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  • 31 May 2007
  • Working Paper Summaries

Extremeness Seeking: When and Why Consumers Prefer the Extremes

Keywords: by John T. Gourville & Dilip Soman
  • 01 Nov 1999
  • Research & Ideas

John H. Patterson and the Sales Strategy of the National Cash Register Company, 1884 to 1922

rules of salesmanship at N.C.R. was the ability to demonstrate "sympathy [toward] ... the business and interests of the P.P. [or "Probable Purchaser"] and sincerity in presenting [the] machines to the P.P " These were skills to be honed. After an... View Details
Keywords: by Walter A. Friedman
  • 05 Feb 2009
  • Research & Ideas

In Praise of Marketing

through the marketing ranks is much higher in the United States than Europe. The marketers at Wal-Mart, Google, and Lenovo are in the best tradition of Henry Ford and his Model T. They seek to democratize access to their products View Details
Keywords: by John Quelch; Advertising
  • April 2001
  • Article

Beyond Talent: John Irving and the Passionate Craft of Creativity

By: T. M. Amabile
Although laypeople and creativity theorists often make the assumption that individual creativity depends primarily on talent, there is considerable evidence that hard work and intrinsic motivation-which can be supported or undermined by the social environment-also play... View Details
Keywords: Creativity; Performance; Performance Improvement; Motivation and Incentives; Personal Characteristics; Situation or Environment
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  • 22 Jan 2001
  • Research & Ideas

Control Your Inventory in a World of Lean Retailing

perspective of actual consumer buying patterns, a blazer in an atypical size actually has more in common with a fashion-driven product than with the same style jacket in a popular size. For example, sales for 46-regular, one of the most popular sizes, vary only View Details
Keywords: by Frederick H. Abernathy, John T. Dunlop, Janice H. Hammond & David Weil; Consumer Products
  • 07 Aug 2012
  • Research & Ideas

Off and Running: Professors Comment on Olympics

whose excitement lasts only for days? John T. Gourville, Albert J. Weatherhead, Jr. Professor of Business Administration and an expert on consumer behavior, pricing, and innovation. The blog below, cowritten... View Details
Keywords: Re: Multiple Faculty; Sports
  • 18 Oct 2016
  • Op-Ed

Why Business Should Invest in Community Health

improve health in their communities. The business case for investing in community health is compelling, especially for companies that depend on communities for workers and customers. Sick and absent workers cost American firms some $225 billion annually. Now a study... View Details
Keywords: by John Quelch, Howard Koh, and Pamela Yatsko; Health
  • 23 Apr 2012
  • Research & Ideas

How to Brand a Next-Generation Product

notice a new name.” Like Apple, most consumer-centric companies deal with the dilemma of how to brand the next- generation of an existing product. Product upgrades make up the majority of corporate research and development activity. That's why Harvard Business School... View Details
Keywords: by Carmen Nobel
  • 28 Jun 2004
  • Research & Ideas

How to Avoid a Price Increase

quantity than raise prices, conclude Harvard Business School marketing professor John Gourville and University of Texas professor Jonathan Koehler. They recently published their findings in a working paper,... View Details
Keywords: by Manda Salls
  • 02 Oct 2000
  • Research & Ideas

Networked Incubators: Hothouses of the New Economy

actually needed them, allowing the start-ups to take advantage of them quickly. Second, the networking leads to preferential access, not preferential treatment—a subtle but crucial distinction. Preferential access means being able to call a meeting and receive the full... View Details
Keywords: by Morten T. Hansen, Henry W. Chesbrough, Nitin Nohria & Donald N. Sull
  • 29 May 2007
  • First Look

First Look: May 29, 2007

  Working PapersLeading and Creating Collaboration in Decentralized Organizations Authors:Heather M. Caruso, Todd Rogers, and Max Bazerman Download the paper: http://www.hbs.edu/research/pdf/07-090.pdf Extremeness Seeking: When and Why Consumers Prefer the Extremes... View Details
Keywords: Martha Lagace
  • 17 Feb 2010
  • First Look

First Look: Feb. 17

critiques of prior work on ads as signals; namely, that ad content is irrelevant, ad exposure is unnecessary, and the choice of ads as signals is inherently arbitrary. The Consumer Psychology of Mail-in Rebates Authors:John T. View Details
Keywords: Martha Lagace
  • 31 May 2016
  • First Look

May 31, 2016

have a higher probability of walking by the clinic for reasons other than vaccination. Method: We obtained data from an employer with a free workplace influenza vaccination clinic. Using each employee’s building entry/exit swipe card... View Details
Keywords: Sean Silverthorne
  • 06 Sep 2005
  • Research & Ideas

When Product Variety Backfires

slightly different than the other? It's enough to give a shopper, well, a headache. The belief that variety is good "is not always true," argues Harvard Business School professor John Gourville in... View Details
Keywords: by Poping Lin; Consumer Products
  • 07 Mar 2017
  • First Look

First Look at New Research, March 7

these dynamics has been constrained by fragmentation within relevant management research. In this paper, we clarify and describe two narratives that have emerged within past and current research on growth and the internal organization.... View Details
Keywords: Sean Silverthorne
  • 30 Sep 2002
  • Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

Buyers are more apt to use a product right after they purchase it, a fact you need to ponder as you consider how to keep customers coming back for more. In this e-mail interview with HBS Working Knowledge's Manda Mahoney, Harvard Business School professor View Details
Keywords: by Manda Mahoney
  • 12 Jun 2012
  • First Look

First Look: June 12

  PublicationsPricing to Create Shared Value Authors:Marco Bertini and John T. Gourville Publication:Harvard Business Review 90, no. 6 (June 2012) Abstract Many companies are... View Details
Keywords: Sean Silverthorne
  • 11 Nov 2014
  • First Look

First Look: November 11

implementing a national evaluation system of green GDP, and before forming the system complexity model, the easiest issues first can be taken to establish the evaluation system of economic, environmental, and social responsibility respectively, which will be integrated... View Details
Keywords: Sean Silverthorne
  • 23 Oct 2006
  • Research & Ideas

Will the “Long Tail” Work for Hollywood?

video via Amazon—but does that create the best environment for the consumer? Research on "overchoice" by HBS professor John Gourville has shown that people can be so... View Details
Keywords: by Julia Hanna; Entertainment & Recreation
  • 16 Mar 2020
  • Research & Ideas

How the Coronavirus Is Already Rewriting the Future of Business

organize and the invitations you accept. There still may not be enough time to go around, but by resetting your collaboration patterns, you can make the most of the time you spend 'at work.' Jeffrey T.... View Details
Keywords: by Dina Gerdeman

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