Publications

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Research Summary

The Ownership of Deep Metaphors

By: Gerald Zaltman

Deep metaphors are basic orienting structures of human thought. They guide in subtle and overt ways how customers and managers process information about any product, service, or activity and event. It is essential for a firm to understand deep metaphors as they are... View Details

October 2016 (Revised April 2018)
Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details

Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts

08 Nov 2019
HBS Seminar

Galit Eizman (Research Associate, Harvard Kennedy School) (paper joint with Alice Ruichen Wang, Renmin Univ, China), Harvard Kennedy School

March 2014
Case

Jurlique: Globalizing Beauty from Nature and Science

By: Geoffrey Jones and Andrew Spadafora

Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details

Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States

01 Feb 2017
Blog Post

How to Partner With a Student Club: Join a Club Panel

Club panel events provide a myriad of benefits to employers coming to campus. Company representatives can build brand awareness and speak to their company and its mission in front of a targeted group of talent that could be potential team... View Details

Keywords: All Industries

October 2021 (Revised December 2021)
Case

PhonePe: Democratizing Payments in India

By: Michael Chu and Rachna Tahilyani

The co-founders of PhonePe, India’s leading digital payment platform are considering pursuing various growth opportunities in a huge country just entering the digital age. In a highly competitive industry, the founders are keenly aware that making the right choices is... View Details

Keywords: Digital Platform; Digital Banking; Business Strategy; Growth and Development Strategy; Decision Choices and Conditions; Corporate Entrepreneurship; Digital Platforms; Financial Services Industry; Asia; India

2010
Book

Unilever'i Yenilemek: Dönüşüm ve Gelenek [Renewing Unilever: Transformation and Tradition]

By: Geoffrey Jones

Unilever's brands can now be found in one out of every two households in the world. This arresting and impressive fact shows the scope and scale of this unique global corporation. Geoffrey Jones, a leading business historian from the Harvard Business School, takes us... View Details

Keywords: Business History; Business Growth and Maturation; Multinational Firms and Management; Corporate Strategy; Organizational Culture; Globalization; Brands and Branding; Consumer Products Industry

Research Summary

Simultaneous Distinction, Democratization and Omnivorism Effects: A Longitudinal Analysis of Dynamic Symbolic Boundaries in Counterfeit Consumption Networks

Sociologists have long examined the interactive relationship between social structure, taste and power. This literature has overwhelmingly fallen into three, ostensibly competing, theoretical “camps”: Distinction, where high-status consumers use... View Details

30 Aug 2017
News

Looking to win the battle for consumer attention? Take the blindfold off.

October 1995
Case

Robert Mondavi Corporation

By: Ray A. Goldberg and Thomas N. Urban Jr

As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important? View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Distribution; Product Positioning; Going Public; Expansion; Change; Food and Beverage Industry

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Research Summary

Advertising and the Economics of Attention

Using novel technologies, such as eye- and face-tracking, to gauge attentional and emotional (facial) reactions to advertising, Professor Teixeira studies how advertising effectiveness can be optimized. Through complex statistical models of consumer response, he... View Details

March 1999 (Revised July 1999)
Case

Crunch

By: Paul W. Marshall and Jeremy Dann

Entrepreneur Doug Levine runs a fitness company with an incredibly powerful brand. His company leverages the brand to expand, both in terms of facilities and lines of business. But he may need to make significant organizational changes in order to continue the growth. View Details

Keywords: Buildings and Facilities; Organizational Change and Adaptation; Expansion; Business Growth and Maturation; Business Startups; Brands and Branding; Service Industry; Health Industry

Research Summary

Utilizing Display, Feature and Price Promotions: Getting the Biggest Bang for the Buck

Firms are continuously looking for more efficient ways to influence consumers to purchase their brand. Professor Lemon is conducting research to understand what motivates consumers' purchases of products and services. Her research suggests new strategies for category... View Details

30 May 2016
News

Hillary Clinton’s campaign message keeps evolving

Career Coach

Adriann Dolphin

Adriann wants to help students explore roles in the consumer products and tech industries. She can also provide insight into the job experience in consulting, having worked in that industry. She is happy to help with interview prep, resume reviews, and cover letter... View Details

November 2000 (Revised July 2001)
Case

Intuit QuickBooks

By: Rajiv Lal and Punima P Kochikar

Internet QuickBooks, a successful product with a strong brand and an 85% share of retail sales, was faced with the challenge of meeting market growth expectations in a mature, slowing market segment. Generating recurring revenues by providing value-added online... View Details

Keywords: Budgets and Budgeting; Decisions; Growth and Development; Brands and Branding; Market Participation; Problems and Challenges; Internet and the Web; Value; Web Services Industry

June 2011 (Revised December 2013)
Case

FIJI Water: Carbon Negative?

By: Francesca Gino, Michael W. Toffel and Stephanie van Sice

Seeking to go beyond global best practices in reducing environmental impacts, FIJI Water, a premium artesian bottled water company in the United States, launched a Carbon Negative campaign that would offset more greenhouse gas emissions than were released by the... View Details

Keywords: Carbon Footprint; Carbon Offsetting; Corporate Social Responsibility and Impact; Environmental Sustainability; Brands and Branding; Negotiation Tactics; Business and Government Relations; Corporate Strategy; Food and Beverage Industry; United States; Fiji

January 1998
Case

Frontgate Catalog

By: Jeffrey F. Rayport

Frontgate is a high-end, Lebanon, Ohio-based catalog business. The decision makers are trying to determine how much financial and personnel resources to invest in the development of a Web site. The decision is being made in light of branding issues and competitor's Web... View Details

Keywords: Customer Relationship Management; Competition; Internet and the Web; Brands and Branding; Retail Industry; Ohio