Demand and Consumers - Publications - Faculty & Research - Harvard Business School

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March 2024 (Revised March 2025)
Background Note

Physical Climate Risk

By: Michael W. Toffel, Spencer Glendon and Alison Smart

This note describes how managers can identify and manage their company’s physical climate risks, which can increase their operations and supply chain costs and risks, and affect demand for their goods and services. Can be paired with the video “Preparing business... View Details

Keywords: Resilience; Maps; Climate Risk; Climate Impact; Modeling And Analysis; Climate Change; Risk Management; Demand and Consumers; Supply Chain; Organizational Change and Adaptation; Disruption

2024
Working Paper

Webmunk: A New Tool for Studying Online Behavior and Digital Platforms

By: Chiara Farronato, Andrey Fradkin and Chris Karr

Understanding the behavior of users online is important for researchers, policymakers, and private companies alike. But observing online behavior and conducting experiments is difficult without direct access to the user base and software of technology companies. We... View Details

Keywords: Policy; Technology Adoption; Behavior; Research; Consumer Behavior; Internet and the Web

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21 Jun 2010
Research & Ideas

Strategy and Execution for Emerging Markets

founder wants to take that model and replicate it in Brazil, for example, he needs logistics and financing infrastructure. Even if the demand for flat-panel TVs exists, he... View Details

Keywords: by Martha Lagace

When Do Stocks and Bonds Move Together, and Why Does it Matter?

The co-movement of Treasury bonds and stocks is an important indicator for both policy makers and for long-term investors. A positive co-movement between nominal Treasury bonds and stocks, as in the 1980s, means that nominal bonds amplify the volatility of stock... View Details

December 2022
Article

Divergence Between Employer and Employee Understandings of Passion: Theory and Implications for Future Research

By: Jon M. Jachimowicz and Hannah Weisman

There is an increasingly prevalent expectation in contemporary society that employees be passionate for their work. Here, we suggest that employers and employees can have different understandings of passion that potentially conflict. More specifically, we argue that... View Details

Keywords: Employee Relationship Management; Human Capital; Performance Effectiveness; Management Style

January 1998
Case

Connecticut Spring and Stamping Corporation (B)

By: H. Kent Bowen, Massimo Russo and Steven J. Spear

Connecticut Spring and Stamping Corp. (CSSC), a 50-year-old spring manufacturing and metal stamping firm, is experiencing slow sales growth and feeling the impact of global competition. The company has over 800 customers but little understanding of those customers'... View Details

Keywords: Globalization; Competency and Skills; Organizational Change and Adaptation; Production; Customer Relationship Management; Quality; Training; Performance Efficiency; Cost Management; Sales; System

May 2024
Background Note

Pricing Strategy and Channels of Distribution: Where Value Delivery and Value Capture Intersect

Channels of distribution are a critical component of a firm’s go-to-market strategy. A company may elect to sell its products directly to customers (DTC) without the assistance of any intermediaries or, alternatively, it may seek several channel partners to help it... View Details

Keywords: Price; Distribution Channels; Business Strategy; Markets

May 2020 (Revised July 2020)
Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details

Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Consumer Products Industry; United States; North America

February 2019 (Revised September 2019)
Case

Theranos: The Unicorn That Wasn't

By: Joseph B. Fuller and John Masko

In 2003, 19-year-old Elizabeth Holmes founded a startup dedicated to making blood testing easier and more affordable. By 2015, her company, Theranos, was worth $9 billion. It boasted a star-studded board and contracts with national pharmacy and supermarket chains... View Details

Keywords: Theranos; Blood; Lab Testing; Fraud; Holmes; Balwani; Shultz; Carreyrou; Securities And Exchange Commission; Food And Drug Administration; FDA; SEC; Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Entrepreneurship; Medical Devices and Supplies Industry

December 2005 (Revised March 2010)
Case

William Levitt, Levittown and the Creation of American Suburbia

By: Nitin Nohria, Anthony Mayo and Mark Benson

Demand for low-cost housing after World War II far exceeded supply. Was this a profitable new market? New York developer William Levitt had to decide. During World War II, Levitt was eager to build basic housing for the working class—otherwise, Levitt & Sons would have... View Details

Keywords: Demographics; Construction; Business History; Housing; Leadership; Growth and Development Strategy; Product Development; Business and Government Relations; Construction Industry; Real Estate Industry; United States; New York (state, US)

2016
Working Paper

The Skills Gap and the Near-Far Problem in Executive Education and Leadership Development

By: Mihnea Moldoveanu and Das Narayandas

Executive development programs have entered a period of rapid transformation, driven on one side by the proliferation of a new technological, cultural, and economic landscape commonly referred to as “digital disruption” and on the other by a widening gap between the... View Details

Keywords: Information Technology; Executive Education; Disruption; Management Skills

2000
Chapter

Consumerism and Consumption

By: N. F. Koehn

Keywords: Demand and Consumers

Research Summary

Business and Low Income Sectors: The Creation of Economic and Social Value

In the last three decades, innovative commercial solutions have emerged in developing nations focusing on providing effective responses to the hugely underserved needs of low-income populations, both as consumers as well as active participants in productive value... View Details

June 2011 (Revised June 2012)
Case

Sephora Direct: Investing in Social Media, Video, and Mobile

By: Elie Ofek and Alison Berkley Wagonfeld

Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details

Keywords: History; Leadership; Marketing Strategy; Marketing; Emerging Markets; Investment Return; Investment Funds; Budgets and Budgeting

August 2018
Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Consumer Products Industry; United States

June 1994
Case

Alco Holdings Limited

By: Kenneth A. Froot and Xin Chen

Keywords: Financing; Foreign Exchange; Consumer Products; Foreign Investment; International Finance; Electronics Industry; Hong Kong

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Article

Divide and Conquer: Competing with Free Technology under Network Effects

By: Deishin Lee and Haim Mendelson

We study how a commercial firm competes with a free open source product. The market consists of two customer segments with different preferences and is characterized by positive network effects. The commercial firm makes product and pricing decisions to maximize its... View Details

Keywords: Profit; Product Launch; Network Effects; Open Source Distribution; Adoption; Competitive Strategy; Competitive Advantage

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2015
Article

Regulator Leniency and Mispricing in Beneficent Nonprofits

By: Jonas Heese, Ranjani Krishnan and Frank Moers

We posit that nonprofits that provide a greater supply of unprofitable services (beneficent nonprofits) face lenient regulatory enforcement for mispricing in price-regulated markets. Consequently, beneficent nonprofits exploit such regulatory leniency and exhibit... View Details

Keywords: Nonprofit Organizations; Business Earnings; Fairness; Governance Compliance

February 2011 (Revised May 2011)
Case

Utilis: Designing, Producing, and Selling Rapid Deployment Shelters for a Troubled World

By: Herman B. Leonard, Daniela Beyersdorfer and Simon Harrow

How can a company that supplies disaster response and humanitarian agencies best handle the intrinsically unpredictable and highly volatile demand for its products? Utilis is a French supplier of rapid-deploy high-end tent solutions for civilian and military uses (such... View Details

Keywords: Business Model; Growth and Development Strategy; Demand and Consumers; Strategic Planning; Natural Disasters; Competitive Strategy; Consumer Products Industry; Consumer Products Industry; France

2019
Working Paper

Status Pivoting: Coping with Status Threats through Motivated Trade-off Beliefs and Consumption across Domains

By: Dafna Goor, Anat Keinan and Nailya Ordabayeva

Prior research established that status threat leads consumers to display status-related products such as luxury brands. While compensatory consumption in the domain of the status threat (e.g., products associated with financial and professional success) is the most... View Details

Keywords: Status and Position; Luxury; Consumer Behavior

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