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  • All HBS Web  (1,240)
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  • All HBS Web  (1,240)
    • People  (6)
    • News  (310)
    • Research  (739)
    • Events  (1)
    • Multimedia  (6)
  • Faculty Publications  (188)
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  • 25 Apr 2023
  • Op-Ed

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

methods. “The success of Amazon, Shopify, and social commerce sites such as Instagram convinced consumers to move much of their purchasing power online. ” That the model was born in China is not surprising... View Details
Keywords: by John Deighton; Consumer Products; Consumer Products; Consumer Products
  • October 2024
  • Background Note

The Semiconductor Industry

By: Andy Wu, Steve Blank and Matt Higgins
The semiconductor industry powers modern technology, from consumer electronics to data centers. This background note explores the layers of the semiconductor inudstry value chain, including Integrated Device Manufacturers (IDMs), fabless companies, and foundries, while... View Details
Keywords: Strategy; Supply Chain; Product Design; Customer Value and Value Chain; Manufacturing Industry; Technology Industry; Semiconductor Industry; United States; China; Taiwan
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Wu, Andy, Steve Blank, and Matt Higgins. "The Semiconductor Industry." Harvard Business School Background Note 725-398, October 2024.
  • winter 2009
  • Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology
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Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
  • January 2019 (Revised October 2020)
  • Technical Note

Brand Storytelling

By: Jill Avery
Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details
Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry
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Avery, Jill. "Brand Storytelling." Harvard Business School Technical Note 519-049, January 2019. (Revised October 2020.)
  • January 2013 (Revised June 2018)
  • Case

Amazon, Apple, Facebook, and Google 2018

By: John Deighton and Leora Kornfeld
Four businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they... View Details
Keywords: Internet and the Web; Competitive Advantage; Infrastructure; Mobile and Wireless Technology; Growth and Development; Service Industry; Retail Industry; United States
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Deighton, John, and Leora Kornfeld. "Amazon, Apple, Facebook, and Google 2018." Harvard Business School Case 513-060, January 2013. (Revised June 2018.) (request a courtesy copy.)
  • 10 Sep 2008
  • Research & Ideas

Long-Tail Economics? Give Me Blockbusters!

no promising blockbusters in the drug pipeline. In a globally integrated market, blockbuster brands that address common consumer needs are more important than ever. Consumers around the world are excited to... View Details
Keywords: by John Quelch; Entertainment & Recreation; Pharmaceutical
  • May 2023
  • Case

Natural Gas in New England

By: Robin Greenwood, Richard S. Ruback and Gil Highet
Participants in the New England power market are exploring several strategies to meet the region's renewable power goals while also providing its residents with inexpensive and reliable electricity and heating fuel. New England was a first-mover into natural gas power... View Details
Keywords: Natural Gas; Energy; Energy Industry; United States; Massachusetts
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Greenwood, Robin, Richard S. Ruback, and Gil Highet. "Natural Gas in New England." Harvard Business School Case 223-094, May 2023.
  • Article

Two-Sided Platforms: Product Variety and Pricing Structures

By: Andrei Hagiu
This paper provides a new modeling framework to analyze two-sided platforms connecting producers and consumers. In contrast to the existing literature, indirect network effects are determined endogenously, through consumers' taste for variety and producer competition.... View Details
Keywords: Pricing Structure; Indirect Network Effects; Product Variety; Price; Network Effects; Two-Sided Platforms; Product; Renting or Rental; Competition
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Hagiu, Andrei. "Two-Sided Platforms: Product Variety and Pricing Structures ." Journal of Economics & Management Strategy 18, no. 4 (Winter 2009).
  • September 2010 (Revised January 2012)
  • Case

OPOWER: Increasing Energy Efficiency through Normative Influence (A)

By: Amy J.C. Cuddy, Kyle Todd Doherty and Maarten W. Bos
The case profiles OPOWER, an energy efficiency software company that applies Cialdini's principles of social influence to successfully encourage consumers to reduce their energy usage. OPOWER was co-founded in 2008 by two young Harvard graduates, Dan Yates and Alex... View Details
Keywords: Mathematical Methods; Applications and Software; Attitudes; Entrepreneurship; Energy Conservation; Power and Influence; Growth and Development Strategy; Energy Industry; United States
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Cuddy, Amy J.C., Kyle Todd Doherty, and Maarten W. Bos. "OPOWER: Increasing Energy Efficiency through Normative Influence (A)." Harvard Business School Case 911-016, September 2010. (Revised January 2012.)
  • June 2008
  • Case

Starbucks Coffee Company in the 21st Century

By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller
The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details
Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition
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Koehn, Nancy F., Marya Lisl Hill-Popper Besharov, and Katherine Miller. "Starbucks Coffee Company in the 21st Century." Harvard Business School Case 808-019, June 2008.
  • May 2024
  • Teaching Note

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand & Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Teaching Note 524-067, May 2024.
  • 09 Nov 2016
  • Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

Skies." Nike insists that you "Just Do It." The most successful brands also allow their consumers to co-create brand meaning. “Let's Make America Great Again” is an inclusive call to arms with a View Details
Keywords: by John A. Quelch
  • September 2016 (Revised March 2021)
  • Case

DBL Partners: Double Bottom Line Venture Capital

By: Shawn Cole, Mark Kramer, Tony L. He, Anshul Maudar and T. Robert Zochowski
This case explores the origins and current practices of DBL, a San Francisco–based venture capital fund and one of the first impact investment funds to achieve significant financial returns to scale. This case allows for a competitive analysis of DBL's investment... View Details
Keywords: Venture Capital; Investment Funds; Financial Strategy; Financial Services Industry; Tanzania
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Cole, Shawn, Mark Kramer, Tony L. He, Anshul Maudar, and T. Robert Zochowski. "DBL Partners: Double Bottom Line Venture Capital." Harvard Business School Case 217-022, September 2016. (Revised March 2021.)
  • 28 Dec 2019
  • Working Paper Summaries

Tech Clusters

Keywords: by William R. Kerr and Frederic Robert-Nicoud
  • July–August 2014
  • Article

Unlock the Mysteries of Your Customer Relationships

By: Jill Avery, Susan Fournier and John Wittenbraker
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details
Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Consumer Products Industry; United States
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Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.
  • March 2006
  • Background Note

Public Law: The Rules of the Game

Outlines the four primary public policy objectives underlying the U.S. laws regulating business in the early 21st century: to promote economic growth; to protect workers; to promote consumer welfare, and to promote public welfare. Other major economic powers tend to... View Details
Keywords: Business Ventures; Laws and Statutes; United States
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Bagley, Constance E. "Public Law: The Rules of the Game." Harvard Business School Background Note 806-172, March 2006.
  • December 2004 (Revised December 2005)
  • Case

Nectar: Making Loyalty Pay

By: John A. Deighton
Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details
Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain
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Deighton, John A. "Nectar: Making Loyalty Pay." Harvard Business School Case 505-031, December 2004. (Revised December 2005.) (request a courtesy copy.)
  • June 2011 (Revised May 2012)
  • Case

Procter & Gamble: Marketing Capabilities

By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details
Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry
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Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
  • 31 Aug 2021
  • Book

Feeling Powerless at Work? Time to Agitate, Innovate, and Orchestrate

supplies in the 1980s. "As the rise and fall of De Beers exemplifies, while a diamond may be forever, power is not." But in recent years, competition from other diamond sellers has increased, providing customers with many more... View Details
Keywords: by Jay Fitzgerald
  • 07 Jul 2021
  • Book

Good News for Disgraced Companies: You Can Regain Trust

new book The Power of Trust: How Companies Build It, Lose It, Regain It, Sucher and her coauthor, HBS research associate Shalene Gupta, highlight those social media examples along with a global list of companies that have either... View Details
Keywords: by Lane Lambert
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