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Show Results For
- All HBS Web
(8,617)
- People (21)
- News (1,755)
- Research (5,675)
- Events (73)
- Multimedia (77)
- Faculty Publications (3,969)
- June 2020
- Case
Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center
By: William R. Kerr, Daniel O'Connor and James Palano
Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the... View Details
Keywords: Future Of Work; Retail; Ecommerce; Alibaba; Consumer Products; Innovation; Innovation and Invention; Product Development; Consumer Behavior; E-commerce; Consumer Products Industry; Retail Industry; China
Kerr, William R., Daniel O'Connor, and James Palano. "Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center." Harvard Business School Case 820-087, June 2020.
- 2013
- Chapter
Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story
By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details
Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry
Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
- 2022
- Working Paper
Product2Vec: Leveraging Representation Learning to Model Consumer Product Choice in Large Assortments
By: Fanglin Chen, Xiao Liu, Davide Proserpio and Isamar Troncoso
We propose a method, Product2Vec, based on representation learning, that can automatically learn latent product attributes that drive consumer choices, to study product-level competition when the number of products is large. We demonstrate Product2Vec’s... View Details
Chen, Fanglin, Xiao Liu, Davide Proserpio, and Isamar Troncoso. "Product2Vec: Leveraging Representation Learning to Model Consumer Product Choice in Large Assortments." NYU Stern School of Business Research Paper Series, July 2022.
- Research Summary
Relative Thinking and Consumer Choice
Fixed differences appear smaller when compared to large differences. Professor Schwartzstein has proposed a model of relative thinking, in which a person weighs a given change by less when he compares it to a larger range. Relative thinking implies that a person is... View Details
- 2015
- Chapter
Consuming Brands
By: Jill Avery and Anat Keinan
Traditional definitions of branding often underestimate the value a brand has for infusing a choice situation with meaning. This chapter explores how people consume brands and presents three perspectives on the meaning of brands that have diverse theoretical roots in... View Details
Avery, Jill, and Anat Keinan. "Consuming Brands." Chap. 8 in The Cambridge Handbook of Consumer Psychology, edited by Michael I. Norton, Derek D. Rucker, and Cait Lamberton. New York: Cambridge University Press, 2015.
- Research Summary
Consumer Habituation
This paper examines how consumers willingness to pay for goods is determined by past patterns of consumption. The central result is a theorem of interior maximum, which states that willingness to pay for a good is maximized at a moderate level of habitual... View Details
- 26 Jan 2015
- Working Paper Summaries
The Rise and Fall of Demand for Securitizations
- 2021
- Article
Consumer Disclosure
By: Tami Kim, Kate Barasz and Leslie John
As technological advances enable consumers to share more information in unprecedented ways, today’s disclosure takes on a variety of new forms, triggering a paradigm shift in what “disclosure” entails. This review introduces two factors to conceptualize consumer... View Details
Keywords: Disclosure; Passive Disclosure; Information; Internet and the Web; Consumer Behavior; Situation or Environment
Kim, Tami, Kate Barasz, and Leslie John. "Consumer Disclosure." Consumer Psychology Review 4 (2021): 59–69.
- 2014
- Working Paper
The Rise and Fall of Demand for Securitizations
By: Sergey Chernenko, Samuel G. Hanson and Adi Sunderam
Collateralized debt obligations (CDOs) and private-label mortgage-backed securities (MBS) backed by nonprime loans played a central role in the recent financial crisis. Little is known, however, about the underlying forces that drove investor demand for these... View Details
Chernenko, Sergey, Samuel G. Hanson, and Adi Sunderam. "The Rise and Fall of Demand for Securitizations." NBER Working Paper Series, No. 20777, December 2014.
- January 1979 (Revised February 1987)
- Background Note
Note on Market and Consumer Research
Discusses scope of market and consumer research, steps in the research process, and how managers use research in marketing and decision-making. View Details
Reibstein, David J., and L. Scott Ward. "Note on Market and Consumer Research." Harvard Business School Background Note 579-136, January 1979. (Revised February 1987.)
- April 2010
- Teaching Note
Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug (Brief Case)
By: John A. Quelch and Heather Beckham
Teaching Note to 4183 View Details
- 13 Jan 2015
- News
Start-Ups Are Helping Consumers Make Better Health Care Purchases
- July 2011 (Revised January 2012)
- Teaching Note
Demand Media (TN)
By: John Deighton and Leora Kornfeld
Teaching Note for 512021. View Details
- 2024
- Article
Supply and Demand and the Term Structure of Interest Rates
By: Robin Greenwood, Samuel Hanson and Dimitri Vayanos
We survey the growing literature emphasizing the role that supply-and-demand forces play in shaping the term structure of interest rates. Our starting point is the Vayanos and Vila (2009, 2021) model of the term structure of default-free bond yields, which we present... View Details
Greenwood, Robin, Samuel Hanson, and Dimitri Vayanos. "Supply and Demand and the Term Structure of Interest Rates." Annual Review of Financial Economics 16 (2024): 115–151.
- 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
Steenburgh, Thomas J. "Measuring Consumer and Competitive Impact with Elasticity Decompositions." Journal of Marketing Research (JMR) 44, no. 4 (November 2007): 636–646.
- August 2022
- Article
What Makes a Good Image? Airbnb Demand Analytics Leveraging Interpretable Image Features
By: Shunyuan Zhang, Dokyun Lee, Param Vir Singh and Kannan Srinivasan
We study how Airbnb property demand changed after the acquisition of verified images (taken by Airbnb’s photographers) and explore what makes a good image for an Airbnb property. Using deep learning and difference-in-difference analyses on an Airbnb panel dataset... View Details
Keywords: Sharing Economy; Airbnb; Property Demand; Computer Vision; Deep Learning; Image Feature Extraction; Content Engineering; Property; Marketing; Demand and Consumers
Zhang, Shunyuan, Dokyun Lee, Param Vir Singh, and Kannan Srinivasan. "What Makes a Good Image? Airbnb Demand Analytics Leveraging Interpretable Image Features." Management Science 68, no. 8 (August 2022): 5644–5666.