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- Faculty Publications (126)
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- All HBS Web (340)
- Faculty Publications (126)
- 16 Jun 2020
- Research & Ideas
Your Customers Have Changed. Here's How to Engage Them Again.
services. Firms whose customer demand for their core products and services has decreased need to find new customers for new products and services in segments experiencing steep increases in demand. Thus, Dyson, GM, Ford, Volkswagen, and... View Details
- 01 Oct 2012
- Research & Ideas
Better by the Bundle?
Nintendo, this gives the company a way to separate out segments of consumers—we call this dynamic customer segmentation." Some consumers don't care much about the specific game and will go for the bundle,... View Details
Keywords: by Dina Gerdeman
- Web
Technology & Innovation - Faculty & Research
segments and creating a staggering array of business opportunities and threats. The digitization of tasks and processes has become essential to competition. General Electric, for example, was at risk of losing many of its top customers to... View Details
- 23 Nov 2021
- Research & Ideas
The Vinyl Renaissance: Take Those Old Records Off the Shelf
market, it’s largely because their value extends beyond the use value of the product itself. Meaning: There are other values that the consumer attaches to the product or the experience of using the product that become core. There’s a... View Details
- July 2023
- Case
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
By: Ayelet Israeli and Anne V. Wilson
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details
Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Consumer Products Industry; United States
Israeli, Ayelet, and Anne V. Wilson. "Crocs: Using Community-Centric Marketing to Make Ugly Iconic." Harvard Business School Case 524-006, July 2023.
- 14 Aug 2018
- First Look
First Look at New Research and Ideas, August 14, 2018
and healthy innovation. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54851 in press Management Science Procedural Justice and the Risks of Consumer Voting By: Kim, Tami, Leslie John, Todd Rogers, and Michael I. Norton... View Details
Keywords: by Sean Silverthorne
- 18 May 2022
- Research & Ideas
Are Banks the ‘Bad Guys’? Overdraft Fees Are Crushing Low-Income Customers
serve this less affluent segment of the market. How consumers can protect themselves For consumers, the message is clear: Make sure you know your bank’s policy on how—and when—overdraft fees are charged.... View Details
- 24 Apr 2023
- HBS Case
What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks
two cannabinoids found in marijuana and hemp. Cann distinguished itself by offering only “micro-dose,” or “low-dose,” beverages that appeal to consumers who only want to get mildly “buzzed,” as opposed to “stoners” who seek out heavier... View Details
- Web
Topics - HBS Working Knowledge
Complexity (3) Conflict Management (4) Conflict and Resolution (13) Conflict of Interests (1) Construction (1) Consumer Behavior (173) Contracts (7) Cooperation (3) Cooperative Ownership (1) Copyright (2) Core Relationships (1) Corporate... View Details
- Web
Business History - Faculty & Research
consumers based on new green brand identities. Spring 2014 Article Charting Dynamic Trajectories: Multinational Firms in India By: Prithwiraj Choudhury and Tarun Khanna In this article, we provide a synthesizing framework that we call the... View Details
- February 2025
- Case
Managing Complexity at mymuesli
By: Thomas Graeber and Stacy Straaberg
In April 2009, direct-to-consumer e-commerce muesli brand mymuesli faced a flood of customer questions. The breakfast cereal startup enabled users to order personalized muesli on its website by choosing from 75 organic ingredients for a total of 566 quadrillion... View Details
- 21 Jun 2010
- Research & Ideas
Strategy and Execution for Emerging Markets
therefore focus their research worldwide, not just on the BRICs. “Often the main prize today is the emerging middle class, which aspires to consume world class products at lower price points." -Krishna G. Palepu "We have been studying... View Details
Keywords: by Martha Lagace
- 07 Jul 2015
- First Look
First Look: July 7, 2015
Successful Products for Emerging Markets By: Winter, Amos, and Vijay Govindarajan Abstract—Multinationals are starting to catch on to the logic of reverse innovation, in which products are designed first for consumers in low-income... View Details
Keywords: Sean Silverthorne
- 16 Jul 2020
- Research & Ideas
Restaurant Revolution: How the Industry Is Fighting to Stay Alive
consumers in the dining area. On average, restaurants spend 30 percent of their revenue on labor. With increasing focus on fair wages and legislated wage increases, restaurants may easily exceed that average. Moreover, restaurants spend... View Details
- 16 Apr 2001
- Research & Ideas
Breaking the Code of Change
Theory O change, Scott Paper operated in a highly competitive, cyclical, capital-intensive global industry. Like Champion International, it operated in two different segments of the paper industry and had several businesses in markets... View Details
Keywords: by Michael Beer & Nitin Nohria
- 25 May 2010
- First Look
First Look: May 25
done many novel things to educate the market about the value of premium organic and Fairtrade chocolate, Zotter consolidated its market position within the premium segment of the Austrian market for chocolate. The company only recently... View Details
Keywords: Martha Lagace
- 09 Mar 2003
- Research & Ideas
Six Keys to Building New Markets by Unleashing Disruptive Innovation
voracious consumers of theory. Every plan a manager makes, every action a manager takes, is based on some implicit understanding of what causes what and why. The problem is, managers all too frequently use a one-size-fits-all theory. But... View Details
- 01 Oct 2007
- Research & Ideas
Encouraging Dissent in Decision-Making
notion that a large segment of consumers might prefer automobiles that were safe and fuel-efficient. Coca-Cola ignored evidence that "New Coke" would fizzle and launched it anyway. Companies in the... View Details
Keywords: by Garry Emmons
- 05 Jul 2011
- First Look
First Look: July 5
Working PapersTo Groupon or Not to Groupon: The Profitability of Deep Discounts Authors:Benjamin Edelman, Sonia Jaffe, and Scott Duke Kominers Abstract We examine the profitability and implications of online discount vouchers, a new marketing tool that offers View Details
Keywords: Sean Silverthorne
- November 2023 (Revised April 2025)
- Case
Norse Atlantic Airways
By: Willy Shih
Bjørn Tore Larsen, Norse Atlantic Airways' founder and CEO, hadn't planned to get into the airline business. But when the COVID-19 pandemic depressed the global demand for air travel and the lease rates for jetliners, he realized if ever he was going to get into the... View Details
Keywords: Business Model; Business Startups; Market Entry and Exit; Leasing; Business Strategy; Segmentation; Interest Rates; Air Transportation Industry; Europe; North America; Norway; United Kingdom; United States
Shih, Willy. "Norse Atlantic Airways." Harvard Business School Case 624-034, November 2023. (Revised April 2025.)