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Career Coach

Nicole Ledoux

Nicole (HBS '08) is Co-founder/CEO of 88 Acres, a Consumer Products company in the Natural Food space. She has experience in brand building, business development, new product launch, fundraising & financing as well as manufacturing.... View Details

Keywords: Consumer Products; Consumer Products; Consumer Products; Consumer Products

March 2020
Article

The Role of Numbers in the Customer Journey

By: Shelle Santana, Manoj Thomas and Vicki Morwitz

At each stage in customers’ journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand... View Details

Keywords: Numbers; Heuristics; Numerical Cognition; Pricing; Customer Journey; Information; Consumer Behavior

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Article

Red Light States: Who Buys Online Adult Entertainment?

By: Benjamin Edelman

This paper studies the adult online entertainment industry, particularly the consumption side of the market. In particular, it focuses on the demographics and consumption patterns of those who subscribe to adult entertainment websites. On the surface, this business... View Details

Keywords: Online Technology; Segmentation; Film Entertainment; Demographics; Web Sites; Competition; Governing Rules, Regulations, and Reforms; Demand and Consumers; Legal Liability; Culture; Religion; Entertainment and Recreation Industry; United States

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05 Jul 2023
Cold Call Podcast

How Unilever Is Preparing for the Future of Work

Keywords: Re: William R. Kerr; Consumer Products; Consumer Products

Research Summary

The Consumer-Direct Channel: "We've Come Full Spiral"

Professor Lemon is currently engaged in a field research project investigating the extent to which new "channels" such as the Internet and home grocery delivery represent a dramatic shift in consumer buying behavior. She is working with a consortium of global... View Details

19 May 2014
Research & Ideas

Why Companies Should Compete for Your Privacy

Consumers are increasingly wary about sharing personal information with firms. Yet when they benefit from providing information in exchange for lower prices or better services, many consumers will gladly... View Details

Keywords: by Dina Gerdeman; Consumer Products

26 Oct 2010
News

Cool. So we are not alone

20 Nov 2019
Video

Shinta Widjaja Kamdani

Shinta Kamdani, owner of Indonesian-based consumer products and energy company Sintesa Group, describes the logic of the Group’s diversification strategies which seek to balance consumer industries which... View Details

2014
Other Teaching and Training Material

Marketing Reading: Segmentation and Targeting

By: Sunil Gupta

This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details

Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States

Citation

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19 Nov 2001
Research & Ideas

Alfred Chandler on the Electronic Century

public use—major new products of either consumer electronics or computer hardware with their essential software technologies. In the United States, no enterprise had the capability to commercialize new View Details

Keywords: by Alfred D. Chandler, Takashi Hikino & Andrew Von Nordenflycht; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products

August 26, 2009
Comment

Where Cash for Clunkers Ran Off the Road

By: John A. Quelch

Today, let us celebrate the end of an unjustifiable drain on the U.S. taxpayer: the Cash for Clunkers (C4C) program.

True, C4C greatly boosted the number of consumers visiting car dealers. Doubtless, some new cars were sold to consumers who thought they... View Details

Keywords: Government Programs; Environmental Impact; Government Waste; Customer Behavior; Economic Growth; Economy; Financial Crisis; Government and Politics; Leadership; Marketing; Programs; Value; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States

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09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

Questions To Be Answered: What's the strategy for managing consumer reviews on my site? Do people watch online video ads?. How can I get more out of my customer loyalty campaign? Are online coupon programs like Groupon effective? What's... View Details

Keywords: Re: Multiple Faculty; Technology

March 2019 (Revised June 2019)
Case

Global Sourcing at Nike

By: Nien-hê Hsieh, Michael W. Toffel and Olivia Hull

This case explores the evolution of Nike’s global product sourcing strategy, in particular ongoing efforts to improve working conditions at its suppliers’ factories. When the case opens in July 2018, Vice President of Sourcing Amanda Tucker and her colleagues in Nike’s... View Details

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Educators

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06 Dec 2016
Working Paper Summaries

Assortment Rotation and the Value of Concealment

Keywords: by Kris Johnson Ferreira and Joel Goh; Retail

Research Summary

Overview

Industrial Organization, Antitrust, Regulation, Corporate strategy, Consumer choice, Marketing. View Details

Mark L. Egan

Mark Egan is a Professor of Business Administration in the Finance Unit, teaching Finance 2 to MBA students.

Professor Egan’s research concentrates on the intersection of corporate finance and industrial organization. His current research agenda explores how... View Details

04 Oct 2011
Working Paper Summaries

Reviews, Reputation, and Revenue: The Case of Yelp.com

Keywords: by Michael Luca; Food & Beverage

July 2014 (Revised November 2014)
Background Note

The Structure and Functioning of the Fashion Industry

By: Mukti Khaire and Hannah Catzen

Fashion is the quintessential social-consumption good; all consumers comply with or react to fashion. Although very few consumers actually control trends, virtually every consumer is affected by fashion and contributes to it by adopting or rejecting popular styles. A... View Details

Keywords: Fashion And Creative Industries; Fashion; Retail; Creativity; Supply and Industry; Fashion Industry; Retail Industry

Citation

Educators

10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

public. Boaty blowback highlights the potential danger of giving consumers the power to vote, even though customer engagement is a primary goal of almost every social media strategy. The problem: Even though NERC never explicitly promised... View Details

Keywords: by Michael Blanding; Advertising

October 2011
Article

Fair Pricing

By: Julio J. Rotemberg

This paper explores the consequences of supposing that consumers see a firm as fair if they cannot reject the hypothesis that the firm is somewhat benevolent towards them. When consumers can reject this hypothesis, some become angry, which is costly to the firm. The... View Details

Keywords: Price; Income; Consumer Behavior; Fair Value Accounting; Outcome or Result

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