Publications

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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

15 Dec 2010
News

How to Build a Brand Like Corona

22 Feb 2012
News

Credit Card Disclosures: Effective or Not?

February 2015
Supplement

The Affordable Care Act (J): Healthcare.gov

By: Joseph L. Bower and Michael Norris

In the fall of 2013, Healthcare.gov launches as an insurance exchange for consumers to buy health insurance. The launch is filled with glitches, and some worry if it will imperil the fate of the entire ACA. View Details

Keywords: Health Care; Health Care Policy; Government And Politics; Health; Policy; Health Industry; United States

18 May 2015
News

Advertisers Get Serious About Playing With Their Brands

21 Jan 2014
First Look

First Look: January 21

Hervas-Drane Abstract—We analyze the implications of consumer privacy for competition in the marketplace. We consider a market where firms set prices and disclosure levels for consumer information, and View Details

Keywords: Sean Silverthorne

Research Summary

Ray's current research is on technology platforms - how technology companies can platformize their technology offerings, how platforms impact competitive strategy and create pricing power, and how technology consumers interact with technologies that are platforms. View Details

January 1991
Supplement

Suzuki Samurai, Supplement

By: John A. Quelch

A condensed version of Suzuki Samurai: The Rollover Crisis. Suzuki management must plan a response to a Consumers Union demand for a recall of the Samurai on grounds of its unacceptable propensity to roll over. View Details

Keywords: Safety; Crisis Management; Auto Industry

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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Read Now

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

September 2019
Case

Netflix: A Creative Approach to Culture and Agility

By: Ranjay Gulati, Allison Ciechanover and Jeff Huizinga

By 2018, Netflix had been credited for revolutionizing how viewers consumed entertainment—shifting from ad-fueled linear network programming to a highly personalized, on-demand, all-you-can-consume, ad-free model. The company was riding a long wave of revenue and... View Details

Keywords: Digital Technologies; Streaming; Video On Demand; International Expansion; Leadership; Information Technology; Entrepreneurship; Innovation and Management; Innovation Strategy; Leadership Style; Management Style; Organizational Culture; Entertainment; Media; Change Management; Expansion; Technology Industry; Entertainment and Recreation Industry; United States

2023
Working Paper

Algorithm Failures and Consumers' Response: Evidence from Zillow

By: Isamar Troncoso, Runshan Fu, Nikhil Malik and Davide Proserpio

In November 2021, Zillow announced the closure of its iBuyer business. Popular media largely attributed this to a failure of its proprietary forecasting algorithm. We study the response of consumers to Zillow’s iBuyer business closure. We show that after the iBuyer... View Details

Keywords: Algorithmic Pricing; Price; Forecasting and Prediction; Consumer Behavior; Real Estate Industry

SSRN

May 1984 (Revised August 1987)
Case

Raymond Mushroom Corp.

By: Benson P. Shapiro

In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference. View Details

Keywords: Product Positioning; Advertising; Decisions; Price; Management Teams; Food and Beverage Industry

May 2007 (Revised July 2011)
Background Note

Retail Shopping in 2007: The Net Versus the Mall

By: Stephen P. Bradley, Nancy Bartlett and James Weber

Provides an overview of the retail sector within the United States as online shopping captures an increased percentage of consumer spending. The role of enabling technologies and applications, including comparison shopping sites and recommendation systems, are covered.... View Details

Keywords: Spending; Marketing Channels; Demand and Consumers; Information Technology; Internet and the Web; Retail Industry; United States

August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

David G. Fubini is a Senior Lecturer in the Organizational Behavior Unit and leader of the Leading Professional Services Firm and Mergers & Acquisitions Programs for Harvard Business School’s Executive Education. His MBA teaching has concentrated on teaching the... View Details

February 2003 (Revised April 2006)
Case

Reaching the Bottom: UniGlobe's Small Local Stores Dilemma

By: Clayton M. Christensen and Lana Newishy

To distribute products to very small retailers in a very fragmented retail environment, the local subsidiary of a large consumer products company created an innovative distribution mechanism. The subsidiary's Small Local Stores division employed middlemen who... View Details

Keywords: Distribution Channels; Innovation and Invention; Consumer Products Industry; Philippines

April 2010 (Revised November 2011)
Case

Soren Chemical: Why Is the New Swimming Pool Product Sinking?

By: V. Kasturi Rangan and Sunru Yong

Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling... View Details

Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy; Chemical Industry

Article

Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride

By: Silvia Bellezza and Anat Keinan

This research examines how core consumers of selective brands react when non-core users obtain access to the brand. Contrary to the view that non-core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which... View Details

Keywords: Consumer Behavior; Attitudes; Brands and Branding