Publications

17 Dec 2014
Research & Ideas

How Our Brain Determines if the Product is Worth the Price

decision. Participants were significantly more likely to purchase a product if they saw the price first than if they saw the product first. For retailers this indicates that it makes sense to lead with the price, at least when advertising... View Details

Keywords: by Carmen Nobel; Retail

03 Jun 2013
Research & Ideas

The Power of Rituals in Life, Death, and Business

food rituals with its 1990s ad campaign for Reese's Peanut Butter Cups: "There's no wrong way to eat a Reese's." Nabisco has used similar tactics in advertising Oreo cookies. Click to watch. To see whether they could achieve the... View Details

Keywords: by Carmen Nobel

27 Nov 2019
Sharpening Your Skills

Secrets for Creating a Long-Lasting Brand

built from the ground up and rebuilt again when the competitive landscape shifts. A Good Place to Start Super Bowl Ads Sell Products, but Do They Sell Brands?Super Bowl advertising is increasingly about using storytelling to sell... View Details

Keywords: by Sean Silverthorne; Retail

08 Sep 2014
Research & Ideas

The Strategic Way To Hire a Sales Team

Google and Groupon, for instance, a higher percentage of employees work in sales than engineering or data mining. And at Facebook the salesforce's ability to translate 'likes' into advertisers will make or break that company's valuation... View Details

Keywords: by Carmen Nobel

16 Jun 2020
Research & Ideas

Your Customers Have Changed. Here's How to Engage Them Again.

current customers about products/services, digital and delivery options, health safeguards, and payment plans. 7-Eleven advertises on Spotify about its availability of daily staples, attracting a new segment of customers. Staples offers... View Details

Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service

25 Jun 2020
Blog Post

Harvard Business School Class of 2021 Student Profiles

& Advertising Club Rob Self “I started my career in auto,” Rob says, “because it’s simultaneously something that impacts just about every person in the world while being a huge contributor to carbon emissions. I wanted to help people... View Details

Web

Impact of the New Medium - Edwin H. Land & Polaroid | Harvard Business School

Casselman sagely noted, "This is the first camera in history that can be completely demonstrated—and history shows that it's the demonstration that clinches the sale— providing it's a good one!" 70 An early advertiser on television,... View Details

09 Jan 2020
Book

Rethinking Business Strategy in the Age of AI

business and operating models had always been driven by data, networks, and software. After all, Google commercialized the world’s best search algorithm, developed leading advertising technology, and turned Android into the world’s most... View Details

Keywords: by Dina Gerdeman

04 Aug 2020
Cold Call Podcast

Glossier Built a Cult-Brand and a Digital Community, but What’s Next?

Keywords: Re: Jill J. Avery; Advertising

Research Summary

My research draws upon social and cultural theories to address three important topics in marketing: branding strategy, organizing to deliver creative content, and cultural consumer behavior:

1)Branding Strategy: How are iconic brands built?

I have... View Details

November 2018 (Revised January 2022)
Case

JUUL and the Vaping Revolution

By: Michael W. Toffel, John Masko and Sarah Mehta

In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details

2010
Chapter

The Paranoid Style in the Study of American Politics

By: David Moss and Mary Oey

What drives policy making in a democracy? The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms... View Details

Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States

2008
Other Unpublished Work

The Paranoid Style in the Study of American Politics

By: David Moss and Mary Oey

The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms of political support. Indeed, many... View Details

Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States

May 2020 (Revised July 2022)
Case

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland

Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music.... View Details

Keywords: Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; Detroit; United States; North America

November 2022
Background Note

The Future of E-Commerce: Lessons from the Livestream Wars in China

By: Ayelet Israeli, Jeremy Yang and Billy Chan

This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of... View Details