Advertising; Influencer; Brands and Branding; Product Marketing; Power and Influence; Advertising; Social Media; Consumer Products Industry; United States
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Israeli, Ayelet, Jill Avery, Leonard A. Schlesinger, and Matt Higgins. "What Makes a Successful Celebrity Brand?" Harvard Business Review 102, no. 3 (May–June 2024): 50–55.
  • September 2023
  • Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand & Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
  • 16 Jun 2008
  • Research & Ideas

Seven Tips for Managing Price Increases

yourself paying more attention to the prices of everything you buy? You are not alone. Consumers everywhere are more price aware. People who've been indifferent to price increases for years are suddenly amazed at what things now cost. How... View Details
Keywords: by John Quelch
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