Publications

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

17 Dec 2014
News

Neuroscience Marketing: Is the Product Worth the Price?

19 Feb 2019
Working Paper Summaries

Relative Performance Transparency: Effects on Sustainable Choices

Keywords: by Ryan W. Buell, Shwetha Mariadassou, and Yanchong Zheng

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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November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

By: John A. Quelch

The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details

Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States

October 2023
Case

Vida Health: Transforming Chronic Disease Treatment

By: William Sahlman and Nicole Tempest Keller

San Francisco based Vida Health, founded by Stephanie Tilenius, former vice president of Commerce and Payments at Google, was a B2B digital health startup focused on the treatment of cardiometabolic conditions, such as diabetes and obesity. Its innovative digital... View Details

Keywords: Corporate Strategy; Growth and Development Strategy; Demand and Consumers; Health Care and Treatment; Product Marketing; Risk and Uncertainty; Technological Innovation; Health Industry; Technology Industry; United States; California; San Francisco

June 2018 (Revised January 2019)
Case

Membership Rewards® from American Express

By: Shelle Santana, Frances X. Frei and Lauren G. Pickle

Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem “points” based on... View Details

Keywords: Financial Services; Customer Loyalty; Credit Cards; Marketing Strategy; Product Marketing; Brands and Branding; Customer Value and Value Chain; Value Creation; Financial Services Industry; Banking Industry; North America; United States

2016
Chapter

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details

Keywords: Luxury; Brands and Branding

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Article

Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes

By: Leslie K. John, Oliver Emrich, Sunil Gupta and Michael I. Norton

Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details

Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media

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We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

November 1994 (Revised May 1996)
Case

Walt Disney's Dennis Hightower-- Taking Charge

By: Ashish Nanda

In 1987, Dennis Hightower, was recruited from outside for a newly created position as head of Disney Consumer Products European operations. Hightower has to win initial acceptance of entrenched country managers, integrate the company's diverse subsidiaries closer... View Details

Keywords: Organizational Change and Adaptation; Leadership; Change Management; Corporate Strategy; Personal Development and Career; Consumer Products Industry; Consumer Products Industry; Europe

16 Sep 2010
News

Department stores: Mad rush for market share

21 Jul 2016
Cold Call Podcast

How Small Investors Can Bet Big on Brands They Love

Keywords: Re: Luis M. Viceira; Financial Services

31 May 2021
News

Lossless Apple Music and No Winner in Epic Trial - Apple's May 2021 in Review

Article

An Exploration of Marketing's Impact on Society: A Perspective Linked to Democracy

By: John A. Quelch and Katherine Jocz

The authors propose a political theory perspective for examining the impact of the modern aggregate marketing system on consumer welfare and society. Specifically, they suggest that the benefits marketing delivers to consumers are similar to the conditions required for... View Details

Keywords: Government and Politics; Marketing; Demand and Consumers; Welfare

August 2001 (Revised March 2008)
Case

Helios Health (A)

By: Regina E. Herzlinger and Alfred Martin

Helios PC system provides personalized drug information to the patients in the doctor's waiting room. It has met with considerable consumer acceptance and a very high return for the drug companies that sponsor it. What price should it charge them for the service? View Details

Keywords: Entrepreneurship; Price; Health Care and Treatment; Information Publishing; Innovation and Invention; Product Marketing; Demand and Consumers; Health Industry; Pharmaceutical Industry

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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

Forthcoming
Article

Public Perception and Autonomous Vehicle Liability

By: Julian De Freitas, Xilin Zhou, Margherita Atzei, Shoshana Boardman and Luigi Di Lillo

The deployment of autonomous vehicles (AVs) and the accompanying societal and economic benefits will greatly depend on how much liability AV firms will have to carry for accidents involving these vehicles, which in turn impacts their insurability and associated... View Details

Keywords: Moral Sensibility; Judgments; Legal Liability; Insurance; Perception