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  • 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
  • 25 Apr 2017
  • First Look

First Look at New Research, April 25

Economics & Management Strategy Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior By: Prince, Jeffrey, and Shane Greenstein Abstract—The television industry is undergoing a generational shift in... View Details
Keywords: Sean Silverthorne
  • 19 Apr 2010
  • Research & Ideas

The History of Beauty

the consumer products giant Unilever, published some years ago. This company had a long-established business in soap and other toiletries, but spent decades after World War II striving without great success to expand its business into... View Details
Keywords: by Sean Silverthorne; Beauty & Cosmetics
  • 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
  • 06 Dec 2016
  • First Look

December 6, 2016

importance to the American economic past and prompt enduring questions about the relationship of market freedom to human freedom. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=51947 forthcoming Journal of Consumer... View Details
Keywords: Sean Silverthorne
  • 15 Nov 2018
  • Book

Can the Global Food Industry Overcome Public Distrust?

JamesBrey Food is the largest segment of the global economy. It is also widely recognized as more critical for human health than any pharmaceutical drug on the planet. But significant changes in the industry are making people lose trust in many institutions involved in... View Details
Keywords: by Sean Silverthorne; Agriculture & Agribusiness
  • July 2017
  • Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes
The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details
Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Consumer Products Industry; United States
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  • 07 May 2020
  • Research & Ideas

The One Good Thing Caused by COVID-19: Innovation

distancing. New patterns of consumer and worker behavior and expectations have emerged during the first weeks of the crisis. COVID-19 represents a tremendous economic shock and burden. In recent weeks, the focus has begun to shift towards... View Details
Keywords: by Hong Luo and Alberto Galasso
  • 30 Sep 2014
  • First Look

First Look: September 30

and high levels of press freedom. We further demonstrate that suppliers perform better when they serve buyers located in countries where consumers are wealthy and socially conscious. Taken together, these findings suggest the importance... View Details
Keywords: Sean Silverthorne
  • 24 Apr 2018
  • First Look

First Look at New Research and Ideas, April 24, 2018

how they relate to the aforementioned hypothesis. Finally, we offer some concluding remarks regarding this article. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54385 forthcoming Journal of Consumer Research Why Am I... View Details
Keywords: Sean Silverthorne
  • 10 Apr 2018
  • First Look

First Look at New Research, April 10, 2018

consumer tastes, increased competition, and evolving advertising trends and sales channels. Seeing innovation as a key to future success, in 2016 the company established eighteen94 capital, its corporate venture capital arm, which had... View Details
Keywords: Sean Silverthorne
  • 06 Oct 2020
  • Sharpening Your Skills

18 Tips Managers Can Use to Lead Through COVID's Rising Waters

inappropriate ads promoting the brand’s “finger licking good” behavior, many brands quickly turned off existing creative and searched for new brand stories to tell that better reflected the new cultural environment. Consumers largely... View Details
Keywords: by Sean Silverthorne
  • 25 Mar 2019
  • Research & Ideas

The Secret Life of Supply Chains

versus to consumer households. They grouped industries into supply chain versus business-to-consumer (B2C), to find the percentage of outputs in each of these areas. “We find that the supply chain economy is a distinct and large View Details
Keywords: by Michael Blanding; Manufacturing; Service
  • 12 Mar 2013
  • First Look

First Look: March 12

But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to apps to reach customers and engage them. Effective apps will do one... View Details
Keywords: Sean Silverthorne
  • 01 Aug 2017
  • First Look

First Look at New Research and Ideas, August 1

https://www.hbs.edu/faculty/Pages/item.aspx?num=52745 June 28, 2017 Harvard Business Review Patent Trolling Isn’t Dead—It’s Just Moving to Delaware By: Cohen, Lauren, Umit G. Gurun, and Scott Duke Kominers Abstract—No abstract available. Publisher's link:... View Details
Keywords: Sean Silverthorne
  • 06 Jun 2008
  • What Do You Think?

Why Don’t Managers Think Deeply?

recollection of Tony Athos, wrote that "Time-for-thinking is a special moment which can be resource consuming and an unsafe activity " (Fortunately, Athos held a tenured position in an academic organization.) A number of... View Details
Keywords: by Jim Heskett
  • 23 Jun 2008
  • Research & Ideas

Innovative Ways to Encourage Personal Savings

violent shoot-outs. However, there is a host of video games in the casual game segment where shooting is not involved, and the players are more likely to be quite different from the stereotypical gamer. The above research projects, in... View Details
Keywords: by Martha Lagace; Financial Services
  • January 2012 (Revised August 2020)
  • Case

The Swatch Group

By: Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer
In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential... View Details
Keywords: Marketing Strategy; Brands and Branding; Segmentation; Product Positioning; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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  • 29 Aug 2018
  • What Do You Think?

What Should Harley-Davidson’s Management Do?

Harley demographic aging out of the sport the new concepts are a step in the right direction most of all, the product must be right.” Kevin O’Meara agreed, saying that, “the tariffs and the ‘Twitter war’ are masking the true issues (1) Aging View Details
Keywords: by James Heskett; Auto
  • 22 Feb 2021
  • Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

segments and relevant metrics and incentives. Additionally, when market lifecycles are shorter, you must reconstruct sales models more often, and this must be done while the ship is under full sail in an ocean where you don't control the... View Details
Keywords: by Kristen Senz

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