Filter Results:
(4,197)
Show Results For
- All HBS Web
(4,197)
- People (8)
- News (611)
- Research (3,138)
- Events (19)
- Multimedia (14)
- Faculty Publications (2,077)
Show Results For
- All HBS Web
(4,197)
- People (8)
- News (611)
- Research (3,138)
- Events (19)
- Multimedia (14)
- Faculty Publications (2,077)
- August 1995 (Revised January 1997)
- Exercise
Consumer Behavior Exercise (D)
By: John A. Deighton and Susan M. Fournier
Students are instructed to interview a recent purchaser of a low-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.,... View Details
Keywords: Consumer Behavior
Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (D)." Harvard Business School Exercise 596-042, August 1995. (Revised January 1997.)
- 05 Jul 2006
- Working Paper Summaries
Measuring Consumer and Competitive Impact with Elasticity Decompositions
- November 2014
- Case
Taryn Rose Launches Dresr: Street Marketing a Luxury Brand
By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details
- September 2016
- Article
History-based versus Uniform Pricing in Growing and Declining Markets
By: Oz Shy, Rune Stenbacka and David Hao Zhang
We analyze the Markov Perfect Equilibria of an infinite-horizon overlapping generations model with consumer lock-in to compare the performance of history-based and uniform pricing in growing and declining markets. Under history-based pricing, firms charge higher prices... View Details
Keywords: History-based Pricing; Introductory Discount; Uniform Pricing; Consumer Lock-in; High Switching Costs; Demand and Consumers; Competition; Price; Market Entry and Exit; Product Marketing
Shy, Oz, Rune Stenbacka, and David Hao Zhang. "History-based versus Uniform Pricing in Growing and Declining Markets." International Journal of Industrial Organization 48 (September 2016): 88–117.
- 24 Dec 2014
- News
Helping businesses understand consumers
Diane Hessan (MBA 1977) helped launch the digital marketing firm Communispace in 2000 to give clients a way to integrate the perspective of their consumers into everything they do. (Published December 2014) View Details
- November 2020
- Teaching Note
DayTwo: Going to Market with Gut Microbiome
By: Ayelet Israeli
Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals.... View Details
Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B Vs. B2C; B2B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
- 2020
- Working Paper
Accounting for Product Impact in the Consumer Finance Industry
By: George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor credit card providers within the consumer finance industry. We design a monetization methodology that allows us to calculate monetary impact estimates... View Details
Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Consumer Finance; Financial Services; Financial Inclusion; Product; Product Design; Product Positioning; Society; Corporate Social Responsibility and Impact; Personal Finance; Credit Cards; Financial Services Industry
Serafeim, George, and Katie Trinh. "Accounting for Product Impact in the Consumer Finance Industry." Harvard Business School Working Paper, No. 21-061, November 2020. (Revised December 2020.)
- 2007
- Working Paper
Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers
By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web
Deighton, John A., and Leora Kornfeld. "Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers." Harvard Business School Working Paper, No. 08-017, September 2007.
- March 2022
- Article
When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms
By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details
Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior
Keenan, Elizabeth A., Anne V. Wilson, and Leslie K. John. "When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms." Marketing Letters 33, no. 1 (March 2022): 31–43.
- January 2004 (Revised August 2005)
- Case
Kikkoman Corporation: Consumer Focused Innovation
By: Rohit Deshpande and Hal Hogan
In May 2003, the president and CEO of Kikkoman Corp. sat in his Tokyo office weighing various options for strengthening the company's long-term growth. Kikkoman was the world's largest producer of soy sauce, largely due to its pioneering role since the 1950s as the... View Details
Keywords: Customer Relationship Management; Innovation Strategy; Marketing Strategy; Product Positioning; Adaptation; Competitive Strategy; Japan
Deshpande, Rohit, and Hal Hogan. "Kikkoman Corporation: Consumer Focused Innovation." Harvard Business School Case 504-067, January 2004. (Revised August 2005.)
- 16 Apr 2018
- Research & Ideas
Can Consumers Be Saved From Their Misguided Decisions?
iStock Consumers make regretable decisions every day, even though easily available information should convince them to do otherwise: Twenty-six percent of consumers choose Advil or other branded headache... View Details
- 18 Mar 2009
- Research & Ideas
Marketing After the Recession
closely to your customers and revise your market segmentation assumptions. Assess your target customers' trust in your brand. Clearly, trust in financial services brands has taken a beating. Many well-known brands like Merrill Lynch will... View Details
- September 2019
- Supplement
Keroche (B): Considering Entry into the Kenyan Beer Market
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and... View Details
Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth and Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (B): Considering Entry into the Kenyan Beer Market." Harvard Business School Supplement 720-391, September 2019.
- 06 Dec 2022
- Research & Ideas
Latest Isn’t Always Greatest: Why Product Updates Capture Consumers
customers.” However, the research team is not suggesting that marketers slap “revised” labels onto products when those products are not in fact substantively different. On the consumer side, the research... View Details
- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia, 217–238. Review of Marketing Research. Emerald Publishing Limited, 2023.
- December 1989
- Case
Giant Effort to Inform Consumers
By: Stephen A. Greyser and Norman Klein
Greyser, Stephen A., and Norman Klein. "Giant Effort to Inform Consumers." Harvard Business School Case 590-068, December 1989.
- 06 Dec 2020
- Working Paper Summaries
'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt
- February 2009 (Revised September 2010)
- Case
JWT China: Advertising for the New Chinese Consumer
By: Elisabeth Koll
This case analyzes the business strategy and expansion of JWT China from the late 1990s to 2008. As part of the world's fourth largest marketing communications network, JWT China grew into one of the largest integrated communications companies in China operating from... View Details
Keywords: Governing Rules, Regulations, and Reforms; Marketing Strategy; Consumer Behavior; Business and Government Relations; Business Strategy; Expansion; Advertising Industry; China
Koll, Elisabeth. "JWT China: Advertising for the New Chinese Consumer." Harvard Business School Case 809-079, February 2009. (Revised September 2010.)
- January 2019
- Case
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.