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All HBS Web
(115,926)
- Faculty Publications (543)
- December 2014 (Revised February 2020)
- Case
Compass Group: The Ascension Health Decision
By: Ryan W. Buell
In 2012, Compass Group (Compass) was on the verge of closing a $2 billion deal with Ascension Health (Ascension), one of the largest healthcare systems in the United States. Under the deal, Compass would provide foodservice management and cleaning services for 86 of...
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Keywords:
Operations Strategy;
Sectorization;
Operational Focus;
Customer Compatibility;
Service Operations;
Service Delivery;
Operations;
Strategy;
Customer Focus and Relationships;
Service Industry;
Health Industry;
United States
Buell, Ryan W. "Compass Group: The Ascension Health Decision." Harvard Business School Case 615-026, December 2014. (Revised February 2020.)
- October 2014 (Revised November 2016)
- Technical Note
Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)
By: Elie Ofek
This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a...
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Keywords:
Customer Lifetime Value;
Return On Investment;
Segmentation;
Social Networks;
Customer Relationship Management;
Marketing Strategy;
Investment Return;
Social and Collaborative Networks;
Social Media
Ofek, Elie. "Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)." Harvard Business School Technical Note 515-049, October 2014. (Revised November 2016.)
- October 2014 (Revised July 2015)
- Case
Indus Towers: From Infancy to Maturity
By: Ranjay Gulati, Maxim Sytch and Rachna Tahilyani
Indus Towers, the world's largest telecom tower company, is a joint venture between three telecom rivals in India. These rivals—Bharti Airtel, Vodafone India, and Idea Cellular—combined their telecom towers to provide "shared telecom infrastructure" to wireless telecom...
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Keywords:
Decisions;
Judgments;
Customer Focus and Relationships;
Management;
Information Technology;
Mobile and Wireless Technology;
Information Infrastructure;
Telecommunications Industry;
India
Gulati, Ranjay, Maxim Sytch, and Rachna Tahilyani. "Indus Towers: From Infancy to Maturity." Harvard Business School Case 415-005, October 2014. (Revised July 2015.)
- Fall 2014
- Article
How to Win in an Omnichannel World
By: David R. Bell, Santiago Gallino and Antonio Moreno
The omnichannel environment presents new challenges and opportunities for both information and product fulfillment. While all retailers need to effectively and efficiently manage fulfillment and information provision, there are important nuances to how this happens,...
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Keywords:
Supply Chain Management;
Customer Relationship Management;
Marketing;
Marketing Strategy;
United States
Bell, David R., Santiago Gallino, and Antonio Moreno. "How to Win in an Omnichannel World." MIT Sloan Management Review 56, no. 1 (Fall 2014): 45–53.
- July–August 2014
- Article
Unlock the Mysteries of Your Customer Relationships
By: Jill Avery, Susan Fournier and John Wittenbraker
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies...
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Keywords:
Brand Management;
CRM;
Brands and Branding;
Marketing;
Marketing Strategy;
Customer Focus and Relationships;
Customer Relationship Management;
Consumer Products Industry;
Retail Industry;
United States
Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.
- June 2014
- Case
Making Progress at IDEO
By: Teresa M. Amabile and Katrina Flanagan
This case focuses on different types of client relationships at IDEO, the value of these relationships for IDEO and clients, and the implications for IDEO designers' everyday experience of work. As new types of client work have shifted away from the more classic design...
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Keywords:
Organizational Change and Adaptation;
Motivation and Incentives;
Employees;
Customer Focus and Relationships;
Service Industry
Amabile, Teresa M., and Katrina Flanagan. "Making Progress at IDEO." Harvard Business School Case 814-123, June 2014.
- June 2014 (Revised March 2017)
- Teaching Note
Agero: Enhancing Capabilities for Customers
By: Robert Simons and Natalie Kindred
This is the teaching note for Agero: Enhancing Capabilities for Customers (HBS No. 113-001)
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- June 2014 (Revised March 2016)
- Case
Relating to Peapod
By: Susan Fournier and Jill Avery
Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case...
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Keywords:
Brands and Branding;
Customer Relationship Management;
Marketing Strategy;
Service Industry;
Boston
Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides...
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Keywords:
Brand Positioning;
Branding;
Consumer Research;
Defensive Strategies;
Market Positioning;
Marketing;
Product Differentiation;
Product Positioning;
Strategic Positioning;
Value Proposition;
Customer Relationship Management;
Organizational Structure;
Customer Satisfaction;
Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- March 2014
- Article
Choosing the Right Customer
By: Robert Simons
Companies that win in competitive markets identify a primary customer and dedicate maximum resources to meeting that customer's needs. This article will show you how to identify the best primary customer for your business by analyzing perspective, capabilities, and...
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Keywords:
Strategy Execution;
Customer Focus;
Organization Design;
Accountability;
Management Control Systems;
Customer Relationship Management;
Organizational Design
Simons, Robert. "Choosing the Right Customer." Harvard Business Review 92, no. 3 (March 2014): 48–55.
- January 2014 (Revised November 2021)
- Case
Filene's Basement: Inside a Fired Customer's Relationship
By: Jill Avery and Susan Fournier
How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case...
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Keywords:
CRM;
Retailing;
Marketing;
Consumer Behavior;
Customer Relationship Management;
Customer Focus and Relationships;
Customer Satisfaction;
Marketing Strategy;
Brands and Branding;
Retail Industry;
United States
Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Case 314-076, January 2014. (Revised November 2021.)
- 2013
- Tool
Harvard Business Review's Go to Market Tools: Customer Lifetime Value
By: Thomas Steenburgh and Jill Avery
How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize...
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Keywords:
Quantitative Analysis;
Tools;
Customer Lifetime Value;
Customer Defection;
CRM;
Customer Relationship Management;
Marketing;
Marketing Strategy;
Customer Focus and Relationships
Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Customer Lifetime Value. Tool. Harvard Business Review Press, 2013. Electronic.
- October 2013
- Article
The Strategy That Will Fix Health Care
By: Michael E. Porter and Thomas H. Lee
In health care, the days of business as usual are over. Around the world, every health care system is struggling with rising costs and uneven quality, despite the hard work of well-intentioned, well-trained clinicians. Health care leaders and policy makers have tried...
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Keywords:
Organizational Change and Adaptation;
Strategy;
Value;
Customer Focus and Relationships;
Health Care and Treatment;
Health Industry
Porter, Michael E., and Thomas H. Lee. "The Strategy That Will Fix Health Care." Harvard Business Review 91, no. 10 (October 2013): 50–70.
- September 2013
- Case
SafeBlend Fracturing
By: Benson P. Shapiro, Frank V. Cespedes and Alisa Zalosh
The CEO of SafeBlend Technologies must set a price for the company's environmentally friendly fracturing fluid additive. The firm is negotiating a new contract with its biggest client, Bristol Natural Gas. For the last two years, SafeBlend has been the sole provider of...
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Keywords:
Information Technology;
Customer Relationship Management;
Price;
Negotiation;
Competitive Advantage;
Environmental Sustainability;
Energy Sources;
Sales;
Energy Industry
Shapiro, Benson P., Frank V. Cespedes, and Alisa Zalosh. "SafeBlend Fracturing." Harvard Business School Brief Case 914-513, September 2013.
- 2019
- Working Paper
Managing Churn to Maximize Profits
By: Aurelie Lemmens and Sunil Gupta
Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability, or their responsiveness to a...
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Keywords:
Churn Management;
Defection Prediction;
Loss Function;
Stochastic Gradient Boosting;
Customer Relationship Management;
Consumer Behavior;
Profit
Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Harvard Business School Working Paper, No. 14-020, September 2013. (Revised December 2019. Forthcoming at Marketing Science.)
- September 2013 (Revised June 2019)
- Case
Marquee: Reinventing the Business of Nightlife
By: Anita Elberse, Ryan Barlow and Sheldon Wong
In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City–based nightclub Marquee. While most clubs are over within their first one and a half years, Strauss and Tepperberg managed to keep...
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Keywords:
Creative Industries;
Nightlife;
Service Management;
Entertainment;
Fashion;
Celebrities;
Event Marketing;
Risk Management;
Customer Relationship Management;
Change Management;
Supply Chain Management;
Music Entertainment;
Product Marketing;
Entertainment and Recreation Industry;
Las Vegas
Elberse, Anita, Ryan Barlow, and Sheldon Wong. "Marquee: Reinventing the Business of Nightlife." Harvard Business School Case 514-028, September 2013. (Revised June 2019.)
- September–October 2013
- Article
Learning from Customers: Individual and Organizational Effects in Outsourced Radiological Services
By: Jonathan R. Clark, Robert S. Huckman and Bradley R. Staats
The ongoing fragmentation of work has resulted in a narrowing of tasks into smaller pieces that can be sent outside the organization and, in many instances, around the world. This trend is shifting the boundaries of organizations and leading to increased outsourcing....
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Keywords:
Job Cuts and Outsourcing;
Medical Specialties;
Health Care and Treatment;
Customer Focus and Relationships;
Learning;
Customer Satisfaction;
Health Industry
Clark, Jonathan R., Robert S. Huckman, and Bradley R. Staats. "Learning from Customers: Individual and Organizational Effects in Outsourced Radiological Services." Organization Science 24, no. 5 (September–October 2013): 1539–1557.
- August 2013 (Revised August 2014)
- Case
Catalina In the Digital Age
By: Robert J. Dolan and Uma R. Karmarkar
Catalina in the Digital Age considers how a company with a dominant market position should evolve its established product lines given the rise of novel digital technologies. Since its founding in 1983, Catalina had enjoyed a distinct position in the world of consumer...
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Keywords:
Big Data;
Digital Technologies;
Marketing;
Customer Relationship Management;
Consumer Behavior;
Analytics and Data Science
Dolan, Robert J., and Uma R. Karmarkar. "Catalina In the Digital Age." Harvard Business School Case 514-021, August 2013. (Revised August 2014.)
- 2013
- Working Paper
Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?
By: Clarence Lee, E. Ofek and Thomas Steenburgh
In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact...
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- June 2013
- Case
Olympic Rent-A-Car U.S.: Customer Loyalty Battles
By: John Deighton and James T. Kindley
The marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates...
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Keywords:
Customer Relationship Management;
Competitive Strategy;
Marketing;
Operations;
Auto Industry;
Service Industry
Deighton, John, and James T. Kindley. "Olympic Rent-A-Car U.S.: Customer Loyalty Battles." Harvard Business School Brief Case 913-568, June 2013.