Fast-moving Consumer Goods - Publications - Faculty & Research

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

expenditures. Advertisers can get the most bang for the buck if they post their videos on YouTube and then motivate consumers to disseminate the ads for them, via email or social media. Getting an ad to go viral is among the cost-saving... View Details

Keywords: by Carmen Nobel; Advertising

19 Jul 2004
Research & Ideas

Your Customers: Use Them or Lose Them

you get customers to act in the best interests of the firm? Of my mantras, number one is: Your customer is probably your most powerful asset." To explain how certain companies jump to the head of the pack through good service, she... View Details

Keywords: by Martha Lagace

01 Oct 1999
News

Eight Among Many: Kenneth A. Goldman

Back in 1974, Massachusetts native Ken Goldman headed for California to pursue a career in high-tech finance, figuring that while he might not find much glory, at least he'd find good weather. "The prestige jobs back then were strictly in... View Details

Keywords: Marguerite Rigoglioso

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

locate their goods in high-traffic locations, where consumers felt free to make on-the-spot "impulse" purchases. This meant the surroundings must be beautiful, exclusive, and comfortable for... View Details

Keywords: by Nancy F. Koehn; Consumer Products; Consumer Products; Consumer Products

Fast Answer

Business of Sports

behavior in sport markets and athletic consumer goods University of Michigan Public dataset compiled by University of Michigan professor of Sport Management Dr. Rod Fort Data covers economics and... View Details

Fast Answer

Managing Service Operations: Research resources for new service design

Technavio
Reports on a variety of global industries including technology, healthcare, retail, energy, aerospace, consumer goods and automotive. View Details

05 Mar 2001
What Do You Think?

Fine Coupling: Can Human Resource Management Learn from Supply Chain Management?

important." Scott Lichtman agrees, pointing out that "to be efficient in this fast-moving era rather requires longer-term investment in skills and strategy adoption by longstanding employees ..." On the other hand, Ryan... View Details

Keywords: by James Heskett

05 Feb 2009
Research & Ideas

In Praise of Marketing

to globalization, a second force enabling marketing to bring good quality to the masses is technology. Today, the Internet, supported like most of the diverse media that preceded it by brand advertising rather than subscription, is... View Details

Keywords: by John Quelch; Advertising

26 Jul 2010
Research & Ideas

Yes, You Can Raise Prices in a Downturn

consumers (or retailers) are unlikely to pay. But the acquisitions provided a convenient distribution channel for residential customers who want to drop off or return goods ordered online, and moved new... View Details

Keywords: by Sean Silverthorne; Consumer Products; Consumer Products

Profile

Rocio Parra

Why was getting a business education important to you? As a consultant, I had the opportunity to work in a variety of industries from pharmaceuticals and medical devices to government and consumer packaged goods. Through these... View Details

Keywords: Retail

01 Oct 2000
News

Books

magazine.) In addition, Reiss draws upon several dozen interviews that he conducted with other entrepreneurs in a variety of fast-moving industries. Reiss explores entrepreneurial issues across the life span of a company, from finding... View Details

01 Feb 1998
News

Short Takes

Who Does Good and Why While it's common knowledge that business leaders often serve on nonprofit boards, there has been little formal information about the characteristics and motivations of such individuals. In a 1997 working paper... View Details

Keywords: Judith A. Ross

17 Jun 2016
Op-Ed

Companies Need to Start Marketing Security to Customers

on financial controls, not on risks to consumers and brand reputations. That's not good enough" Even marketers who pay special attention to safety are reluctant to tout their superiority. You never see... View Details

Keywords: by John A. Quelch; Entertainment & Recreation

07 Jul 2020
Research & Ideas

Market Investors Pay More for Resilient Companies

The steep market drop in the early days of the COVID-19 crisis is being used as a laboratory to study the importance of companies investing in stakeholder relations with their employees, suppliers, and customers, and how those investments could be strategic resources... View Details

Keywords: by Kristen Senz; Financial Services

15 Feb 2023
Blog Post

Creating Emerging Markets Sustainability Series - Closing the ‘Intention-Action’ Gap

Creating Emerging Markets Sustainability Series – Closing the ‘Intention-Action’ Gap Cover image features Mavath R. Chandran (left) and Ghassan E. Nuqul (right). The average American consumer today considers whether the everyday View Details

08 Jan 2007
What Do You Think?

Neuro Economics: Science or Science Fiction?

apparently unshakeable beliefs about change management turn out not to yield the results we expect." Victoria Pynchon looks forward to the possibility that it will, for example, "give us surprising insight into our inclination to do one another View Details

Keywords: by Jim Heskett

24 Jun 2013
Research & Ideas

Is Your iPhone Turning You Into a Wimp?

monitor? The answer may determine whether you'll play the wimp or the hero in your next office meeting. The body posture inherent in operating everyday gadgets affects not only your back, but your demeanor, reports a new experimental study entitled iPosture: The Size... View Details

Keywords: by Carmen Nobel; Consumer Products; Consumer Products

Philip W. Pillsbury

When Pillsbury took over control of his family's flour company in 1940, it had sales of $47 million. Pillsbury, however, greatly expanded the business further, acquiring more flour mills and related facilities, while also entering the View Details

Keywords: Food & Tobacco

10 Jan 2020
Blog Post

Know Your Audience - Recruiting HBS Students for Retail

of students has a passion for the dynamic retail space across different segments including luxury, specialty, and mass market brands. Retail Tech in particular has had a major impact on the industry and students’ focus. “Digital shopping platforms have really changed... View Details

Keywords: Consumer Products / Retail

01 Mar 2017
News

A Healthy Profit

of Building a Culture of Health: A New Imperative for Business. “But if you have a norovirus outbreak on a weeklong cruise with 5,000 people, and that vessel has to port and the cruise is canceled, that loss will cost Royal Caribbean a fourteenth of its annual... View Details

Keywords: Dan Morrell

Publications