Publications

Article

Marketing in the Age of Web 2.0

By: Jill Avery

Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details

Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Consumer Products Industry

Read Now

17 Dec 2014
News

Neuroscience Marketing: Is the Product Worth the Price?

05 Oct 2015
Working Paper Summaries

Online Network Revenue Management Using Thompson Sampling

Keywords: by Kris Johnson Ferreira, David Simchi-Levi & He Wang; Retail

August 2013 (Revised August 2014)
Case

Catalina In the Digital Age

By: Robert J. Dolan and Uma R. Karmarkar

Catalina in the Digital Age considers how a company with a dominant market position should evolve its established product lines given the rise of novel digital technologies. Since its founding in 1983, Catalina had enjoyed a distinct position in the world of consumer... View Details

Keywords: Big Data; Digital Technologies; Marketing; Customer Relationship Management; Consumer Behavior; Analytics and Data Science

Co-Chair, Driving Digital Strategy

Sunil Gupta is the Edward W. Carter Professor of Business Administration and co-chair of the executive program on Driving... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

August 2019
Case

ClearScore, 2018

By: John R. Wells and Benjamin Weinstock

In October 2017, Experian, one of the “Big Three” consumer credit reporting agencies in the United Kingdom made an offer to acquire ClearScore for a total consideration of £293 million. Founded by Justin Basini, Dan Cobley, and Nigel Morris in 2014, ClearScore was the... View Details

01 Nov 2017
HBS Seminar

Emir Kamenica, Chicago Booth School of Business

11 Apr 2023
Cold Call Podcast

A Rose by Any Other Name: Supply Chains and Carbon Emissions in the Flower Industry

Keywords: Re: Willy C. Shih & Michael W. Toffel; Agriculture & Agribusiness

2011
Other Unpublished Work

Aligning Collective Production with Demand: Evidence from Wikipedia

Economic markets align supply and demand through prices. However, many social phenomena lack pricing to inform producers about consumer demand. This can lead to the over- or under-production of certain goods and services. In this paper, I propose a social mechanism... View Details

Keywords: Demand and Consumers; Supply and Industry

SSRN

26 Jan 2015
News

What You Can Expect For Social Video in 2015

18 Sep 2014
News

Subscribing to loyalty cards and site offers

August 1984 (Revised October 1994)
Case

Suave

By: Mark S. Albion

Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is... View Details

Keywords: Consumer Behavior; Product Marketing; Beauty and Cosmetics Industry

Research Summary

Research

Professor Karmarkar's research in consumer behavior develops theory-driven frameworks “from the brain up”. In particular, using a combination of consumer psychology, behavioral economics, and insights from neuroscience, she investigates the factors that consciously... View Details

June 29, 2022
Other Article

Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation

By: Michael Luca, Ginger Zhe Jin and Daniel Martin

Credit card companies must decide what product features to disclose to consumers, such as payment schedules, penalties, and fees--and also whether to present them clearly or bury them in the fine print. Firms face similar choices in settings ranging from privacy... View Details

Keywords: Obfuscation; Credit Cards; Strategic Incentives; Complexity; Agreements and Arrangements; Customers; Consumer Behavior; Financial Services Industry

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09 Jun 2015
First Look

First Look: June 9, 2015

interpersonal disclosure of intimate information increases attraction, cost transparency by a firm increases brand attraction, in turn boosting consumer purchase interest. This relationship persists even after controlling for perceptions... View Details

Keywords: Sean Silverthorne

Dennis A. Yao

Dennis Yao is the Lawrence E. Fouraker Professor of Business Administration and Chair of the Doctoral Programs at Harvard Business School. He joined the faculty in 2004 after having been at the Wharton School, University of Pennsylvania. From 1991-1994 he served as... View Details

Keywords: automotive; defense; federal government; high technology

2019
Working Paper

The Effect of Payment Choices on Online Retail: Evidence from the 2016 Indian Demonetization

By: Chaithanya Bandi, Antonio Moreno, Donald Ngwe and Zhiji Xu

The Indian banknote demonetization in 2016 was one of the most significant international events of that year. Overnight, 86% of Indian currency in circulation was declared invalid unless exchanged for new bills. The sudden and unexpected demonetization constituted a... View Details

Keywords: Cash On Delivery; Online Retail; Product Returns; Payment Methods; Digitization; Emerging Markets; Currency; Internet and the Web; Demand and Consumers; Retail Industry; India