Direct To Consumer Marketing - Publications - Faculty & Research - Harvard Business School

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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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July 2019
Article

Market Reaction to Mandatory Nonfinancial Disclosure

By: Jody Grewal, Edward J. Riedl and George Serafeim

We examine the equity market reaction to events associated with the passage of a directive in the European Union (EU) mandating increased nonfinancial disclosure. These disclosures relate to firms’ environmental, social, and governance (ESG) performance and would be... View Details

Keywords: Nonfinancial Information; Nonfinancial Performance; ESG; ESG (Environmental, Social, Governance) Performance; Investor Behavior; Disclosure; Disclosure Regulation; Regulation; Sustainability; Corporate Performance; Information; Corporate Disclosure; Governing Rules, Regulations, and Reforms; Performance; Environmental Sustainability; Corporate Governance; Outcome or Result

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05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

varied the set of customers or consumers being studied were in other ways. It was as if we had identified a secret code of thought. The seven deep metaphors discussed in Marketing Metaphoria are those... View Details

Keywords: by Martha Lagace; Consumer Products

October 2023
Article

Stock Market Stimulus

By: Robin Greenwood, Toomas Laarits and Jeffrey Wurgler

We study the stock market effects of the arrival of the three rounds of “stimulus checks” to U.S. taxpayers and the single round of direct payments to Hong Kong citizens. The first two rounds of U.S. checks appear to have increased retail buying and share prices of... View Details

Keywords: Stock Market; COVID-19 Pandemic; Fiscal Stimulus; Stimulus Payments; Impact; Stocks; System Shocks; Price; Spending; United States; Hong Kong

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October 2021
Case

Sparking Growth at Consumer Reports

By: Christina Wallace

Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify its audience and revenue streams CR partnered with market research firm Spark No. 9 to identify potential... View Details

Keywords: Nonprofit Management; Innovation; Entrepreneurship; Marketing; Social Media; Innovation and Management; Nonprofit Organizations

March 1992 (Revised October 1994)
Case

AT&T Consumer Products

By: Joseph L. Badaracco Jr.

Describes the factors AT&T Consumer Products managers considered in deciding whether to locate a new plant for telephone answering machines in the United States, Asia, or Mexico. Describes in depth the restructuring of AT&T during the 1980s, the competition facing its... View Details

Keywords: Restructuring; Competitive Strategy; Trade; Management; Operations; Crime and Corruption; Executive Compensation; Selection and Staffing; Demand and Consumers; Asia; Mexico

March–April 2023
Article

Market Segmentation Trees

By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis

Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details

Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing

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September 20, 2004
Comment

How Consumers Value Global Brands

By: Douglas Holt, John A. Quelch and Earl L. Taylor

In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study in forty-one countries to... View Details

Keywords: Global Brands; Brand Value; Multi-national Brands; Social Responsibility; Global Range; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Social Marketing; Corporate Social Responsibility and Impact

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (B)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g.,... View Details

Keywords: Consumer Behavior

25 Jan 2017
HBS Case

How Should Advertisers Respond to Consumer Demand for Whiter Skin?

had worked an average of 12 to 15 years in a variety of industries. “Consumers vote with their pocketbooks, and they’re saying they want this product. It makes the consumer feel beautiful. Who is the... View Details

Keywords: by Dina Gerdeman; Beauty & Cosmetics

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (C)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g.,... View Details

Keywords: Consumer Behavior

April 2009
Article

How to Market in a Downturn

By: John A. Quelch and Katherine Jocz

This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Because no two recessions are exactly alike, marketers find themselves in poorly... View Details

Keywords: Customers; Economic Slowdown and Stagnation; Spending; Marketing Strategy; Consumer Behavior; Segmentation

2022
Working Paper

Stock Market Stimulus

By: Robin Greenwood, Toomas Laarits and Jeffrey Wurgler

We study the stock market effects of the arrival of the three rounds of “stimulus checks” to U.S. taxpayers and the single round of direct payments to Hong Kong citizens. The first two rounds of U.S. checks appear to have increased retail buying and share prices of... View Details

Keywords: Stock Market; COVID-19 Pandemic; Fiscal Stimulus; Stimulus Payments; Impact; Stocks; System Shocks; Price; Spending; United States; Hong Kong; China

May–June 2024
Article

What Makes a Successful Celebrity Brand?

By: Ayelet Israeli, Jill Avery, Leonard A. Schlesinger and Matt Higgins

Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. View Details

Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer Advertising; Influencer; Brands and Branding; Product Marketing; Power and Influence; Advertising; Social Media; Consumer Products Industry; United States

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2013
Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details

Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry

December 2009
Article

Intra-Industry Foreign Direct Investment

By: Laura Alfaro and Andrew Charlton

We use a new firm-level dataset that establishes the location, ownership, and activity of 650,000 multinational subsidiaries. Using a combination of four-digit-level information and input-output tables, we find the share of vertical FDI (subsidiaries that provide... View Details

Keywords: Business Subsidiaries; Competency and Skills; Foreign Direct Investment; Geographic Location; Multinational Firms and Management; Industry Structures; Production

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November 1996 (Revised October 1998)
Case

Reynolds Metals Company: Consumer Products Division

Reynolds Consumer Products Division must decide whether to discontinue its program of case allowances in favor of discretionary trade dollars targeted for market development. View Details

Keywords: Marketing Channels; Consumer Products Industry

Spring 2014
Article

The Market for Blood

By: Robert Slonim, Carmen Wang and Ellen Garbarino

Donating blood, "the gift of life," is among the noblest activities and it is performed worldwide nearly 100 million times annually. The economic perspective presented here shows how the gift of life, albeit noble and often motivated by altruism, is heavily influenced... View Details

Keywords: Altruism; Philanthropy; Analysis Of Health Care Markets; Market Design; Philanthropy and Charitable Giving; Health

13 Jan 2003
Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

Harvard Business School professor Gerald Zaltman's latest book, How Customers Think: Essential Insights into the Mind of the Market, delves into the subconscious mind of the consumer—the place where most purchasing decisions are made. The question: How can View Details

Keywords: by Manda Mahoney

May 25, 2016
Comment

How Consumers and Businesses are Reshaping Public Health

By: John A. Quelch

Healthcare and education are two issues in which citizens around the world, rich and poor, are passionately interested. It has long been appreciated that the way that a society treats its youngest and oldest members says much about its moral maturity. Economic... View Details

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