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Show Results For
-
All HBS Web
(4,138)
- People (8)
- News (585)
- Research (3,031)
- Events (19)
- Multimedia (12)
- Faculty Publications (1,980)
- 2021
- Working Paper
Consumer Choice and Corporate Bankruptcy
By: Samuel Antill and Megan Hunter
Using an incentivized randomized experiment, we estimate the causal effect of a Chapter 11 bankruptcy filing on consumer demand for the bankrupt firm's products. Knowledge of Hertz's Chapter 11 bankruptcy reduces consumers' willingness-to-pay for Hertz by 35%. We show...
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Keywords:
Consumer Choice;
Bankruptcy;
Financial Distress;
Structural Estimation;
Experimental Economics;
Hertz;
Insolvency and Bankruptcy;
Consumer Behavior
Antill, Samuel, and Megan Hunter. "Consumer Choice and Corporate Bankruptcy." Working Paper, August 2021. (Revise & Resubmit, Journal of Finance.)
- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and...
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Keywords:
Advertising;
Buzz Marketing;
Internet Marketing;
Marketing;
Marketing Management;
Social Media;
Social Networks;
Viral Marketing;
Word-of-mouth Marketing;
Digital;
Internet;
Marketing Channels;
Marketing Reference Programs;
Online Advertising;
Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- Fall 2011
- Article
A Brief Postwar History of U.S. Consumer Finance
By: Gunnar Trumbull and Peter Tufano
In this brief history of U.S. consumer finance since World War II, the sector is defined based on the functions delivered by firms in the form of payments, savings and investing, borrowing, managing risk, and providing advice. Evidence of major trends in consumption,...
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Keywords:
Consumer Finance;
Consumer Credit;
U.s. History;
Consumer Behavior;
Personal Finance;
Credit;
Trends;
History;
United States
Trumbull, Gunnar, and Peter Tufano. "A Brief Postwar History of U.S. Consumer Finance." Business History Review 85, no. 3 (Fall 2011): 461–498.
- February 5, 2009
- Comment
In Praise of Marketing
By: John A. Quelch
Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other...
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Keywords:
Marketing;
Consumer Loyalty;
Local Vs. Global Branding;
Multi-national Brands;
Misleading and Fraudulent Advertising;
Customer Value and Value Chain;
Customer Satisfaction;
Globalized Economies and Regions;
Cross-Cultural and Cross-Border Issues;
Multinational Firms and Management;
Globalized Markets and Industries;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Positioning
Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
- April 2015
- Case
Carolinas HealthCare System: Consumer Analytics
By: John A. Quelch and Margaret L. Rodriguez
In 2014, Dr. Michael Dulin, chief clinical officer for analytics and outcomes research and head of the Dickson Advanced Analytics (DA2) group at Carolinas HealthCare System (CHS), successfully unified all analytics talent and resources into one group over a three year...
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Keywords:
Consumer Segmentation;
Big Data;
Management Information Systems;
Hospital Management;
Health Care and Treatment;
Marketing;
Segmentation;
Analytics and Data Science;
Information Management;
Information Technology;
Health;
Health Industry;
United States
Quelch, John A., and Margaret L. Rodriguez. "Carolinas HealthCare System: Consumer Analytics." Harvard Business School Case 515-060, April 2015.
- 2020
- Working Paper
Consumer Protection in an Online World: An Analysis of Occupational Licensing
By: Chiara Farronato, Andrey Fradkin, Bradley Larsen and Erik Brynjolfsson
We study the effects of occupational licensing on consumer choices and market outcomes in a large online platform for residential home services. We exploit exogenous variation in the time at which licenses are displayed on the platform to identify the causal effects of...
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Keywords:
Occupational Licensing;
Consumer Protection;
Governing Rules, Regulations, and Reforms;
Consumer Behavior;
Decision Making;
Customer Satisfaction
Farronato, Chiara, Andrey Fradkin, Bradley Larsen, and Erik Brynjolfsson. "Consumer Protection in an Online World: An Analysis of Occupational Licensing." NBER Working Paper Series, No. 26601, January 2020.
- 2008
- Book
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a...
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Keywords:
Advertising Campaigns;
Nonverbal Communication;
Customer Satisfaction;
Books;
Marketing Strategy;
Product Launch;
Consumer Behavior;
Failure;
Nonprofit Organizations;
Behavior;
Emotions
Zaltman, Gerald, and Lindsay Zaltman. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers. Harvard Business School Press, 2008.
- April 2017
- Article
Introduction to Special Issue: The Consumer in a Connected World
By: John A. Deighton, Jacob Goldenberg and Andrew T. Stephen
Deighton, John A., Jacob Goldenberg, and Andrew T. Stephen. "Introduction to Special Issue: The Consumer in a Connected World." Journal of the Association for Consumer Research 2, no. 2 (April 2017): 137–139.
- January 2014
- Technical Note
Learning From Extreme Consumers
By: Jill Avery and Michael Norton
Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary...
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Keywords:
Market Research;
Ethnography;
Design Thinking;
Innovation;
New Product Development;
Research;
Marketing;
Consumer Behavior;
Innovation and Invention
Avery, Jill, and Michael Norton. "Learning From Extreme Consumers." Harvard Business School Technical Note 314-086, January 2014.
- Awards
American Marketing Association. Marketing Communications Special Interest Group Best Paper Award
By: Sunil Gupta
Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of...
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- January 2020 (Revised May 2020)
- Case
Direct to Consumer Brands
By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to...
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Keywords:
Direct-to-consumer;
Digital Marketing;
Industry Evolution;
Business Startups;
Internet and the Web;
Brands and Branding;
Marketing;
Change
Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides...
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Keywords:
Brand Positioning;
Branding;
Consumer Research;
Defensive Strategies;
Market Positioning;
Marketing;
Product Differentiation;
Product Positioning;
Strategic Positioning;
Value Proposition;
Customer Relationship Management;
Organizational Structure;
Customer Satisfaction;
Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- May 2020 (Revised August 2022)
- Teaching Note
Direct to Consumer Brands
By: Sunil Gupta
In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations...
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- 1981
- Chapter
Consumer Satisfaction and Dissatisfaction in the Elderly Market
By: S. Ash, J. Quelch and D. Gardiner
- May 2008
- Teaching Note
Disney Consumer Products: Marketing Nutrition to Children (TN)
By: David E. Bell and Mary L. Shelman
Teaching Note for [507-006].
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- June 2020
- Case
Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center
By: William R. Kerr, Daniel O'Connor and James Palano
Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the...
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Keywords:
Future Of Work;
Retail;
Ecommerce;
Alibaba;
Consumer Products;
Innovation;
Innovation and Invention;
Product Development;
Consumer Behavior;
E-commerce;
Consumer Products Industry;
Consumer Products Industry;
China
Kerr, William R., Daniel O'Connor, and James Palano. "Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center." Harvard Business School Case 820-087, June 2020.
- 2015
- Chapter
Consuming Brands
By: Jill Avery and Anat Keinan
Traditional definitions of branding often underestimate the value a brand has for infusing a choice situation with meaning. This chapter explores how people consume brands and presents three perspectives on the meaning of brands that have diverse theoretical roots in...
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Avery, Jill, and Anat Keinan. "Consuming Brands." Chap. 8 in The Cambridge Handbook of Consumer Psychology, edited by Michael I. Norton, Derek D. Rucker, and Cait Lamberton. New York: Cambridge University Press, 2015.
- September 2015 (Revised February 2020)
- Case
Managing Consumer Touchpoints at Nissan Japan
By: Thales Teixeira, Nobuo Sato and Akiko Kanno
In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three...
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Keywords:
Nissan;
Automobiles;
Cars;
Touch Points;
Digital Marketing;
Internet and the Web;
Marketing Channels;
Advertising;
Auto Industry;
Japan
Teixeira, Thales, Nobuo Sato, and Akiko Kanno. "Managing Consumer Touchpoints at Nissan Japan." Harvard Business School Case 516-035, September 2015. (Revised February 2020.)
- September 2010 (Revised December 2010)
- Case
Santander Consumer Finance
By: J. Gunnar Trumbull, Elena Corsi and Andrew Barron
A Spanish company has to decide if they should expand into the fragmented European consumer finance market and has to make important organizational strategy decisions in the midst of the world economic downturn that followed the 2007 U.S. credit crunch. Since 2002, the...
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Keywords:
Borrowing and Debt;
Financial Markets;
International Finance;
Personal Finance;
Consolidation;
Corporate Strategy;
Expansion;
Financial Services Industry;
European Union;
Spain
Trumbull, J. Gunnar, Elena Corsi, and Andrew Barron. "Santander Consumer Finance." Harvard Business School Case 711-015, September 2010. (Revised December 2010.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Creating Customer Value
By: Sunil Gupta
This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what...
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Keywords:
Consumer Behavior;
Consumer Marketing;
Customer Experience;
Network Effects;
Service Profit Chain;
Total Customer Value
Gupta, Sunil. "Marketing Reading: Creating Customer Value." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8176, 2014.