Direct To Consumer Marketing - Publications - Faculty & Research - Harvard Business School

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March 1993 (Revised April 1995)
Case

Singapore

By: Forest L. Reinhardt and Edward Prewitt

Since winning independence in 1965, Singapore achieved some of the world's highest rates of economic growth. A large part of GDP and employment came from direct investment by multinational companies in low-cost assembly work, but in the 1990s Singapore's rising wage... View Details

Keywords: Transition; Decision Choices and Conditions; Development Economics; Economic Growth; Foreign Direct Investment; Multinational Firms and Management; Employment; Wages; Singapore

November 2018 (Revised May 2019)
Case

Almarai Company: Milk and Modernization in the Kingdom of Saudi Arabia

By: Kristin Fabbe, Safwan Al-Amin, Esel Cekin and Natalie Kindred

With SAR 14 billion ($3.7 billion) in 2017 revenues, Almarai was Saudi Arabia’s largest dairy producer, distributor, and marketer, with a large portfolio of branded dairy products, juices, bakery goods, and infant formula and a sales presence across the Gulf region,... View Details

2016
Chapter

Networks and the Macroeconomy: An Empirical Exploration

By: Daron Acemoglu, Ufuk Akcigit and William R. Kerr

The propagation of macroeconomic shocks through input-output and geographic networks can be a powerful driver of macroeconomic fluctuations. We first exposit that in the presence of Cobb-Douglas production functions and consumer preferences, there is a specific pattern... View Details

Keywords: Economic Fluctuations; Geographic Collocation; Input-output Linkages; Propagation; Shocks; Networks; Fluctuation; System Shocks; Macroeconomics

December 2019
Article

The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira

Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even... View Details

Keywords: Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Marketing; Consumer Behavior; Strategy; Price; E-commerce; Retail Industry; Fashion Industry

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2019
Working Paper

Status Pivoting: Coping with Status Threats through Motivated Trade-off Beliefs and Consumption across Domains

By: Dafna Goor, Anat Keinan and Nailya Ordabayeva

Prior research established that status threat leads consumers to display status-related products such as luxury brands. While compensatory consumption in the domain of the status threat (e.g., products associated with financial and professional success) is the most... View Details

Keywords: Status and Position; Luxury; Consumer Behavior

30 May 2023
Research & Ideas

Can AI Predict Whether Shoppers Would Pick Crest or Colgate?

commercially available version of GPT-3 to elicit thousands of simulated customer responses and found that AI can produce demand patterns that resemble those of human studies. “Utilizing this tool, which is in some ways a View Details

Keywords: by Kristen Senz

07 Dec 2022
Blog Post

2022 Climate Symposium: Tackling Climate Together

The theme of the 2022 Annual Climate Symposium was “Tackling Climate Together” with a focus on the intersectionality of climate change and the critical need for businesses, individuals, policy makers, and consumers View Details

November 2022 (Revised March 2024)
Case

Replika AI: Monetizing a Chatbot

By: Julian De Freitas and Nicole Tempest Keller

In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in... View Details

Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry

July 2007 (Revised July 2008)
Case

The Beijing Dream

By: Arthur I Segel, Voon Siang Lee, Jialei Tian and Ying Laura Wang

The purchase of a single-family home is generally the major investment for most young couples in China. Shows in detail the process that a young couple goes through in late April 2007 to find, finance, and close on an apartment in Beijing within what they believe to be... View Details

Keywords: Property; Investment; Cost; Emerging Markets; Financing and Loans; Acquisition; Activity Based Costing and Management; Internet and the Web; Management Practices and Processes; Real Estate Industry; Beijing; United States

October 2000 (Revised March 2001)
Case

BizRate.com

By: Youngme E. Moon

BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details

Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry

May 2017
Case

Four Products: Predicting Diffusion (2017)

By: John Gourville

One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details

Keywords: Diffusion Processes; Product Adoption; Forecasting and Prediction; Product; Product Launch; Marketing

06 Aug 2015
News

New rule could fuel debate over CEO pay

May 2023
Article

Self-Preferencing at Amazon: Evidence from Search Rankings

By: Chiara Farronato, Andrey Fradkin and Alexander MacKay

We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study... View Details

Keywords: Consumer Behavior; E-commerce; Product Positioning; Brands and Branding

05 Jul 2006
Working Paper Summaries

The Framing Effect of Price Format

Keywords: by Marco Bertini & Luc R. Wathieu

June 1998 (Revised December 2006)
Case

Clear Communications Ltd. vs. Telecom Corporation of New Zealand Ltd. (A)

By: Willis M. Emmons III and Martin Calles

Features the challenges facing an entrant in the New Zealand telecommunications market during the period 1989-1994. Clear Communications Ltd. (CCL), a joint venture owned by Bell Canada, MCI, New Zealand Television Corp., and Todd Companies, begins offering long... View Details

Keywords: Market Entry and Exit; Competition; Emerging Markets; Privatization; Monopoly; Mobile and Wireless Technology; Corporate Strategy; Business or Company Management; Expansion; Law; Telecommunications Industry; New Zealand

March 2014 (Revised March 2015)
Case

Samsung Electronics: TV in an Era of Convergence

By: Karim R. Lakhani, Marco Iansiti and Kerry Herman

From the late 1990s to 2006/2007, Samsung Electronics moved from one of 170 TV manufacturers to gain dominant TV market share year over year from 2007-2013. As digital technologies increasingly converged in 2013-2014, the industry faced new questions: What was the... View Details

Keywords: Digital Innovation; Technology; Technology Management; Digital Convergence; Digital Technology; Innovation; Korea; Samsung; Television; Technological Innovation; Information Technology; Innovation and Invention; Innovation Leadership; Innovation and Management; Product Development; Product Design; Electronics Industry; Korean Peninsula; Asia

June 2017
Article

Creating Reciprocal Value Through Operational Transparency

By: Ryan W. Buell, Tami Kim and Chia-Jung Tsay

We investigate whether organizations can create value by introducing visual transparency between consumers and producers. Although operational transparency has been shown to improve consumer perceptions of service value, existing theory posits that increased contact... View Details

Keywords: Operational Transparency; Service Management; Production Management; Organizational Performance; Behavioral Operations; Service Operations; Service Delivery; Consumer Behavior; Labor; Organizational Design; Operations; Service Industry; United States; Kenya

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January 1995 (Revised November 1996)
Case

Avalon Information Services, Inc.

By: Lynn S. Paine and Wilda White

The Privacy Review Committee of Avalon Information Services must decide how to deal with concerns voiced by its retail supermarket customers about the privacy of consumer data collected through Avalon's point-of-sale data collection program. One customer is proposing... View Details

Keywords: Mission and Purpose; Safety; Demand and Consumers; Rights; Analytics and Data Science; Information Technology; Ethics; Information Industry

2007
Working Paper

The 'Fees → Savings' Link, or Purchasing Fifty Pounds of Pasta

By: Michael I. Norton and Leonard Lee

Many consumers have had the experience of entering discount membership clubs to make a few purchases, only to leave with enough pasta to outlast a nuclear winter. We suggest that the presence of membership fees can lead consumers to infer a "fees → savings" link,... View Details

Keywords: Price; Profit; Spending; Consumer Behavior; Retail Industry

08 Aug 2006
Working Paper Summaries

Managing Governments: Unilever in India and Turkey, 1950–1980

Keywords: by Geoffrey G. Jones

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