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  • 2014
  • Other Teaching and Training Material

Marketing Reading: Segmentation and Targeting

By: Sunil Gupta
This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details
Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States
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  • 19 Dec 2022
  • Research & Ideas

What Motivates People to Give Generously—and Why We Sometimes Don't

good. While one could argue that the warm glow is a “selfish” reason to give, I think it’s actually still a win for humanity. Julian Zlatev: There’s been a long debate in psychology about whether people are truly altruistic: Is altruism... View Details
Keywords: by Jen McFarland Flint, HBS Alumni Bulletin
  • 27 Aug 2018
  • News

How to think like a gourmet

  • March 2020
  • Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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  • 2016
  • Working Paper

Reviews, Reputation, and Revenue: The Case of Yelp.com

By: Michael Luca
Do online consumer reviews affect restaurant demand? I investigate this question using a novel dataset combining reviews from the website Yelp.com and restaurant data from the Washington State Department of Revenue. Because Yelp prominently displays a restaurant's... View Details
Keywords: Revenue; Network Effects; Reputation; Social and Collaborative Networks; Food and Beverage Industry; Service Industry; Washington (state, US)
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  • 2025
  • Working Paper

Lessons from an App Update at Replika AI: Identity Discontinuity in Human-AI Relationships

By: Julian De Freitas, Noah Castelo, Ahmet K. Uğuralp and Zeliha O. Uğuralp
As consumers increasingly interact with AI applications specialized for social relationships, what is the nature and depth of these relationships among actual users, and can company actions influence these dynamics? We find that active users of the US-based AI... View Details
Keywords: AI and Machine Learning; Welfare; Loss; Well-being; Identity; Perception; Relationships
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  • 27 Feb 2024
  • Research & Ideas

Why Companies Should Share Their DEI Data (Even When It’s Unflattering)

studies, the team investigated how consumers respond when companies voluntarily disclose that data, since sharing those numbers with the public is optional. Maya Balakrishnan and Jimin Nam, doctoral students at HBS, wrote the study with... View Details
Keywords: by Shalene Gupta
  • 26 Jul 2022
  • Research & Ideas

Burgers with Bugs? What Happens When Restaurants Ignore Online Reviews

There’s a saying in hospitality: The customer is always right. In fact, customers might be more influential than ever, according to a study of online restaurant reviews. Yelp, the website where consumers share their service experiences,... View Details
Keywords: by Kara Baskin; Entertainment & Recreation; Food & Beverage; Retail
  • 17 Dec 2014
  • Research & Ideas

How Our Brain Determines if the Product is Worth the Price

neuroscientist and assistant professor in the Marketing unit at Harvard Business School, who conducted the research with Baba Shiv, a marketing professor and neuroeconomics expert at Stanford University's Graduate School of Business, and Brian Knutson, an associate... View Details
Keywords: by Carmen Nobel; Retail
  • 2012
  • Article

Wider dem sauren Mund. Beiersdorfs U.S.-Geschaeft mit der Zahnpastamarke Pebeco

By: G. Jones and Christina Lubinski
This article examines the growth and ultimate demise of the toothpaste brand Pebeco, which was created by the German personal care company Beiersdorf in 1903. The brand was an enormous international success, becoming for a time the largest toothpaste brand in the... View Details
Keywords: Growth and Development; Market Entry and Exit; Problems and Challenges; Marketing Strategy; Markets; Change; Customers; Social Psychology; Science; Brands and Branding; Competitive Strategy; Consumer Products Industry; United States; Germany
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    John Beshears

    John Beshears is the Albert J. Weatherhead Jr. Professor of Business Administration in the Negotiation, Organizations & Markets Unit, teaching the second-year MBA course "Negotiation." He is also a research associate at the National Bureau of Economic Research.... View Details

    • May 2024
    • Teaching Note

    The Meteoric Rise of Skims

    By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
    Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
    Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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    • 14 Dec 2010
    • First Look

    First Look: Dec. 14

    and suggests that corporate diversification can serve an important insurance function for investors. Download the paper: http://www.hbs.edu/research/pdf/10-101.pdf The Psychological Costs of Pay-for-Performance: Implications for Strategic... View Details
    Keywords: Sean Silverthorne
    • 03 Jun 2013
    • Research & Ideas

    The Power of Rituals in Life, Death, and Business

    which Norton and fellow HBS Associate Professor Francesca Gino found that rituals indeed alleviate and reduce grief, even among people who don't inherently believe in the efficacy of rituals. Further experiments showed that ritualistic behavior also enhances the... View Details
    Keywords: by Carmen Nobel
    • 25 Feb 2025
    • HBS Seminar

    Michel Pham, Columbia University

      John T. Gourville

      John Gourville is the Albert J. Weatherhead, Jr. Professor of Business Administration at the Harvard Business School.  He joined the HBS Marketing Unit in 1995 after receiving his Ph.D. at the University of Chicago in marketing and behavioral research.  His most... View Details

      Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
      • 17 Jul 2023
      • Blog Post

      Sustainability Career Advice from the Career & Professional Development Office

      about, whether it’s by eating a primarily plant-based diet or using clean products in my home. I am interested in the psychology of what will drive consumer decisions to make thoughtful choices so that we... View Details
      • April 2009
      • Article

      How to Market in a Downturn

      By: John A. Quelch and Katherine Jocz
      This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Because no two recessions are exactly alike, marketers find themselves in poorly... View Details
      Keywords: Customers; Economic Slowdown and Stagnation; Spending; Marketing Strategy; Consumer Behavior; Segmentation
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      • 16 Jul 2007
      • Research & Ideas

      Understanding the ‘Want’ vs. ’Should’ Decision

      consumer spending habits, and effective store layout. Sarah Jane Gilbert: What is the difference between the "want-self" and the "should-self"? How does psychology play a role in the... View Details
      Keywords: by Sarah Jane Gilbert; Retail; Entertainment & Recreation
      • 17 Aug 2021
      • Research & Ideas

      Can Autonomous Vehicles Drive with Common Sense?

      machines have to make in the spur of the moment are at the heart of the discomfort consumers feel about autonomous cars, says De Freitas. It’s akin to the famous philosophical “trolley problem” in which a subject must decide to let a... View Details
      Keywords: by Michael Blanding; Auto