Demand and Consumers →
- 03 Oct 2005
- Research & Ideas
The Box Office Power of Stars
Just how much do movie stars contribute to box office success? HBS professor Anita Elberse researched the notion of "star power" to better understand how A-list players contribute to Hollywood's bottom line. Closed for comment; 0 Comments.
- 06 Sep 2005
- Research & Ideas
When Product Variety Backfires
Consumers like choice—but not too much of it. Presented with too many options, buyers may run to a competitor, says professor John Gourville. Here's what new research says about "overchoice." Closed for comment; 0 Comments.
- 08 Aug 2005
- Research & Ideas
A Balanced Scorecard Approach To Measure Customer Profitability
Happy customers are good, but profitable customers are much better. In this article, professor and Balanced Scorecard guru Robert S. Kaplan introduces BSC Customer Profitability Metrics. From Balanced Scorecard Report. Closed for comment; 0 Comments.
- 02 May 2005
- What Do You Think?
Where is Consumer Generated Marketing Taking Us?
There is a kind of "always on" communication system shaping up between the most committed of tech-minded users and those who supply them. Is the close monitoring of developing trends always in our best interests as marketers and customers? Closed for comment; 0 Comments.
- 19 Jul 2004
- Research & Ideas
Your Customers: Use Them or Lose Them
Companies can differentiate on service profitably, says HBS professor Frances X. Frei. Here's how a new-thinking bank, insurance provider, and software company are using customer power to win. Closed for comment; 0 Comments.
- 25 Aug 2003
- Research & Ideas
Should You Sell Your Digital Privacy?
Regulation won’t stop privacy invasion, says HBS professor John Deighton. What will? What if companies paid us to use our identity? A market approach to privacy problems. Closed for comment; 0 Comments.
- 21 Jul 2003
- Research & Ideas
Don’t Get Buried in Customer DataUse It
Don't blame your CRM technology. Be smarter about collecting and using your data, says Jean Ayers in this article from Harvard Management Update. Closed for comment; 0 Comments.
- 14 Jul 2003
- Research & Ideas
Keeping Your Balance With Customers
Using the Balanced Scorecard approach, Robert S. Kaplan, of Harvard Business School, and David P. Norton analyze the four essentials of customer management: customer selection, acquisition, retention, and growth. Closed for comment; 0 Comments.
- 26 May 2003
- Research & Ideas
What Your Competition is Telling You
Your competitors, closely analyzed, can help you influence your own customers and help grow the market for your products and services. Here’s how. Closed for comment; 0 Comments.
- 03 Mar 2003
- Research & Ideas
The Basics of Consumer Marketing in Asia
Confronting a per-capita income in China that varies from as low as $380 to as high as $5,000, brands face a special challenge gaining headway. At this panel, experts discussed the secrets of price competition and market research. Said one, "Our best tools are our two legs." Closed for comment; 0 Comments.
- 13 Jan 2003
- Research & Ideas
The Subconscious Mind of the Consumer (And How To Reach It)
Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decision making takes place in the subconscious mind. But how does a marketer reach the subconscious? Zaltman explains in this Q&A. Closed for comment; 0 Comments.
- 06 May 2002
- Research & Ideas
A Toolkit for Customer Innovation
It seems almost counterintuitive. But this Harvard Business Review excerpt by Harvard Business School professor Stefan Thomke and MIT's Eric von Hippel suggests that you stop listening closely to your customers—and instead give them tools for creating their own products. Closed for comment; 0 Comments.
- 15 Apr 2002
- Research & Ideas
In the Virtual Dressing Room Returns Are A Real Problem
That little red number looked smashing onscreen, but the puce caftan the delivery guy brought is just one more casualty of the online shopping battle. HBS professor Jan Hammond researches what the textile and apparel industries can do to curtail returns. Closed for comment; 0 Comments.
- 07 Jan 2002
- What Do You Think?
- 17 Sep 2001
- Research & Ideas
Why E-commerce Didn’t Die With the Fall of Webvan
The Internet grocer Webvan died a nasty death along with many other online delivery services—or did it? HBS professor John A. Deighton describes how the forces that propelled it are here to stay. Closed for comment; 0 Comments.
- 17 Sep 2001
- Research & Ideas
Is There Help for the Big Ticket Buyer?
Buying a house, buying a car, investing for retirement. These are among the most important purchasing decisions people make. But who is there to advise them? HBS professor Max H. Bazerman has some ideas. Closed for comment; 0 Comments.
- 23 Apr 2001
- Research & Ideas
Market Research Meets the “People Factor”
Great market research doesn't always lead to great results. Why? After a close look at sources of friction between managers and market researchers, HBS professors Gerald Zaltman and Rohit Deshpandé have ideas on how the two groups might better see eye to eye. Closed for comment; 0 Comments.
- 09 Apr 2001
- Research & Ideas
The Manager’s Guide to Communicating with Customers Collection
The battle cry of business, "know thy customer," is heralded in The Manager's Guide to Communicating with Customers Collection. This excerpt by Richard Bierck examines research by HBS professor Gerald Zaltman and consultant Paco Underhill on the downfalls of focus groups. Closed for comment; 0 Comments.
- 04 Dec 2000
- What Do You Think?
Is Less Becoming More?
Americans these days have a lot more choices in products and services. But do consumers and suppliers suffer from choice overload? If so, what does this abundance mean for companies? Closed for comment; 0 Comments.