Search Results

This note is intended to provide students with a basic understanding of how to evaluate empirical research papers. While reading both case studies and empirical research require close attention and scrutiny, evaluating empirical research requires a different "lens"-this note briefly outlines how to ... More

Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary innovation. This note outlines a process ... More

Helps students develop an elevator pitch for their most important asset--themselves. Before class students are asked to interview a potential employer and to develop preliminary elevator pitches. Once in class, students work through an exercise that helps them refine their elevator pitches and bette... More

In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which consumers submitted ideas for grants f... More

Article... More

Helps students develop an effective sales pitch for their greatest asset--themselves. Also, broadens their understanding of how salespeople sell products and services. Before class, students are asked to interview a potential employer and to develop a preliminary sales pitch. Once in class, students... More

Helps students develop an effective sales pitch for their greatest asset--themselves. Also, broadens their understanding of how salespeople sell products and services. Before class, students are asked to interview a potential employer and to develop a preliminary sales pitch. Once in class, students... More

Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, an... More

Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives.... More

Ferran Adri , chef at elBulli, the highest-ranked restaurant in the world for two consecutive years, faces two related decisions. First, Adri and his team must continue to develop new and different dishes for the ground-breaking cuisine at elBulli to guarantee a continuous stream of innovation, t... More

In the wake of the meltdown among US auto manufacturers in 2009, Jay Rogers - CEO of Local Motors - has a new approach for the automotive industry: Decide which models are produced through online design competitions, and then allow customers to "build their own cars" from the winning designs. The ca... More

Article... More

"Consumer Behavior and the Buying Process" describes and analyzes 4 frameworks for understanding how consumers make decisions: cognitive versus emotional, high-involvement versus low-involvement, optimizing versus "satisficing," and compensatory versus noncompensatory decision making. This Core Curr... More

stickK.com, a website that uses behavioral economics to help users achieve their goals, must choose between a direct-to-consumer or business-to-business model. The case includes a discussion of how principles of behavioral economics can be used to influence behavior, and how an understanding of beha... More

In 2015, Gravity Payments CEO Dan Price took a massive pay cut to raise the minimum wage at his company to $70,000 annually. In the wake of a national discussion of wage equality, he was met with cheers and jeers. The company hoped that the buzz from the unorthodox move would generate enough new bus... More

Better World Books, a young start-up, provides a socially-conscious alternative to Amazon, collecting and selling used books to keep them out of the wastestream, while providing a portion of their profits to support global literacy efforts. The case presents an emerging new business model: the for p... More

Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"-in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the complicated sharing of risks and rew... More

Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioni... More

Gaston Acurio, star chef and restaurateur from Peru, must decide whether and how to adapt his signature Peruvian cuisine to local tastes as he opens restaurants in new countries.... More

Too many managers have come to believe that increasing shareholder value requires exploiting customer relationships. This chapter discusses why this approach is no longer acceptable and suggests that a trustworthy customer feedback process is necessary to allow free markets to reward organizations t... More

HBR Case Study... More

RKS has designed a revolutionary electric guitar and needs to decide how to best market their innovation. The iconic status of existing electric guitars, and the lack of any recent radical innovations in the category, pose challenges in securing consumer adoption. If the company goes it alone, it ne... More

Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This handbook addresses these key questions and many more. It provides a comprehensive overview of consumer psychology, examining cutting-e... More

This proceedings volume contains the invited and a selection of the contributed papers of the 8th International Workshop on Sulfur Metabolism in Higher Plants, which was held at Department of Forest and Ecosystem Science, University of Melbourne, Water Street, Creswick, Victoria 3363, Australia from... More

Celebrate New WritersNew WinnersNew WorldsWriters of the Future: Volume 30This is your window into incredible worlds of wizardry, warfare and wonder.This is your escape into fantastic realms of the human mind lurking just beyond your imagination...and reaching deep into your wildest dreams.This is ... More