Consumer Research - Publications - Faculty & Research

Profile

Yaping Wang

"I wanted a job in an industry instead of a PhD." For more than eight years, Yaping worked for Mars in Beijing, conducting research for product innovation. "I probed for consumer insights,... View Details

Keywords: CPG; Healthcare/Biotech; Retail/Hospitality

17 Mar 2022
Research & Ideas

Navigating Tradeoffs: How Purpose Becomes a Company's ‘Lighthouse in the Storm’

company so dedicated to reinventing agriculture to be more sustainable and less polluting use planet-friendly packaging? It wasn’t an oversight. As founder Viraj Puri recalls, when the company was starting out, his team researched... View Details

Keywords: by Ranjay Gulati

20 Dec 2018
Blog Post

A Time For Opportunity In Food and Agriculture

with the Career and Professional Development office to offer an alumni career panel for MBAs. Five alumni came to campus to share their insights about opportunities in the field. Thirty-five students turned out for learning and networking. Natalie Kindred, the Senior... View Details

2010
Case

Playa Dorado

By: W. Earl Sasser

Playa Dorada Beach & Resort in Boca Raton, Florida, faces a growing seasonal demand for tennis services. The number of guests is expected to double in the next few years, and while the tennis facilities are a popular and well-promoted amenity at the resort, court space... View Details

Keywords: Demand and Consumers; Management Analysis, Tools, and Techniques; Expansion; Planning; Mathematical Methods; Price; Profit; Sales; Operations; Growth and Development Strategy; Marketing; Performance Capacity; Accommodations Industry; Florida

Citation

2011
Working Paper

The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details

Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods

Citation

Read Now

21 Mar 2004
Research & Ideas

Loyalty: Don’t Give Away the Store

you decide to focus your research on the grocery retail business? Rajiv Lal: The programs I see most often are the simple programs where you get a card, and use the card to get promotions. You see these in all types of retail business:... View Details

Keywords: by Manda Salls; Consumer Products; Consumer Products

05 Jan 2009
Research & Ideas

Most Popular Articles and Working Papers 2008

a Harvard Business Review classic, and has just been reissued in book form. We asked Sahlman what he would change if he wrote the article, now a decade old, today. 6. Spending on Happiness Money can't buy you love but it can buy happiness—as long as it's money for... View Details

Keywords: by Staff

Fast Answer

FIELD Global Immersion Resources: Thailand

Where can I find country, industry and market information and news about Thailand? Industry and market research Passport Useful for: consumer-related industry reports across a variety of geographies/countries. To begin, enter... View Details

Fast Answer

FIELD Global Immersion Resources: Taiwan

Where can I find country, industry and market information and news about Taipei to help me with FIELD Global Immersion? Industry and market research Passport Useful for: consumer-related industry reports across a variety of... View Details

Web

Buy Now, Pay Later: Credits

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Introduction Credit in Pre-Industrial Society Credit and the Market Economy: The Rise of... View Details

01 Dec 2008
News

Innovation as P&G’s Key

returns standpoint?” The P&G experience in expanding consumer research in developing countries is especially fascinating for global brand managers. — Sean Silverthorne View Details

Keywords: Sean Silverthorne; Food Manufacturing; Manufacturing; Miscellaneous Manufacturing; Manufacturing

04 Mar 2014
First Look

First Look: March 4

particular context such as a workplace. First explored by pioneering organizational scholars in the 1960s, psychological safety experienced a renaissance starting in the 1990s and continuing to the present. Organizational research has... View Details

Keywords: Sean Silverthorne

01 Dec 2009
News

Noted & Quoted

feel motivated primarily by the interest, enjoyment, satisfaction, and challenge of the work itself and not by external pressures.” — Professor Teresa Amabile, cited in an article noting that her research shows carrots and sticks don’t... View Details

Web

Buy Now, Pay Later: Credit and Charity

Economy: The Rise of Credit Reporting Credit in a Consumer Society Research Links Credits “Monte di pietà, an institution of Christian piety, may licitly charge money for outlays, losses, and even for a... View Details

21 Jul 2003
Research & Ideas

Don’t Get Buried in Customer Data—Use It

and when they buy). "Without capturing what is going on inside customers' minds and hearts, and integrating that information with the factual external experiences, the picture is incomplete," says Doug Grisaffe, chief research... View Details

Keywords: by Jean Ayers

Fast Answer

FIELD Global Immersion Resources: India

Where can I find country, industry and market information and news about India? Industry and market research View Details

15 Nov 2020
News

Global Outposts Expand HBS’s Intellectual Footprint

of Business Administration; Emilie Billaud, assistant director; and Mette Fuglsang Hjortshoej, research associate. The case explores how Unilever, the UK-based consumer goods giant, has implemented an... View Details

15 Feb 2023
Blog Post

Creating Emerging Markets Sustainability Series - Closing the ‘Intention-Action’ Gap

by a recent study of U.S. consumer habits published by researchers at First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania. The study reported how more than... View Details

30 Apr 2001
Research & Ideas

Big Companies, Big Opportunities—Big Questions

financial officer of Grupo Elektra, Latin America's leading specialty retailer and consumer finance company. Global banks are decreasing their positions in Latin America. Last year alone, he said, major banks reduced investments in Latin... View Details

Keywords: by Julie Jette

13 Jul 2011
News

China Boot Camp

itinerary of meetings with policymakers and senior executives of major consumer products, textile, software, energy, microfinance, and banking concerns. The trip offered an intense introduction to the overall issues facing China as well... View Details

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

Publications