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  • January 2021 (Revised March 2022)
  • Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Turkey
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  • 14 Dec 2010
  • First Look

First Look: Dec. 14

of shared beliefs resulting in similar and concurrent firm behavior; second, that firms notice and imitate the behaviors of firms from the same prior industry; and third, that as firms gain experience with particular features, the... View Details
Keywords: Sean Silverthorne
  • 20 Aug 2014
  • Research & Ideas

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

In 2009, technology researchers at Forrester published a report entitled We Are All Media Companies Now, that looked at how publishing firms were dealing with the shift from a distribution paradigm to one based on consumption. By 2014, the paradigm is being experienced... View Details
Keywords: by John Deighton
  • March 31, 2023
  • Article

What Is the Optimal Pattern of a Customer Journey?

By: Julian De Freitas
Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with... View Details
Keywords: Consumer Behavior; Customers; Brands and Branding
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    W. Earl Sasser

    Earl Sasser is a Baker Foundation Professor at Harvard Business School and has been a member of the faculty there since 1969. He received a B.A. in Mathematics from Duke University in 1965, an MBA from the University of North Carolina in 1967, and a Ph.D. in... View Details

    Keywords: airline; automotive; banking; broadcasting; communications; construction; credit card; education industry; entertainment; fast food; hotels ＆ motels; insurance industry; marketing industry; oil ＆ gas; restaurant; retailing; service industry; sports; tourism; transportation
    • 10 Apr 2018
    • First Look

    First Look at New Research, April 10, 2018

    later and if so, how? The friendship formation of students at a large Canadian university was assessed during their first term. These data were used to predict self-reported health and health behaviors (physical exercise, diet, tobacco,... View Details
    Keywords: Sean Silverthorne
    • September 2022 (Revised September 2022)
    • Case

    The Pokémon Company: Evolving into an Everlasting Brand

    By: Tomomichi Amano and Masaki Nomura
    Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands spent more than six million dollars each for a 30-second commercial slot. Surprisingly, the commercial that... View Details
    Keywords: Advertising; Brands and Branding; Marketing Strategy; Consumer Behavior; Growth and Development Strategy; Video Game Industry; Japan
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    • 01 Jun 2015
    • Research & Ideas

    The Surprising Benefits of Oversharing

    engaging in bad behavior even more often than "frequently"— that is, they inferred an extra answer of "very frequently." When the researchers tested this possibility by asking participants to guess how often they... View Details
    Keywords: by Michael Blanding
    • 23 Sep 2014
    • First Look

    First Look: September 23

      Publications September 2014 Research in Organizational Behavior The Governance of Social Enterprises: Mission Drift and Accountability Challenges in Hybrid Organizations By: Ebrahim, Alnoor, Julie Battilana, and Johanna Mair Abstract—We... View Details
    Keywords: Sean Silverthorne
    • November 2019
    • Article

    When and Why Defaults Influence Decisions: A Meta-analysis of Default Effects

    By: Jon M. Jachimowicz, Shannon Duncan, Elke U. Weber and Eric J. Johnson
    When people make decisions with a pre-selected choice option—a “default”—they are more likely to select that option. Because defaults are easy to implement, they constitute one of the most widely employed tools in the choice architecture toolbox. However, to decide... View Details
    Keywords: Choice Architecture; Defaults; Default Effects; Decision Making; Behavior; Analysis
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    • December 2009
    • Article

    Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout?

    By: Felix Oberholzer-Gee and Joel Waldfogel
    Since the dawn of broadcasting, and especially in the past decade, Americans have turned their attention from local to more distant sources of news and entertainment. While the integration of media markets will raise the private welfare of many consumers, critics of a... View Details
    Keywords: Voting; Ethnicity; Behavior; Local Range; Journalism and News Industry; Media and Broadcasting Industry; United States
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    • 14 Nov 2017
    • First Look

    New Research and Ideas: November 14, 2017

    October 2017 Negotiation Journal Prescriptions Based on a Realistic View of Human Behavior By: Bazerman, Max Abstract—No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=53096 November–December 2017... View Details
    Keywords: Carmen Nobel
    • 20 Oct 2011
    • Research & Ideas

    Getting the Marketing Mix Right

    the right mix between them—the ideal brew needed to achieve sales and market share goals. The trick is that each marketing effort affects consumer behavior in different ways, and also prompts different types... View Details
    Keywords: by Dina Gerdeman
    • 31 May 2004
    • Research & Ideas

    How Team Leaders Show Support–or Not

    published in the February issue of The Leadership Quarterly as "Leader Behaviors and the Work Environment for Creativity: Perceived Leader Support." Amabile, an influential scholar on creativity, conducted the research with... View Details
    Keywords: by Martha Lagace
    • 25 Oct 2010
    • HBS Case

    Tesco’s Stumble into the US Market

    depends on enough consumers changing behavior to buy a higher proportion of their groceries on a more frequent basis. This could work in inner-city locations where younger shoppers might buy their evening... View Details
    Keywords: by Sean Silverthorne; Retail
    • February 2002 (Revised October 2005)
    • Case

    BMWFilms

    By: Youngme E. Moon and Kerry Herman
    Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all... View Details
    Keywords: Consumer Behavior; Internet and the Web; Marketing Strategy; Film Entertainment; Innovation and Invention; Auto Industry; North and Central America
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    • 2008
    • Simulation

    Pricing Simulation: Universal Car Rental

    By: John T. Gourville
    This web-based simulation presents an engaging context in which students develop their knowledge of pricing by managing a rental car operation (Universal) in Florida and improve regional performance by developing a pricing strategy. The simulation involves three... View Details
    Keywords: Competition; Consumer Behavior; Price; Profit; Renting or Rental; Auto Industry; Service Industry; Miami; Orlando; Tampa
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      Myra M. Hart

      Myra Hart's research focus is high potential entrepreneurship.  She has taught MBA and executive programs, co-chaired the entrepreneurship unit, and led several HBS initiatives. As a founding memberView Details

      Keywords: consumer products; consumer products; consumer products; consumer products; consumer products
      • 20 Nov 2019
      • Research & Ideas

      It's No Joke: AI Beats Humans at Making You Laugh

      each other for decades. I was really rooting for spouses to have an edge!” Computers make good recommendations, but do people want to listen? Businesses are investing heavily in sophisticated computer algorithms that rely on past consumer... View Details
      Keywords: by Dina Gerdeman
      • 26 May 2015
      • First Look

      First Look: May 26

      serve as the glue across functions and business units. But without clarity about strategy and the ability to articulate strategy, people can only pick up random, disconnected cues about priorities, and alignment is then hit-and-miss, especially when it comes to linking... View Details
      Keywords: Sean Silverthorne