Consumer Behavior - Publications - Faculty & Research

21 Mar 2024
News

OC Alumni Get Clarity on AI; Inequality and Climate Change Explored in DC

consumer needs. “It would be awfully nice to be able to use data and predictive power to get computers to say ‘we recognize this pattern, we’ve seen this before, we should do x instead of y.’ It would get us there faster, more... View Details

Keywords: Margie Kelley

August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

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01 Jun 2016
News

Feedback

This pioneering effort is now a multibillion-dollar industry. —Donn Walklet (MBA 1976) via alumni.hbs.edu Community from Cuisine Re: Doug Duda (MBA 1985) Food is love, and love drives consumer behavior. As the developed world becomes... View Details

2015
Working Paper

Online Word of Mouth and Product Review Disagreement

By: Frank Nagle and Christoph Riedl

Studies of online word of mouth have frequently posited―but never systematically conceptualized and explored―that the level of disagreement between existing product reviews can impact the volume and the valence of future reviews. In this study we develop a theoretical... View Details

Keywords: Online Word Of Mouth; Online Communities; Viral Marketing; Online Product Reviews; Quality; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Social and Collaborative Networks; Digital Marketing; Analytics and Data Science

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28 May 2019
News

Leading Questions

and has worked with dozens of companies, primarily in North America and Europe. Although the team expected their clients would be mainly tech companies, which are typically hungry for data and eager for experimentation, they have drawn interest from a diverse array of... View Details

Keywords: April White

04 Sep 2019
News

In My Humble Opinion: Status Update

team up with partners.” That could mean well-established figures like Taylor Swift and Ariana Grande, in addition to influencers and creators like Huda Kattan, whose show, Huda Boss, streams on Facebook Watch; Kattan can then sell her products directly to View Details

Keywords: Julia Hanna

13 Jan 2015
First Look

First Look: January 13

http://www.routledge.com/books/details/9781138794313/ January 2015 Journal of Economic Behavior & Organization Strategic Disclosure: The Case of Business School Rankings By: Luca, Michael, and Jonathan Smith Abstract—We empirically... View Details

Keywords: Sean Silverthorne

Fast Answer

Government data and information sources for public entrepreneurship

international selection of large cities. Data include costs of goods, rental rates, transportation and incomes. Demographics & View Details

01 Jun 2009
News

The Maestro and the Market

learn about marketing from a business owner who says he doesn’t care whether or not customers like his product? HBS assistant professor Michael Norton’s interest in what motivates seemingly irrational consumer View Details

Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Colleges, Universities, and Professional Schools; Educational Services; Food Services and Drinking Places; Hospitality

February 1991
Background Note

Note on Sealed Bid Auctions

By: David E. Bell

Describes a simple approach to determining an appropriate bid for a sealed bid auction. View Details

Keywords: History; Management Style; Financial Management; Consumer Behavior; Accounting; Bids and Bidding; Decisions; Market Transactions; Decision Choices and Conditions; Competitive Strategy; Negotiation Style; Auctions

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Find at Harvard

01 Sep 2011
News

Coming Full Circle

doctoral degree. “It was made clear that choosing academia requires a great deal of perseverance,” she comments. “It’s a long and difficult transition from being a consumer to a producer of knowledge, but it’s also stimulating and... View Details

Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services

25 Aug 2022
News

Action Plan: Fired Up

indie-music enthusiasts whose lifestyles were in sync with the company’s small, young workforce, he notes, “We didn’t have to wonder what our consumers would like; we shared their passions.” When he accepted the job at the... View Details

Keywords: Deborah Blagg; company culture; barbecue; entertaining; food; marketing; brand

01 Sep 2020
News

Giving Amazon the Boot

When the coronavirus pandemic led many brick-and-mortar retailers to close their doors, consumers turned to online shopping in record numbers—US ecommerce sales rose by 31.8 percent between the first and second quarter of 2020 to $211.5... View Details

Keywords: Lisa Scanlon Mogolov; Miscellaneous Store Retailers; Retail Trade

10 Apr 2014
Blog Post

HBS FIELD 2 - A good sneak-peek into consulting

its way of working: We had to solve a problem in limited time and therefore they made sure that we had access to all the resources we needed. Small meeting with the chief of marketing? Of course! Problems in understanding technology? Let’s ask the relevant engineers.... View Details

Keywords: Consulting

June 2020
Article

Real-time Data from Mobile Platforms to Evaluate Sustainable Transportation Infrastructure

By: Omar Isaac Asensio, Kevin Alvarez, Arielle Dror, Emerson Wenzel, Catharina Hollauer and Sooji Ha

By displacing gasoline and diesel fuels, electric cars and fleets reduce emissions from the transportation sector, thus offering important public health benefits. However, public confidence in the reliability of charging infrastructure remains a fundamental barrier to... View Details

Keywords: Environmental Sustainability; Transportation; Infrastructure; Behavior; AI and Machine Learning; Demand and Consumers

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01 Dec 2014
News

These Walls Can Talk

developers and device makers to build on. Although the industry is still in the process of developing standards so more devices can communicate, technology isn’t the biggest hurdle for SmartThings and competitors like Google-owned Nest and Apple’s HomeKit. “The first... View Details

Keywords: April White

18 Oct 2011
First Look

First Look: October 18

environmentally beneficial functions: it diverts waste from landfill and it produces renewable energy. At the same time, the waste-to-energy firm serves and collects revenue from two types of customers: waste generators who pay for waste disposal service and... View Details

Keywords: Sean Silverthorne

Career Coach

Hillary Mann

Hillary Mann (MBA, Babson ’15; University of Michigan ’04) is a Corporate Relations Director who manages relationships with organizations in Consumer Products, Retail & Luxury Goods, Hospitality, Agribusiness, and Sustainability.... 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

04 Nov 2014
First Look

First Look: November 4

commercial implementations of these practices and then identify their effects on competition. I conclude that Google's tying tactics are suspect under antitrust law. Publisher's link: http://www.benedelman.org/publications/google-tying-2014-10-26.pdf November 2014... View Details

Keywords: Sean Silverthorne

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

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