Publications

Fall 2012
Article

Marketing and Public Policy: Transformative Research in Developing Markets

By: C. Shultz, Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar and A. Veeck

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers... View Details

Keywords: Demand and Consumers; Development Economics; Marketing Strategy; Emerging Markets

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December 2023
Article

What Can Stockouts Tell Us About Inflation? Evidence from Online Micro Data

By: Alberto Cavallo and Oleksiy Kryvtsov

We use a detailed micro dataset on product availability and stockouts to construct a direct high-frequency measure of consumer product shortages during the 2020-2022 pandemic. We document a widespread multi-fold rise in stockouts in nearly all sectors early in the... View Details

Keywords: Prices; Stockouts; Inventories; Supply Disruptions; COVID-19 Pandemic; Supply Chain; Product; Demand and Consumers

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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Research Summary

Current Research

By: Leslie K. John

Professor John is a behavioral scientist who uses both laboratory and field experiments to investigate questions that are at the intersection of marketing, organizational behavior, and public policy.

Professor John’s work has been published in leading... View Details

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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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

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

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

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

April 2009
Article

How to Market in a Downturn

By: John A. Quelch and Katherine Jocz

This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Because no two recessions are exactly alike, marketers find themselves in poorly... View Details

Keywords: Customers; Economic Slowdown and Stagnation; Spending; Marketing Strategy; Consumer Behavior; Segmentation

17 Dec 2014
News

Neuroscience Marketing: Is the Product Worth the Price?

March 2016
Article

To Groupon or Not to Groupon: The Profitability of Deep Discounts

By: Benjamin Edelman, Sonia Jaffe and Scott Duke Kominers

We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine... View Details

Keywords: Voucher Discounts; Groupon; Experience Goods; Repeat Purchase; Internet and the Web; Marketing Strategy; Marketing Communications

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2014
Working Paper

~To Groupon or Not to Groupon: The Profitability of Deep Discounts

By: Benjamin G. Edelman

We examine the profitability and implications of online discount vouchers, a relatively new marketing tool that offers consumers large discounts when they prepay for participating firms' goods and services. Within a model of repeat experience good purchase, we examine... View Details

Keywords: Voucher Discounts; Groupon; Experience Goods; Repeat Purchase; Online Advertising; Price; Profit; Marketing Strategy; Retail Industry

SSRN

08 Nov 2012
HBS Seminar

Avi Goldfarb, University of Toronto

October 1990 (Revised July 1991)
Case

Zenith: Marketing Research for High Definition Television (HDTV)

Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various... View Details

Keywords: Technological Innovation; Research; Marketing; Television Entertainment; Electronics Industry