Publications

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August 2002 (Revised February 2003)
Case

Siebel Systems: Anatomy of a Sale, Part 2

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details

Keywords: Business Cycles; Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry

26 Aug 2014
First Look

First Look: August 26

Abstract—To create social ties to support their professional or personal goals, people actively engage in instrumental networking. Drawing from moral psychology research, we posit that this intentional behavior has unintended consequences... View Details

Keywords: Sean Silverthorne

18 Sep 2012
First Look

First Look: September 18

as consumers and employees (what we buy, how we manage others) to the choices that we make more broadly as human beings (who we date, how we deal with friendships). From my research, we see when a mismatch is most likely to occur between... View Details

Keywords: Sean Silverthorne

12 Jun 2006
Research & Ideas

The Promise of Channel Stewardship

and how they should be governed. In contrast, whereas design involves structural aspects of the channel, management involves the formal or informal rules that govern the day-to-day behavior of the various channel members (including the... View Details

Keywords: by V. Kasturi Rangan & Marie Bell; Consumer Products

30 Sep 2002
Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

Dilip Soman, we look at how different pricing strategies affect the consumption of a product. We find that people are more likely to consume a product when they feel "out of pocket." When the price paid for a product is very... View Details

Keywords: by Manda Mahoney

February 1996
Case

Chadwick, Inc.: The Balanced Scorecard (Abridged)

By: Robert S. Kaplan

The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten years to bring a new product to the marketplace and the division depends on good relations and active feedback from its... View Details

Keywords: Balanced Scorecard; Research and Development; Product Launch; Commercialization; Consumer Behavior; Customer Focus and Relationships; Performance Evaluation; Pharmaceutical Industry

November 1996 (Revised December 1996)
Case

Rogers Communications, Inc.: The Wave

By: John A. Deighton, Karsten Voermann and Reginal Gilyard

Rogers Communications, Inc., Canada's largest cable television provider, is deciding how it should respond to developments that appear to portend the convergence of its industry with the computing and telecommunications industries. In particular, it is investigating... View Details

Keywords: Decisions; Innovation and Invention; Marketing Strategy; Market Entry and Exit; Internet and the Web; Mobile and Wireless Technology; Consumer Behavior; Technology Adoption; Telecommunications Industry; Canada

01 Jun 2017
News

The Exchange: Venture Forth

the IBMs or the RCAs of the world to continue to create innovations and job opportunities. Think about the number of firms that wouldn’t be here and the number of technologies that wouldn’t be here without venture capital. The innovation that affects View Details

Keywords: April White

01 Jun 2009
News

Crisis and Creativity

fundamental decisions for any business: where to play, how to deliver, and how to win. Where to Play. Entrepreneurs must target downturn needs such as superior value relative to existing players or provide good substitutes for the necessities that View Details

Keywords: Bhaskar Chakravorti

09 Feb 2010
First Look

First Look: Feb. 9

Author:Julio J. Rotemberg Publication:In Policymaking Insights from Behavioral Economics. Boston: Federal Reserve Bank of Boston, 2009 Abstract This paper starts by discussing consumers' cognitive and emotional reaction to posted prices.... View Details

Keywords: Martha Lagace

01 Jun 2007
News

James McKenney Remembered

consumers and the grocery industry. An avid fly fisherman, McKenney loved the outdoors. “His second home, in Montana, was part of a large working cattle ranch, and at times my father was actively involved in running it,” his son William... View Details

Keywords: Information

Article

Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

By: Thales S. Teixeira, Michel Wedel and Rik Pieters

We develop a conceptual framework for understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this... View Details

Keywords: Advertising; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Consumer Behavior; Mathematical Methods

Find at Harvard

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September 2014 (Revised March 2015)
Case

Managing Multi-Media Audiences at WHDH (Boston)

By: Thales Teixeira and V. Kasturi Rangan

WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use... View Details

Keywords: Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Internet and the Web; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Digital Marketing; Television Entertainment; Media and Broadcasting Industry; Boston

January 2003 (Revised September 2007)
Background Note

A Note on Racing to Acquire Customers

By: Thomas R. Eisenmann

Examines factors that motivate a firm's race to acquire customers in newly emerging markets and explores conditions under which racing strategies are likely to yield attractive returns. Provides a definition of racing behavior, introduces the notion of an optimal level... View Details

Keywords: Customers; Price Bubble; Network Effects; Emerging Markets; Market Entry and Exit; Behavior; Competition