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    • All HBS Web  (1,018)
      • Faculty Publications  (91)

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      • July 2012 (Revised August 2012)
      • Case

      Friend Bank: The Time for Hope (Abridged)

      By: Clayton Rose and Aldo Sesia
      In 2010, Friend Bank was entering the fifth year of Hope Harris Johnson's ambitious 20-year growth plan to transform her family's one-branch community bank into an institution with a substantial presence in southeastern Alabama. Harris Johnson was pleased, so far, with... View Details
      Keywords: Banking; Family Business; Strategy And Execution; Banks and Banking; Family Ownership; Financial Institutions; Strategy; Banking Industry; United States; Alabama
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      Rose, Clayton, and Aldo Sesia. "Friend Bank: The Time for Hope (Abridged)." Harvard Business School Case 313-010, July 2012. (Revised August 2012.)
      • July 2012
      • Article

      The IKEA Effect: When Labor Leads to Love

      By: Michael I. Norton, Daniel Mochon and Dan Ariely
      In four studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate boundary conditions for the IKEA effect—the increase in valuation of self-made products. Participants saw their amateurish creations as... View Details
      Keywords: Consumer Behavior; Product; Valuation; Labor
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      Norton, Michael I., Daniel Mochon, and Dan Ariely. "The IKEA Effect: When Labor Leads to Love." Journal of Consumer Psychology 22, no. 3 (July 2012): 453–460.
      • June 2012
      • Article

      Pricing to Create Shared Value

      By: Marco Bertini and John T. Gourville
      Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that... View Details
      Keywords: Pricing; Marketing Strategy; Price; Customer Focus and Relationships; Customer Relationship Management; Value Creation; Fairness
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      Bertini, Marco, and John T. Gourville. "Pricing to Create Shared Value." Harvard Business Review 90, no. 6 (June 2012): 96–104.
      • February 2012 (Revised January 2013)
      • Case

      The New York Times Paywall

      By: Vineet Kumar, Bharat Anand, Sunil Gupta and Felix Oberholzer-Gee
      On March 28, 2011, The New York Times website became a restricted site where most of the content was protected behind a "paywall." Users who exceeded the limit of 20 free articles per month were required to pay for either a digital or print subscription. The newspaper... View Details
      Keywords: Newspapers; Strategy; Journalism and News Industry; Publishing Industry
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      Kumar, Vineet, Bharat Anand, Sunil Gupta, and Felix Oberholzer-Gee. "The New York Times Paywall." Harvard Business School Case 512-077, February 2012. (Revised January 2013.)
      • Article

      Entry into Platform-based Markets

      By: Feng Zhu and Marco Iansiti
      This paper examines the relative importance of platform quality, indirect network effects, and consumer expectations on the success of entrants in platform-based markets. We develop a theoretical model and find that an entrant's success depends on the strength of... View Details
      Keywords: Platform-based Markets; Winnter-take-all; First-mover Advantage; Indirect Network Effects; Video Game Industry; Quality; Network Effects; Market Entry and Exit; Digital Platforms; Motion Pictures and Video Industry
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      Zhu, Feng, and Marco Iansiti. "Entry into Platform-based Markets." Strategic Management Journal 33, no. 1 (January 2012): 88–106.
      • 2011
      • Working Paper

      The 'IKEA Effect': When Labor Leads to Love

      By: Michael I. Norton, Daniel Mochon and Dan Ariely
      In a series of studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate the boundary conditions for what we term the "IKEA effect&"—the increase in valuation of self-made products. Participants saw their... View Details
      Keywords: Investment; Labor; Resource Allocation; Valuation
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      Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Harvard Business School Working Paper, No. 11-091, March 2011.
      • 2010
      • Working Paper

      Cognitive Barriers to Environmental Action: Problems and Solutions

      By: Lisa L. Shu and Max Bazerman
      We explore interventions at the individual level and focus on recognized cognitive barriers from behavioral decision-making literature. In particular, we highlight three cognitive barriers that impede sound individual decision making that have particular relevance to... View Details
      Keywords: Decision Choices and Conditions; Judgments; Consumer Behavior; Environmental Sustainability; Cognition and Thinking; Prejudice and Bias
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      Shu, Lisa L., and Max Bazerman. "Cognitive Barriers to Environmental Action: Problems and Solutions." Harvard Business School Working Paper, No. 11-046, November 2010.
      • 2016
      • Working Paper

      The Impact of Supplier Inventory Service Level on Retailer Demand

      By: Nathan Craig, Nicole DeHoratius and Ananth Raman
      To set inventory service levels, suppliers must understand how changes in inventory service level affect demand. We build on prior research, which uses analytical models and laboratory experiments to study the impact of a supplier's service level on demand from... View Details
      Keywords: Customer Satisfaction; Forecasting and Prediction; Learning; Consumer Behavior; Service Delivery; Performance Expectations; Apparel and Accessories Industry; Service Industry
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      Craig, Nathan, Nicole DeHoratius, and Ananth Raman. "The Impact of Supplier Inventory Service Level on Retailer Demand." Working Paper. (Revised January 2016.)
      • July 2010
      • Case

      Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

      By: John A. Quelch and Heather Beckham
      Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details
      Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States
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      Quelch, John A., and Heather Beckham. "Metabical: Positioning and Communications Strategy for a New Weight Loss Drug." Harvard Business School Brief Case 104-240, July 2010.
      • July – August 2010
      • Article

      Are You Ignoring Trends That Could Shake Up Your Business?

      By: Elie Ofek and Luc Wathieu
      Virtually all managers in consumer businesses recognize major social, economic, and technological trends. But many do not consider the profound ways in which trends--especially those that seem unrelated to their core markets--influence consumers' aspirations,... View Details
      Keywords: Trends; Innovation and Invention; Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Product Development
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      Ofek, Elie, and Luc Wathieu. "Are You Ignoring Trends That Could Shake Up Your Business?" Harvard Business Review 88, nos. 7-8 (July–August 2010).
      • 2010
      • Case

      Playa Dorado

      By: W. Earl Sasser
      Playa Dorada Beach & Resort in Boca Raton, Florida, faces a growing seasonal demand for tennis services. The number of guests is expected to double in the next few years, and while the tennis facilities are a popular and well-promoted amenity at the resort, court space... View Details
      Keywords: Demand and Consumers; Management Analysis, Tools, and Techniques; Expansion; Planning; Mathematical Methods; Price; Profit; Sales; Operations; Growth and Development Strategy; Marketing; Performance Capacity; Accommodations Industry; Florida
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      Sasser, W. Earl. "Playa Dorado." Watertown, MA: Harvard Business Publishing Case, 2010. (Brief Case.)
      • May 2010 (Revised September 2013)
      • Case

      Friend Bank: The Time for Hope

      By: Clayton S. Rose and Aldo Sesia
      In 2010, Friend Bank was entering the fifth year of Hope Harris Johnson's ambitious 20-year growth plan to transform her family's one branch community bank into an institution with a substantial presence in southeastern Alabama. Harris Johnson was pleased, so far, with... View Details
      Keywords: Family Business; Financial Crisis; Banks and Banking; Growth and Development Strategy; Risk Management; Family Ownership; Competitive Advantage; Banking Industry; Alabama
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      Rose, Clayton S., and Aldo Sesia. "Friend Bank: The Time for Hope." Harvard Business School Case 310-070, May 2010. (Revised September 2013.)
      • October 2009 (Revised December 2010)
      • Case

      GE Money Bank: The M-Budget Card Initiative

      By: Michael L. Tushman, Sebastian Raisch and Christian Welling
      The M-Budget Card case study is about mastering the challenges of an exploratory strategic initiative in a context marked by time pressure and frequent change. M-Budget was the first of a series of highly successful projects that established GE Money Bank as a leader... View Details
      Keywords: Corporate Entrepreneurship; Credit Cards; Leading Change; Product Launch; Product Development; Groups and Teams; Banking Industry; Switzerland
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      Tushman, Michael L., Sebastian Raisch, and Christian Welling. "GE Money Bank: The M-Budget Card Initiative." Harvard Business School Case 410-052, October 2009. (Revised December 2010.)
      • 2009
      • Article

      Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric

      By: Jolie M. Martin, John Beshears, Katherine L. Milkman, Max H. Bazerman and Lisa Sutherland

      Research over the last several decades indicates the failure of existing nutritional labels to substantially improve the healthiness of consumers' food and beverage choices. The difficulty for policy-makers is to encapsulate a wide body of scientific knowledge in a... View Details

      Keywords: Judgments; Food; Nutrition; Labels; Knowledge Use and Leverage; Demand and Consumers; Measurement and Metrics; Mathematical Methods
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      Martin, Jolie M., John Beshears, Katherine L. Milkman, Max H. Bazerman, and Lisa Sutherland. "Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric." Journal of the American Dietetic Association 109, no. 6 (June 2009): 1088–1091.
      • May 2009 (Revised December 2009)
      • Case

      Reliance Baking Soda: Optimizing Promotional Spending

      By: John A. Quelch and Heather Beckham
      Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details
      Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry
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      Quelch, John A., and Heather Beckham. "Reliance Baking Soda: Optimizing Promotional Spending." Harvard Business School Brief Case 094-127, May 2009. (Revised December 2009.)
      • March – April 2009
      • Article

      Market Research and Innovation Strategy in a Duopoly

      By: Dominique Lauga and Elie Ofek
      We model a duopoly in which ex-ante identical firms must decide where to direct their innovation efforts. The firms face market uncertainty about consumers' preferences for innovation on two product attributes and technology uncertainty about the success of their R&D... View Details
      Keywords: Profit; Innovation and Management; Demand and Consumers; Duopoly and Oligopoly; Research and Development; Competitive Strategy
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      Lauga, Dominique, and Elie Ofek. "Market Research and Innovation Strategy in a Duopoly." Marketing Science 28, no. 2 (March–April 2009): 373–396.
      • 2009
      • Chapter

      Nonlinear Pricing

      By: Raghuram Iyengar and Sunil Gupta
      A nonlinear pricing schedule refers to any pricing structure where the total charges payable by customers are not proportional to the quantity of their consumed services. We begin the chapter with a discussion of the broad applicability of nonlinear pricing schemes. We... View Details
      Keywords: Price; Demand and Consumers; Duopoly and Oligopoly; Monopoly; Service Operations; Research
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      Iyengar, Raghuram, and Sunil Gupta. "Nonlinear Pricing." In Handbook of Pricing Research in Marketing, edited by Vithala Rao. MA: Edward Elgar Publishing, 2009.
      • February 5, 2009
      • Comment

      In Praise of Marketing

      By: John A. Quelch
      Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details
      Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning
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      Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
      • November 2007
      • Case

      Antegren: A Beacon of Hope

      By: Joshua D. Margolis, Thomas J. DeLong and Terence Heymann
      The CEO of Biogen Idec faces a set of difficult decisions regarding a promising drug for Multiple Sclerosis that is headed for early approval by the FDA. The first in a series focuses on operational decisions triggered by the drive for early approval. Sparks discussion... View Details
      Keywords: Demand and Consumers; Leadership; Ethics; Corporate Social Responsibility and Impact; Decision Choices and Conditions; Crisis Management; Health Testing and Trials; Biotechnology Industry; Pharmaceutical Industry
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      Margolis, Joshua D., Thomas J. DeLong, and Terence Heymann. "Antegren: A Beacon of Hope." Harvard Business School Case 408-025, November 2007.
      • November 2007
      • Article

      A Model of Consumer Learning for Service Quality and Usage

      By: Raghuram Iyengar, Asim Ansari and Sunil Gupta
      In many services, e.g., the wireless service industry, consumers choose a service plan based on their expected consumption. In such situations, consumers experience two forms of uncertainty. First, consumers may be uncertain about the quality of their service provider... View Details
      Keywords: Experience and Expertise; Customer Value and Value Chain; Learning; Price; Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Service Delivery; Quality; Risk and Uncertainty; Service Industry
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      Iyengar, Raghuram, Asim Ansari, and Sunil Gupta. "A Model of Consumer Learning for Service Quality and Usage." Journal of Marketing Research (JMR) 44, no. 4 (November 2007): 529–544.
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