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(542)
- News (148)
- Research (310)
- Multimedia (22)
- Faculty Publications (235)
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- 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
- 21 May 2009
- Working Paper Summaries
Do Friends Influence Purchases in a Social Network?
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- 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
- 22 Jan 2014
- Working Paper Summaries
Separating Homophily and Peer Influence with Latent Space
- 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
- 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
- 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
- September 2020
- Case
Drinkworks: Home Bar by Keurig
By: Sunil Gupta, Jonathan Levav and Julia Kelley
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 InBev, Drinkworks had developed an... 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
Gupta, Sunil, Jonathan Levav, and Julia Kelley. "Drinkworks: Home Bar by Keurig." Harvard Business School Case 521-010, September 2020.
- 04 Aug 2021
- Research & Ideas
Worried About the Great Resignation? Be a Good Company to Come From
We’re in the middle of a Great Resignation. This past April, 2.7 percent of Americans quit their jobs, the highest rate on record. And according to a study by Microsoft, more than 40 percent of the global workforce would consider leaving... 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
us served as a senior quality officer, found that customers who had experienced a problem that was successfully resolved by Fidelity were more satisfied than customers who had never had a problem with the firm. The key finding: lost trust... View Details
Keywords: by Sandra J. Sucher and Shalene Gupta
- 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
- 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
fascinated by the old British style of operation. And advertising was seen as a glamorous thing” Kapur discusses his years as a developing ad man and eventual executive chairman of O&M India in a new interview with View Details
- 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... View Details
- 06 Jul 2020
- Research & Ideas
The Right Way to Manage Customer Churn for Maximum Profit
responsiveness seems to have an even bigger impact on profitability,” Gupta says. Don’t change customers, change algorithms Applying both factors to data from a European television service company, for example, the researchers were able... View Details
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
allocation such as heuristics, decision rules, and "bottom up" approaches still effective in today's complex marketing environment? To help practicioners answer this question, Harvard Business School professors Sunil View Details
Keywords: by Sean Silverthorne
- 07 Jul 2021
- Book
Good News for Disgraced Companies: You Can Regain Trust
When Facebook failed to protect the privacy of 87 million people whose data was harvested without their consent in 2015, the company not only circumvented data privacy regulations, it breached the public’s trust. And by failing to... View Details
Keywords: by Lane Lambert
- 04 Mar 2016
- Research & Ideas
Is E-commerce at Risk in Apple's Security Dispute with the FBI?
sales each year? Sunil Gupta, the Edward W. Carter Professor of Business Administration at Harvard Business School, recently wrote a case on Apple Pay and the company’s ambitions of convincing consumers to trade in their real wallets in... View Details