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When Virtue Is a Vice (Spanish version)
Keinan, Anat; Kivetz, RanArticle HBS-F0807DMarketingChoosing duty over pleasure today can cause regret down the road-whereas regret over the reverse is fleeting. Marketers of luxury products and services should consider prompting customers to predict their future feelings about choices made now.Starting at €8.20
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How "Brand Tourists" Can Grow Sales
Bellezza, Silvia; Keinan, AnatArticle HBS-F1407C-EMarketingGrowing an exclusive brand by moving down market can be tricky: It risks tarnishing the brand among core customers. New research shows that under certain conditions, however, downward extensions can actually intensify a brand's prestige. It all depends on how the noncore consumers are framed--whether they are presented as part of the core community ("brand immigrants"), a situation that tends to diminish the brand's image, or whether they are pos...Starting at €8.20
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When Virtue Is a Vice
Keinan, Anat; Kivetz, RanArticle HBS-F0807D-EMarketingChoosing duty over pleasure today can cause regret down the road-whereas regret over the reverse is fleeting. Marketers of luxury products and services should consider prompting customers to predict their future feelings about choices made now.Starting at €8.20
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One Cafe Chain's Facebook Experiment
Dholakia, Utpal M.; Durham, EmilyArticle HBS-F1003E-EMarketingHow much can you really influence consumers when you launch a Facebook page to attract "fans" and to pepper them with messages and offers? Quite a lot, one small cafe chain found.Starting at €8.20
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Capitalizing on the Underdog Effect
Keinan, Anat; Avery, Jill; Paharia, NeeruArticle HBS-F1011B-EMarketingEveryone loves a scrappy underdog-and brands can profit from this positioning.Starting at €8.20