Publications

March 1996 (Revised February 1999)
Case

Vistakon: 1 Day Acuvue Disposable Contact Lenses

By: Alvin J. Silk, Bruce Issacson and Marie Bell

Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens--a soft contact lens that patients wear for a... View Details

Keywords: Advertising Campaigns; Business Subsidiaries; Business Startups; Corporate Entrepreneurship; Price; Risk Management; Marketing; Product Positioning; Production; Performance Effectiveness; Consumer Products Industry; United States

Web

ハーバード - Global

Launched in 2002 as non-membership service, the NP Atobarai product has given Japanese consumers an alternative to paying with their credit cards when using ecommerce (EC) websites. Despite having strong adoption and industry low... View Details

2008
Chapter

Where is the Pharmacy to the World? Pharmaceutical Industry Location and International Regulatory Variation

By: Arthur A. Daemmrich

A consumer-oriented model for drug development and use has attracted attention in recent years as an alternative to the much-maligned approach of mass-marketing blockbuster drugs. In a parallel development, patients and disease-based organizations have assumed greater... View Details

Keywords: Geographic Location; Governing Rules, Regulations, and Reforms; Health Testing and Trials; Demand and Consumers; Pharmaceutical Industry; European Union; Germany; United States

29 Nov 2010
HBS Case

United Breaks Guitars

Tweets are in the air we breathe. Most of us know that "friend" can also be a verb. Social media are part of the public discourse now, whether or not we're active users of them. A new case coauthored by HBS marketing professor John Deighton and research... View Details

Keywords: by Julia Hanna

06 Jan 2014
Research & Ideas

Technology Re-Emergence: Creating New Value for Old Innovations

the country was producing only 10 percent of the world's watches. Yet Switzerland has reemerged as the global leader of watch exports (by export value), due to a newfound market demand for old-style mechanical watches. This curious... View Details

Keywords: by Carmen Nobel; Consumer Products; Consumer Products; Consumer Products

September 2017 (Revised September 2023)
Case

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details

30 Jun 2022
HBS Case

Peloton Changed the Exercise Game. Can the Company Push Through the Pain?

Few companies create an entirely new consumer market and reach icon status—and then set out to reinvent themselves. But that’s the hill the at-home, interactive-exercise firm Peloton is now climbing. Peloton was one of the freewheeling... View Details

Keywords: by Lane Lambert; Media & Broadcasting; Health; Bicycle

11 May 2016
Research & Ideas

Fix This! Why is it so Painful to Buy a New Car?

(Editor’s note: Fix This! is a series of occasional stories about industries that provide bad consumer experiences and how they can be fixed.) Consumers routinely list buying a car as the worst shopping... View Details

Keywords: by Sean Silverthorne; Auto

January 2021 (Revised March 2021)
Case

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Jill Avery, Ayelet Israeli and Emma von Maur

THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details

Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States

Web

Technology & Innovation - Faculty & Research

Keywords: Technological Innovation ; Cybersecurity ; Demand and Consumers ; Safety Citation Find at Harvard Register to Read Purchase Related Amano, Tomomichi, and Tomomi Tanaka. "Balancing Digital Safety... View Details

23 Jan 2007
First Look

First Look: January 23, 2007

expensive, and irritating to employees. This book shows you how to implement time-driven activity-based costing (TDABC), an easier and more powerful way to implement ABC. You can now estimate directly the resource demands imposed by each... View Details

Keywords: Martha Lagace

25 Sep 2007
First Look

First Look: September 25, 2007

Obscurity: An Individual-Level Examination of 'Long Tail' Consumption Author:Anita Elberse Abstract The idea that online channels facilitate the distribution of a vast assortment of products is undisputed, but what consequence the increased supply will have on View Details

Keywords: Martha Lagace

November 2006
Case

Organics: Coming Center Stage?

By: James E. Austin and Reed Martin

The organics movement has certainly come a long way. From hippie farming communes and a scattering of natural food stores in the 1960s, organics outgrew its origins as a counterculture curiosity of the 1970s to become the fastest growing segment of the food industry in... View Details

Keywords: Food; Supply and Industry; Consumer Behavior; Competitive Advantage; Competitive Strategy; Food and Beverage Industry; United States