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- August 2022
- Article
The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices
By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John
Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits... View Details
- March 2022
- Article
When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms
By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details
- 2021
- Report
The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation
By: John A. Deighton and Leora Kornfeld
This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details
- September 2021
- Comment
Commentary on ‘2019 Academic Marketing Climate Survey: Motivation, Results and Recommendations', by Jeff Galak and Barbara E. Kahn
By: John A. Deighton
This paper reflects on the conclusions of a survey by Galak and Kahn on the climate experienced by faculty of all genders and ethnicities in the marketing departments of US business schools. View Details
- April 2020
- Case
Promoting Land and Nature Jerky
By: John A. Quelch and Katherine B. Hartman
Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine... View Details
- April 2020
- Teaching Note
Promoting Land and Nature Jerky (Brief Case)
By: John A. Quelch and Katherine B. Hartman
Teaching Note for HBS No. 920-563. View Details
- April 2020
- Supplement
Promoting Land and Nature Jerky, Spreadsheet for Instructors (Brief Case)
By: John A. Quelch and Katherine B. Hartman
- April 2020
- Supplement
Promoting Land and Nature Jerky, Spreadsheet for Students (Brief Case)
By: John A. Quelch and Katherine B. Hartman
- August 2019
- Teaching Note
Back to the Roots
By: Elizabeth A. Keenan and Leslie K. John
Email mking@hbs.edu for a courtesy copy.
This Teaching Note explains the theory of the case and teaching plan for the case: Back to the Roots HBS case No. 518-073. Back to the Roots (BTTR) is a start-up with a... View Details
This Teaching Note explains the theory of the case and teaching plan for the case: Back to the Roots HBS case No. 518-073. Back to the Roots (BTTR) is a start-up with a... View Details
- 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
- May 2019
- Case
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)
By: John A. Quelch and Katherine B. Hartman
The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details
- May 2019
- Supplement
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spreadsheet for Instructors (Brief Case)
By: John A. Quelch and Katherine B. Hartman
- May 2019
- Supplement
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Spreadsheet for Students (Brief Case)
By: John A. Quelch and Katherine B. Hartman
- May 2019
- Teaching Note
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative, Teaching Note (Brief Case)
By: John A. Quelch and Katherine B. Hartman
Teaching Note for HBS No. 919-521. View Details
- November 2018
- Case
Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)
By: John A. Quelch and Katherine B. Hartman
Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by... View Details
- November 2018
- Supplement
Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Instructors (Brief Case)
By: John A. Quelch and Katherine B. Hartman
- November 2018
- Supplement
Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Students (Brief Case)
By: John A. Quelch and Katherine B. Hartman
- November 2018
- Teaching Note
Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Teaching Note (Brief Case)
By: John A. Quelch and Katherine B. Hartman
Brief Case Teaching Note for HBS No. 919-513. View Details
- September 2018
- Case
Hunley, Inc.: Casting for Growth
By: John A. Quelch and James T. Kindley
Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's... View Details
- September 2018
- Teaching Note
Hunley, Inc.: Casting for Growth (Brief Case)
By: John A. Quelch and James T. Kindley
Teaching Note for HBS No. 919-501. View Details