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All HBS Web
(154)
- News (43)
- Research (93)
- Multimedia (3)
- Faculty Publications (66)
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- March 2021 (Revised July 2021)
- Case
Resident
By: Jeffrey F. Rayport and Thomas O. Jones
Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the...
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Keywords:
Digital Marketing;
Business Growth and Maturation;
Operations;
Entrepreneurship;
Competitive Strategy;
Initial Public Offering;
Decisions;
Marketing Strategy;
Cash Flow;
Demand and Consumers
Rayport, Jeffrey F., and Thomas O. Jones. "Resident." Harvard Business School Case 821-090, March 2021. (Revised July 2021.)
- 2011
- Working Paper
The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments
By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta
Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different...
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Keywords:
Decision Choices and Conditions;
Forecasting and Prediction;
Investment;
Brands and Branding;
Marketing Strategy;
Demand and Consumers;
Mathematical Methods
Liu, Qiang, Thomas J. Steenburgh, and Sachin Gupta. "The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments." Harvard Business School Working Paper, No. 12-012, September 2011.
- February 2024
- Teaching Note
Accelerating with Caution: Forecasting and Managing birddogs' Growth (A) and (B)
By: Mark Egan
Teaching Note for HBS Case Nos. 224-023 and 224-024. As 2017 was drawing to a close, birddogs’ founder and CEO, Peter Baldwin, was working with his CFO Jack Sullivan to prepare for 2018. A nascent direct-to-consumer apparel brand, birddogs had carved its niche in men’s...
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- August 2019
- Case
Twiggle: E-Commerce with Semantic Search
By: Shane Greenstein and Danielle Golan
Four years after being founded, in 2014, by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into an online merchant’s existing framework. The company utilized advanced structuring and...
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Keywords:
Search Technology;
Customer Acquisition;
Internet and the Web;
Technological Innovation;
Commercialization;
Growth and Development Strategy;
E-commerce;
Technology Industry;
Israel
Greenstein, Shane, and Danielle Golan. "Twiggle: E-commerce with Semantic Search." Harvard Business School Case 620-025, August 2019.
- 25 Apr 2023
- Op-Ed
How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model
the internet has enabled high-income consumer markets that respond to direct-to-consumer branding and low-cost producer markets that respond to data-driven coordination, more tightly coordinated models of global business have become...
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- 07 Jun 2023
- HBS Case
3 Ways to Gain a Competitive Advantage Now: Lessons from Amazon, Chipotle, and Facebook
the same customers. The Ordinary reduces costs. The no-frills cosmetic brand eschews the kind of product customization and coveted celebrity endorsements often seen in the industry, cutting research and development and advertising costs. At the same time, its View Details
Keywords:
by Michael Blanding
- Research Summary
Overview
ECONOMICS OF THE ADVERTISING AND MARKETING SERVICEC INDUSTRY
Professor Silk’s recent research has been focused on the economics of the advertising and marketing services industry. He has conducted econometric studies of the effects of scale and scope on the... View Details
- January 2024
- Case
Flashfood: The Magic of Commitment
By: Reza Satchu and Patrick Sanguineti
Josh Domingues had accomplished what countless young entrepreneurs long to achieve: founding a promising company that aspires to make the world a tangibly better place. Shocked to learn that international food waste cumulatively amounted to the world’s third largest...
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Keywords:
Entrepreneur;
Founder;
Startup;
Business Model;
Business Startups;
Food;
Applications and Software;
Mission and Purpose;
Canada
Satchu, Reza, and Patrick Sanguineti. "Flashfood: The Magic of Commitment." Harvard Business School Case 824-131, January 2024.
- 26 Aug 2019
- Research & Ideas
Lipstick Tips: How Influencers Are Making Over Beauty Marketing
established brands are facing a loss of credibility as they are being disrupted by direct-to-consumer brands,” says Vettese, whose research project was guided by HBS professor Geoffrey Jones, Isidor Straus Professor of Business History....
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- 12 Dec 2005
- Research & Ideas
Using the Law to Strategic Advantage
created by employees. The risk of product liability may make it unwise to pursue certain marketing strategies, such as widespread direct-to-consumer advertising of a drug with known risk factors that must be balanced against the potential...
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- 11 May 2016
- Research & Ideas
Fix This! Why is it so Painful to Buy a New Car?
had booked 400,000 pre-orders for its Model 3 sedan—a $35,000 vehicle that won’t even go into production until 2017. None of those sales were made through franchised dealerships; Tesla uses only direct-to-consumer sales. Meanwhile, car...
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- 20 Oct 2011
- Research & Ideas
Getting the Marketing Mix Right
firms; and by using direct-to-consumer advertising (DTCA). First, they employed the complex mathematical formulas of traditional models to study different marketing strategies used by the drug companies. They found that the IPS property...
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Keywords:
by Dina Gerdeman
- 22 Nov 2004
- Research & Ideas
Side Effects: The Case of Propecia
by the company, Wosinska said. As to the question of whether direct-to-consumer advertising (DTCA) ultimately works to sell prescription drugs, Wosinska said studies indicate it creates market growth for all players, but not much market...
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- 25 Mar 2019
- Research & Ideas
The Secret Life of Supply Chains
direct-to-consumer or “Main Street” services (think retail and restaurants), which have the lowest average wages, $29,400. “We find that the supply chain economy is a distinct and large segment of the economy, and includes manufacturers...
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- 17 Sep 2001
- Research & Ideas
Why E-commerce Didn’t Die With the Fall of Webvan
Packaged good manufacturers were eager to create a direct-to-consumer link like the one Dell found to sell computers. Such a link would minimize wasteful and inefficient marketing practices, which to date have mostly focused on broadcast...
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- 02 Aug 2004
- Research & Ideas
Health Care Research and Prospects
a lot of the leaders of major biotech companies, they come out of Baxter. And so there is a Baxter imprinting effect on the industry. That should be a fascinating piece of work. Marta Wosinska, who is in marketing, has been looking at the impact of View Details
- 28 Nov 2007
- Research & Ideas
B2B Branding: Does it Work?
Dreamliner (as a differentiating ingredient for early adopter airlines). GE and Microsoft are hybrid brands with some direct-to-consumer sales that have helped to build the reputations of what are primarily B2B firms. But these...
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- 29 May 2007
- First Look
First Look: May 29, 2007
http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=507077 PublicationsThe Impact of Direct-to-Consumer Advertising in Orthopaedics Authors:Kevin J. Bozic, Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville,...
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Keywords:
Martha Lagace
- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
For example, ads for Viagra, Prozac, and Allegra are seemingly everywhere, and have helped create powerful brands. Of course, this practice gives rise to much controversy. Does direct-to-consumer advertising (DTCA) make health consumers...
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Keywords:
by Manda Salls
- 25 Jul 2017
- First Look
First Look at New Research and Ideas: July 25, 2017
global poverty; their target is to donate 10% of their profits, but as a new capital-intensive business they give 2% of their revenue. Their income streams are mainly direct-to-consumer sales along with corporate sales and a special...
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Keywords:
Carmen Nobel