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- All HBS Web
(2,623)
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- Research (1,757)
- Events (19)
- Multimedia (18)
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- 16 Aug 2010
- Lessons from the Classroom
HBS Introduces Marketing Analysis Tools for Managers
purchasing life. The CLV formula incorporates metrics that capture the outputs of three key customer strategies that firms employ: asset acquisition (attracting new customers to the firm); asset maximization (maximizing the value the firm... View Details
Keywords: by Sarah Jane Gilbert
- 16 Feb 2004
- Research & Ideas
Marketing Wine to the World
level. While the wineries may not like these changes, and the small retail shops may find the competition daunting, many consumers seem to be benefiting from these changes. After all, they can purchase quality wines at much lower prices,... View Details
- 09 Jul 2008
- Research & Ideas
Starbucks’ Lessons for Premium Brands
increase purchase frequency in his or her neighborhood one customer at a time. That store manager's efforts are undercut when additional stores are opened nearby. Eventually, the point of saturation is reached and cannibalization of... View Details
- 30 Jan 2006
- HBS Case
The Case of the Mystery Writer’s Brand
Patterson, and book clubs. In nineteenth-century agricultural marketing, farmers transported their crops to market and waited for people to buy them, much as the publishing industry today ships books to stores and waits for customers to View Details
- 29 Jul 2002
- Research & Ideas
Get Off the Dime!
Buffalo. We would use the same basic steps to purchase a pen, generator, or a hammer. The point was to use new technology to take advantage of economies of scale. The executive committee for our company met one month to discuss changes... View Details
Keywords: by John P. Kotter & Dan S. Cohen
- 26 Aug 2009
- Op-Ed
Where Cash for Clunkers Ran Off the Road
short-term incentive programs designed to shape consumer purchase behavior. It has no experience in such initiatives and proved itself incapable of forecasting demand associated with different incentive levels. And the auto industry... View Details
- 19 Mar 2008
- Research & Ideas
Finding Success in the Middle of the Market
provider of premium-priced products tailored to a particular customer segment, or you have to shoot for scale, using low prices and volume purchasing to attract a mass market and drive down your cost structure. Midfield has been... View Details
- 20 Dec 2018
- Research & Ideas
Most Popular Stories and Research Papers of 2018
decisions and shipping policies in determining purchase outcomes and profits. Consumers are less sensitive to shipping fees than to product prices, but free shipping for orders above the minimum is a strong motivator for increasing... View Details
Keywords: by Sean Silverthorne
- 05 Dec 2007
- Sharpening Your Skills
Sharpening Your Skills: Managing Marketing
they produce complementary effects that overcome the losses from cannibalization in the long run. The findings suggest that underlying consumer shopping behavior drives this result. The opening of a retail store may induce some existing direct channel customers to... View Details
- 09 Feb 2018
- Research & Ideas
Big Hits: The Best of the 2018 Super Bowl Ads
audience’s attention and empathy, but that failed to offer a compelling reason to believe in and purchase the product. A notable exception was an ad for E-Trade that deftly used many Americans’ post-Great Recession concerns about the... View Details
- 26 May 2009
- Research & Ideas
Improving Market Research in a Recession
judgments are changing, modest expenditures on copy research can prevent blowing much more money on ineffective messaging. Adding a few questions to standard tracking studies is a low-cost way to shed light on changes in customer attitudes and View Details
Keywords: by John Quelch
- 08 Jul 2002
- Research & Ideas
How to Fashion Your New E-Business Model
customers, individual consumers—the actual end users—are often located inside the customer firm: This can create a two-stage adoption cycle—first the business must decide to purchase a product or service and then individuals must decide... View Details
Keywords: by Lynda M. Applegate
- 07 Mar 2000
- Research & Ideas
Putting Health Care Consumers in the Driver’s Seat
U.S. consumers more power over decisions related to health care. Those who advocate consumer-driven health care—including conference chair Professor Regina E. Herzlinger—believe that shifting control of health-care purchasing decisions... View Details
- 07 Dec 1999
- Research & Ideas
Henry Heinz and Brand Creation in the Late Nineteenth Century
demand for pure, savory condiments and sauces was enormous. In thinking through the possible appeal of his offerings, Heinz had no quantitative information on contemporary purchasing power. He did not know in the 1870s that real per... View Details
Keywords: by Nancy F. Koehn
- 04 Jun 2014
- What Do You Think?
Does Internet Technology Threaten Brand Loyalty?
There are two predominant sides to the discussion of this question. One is that the amount of information about products and services is becoming so voluminous that it will lead to increased consumer confusion. As a result, the use of surrogates (such as brands) in our... View Details
- 17 Jun 2019
- Research & Ideas
What Hospitals Must Learn to Compete
purchasing health plans start to demand something different, which in turn is going to require insurers to deliver a product that is more focused on what patients need. Hopefully, that also pressures providers to provide high quality care... View Details
- 04 May 2009
- Research & Ideas
What’s Next for the Big Financial Brands
retail investor pain points is perfect for the recession. In one recent ad, a consumer says: "I've got a lot less cash and a lot more questions." The voiceover then invites the consumer to "Talk to Chuck." Investors are also searching around longer... View Details
- 11 Dec 2006
- Research & Ideas
Fixing Price Tag Confusion
form a holistic judgment of the Apple experience. Q: A paradox you mention with partitioned prices is that while consumers are presented with more information on which to make a purchase decision, they sometimes give excess weight to... View Details
- 24 Jul 2000
- Research & Ideas
Global Brands: Connecting With Consumers Across Boundaries
different ways to access information, spend one's leisure time, and purchase goods and services. According to Wagner, "We're living in the time of the experience economy; we need to turn everything into an adventure, with an emphasis... View Details
Keywords: by James E. Aisner
- 23 Feb 2021
- Research & Ideas
COVID-19 Shines New Light on Working Conditions in Supply Chains
purchase in their contracts, and also by having the brand’s staff or a third party audit these supplier factories to check. Kost: Do you think that consumers are aware of the working conditions among the suppliers for their favorite... View Details