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- Faculty Publications (117)
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- All HBS Web (339)
- Faculty Publications (117)
- November 2015 (Revised February 2016)
- Case
Allianz Turkey: Focus on the Customer (A)
By: W. Earl Sasser and Gamze Yucaoglu
At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost...
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Keywords:
Service Excellence;
Customer Experience;
Customer Service;
Emerging Market;
Customer Focus;
Net Promoter Score;
Customer Relationship Management;
Competition;
Leading Change;
Service Operations;
Emerging Markets;
Customer Satisfaction;
Insurance Industry;
Turkey
Sasser, W. Earl, and Gamze Yucaoglu. "Allianz Turkey: Focus on the Customer (A)." Harvard Business School Case 316-093, November 2015. (Revised February 2016.)
- August 2007 (Revised March 2008)
- Case
Fiyta - The Case of a Chinese Watch Company
By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan, Luc R. Wathieu, Gao Wang, Fei Li and Tracy Manty
Fiyta had long been on of China's foremost watch brands. However, as China's economy began to improve and the livelihood of many Chinese rose with it, their tastes began to change. Exposed to more luxurious foreign brands, many Chinese strived to purchase a Swiss or...
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Keywords:
Brands and Branding;
Product Marketing;
Product Positioning;
Demand and Consumers;
Consumer Behavior;
Consumer Products Industry;
Consumer Products Industry;
China
Abrami, Regina M., William C. Kirby, F. Warren McFarlan, Luc R. Wathieu, Gao Wang, Fei Li, and Tracy Manty. "Fiyta - The Case of a Chinese Watch Company." Harvard Business School Case 308-025, August 2007. (Revised March 2008.)
- Article
Red Light States: Who Buys Online Adult Entertainment?
By: Benjamin Edelman
This paper studies the adult online entertainment industry, particularly the consumption side of the market. In particular, it focuses on the demographics and consumption patterns of those who subscribe to adult entertainment websites. On the surface, this business...
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Keywords:
Online Technology;
Segmentation;
Film Entertainment;
Demographics;
Web Sites;
Competition;
Governing Rules, Regulations, and Reforms;
Demand and Consumers;
Legal Liability;
Culture;
Religion;
Entertainment and Recreation Industry;
United States
Edelman, Benjamin. "Red Light States: Who Buys Online Adult Entertainment?" Journal of Economic Perspectives 23, no. 1 (Winter 2009): 209–220.
- 19 Oct 2010
- First Look
First Look: October 19, 2010
segmentations that are based on a correlation of product sales or service with the attributes of the purchaser (such as age, gender, income level, and education level), jobs-based segmentation seeks to...
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Keywords:
Sean Silverthorne
- 15 Jan 2019
- Blog Post
Interning in the Retail Sector
Jasmyn Beausejour, MBA 2019, describes his summer at Wayfair. As a native from Montreal and having worked in management consulting, Jasmyn was excited by the opportunity to analyze Wayfair’s expansion and segmentation into the Canadian...
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Keywords:
Consumer Products / Retail
- November 2015 (Revised February 2016)
- Supplement
Allianz Turkey: Focus on the Customer (B)
By: W. Earl Sasser and Gamze Yucaoglu
At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost...
View Details
Keywords:
Service Excellence;
Customer Experience;
Customer Service;
Emerging Market;
Customer Focus;
Net Promoter Score;
Customer Relationship Management;
Competition;
Leading Change;
Service Operations;
Emerging Markets;
Customer Satisfaction;
Insurance Industry;
Turkey
Sasser, W. Earl, and Gamze Yucaoglu. "Allianz Turkey: Focus on the Customer (B)." Harvard Business School Supplement 316-094, November 2015. (Revised February 2016.)
Detecting Routines: Applications to Ridesharing CRM
Routines shape many aspects of day-to-day consumption. While prior work has established the importance of habits in consumer behavior, little work has been done to understand the implications of routines--which we define as repeated behaviors with recurring, temporal...
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- November 2006
- Case
Organics: Coming Center Stage?
By: James E. Austin and Reed Martin
The organics movement has certainly come a long way. From hippie farming communes and a scattering of natural food stores in the 1960s, organics outgrew its origins as a counterculture curiosity of the 1970s to become the fastest growing segment of the food industry in...
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- July–August 2015
- Article
Engineering Reverse Innovations: Principles for Creating Successful Products for Emerging Markets
By: Amos Winter and Vijay Govindarajan
Multinationals are starting to catch on to the logic of reverse innovation, in which products are designed first for consumers in low-income countries and then adapted into disruptive offerings for developed economies. But only a handful of companies have managed to do...
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Winter, Amos, and Vijay Govindarajan. "Engineering Reverse Innovations: Principles for Creating Successful Products for Emerging Markets." Harvard Business Review 93, nos. 7/8 (July–August 2015): 80–89.
- December 2022
- Article
When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly
By: Dominique Olié Lauga, Elie Ofek and Zsolt Katona
A prominent hallmark of competitive interaction is the desire to differentiate from rivals. In this article, the authors examine under what conditions firms will differentiate through product quality versus advertising intensity. Firms select quality in a first stage,...
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Lauga, Dominique Olié, Elie Ofek, and Zsolt Katona. "When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly." Journal of Marketing Research (JMR) 59, no. 2 (December 2022): 1252–1265.
- 16 Apr 2009
- Working Paper Summaries
Gray Markets and Multinational Transfer Pricing
Keywords:
by Romana L. Autrey & Francesco Bova
- June 1991 (Revised May 2002)
- Case
Barco Projection Systems (A): Worldwide Niche Marketing
Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance...
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Keywords:
Competition;
Globalized Markets and Industries;
Product Marketing;
Consumer Products Industry;
Consumer Products Industry
Moriarty, Rowland T., Jr. "Barco Projection Systems (A): Worldwide Niche Marketing." Harvard Business School Case 591-133, June 1991. (Revised May 2002.)
The New Rules for Bringing Innovations to Market, Harvard Business Review, March 2004
It's tough to get consumers to adopt innovations--and it's getting tougher all the time. That's because more and more markets are taking on the characteristics of networks. The interconnections among today's companies are so plentiful that often a...
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- January 2010 (Revised March 2013)
- Case
HubSpot: Lower Churn through Greater CHI
By: F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem
HubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the...
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Keywords:
Business Startups;
Customer Relationship Management;
Customer Satisfaction;
Customer Value and Value Chain;
Forecasting and Prediction;
Consumer Behavior;
Happiness;
Consulting Industry
Martinez Jerez, F. Asis, Thomas Steenburgh, Jill Avery, and Lisa Brem. "HubSpot: Lower Churn through Greater CHI." Harvard Business School Case 110-052, January 2010. (Revised March 2013.)
- December 2023 (Revised February 2024)
- Case
21Seeds: Taking Shots at Breakout Growth
21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a...
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Keywords:
Mergers and Acquisitions;
Business Startups;
Growth and Development Strategy;
Brands and Branding;
Product Positioning;
Distribution Channels;
Sales;
Food and Beverage Industry
Ofek, Elie, Julian De Freitas, Michael Moynihan, and Nicole Tempest Keller. "21Seeds: Taking Shots at Breakout Growth." Harvard Business School Case 524-008, December 2023. (Revised February 2024.)
- 2013
- Working Paper
Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?
By: Clarence Lee, E. Ofek and Thomas Steenburgh
In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact...
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- April 2020
- Background Note
U.S. Food Retail During the Pandemic: March 2020
By: José B. Alvarez and Natalie Kindred
This note, written in late March 2020 and mainly U.S. focused, looks at the unfolding impact of the coronavirus pandemic on food retailers and their suppliers. It allows student to consider the challenges facing food retail executives as they navigate urgent supply...
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Keywords:
Coronavirus Pandemic;
Risk and Uncertainty;
Risk Management;
Food;
Supply Chain;
Consumer Behavior;
Demand and Consumers;
Trade;
Crisis Management;
Health Pandemics;
Food and Beverage Industry;
Agriculture and Agribusiness Industry;
Retail Industry;
United States
Alvarez, José B., and Natalie Kindred. "U.S. Food Retail During the Pandemic: March 2020." Harvard Business School Background Note 520-098, April 2020.
- 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...
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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;
Consumer Products 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.
- Forthcoming
- Article
Supply and Demand and the Term Structure of Interest Rates
By: Robin Greenwood, Samuel G. Hanson and Dimitri Vayanos
We survey the growing literature emphasizing the role that supply-and-demand forces play in shaping the term structure of interest rates. Our starting point is the Vayanos and Vila (2009, 2021) model of the term structure of default-free bond yields, which we present...
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Greenwood, Robin, Samuel G. Hanson, and Dimitri Vayanos. "Supply and Demand and the Term Structure of Interest Rates." Annual Review of Financial Economics (forthcoming). (Pre-published online April 19, 2024.)
- 16 May 2013
- HBS Seminar