RECENT PUBLICATION: Case
Citation:
Gupta, Sunil. "Direct to Consumer Brands ." Harvard Business School Case 520-060, January 2020. View Details
Article
How to Really Motivate Salespeople
Doug J. Chung
Field research supports some current compensation practices but calls others into question
Book
Cambridge Handbook of Consumer Psychology
Norton, Michael I., Derek D. Rucker & Cait Lamberton, eds.
The handbook provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels.
Award
The New York Times Paywall Case
Vineet Kumar, Bharat Anand, Sunil Gupta & Felix Oberholzer-Gee
Article
Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets
Ayelet Israeli, Eric Anderson, and Anne Coughlan
We study the extent and depth of MAP violations among online retailers and confront managerial wisdom with empirical data.
HBS Case
Apple Pay
Gupta, Sunil, Shelle M. Santana, & Margaret L. Rodriguez
What should Apple do to continue the early momentum for the adoption and use of Apple Pay?
Award
Outstanding Case Teacher
Anita Elberse
This world-wide Case Centre competition recognizes an excellent practitioner in the case classroom.
Marketing is critical for organic growth of a business and its central role is in creating, communicating, capturing and sustaining value for an organization. Marketing helps a firm in creating value by better understanding the needs of its customers and providing them with innovative products and services. This value is communicated through a variety of channels as well as through the firm's branding strategy. Effective management of customers and pricing allows the firm to capture part of the value it has created. Finally, by building an effective customer-centric organization a firm attempts to sustain value over time.
Our faculty addresses a broad array of topics in all of these areas. Our work attempts to get a better understanding of how consumers use information and make choices and how these choices affect the firm's strategy for new product development, customer relationship management, branding and other marketing efforts. We examine issues related to branding, business marketing, global marketing, distribution channels, pricing, direct and interactive marketing, sales management and return on marketing investment. Some of our faculty specializes in specific industries such as retailing, agribusiness, social enterprise, media, arts and entertainment.
There are several new developments in marketing that offer opportunities for us to make important contributions in the future. The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically changing the advertising industry. Social networks and user generated content have opened a new way for consumers to engage with each other as well as with brands and companies. There are significant changes in the attitudes of consumers and companies about social issues. Consumer preferences and choice of products are increasingly influenced by social factors. Companies are recognizing that there is a large market at the "bottom of the pyramid" and marketing to these consumers may require a new framework. These and related developments provide great opportunities for the marketing faculty to make a significant impact in the future.
