Consumer Control and Empowerment: A Primer

Luc   Wathieu; Lyle  Brenner; Ziv  Carmon; Amitava  Chattopadhyay; Aimee  Drolet; John T. Gourville; A.V.  Muthukrishnan; Nathan  Novemsky; Rebecca  Ratner; Klaus  Wertenbroch; George   Wu

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Article | Marketing Letters | August 2002

Consumer Control and Empowerment: A Primer

by Luc Wathieu, Lyle Brenner, Ziv Carmon, Amitava Chattopadhyay, Aimee Drolet, John T. Gourville, A.V. Muthukrishnan, Nathan Novemsky, Rebecca Ratner, Klaus Wertenbroch and George Wu

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Citation:

Wathieu, Luc, Lyle Brenner, Ziv Carmon, Amitava Chattopadhyay, Aimee Drolet, John T. Gourville, A.V. Muthukrishnan, Nathan Novemsky, Rebecca Ratner, Klaus Wertenbroch, and George Wu. "Consumer Control and Empowerment: A Primer." Marketing Letters 13, no. 3 (August 2002): 297–305.

About the Author

John T. Gourville

Albert J. Weatherhead, Jr. Professor of Business Administration

Marketing

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Apex Ski Boots

Kate Barasz and John T. Gourville

Apex Ski Boots has introduced a new ski boot that, due to its radical design, is meeting resistance in the marketplace from many retailers, ski experts, and consumers. The company must decide how best to drive sales in the face of this resistance.

Keywords: Go-to-market strategy; strategic change; Marketing Strategy; Distribution Channels; Sales; Change Management; Sports Industry; Apparel and Accessories Industry;

Citation:
Barasz, Kate, and John T. Gourville. "Apex Ski Boots." Harvard Business School Case 520-013, August 2019. View Details

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Gourville, John T. "Idle Hands Craft Ales." Harvard Business School Case 519-027, August 2018. (Revised July 2019.) View Details

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Four Products: Predicting Diffusion (2019)

John Gourville

One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance, one can look at past product rollouts, one can look at similar products currently in the marketplace, or one can do test markets—selling the product in a small section of the country to assess consumer acceptance. Quite often, for new products that represent incremental variations or improvements over existing products, marketers do a pretty good job of understanding how that product will be adopted in the marketplace. This is not to say that managers always get it right, as has been made evidently clear in the case of New Coke, dry beers, and the Edsel. However, more often than not, managers of incremental new products predict demand within the right order of magnitude.

Keywords: Diffusion Processes; product adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Adoption; Product Launch;

Citation:
Gourville, John. "Four Products: Predicting Diffusion (2019)." Harvard Business School Case 520-012, July 2019. View Details

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Consumer Control and Empowerment: A Primer

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