Publications

20 Sep 2004
Research & Ideas

How Consumers Value Global Brands

everybody." But the rhetoric belied the reality. When we measured the extent to which consumers' purchase decisions were influenced by products' American roots, we discovered that the impact was... View Details

Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor

19 Feb 2008
Research & Ideas

Radical Design, Radical Results

When furniture designer Herman Miller presented a prototype of its sleek, mesh Aeron chair to a consumer focus group, many asked if they could see a finished, upholstered version. Innovative product design can be a risky proposition. Yet as consumer View Details

Keywords: by Julia Hanna; Consumer Products

April 2019 (Revised April 2021)
Case

Wayfair

By: Jeffrey F. Rayport, Susie L. Ma and Matthew G. Preble

In 2016 Niraj Shah and Steve Conine, founders of online home goods retailer Wayfair, are faced with a decision about how to improve user experience on their e-commerce sites. A key driver of consumer interest and conversion to purchase in the home category is visual... View Details

Keywords: Visual Assets; Corporate Entrepreneurship; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Operations; Strategy; Technology; Retail Industry; Service Industry; United States; Massachusetts

21 Mar 2016
HBS Case

Can Customer Reviews Be 'Managed?'

Research says 85 percent of people will make a purchase after reading online reviews about a product or service. This has had huge implications for the hotel industry and helps explain why TripAdvisor, a massive repository of... View Details

Keywords: by Brian Kenny; Advertising; Travel

March 1986 (Revised December 1986)
Case

British Telecommunications, PLC

Presents a description of international equity markets, including comparisons of the U.S., Japanese, and British markets and recent trends toward deregulation of these markets. The decision focus of the case is on the initial public offerings of British... View Details

Keywords: International Finance; Initial Public Offering; Capital Markets; Canada; London; Tokyo

2015
Book

The Cambridge Handbook of Consumer Psychology

By: Michael I. Norton, Derek D. Rucker and Cait Lamberton

Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This handbook addresses these key questions and many more. It provides a comprehensive overview of consumer... View Details

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November 1989 (Revised November 2002)
Case

American Dream, The

By: Donald A. Brown, William J. Poorvu and Richard E Crum

Explores the process of purchasing a single family house through the eyes of a young couple. The couple is trying to determine what type of home to buy as well as how to finance it. View Details

Keywords: Personal Finance; Financing and Loans; Decisions; Real Estate Industry

01 Nov 2016
First Look

First Look - November 1, 2016

market full of well-resourced luxury brand names with high brand awareness. Palmer needs to consider a range of positioning-driven decisions in order to ensure C.W. Dixey & Son is relaunched successfully. View Details

Keywords: Sean Silverthorne

Teaching Interest

MBA Elective Curriculum Business Marketing and Sales

Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details

July 2015
Article

BYOB: How Bringing Your Own Shopping Bags Leads to Treating Yourself, and the Environment

By: Uma R. Karmarkar and Bryan Bollinger

As concerns about pollution and climate change have become more central in public discourse, shopping with reusable grocery bags has been strongly promoted as environmentally and socially conscious. In parallel, firms have joined policy makers in using a variety of... View Details

Keywords: Grocery Shopping; Reusable Bags; Licensing; Priming; Goals; Hedonic; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Retail Industry

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Spring 2013
Article

Salience in Quality Disclosure: Evidence from the U.S. News College Rankings

By: Michael Luca and Jonathan Smith

How do rankings affect demand? This paper investigates the impact of college rankings, and the visibility of those rankings, on students' application decisions. Using natural experiments from U.S. News and World Report College Rankings, we present two main... View Details

Keywords: Rank and Position; Demand and Consumers; Quality; Decisions; Newspapers; United States

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Read Now

January 2011 (Revised July 2012)
Case

National Public Broadcasting

By: Richard S. Ruback and Royce Yudkoff

Bob Williams, the CEO of National Public Broadcasting (NPB), was considering an unsolicited offer to purchase the company in the early spring of 2006. The company was a media underwriting representative for public television and radio stations throughout the United... View Details

Keywords: Mergers and Acquisitions; Decision Choices and Conditions; Financial Management; Ownership; Advertising Industry; Media and Broadcasting Industry

April 2017
Supplement

Imprimis (B)

By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel

This case is a supplement to Imprimis (A). It describes the company’s decision to enter into the pharmaceutical compounding business in 2013–2014. Imprimis purchased a compounded ophthalmological medication called Dropless Therapy, which was injected into patients’... View Details

Keywords: Healthcare; Drug Compounding; Drug Development; Pharmaceuticals; Small Business; Decision-making, Business Model; Mark Baum; Imprimis; Decision Making; Strategy; Health Care and Treatment; Policy; Pharmaceutical Industry; United States

April 1994 (Revised January 1995)
Case

StarKist (A)

By: Richard H.K. Vietor and Forest L. Reinhardt

Set in April 1990, this case focuses on H.J. Heinz and its subsidiary, StarKist, the largest producer of canned tuna in the United States. During the 1980s, the public became increasingly concerned about tuna fishing practices that killed dolphins. StarKist was the... View Details

Keywords: Business Subsidiaries; Decision Choices and Conditions; Laws and Statutes; Management Teams; Brands and Branding; Environmental Sustainability; Competition; Mexico; United States

March 2014
Background Note

Setting Price Effectively

By: Nava Ashraf and Kristin Johnson

Price is one of the most powerful instruments a manager can use to influence the take-up of her product, especially in a subsidized and noncompetitive market as is common for global health products. However, the question of whether and how to price has been the subject... View Details

May 2024
Supplement

DRSi (B)

By: Richard S. Ruback and Royce Yudkoff

Pre-Abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.

Abstract: In March of 2019, Jen Ransom Fuller purchased DRSi. DRSi, located in Bellevue, Washington, printed and reproduced... View Details

Keywords: Acquisition; Small Business; Cost vs Benefits; Decisions; Business Education; Corporate Entrepreneurship; Leadership Style; Leading Change; Business or Company Management; Problems and Challenges; Health Pandemics; Selection and Staffing; Employee Relationship Management; Production; Logistics; Safety; Washington (state, US); United States