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(275)
- News (66)
- Research (165)
- Multimedia (3)
- Faculty Publications (80)
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- 10 Nov 2022
- Research & Ideas
Too Nice to Lead? Unpacking the Gender Stereotype That Holds Women Back
series of experiments led by Harvard Business School Associate Professor Christine Exley show that people generally view women as more generous and equality-minded than men—but actually, men and women have similar behaviors and beliefs... View Details
Keywords: by Shalene Gupta
- 27 Feb 2024
- Research & Ideas
Why Companies Should Share Their DEI Data (Even When It’s Unflattering)
workforce is, says a recent paper by Harvard Business School researchers. Even when a company’s numbers aren’t ideal, their transparency sends the message that they’re trying to change, the HBS authors write. “There’s definitely a... View Details
Keywords: by Shalene Gupta
- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation BTS. Created View Details
- 21 Sep 2022
- Research & Ideas
You Don’t Have to Quit Your Job to Find More Meaning in Life
contribution condition, she ate by herself at night. About 74 percent of participants found Ariana’s life meaningful when she didn’t enjoy her job but contributed to society, and 90 percent found her life meaningful when she enjoyed her... View Details
Keywords: by Shalene Gupta
- 04 Aug 2021
- Research & Ideas
Worried About the Great Resignation? Be a Good Company to Come From
your company is a badge of honor on someone’s resume, when employees eventually want to leave, plenty of others will want to fill their place. This article originally appeared on LinkedIn. Follow Sandra J. Sucher and Shalene View Details
Keywords: by Sandra J. Sucher and Shalene Gupta
- 20 Jan 2022
- Op-Ed
3 Steps to Help Companies Rebuild Trust During the Pandemic
rebuilt successfully, it can come back even stronger. Sandra J. Sucher is the MBA Class of 1966 Professor of Management Practice at Harvard Business School and served as vice president of corporate quality at Fidelity Investments, where she worked for 12 years. View Details
Keywords: by Sandra J. Sucher and Shalene Gupta
- 07 Jul 2021
- Book
Good News for Disgraced Companies: You Can Regain Trust
The Power of Trust: How Companies Build It, Lose It, Regain It Sandra J. Sucher and Shalene Gupta Impact: Our Actions Speak We want to know companies operate from well-intentioned motives. However, that... View Details
Keywords: by Lane Lambert
- 12 Mar 2008
- Working Paper Summaries
Allocating Marketing Resources
Keywords: by Sunil Gupta & Thomas J. Steenburgh
- 10 Oct 2013
- Working Paper Summaries
Managing Churn to Maximize Profits
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- 21 May 2009
- Working Paper Summaries
Do Friends Influence Purchases in a Social Network?
- April 2021
- Teaching Note
Drinkworks: Home Bar by Keurig
By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Consumer Products Industry; North and Central America; United States
- 22 Jan 2014
- Working Paper Summaries
Separating Homophily and Peer Influence with Latent Space
- 11 Nov 2013
- Research & Ideas
A Smarter Way to Reduce Customer Defections
Companies spend significant sums to acquire customers. Once hooked, marketers protect those investments by attempting to keep patrons happy, engaged, and most of all, loyal. Reducing customer attrition, or "churn" in marketing parlance,... View Details
- 28 Oct 2015
- Research & Ideas
A Dedication to Creation: India's Ad Man Ranjan Kapur
One day in 1966 while Ranjan Kapur was walking in midtown Manhattan, a black limo pulled up alongside. A man he instantly recognized as advertising icon David Ogilvy, founder of the agency where Kapur had recently been hired, stepped out and greeted him View Details
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
combined with more sophisticated methods of analyzing it, provide managers with powerful tools to help them isolate the effects of various marketing instruments. The framework developed by Gupta and... View Details
Keywords: by Sean Silverthorne
- 07 Mar 2007
- Research & Ideas
How Do You Value a “Free” Customer?
research is starting to look at customers whose value is not as readily apparent, and where CLV calculations break down. In a recent working paper, Harvard Business School professor Sunil Gupta calls them "free" customers—think... View Details
- 2021
- Book
The Power of Trust: How Companies Build It, Lose It, Regain It
By: Sandra J. Sucher and Shalene Gupta
Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant, with a devastating impact on a company’s market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees,... View Details
Keywords: Power; Corporate Culture; Future Of Work; Innovation; Technology Strategy; Automation; Stakeholder Engagement; Employee Attitude; Customer Behavior; Shareholder Value; Government And Business; Impact Investing; Corporate Change And Sustainability; Trust; Power and Influence; Globalization; Leadership; Organizational Culture; Innovation and Invention; Human Resources; Information Technology; Strategy; Corporate Accountability; Asia; Europe; South America; Middle East; North and Central America
Sucher, Sandra J., and Shalene Gupta. The Power of Trust: How Companies Build It, Lose It, Regain It. New York: PublicAffairs, 2021.
- November 2020
- Case
Axis My India
By: Ananth Raman, Ann Winslow and Kairavi Dey
Pradeep Gupta founded Axis My India (AMI) as a printing and publishing company in 1998. In 2013, AMI expanded into consumer research and election forecasting. Although a relatively unknown entity, AMI predicted several election results accurately. Gupta describes AMI’s... View Details
Keywords: Market Research; Operations; Management; Infrastructure; Logistics; Service Operations; Political Elections; Forecasting and Prediction; Asia; India
Raman, Ananth, Ann Winslow, and Kairavi Dey. "Axis My India." Harvard Business School Case 621-075, November 2020.
- January 20, 2022
- Article
3 Steps to Help Companies Rebuild Trust During the Pandemic
By: Sandra J. Sucher and Shalene Gupta
Many workers feel battered and distrustful after almost two years of COVID-19 instability. But it's not too late for managers—even those who made damaging missteps—to repair these relationships, say Sandra Sucher and Shalene Gupta. View Details
Sucher, Sandra J., and Shalene Gupta. "3 Steps to Help Companies Rebuild Trust During the Pandemic." Harvard Business School Working Knowledge (January 20, 2022).