Direct To Consumer Marketing - Publications - Faculty & Research

06 Nov 2019
Op-Ed

Torched Planet: The Business Case to Reinvent Almost Everything

The world is. on. fire. The Earth is burning. We only have a little time to arrest climate change, and if we fail to do so the consequences will be both dire and irreversible. We have the technology and the resources to fix things, if we want to. We even have a... View Details

Keywords: by Rebecca Henderson; Energy

01 Dec 2011
News

Ticktock

planned to publicize Clocky beyond some photos on the course website, but a few gadget aficionado blogs linked to the images, and the buzz went viral. Around the same time, HBS professor Elie Ofek was... View Details

Keywords: Carmen Nobel; viral marketing; Computer and Electronic Product Manufacturing; Manufacturing

January 2019 (Revised February 2019)
Supplement

The a2 Milk Company

By: Benjamin C. Esty, Daniel Fisher and Greg Saldutte

The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and... View Details

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November 2016 (Revised November 2016)
Case

Mark43

By: Thomas Eisenmann, Mitch Weiss and Halah AlQahtani

The founders of Mark43, an early-stage startup that provides software for law enforcement agencies, must decide whether to bid on a request for proposals (RFP) from the Los Angeles Police Department (LAPD). On the one hand, LAPD would be a second large and influential... View Details

Keywords: Start-up; Software Applications; Government Markets; Rapid Growth Stage; Public Entrepreneurship; Entrepreneurship; Public Sector; Business Startups; Applications and Software; Growth and Development Strategy; United States; New York (city, NY)

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01 Dec 2009
Working Paper Summaries

Modeling a Paradigm Shift: From Producer Innovation to User and Open Collaborative Innovation

Keywords: by Carliss Y. Baldwin & Eric von Hippel

15 Sep 2003
Lessons from the Classroom

HBS Cases: Developing the Courage to Act

fronts. He persuaded Melvin Copeland, a noted marketing professor, to change his planned textbook to a collection of business "problems." Published in September 1920,... View Details

Keywords: by David A. Garvin

30 Sep 2002
Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

difficult to compare, alternatives. A second project stems from my MBA course, "The Marketing of Innovations." It deals with the question of why consumers don't buy.... View Details

Keywords: by Manda Mahoney

28 Jun 2021
Research & Ideas

Keep or Cut Workers? How Companies Reacted to the COVID-19 Crisis

accelerating a trend that began before the pandemic. For instance, the consumer electronics chain Best Buy struggled to attract sales, and the company ended up cutting costs through layoffs and furloughs.... View Details

Keywords: by Lane Lambert

23 Nov 2020
Research & Ideas

COVID Was Supposed to Increase Bankruptcies. Instead, They've Gone Down.

Bankruptcy filings in the United States were expected to soar during this year’s economic recession, induced by COVID-19. Instead, they dropped 27 percent year-over-year through August, driven by an unexpected drop in View Details

Keywords: by Rachel Layne

10 Feb 2023
Research & Ideas

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

co-leads the Platform Lab at Harvard Business School, is continuing his collaboration with Athey, who directs the Golub Capital Social Impact Lab at Stanford, and Wernerfelt, who is leaving Meta to start a... View Details

Keywords: by Scott Van Voorhis; Health; Technology

March 13, 2023
Article

Sales Teams Need to Stop Focusing on the Customer Funnel

By: Frank V. Cespedes

Understanding where customers are, how they navigate streams in your market, and how to interact with them in a given stream is now central to crafting a good customer experience, and that has implications. Among other things, companies need to shift from thinking... View Details

Keywords: Customer Experience; Customer Value and Value Chain; Customer Relationship Management; Consumer Behavior

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Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

20 Dec 2004
Research & Ideas

The U.S. Patent Game: How to Change It

distortions that may result as interest groups or politicians seek to direct the public programs in a manner that benefits them. While the most dramatic effects are seen in the U.S., this is a global... View Details

Keywords: by Ann Cullen

November 2015 (Revised February 2016)
Supplement

Allianz Turkey: Focus on the Customer (B)

By: W. Earl Sasser and Gamze Yucaoglu

At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost... View Details

Keywords: Service Excellence; Customer Experience; Customer Service; Emerging Market; Customer Focus; Net Promoter Score; Customer Relationship Management; Competition; Leading Change; Service Operations; Emerging Markets; Customer Satisfaction; Insurance Industry; Turkey

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29 Feb 2024
Blog Post

IFC India: JSW Steel and Cement and the Quest to Capture Carbon in Hard to Abate Sectors

Utilization: there are two main challenges in how to utilize the captured carbon. The first is converting it into usable products at a competitive price. The second is finding a market View Details

Article

How to Launch Your Digital Platform: A Playbook for Strategists

By: Benjamin Edelman

The ubiquity of Internet access has caused a sharp rise in the number of businesses offering platforms that connect users for communication or commerce. Entrepreneurs are particularly drawn to these platforms because they create significant value and have modest... View Details

Keywords: Platforms; Launch; Mobilization Strategy; Two-Sided Platforms; Network Effects; Adoption; Entrepreneurship; Information Technology Industry; Advertising Industry; Media and Broadcasting Industry; Transportation Industry; Financial Services Industry

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06 Oct 2020
Sharpening Your Skills

18 Tips Managers Can Use to Lead Through COVID's Rising Waters

marketing communications should not ignore or turn a deaf ear to the crisis, but rather make sure to recognize it and acknowledge the impact it was having on people’s lives.... View Details

Keywords: by Sean Silverthorne

24 Feb 2022
Op-Ed

Want to Prevent the Next Hospital Bed Crisis? Enlist the SEC

billing rule that hospitals had ignored, it imposed a tangle of new requirements and directed the US Department of Health and Human Services (HHS) to help prevent excess out-of-network charges. And consider... View Details

Keywords: by Regina Herzlinger and Richard Boxer; Health

2013
Article

Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?

By: Thales S. Teixeira and Horst Stipp

Humor and other entertaining content, as opposed to demonstrations of product features and "selling," are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore how marketers can... View Details

Keywords: Advertising Content; Entertainment; Face Perception; Advertising; Digital Marketing; Television Entertainment; Consumer Products Industry; Consumer Products Industry

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