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  • October 5, 2023
  • Column

A Smarter Way to Design Business Strategies to Serve the Poor

By: Bhavani Shanker Uppari, Ioanna Popescu, Serguei Netessine and Rowan P. Clarke
Keywords: Poverty Reduction; Technology; Business Model; Strategy; Renewable Energy; Consumer Behavior; Developing Countries and Economies; Poverty; Africa; Rwanda
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  • March 2006
  • Case

Bringing OTC back to the Exchange: Euronext.liffe's launch of ABC

Euronex.liffe, a derivatives trading exchange, launches matching, clearing, and confirmation services for the over-the-counter market. This combination of services creates a new platform for a market that potentially cannibalizes its current exchange-based services. Is... View Details
Keywords: Value Creation; Digital Platforms; Consolidation; Financial Markets; Network Effects
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  • April 2016
  • Teaching Note

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris
This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy... View Details
Keywords: Lighting Industry; Marketing; Pricing; Promotion; Technological Innovation; Energy Conservation; Product Marketing; Consumer Products Industry; Consumer Products Industry
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  • May 2015
  • Case

Pricing in a Digital World (2015)

By: John Gourville
Dynamic pricing, especially as practiced by Uber and Lift, seems to be all the rage. In this case, we look at five interesting applications of dynamic price and price customization, each made possible by advances in digital technology. These range from the online... View Details
Keywords: Pricing; Marketing; Dynamic Pricing; Price Customization; Information Technology; Price; Entrepreneurship; Customization and Personalization; Product Marketing
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  • 09 Jul 2019
  • News

The Road to Impact

need,” Offensend says. EDC partnered with U.S. VETS to create a marketing strategy to reach out to the 19,000 female veterans in the Southern... View Details
Keywords: Lisa Scanlon Mogolov; Educational Support Services; Educational Services; Ambulatory Health Care Services; Health, Social Assistance
  • 16 May 2011
  • Research & Ideas

What Loyalty? High-End Customers are First to Flee

advisable or even necessary to invest in a response. In other cases, you may as well save your money, according to the researchers. The study also concluded that even though high-end customers can be fickle,... View Details
Keywords: by Julia Hanna
  • 05 May 2010
  • What Do You Think?

Is Denial Endemic to Management?

"denial is avoidable and leads to failure," such as Henry Ford's presumption that consumers would continue to want black autos in the face of evidence that they were... View Details
Keywords: by Jim Heskett
  • 2014
  • Working Paper

Price Coherence and Adverse Intermediation

By: Benjamin Edelman and Julian Wright
Suppose an intermediary provides a benefit to buyers when they purchase from sellers using the intermediary's technology. We develop a model to show that the intermediary will want to restrict sellers from charging buyers more for transactions it intermediates. We show... View Details
Keywords: Intermediaries; Platforms; Two-Sided Markets; Price Coherence; Price; Two-Sided Platforms; Distribution Channels
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  • 16 Jun 2020
  • Research & Ideas

Your Customers Have Changed. Here's How to Engage Them Again.

customers to come to them, they need to go to their customers. Past research demonstrates that firms who maintain or accelerate customer-centric... View Details
Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service
  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
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  • January 2017
  • Case

Bayer AG: Bidding to Win Merck's OTC Business

By: Benjamin C. Esty, Marc Baaij and Arjen Mulder
Shortly after submitting their best and final offer to acquire Merck's Consumer Care Division (a collection of "over-the-counter" (OTC) products with sales totaling $2 billion), the Bayer M&A team was given a chance to revise their bid because another potential... View Details
Keywords: Acquisition; Bidding Strategy; Valuing Synergies; Negotiations; Corporate Strategy; Business Unit Strategy; Bidding Process; Discounted Cash Flow; Cross-border M＆A; Tax Shields; Valuation; Competitive Strategy; Auctions; Bids and Bidding; Germany; United States; United Kingdom
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  • July 20, 2016
  • Article

To Increase Sales, Get Customers to Commit a Little at a Time

By: Frank V. Cespedes and David Hoffeld
This article discusses what behavioral research does and does not tell us about factors that aid the "closing" of a sales call. View Details
Keywords: Research; Consumer Behavior; Sales
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  • November 2010
  • Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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  • 26 Nov 2001
  • Op-Ed

Why Corporate Budgeting Needs To Be Fixed

Corporate budgeting is a joke, and everyone knows it. It consumes a huge amount of executives' time, forcing them into endless rounds of dull meetings and tense negotiations. It encourages managers to lie... View Details
Keywords: by Michael C. Jensen

    John A. Deighton

    John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

    Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

      The New Rules for Bringing Innovations to Market, Harvard Business Review, March 2004

      It's tough to get consumers to adopt innovations--and it's getting tougher all the time. That's because more and more markets are taking on the characteristics of networks. The interconnections among today's companies are so plentiful that often a... View Details
      • 08 Sep 2014
      • Research & Ideas

      The Strategic Way To Hire a Sales Team

      as your markets change. In subscription-based businesses like software and many consumer web services, sales activities with high variance and impact early on are about customer acquisition. But as the View Details
      Keywords: by Carmen Nobel
      • June 2020
      • Teaching Note

      Armarium: Luxury Fashion Brands for Rent

      By: Jill Avery and David Fubini
      Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
      Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Consumer Products Industry; Consumer Products Industry; United States; North America
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      • 09 Mar 2009
      • Research & Ideas

      How to Revive Health-Care Innovation

      industry.The challenge that we face—making health care affordable and conveniently accessible to most people—is not unique to health care. Almost every industry began with services and products that were so... View Details
      Keywords: by Clayton M. Christensen, Jerome H. Grossman, M.D. M.D. & Jason Hwang; Health
      • 16 Aug 2004
      • Research & Ideas

      Luxury Isn’t What It Used to Be

      Cashing in on the $60 billion global luxury goods market has never been tougher—or more rewarding. Competition is keen. And consumer preferences are constantly shifting, causing the concept of luxury itself... View Details
      Keywords: by Julia Hanna; Consumer Products