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

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January 2009 (Revised July 2009)
Case

Alibaba's Taobao (A)

By: Felix Oberholzer-Gee and Julie M. Wulf

This case examines the decision of Alibaba Group to diversify from an international business-to-business (B2B) exchange (Alibaba.com) into a B2C and C2C exchange (Taobao.com) for Chinese retailers and consumers. In China, Taobao had managed to displace the once... View Details

Keywords: Business Model; Demand and Consumers; Market Transactions; Service Operations; Diversification; Internet and the Web; China

August 2019 (Revised April 2021)
Case

Zillow Offers: Winning Online Real Estate 2.0

By: Luis Viceira, Marco Di Maggio and Allison Ciechanover

Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically... View Details

Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Information Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media and Broadcasting Industry; United States

2019
Working Paper

Collusive Investments in Technological Compatibility: Lessons from U.S. Railroads in the Late 19th Century

By: Daniel P. Gross

Collusion is widely condemned for its negative effects on consumer welfare and market efficiency. In this paper, I show that collusion may also in some cases facilitate the creation of unexpected new sources of value. I bring this possibility into focus through the... View Details

Keywords: Collusion; Compatibility; Railroads; Rail Transportation; Standards; Integration; Trade; History; United States

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

March 1995 (Revised March 2001)
Case

The Black & Decker Corporation (A): Power Tools Division

By: Robert J. Dolan

Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. View Details

Keywords: Brands and Branding; Product Positioning; Marketing Strategy; Product Launch; Competition; Globalization; Consumer Products Industry; Consumer Products Industry

June 2020
Case

What IKEA Do We Want?

By: Juan Alcácer, Cynthia A. Montgomery, Emilie Billaud and Vincent Dessain

In 2018, Swedish furniture maker IKEA was undergoing a significant transformation. Challenged by the rise of online shopping and changing consumer behavior, and mourning the death of its founder, the Company's top executives knew they had to step out of their comfort... View Details

Keywords: Business Strategy; Transformation; Leading Change; Mission and Purpose; Business Model; Emerging Markets; Customer Focus and Relationships; Organizational Culture; Disruption; Consumer Products Industry; Retail Industry; Europe; Netherlands; Sweden; China; India; United States

2001
Case

Encyclopedia Britannica (B)

By: Vijay Govindarajan and Praveen Kopalle

In response to the threat from Encarta (Microsoft), Encyclopedia Britannica (EBI) published its text on a two-CD set that was offered free to consumers who purchased the print set and charged $995 if the consumer wanted solely to purchase the CD. By 1996, the company... View Details

Keywords: Marketing Strategy; Software; Acquisition; Information Publishing

October 2022 (Revised February 2024)
Case

Masdar City: Aiming for Sustainable and Profitable Real Estate

By: Boris Vallee and Fares Khrais

Masdar City broke ground in 2008 and was conceived by the Abu Dhabi government to be an international beacon of innovation in sustainable energy and real estate. It was also to be a profitable investment for the government. At first glance, the two goals pulled in... View Details

2006
Working Paper

The Value of a 'Free' Customer

By: Sunil Gupta, Carl F. Mela and Jose M. Vidal-Sanz

Central to a firm's growth and marketing policy is the revenus and profit potential of its customer assets. As a result, there has been a recent proliferation of work regarding customer lifetime value. However, extant research in this area is silent regarding how to... View Details

Keywords: Customer Value and Value Chain; Auctions; Network Effects; Business Strategy

2019
Working Paper

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: E-commerce; Online Retailing; Friction; Effor; Search Costs; Price Discrimination; Consumer Behavior; Price; Search Technology

April 2013
Case

Sterling Household Products Company

By: William E. Fruhan and Craig Stephenson

Sterling Household Products manufactures and markets a broad line of consumer goods from laundry soap and cosmetics to cleaning, disinfecting, and sanitizing products. The company has many highly regarded brand names and consistently reports impressive sales and... View Details

01 Feb 2019
HBS Seminar

Xavier Jaravel, London School of Economics

Research Summary

Overview

Professor MacKay combines theory and measurement to deliver new insights about price competition and consumer preferences. In current and published papers, his research addresses how strategic pricing decisions may be influenced by algorithms, long-term contracts,... View Details

Keywords: Price Effects; Competition Policy; Algorithms; Online Competition; Dynamic Pricing; Beliefs; Preferences; Preference Heterogeneity; Preference Measurement; Competition; Microeconomics; Strategy; Integration; Cooperation

August 2014 (Revised December 2015)
Case

Showrooming at Best Buy

By: Thales Teixeira and Elizabeth Anne Watkins

Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics... View Details

Keywords: Competition; Price; Consumer Behavior; Applications and Software; Mobile and Wireless Technology; Retail Industry; Electronics Industry

Research Summary

Overview

By: Rohit Deshpande

Customer Centricity Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high... View Details

winter 2003
Article

Massively Categorical Variables: Revealing the Information in Zip Codes

We introduce the idea of a massively categorical variable, a variable such as zip code that takes on too many values to be treated in the standard manner, and show how to use it directly as explanatory variables in an econometric model. In an application of this... View Details

Keywords: Strategy; Analytics and Data Science; Behavior; Marketing; Standards; Finance

Find at Harvard

26 Oct 2022
Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

suggests that the effect translates to an average of $10,000 over an average six-year-career influencer. “If consumers aren’t perceiving social influencers as trustworthy and authentic, much of their View Details

Keywords: by Kara Baskin; Technology; Media & Broadcasting

2009
Chapter

Behavioral Aspects of Price Setting, and Their Policy Implications

By: Julio J. Rotemberg

This paper starts by discussing consumers' cognitive and emotional reaction to posted prices. Cognitively, some consumers do not appear to make effective use of price information to maximize their consumption-based utility. Emotionally, prices can induce regret and... View Details

Keywords: Inflation and Deflation; Price; Policy; Laws and Statutes; Demand and Consumers; Business and Government Relations

September 1986
Case

BOC Group: Ohmeda (A)

The president of Ohmeda, a wholly owned company of the BOC Group, plans to grow the company's medical equipment sales from $95 million in 1985 to $158 million in five years by focusing on the sale of "high-tech" equipment. At the same time, the president expects to... View Details

Keywords: Marketing Communications; Salesforce Management; Marketing Channels; Medical Devices and Supplies Industry

December 2007 (Revised July 2008)
Case

Montague Corporation: Unfolding the Future in Cycling

Montague has developed a major innovation that creates a new sub-category in the bicycle industry: a full-sized, high-quality bicycle that folds. In contrast to existing small-wheeled folding bicycles that are portable, but with inferior performance characteristics,... View Details

Keywords: Entrepreneurship; Innovation and Invention; Product Positioning; Demand and Consumers; Adoption; Bicycle Industry

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