Filter Results:
(150)
Show Results For
- All HBS Web
(150)
- News (43)
- Research (98)
- Multimedia (3)
- Faculty Publications (67)
Show Results For
- All HBS Web
(150)
- News (43)
- Research (98)
- Multimedia (3)
- Faculty Publications (67)
- 07 Jun 2023
- HBS Case
3 Ways to Gain a Competitive Advantage Now: Lessons from Amazon, Chipotle, and Facebook
the same customers. The Ordinary reduces costs. The no-frills cosmetic brand eschews the kind of product customization and coveted celebrity endorsements often seen in the industry, cutting research and development and advertising costs. At the same time, its View Details
Keywords: by Michael Blanding
- Web
Named Fellowship Funds - Alumni
Student Association. Before retiring from Nike in 2016, Smith Shi served as president of Nike's direct-to-consumer business, leading Nike's retail and e-commerce business globally. She joined Nike in 2010 as the CEO for global direct to... View Details
- 01 Sep 2023
- News
Money Does Grow on (Family) Trees
2000, that number had increased to 60 percent—and another innovation was about to make the process even easier: genealogical DNA testing. Paul Cusenza (MBA 1986), then at biotech firm Perlegen Sciences, began thinking about the potential of View Details
- 01 Sep 2023
- News
Action Plan: In Context
launch a direct-to-consumer women’s wellness brand that incorporates traditional Chinese medicine. The world needs etiquette more than ever today, Ho says. “Every time I open a newspaper there’s a fresh story of epic rudeness, whether... View Details
- Web
2023 Reunion Presentations - Alumni
Rise of DTC Brands – Implications for Legacy Brands Professor Rajiv Lal This modified case discussion did not require pre-reading. + More Info – Less Info We discuss the forces that have given rise to many direct-to-consumer (DTC) brands... View Details
- 26 Aug 2019
- Research & Ideas
Lipstick Tips: How Influencers Are Making Over Beauty Marketing
established brands are facing a loss of credibility as they are being disrupted by direct-to-consumer brands,” says Vettese, whose research project was guided by HBS professor Geoffrey Jones, Isidor Straus Professor of Business History.... View Details
- 06 Oct 2023
- Blog Post
Short Intensive Programs 2024 Preview: From Climate Change to Formula 1
year of exploring the direct-to-consumer market. Schlesinger considers it a perfect module for their subject and a unique opportunity for all MBA students. “We have all the flexibility in the world to design something that is uniquely... View Details
- 01 Jun 2023
- News
Pet Project
Illustration by Shane Cluskey Like pet owners everywhere, Katie Spies (MBA 2019) would do anything for her dog. In 2014, when her Italian greyhound, George, started experiencing seizures and other health problems that didn’t respond to medications, the vet recommended... View Details
- 05 Jun 2019
- Blog Post
Exploring the Beauty Industry through an Independent Project
completed an Independent Project under the guidance of a professor. In recent years, the beauty industry has fundamentally changed – incumbents are being disrupted by direct-to-consumer brands, customer data is being used to deliver a... View Details
- 12 Dec 2005
- Research & Ideas
Using the Law to Strategic Advantage
created by employees. The risk of product liability may make it unwise to pursue certain marketing strategies, such as widespread direct-to-consumer advertising of a drug with known risk factors that must be balanced against the potential... View Details
- 11 May 2016
- Research & Ideas
Fix This! Why is it so Painful to Buy a New Car?
had booked 400,000 pre-orders for its Model 3 sedan—a $35,000 vehicle that won’t even go into production until 2017. None of those sales were made through franchised dealerships; Tesla uses only direct-to-consumer sales. Meanwhile, car... View Details
- 20 Oct 2011
- Research & Ideas
Getting the Marketing Mix Right
firms; and by using direct-to-consumer advertising (DTCA). First, they employed the complex mathematical formulas of traditional models to study different marketing strategies used by the drug companies. They found that the IPS property... View Details
Keywords: by Dina Gerdeman
- Web
Katia Walsh | About
In that role, she helped advance the iconic brand’s direct-to-consumer vision; pioneered personalization; optimized pricing; transformed merchandise planning and inventory management; and delivered hundreds of millions of dollars to its... View Details
- 22 Nov 2004
- Research & Ideas
Side Effects: The Case of Propecia
by the company, Wosinska said. As to the question of whether direct-to-consumer advertising (DTCA) ultimately works to sell prescription drugs, Wosinska said studies indicate it creates market growth for all players, but not much market... View Details
- 06 Feb 2023
- Blog Post
African American Student Union Spotlight on HBCUs
experience thus far? One of the highlights of my HBS experience so far has been the Moving Beyond Direct-to-Consumer (DTC) Short Intensive Program (SIP). I love marketing and am interested in pursuing entrepreneurship post business... View Details
- Web
2022 Reunion Presentations - Alumni
traditional processes, enable companies to straddle industry boundaries, and open up powerful opportunities for learning. Direct-to-Consumer Brands: A Fad That Will Go Away or Disruptive Force That's Here to Stay? Faculty: Professor Rajiv... View Details
- 25 Mar 2019
- Research & Ideas
The Secret Life of Supply Chains
direct-to-consumer or “Main Street” services (think retail and restaurants), which have the lowest average wages, $29,400. “We find that the supply chain economy is a distinct and large segment of the economy, and includes manufacturers... View Details
- 20 Jan 2023
- News
Free Spirits
Anheuser-Busch, that means a foray into the direct-to-consumer channel, which is an entirely new world for the company, notes Whitworth. Traditional beer is a tightly regulated industry, for all the right reasons, with a tangle of laws... View Details
- 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 have mostly focused on broadcast... View Details
- 29 May 2007
- First Look
First Look: May 29, 2007
http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=507077 PublicationsThe Impact of Direct-to-Consumer Advertising in Orthopaedics Authors:Kevin J. Bozic, Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville,... View Details
Keywords: Martha Lagace