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  • August 2002 (Revised February 2005)
  • Case

Gillette Company (B): Leadership for Change

By: Rosabeth M. Kanter and James Weber
Describes the actions and behavior of a new CEO in his first days and weeks as he sets expectations for his top management team and introduces processes and disciplines to begin the turnaround of a global consumer products company. View Details
Keywords: Business Strategy; Policy; Change Management; Leading Change; Motivation and Incentives; Strategic Planning; Retail Industry
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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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  • August 1993 (Revised May 1994)
  • Case

American Airlines' Value Pricing (A)

By: Alvin J. Silk
In April 1992, American Airlines launched "Value Pricing" -- a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing... View Details
Keywords: Price; Marketing Channels; Consumer Behavior; Performance Expectations; Value Creation; Aerospace Industry
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  • Research Summary

Branding in Digital and Social Media

By: Jill J. Avery
This very contemporary line of research explores the rapidly changing digital world, and investigates how emerging technologies are creating a new consumer culture in which consumers expect to be partners in the co-creation of brands.  The work explores the branding... View Details
  • December 2019 (Revised December 2022)
  • Case

TXU (A): Powering the Largest Leveraged Buyout in History

By: Trevor Fetter, Erik Snowberg and Rebecca M. Henderson
This case is designed to support a lively discussion about the relative merits of shareholder vs. stakeholder perspectives in the context of a company that provides a vital public service that has important environmental implications. The 2007 purchase of TXU, the... View Details
Keywords: Leveraged Buyouts; Transformation; Insolvency and Bankruptcy; Environmental Sustainability; Business and Shareholder Relations; Business and Stakeholder Relations; Energy Generation; Non-Renewable Energy; Governing Rules, Regulations, and Reforms; Utilities Industry; Energy Industry; Texas
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    Consumers, Corporations and Public Health (Oxford University Press, 2016)

    The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare.

    Consumers, Corporations, and Public... View Details
    • October 2021 (Revised February 2023)
    • Case

    Ant Group (A)

    By: Krishna G. Palepu, Feng Zhu, Susie L. Ma and Kerry Herman
    In 2004, Chinese e-commerce company Alibaba created Alipay, an app to facilitate payments on its e-commerce sites. As Alibaba grew, so did Alipay, until Alipay spawned its own ecosystem of financial technology products and services under the name of Ant Group. By 2020,... View Details
    Keywords: Payment Systems; Information Technology; Value Creation; Network Effects; Strategy; Disruptive Innovation; Initial Public Offering; Technology Industry; Financial Services Industry; China
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    • 09 Sep 2014
    • First Look

    First Look: September 9

      Publications September 2014 Cambridge University Press Consumer Lending in France and America: Credit and Welfare By: Trumbull, Gunnar Abstract—Why did America embrace consumer credit over the course of... View Details
    Keywords: Sean Silverthorne
    • Research Summary

    Evaluating Transactions

    I also study how people judge potential transactions.  We often think of purchase decisions as straightforward: a consumer buys a product if he expects the benefits to outweigh the price, sometimes after shopping around for the best deal.  In practice,... View Details

    • August 2022
    • Article

    The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices

    By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John
    Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits... View Details
    Keywords: Choice; Purchase Intent; Privacy; Privacy Notices; Warnings; Assurances; Information Disclosure; Trust; Consumer Behavior; Spending; Decisions; Information; Communication
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    • 15 Mar 2022
    • News

    Digital Transformers Don’t Neglect The In-Person Experience, They Reimagine It

    • 17 Oct 2023
    • HBS Case

    With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees

    From software that once came in a box to phone apps that do simple tasks, more products and services are moving to a subscription model—and consumers are feeling it. The average US consumer last year spent... View Details
    Keywords: by Jay Fitzgerald; Consumer Products; Consumer Products; Consumer Products
    • December 2015
    • Case

    The Hain Celestial Group

    By: David E. Bell, José B. Alvarez, James Weber and Mary Shelman
    Hain Celestial manufactured natural and organic food and personal care products to be sold to retailers of these products. The company had grown successfully and profitably through acquisitions and organically for two decades. In late 2015, Hain faced challenges on... View Details
    Keywords: Agribusiness; Strategy; Marketing; Consumer Products Industry; United States
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    • October 2013 (Revised February 2019)
    • Teaching Note

    Red Hen Baking Company

    By: Richard Ruback, Royce Yudkoff and Lisa Paige
    The case explores the decision to expand in a small business setting. In 2007, the Red Hen Baking Company (RHB) was deciding whether to move from its cramped and inefficient Duxbury, Vermont facility to a new facility in nearby Middlesex, Vermont. It had been in... View Details
    Keywords: Entrepreneurship; Capital; Risk Management; Expansion
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    • 2017
    • Working Paper

    Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture

    By: Ai Hisano
    This working paper examines the remarkable growth of wine consumption in the United States since the 1960s. The country is now the largest wine consumer in the world, exceeding the wine-producing European countries such as France and Italy, which had long dominated... View Details
    Keywords: Marketing Strategy; Industry Growth; Transformation; Perception; Food and Beverage Industry; United States
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    • 01 Apr 2011
    • News

    35 Year Old Apple Company

    • July–August 2014
    • Article

    Unlock the Mysteries of Your Customer Relationships

    By: Jill Avery, Susan Fournier and John Wittenbraker
    Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details
    Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Consumer Products Industry; United States
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    • 29 Oct 2008
    • Research & Ideas

    The Next Marketing Challenge: Selling to ’Simplifiers’

    more goods as their net worth increases. Their increasing reluctance to consume will dampen expected demand growth in developed economies further and therefore slow economic recovery, requiring... View Details
    Keywords: by John Quelch; Consumer Products; Consumer Products; Consumer Products
    • 17 Jan 2024
    • HBS Case

    Psychological Pricing Tactics to Fight the Inflation Blues

    the total at the end of the year is higher. The price is part of a product’s value In the end, Ofek says, businesses need to understand that customers expect to see value in their purchases. “You want View Details
    Keywords: by Jay Fitzgerald; Consumer Products; Consumer Products
    • June 2019
    • Case

    Monetizing Insurance at Trov

    By: Thales Teixeira, Samy Dana and Leandro A Guissoni
    Trov is a disruptive startup in the insurance space (“insurtech”). It allows consumers to simply turn on and turn off insurance for each of their possessions on a mobile app with the swipe of a finger. Consumers love the simple, on-demand, single-item coverage product.... View Details
    Keywords: Monetization; Decoupling; Business Startups; Insurance; Disruption; Mobile and Wireless Technology; Strategy; Insurance Industry
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