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      • 2011
      • Chapter

      Consumers' Relationships with Brands

      By: Susan Fournier and Jill Avery
      This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's... View Details
      Keywords: Marketing; Brands; Brand Building; Brand Equity; Brand Management; Customer Relationship Management; CRM; Customer Focus and Relationships; Brands and Branding; Marketing Strategy; Consumer Products Industry
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      Fournier, Susan, and Jill Avery. "Consumers' Relationships with Brands." Chap. 14 in Perspectives on Brand Management, edited by Mark D. Uncles, 225–248. Tilde University Press, 2011.
      • 2011
      • Chapter

      How Does Simplified Disclosure Affect Individuals' Mutual Fund Choices?

      By: John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian
      We use an experiment to estimate the effect of the SEC's Summary Prospectus, which simplifies mutual fund disclosure. Our subjects chose an equity portfolio and a bond portfolio. Subjects received either statutory prospectuses or Summary Prospectuses. We find no... View Details
      Keywords: Information; Corporate Disclosure; Decision Choices and Conditions; Consumer Behavior; Retirement; Personal Finance; Investment Funds; Microeconomics
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      Beshears, John, James J. Choi, David Laibson, and Brigitte C. Madrian. "How Does Simplified Disclosure Affect Individuals' Mutual Fund Choices?" In Explorations in the Economics of Aging, edited by David A. Wise, 75–96. Chicago: University of Chicago Press, 2011.
      • 2011
      • Chapter

      Regional Trade Integration and Multinational Firm Strategies

      By: Pol Antras and C. Fritz Foley
      This paper analyzes the effects of the formation of a regional trade agreement on the level and nature of multinational firm activity. We examine aggregate data that captures the response of U.S. multinational firms to the formation of the ASEAN free trade agreement.... View Details
      Keywords: Forecasting and Prediction; Trade; Foreign Direct Investment; Multinational Firms and Management; Globalized Markets and Industries; Analytics and Data Science; Agreements and Arrangements; United States
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      Antras, Pol, and C. Fritz Foley. "Regional Trade Integration and Multinational Firm Strategies." In Costs and Benefits of Regional Economic Integration in Asia, edited by Robert J. Barro and Jong-Wha Lee. Oxford University Press, 2011.
      • 2011
      • Article

      The Consumer Psychology of Mail-in Rebates

      By: John T. Gourville and Dilip Soman
      Consumers who buy a product intending to use an accompanying mail-in rebate often do not redeem the rebate. To explain this behavior, we argue that consumers use an anchoring and adjustment approach to predicting the likelihood of redeeming a rebate. In keeping with... View Details
      Keywords: Product Marketing; Consumer Behavior; Sales; Motivation and Incentives
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      Gourville, John T., and Dilip Soman. "The Consumer Psychology of Mail-in Rebates." Journal of Product & Brand Management 20, no. 2 (2011).
      • Article

      The Social Utility of Feature Creep

      By: Debora V. Thompson and Michael I. Norton
      Previous research shows that consumers frequently choose products with too many features that they later find difficult to use. Our research shows that this seemingly suboptimal behavior may in fact confer benefits when factoring in the social context of consumption.... View Details
      Keywords: Impression Management; Social Influence; Conspicuous Consumption; Signaling; Product Features; Consumer Behavior; Information Technology; Experience and Expertise; Status and Position
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      Thompson, Debora V., and Michael I. Norton. "The Social Utility of Feature Creep." Journal of Marketing Research (JMR) 48, no. 3 (June 2011): 555–565.
      • 2011
      • Book

      The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

      By: Fred Reichheld and Rob Markey
      Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success.
      *Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers.
      *Shares new and... View Details
      Keywords: Customer Centric Initiative; Customer Defection; Customer Engagement; Customer Experience; Customer Focused Organization; Customer Focus and Relationships; Customer Satisfaction; Customer Value and Value Chain; Network Effects
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      Reichheld, Fred, and Rob Markey. The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World. Boston, MA: Harvard Business Review Press, 2011.
      • December 2010
      • Case

      Digital Divide

      By: Sunil Gupta
      In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
      Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
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      Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.
      • December 2010 (Revised March 2011)
      • Background Note

      Strategic Marketing in Creative Industries

      By: Anita Elberse
      A note for educators describing an elective course for second-year MBA Students at Harvard Business School, "Strategic Marketing in Creative Industries." which focuses on strategic marketing challenges for firms in the creative industries, defined as industries that... View Details
      Keywords: Marketing Strategy
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      Elberse, Anita. "Strategic Marketing in Creative Industries." Harvard Business School Background Note 511-011, December 2010. (Revised March 2011.) (Course Note, Instructor Only.)
      • 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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      Yoffie, David B., and Renee Kim. "Cola Wars Continue: Coke and Pepsi in 2010." Harvard Business School Case 711-462, December 2010. (Revised May 2011.)
      • Article

      Do Strong Fences Make Strong Neighbors?

      By: Mihir Desai and Dhammika Dharmapala
      Many features of U.S. tax policy towards multinational firms-including the governing principle of capital export neutrality, the byzantine system of expense allocation, and anti-inversion legislation-reflect the intuition that building "strong fences" around the United... View Details
      Keywords: International Taxation; Initial Public Offerings; Foreign Portfolio Investment; Policy; Taxation; Multinational Firms and Management; Globalized Markets and Industries; Initial Public Offering; Mergers and Acquisitions; Foreign Direct Investment; United States
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      Desai, Mihir, and Dhammika Dharmapala. "Do Strong Fences Make Strong Neighbors?" National Tax Journal 63, no. 4 (December 2010): 723–740.
      • December 2010
      • Article

      Why You Aren't Buying Venezuelan Chocolate

      By: Rohit Deshpandé
      The article discusses the "provenance paradox," wherein consumers are unwilling to buy high-quality products from regions not commonly associated with excellence in certain product categories. Venezuelan chocolate maker Chocolates El Rey does little international... View Details
      Keywords: Geographic Location; Global Strategy; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Product Marketing; Emerging Markets; Food and Beverage Industry; Venezuela
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      Deshpandé, Rohit. "Why You Aren't Buying Venezuelan Chocolate." Harvard Business Review 88, no. 12 (December 2010).
      • November 2010
      • Case

      Bling Nation

      By: William A. Sahlman and Liz Kind
      Bling Nation, a Palo Alto, CA startup, was founded in 2007 as a mobile payment service provider that bypassed industry participants such as Visa and MasterCard. Bling Nation partnered with local community banks and merchants in small towns. The banks provided their... View Details
      Keywords: Culture
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      Sahlman, William A., and Liz Kind. "Bling Nation." Harvard Business School Case 811-029, November 2010.
      • 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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      Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
      • 2010
      • Working Paper

      Cognitive Barriers to Environmental Action: Problems and Solutions

      By: Lisa L. Shu and Max Bazerman
      We explore interventions at the individual level and focus on recognized cognitive barriers from behavioral decision-making literature. In particular, we highlight three cognitive barriers that impede sound individual decision making that have particular relevance to... View Details
      Keywords: Decision Choices and Conditions; Judgments; Consumer Behavior; Environmental Sustainability; Cognition and Thinking; Prejudice and Bias
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      Shu, Lisa L., and Max Bazerman. "Cognitive Barriers to Environmental Action: Problems and Solutions." Harvard Business School Working Paper, No. 11-046, November 2010.
      • 2010
      • Working Paper

      Regulating for Legitimacy: Consumer Credit Access in France and America

      By: J. Gunnar Trumbull
      Theories of legitimate regulation have emphasized the role of governments either in fixing market failures to promote greater efficiency or in restricting the efficient functioning of markets in order to pursue public welfare goals. In either case, features of markets... View Details
      Keywords: Borrowing and Debt; Credit; Financial Markets; Personal Finance; Governing Rules, Regulations, and Reforms; Business History; Business and Government Relations; Welfare; France; United States
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      Trumbull, J. Gunnar. "Regulating for Legitimacy: Consumer Credit Access in France and America." Harvard Business School Working Paper, No. 11-047, November 2010.
      • October 2010
      • Case

      Narragansett Brewing Company

      By: Tom Nicholas, Lindsey Marshall and Charles Anthony Miller
      Mark Hellendrung, CEO of Narragansett Brewing Company, is deciding whether to partner with a local television station for the upcoming NHL Winter Classic outdoor hockey game between New England's own Boston Bruins and the Philadelphia Flyers at Fenway Park. He had... View Details
      Keywords: Corporate Entrepreneurship; Business Startups; Business Strategy; Sports; Financial Strategy; Marketing Strategy; Investment; United States
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      Nicholas, Tom, Lindsey Marshall, and Charles Anthony Miller. "Narragansett Brewing Company." Harvard Business School Case 811-028, October 2010.
      • October 2010
      • Article

      The Emerging Capital Market for Nonprofits

      By: Robert S. Kaplan and Allen S. Grossman
      Many of our largest and most successful companies today did not exist 50 years ago. During this same time interval, companies that ranked among top in the 1960s have disappeared, been merged out of existence, or become much smaller presences in the U.S. industrial... View Details
      Keywords: Capital Markets; Investment Funds; Philanthropy and Charitable Giving; Corporate Accountability; Management Practices and Processes; Infrastructure; Corporate Social Responsibility and Impact; Performance Effectiveness; Nonprofit Organizations
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      Kaplan, Robert S., and Allen S. Grossman. "The Emerging Capital Market for Nonprofits." Harvard Business Review 88, no. 10 (October 2010).
      • September 2010 (Revised April 2012)
      • Case

      Better World Books

      By: Michael I. Norton, Fiona Wilson, Jill Avery and Thomas J. Steenburgh
      Better World Books, a young start-up, provides a socially conscious alternative to Amazon, collecting and selling used books to keep them out of the waste stream, while donating a portion of their profits to support global literacy efforts. The case presents an... View Details
      Keywords: Business Model; For-Profit Firms; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Public Opinion; Social Issues; Online Technology; Retail Industry
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      Norton, Michael I., Fiona Wilson, Jill Avery, and Thomas J. Steenburgh. "Better World Books." Harvard Business School Case 511-057, September 2010. (Revised April 2012.)
      • September 2010 (Revised December 2010)
      • Case

      Santander Consumer Finance

      By: J. Gunnar Trumbull, Elena Corsi and Andrew Barron
      A Spanish company has to decide if they should expand into the fragmented European consumer finance market and has to make important organizational strategy decisions in the midst of the world economic downturn that followed the 2007 U.S. credit crunch. Since 2002, the... View Details
      Keywords: Borrowing and Debt; Financial Markets; International Finance; Personal Finance; Consolidation; Corporate Strategy; Expansion; Financial Services Industry; European Union; Spain
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      Trumbull, J. Gunnar, Elena Corsi, and Andrew Barron. "Santander Consumer Finance." Harvard Business School Case 711-015, September 2010. (Revised December 2010.)
      • September 2010 (Revised February 2011)
      • Case

      Red Lobster

      By: David E. Bell and Jason Riis
      Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details
      Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry
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      Bell, David E., and Jason Riis. "Red Lobster." Harvard Business School Case 511-052, September 2010. (Revised February 2011.)
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