Direct To Consumer Marketing - Publications - Faculty & Research

Research Summary

Overview

Professor Israeli utilizes econometric methods and field experiments to study data driven decision making in marketing context. Her research focuses on data-driven marketing, with an emphasis on how businesses can leverage their own data, customer data, and market data... View Details

Keywords: Channel Management; Pricing; Pricing Policies; Online Marketing; E-commerce; Analytics; Econometrics; Field Experiments; Data Analytics; Artificial Intelligence; Value Of Data

11 Nov 2013
Research & Ideas

A Smarter Way to Reduce Customer Defections

Companies spend significant sums to acquire customers. Once hooked, marketers protect those investments by attempting to keep patrons happy, engaged, and most of all, loyal.... View Details

Keywords: by Dina Gerdeman; Retail; Service

06 Dec 2019
Blog Post

Moving to the States with My Daughter to Pursue an MBA and Switch Careers

It was the summer of 2017, and after working at Mars in R&D for eight years, I started to think about the next step for my career. I enjoyed my role as a product innovation manager in the Consumer... View Details

14 Feb 2023
Blog Post

Recruiting During Uncertainty: How to Meet Students Where They Are

The early 2023 job market is a story of mixed signals. Scrolling their LinkedIn newsfeed, students are seeing a sea of layoffs. Yet at the same time the unemployment rate has hit a 53-year low. Some companies are proactively seeking more... View Details

Keywords: All Industries

01 Oct 2008
Research & Ideas

How Much Time Should CEOs Devote to Customers?

there are two reasons why CEOs should be cautious about overdoing the percentage of time interfacing with customers. First, marketing and selling should be a prime task of the CEO's direct reports, the... View Details

Keywords: by John Quelch

13 Jun 2018
Working Paper Summaries

Learning to Become a Taste Expert

Keywords: by Kathryn A. Latour and John A. Deighton; Food & Beverage

01 Oct 1998
News

A Career to Smile About

of acquired knowledge and experience across regions and nations is a key to business success. And with dozens of wildly different markets and ongoing geopolitical rearrangements, she knows that, be it... View Details

Keywords: Dun Gifford, Jr.

01 Oct 2000
News

Three Promoted to Full Professor

Paul A. Gompers Paul Gompers specializes in research on financial issues related to start-up, high-growth, and newly public companies. He holds a joint appointment in the Finance and the Entrepreneurial and Service Management units.... View Details

17 Sep 2020
News

HBS Goes Back To School

procedures, introducing everything from directional and spacing decals on the floors to food delivery. “It’s an important service for the school, and our hope is that community members take it as seriously... View Details

08 Aug 2005
Research & Ideas

A Balanced Scorecard Approach To Measure Customer Profitability

The Balanced Scorecard introduced customer metrics into performance management systems. Scorecards feature all manner of wonderful objectives relating to the customer value proposition and customer outcome metrics—for example, View Details

Keywords: by Robert S. Kaplan

December 2017 (Revised March 2019)
Case

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart

Armarium, a two-sided online 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

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September 2021 (Revised December 2021)
Case

Telepass: From Tolling to Mobility Platform

By: Chiara Farronato, Stefano Denicolai and Sarah Mehta

Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment... View Details

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18 Apr 2005
Research & Ideas

Tips to Reinvent the Department Store

consumers who used to be loyal department store customers. "I think department stores are in the process of significant change," said Pat Chadwick, senior vice president of northeast regional... View Details

Keywords: by Julie Jette; Retail

24 Jul 2017
Research & Ideas

People Have an Irrational Need to Complete 'Sets' of Things

hold six. No matter that your favorite craft beer store permits you buy bottles one at a time. Chances are you’d still buy six, just to fill all six spaces in the box. “People really don’t like to leave... View Details

Keywords: by Carmen Nobel

12 Jan 2017
News

Personalizing Women’s Path to Success

group partner,” she says. “Moving from consumer products to venture capital was a pretty hard pivot. I was 30 years old and pursuing a not-so-easy industry to break into,” she... View Details

Keywords: Jill Radsken

16 Jun 2008
Research & Ideas

Seven Tips for Managing Price Increases

yourself paying more attention to the prices of everything you buy? You are not alone. Consumers everywhere are more price aware. People who've been indifferent to price... View Details

Keywords: by John Quelch

February 2024
Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott

Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details

Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil

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2019
Chapter

From Coast to Hinterland: Fiscal State Formation in British and French West Africa, c. 1880–1960

By: Ewout Frankema and Marlous van Waijenburg

This chapter contrasts and compares the ways different colonial states in West Africa developed local fiscal capacity. We show that per capita revenues were higher in the more commercialised coastal export economies than in remote parts of the interior. We argue that... View Details

Keywords: Fiscal Capacity; Public Debt; French West Africa; British West Africa; Geography; History; Africa

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May 2017 (Revised November 2017)
Case

Cotopaxi: Managing Growth for Good

By: Andy Wu and Laura Huang

Cotopaxi, an innovative outdoor gear business targeting millennials, focuses on profit and social impact. This registered benefit corporation was formed by Davis Smith who coalesced his experiences as a Wharton MBA student along with professional knowledge from an... View Details

Keywords: Entrepreneurship; Social Venture; Benefit Corporation; B-Corp; Retail; Consumer Products; Apparel; Social Impact; Social Entrepreneurship; Business Model; Product Positioning; Social Enterprise; Mission and Purpose; Consumer Products Industry; Consumer Products Industry

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March 2022
Article

Learning to Rank an Assortment of Products

By: Kris Ferreira, Sunanda Parthasarathy and Shreyas Sekar

We consider the product ranking challenge that online retailers face when their customers typically behave as “window shoppers”: they form an impression of the assortment after browsing products ranked in the initial positions and then decide whether to continue... View Details

Keywords: Online Learning; Product Ranking; Assortment Optimization; Learning; Internet and the Web; Product Marketing; Consumer Behavior; E-commerce