Publications

January 1983 (Revised September 1983)
Case

E.T. Phone Home, Inc.: Forecasting Business Demand

By: John F. Cady and Frank V. Cespedes

Describes a process for forecasting market demand for an emerging technology--cellular radio. The student must critically evaluate the demand model and the market estimates, and modify them as appropriate in order to develop a marketing plan and budget. View Details

Keywords: Budgets and Budgeting; Forecasting and Prediction; Marketing Strategy; Demand and Consumers; Business Processes; Technology

Educators

June 2025
Article

Ideation with Generative AI—In Consumer Research and Beyond

By: Julian De Freitas, G. Nave and Stefano Puntoni

The use of large language models (LLMs) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research—remains underexplored. Drawing... View Details

Keywords: Large Language Model; AI and Machine Learning; Creativity; Innovation Strategy

24 Feb 2020
Working Paper Summaries

Recovering Investor Expectations from Demand for Index Funds

Keywords: by Mark Egan, Alexander J. MacKay, and Hanbin Yang

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (C)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g.,... View Details

Keywords: Consumer Behavior

06 Dec 2020
Working Paper Summaries

'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt

Keywords: by Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance, and Michael I. Norton

October 2004
Article

Demand for Portfolio Insurance and Index Option Prices

By: Kaushik Amin, Joshua D. Coval and H. Nejat Seyhun

Keywords: Insurance; Price

24 Jun 2019
Blog Post

Chloe Ho, MBA 2019: Data-Driven and In Demand

on Netflix to personalized healthcare.” As for kicking off her new career post HBS, Ho is excited to be a part of the booming AI revolution that provides not only innumerable consumer benefits, competitive advantage, View Details

Keywords: Technology

28 May 2019
Working Paper Summaries

Labor Market Shocks and the Demand for Trade Protection: Evidence from Online Surveys

Keywords: by Rafael Di Tella and Dani Rodrik

Fast Answer

Consumer demographics

Where do I find data on consumer demographics and buying behavior? You may begin with: Passport provides data and market reports related to View Details

2021
Working Paper

Friends and Family Money: P2P Transfers and Financially Fragile Consumers

By: Tetyana Balyuk and Emily Williams

We assess the impact that real time money transfer technology has on consumer outcomes, particularly during periods of financial fragility. We do this by developing a new data set that documents use of Zelle—the most widely used P2P money transfer technology in the... View Details

Keywords: P2P Money Transfers; Real Time Payments; Fintech; Finance; Information Technology; Personal Finance; Financial Condition

SSRN

July 2021
Article

Outsourcing Tasks Online: Matching Supply and Demand on Peer-to-Peer Internet Platforms

By: Zoë Cullen and Chiara Farronato

We study the growth of online peer-to-peer markets. Using data from TaskRabbit, an expanding marketplace for domestic tasks at the time of our study, we show that growth varies considerably across cities. To disentangle the potential drivers of growth, we look... View Details

Keywords: Two-sided Market; Two-sided Platforms; Peer-to-peer Markets; Platform Strategy; Sharing Economy; Platform Growth; Internet and the Web; Digital Platforms; Strategy; Market Design; Network Effects

June 2002
Article

Intermedia Substitutability and Market Demand by National Advertisers

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt

Keywords: Markets; Advertising

1999
Other Unpublished Work

Demand for and use of Global Account Management

Keywords: Management; Accounting; Global Range

Article

Consumer Price Sensitivity and Price Thresholds

By: Sangman Han, Sunil Gupta and Donald R. Lehmann

Keywords: Customers; Price

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (A)

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 buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the... View Details

Keywords: Consumer Behavior

July 1992
Case

Bank One and Increased Consumer Credit

By: Stephen A. Greyser

Keywords: Credit; Banking Industry

March 2011
Module Note

Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay

By: David J. Collis

This note is designed to provide strategists with tools to perform two critical customer-related analyses: determining willingness to pay — the estimation of how much a given customer would be willing to pay for a particular product or service; and demand estimation —... View Details

Keywords: Price; Demand and Consumers; Competitive Advantage; Management Analysis, Tools, and Techniques; Market Participation; Segmentation