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      • March 17, 2021
      • Other Article

      Beyond Pajamas: Sizing Up the Pandemic Shopper

      By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
      A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
      While the pandemic is still playing out, our preliminary investigations... View Details
      Keywords: Retail; Retail Analytics; Consumer; Pandemic; COVID; COVID-19; Apparel; Ecommerce; Online Shopping; Online Apparel; Online Sales; Returns; CRM; Customer Retention; Customer Experience; Customer Value; Digital; Customer Focus and Relationships; Customers; Health Pandemics; Consumer Behavior; Customer Relationship Management; Internet and the Web; Behavior; E-commerce; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States; United Kingdom
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      Israeli, Ayelet, Eva Ascarza, and Laura Castrillo. "Beyond Pajamas: Sizing Up the Pandemic Shopper." Harvard Business School Working Knowledge (March 17, 2021).
      • March 2021 (Revised July 2021)
      • Case

      Resident

      By: Jeffrey F. Rayport and Thomas O. Jones
      Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the... View Details
      Keywords: Digital Marketing; Business Growth and Maturation; Operations; Entrepreneurship; Competitive Strategy; Initial Public Offering; Decisions; Marketing Strategy; Cash Flow; Demand and Consumers
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      Rayport, Jeffrey F., and Thomas O. Jones. "Resident." Harvard Business School Case 821-090, March 2021. (Revised July 2021.)
      • February 2021
      • Case

      Apple: Privacy vs. Safety (A)

      By: Henry McGee, Nien-hê Hsieh, Sarah McAra and Christian Godwin
      In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance... View Details
      Keywords: Iphone; Encryption; Data Privacy; Customers; Customer Focus and Relationships; Decision Making; Ethics; Values and Beliefs; Globalized Firms and Management; Government and Politics; National Security; Law; Law Enforcement; Leadership; Markets; Safety; Social Issues; Corporate Social Responsibility and Impact; Civil Society or Community; Mobile and Wireless Technology; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; China; Hong Kong
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      McGee, Henry, Nien-hê Hsieh, Sarah McAra, and Christian Godwin. "Apple: Privacy vs. Safety (A)." Harvard Business School Case 321-004, February 2021.
      • 2021
      • Working Paper

      The Health Costs of Cost-Sharing

      By: Amitabh Chandra, Evan Flack and Ziad Obermeyer
      We use the design of Medicare’s prescription drug benefit program to demonstrate three facts about the health consequences of cost-sharing. First, we show that an as-if-random increase of 33.6% in out-of-pocket price (11.0 percentage points (p.p.) change in... View Details
      Keywords: Cost-sharing; Impact; Health Care and Treatment; Insurance; Health; Consumer Behavior
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      Chandra, Amitabh, Evan Flack, and Ziad Obermeyer. "The Health Costs of Cost-Sharing." NBER Working Paper Series, No. 28439, February 2021.
      • January 2021
      • Supplement

      Bespoken Spirits: Disrupting Distilling

      By: Benjamin C. Esty and Daniel Fisher
      On October 7, 2020, Bespoken Spirits publicly announced it had received $2.6 million of seed funding for its “sustainable maturation process,” a process that could produce award-winning whiskeys in just days rather than years using a novel technology and data science. ... View Details
      Keywords: Business Ventures; Business Strategy; Competitive Advantage; Disruption; Entrepreneurship; Environmental Sustainability; Cash Flow; Disruptive Innovation; Innovation Strategy; Brands and Branding; Business Model; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; California
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      Esty, Benjamin C., and Daniel Fisher. "Bespoken Spirits: Disrupting Distilling." Harvard Business School Spreadsheet Supplement 721-852, January 2021.
      • January 2021
      • Case

      Bespoken Spirits: Disrupting Distilling

      By: Benjamin C. Esty and Daniel Fisher
      On October 7, 2020, Bespoken Spirits publicly announced it had received $2.6 million of seed funding for its “sustainable maturation process,” a process that could produce award-winning whiskeys in just days rather than years using a novel technology and data science. ... View Details
      Keywords: Business Ventures; Business Strategy; Competitive Advantage; Disruption; Entrepreneurship; Environmental Sustainability; Cash Flow; Disruptive Innovation; Innovation Strategy; Brands and Branding; Business Model; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; California
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      Esty, Benjamin C., and Daniel Fisher. "Bespoken Spirits: Disrupting Distilling." Harvard Business School Case 721-419, January 2021.
      • December 2020 (Revised April 2021)
      • Case

      Arcos Dorados: A QSR Recovery Plan

      By: Forest Reinhardt, José B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal
      Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s... View Details
      Keywords: Agribusiness; Animal-Based Agribusiness; Plant-Based Agribusiness; Customer Value and Value Chain; Income; Macroeconomics; Environmental Management; Environmental Sustainability; Cross-Cultural and Cross-Border Issues; Food; Health Pandemics; Crisis Management; Logistics; Corporate Social Responsibility and Impact; Strategic Planning; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; Latin America; Aruba; Guadeloupe; Martinique; Mexico; Panama; Costa Rica; Argentina; Brazil; Chile; Colombia; Ecuador; French Guiana; Peru; Uruguay; Venezuela; Puerto Rico; Trinidad and Tobago
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      Reinhardt, Forest, José B. Alvarez, Jenyfeer Martinez Buitrago, and Mariana Cal. "Arcos Dorados: A QSR Recovery Plan." Harvard Business School Case 721-023, December 2020. (Revised April 2021.)
      • 2020
      • Working Paper

      Dog Eat Dog: Balancing Network Effects and Differentiation in a Digital Platform Merger

      By: Chiara Farronato, Jessica Fong and Andrey Fradkin
      Digital platforms are increasingly the subject of regulatory scrutiny. In comparison to multiple competitors, a single platform may increase consumer welfare if network effects are large or may decrease welfare due to higher prices or reduction in platform variety. We... View Details
      Keywords: Platform Differentiation; Digital Platforms; Network Effects; Measurement and Metrics; Mergers and Acquisitions; Outcome or Result
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      Farronato, Chiara, Jessica Fong, and Andrey Fradkin. "Dog Eat Dog: Balancing Network Effects and Differentiation in a Digital Platform Merger." NBER Working Paper Series, No. 28047, November 2020.
      • 2020
      • Working Paper

      Accounting for Product Impact in the Consumer Finance Industry

      By: George Serafeim and Katie Trinh
      We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor credit card providers within the consumer finance industry. We design a monetization methodology that allows us to calculate monetary impact estimates... View Details
      Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Consumer Finance; Financial Services; Financial Inclusion; Product; Product Design; Product Positioning; Society; Corporate Social Responsibility and Impact; Personal Finance; Credit Cards; Financial Services Industry
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      Serafeim, George, and Katie Trinh. "Accounting for Product Impact in the Consumer Finance Industry." Harvard Business School Working Paper, No. 21-061, November 2020. (Revised December 2020.)
      • November 2020 (Revised April 2021)
      • Case

      Roll-Ups and Surprise Billing: Collisions at the Intersection of Private Equity and Patient Care

      By: Trevor Fetter and Kira Seiger
      This case describes the increasing investment by private equity (PE) firms in patient care and other healthcare services. The case focuses on investments in physician staffing firms and roll-up strategy investments in physician practice management (PPM). Included in... View Details
      Keywords: Business Ventures; Acquisition; Mergers and Acquisitions; Business Model; Change; Disruption; Fluctuation; Trends; Customers; Customer Value and Value Chain; Ethics; Fairness; Finance; Equity; Insurance; Private Equity; Geography; Geographic Scope; Health; Health Care and Treatment; Markets; Demand and Consumers; Supply and Industry; Industry Structures; Ownership; Ownership Type; Private Ownership; Relationships; Agency Theory; Business and Community Relations; Business and Shareholder Relations; Business and Stakeholder Relations; Networks; Strategy; Competition; Consolidation; Expansion; Integration; Horizontal Integration; Vertical Integration; Value; Value Creation; Health Industry; Insurance Industry; United States
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      Fetter, Trevor, and Kira Seiger. "Roll-Ups and Surprise Billing: Collisions at the Intersection of Private Equity and Patient Care." Harvard Business School Case 321-049, November 2020. (Revised April 2021.)
      • 2021
      • Working Paper

      Accounting for Product Impact in the Consumer-Packaged Foods Industry

      By: Amanda Rischbieth, George Serafeim and Katie Trinh
      We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the consumer-packaged goods industry. We design a methodology that allows us to calculate monetary impact estimates on customer... View Details
      Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Nutrition Database; Nutritional Information; CPG; Consumer Packaged Goods; IWAI; Product Design; Product Positioning; Society; Environmental Sustainability; Corporate Social Responsibility and Impact; Nutrition; Product; Safety; Consumer Products Industry
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      Rischbieth, Amanda, George Serafeim, and Katie Trinh. "Accounting for Product Impact in the Consumer-Packaged Foods Industry." Harvard Business School Working Paper, No. 21-051, October 2020. (Revised October 2021.)
      • 2020
      • Working Paper

      Bankruptcy and the COVID-19 Crisis

      By: Jialan Wang, Jeyul Yang, Benjamin Iverson and Raymond Kluender
      We examine the impact of the COVID-19 economic crisis on business and consumer bankruptcies in the United States using real-time data on the universe of filings. Historically, bankruptcies have closely tracked the business cycle and contemporaneous unemployment rates.... View Details
      Keywords: Bankruptcy; Financial Distress; COVID-19; Insolvency and Bankruptcy; Financial Crisis; Health Pandemics; United States
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      Wang, Jialan, Jeyul Yang, Benjamin Iverson, and Raymond Kluender. "Bankruptcy and the COVID-19 Crisis." Harvard Business School Working Paper, No. 21-041, September 2020.
      • September 2020
      • Article

      Customer Supercharging in Experience-Centric Channels

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and... View Details
      Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry
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      Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).
      • September–October 2020
      • Article

      Managing Churn to Maximize Profits

      By: Aurelie Lemmens and Sunil Gupta
      Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details
      Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit
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      Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Marketing Science 39, no. 5 (September–October 2020): 956–973.
      • 2020
      • Working Paper

      Consumers Punish Firms That Cut Employee Pay in Response to COVID-19

      By: Bhavya Mohan, Serena Hagerty and Michael Norton
      Two experiments, including one incentive compatible study, examine the impact of cutting pay for executives versus employees in response to COVID-19 on consumer behavior. Study 1 explores the effect of announcing cuts or no cuts to CEO and employee pay, and shows that... View Details
      Keywords: Employee Furloughs; CEO Pay Cuts; Pay Ratios; Purchase Intention; Health Pandemics; Employees; Wages; Executive Compensation; Consumer Behavior
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      Mohan, Bhavya, Serena Hagerty, and Michael Norton. "Consumers Punish Firms That Cut Employee Pay in Response to COVID-19." Harvard Business School Working Paper, No. 21-020, August 2020.
      • August 2020
      • Article

      Strategies for Managing the Privacy Landscape

      By: Ramon Casadesus-Masanell and Andres Hervas-Drane
      Firms use consumer personal information to improve their products and services. Personal information is open to misuse, however, and when exploited for undesired or unexpected purposes reduces consumer’s trust in the firm and their willingness to provide personal... View Details
      Keywords: Consumer Privacy; Privacy Threats; Strategy Framework; Strategy Interactions; Customers; Information; Management; Strategy; Technology Industry
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      Casadesus-Masanell, Ramon, and Andres Hervas-Drane. "Strategies for Managing the Privacy Landscape." Long Range Planning 53, no. 4 (August 2020).
      • June 2020
      • Teaching Note

      Shiseido Acquires Drunk Elephant

      By: Jill Avery
      On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
      Keywords: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers & Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Consumer Products Industry; Consumer Products Industry; United States; Japan; Asia; North America
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      Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Teaching Note 520-121, June 2020.
      • May 2020
      • Case

      Big Boom Beverages: Fight or Flight?

      By: Stephen A. Greyser and William Ellet
      Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy drink, malt liquor, and a soft drink flavoring. They launch the business, Big Boom Beverages (BBB), with their own... View Details
      Keywords: Alcoholic Beverages; Energy Drinks; Regulation; Entrepreneurship; Ethics; Marketing Communications; Corporate Social Responsibility and Impact; Reputation; Communication Strategy; Decision Making
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      Greyser, Stephen A., and William Ellet. "Big Boom Beverages: Fight or Flight?" Harvard Business School Brief Case 920-557, May 2020.
      • May 2020 (Revised July 2020)
      • Teaching Note

      Brand Activism: Nike and Colin Kaepernick

      By: Jill Avery and Koen Pauwels
      Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details
      Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Consumer Products Industry; United States; North America
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      Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Teaching Note 520-104, May 2020. (Revised July 2020.)
      • December 2019 (Revised June 2025)
      • Case

      Mãe Terra and Unilever (A)

      By: Lynn S. Paine, Ruth Costas and Priscilla Zogbi
      The case concerns the sale of Mãe Terra, one of Brazil's leading brands for packaged organic foods, to the consumer goods giant Unilever in 2017. Working with Unilever management, Mãe Terra’s CEO Alexandre Borges must determine whether and how to keep Mãe Terra's B... View Details
      Keywords: Mergers & Acquisitions; Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Agriculture and Agribusiness Industry; Brazil; Latin America
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      Paine, Lynn S., Ruth Costas, and Priscilla Zogbi. "Mãe Terra and Unilever (A)." Harvard Business School Case 320-075, December 2019. (Revised June 2025.)
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