Consumer Packaged Goods (CPG) - Publications - Faculty & Research

20 Oct 2010
Op-Ed

Export Competitiveness: Reversing the Logic

sustained growth while pursuing a strong export orientation provided the empirical backdrop for this approach. Government policy to achieve export-led growth is then essentially about findings ways to increase the ability to sell domestically produced View Details

Keywords: by Christian Ketels

17 Sep 2001
Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

Packaged good manufacturers were eager to create a direct-to-consumer link like the one Dell found to sell computers. Such a link would minimize wasteful and inefficient marketing practices, which to date... View Details

Keywords: by Martha Lagace; Consumer Products; Consumer Products

09 Apr 2001
Research & Ideas

The Manager’s Guide to Communicating with Customers Collection

Are you reaching your customers? The key is knowing who they are and what they want To appeal to retail customers you need to understand what makes them tick. What better way to do that than by studying actual consumer behavior? A great... View Details

Keywords: by Richard Bierck; Retail

17 Mar 2022
Research & Ideas

Navigating Tradeoffs: How Purpose Becomes a Company's ‘Lighthouse in the Storm’

Gotham Greens has an ongoing sustainable packaging team that stays abreast of new technologies as they emerge, continually searching for more sustainable options. Puri believes that a lack of suitable eco-packaging alternatives that... View Details

Keywords: by Ranjay Gulati

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

locate their goods in high-traffic locations, where consumers felt free to make on-the-spot "impulse" purchases. This meant the surroundings must be beautiful, exclusive, and comfortable for... View Details

Keywords: by Nancy F. Koehn; Consumer Products; Consumer Products; Consumer Products

30 Mar 2010
First Look

First Look: March 30

sustainability of nominal debt in developing (volatile) countries. Download the paper: http://www.hbs.edu/research/pdf/05-053.pdf The Price of Capital: Evidence from Trade Data Authors:Laura Alfaro and Faisal Z. Ahmed Abstract We use highly disaggregated data on trade... View Details

Keywords: Sean Silverthorne

16 Jun 2009
First Look

First Look: June 16

it's benefiting them. Enterprise 2.0 makes clear that the new technologies are good for much more than just socializing—when properly applied, they help businesses solve pressing problems, capture dispersed and fast-changing knowledge,... View Details

Keywords: Martha Lagace

07 Dec 1999
Research & Ideas

Henry Heinz and Brand Creation in the Late Nineteenth Century

products and brand. Standardized, branded condiments, the entrepreneur realized, would be affordable to large numbers of urban Americans. These goods would also be appealing. As cities expanded, fewer households had access to their own... View Details

Keywords: by Nancy F. Koehn

28 Aug 2018
First Look

New Research and Ideas, August 28, 2018

Disrupting Consumer Packaged Goods Brandless, an online direct-to-consumer seller of upscale private-label consumer View Details

Keywords: Dina Gerdeman

23 Jul 2014
Lessons from the Classroom

Innovation Is Magic. Really

it's about creating a customer experience that taps into people's emotions, ultimately making them feel good. High-end vodka companies such as Grey Goose and Chopin have packaged their liquor in tall, sleek, frosted glass bottles as a way... View Details

Keywords: by Dina Gerdeman; Consumer Products

10 Jan 2005
Research & Ideas

Motivation and the Cross-Sector Alliance

privately managed highway networks, its business largely depended on good relationships with the communities surrounding the new highway layout. Thus, community goodwill became a crucial "operating license" for the company. In... View Details

Keywords: by James Austin, Ezequiel Reficco & SEKN research team

13 Feb 2017
Research & Ideas

Paid Search Ads Pay Off for Lesser-Known Restaurants

packages based on Yelp’s guidelines: They were in good standing with a certain number of trusted reviews, solid ratings, and complete business listing information, including photos. Starting with a total... View Details

Keywords: by Dina Gerdeman; Food & Beverage

09 Mar 2003
Research & Ideas

Education, Technology, and Business: What’s the Catch?

for Kaplan, and became aware of the need for high quality repurposing and packaging of content for the school market. Beyond that, Kim was drawn to education. It's a huge industry with many challenges, as well as being "super... View Details

Keywords: by Carla Tishler; Education

24 Jul 2000
Research & Ideas

Linking the Globe: The Role of Media and Communications

information, the provision of information, the sale of information." This juncture, added Spar, raises several key questions: Is selling information different from selling other kinds of goods and services and, if so, how? Is selling... View Details

Keywords: by Kenneth Liss; Information; Publishing; Journalism & News; Media & Broadcasting

03 Mar 2014
HBS Case

Decommoditizing the Canned Tomato

Consumers in the United States are so increasingly into fresh, local, and carbon neutral that if someone figured out how to grow a tomato that could walk itself to the grocery store, they'd be a millionaire. So why is Mutti S.p.a., a... View Details

Keywords: by Maggie Starvish; Agriculture & Agribusiness; Food & Beverage; Retail

16 May 2016
HBS Case

Food Safety Economics: The Cost of a Sick Customer

complicated when a single plate or package of food contains ingredients from multiple countries.” Prevalence of food-related claims: Food safety claims, which are often ambiguous and even unreliable in some cases, attract more attention... View Details

Keywords: by Dina Gerdeman; Food & Beverage

26 Feb 2018
Research & Ideas

The Airbnb Effect: Cheaper Rooms for Travelers, Less Revenue for Hotels

consumers and hosts, as well as the effects on hotels, will likely become less pronounced. Just as Airbnb is adding experience packages to its home-rental offerings, so too are hotels such as Marriott... View Details

Keywords: by Dina Gerdeman; Travel

28 Mar 2017
First Look

First Look at New Research, March 28

packs expire have largely failed. Kadakia must decide, preserve the product or pivot to a new business model? Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/817002-PDF-ENG Harvard Business School Case 817-065 Delivering the View Details