Publications

Find at Harvard

26 Jan 2015
News

What You Can Expect For Social Video in 2015

18 Sep 2014
News

Subscribing to loyalty cards and site offers

08 Aug 2014
News

Seeing what leaders miss

10 Apr 2008
Working Paper Summaries

Where Does it Go? Spending by the Financially Constrained

Keywords: by Shawn A. Cole, John Thompson & Peter Tufano; Financial Services

Research Summary

Seeing Thought

By: Gerald Zaltman

This program of research combines the results from ZMET studies to create marketing stimuli such as advertising, retail store designs, product concepts, product design, and so forth, which are then presented to a sample of consumers whose reactions are observed using... View Details

January 1989 (Revised December 1991)
Case

British Airways: ""Go for It, America!"" Promotion (A)

By: Stephen A. Greyser

Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details

Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States

17 May 2021
News

Key Inflation Gauge Overstating Prices, Harvard’s Cavallo Says

Maren Hoff

Maren Hoff is an Assistant Professor in the Marketing Unit at Harvard Business School.

Professor Hoff studies how cultural change shapes consumer behavior and marketplace trends. Her research examines how and why tastes, styles, and products change in... View Details

June 2015 (Revised April 2018)
Case

WeChat: A Global Platform?

By: Willy Shih, Howard Yu and Feng Liu

WeChat was developed by Tencent Holdings as a lightweight messaging platform. As it grew quickly to become the most popular messaging app in China, it added a range of products and services that sat on top that were designed to appeal to a broad range of consumers and... View Details

Keywords: Online Platforms; China; WeChat; Tencent Holdings; Globalization; Internet and the Web; Applications and Software; Digital Platforms; Telecommunications Industry; Information Industry; China

Research Summary

Consumer-Brand Relationships

Susan M. Fournier is conducting extensive research into the relationships consumers form with brands. Her work builds on the premise that, although marketers espouse the notion of relationships in current thought and practice, none have theoretically maximized the... View Details

October 2021
Article

Communicating Resource Scarcity and Interpersonal Connection

By: Grant E. Donnelly, Anne V. Wilson, Ashley V. Whillans and Michael I. Norton

Consumers often cite insufficient time or money as an excuse for rejecting social invitations. We explore the effectiveness of these excuses in preserving interpersonal relationships. Six studies—including perceptions of couples planning their wedding—demonstrate that... View Details

Keywords: Time; Interpersonal Relationships; Communication; Money; Relationships; Interpersonal Communication

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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

18 Aug 2010
News

How We Save (and Spend) Now

31 Mar 2020
News

Reinventing the Direct-to-Consumer Business Model

21 May 2019
News

Layaway loans are back, with a new look

Banking on Data: Great Possibilities, Great Responsibilities

Karen Mills speaks at an FDIC webinar addressing policy and consumer impact perspectives on enabling “open banking” through APIs, national vs. state privacy laws, data ownership, and liability standards. View Details

August 2005 (Revised October 2007)
Case

Best Buy Co.,Inc.: Competing on the Edge

By: John R. Wells and Travis Haglock

While Circuit City struggles, Best Buy has overtaken it to become the premier consumer electronics retailer in the United States. What has driven its success? How can it be sustained? View Details

Keywords: Competition; System; Organizational Structure; Retail Industry; United States

25 Nov 2014
News

Creating a ‘Doorbuster’: the $5 Toaster

2009
Working Paper

Altruistic Dynamic Pricing with Customer Regret

By: Julio J. Rotemberg

A model is considered where firms internalize the regret costs that consumers experience when they see an unexpected price change. Regret costs are assumed to be increasing in the size of price changes and this can explain why the size of price increases is less... View Details

Keywords: Inflation and Deflation; Price; Marketing; Consumer Behavior; Mathematical Methods