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  • All HBS Web  (207)
    • News  (33)
    • Research  (156)
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  • All HBS Web  (207)
    • News  (33)
    • Research  (156)
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  • 14 Jul 2020
  • Research & Ideas

Restarting Under Uncertainty: Managerial Experiences from Around the World

behavior that make this redeployment feasible and sustainable over time. "A vast majority of the initiatives that companies are implementing do not require large capital investments or radical innovation." How companies are... View Details
Keywords: by Raffaella Sadun, Andrea Bertoni, Alexia Delfino, Giovanni Fassio, and Mariapaola Testa
  • 06 Aug 2019
  • Cold Call Podcast

Super Bowl Ads Sell Products, but Do They Sell Brands?

some Skittles. I want to engage our audience in the conversation a little bit now. We've got time for a few questions. Speaker 1: Great talk. Do you have any data to indicate that that brand storytelling actually converts into consumer View Details
Keywords: Advertising; Sports; Entertainment & Recreation; Media & Broadcasting
  • 02 May 2005
  • What Do You Think?

Where is Consumer Generated Marketing Taking Us?

the high cost of replacing iPod batteries (since corrected). The newsgroups, discussion boards, and blogs may contain the seeds of ideas and notions about cutting-edge behaviors suggestive of everything from future business opportunities... View Details
Keywords: by James Heskett
  • 18 Mar 2009
  • Research & Ideas

Marketing After the Recession

and behaviors permanently. Their coping mechanisms may become ingrained and define a new normal. In addition, the competitive landscape will have changed. A competitive shakeout along with new product launches may mean consumers are... View Details
Keywords: by John Quelch; Retail
  • April 1990
  • Supplement

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program, Responses

By: Stephen A. Greyser and Norman Klein
Describes the reactions of public interest groups, members of the House of Representatives, and others. Further documents reactions to the choice of Philip Morris (PM) as a sponsor. Invites students to weigh the corporate pluses and minuses for PM, given these... View Details
Keywords: Marketing Channels; Behavior; Public Opinion; Segmentation
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Greyser, Stephen A., and Norman Klein. Philip Morris Companies' ""Bill of Rights"" Sponsorship Program, Responses. Harvard Business School Supplement 590-109, April 1990.
  • 15 Nov 2010
  • Lessons from the Classroom

Connecting Goals and Go-To-Market Initiatives

Cespedes: For most firms, the largest, most difficult, and increasingly expensive part of strategy implementation is aligning field behaviors and go-to-market systems with espoused strategic goals. It's the largest because doing this well... View Details
Keywords: by Sean Silverthorne; Retail
  • September 2006 (Revised March 2007)
  • Case

QuickBase

By: Clayton M. Christensen and Mark Szigety
Describes the challenge that engineers and marketing executives at Intuit Corp. faced when finding markets and applications for their QuickBase product. The breakthrough occurred when they abandoned their conventional modes of market segmentation, and instead strove to... View Details
Keywords: Applications and Software; Engineering; Product Marketing; Segmentation; Jobs and Positions; Consumer Behavior; Information Technology Industry
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Christensen, Clayton M., and Mark Szigety. "QuickBase." Harvard Business School Case 607-029, September 2006. (Revised March 2007.)
  • 15 Apr 2002
  • Research & Ideas

In the Virtual Dressing Room Returns Are A Real Problem

comparisons based on independent performance evaluations. (Although for online purchases, as for catalog purchases, brand names help consumers infer certain aspects of quality or fit, especially for consumers making repeat purchases.) These obstacles likely will act... View Details
Keywords: by Jan Hammond & Kristin Kohler; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail
  • 06 Dec 2011
  • First Look

First Look: Dec. 6

that escalate anxiety in high achievers and the unproductive behaviors you turn to for relief. Then adopt practices that give you the courage to "do the right things poorly" before "doing the right things well."... View Details
Keywords: Sean Silverthorne
  • 30 Dec 2013
  • Research & Ideas

Most Popular Articles of 2013

of reader e-mails, Jim Heskett wonders whether the term "servant leadership" is an oxymoron? Clay Christensen's Milkshake Marketing About 95 percent of new products fail. The problem often is that their creators are using an ineffective market View Details
Keywords: by Staff
  • November 2008 (Revised November 2008)
  • Case

Cyworld: Creating and Capturing Value in a Social Network

By: Sunil Gupta and Sangman Han
In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea.... View Details
Keywords: Customer Value and Value Chain; Consumer Behavior; Social and Collaborative Networks; Segmentation; Value Creation; South Korea
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Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.)
  • 16 Jul 2014
  • HBS Case

Marketing Obamacare

and people don't like buying or paying for it. Therefore it takes skillful marketing to attract the attention of people and motivate the desired purchase behavior you are looking for." Amidst the generally dismal track record of the... View Details
Keywords: by Michael Blanding; Health
  • 17 Mar 2015
  • Research & Ideas

Where Did My Shopping Mall Go?

delivered to my house tonight, where it will be set up and ready to go. Lal: Furniture is often sold that way today. It's a showroom where your order is customized and delivered in six weeks. Q: What retail segments are most vulnerable to... View Details
Keywords: by Sean Silverthorne; Retail
  • 17 Mar 2021
  • Research & Ideas

Beyond Pajamas: Sizing Up the Pandemic Shopper

that attract consumers to retailers’ websites. Companies typically have to balance the popularity of these policies in a competitive market with the high costs of managing returns, including shipping and restocking fees that cut into margins. Given the importance of... View Details
Keywords: by Ayelet Israeli, Eva Ascarza, and Laura Castrillo; Retail
  • 20 Jul 2016
  • Research & Ideas

Airplane Design Brings Out the Class Warfare in Us All

football stadium, a cruise ship—where people are segmented by rank of some sort. Norton co-authored the study, Physical and Situational Inequality on Airplanes Predicts Air Rage, with Katherine A. DeCelles, an associate professor of... View Details
Keywords: by Dina Gerdeman; Air Transportation; Sports; Travel
  • 21 Jan 2009
  • First Look

First Look: January 21, 2009

  Working PapersLetting Misconduct Slide: The Acceptability of Gradual Erosion in Others' Unethical Behavior (revised) Authors:Francesca Gino and Max H. Bazerman Abstract Previously titled "Slippery Slopes and Misconduct: The Effect... View Details
Keywords: Martha Lagace
  • February 2024 (Revised February 2024)
  • Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang
Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details
Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
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Ascarza, Eva, and Ta-Wei Huang. "Travelogo: Understanding Customer Journeys." Harvard Business School Teaching Note 524-045, February 2024. (Revised February 2024.)
  • 21 Nov 2017
  • First Look

First Look at New Research and Ideas, November 21, 2017

their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the extent of control to exert over the different segments of their production processes. We describe a... View Details
Keywords: Sean Silverthorne
  • 18 Feb 2013
  • Research & Ideas

Breaking Through a Growth Stall

investor and managerial costs. It affects job creation and innovation throughout society. Once a venture reaches a critical size, its complexity greatly increases. The original business model must deal with new market and organizational realities, and View Details
Keywords: by Sean Silverthorne
  • 23 May 2000
  • Research & Ideas

The Emerging Art of Negotiation

The psychological study of negotiation, once a mere sub-field of social psychology, can now draw on a wealth of work throughout many different segments of psychology: social psychology, cognitive psychology, View Details
Keywords: by Martha Lagace
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