Direct To Consumer Marketing - Publications - Faculty & Research - Harvard Business School

Filter Results: (5,001)

Filter Results: (5,001)

Show Results For

← Page 56 of 5,001 Results →

Jill J. Avery

Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

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

December 2023
Article

Save More Today or Tomorrow: The Role of Urgency in Precommitment Design

By: Joseph Reiff, Hengchen Dai, John Beshears, Katherine L. Milkman and Shlomo Benartzi

To encourage farsighted behaviors, past research suggests that marketers may be wise to invite consumers to pre-commit to adopt them “later.” However, the authors propose that people will draw different inferences from different types of pre-commitment offers, and that... View Details

Keywords: Consumer Behavior; Decision Choices and Conditions

Find at Harvard

February 2015 (Revised September 2016)
Teaching Note

Making stickK Stick: The Business of Behavioral Economics

By: Leslie K. John and Michael Norton

Email mking@hbs.edu for a courtesy copy.

This Teaching Note explains the theory of the case and teaching plan for the case: Making sticK Stick: The Business of Behavioral Economics (514019). The case focuses on a... View Details

Keywords: Behavioral Economics; Behavior Change; B2B Vs. B2C; Human Resource Management; Marketing Of Innovations; Health ＆ Wellness; Weight Loss; Charitable Giving; Marketing; Consumer Behavior; Entrepreneurship; Internet and the Web; Health; Business Model; Sales; Human Resources; Health Industry; United States

August 2006 (Revised October 2012)
Case

Natura: Global Beauty Made in Brazil

By: Geoffrey G. Jones and Ricardo Reisen de Pinho

Explores the globalization strategies of Natura, Brazil's largest cosmetics company. Founded in 1969, Natura grew using a direct selling model. Led by its three founders, the firm made distinctive use of Brazil's diversity and became characterized by high ethical and... View Details

Keywords: Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Corporate Social Responsibility and Impact; Beauty and Cosmetics Industry; Brazil

August 1999 (Revised October 1999)
Case

RCA Records: The Digital Revolution

By: Jeffrey F. Rayport, Carin-Isabel Knoop and Cate Reavis

In 1995, Bertelsmann-owned RCA Records was considered a "tired and old" record label. By 1999, the company represented a number of the "hottest" acts in the music industry. Nevertheless, the company's position (as well as that of the entire music industry) was under... View Details

Keywords: Brands and Branding; Business Model; Competition; Corporate Strategy; Internet and the Web; Change Management; Marketing Strategy; Music Industry; Entertainment and Recreation Industry; United States

Find at Harvard

26 Jan 2021
Research & Ideas

A New Way to Cut Credit Card Debt: Pay Off One Purchase at a Time

A novel approach to repaying debt could help consumers free themselves from crushing credit card balances faster, according to new research. Rather than asking borrowers View Details

Keywords: by Kristen Senz; Financial Services

14 May 2019
Research & Ideas

Ethics Bots and Other Ways to Move Your Code of Business Conduct Beyond Puffery

express a high-level set of principles that employees are expected to abide by, but what the court effectively said is, ‘This is akin to marketing material that people don’t... View Details

Keywords: by Michael Blanding

November 1996 (Revised February 1997)
Case

Farmington Fresh: Growers Changing Produce Distribution

By: Ray A. Goldberg and Don Daniels

Opening up of Asian markets for U.S. produce provided an opportunity for large-scale producers to develop their own packing house and airline to ship their product to Asian markets. Teaching Purpose: How do farmers take a proactive strategy in reaching global produce... View Details

Keywords: Distribution; Global Strategy; Air Transportation; Asia; United States

Find at Harvard

September 1991 (Revised January 1997)
Case

Manzana Insurance: Fruitvale Branch (Abridged)

By: Steven C. Wheelwright

Deals with performance assessment and improvement of a service operation in the insurance industry, a market that is highly sensitive to response time. Two branch offices in direct competition are described, and the impact of response time on performance is suggested.... View Details

Keywords: Business Offices; Decision Choices and Conditions; Time Management; Service Operations; Performance Evaluation; Competition; Insurance Industry

January 2021 (Revised March 2021)
Supplement

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details

November 2001
Case

Korea-Tender

By: Das Narayandas and Kate Attea

Korea-Tender is a closed-bidding auction company trying to break even and must select the best opportunity to increase membership and revenue. It can continue its current model with heavy advertising, try to modify its costs, or develop an additional business model... View Details

Keywords: Auctions; Business Model; Advertising; Business Startups; Problems and Challenges; Marketing Strategy; Revenue; Growth and Development Strategy

Jiwoon Park

June (Jiwoon) Park is a doctoral student in Marketing at Harvard Business School.

Her research interests include consumer behavior, judgment and decision-making, and human-machine interaction (HMI). Prior to joining HBS, June received her M.S. in Marketing... View Details

June 1997 (Revised May 1998)
Case

Exploring Brand-Person Relationships: Three Life Histories (Condensed)

The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details

Keywords: Consumer Behavior; Relationships; Brands and Branding

December 2015
Case

The Hain Celestial Group

By: David E. Bell, José B. Alvarez, James Weber and Mary Shelman

Hain Celestial manufactured natural and organic food and personal care products to be sold to retailers of these products. The company had grown successfully and profitably through acquisitions and organically for two decades. In late 2015, Hain faced challenges on... View Details

Keywords: Agribusiness; Strategy; Marketing; Consumer Products Industry; United States

August 2002 (Revised November 2016)
Background Note

Customer Profitability and Lifetime Value

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details

Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry

August 1991 (Revised September 1994)
Background Note

What Is Industrial Marketing?

By: V. Kasturi Rangan

Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. View Details

Keywords: Customer Relationship Management; Innovation Strategy; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Marketplace Matching; Organizational Change and Adaptation; Core Relationships; Industrial Products Industry; Manufacturing Industry

August 1978 (Revised October 1979)
Case

Grey Advertising/Canada Dry Account

After taking over Canada Dry's mixers account in 1966, Grey Advertising assembled a successful ad campaign that increased ginger ale sales significantly. But Canada Dry's market share for ginger ale and its other mixer products had remained the same or declined during... View Details

Keywords: Marketing Strategy; Consumer Behavior; Advertising Campaigns; Advertising Industry; Food and Beverage Industry

Web

Improve Decision-Making in Hiring: Common Pitfalls and How to Avoid Them - Recruiting

important work. Review Job Descriptions Job descriptions have always been an important element of the hiring process. They serve as a marketing tool to attract candidates and the language used can... View Details

Article

Motivated Inferences of Price and Quality in Healthcare Decisions

By: Emily Prinsloo, Kate Barasz and Peter A. Ubel

Policy makers have increasingly advocated for healthcare price transparency, whereby prices are made salient before services are rendered. While such policies may empower consumers, they also bring price to the forefront of healthcare choices as never before, with yet... View Details

Keywords: Healthcare; Price Transparency; Health Care and Treatment; Price; Quality; Perception; Consumer Behavior; Decisions; Insurance

Find at Harvard

Register to Read

←
56
57
…
250
251
→