Publications

February 2010
Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery

Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details

Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales

Educators

Article

Consumer Behavior, Retailer Power and Performance in Consumer Goods Industries

By: M. E. Porter

Keywords: Consumer Behavior; Performance; Goods and Commodities; Supply and Industry; Consumer Products Industry

March 2019
Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

Educators

September 2021
Article

Network Interconnectivity and Entry into Platform Markets

By: Feng Zhu, Xinxin Li, Ehsan Valavi and Marco Iansiti

Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas in others, buyers primarily purchase services from providers within... View Details

Keywords: Network Interconnectivity; Platform Competition; Market Entry; Networks; Digital Platforms; Competition; Market Entry and Exit

February 1987 (Revised January 1989)
Case

SmithKline Consumer Products: The Contac Relaunch

In March 1986, a tamperer contaminated CONTAC Cold Capsules, SmithKline Consumer Product's most popular product. To relaunch CONTAC after withdrawing it from the market, the management team had to present a plan of action to the corporation board. They knew CONTAC's 25... View Details

Keywords: Safety; Crisis Management; Product Launch; Pharmaceutical Industry

1981
Article

A Consumer Based Approach for Establishing Priorities in Consumer Information Programs: Implications for Public Policy

By: Rohit Deshpandé and S. Krishnan

Although there exists substantial research on the style and format of consumer information programs, little attention has been devoted to the critical issue of whether consumers need new information at all. A conceptual approach to systematically assess this... View Details

Keywords: Information; Consumer Behavior; Research

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November 2017
Teaching Note

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery

CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (F)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption... View Details

Keywords: Consumer Behavior

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (D)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a low-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.,... View Details

Keywords: Consumer Behavior

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (E)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.,... View Details

Keywords: Consumer Behavior

2015
Chapter

Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference

By: Neeru Paharia, Jill Avery and Anat Keinan

In this chapter, we explore how brands' relationships with their competitors affect consumers' preferences. Through a series of experiments, we show that the competitive context in which a brand operates can affect consumers' purchase interest and purchase frequency.... View Details

Keywords: Brand Management; CRM; Customer Relationship Management; Marketing Strategy; Marketing; Brands and Branding; Customer Focus and Relationships; Competition; Consumer Products Industry

13 Sep 2010
Research & Ideas

The Consumer Appeal of Underdog Branding

large corporations, such as Apple and Google, are careful to retain their underdog roots in their brand biographies." A forthcoming article coauthored by Keinan for the Journal of Consumer Research, "The Underdog Effect: The... View Details

Keywords: by Martha Lagace

Article

Entry into Platform-based Markets

By: Feng Zhu and Marco Iansiti

This paper examines the relative importance of platform quality, indirect network effects, and consumer expectations on the success of entrants in platform-based markets. We develop a theoretical model and find that an entrant's success depends on the strength of... View Details

Keywords: Platform-based Markets; Winnter-take-all; First-mover Advantage; Indirect Network Effects; Video Game Industry; Quality; Network Effects; Market Entry and Exit; Digital Platforms; Motion Pictures and Video Industry

April 1999 (Revised September 1999)
Case

Compaq Computer: Consumer Notebook Group

By: David E. Bell and Ann Leamon

Presents the background for a video of a focus group on Compaq Computer's new consumer notebook. Engineers, manufacturers, and retailers had collaborated on the product design, which has been approved by the executive committee. A launch is scheduled for nine months... View Details

Keywords: Human Resources; Product Launch; Product Design; Outcome or Result; Social and Collaborative Networks; Corporate Strategy; Computer Industry

Educators