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  • 14 Jul 2014
  • Research & Ideas

Pay Attention To Your ‘Extreme Consumers’

typical consumers think. That's fine if you only want to keep making incremental improvements to your products, says Jill Avery, senior lecturer at Harvard Business School and a former brand manager at Gillette, Samuel Adams, and... View Details
Keywords: by Michael Blanding
  • Person Page

Full Biography

By: Rohit Deshpande

Rohit Deshpandé is Sebastian S. Kresge Professor of Marketing at Harvard Business Schoolwhere he currently teaches in the Owner/President Management Program and in other executive education offerings. He has also taught global branding, international marketing, and... View Details

  • November 2020 (Revised July 2022)
  • Case

Dell Technologies: Bringing the Cloud to the Ground

By: Navid Mojir and V. Kasturi Rangan
The case tells the story of Dell Technologies and its efforts to revitalize its value proposition and escape a commodity trap by acquiring EMC for $67 billion—the largest tech acquisition in history. It also shows the deeply intertwined connections between a company’s... View Details
Keywords: Value Proposition; Go-to-market; Strategic Positioning; Mergers and Acquisitions; Business Strategy; Marketing Strategy; Technological Innovation; Business Divisions; Information Technology Industry; Computer Industry
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  • 09 Dec 2002
  • Research & Ideas

Unilever—A Case Study

animal feeds. In Europe, its food business spanned all stages of the industry, from fishing fleets to retail shops. Among its range of ancillary services were shipping, paper, packaging, plastics, and advertising and View Details
Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail
  • 28 Nov 2007
  • Research & Ideas

B2B Branding: Does it Work?

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is... View Details
Keywords: by John Quelch; Consumer Products

    Jeffrey F. Rayport

    Jeffrey F Rayport is a faculty member in the Entrepreneurial Management Unit at Harvard Business School, where he teaches in the School’s MBA and Executive Education Programs and on HBS Online. His primary focus in teaching and research is growth-stage technology... View Details

      Maren Hoff

      Maren Hoff is an Assistant Professor in the Marketing Unit at Harvard Business School.

      Professor Hoff studies how cultural change shapes consumer behavior and marketplace trends. Her research examines how and why tastes, styles, and products change in... View Details

      • 02 Jan 2024
      • Research & Ideas

      10 Trends to Watch in 2024

      The lightning-fast ascent of generative AI isn’t the only sea change on the horizon for businesses in the new year. The global economy is in flux as war, climate change, trade issues, and infrastructure problems demand attention. Many companies continue to struggle to... View Details
      Keywords: by Rachel Layne

        Scott Duke Kominers

        Scott Duke Kominers is a Professor of Business Administration in the Entrepreneurial Management Unit; as well as a Faculty Affiliate of the View Details

        • October 2016
        • Case

        Turkasset: Bringing Customer-Centricity to Debt Collection

        By: Dennis Campbell and Gamze Yucaoglu
        In December 2014, in preparation for the year-end board presentation, Hilmi Guvenal (PMD 1993), shareholder and CEO of Turkasset, and Ilker Yoney, COO, sat down to discuss Turkasset’s five- and ten-year strategic plans. Since taking leadership of the company in 2009,... View Details
        Keywords: Customer Satisfaction; Customer Experience; Customer Service; Customer-centric; Emerging Market; Customer Focus; Employee Empowerment; Employee Engagement; Employee Training; Staffing; Operations Management; Quality Management; Service Management; Service Quality; Continuous Improvement; Turkasset; Collections Agency; NPL; Call Center; Financial Services; Borrowing and Debt; Customer Focus and Relationships; Organizational Culture; Operations; Management; Service Operations; Quality; Competitive Advantage; Cost vs Benefits; Financial Services Industry; Turkey
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        • March 2006
        • Course Overview Note

        Consumer Marketing: Rethinking the Core

        By: Youngme E. Moon
        Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms... View Details
        Keywords: Marketing; Consumer Behavior
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        • January 2024
        • Case

        Vibrant Health

        By: Henry McGee and Sarah Mehta
        This case is about nutritional supplements company Vibrant Health, among the 100 largest Black-owned businesses in the U.S. After acquiring the company from its white founder in 2007, co-owners Ted and Paige Parker significantly grew its sales. Set in September 2023,... View Details
        Keywords: Business Ventures; Race; Entrepreneurship; Nutrition; Ownership; Business Strategy; Growth and Development Strategy; Leadership; Sales; Food and Beverage Industry; Health Industry; Eastern United States
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        • 12 Feb 2007
        • Lessons from the Classroom

        ‘UpTick’ Brings Wall Street Pressure to Students

        In a Harvard Business School classroom, students in the Dynamic Markets class may have one minute to make a decision in a pressure cooker one called "the most stress I've experienced in ten years."... View Details
        Keywords: by Julia Hanna; Financial Services; Education
        • July 2020
        • Teaching Note

        Shindigz

        By: Frank Cespedes
        Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded... View Details
        Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Distribution Channels; Brands and Branding; E-commerce; Consumer Products Industry
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        • 20 Mar 2000
        • Research & Ideas

        Incubators: The New Venture Capitalists?

        Move over, venture cap. There's a new kid on the block. It's the business incubator, and it has the potential to remake the way businesses are launched in the Internet economy. Incubators are not really new,... View Details
        Keywords: by Kenneth Liss

          Michael E. Porter

          Michael Porter is an economist, researcher, author, advisor, speaker and teacher. Throughout his career at Harvard Business School, he has brought economic theory and strategy concepts to bear on many of the most challenging problems facing corporations, economies... View Details

          Keywords: biotechnology; e-commerce industry; health care; information; information technology industry; internet; nonprofit industry; service industry; state government

            Christopher A. Bartlett

            Professor Christopher A. Bartlett received an economics degree from the University of Queensland, Australia (1964), and both the masters and doctorate degrees in business administration from Harvard University (1971 and 1979). 

            As a practicing manager prior... View Details

            Keywords: consulting; health care; management consulting; manufacturing; medical supplies; wine

              Joshua R. Schwartzstein

              Joshua Schwartzstein is a Professor of Business Administration in the Negotiation, Organizations & Markets Unit. 

              Professor Schwartzstein is a behavioral economist who focuses on incorporating psychologically realistic assumptions about... View Details

              • February 2001 (Revised June 2001)
              • Case

              ClubTools, Inc.

              By: Paul W. Marshall and Kristin Perry
              Discusses the development of an Internet start-up by a recent HBS graduate. Details the company's business plan, incubation, technology development, marketing strategy, and search for funding. View Details
              Keywords: Business Startups; Business Plan; Cash Flow; Marketing Strategy; Financing and Loans; Technological Innovation; Internet and the Web; Forecasting and Prediction
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              • July 2007 (Revised February 2010)
              • Case

              Saffronart.com: Bidding for Success

              By: Mukti Khaire and R. Daniel Wadhwani
              Saffronart, a five-year-old online art auction company, leads the market for modern Indian art and now faces competitors in the market it created. Established in 2000 by the wife-and-husband team of Minal and Dinesh Vazirani, Saffronart.com is an innovative online... View Details
              Keywords: Arts; Business Startups; Entrepreneurship; Auctions; Industry Growth; Competition; Online Technology; Fine Arts Industry; India
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