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- All HBS Web
(1,667)
- People (1)
- News (248)
- Research (1,289)
- Events (3)
- Multimedia (2)
- Faculty Publications (756)
- 01 Jun 2014
- News
@Soldiers Field
invention. Who better to teach students how to give consumers a magical experience? Recipes Chili Cook-Off recipes Matt Ashbaugh's (MBA 2014) traditional Texas recipe took first place in the beef category of the Texas Club's 21st annual... View Details
- Profile
Eryn Schultz
months into my new job, and I’ve been able to apply so much of what I learned in school in both my internship and my current job – things ranging from how incentives influence behavior to how to manage a P&L. In addition, the friends... View Details
- Web
Black Business Leaders and Entrepreneurship | Baker Library
Americans, and Whites Nielsen reports on the African American Consumer Search using keywords African American or Black RKMA Consumer Behavior 2019-2020 report has a section on... View Details
- 15 Oct 2014
- News
The Dark Side of Efficient Markets
- 01 Sep 2017
- News
3-Minute Briefing: Jeetendr Sehdev (MBA 2004)
selfies incredibly meaningful and empowering. We need that compassion and emotional understanding to create brands that connect. Brands today are looking to develop fanatics. Being careful or silent as a means of capturing the largest market share possible doesn’t work... View Details
- Article
Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing
By: Thales S. Teixeira, Michel Wedel and Rik Pieters
We develop a conceptual framework for understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this... View Details
Keywords: Advertising; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Consumer Behavior; Mathematical Methods
Teixeira, Thales S., Michel Wedel, and Rik Pieters. "Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing." Marketing Science 29, no. 5 (September–October 2010): 783–804. (Lead Article.)
- 30 Jul 2024
- News
Reddit’s Rise
of consumer media, you know how important Reddit is because it’s where all your editors are finding ideas. It’s where they get their memes for the social handle. It’s where they do quick surveys. It’s when they see trends, like cultural... View Details
- 01 Apr 2000
- News
Strike Up the Broad(band)
telephone-television-Internet system." Given the success of the Internet, which the authors liken to "a kind of broadband on training wheels," they predict that as broadband technology evolves during the coming years, its power to revolutionize View Details
- 2025
- Working Paper
Climate Risk and the U.S. Insurance Gap: Measurement, Drivers and Implications
By: Parinitha Sastry, Tess Scharlemann, Ishita Sen and Ana-Maria Tenekedjieva
In a world with rising risk, how much are U.S. households willing to pay for homeowners insurance, and what does their demand imply for the future of insurance markets? We provide the first estimates of household willingness to pay for homeowners insurance and the... View Details
Keywords: Climate Change; Risk and Uncertainty; Insurance; Personal Finance; Consumer Behavior; Mortgages
Sastry, Parinitha, Tess Scharlemann, Ishita Sen, and Ana-Maria Tenekedjieva. "The Limits of Insurance Demand and the Growing Protection Gap." Harvard Business School Working Paper, No. 25-054, February 2025.
- 2024
- Working Paper
Moral Incoherence During Category Emergence: The Contentious Case of Connected Toys
By: Ryann Noe
Through a longitudinal study of the emergence of connected toys – physical toys that interact with
digital devices – I build theory about moral incoherence: when competing views about the moral
worth of a category persist over time. During the course of their... View Details
Keywords: Technological Innovation; Technology Adoption; Moral Sensibility; Market Entry and Exit; Consumer Behavior
Noe, Ryann. "Moral Incoherence During Category Emergence: The Contentious Case of Connected Toys." Harvard Business School Working Paper, No. 24-071, May 2024.
- August 10, 2019
- Editorial
E-Commerce Promised the World. Are We Happy With Our Purchase?
By: Louis Hyman and Kwelina Thompson
It has been 25 years since the first online transaction, but we are still struggling with the balance between convenience and security. View Details
Keywords: Technological Innovation; Technology Adoption; E-commerce; Consumer Behavior; Internet and the Web
Hyman, Louis, and Kwelina Thompson. "E-Commerce Promised the World. Are We Happy With Our Purchase?" New York Times (August 10, 2019).
- December 2021
- Case
Pairwise
By: José B. Alvarez and Annelena Lobb
Pairwise discusses the strategic approach of a company aiming to “snackify” fruits and vegetables by using CRISPR-Cas9 gene editing to create nutritious, bite-sized foods that could compete with packaged snacks. The company is confronting a number of challenges,... View Details
Keywords: Gene Editing; GMO; Food; Nutrition; Competition; Market Entry and Exit; Public Opinion; Competitive Strategy; Consumer Behavior; Food and Beverage Industry
Alvarez, José B., and Annelena Lobb. "Pairwise." Harvard Business School Case 522-058, December 2021.
- November 2008 (Revised November 2008)
- Case
Cyworld: Creating and Capturing Value in a Social Network
By: Sunil Gupta and Sangman Han
In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea.... View Details
Keywords: Customer Value and Value Chain; Consumer Behavior; Social and Collaborative Networks; Segmentation; Value Creation; South Korea
Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.)
- 15 Nov 2020
- News
Podcasts Engage New Audiences with HBS
real cold call, but rather an episode of HBS’s “Cold Call” podcast. The School is harnessing this fast-growing medium to disseminated faculty research and ideas and to engage many more people with the work and activities of the School. “Podcasts are approachable. They... View Details
- July 2022
- Teaching Note
Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli, Fares Khrais and Menna Hassan
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Turkey
- July–August 2025
- Article
Don’t Let an AI Failure Harm Your Brand
How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details
Keywords: AI and Machine Learning; Brands and Branding; Product Marketing; Consumer Behavior; Attitudes
De Freitas, Julian. "Don’t Let an AI Failure Harm Your Brand." Harvard Business Review 103, no. 4 (July–August 2025): 126–133.
- 03 Feb 2009
- First Look
First Look: February 3, 2009
studies conducted in numerous countries and contexts have consistently demonstrated that setting specific, challenging goals can powerfully drive behavior and boost performance. Advocates of goal setting have had a substantial impact on... View Details
Keywords: Martha Lagace
- 01 Dec 2020
- News
New News
exciting. Michael Aft: We exist because traditional media is struggling. There are perverse incentives tied to the ad-revenue model that have made it challenging to consume high-quality content, and that’s true for everything from general... View Details
- 16 May 2011
- Research & Ideas
What Loyalty? High-End Customers are First to Flee
Businesses that offer their customers the highest levels of service might like to believe that all their efforts to pamper and please will pay off with an extremely loyal following. “Customers you might expect to be the most 'stuck' are the ones who are... View Details
Keywords: by Julia Hanna
- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.