Publications
Publications
  • July 2005 (Revised April 2006)
  • Case
  • HBS Case Collection

Idea Village (A)

By: Joseph B. Lassiter III and Dan Heath
  • Format:Print
  • | Pages:16
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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.

Keywords

Marketing Channels; Gender; Consumer Products Industry

Citation

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

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