Marketing Strategy →
- 17 Jan 2024
- HBS Case
Psychological Pricing Tactics to Fight the Inflation Blues
Inflation has slowed from the epic rates of 2021 and 2022, but many consumers still feel pinched. What will it take to encourage them to spend? Thoughtful pricing strategies that empower customers as they make purchasing decisions, says research by Elie Ofek.
- 05 Dec 2023
- Research & Ideas
Are Virtual Tours Still Worth It in Real Estate? Evidence from 75,000 Home Sales
Many real estate listings still feature videos and interactive tools that simulate the experience of walking through properties. But do they help homes sell faster? Research by Isamar Troncoso probes the post-pandemic value of virtual home tours.
- 31 May 2023
- Research & Ideas
With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines
Armed with more data than ever, many companies know what key customers need. But how many know exactly when they need it? An analysis of 2,000 ridesharing commuters by Eva Ascarza and colleagues shows what's possible for companies that can anticipate a customer's routine.
- 29 Nov 2022
- Research & Ideas
How Much More Would Holiday Shoppers Pay to Wear Something Rare?
Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?
- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners.
- 10 Nov 2020
- Cold Call Podcast
The Challenges of Commercializing Fertility
Entrepreneur Christy Jones wants to create a venture to help women preserve their eggs and postpone motherhood. But what would an egg-freezing service sell—and to whom? Debora Spar discusses the challenges of commercializing fertility in a new case study. Open for comment; 0 Comments.
- 01 Sep 2020
- Cold Call Podcast
How to Launch a New Biosciences Product: Start Small or Dive in?
C16 Biosciences wants to replace palm oil, a major contributor to deforestation, with a lab-grown substitute. But CEO Shara Ticku faces a tough decision in bringing the product to market. Jeff Bussgang discusses his case study. Open for comment; 0 Comments.
- 02 Aug 2020
- What Do You Think?
Is the 'Experimentation Organization' Becoming the Competitive Gold Standard?
SUMMING UP: Digital experimentation is gaining momentum as an everyday habit in many organizations, especially those in high tech, say James Heskett's readers. Open for comment; 0 Comments.
- 07 Jul 2020
- Cold Call Podcast
SmileDirect Looks Beyond Direct-to-Consumer Marketing
PODCAST: Teledentistry company SmileDirectClub is butting up against the limits of direct-to-consumer marketing. Len Schlesinger discusses his recent case study with Matt Higgins. Open for comment; 0 Comments.
- 23 Jun 2020
- Cold Call Podcast
Is it Time for Big Apple Circus to Fold the Tent?
David Fubini discusses his case study about the future of Big Apple Circus. Open for comment; 0 Comments.
- 16 Jun 2020
- Research & Ideas
Your Customers Have Changed. Here's How to Engage Them Again.
The coronavirus makes your customers less able and less willing to spend than before. How should you re-engage with them? Advice from Rohit Deshpandé and colleagues. Open for comment; 0 Comments.
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
Many brands have turned off their marketing efforts during the pandemic, but Jill Avery and Richard Edelman argue that now is the time when customers need to hear from you most. But what do you say? Open for comment; 0 Comments.
- 09 Mar 2020
- Research & Ideas
Warring Algorithms Could Be Driving Up Consumer Prices
Companies increasingly use software to conduct rapid price changes. Alexander MacKay explains why firms might benefit but consumers should be worried. Open for comment; 0 Comments.
- 02 Mar 2020
- What Do You Think?
Are Candor, Humility, and Trust Making a Comeback?
SUMMING UP: Have core leadership values been declining in recent years? If so, how do we get them back? James Heskett's readers provide answers. Open for comment; 0 Comments.
- 17 Dec 2019
- Working Paper Summaries
Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure
How do technology stores, particularly those owned by Apple and Microsoft, affect retail sales and market dynamics at malls? Through modeling and simulation, the authors found that these stores helped malls draw more high-income consumers, supporting the entry of upscale stores and exit of midscale and discount stores.
- 09 Dec 2019
- Research & Ideas
Identify Great Customers from Their First Purchase
Using data from their very first transaction, companies can identify shoppers who will create the best long-term value, says Eva Ascarza. Open for comment; 0 Comments.
- 04 Dec 2019
- Book
Creating the Experimentation Organization
New tools allow companies to innovate on an unprecedented scale, in every aspect of business. But the organization must also change. Stefan Thomke previews his forthcoming book, Experimentation Works. Open for comment; 0 Comments.
- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
Brands can be magic in the marketplace. But just what are the components of a great brand? How do you build one? And how do they survive over time? Open for comment; 0 Comments.
- 20 Nov 2019
- Research & Ideas
It's No Joke: AI Beats Humans at Making You Laugh
New research shows people don’t trust recommendations from algorithms—and that’s a problem for companies that increasingly rely on AI-based technology to persuade consumers. Michael H. Yeomans explains how businesses can overcome that bias. Open for comment; 0 Comments.
Lessons in Business Innovation from Legendary Restaurant elBulli
Ferran Adrià, chef at legendary Barcelona-based restaurant elBulli, was facing two related decisions. First, he and his team must continue to develop new and different dishes for elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. But they also need to focus on growing the restaurant’s business. Can the team balance both objectives? Professor Michael I. Norton discusses the connections between creativity, emotions, rituals, and innovation – and how they can be applied to other domains – in the case, “elBulli: The Taste of Innovation,” and his new book, The Ritual Effect.