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- Faculty Publications (36)
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- All HBS Web (141)
- Faculty Publications (36)
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- 03 Mar 2008
- Research & Ideas
Marketing Your Way Through a Recession
weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy. Companies should bear eight factors in mind when making their marketing plans for...
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by John Quelch
- October 1995 (Revised January 1998)
- Case
Cybersmith
Cybersmith is a new company that has created a new retailing concept. This particular store has been reported in over 250 newspapers, and by every major American television network. Some would classify it as an on-line cafe, but management has positioned the store as...
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Keywords:
Marketing Strategy;
Joint Ventures;
Consumer Behavior;
Product Marketing;
Innovation and Invention;
Retail Industry;
Cambridge
Sviokla, John J., and Thomas A. Gerace. "Cybersmith." Harvard Business School Case 396-314, October 1995. (Revised January 1998.)
- May 2021 (Revised February 2024)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
"Marketing Analytics";
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Online Advertising;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Analytics and Data Science;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Digital Marketing;
Internet and the Web;
Mobile and Wireless Technology;
AI and Machine Learning;
E-commerce;
Digital Platforms;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States
- 12 Oct 2021
- Research & Ideas
What Actually Draws Sports Fans to Games? It's Not Star Athletes.
Ferguson and Lakhani decided to test this theory using data from the Australian Football League (AFL), the wildly popular sport also known as “footy.” They detailed their findings in the recent working paper Consuming Contests: Outcome...
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- 02 Sep 2015
- What Do You Think?
What's Wrong With Amazon’s Low-Retention HR Strategy?
companies like Amazon where the loyalty of customers is relatively more towards the product & its prices," and less towards its rarely seen employees. The most frequently expressed view was that it is natural to gear a retention...
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- 23 Jan 2024
- Book
More Than Memes: NFTs Could Be the Next Gen Deed for a Digital World
that creates surprisingly flexible value. NFTs can turn images into event tickets, and event tickets into brand anchors. They will usher in the next generation of customer loyalty programs, creating structures that benefit both businesses...
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- 17 Mar 2021
- Research & Ideas
Beyond Pajamas: Sizing Up the Pandemic Shopper
their loyalty patterns by looking at the repeat purchase rate of these new customers compared with those of existing users. To do that, we calculated the portion of consumers who bought again within 60 days...
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- 19 Apr 2010
- Research & Ideas
The History of Beauty
the consumer products giant Unilever, published some years ago. This company had a long-established business in soap and other toiletries, but spent decades after World War II striving without great success to expand its business into...
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- 16 Jun 2020
- Research & Ideas
Your Customers Have Changed. Here's How to Engage Them Again.
delivery and pickup options and provide incentives to customers to reward them using these options. Dunkin’ provides extra loyalty points to customers who pre-order on mobile apps. HBO made numerous shows available for free on its app to...
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- 11 May 2016
- Research & Ideas
Fix This! Why is it so Painful to Buy a New Car?
(Editor’s note: Fix This! is a series of occasional stories about industries that provide bad consumer experiences and how they can be fixed.) Consumers routinely list buying a car as the worst shopping...
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- 26 Oct 2022
- Research & Ideas
How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)
YouTube influencers amass followers by filming everything from popping pimples to reviewing lipstick, with businesses watching closely for marketing opportunities. But audience loyalty only goes so far. When YouTubers post too many paid...
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- 25 Aug 2014
- HBS Case
Starbucks Reinvented
what could have been the company's death knell as the financial crisis hit home and consumers cinched their belts. "Schultz understood that you can't lift your foot off the gas pedal when you're attempting to transform a...
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- 08 Aug 2005
- Research & Ideas
A Balanced Scorecard Approach To Measure Customer Profitability
marketing, technical, and sales resources; extra post-sales support for installation, training, warranty, and field service; and liberal payment terms. While all of these services create value and loyalty among customers, none of them...
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by Robert S. Kaplan
- 28 Oct 2014
- First Look
First Look: October 28
http://hbr.org/product/Whole-Foods--the-Path-to-/an/615019-PDF-ENG Harvard Business School Case 915-001 Pivots and Incentives at LevelUp LevelUp's mobile payments service lets users scan a smartphone barcode rather than swipe a credit card. Will View Details
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Carmen Nobel
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
marketing communications for the first and second quarter of the year. What’s the right strategy for a CMO during a crisis such as the COVID-19 pandemic? During the week of March 23, 2020, Edelman, a global communications firm, conducted a survey of 12,000 View Details
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by Jill Avery and Richard Edelman
- 30 Jan 2020
- Research & Ideas
The Upside of Highlighting a Product's Downsides
The researchers also monitored whether customers closed their accounts during that time. The data helped researchers compare the loyalty and profit potential of customers who received each marketing message. After all, credit cards are...
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by Danielle Kost
- 24 Apr 2018
- First Look
First Look at New Research and Ideas, April 24, 2018
consumers trust a platform, revealing acceptable information flows increases ad effectiveness. Studies 5a and 5b, conducted in the field with a loyalty program website (i.e., a trusted platform), demonstrate...
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Sean Silverthorne
- 10 Oct 2011
- Research & Ideas
Retailing Revolution: Category Killers on the Brink
viable for the vast majority of mass retailers or for category killers in particular. Unique Assortments. An alternative is for retailers to create unique item assortments that cannot be found elsewhere. This presents an opportunity to forge a bond and View Details
- 04 Jun 2014
- What Do You Think?
Does Internet Technology Threaten Brand Loyalty?
technologies have brought us into a new age of international relations, but they have profound implications for the way we do business as well. For example, a question has arisen about how information both about us and available to us affects our behaviors,...
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- 11 Jun 2012
- Research & Ideas
When Business Competition Harms Society
these facilities on a single block." The New York State Department of Environmental Conservation provided the research team with the records of all 28 million OBD-II inspections conducted on gasoline-powered consumer vehicles at the...
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