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Publications

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    • All HBS Web  (1,240)
      • Faculty Publications  (238)

      Customer Behavior Remove Customer Behavior →

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      • 2023
      • Working Paper

      Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation

      By: Dae Woong Ham, Michael Lindon, Martin Tingley and Iavor I Bojinov
      Randomized experiments have become the standard method for companies to evaluate the performance of new products or services. In addition to augmenting managers’ decision-making, experimentation mitigates risk by limiting the proportion of customers exposed to...  View Details
      Keywords: Performance Evaluation; Research and Development; Analytics and Data Science; Consumer Behavior
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      Ham, Dae Woong, Michael Lindon, Martin Tingley, and Iavor I Bojinov. "Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation." Harvard Business School Working Paper, No. 23-070, May 2023.
      • May 3, 2023
      • Article

      What Top-Performing Sales Managers Do Differently

      By: Mike Schultz and Frank V. Cespedes
      Sales managers hire reps, influence their training, provide (we hope) feedback and so reinforce good selling behaviors, and are key in the execution of growth and change initiatives. In a study of more than 1,000 sales managers and sellers across industries, we found...  View Details
      Keywords: Management Practices and Processes; Sales; Performance Effectiveness
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      Schultz, Mike, and Frank V. Cespedes. "What Top-Performing Sales Managers Do Differently." TrainingIndustry.com (May 3, 2023).
      • 2023
      • Working Paper

      The Hidden Cost of Coordination: Evidence from Last-Mile Delivery Services

      By: Natalie Epstein, Santiago Gallino and Antonio Moreno
      Problem definition: Communication and customer interaction design have been used as elements to improve customer satisfaction and future purchasing behavior, but little is known about how they can be used as levers to improve operational...  View Details
      Keywords: Customer Satisfaction; Consumer Behavior; Logistics; Communication
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      Epstein, Natalie, Santiago Gallino, and Antonio Moreno. "The Hidden Cost of Coordination: Evidence from Last-Mile Delivery Services." Working Paper, May 2023.
      • April 12, 2023
      • Article

      Using AI to Adjust Your Marketing and Sales in a Volatile World

      By: Das Narayandas and Arijit Sengupta
      Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer...  View Details
      Keywords: Forecasting and Prediction; AI and Machine Learning; Consumer Behavior; Technology Adoption; Competitive Advantage
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      Narayandas, Das, and Arijit Sengupta. "Using AI to Adjust Your Marketing and Sales in a Volatile World." Harvard Business Review Digital Articles (April 12, 2023).
      • 2023
      • Working Paper

      Using GPT for Market Research

      By: James Brand, Ayelet Israeli and Donald Ngwe
      Large language models (LLMs) have quickly become popular as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners who...  View Details
      Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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      Brand, James, Ayelet Israeli, and Donald Ngwe. "Using GPT for Market Research." Harvard Business School Working Paper, No. 23-062, April 2023.
      • April 3, 2023
      • Article

      Getting a Clearer View of Your Company’s Carbon Footprint

      By: Robert S. Kaplan, Karthik Ramanna and Stefan Reichelstein
      E-liability accounting is a new technique that will help customers factor in a product’s environmental footprint into their purchasing decisions and will help create a competition dynamic that leads to reduced carbon outputs. This article describes two pilot studies—by...  View Details
      Keywords: Environmental Sustainability; Environmental Accounting; Supply Chain; Consumer Behavior
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      Kaplan, Robert S., Karthik Ramanna, and Stefan Reichelstein. "Getting a Clearer View of Your Company’s Carbon Footprint." Harvard Business Review Digital Articles (April 3, 2023).
      • April 2023
      • Article

      Inattentive Inference

      By: Thomas Graeber
      This paper studies how people infer a state of the world from information structures that include additional, payoff-irrelevant states. For example, learning from a customer review about a product’s quality requires accounting for the reviewer’s otherwise irrelevant...  View Details
      Keywords: Cognition and Thinking; Information Types; Behavior; Knowledge Acquisition
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      Graeber, Thomas. "Inattentive Inference." Journal of the European Economic Association 21, no. 2 (April 2023): 560–592.
      • March 31, 2023
      • Article

      What Is the Optimal Pattern of a Customer Journey?

      By: Julian De Freitas
      Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with...  View Details
      Keywords: Consumer Behavior; Customers; Brands and Branding
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      De Freitas, Julian. "What Is the Optimal Pattern of a Customer Journey?" Harvard Business Review (website) (March 31, 2023).
      • March 13, 2023
      • Article

      Sales Teams Need to Stop Focusing on the Customer Funnel

      By: Frank V. Cespedes
      Understanding where customers are, how they navigate streams in your market, and how to interact with them in a given stream is now central to crafting a good customer experience, and that has implications. Among other things, companies need to shift from thinking...  View Details
      Keywords: Customer Experience; Customer Value and Value Chain; Customer Relationship Management; Consumer Behavior
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      Cespedes, Frank V. "Sales Teams Need to Stop Focusing on the Customer Funnel." Harvard Business Review (website) (March 13, 2023).
      • February 22, 2023
      • Article

      How to Seed Organic Marketing in a Video-First World

      By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
      Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...  View Details
      Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • 2023
      • Working Paper

      Black Ownership Matters: Does Revealing Race Increase Demand for Minority-Owned Businesses?

      By: Abhay Aneja, Michael Luca and Oren Reshef
      Is there consumer demand to support Black-owned businesses? To explore, we investigate the impact of a new feature on a large online platform that made the race of a set of Black business owners salient to customers. We find that this feature substantially increased...  View Details
      Keywords: Black-owned Businesses; Race; Prejudice and Bias; Ownership; Knowledge Dissemination; Digital Platforms; Consumer Behavior; Food and Beverage Industry
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      Aneja, Abhay, Michael Luca, and Oren Reshef. "Black Ownership Matters: Does Revealing Race Increase Demand for Minority-Owned Businesses?" Harvard Business School Working Paper, No. 23-042, January 2023. (Revised February 2023.)
      • 2023
      • Working Paper

      Self-Preferencing at Amazon: Evidence from Search Rankings

      By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
      We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study...  View Details
      Keywords: Consumer Behavior; E-commerce; Product Positioning; Brands and Branding; Consumer Products Industry
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      Farronato, Chiara, Andrey Fradkin, and Alexander MacKay. "Self-Preferencing at Amazon: Evidence from Search Rankings." NBER Working Paper Series, No. 30894, January 2023.
      • 2023
      • Working Paper

      Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals

      By: Ta-Wei Huang and Eva Ascarza
      Firms are increasingly interested in developing targeted interventions for customers with the best response, which requires identifying differences in customer sensitivity, typically through the conditional average treatment effect (CATE) estimation. In theory, to...  View Details
      Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing
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      Huang, Ta-Wei, and Eva Ascarza. "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals." Harvard Business School Working Paper, No. 23-023, October 2022. (Revised April 2023.)
      • October 2022
      • Article

      A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts

      By: Navid Mojir and K. Sudhir
      The paper develops the first structural model of organizational buying to study innovation diffusion in a B2B market. Our model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts,...  View Details
      Keywords: Organizational Buying Behavior; Healthcare Marketing; B2B Markets; B2B Innovation; New Product Diffusion; New Product Adoption; Organizations; Acquisition; Behavior; Health Care and Treatment; Marketing; Innovation and Invention
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      Mojir, Navid, and K. Sudhir. "A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts." Journal of Marketing Research (JMR) 59, no. 5 (October 2022): 883–907.
      • August 2022
      • Background Note

      Retail Media Networks

      By: Eva Ascarza, Ayelet Israeli and Celine Chammas
      In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their...  View Details
      Keywords: Advertisers; Advertising Media; Media And Broadcasting Industry; Retail; Retail Analytics; Retail Promotion; Retailing; Ecommerce; E-Commerce Strategy; E-commerce; Marketing Communication; Targeting; Targeted Advertising; Targeted Marketing; Advertising; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Media; Marketing Channels; Retail Industry; Consumer Products Industry; Advertising Industry; United States
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      Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
      • 2022
      • Book

      Purpose + Profit: How Business Can Lift Up the World

      By: George Serafeim
      The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.

      We not only...  View Details
      Keywords: ESG (Environmental, Social, Governance) Performance; Profitability; Business And Society; Organizations; Mission and Purpose; Goals and Objectives; Social Issues; Environmental Sustainability; Value Creation; Organizational Change and Adaptation
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      Serafeim, George. Purpose + Profit: How Business Can Lift Up the World. New York: HarperCollins Leadership, 2022.
      • August 2022
      • Article

      The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices

      By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John
      Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits...  View Details
      Keywords: Choice; Purchase Intent; Privacy; Privacy Notices; Warnings; Assurances; Information Disclosure; Trust; Consumer Behavior; Spending; Decisions; Information; Communication
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      Brough, Aaron R., David A. Norton, Shannon L. Sciarappa, and Leslie K. John. "The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices." Journal of Marketing Research (JMR) 59, no. 4 (August 2022): 739–754.
      • June 29, 2022
      • Other Article

      Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation

      By: Michael Luca, Ginger Zhe Jin and Daniel Martin
      Credit card companies must decide what product features to disclose to consumers, such as payment schedules, penalties, and fees--and also whether to present them clearly or bury them in the fine print. Firms face similar choices in settings ranging from privacy...  View Details
      Keywords: Obfuscation; Credit Cards; Strategic Incentives; Complexity; Agreements and Arrangements; Customers; Consumer Behavior; Financial Services Industry
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      Luca, Michael, Ginger Zhe Jin, and Daniel Martin. "Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation." Management Science Review (June 29, 2022). (Summary of "Complex Disclosure," Management Science, May 2022.)
      • April 2022 (Revised May 2022)
      • Case

      Mastercard Labs (A)

      By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley
      When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, he shifted the company’s competitive focus from card networks to cash itself. Mastercard’s new vision of a “World Beyond Cash” distilled into a three-pronged framework: Grow the core business, Diversify...  View Details
      Keywords: Organizational Behavior; Culture; Organizational Culture; Culture Change; Organizational Adaptation; Organizational Effectiveness; Alignment; Leadership; Leadership Development; Innovation; Innovation Ecosystems; Ecosystem; Diversity; Collaboration; Co-creation; Learning Organizations; Empowerment; Globalization; Agility; Prototype; Experiment; Partnerships; Operating Model; Risk Management; Metrics; Payments; Financial Inclusion; Financial Industry; Ambidexterity; Corporate Innovation; Innovation Lab; Digital Transformation; Digital Strategy; Credit Cards; Innovation Leadership
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      Hill, Linda A., Sunil Gupta, Emily Tedards, and Julia Kelley. "Mastercard Labs (A)." Harvard Business School Case 422-080, April 2022. (Revised May 2022.)
      • April 2022 (Revised May 2022)
      • Case

      Mastercard Labs (A) (Abridged)

      By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley
      When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, he shifted the company’s competitive focus from card networks to cash itself. Mastercard’s new vision of a “World Beyond Cash” distilled into a three-pronged framework: Grow the core business, Diversify...  View Details
      Keywords: Organizational Behavior; Culture; Organizational Culture; Culture Change; Organizational Adaptation; Organizational Effectiveness; Alignment; Leadership; Leadership Development; Innovation; Innovation Ecosystems; Diversity; Collaboration; Co-creation; Learning Organizations; Empowerment; Ecosystem; Agility; Prototype; Experiment; Partnerships; Operating Model; Risk Management; Metrics; Payments; Financial Inclusion; Financial Industry; Ambidexterity; Corporate Innovation; Innovation Lab; Accelerator; Start-up; Intrapreneurship; Competitive Strategy; Business Model; Technological Innovation; Growth and Development Strategy; Digital Transformation
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      Hill, Linda A., Sunil Gupta, Emily Tedards, and Julia Kelley. "Mastercard Labs (A) (Abridged)." Harvard Business School Case 422-082, April 2022. (Revised May 2022.)
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