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  • 13 Nov 2019
  • Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries and markets. This device would collect data to answer strategic questions, guide managerial decisions, and... View Details
Keywords: by Kristen Senz
  • 2006
  • Working Paper

The Effect of Dividends on Consumption

By: Malcolm Baker, Stefan Nagel and Jeffrey Wurgler
Classical models predict that the division of stock returns into dividends and capital appreciation does not affect investor consumption patterns, while mental accounting and other economic frictions predict that investors have a higher propensity to consume from stock... View Details
Keywords: Demand and Consumers; Personal Finance; Investment Return; Household
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  • 9 Dec 2011 - 10 Dec 2011
  • Conference Presentation

Taste Contested: The Construction of American Wine Culture, 1967-1976

By: Ai Hisano
This paper examines the role of taste in American consumer society by analyzing how wine came to symbolize sophistication during the 1960s and 1970s. View Details
Keywords: Consumer Behavior; Attitudes; Food and Beverage Industry; United States
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  • January 2009 (Revised July 2009)
  • Case

Alibaba's Taobao (A)

By: Felix Oberholzer-Gee and Julie M. Wulf
This case examines the decision of Alibaba Group to diversify from an international business-to-business (B2B) exchange (Alibaba.com) into a B2C and C2C exchange (Taobao.com) for Chinese retailers and consumers. In China, Taobao had managed to displace the once... View Details
Keywords: Business Model; Demand and Consumers; Market Transactions; Service Operations; Diversification; Internet and the Web; China
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  • 2007
  • Working Paper

The 'Fees → Savings' Link, or Purchasing Fifty Pounds of Pasta

By: Michael I. Norton and Leonard Lee
Many consumers have had the experience of entering discount membership clubs to make a few purchases, only to leave with enough pasta to outlast a nuclear winter. We suggest that the presence of membership fees can lead consumers to infer a "fees → savings" link,... View Details
Keywords: Price; Profit; Spending; Consumer Behavior; Retail Industry
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  • 26 Apr 2012
  • Working Paper Summaries

What Makes a Critic Tick? Connected Authors and the Determinants of Book Reviews

Keywords: by Loretti I. Dobrescu, Michael Luca & Alberto Motta; Information; Publishing
  • November 2019 (Revised December 2019)
  • Case

Marcus by Goldman Sachs

By: Rory McDonald, Samir Junnarkar and David Lane
Five years on from the 2008 financial crisis, Goldman Sachs remained wounded. Revenues at the global investment bank had stagnated below pre-crisis levels, and the firm had yet to rebound from a substantial decline in securities-trading revenues. Marcus by Goldman... View Details
Keywords: Corporate Entrepreneurship; Banks and Banking; Innovation Leadership; Growth and Development Strategy; Growth Management; Organizational Culture; Financial Services Industry; United Kingdom
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  • April 1978
  • Case

General Foods: Opportunities in the Dog Food Market

Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by E.T. Popper and L.S. Ward. View Details
Keywords: Product Positioning; Consumer Behavior; Product Development; Consumer Products Industry; Consumer Products Industry
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  • 02 Sep 2008
  • Research & Ideas

Indulgence vs. Regret: Investing in Future Memories

being toovirtuous and hard-working. She also presents a strategy to correct this behavior. Aside from influencing how people choose to live their lives, Keinan's findings have implications for marketers hoping to convince consumers to... View Details
Keywords: by Julia Hanna
  • March 2010
  • Background Note

Airline Travel in the U.S.

By: Sunil Gupta and Kavita Shukla
How should airlines respond to the rising share of Online Travel Agencies (OTAs) as consumers increasingly search the web to buy tickets? View Details
Keywords: Management; Marketing Channels; Consumer Behavior; Market Participation; Agency Theory; Online Technology; Aerospace Industry; United States
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  • 26 Mar 2021
  • News

Looking Ahead: Thriving In An Increasingly Digitalized World With AI, Hyper-Personalization & Innovation

  • December 2010 (Revised May 2011)
  • Case

Cola Wars Continue: Coke and Pepsi in 2010

By: David B. Yoffie and Renee Kim
Examines the industry structure and competitive strategy of Coca-Cola and Pepsi over 100 years of rivalry. The most intense battles of the cola wars were fought over the $74 billion CSD industry in the United States, where the average American consumes 46 gallons of... View Details
Keywords: Profit; Growth and Development Strategy; Industry Structures; Competitive Strategy; Food and Beverage Industry; United States
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  • 01 Dec 2015
  • First Look

December 1, 2015

within the firm. The inventor team composition has important consequences for how the new knowledge is exploited within and outside of the firm. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50098 2015 The Cambridge Handbook of View Details
Keywords: Sean Silverthorne
  • December 2015
  • Case

The Hain Celestial Group

By: David E. Bell, José B. Alvarez, James Weber and Mary Shelman
Hain Celestial manufactured natural and organic food and personal care products to be sold to retailers of these products. The company had grown successfully and profitably through acquisitions and organically for two decades. In late 2015, Hain faced challenges on... View Details
Keywords: Agribusiness; Strategy; Marketing; Consumer Products Industry; United States
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    Consumers, Corporations and Public Health (Oxford University Press, 2016)

    The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare.

    Consumers, Corporations, and Public... View Details
    • 2024
    • Working Paper

    Using LLMs for Market Research

    By: James Brand, Ayelet Israeli and Donald Ngwe
    Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details
    Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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    • May 2016 (Revised January 2018)
    • Case

    Airbnb, Etsy, Uber: Acquiring the First Thousand Customers

    By: Thales S. Teixeira and Morgan Brown
    By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... View Details
    Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-sided Market; Internet and the Web; Marketing Strategy; Digital Platforms; Digital Marketing; Business Startups; Transportation Industry; Accommodations Industry
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      Gerald Zaltman

      *Joined Harvard Faculty: 1991
      Prior Faculty Appointments: Northwestern University, 1968-75;
      University of Pittsburgh, 1975-91

      *Doctoral Degree in Sociology Received from: The John Hopkins University;
      MBA Degree Received from: The University of... 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
      • August 2014 (Revised December 2015)
      • Case

      Showrooming at Best Buy

      By: Thales Teixeira and Elizabeth Anne Watkins
      Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics... View Details
      Keywords: Competition; Price; Consumer Behavior; Applications and Software; Mobile and Wireless Technology; Retail Industry; Electronics Industry
      Related
      • August 2023 (Revised September 2023)
      • Case

      Zegna

      By: Rohit Deshpandé, Dante Roscini and Elena Corsi
      In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of... View Details
      Keywords: Marketing Strategy; Product Marketing; Product Positioning; Luxury; Competition; Fashion Industry; Italy
      Related