Case | HBS Case Collection | July 2005 (Revised April 2006)

Idea Village (A)

by Joseph B. Lassiter III and Dan Heath


Andy Khubani, the CEO of Idea Village, a company that markets to consumers via direct-response TV ads, must decide whether to launch a campaign touting a hair removal product for women. Explains the direct-response industry and contrasts its methodology with traditional consumer goods marketing.

Keywords: Marketing Channels; Gender; Consumer Products Industry;


Lassiter, Joseph B., III, and Dan Heath. "Idea Village (A)." Harvard Business School Case 806-005, July 2005. (Revised April 2006.)