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Publications

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  • All HBS Web  (981)
    • People  (2)
    • News  (235)
    • Research  (658)
    • Events  (3)
    • Multimedia  (3)
  • Faculty Publications  (154)

Show Results For

  • All HBS Web  (981)
    • People  (2)
    • News  (235)
    • Research  (658)
    • Events  (3)
    • Multimedia  (3)
  • Faculty Publications  (154)
← Page 5 of 981 Results →

    Unlock the Mysteries of Your Customer Relationships

    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
    • 27 Feb 2024
    • Research & Ideas

    Why Companies Should Share Their DEI Data (Even When It’s Unflattering)

    Lives Matter movement in 2020, consumers report being four times as likely to buy from companies that speak out against racism, according to Edelman research. Almost 90 percent of consumers say they View Details
    Keywords: by Shalene Gupta
    • 22 Apr 2013
    • Working Paper Summaries

    Competing with Privacy

    Keywords: by Ramon Casadesus-Masanell & Andres Hervas-Drane; Publishing
    • 2019
    • Working Paper

    The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

    By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
    Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details
    Keywords: E-commerce; Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Consumer Behavior; Price; Search Technology
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    Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira. "The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment." Harvard Business School Working Paper, No. 19-080, January 2019.
    • December 2019
    • Article

    The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

    By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
    Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details
    Keywords: Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Marketing; Consumer Behavior; Strategy; Price; E-commerce; Retail Industry; Fashion Industry
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    Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira. "The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment." Journal of Marketing Research (JMR) 56, no. 6 (December 2019): 944–959.
    • 26 Feb 2018
    • News

    The quest to win over Amazon

    • September 2015
    • Case

    Eco7: Launching a New Motor Oil

    By: John Quelch and Sunru Yong
    Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly motor oil. The company's performance has been mediocre, shareholder pressure is increasing, and... View Details
    Keywords: Distribution Channels; Environmental Sustainability; Product Launch; Transportation; Energy Sources; Auto Industry
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    Quelch, John, and Sunru Yong. "Eco7: Launching a New Motor Oil." Harvard Business School Brief Case 916-507, September 2015.
    • March 2020
    • Technical Note

    Influencer Marketing

    By: Jill Avery and Ayelet Israeli
    Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
    Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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    Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
    • November 2019 (Revised December 2019)
    • Case

    Marcus by Goldman Sachs

    By: Rory McDonald, Samir Junnarkar and David Lane
    Five years on from the 2008 financial crisis, Goldman Sachs remained wounded. Revenues at the global investment bank had stagnated below pre-crisis levels, and the firm had yet to rebound from a substantial decline in securities-trading revenues. Marcus by Goldman... View Details
    Keywords: Corporate Entrepreneurship; Banks and Banking; Innovation Leadership; Growth and Development Strategy; Growth Management; Organizational Culture; Financial Services Industry; United Kingdom
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    McDonald, Rory, Samir Junnarkar, and David Lane. "Marcus by Goldman Sachs." Harvard Business School Case 620-005, November 2019. (Revised December 2019.)
    • 13 May 2024
    • Research & Ideas

    Picture This: Why Online Image Searches Drive Purchases

    topping $85 billion by 2032, according to Fortune Business Insights. Consumers increasingly expect to find the goods they want easily, and a satisfying search feature could give retailers an advantage. The... View Details
    Keywords: by Rachel Layne; Consumer Products; Consumer Products; Consumer Products; Consumer Products
    • July 2007 (Revised March 2009)
    • Case

    Berkshire Partners: Purchase of Rival Company (A)

    Berkshire Partners, a private equity firm in Boston, was pleased with their recent investment in the Holmes Group, a home comfort consumer electronics company. The portfolio company was exceeding key financial targets and Berkshire Partners was confident that it would... View Details
    Keywords: Private Equity; Capital Structure; Decision Choices and Conditions; Investment; Acquisition; Financial Services Industry; Boston
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    El-Hage, Nabil N., Andre Baillargeon, and Stephen Parks. "Berkshire Partners: Purchase of Rival Company (A)." Harvard Business School Case 208-023, July 2007. (Revised March 2009.)
    • August 2018 (Revised February 2019)
    • Case

    Shindigz

    By: Frank Cespedes
    Shindigz provides party and celebratory items for various occasions and events through its branded online channel, through third-party retail and wholesale channels, and external online marketplaces. The case focuses on pricing challenges facing a venture with an... View Details
    Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Brands and Branding; Distribution Channels; E-commerce; Consumer Products Industry
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    Cespedes, Frank. "Shindigz." Harvard Business School Case 819-010, August 2018. (Revised February 2019.)
    • 17 Aug 2023
    • Research & Ideas

    ‘Not a Bunch of Weirdos’: Why Mainstream Investors Buy Crypto

    checking accounts. Moreover, these investors are drawn by the lure of potentially higher returns in a “lottery-style payoff” than investors expect with traditional investments. Plus, the COVID-19 stimulus money led new investors to... View Details
    Keywords: by Ben Rand
    • 18 Jul 2023
    • Research & Ideas

    Will Global Demand for Oil Peak This Decade?

    Is the globe’s thirst for oil finally topping out? A major international energy watcher says yes, predicting last month that demand for global oil for transport will peak around 2026, plateau for all uses by 2028, and possibly hit a zenith by the end of the decade.... View Details
    Keywords: by Alvin Powell, Harvard Gazette; Energy; Industrial Products; Auto; Green Technology
    • Research Summary

    Regulatory negotiations and risk communication

    In the pharmaceutical industry a drugs benefits and risks are constantly being weighed by companies, regulators, physicians and drug consumers. While companies and regulators must make decisions based on population statistics about drug outcomes, physicians and drug... View Details
    • 28 May 2020
    • Research & Ideas

    Coronavirus Could Create a 'Bankruptcy Pandemic'

    With a pandemic temporarily closing many businesses and stifling consumer demand, whole industries, especially those that recently leveraged their balance sheets to take advantage of near-zero interest rates, are seeing their profits... View Details
    Keywords: by Dina Gerdeman; Financial Services; Banking
    • November 2000
    • Case

    Clust.com: Dream More and Pay Less

    Clust is a French group-buying Web site. Instead of marketing products to consumers, Clust is marketing aggregated consumer demands to manufacturers. Consequently, beyond the usual act of choosing among predefined alternatives, consumers are expected to bring up their... View Details
    Keywords: Customer Value and Value Chain; Marketing
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    Wathieu, Luc R. "Clust.com: Dream More and Pay Less." Harvard Business School Case 501-047, November 2000.
    • August 2016
    • Article

    The Role of (Dis)similarity in (Mis)predicting Others' Preferences

    By: Kate Barasz, Tami Kim and Leslie K. John
    Consumers readily indicate liking options that appear dissimilar—for example, enjoying both rustic lake vacations and chic city vacations or liking both scholarly documentary films and action-packed thrillers. However, when predicting other consumers’ tastes for the... View Details
    Keywords: Perceived Similarity; Prediction Error; Preference Prediction; Self-other Difference; Social Inference; Cognition and Thinking; Perception; Forecasting and Prediction
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    Barasz, Kate, Tami Kim, and Leslie K. John. "The Role of (Dis)similarity in (Mis)predicting Others' Preferences." Journal of Marketing Research (JMR) 53, no. 4 (August 2016): 597–607.
    • August 2019 (Revised March 2022)
    • Case

    Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart

    By: Elie Ofek and Danielle Golan
    Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted... View Details
    Keywords: AI; Business Startups; Insurance; Technological Innovation; Business Model; Disruption; Brands and Branding; Growth and Development Strategy; Global Strategy; Decision Making; Insurance Industry; Technology Industry
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    Ofek, Elie, and Danielle Golan. "Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart." Harvard Business School Case 520-020, August 2019. (Revised March 2022.)
    • December 2018 (Revised August 2019)
    • Case

    Super Bowl Storytelling

    By: Shelle Santana and Jill Avery
    The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details
    Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America
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    Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.)
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