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- All HBS Web
(370)
- People (1)
- News (137)
- Research (151)
- Events (1)
- Multimedia (5)
- Faculty Publications (70)
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- 2018
- Working Paper
Learning to Become a Taste Expert
By: Kathryn A. Latour and John A. Deighton
Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors... View Details
Keywords: Hedonic; Wine; Expertise; Holistic; Analytic; Sensory; Taste; Learning; Experience and Expertise; Analysis; Perception
Latour, Kathryn A., and John A. Deighton. "Learning to Become a Taste Expert." Harvard Business School Working Paper, No. 18-107, June 2018.
- July 2008 (Revised March 2009)
- Case
elBulli: The Taste of Innovation
By: Michael I. Norton, Julian Villanueva and Luc Wathieu
Ferran Adrià, chef at elBulli, the highest-ranked restaurant in the world for two consecutive years, faces two related decisions. First, Adrià and his team must continue to develop new and different dishes for the ground-breaking cuisine at elBulli to guarantee a... View Details
Keywords: Innovation and Invention; Growth and Development Strategy; Marketing Strategy; Creativity; Food and Beverage Industry; Spain
Norton, Michael I., Julian Villanueva, and Luc Wathieu. "elBulli: The Taste of Innovation." Harvard Business School Case 509-015, July 2008. (Revised March 2009.) (Also available in Spanish: 509S01-PDF-SPA.)
- June 2019
- Article
Learning to Become a Taste Expert
By: Kathryn A. Latour and John A. Deighton
Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming expert center on cultivating an analytic mindset. In the present research the authors explore... View Details
Latour, Kathryn A., and John A. Deighton. "Learning to Become a Taste Expert." Journal of Consumer Research 46, no. 1 (June 2019): 1–19.
- 13 Jun 2018
- Working Paper Summaries
Learning to Become a Taste Expert
- 01 Apr 2002
- News
The Simplest Taste
After combining two names, one from each side of his family, Stanley Marcus (MBA '27) went on to make "Neiman Marcus" a household name. It was a pairing that would prove as successful as the company's "his-and-hers" holiday gift offerings - such as matching camels, or... View Details
- 01 Feb 1999
- News
A Taste of Tradition
In a family-founded business, tradition and values are as ingrained and in-escapable as one's own genetic heritage. Even when such an enterprise becomes a publicly owned and operated corporation, the family's influence can remain an integral part of company culture.... View Details
Keywords: Judith A. Ross
- 9 Dec 2011 - 10 Dec 2011
- Conference Presentation
Taste Contested: The Construction of American Wine Culture, 1967-1976
By: Ai Hisano
This paper examines the role of taste in American consumer society by analyzing how wine came to symbolize sophistication during the 1960s and 1970s. View Details
Hisano, Ai. "Taste Contested: The Construction of American Wine Culture, 1967-1976." Paper presented at the International Conference on Food Studies, Food Studies Knowledge Community, Las Vegas, NV, December 9–10, 2011.
- May 2017 (Revised March 2018)
- Case
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Consumer Products Industry; Fashion Industry; Retail Industry; United States; Canada; North America
Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Case 517-115, May 2017. (Revised March 2018.)
- 2008
- Working Paper
Taste Heterogeneity, IIA, and the Similarity Critique
By: Thomas J. Steenburgh and Andrew Ainslie
The purpose of this paper is to show that allowing for taste heterogeneity does not address the similarity critique of discrete-choice models. Although IIA may technically be broken in aggregate, the mixed logit model allows neither a given individual nor the... View Details
Steenburgh, Thomas J., and Andrew Ainslie. "Taste Heterogeneity, IIA, and the Similarity Critique." Harvard Business School Working Paper, No. 09-049, September 2008.
- November 2017
- Teaching Note
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Brands; Brand ＆ Product Management; Big Data; ＂Marketing Analytics＂; Consumer Behavior; Predictive Analytics; Forecasting; Preferences; Operation Management; Distribution Channels; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Forecasting and Prediction; Data and Data Sets; Retail Industry; Fashion Industry; Apparel and Accessories Industry; United States; North America
- 06 Feb 2009
- News
Tasting the fruits of effective innovation
- March 2009
- Teaching Note
elBulli: The Taste of Innovation (TN)
By: Michael I. Norton, Julian Villanueva and Luc Wathieu
Teaching Note for [509015]. View Details
- February 5, 2009
- Article
Tasting the Fruits of Effective Innovation
By: Ranjay Gulati and Nitin Nohria
Keywords: Innovation and Invention
Gulati, Ranjay, and Nitin Nohria. "Tasting the Fruits of Effective Innovation." Financial Times (February 5, 2009).
- 06 Feb 2009
- News
Tasting the fruits of effective innovation
- 24 Oct 2011
- News
HTC Gets a Taste for Deals
- December 2018
- Article
Some Elements of Peronist Beliefs and Tastes
By: Rafael Di Tella and Juan Dubra
We study the beliefs and values of Peronism. Instead of a comprehensive approach, we focus on three elements. First, we study beliefs and values about the economic system present in Peron’s speeches during the period 1943–1955. Second, given that these beliefs are... View Details
Di Tella, Rafael, and Juan Dubra. "Some Elements of Peronist Beliefs and Tastes." Latin American Economic Review 27, no. 1 (December 2018).
- 04 Nov 2014
- News
Restaurant Food Tastes Better When the Chef Can See You
- April 2003 (Revised September 2005)
- Case
Celebrity Cruises, Inc.: A Taste of Luxury
By: Frances X. Frei, Corey B. Hajim and Christian Hempell
Describes the complex operations of the cruise industry. Positioned between luxury cruise lines and mass market lines, Celebrity struggles to find ways to create customer loyalty and increase profitability. View Details
Frei, Frances X., Corey B. Hajim, and Christian Hempell. "Celebrity Cruises, Inc.: A Taste of Luxury." Harvard Business School Case 603-096, April 2003. (Revised September 2005.)
- March 2006 (Revised April 2008)
- Teaching Note
Celebrity Cruises, Inc.: A Taste of Luxury (TN)
By: Frances X. Frei
Keywords: Tourism Industry
- Web
Bringing a Taste of Japan to the World - Global Activities 2020
Asia Pacific Bringing a Taste of Japan to the World Pictured: Masato Nakamura and Yasu Sasago (both MBA 2020), at far right, with team members at the 2019 pop-up ramen event in Cambridge. For world traveler Yasu Sasago (MBA 2020), being... View Details