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Show Results For
-
All HBS Web
(2,021)
- People (3)
- News (346)
- Research (1,291)
- Events (12)
- Multimedia (4)
- Faculty Publications (444)
- March 2023
- Article
Reaching for Rigor and Relevance: Better Marketing Research for a Better World
By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change,...
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Keywords:
COVID-19 Pandemic;
Marketing;
Social Issues;
Corporate Social Responsibility and Impact;
Business and Community Relations;
Research
Madan, Shilpa, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan, and Katherine White. "Reaching for Rigor and Relevance: Better Marketing Research for a Better World." Marketing Letters 34, no. 1 (March 2023): 1–12.
- 31 Oct 2017
- First Look
New Research and Ideas, October 31, 2017
heterogeneity in consumer sophistication could explain the prevalence and persistence of misconduct at such firms. Misconduct is concentrated at firms with retail customers and in counties with low education, elderly populations, and high...
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by Sean Silverthorne
- Web
Human Behavior & Decision-Making - Faculty & Research
De Freitas and Carey K. Morewedge April 3, 2024 | Article | Harvard Business Review (website) Research involving multiple experiments found that consumers have biased views of their driving abilities...
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- 20 Feb 2018
- First Look
First Look at New Research and Ideas, February 20, 2018
priors/worldviews, or relevant features of a problem not being top of mind. Most research studying such losses does not empirically distinguish between these mechanisms. Instead, we show that most highly cited papers in this area presume...
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Sean Silverthorne
- 24 Apr 2014
- News
Creating a mathematical method to understand consumer behavior in a digital world
Sunil Gupta, Edward W. Carter Professor of Business Administration, focuses on understanding customers and how they make decisions in a digital world. Gupta has tackled one of the most vexing questions in studies of consumer behavior:...
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- Fast Answer
Music & Activism: Market Research Resources
Consumer Behavior Research Guide (Baker Library) Entertainment & Media Research Guide (Baker Library) FAQs Music Industry Statistics Need additional help and...
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- 2014
- Working Paper
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste...
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Teixeira, Thales S. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It." Harvard Business School Working Paper, No. 14-055, January 2014.
- 16 Jun 2003
- Research & Ideas
Researchers Contribute Globalization of Markets Papers
Value A transnational brand is the corporate brand of firms that market globally in order to leverage economies of scale and scope, according to HBS professors Douglas Holt, John Quelch, and co-author Earl Taylor of Research...
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by Working Knowledge editors
- Web
Demographics & Consumer Behavior | Baker Library | Bloomberg Center | Harvard Business School
Guides Demographics & Consumer Behavior Demographics & Consumer Behavior This guide highlights key resources for researching market demographics and View Details
- 06 May 2019
- Research & Ideas
Consumers Blame Business for Global Health Problems. Can Business Become the Solution?
to appeal to young would-be smokers. But corporate distrust runs so deep for some consumers that constructive dialogue is virtually impossible; consider vaccination skeptics who criticize Big Pharma’s influence, despite considerable View Details
- Web
Marketing Awards & Honors - Faculty & Research
articles published in the "Consumer Identities" special issue of the International Journal of Research in Marketing for the article entitled "Defending the Markers of Masculinity: Consumer Resistance to...
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- 27 Jun 2017
- First Look
First Look at New Research and Ideas, June 27
century and today. It tells the story of the extraordinary and often eccentric men and women who defied convention and imagined that business could help save the planet rather than consume it. The social and religious beliefs that drove...
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Sean Silverthorne
- Fast Answer
Stock Pitching: company, industry and market research
href="https://www.library.hbs.edu/Find/Databases/Passport" style="box-sizing: border-box">Passport
Market research reports about various consumer products and industries... View Details
Market research reports about various consumer products and industries... View Details
- 24 Apr 2018
- First Look
First Look at New Research and Ideas, April 24, 2018
how they relate to the aforementioned hypothesis. Finally, we offer some concluding remarks regarding this article. Publisher's link: https://pubwww.hbs.edu/faculty/Pages/item.aspx?num=54385 forthcoming Journal of Consumer View Details
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Sean Silverthorne
- 08 Aug 2017
- First Look
First Look at Research and Ideas, August 8, 2017
case:https://cb.hbsp.harvard.edu/cbmp/product/717445-PDF-ENG Harvard Business School Case 717-446 AKB48: Going Global? (B) Supplements the (A) case. Purchase this case:https://cb.hbsp.harvard.edu/cbmp/product/717446-PDF-ENG Harvard Business School Case 617-062 ISRO:...
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Sean Silverthorne
- 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.
- November 2017 (Revised July 2018)
- Case
Royal Philips: Designing Toward Profound Change
By: Srikant M. Datar, Rajiv Lal and Caitlin N. Bowler
This case explores Royal Philips CEO Frans van Houten's bold use of design research to inform a critical strategic decision: Should Philips leave its storied lighting business behind in favor of complete focus on health technology and consumer lifestyle products?...
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Keywords:
Design Research;
Health Technology;
Innovation;
Design;
Research;
Decision Choices and Conditions;
Strategy;
Organizational Change and Adaptation;
Transformation
Datar, Srikant M., Rajiv Lal, and Caitlin N. Bowler. "Royal Philips: Designing Toward Profound Change." Harvard Business School Case 118-017, November 2017. (Revised July 2018.)
- June 2010 (Revised July 2011)
- Teaching Note
Classic Knitwear and Guardian: A Perfect Fit? (Brief Case)
By: John A. Quelch and Patricia Girardi
Teaching Note for 4217.
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- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the...
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Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia. Review of Marketing Research. Emerald Publishing Limited, forthcoming.
- 06 Mar 2018
- First Look
First Look at Research and Ideas, March 6, 2018
countries. Our results are close to those reported by the International Comparisons Program (ICP) in 2011 and the OECD in 2014 and can be used to obtain more up-to-date estimates of real consumption across countries without the need for View Details
Keywords:
Sean Silverthorne