Publications

Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

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

Blog Post

Health Care Transparency: The Fox Is Guarding the Chicken Coop in Washington Again

By: Regina E. Herzlinger

Now that more people can shop directly for their own health insurance under the Affordable Care Act, they have been transformed from potential patients to consumers, and like any other consumers of goods or services, they want to know if what they're buying is any... View Details

Keywords: Transparency; Health Care; Health Insurance; Health Care and Treatment; Health Industry

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Web

IFC India 2025: From Gray to Green: A Glimpse of the Future of Green Hydrogen in India - Blog - Business & Environment

Blog Blog Filter Results Arrow Down Arrow Up Read posts from Author Alumni Author HBS Faculty Author HBS Staff Author Staff Author Students Topics Topics Accelerating Climate Solutions Conference 2023 Alumni Alumni Programs Alumni in Climate Networking Series Business... View Details

16 Jul 2007
Research & Ideas

Understanding the ‘Want’ vs. ’Should’ Decision

Like having both an angel and a devil whispering advice in our ears, consumers often wrestle with the "want" versus "should" decision. Yes, I want to purchase that chocolate bar, but I... View Details

Keywords: by Sarah Jane Gilbert; Retail; Entertainment & Recreation

13 Feb 2007
First Look

First Look: February 13, 2007

isolate the effects of channel expansion. We argue for advantages to using zip code level data for methodological and consumer data privacy reasons. Download the paper:... View Details

Keywords: Martha Lagace

January 2008 (Revised March 2008)
Case

Glass Egg Digital Media

Glass Egg is an outsource games development firm in Vietnam. They are able to offer brand-name publishers-Microsoft EA, Atari-significant cost savings in the development of art assets for their video games. However, the firm's management find themselves at a point at... View Details

Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Marketing Strategy; Demand and Consumers; Product Development; Organizational Structure; Entertainment and Recreation Industry

Mark Egan is the Mark Kingdon Associate Professor of Business Administration in the Finance Unit, teaching Corporate Financial Operations to MBA students.

Professor Egan’s research concentrates on the intersection of corporate finance and industrial... View Details

August 1973 (Revised September 1986)
Case

DAAG Europe (A)

By: Francis Aguilar

Company must decide whether to raise prices and tighten consumer credit in light of its strategy to rationalize production, introduce a new line of model elevators and increase its market share. Points up the interrelationships of the different functional areas within... View Details

Keywords: Change; Credit; Price; Policy; Business or Company Management; Marketing Strategy; Product Launch; Business Strategy; Industrial Products Industry; Europe

Research Summary

Simultaneous Distinction, Democratization and Omnivorism Effects: A Longitudinal Analysis of Dynamic Symbolic Boundaries in Counterfeit Consumption Networks

Sociologists have long examined the interactive relationship between social structure, taste and power. This literature has overwhelmingly fallen into three, ostensibly competing, theoretical “camps”: Distinction, where high-status consumers use... View Details

20 Oct 2003
Research & Ideas

Gaps in the Historical Record: Development of the Electronics Industry

the world's foremost commercializer of products of new technologies in consumer electronics including the Walkman, Triton Color TV, the VCR, the CD (and CD-ROM), and the DVD. Matsushita became the industry's most successful firm in... View Details

Keywords: by Alfred D. Chandler Jr.; Consumer Products

28 Jan 2008
Research & Ideas

Billions of Entrepreneurs in China and India

often provided in a top-down manner. The second difference is the nature and extent of openness to outside influence and foreigners. Foreign direct investment pours into China. India has embraced foreign... View Details

Keywords: by Martha Lagace

October 1982 (Revised May 1992)
Case

Johnson & Johnson: The Tylenol Tragedy

By: Stephen A. Greyser

In October 1982, Johnson & Johnson was confronted with a major crisis when seven deaths were attributed to poisoned Tylenol. The case reviews the facts as known a week after the incident occurred, and raises a wide range of questions regarding consumer behavior,... View Details

Keywords: Consumer Behavior; Corporate Social Responsibility and Impact; Competitive Strategy; Crisis Management; Health Care and Treatment; Pharmaceutical Industry

November 2008 (Revised August 2011)
Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery

This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details

Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry

February 2011 (Revised December 2014)
Case

RentJuice

By: Thomas Eisenmann and Liz Kind

RentJuice, founded in mid-2008, provided a subscription software service—sold via phone and live online webinars—that allowed real estate professionals like brokers and agents to manage and market rental listings, communicate with clients, and complete transaction... View Details

Keywords: Renting or Rental; Product Launch; Applications and Software; Property; Business Startups; Salesforce Management; Product Marketing; Real Estate Industry; Information Technology Industry

November 1996
Case

Diamond Walnut Growers

By: Ray A. Goldberg and Mollie H. Carter

Diamond Walnut Growers is the largest walnut marketer in the world. As a grower-owned cooperative, it is under pressure to operate as efficiently as independent handlers. Diamond is evaluating its high-margin consumer branded business, which has experienced little to... View Details

Keywords: Plant-Based Agribusiness; Change Management; Marketing Strategy; Operations; Cooperative Ownership; Corporate Strategy; Agriculture and Agribusiness Industry

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November 2009 (Revised January 2010)
Case

Communispace

By: Anat Keinan

Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing... View Details

Keywords: Customer Focus and Relationships; Brands and Branding; Product Launch; Network Effects; Social and Collaborative Networks; Online Technology; Communications Industry; Media and Broadcasting Industry

July 1994
Case

Microsoft: Multimedia Publications (A)

By: Marco Iansiti and Ellen Stein

Microsoft Corp. has built a highly successful business around computer software (both applications and system software) using a particular organizational structure. Now that the company has chosen to enter the consumer market with a CD-ROM product, how should Microsoft... View Details

Keywords: Product Development; Organizational Structure; Applications and Software; Design; Expansion; Consumer Products Industry; Consumer Products Industry; Washington (state, US)