Publications

01 Jun 2018
News

The Evolution of Modern Pricing Models

models—we need to go back to when consumers started paying attention to pricing online. The internet becomes widespread starting in 1994, and suddenly you can know the price of something with very minimal effort. And so companies needed... View Details

01 Dec 2015
News

Faculty Q&A: The Price Is Right

What intrigued you about the pay-what-you-want (PWYW) model? It’s very unusual for a firm or a seller to completely relinquish pricing power to their customers. Typically consumers encounter a price, and then they decide whether or not... View Details

Keywords: Julia Hanna

August 2007 (Revised March 2008)
Case

Fiyta - The Case of a Chinese Watch Company

By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan, Luc R. Wathieu, Gao Wang, Fei Li and Tracy Manty

Fiyta had long been on of China's foremost watch brands. However, as China's economy began to improve and the livelihood of many Chinese rose with it, their tastes began to change. Exposed to more luxurious foreign brands, many Chinese strived to purchase a Swiss or... View Details

Keywords: Brands and Branding; Product Marketing; Product Positioning; Demand and Consumers; Consumer Behavior; Consumer Products Industry; Consumer Products Industry; China

30 May 2024
News

Women’s Association Goes Nationwide; Connecticut Club Hosts Beshears

Alumnae to Celebrate Official Launch of HBS Women’s Association The Harvard Business School Women’s Association (HBSWA) will host a Virtual Launch Celebration on Wednesday, June 12, to mark its official expansion as a nationwide HBS alumnae Shared Interest Group (SIG).... View Details

Keywords: Margie Kelley

25 Mar 2011
Working Paper Summaries

How Do Incumbents Fare in the Face of Increased Service Competition?

Keywords: by Ryan W. Buell, Dennis Campbell & Frances X. Frei; Banking

06 Apr 2011
Working Paper Summaries

Do Not Trash the Incentive! Monetary Incentives and Waste Sorting

Keywords: by Alessandro Bucciol, Natalia Montinari & Marco Piovesan

02 Apr 2012
Research & Ideas

Do Online Dating Platforms Help Those Who Need Them Most?

relationships." However, the increased viewing behavior did not lead to increased messaging behavior. Piskorski found that the older, shorter, overweight crowd sent out relatively few messages after viewing hundreds of profiles, as... View Details

Keywords: by Carmen Nobel; Technology

01 Dec 2014
News

Making Big Data Fashionable

get designs to consumers in as little as four weeks—and at an affordable price. In 2012, Moon—who has a background in fashion design, investment banking, corporate strategy, and social commerce startups—launched Trendalytics, a visual... View Details

Keywords: Christine Lejeune; fashion; Market Research, Photo, Translation, Veterinary and Other Services; Professional Services

January 2000
Case

The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case

By: Jill Avery and Gerald Zaltman

An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details

Keywords: Brand Management; Brand Equity; Brand Communication; Brand ＆ Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Consumer Products Industry; Consumer Products Industry

December 1998 (Revised April 1999)
Case

Mind of the Market: Top Down Cognitive Processes, Primer Six

By: Gerald Zaltman and Kathryn A. Braun

Keywords: Markets; Research; Consumer Behavior

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Article

Design of Search Engine Services: Channel Interdependence in Search Engine Results

By: Benjamin Edelman and Zhenyu Lai

The authors examine prominent placement of search engines' own services and effects on users' choices. Evaluating a natural experiment in which different results were shown to users who performed similar searches, they find that Google's prominent placement of its... View Details

Keywords: Search Engine; Organic Search; Sponsored Search Advertising; User Interface; Channel Substitution; Search Technology; Consumer Behavior; Online Advertising

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Read Now

19 Jul 2012
Working Paper Summaries

Charitable Giving When Altruism and Similarity are Linked

Keywords: by Julio J. Rotemberg

February 2007 (Revised March 2007)
Case

Li Ning - Anything is Possible

A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic segments. In the main cities, where competition takes place at a very conceptual level, Li Ning has chosen to adopt a... View Details

Keywords: Product Positioning; Competitive Strategy; Consumer Behavior; Global Strategy; City; Consumer Products Industry; Consumer Products Industry; China

10 Oct 2013
Working Paper Summaries

Managing Churn to Maximize Profits

Keywords: by Aurélie Lemmens & Sunil Gupta; Retail

17 Jan 2012
Working Paper Summaries

Expectations, Network Effects and Platform Pricing

Keywords: by Andrei Hagiu & Hanna Hałaburda; Entertainment & Recreation

05 Jul 2006
Working Paper Summaries

Information Dispersion and Auction Prices

Keywords: by Pai-Ling Yin; Technology; Web Services

September–October 2017
Article

The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests

By: Ron Kohavi and Stefan Thomke

In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing, a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details

Keywords: Experiments; A/B Testing; Research; Consumer Behavior