Direct To Consumer Marketing - Publications - Faculty & Research

22 Oct 2019
Research & Ideas

Use Artificial Intelligence to Set Sales Targets That Motivate

is no chance of meeting it,” says Doug J. Chung, MBA Class of 1962 Associate Professor of Business Administration in the Marketing unit at Harvard Business School. "The salesperson will be discouraged, and just as unlikely View Details

Keywords: by Michael Blanding

01 Aug 2012
What Do You Think?

Should CEOs Worry About ‘Too Big to Succeed?’

Summing Up Is There a "Right Size" for a Company? This month's question of whether "too big to succeed" should be a larger worry of CEOs than "too big to fail" as usual produced... View Details

Keywords: by James Heskett; Manufacturing; Financial Services

20 Jan 2016
Research & Ideas

Maybe Uber isn't God's Gift to Mankind

up,” says Benjamin G. Edelman, an associate professor in the Negotiation, Organizations & Markets unit at Harvard Business School whose research focuses on consumer protection related View Details

Keywords: by Carmen Nobel; Transportation; Insurance

18 Mar 2001
Research & Ideas

Want to Be an Entrepreneur? [Part I]

Founded in 1997 to revolutionize the mundane printing business with new display technology, the company had its eye on multibillion-dollar markets like electronic newspapers. But View Details

Keywords: by John S. Rosenberg

28 Nov 2007
Research & Ideas

B2B Branding: Does it Work?

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Many business-to-business... View Details

Keywords: by John Quelch; Consumer Products

24 Oct 2012
Research & Ideas

Want People to Save More? Send a Text

that if she lost her job, she couldn't pay her children's school fees or pay for a doctor," says Pomeranz, an assistant professor in entrepreneurial management at Harvard Business School. “How can we understand what projects work to... View Details

Keywords: by Kim Girard

21 Aug 2013
Research & Ideas

To Buy Happiness, Spend Money on Other People

Video directed and produced by Joanie Tobin In their book Happy Money: The Science of Smarter Spending, authors Elizabeth Dunn and Michael Norton draw on years of quantitative and qualitative research to... View Details

Keywords: by Carmen Nobel

11 May 2016
Research & Ideas

Fix This! Why is it so Painful to Buy a New Car?

(Editor’s note: Fix This! is a series of occasional stories about industries that provide bad consumer experiences and how they can be fixed.) Consumers routinely list buying a car as the worst shopping... View Details

Keywords: by Sean Silverthorne; Auto

05 Nov 2017
Blog Post

What You Need to Know about SVMP

significant for me. Under their leadership, there was never a dull moment in the classroom. They guided every class with deep passion, high energy and profound knowledge. With their stimulating questions and insightful expertise, they View Details

12 May 2011
Research & Ideas

The Difficult Transition from For-Profit to Nonprofit Boards

Editor's note: For those of who have attended meetings of both nonprofit and for-profit boards, the differences between the two organizations couldn't be clearer. Nonprofit boards meetings tend to be longer, less tightly organized, and... View Details

Keywords: by Sean Silverthorne

01 Aug 2016
Research & Ideas

Retail Execs Underplay Current Performance to Investors--but Why?

search for driving directions to a Walmart was counted toward Walmart’s consumer activity for the week. The researchers’ within-quarter measure accurately tracked... View Details

Keywords: by Dina Gerdeman; Financial Services

16 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part One

a lesson that we could all learn better in the wake of the recent 'dotcom implosion.' Wedgwood, Heinz, and Field needed to make a market [for a product and/or service] and show View Details

Keywords: by Martha Lagace

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

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2010
Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

By: Jill Avery

An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details

Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry

Citation

November 2017
Teaching Note

Reinventing Best Buy

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 716-455. On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales.... View Details

Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Technology; Hardware; Information Technology; Internet; Mobile Technology; Online Technology; Search Technology; Software; Web; Web Sites; Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul

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February 2021 (Revised March 2021)
Case

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli and Jamie Merkrebs

AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its... View Details

Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; African-American Protagonist; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; E-commerce; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America; New York (city, NY); New York (state, US)

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11 Apr 2023
Op-Ed

The First 90 Hours: What New CEOs Should—and Shouldn't—Do to Set the Right Tone

for a strategic plan, not a detailed document engraved in stone, but a clear sense of strategic direction and vision that will have excited them sufficiently to warrant entrusting you with the CEO role. Once... View Details

Keywords: by John Quelch

February 2018 (Revised October 2020)
Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details

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September 2015 (Revised March 2017)
Technical Note

FIELD Global Immersion: Developing Customer Empathy

By: Jill Avery

The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of... View Details

Keywords: Market Research; Design Thinking; Customer Behavior; Ethnography; Interviews; Surveys; A/B Testing; Experimentation; Marketing; Customer Focus and Relationships; Consumer Behavior; Demand and Consumers

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June 2020
Article

Real-time Data from Mobile Platforms to Evaluate Sustainable Transportation Infrastructure

By: Omar Isaac Asensio, Kevin Alvarez, Arielle Dror, Emerson Wenzel, Catharina Hollauer and Sooji Ha

By displacing gasoline and diesel fuels, electric cars and fleets reduce emissions from the transportation sector, thus offering important public health benefits. However, public confidence in the reliability of charging infrastructure remains a fundamental barrier to... View Details

Keywords: Environmental Sustainability; Transportation; Infrastructure; Behavior; AI and Machine Learning; Demand and Consumers

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