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Case
| HBS Case Collection
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2006
(Revised from original 2005 version)
Idea Village (A)
by
Joseph B. Lassiter III and Dan Heath
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Abstract
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.
Citation:
Lassiter, Joseph B., III, and Dan Heath. "Idea Village (A)." Harvard Business School Case 806-005, April 2006. (Revised from original July 2005 version.)