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All HBS Web
(115,920)
- Faculty Publications (543)
- September 2011
- Case
Vibco Industrial Vibrators
By: Das Narayandas, Kerry Herman and Matthew Preble
Karl Wadensten, president of Vibco Vibrators, was deciding whether to grow his small company through a marketing push for one of two technologies that he believed could launch his company to the next level of sales, or if he should continue to grow his company through...
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- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which...
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Keywords:
Risk Management;
Marketing Strategy;
Customer Focus and Relationships;
Advertising Campaigns;
Investment Return;
Brands and Branding;
Marketing Communications;
Social Marketing;
Cost vs Benefits;
Food and Beverage Industry
Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
- September – October 2011
- Article
Manage the Culture Cycle
By: James L. Heskett
Organizational culture—the shared assumptions, values, and behaviors that determine "how we do things around here"—can be measured and shaped. In organizations with large numbers of customer-facing employees, it can account for up to half of the difference in operating...
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- August 2011 (Revised July 2012)
- Case
Sealed Air Corporation: Deciding the Fate of VTID
By: Elie Ofek
In mid 2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the...
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Keywords:
Budgets and Budgeting;
Customer Focus and Relationships;
Decision Choices and Conditions;
Technological Innovation;
Marketing Strategy;
Problems and Challenges;
Commercialization;
Service Industry
Ofek, Elie. "Sealed Air Corporation: Deciding the Fate of VTID." Harvard Business School Case 512-029, August 2011. (Revised July 2012.)
- August 2011 (Revised November 2012)
- Case
Michael Lester at Lachlan Consulting
By: Anthony J. Mayo and Joshua D. Margolis
Michael Lester, a consultant with Lachlan, was frustrated by his client's unwillingness to provide key data for an important presentation. Lester must decide how best to confront Nadine Robert, his client, knowing that his personal success and the reputation of his...
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Keywords:
Outcome or Result;
Training;
Customer Focus and Relationships;
Interpersonal Communication;
Success;
Reputation
Mayo, Anthony J., and Joshua D. Margolis. "Michael Lester at Lachlan Consulting." Harvard Business School Case 412-041, August 2011. (Revised November 2012.)
- 2012
- Book
The Culture Cycle: How to Shape the Unseen Force That Transforms Performance
By: James Heskett
The contribution of culture to organizational performance is both substantial and quantifiable. This book presents the results of field research that demonstrates how an effective culture can account for up to half of the differential in performance between...
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Keywords:
Customer Focus and Relationships;
Learning;
Framework;
Policy;
Retention;
Books;
Analytics and Data Science;
Innovation and Invention;
Management Practices and Processes;
Organizational Culture;
Performance Expectations;
Research
Heskett, James. The Culture Cycle: How to Shape the Unseen Force That Transforms Performance. Upper Saddle River, NJ: FT Press, 2012.
- June 2011
- Background Note
It's a Social World
By: Stephen P. Bradley and Nancy Bartlett
Social media had fashioned the lives of individuals and communities by 2010, providing an opportunity and a challenge for companies of all sizes. This note provides background on various social media (e.g. social networks, forums, games and communication services) and...
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- May 2011
- Article
Think Customers Hate Waiting? Not So Fast...
By: Ryan W. Buell and Michael I. Norton
Managers typically look for ways to reduce wait time to increase customer satisfaction. New research suggests there's a better approach: showing customers a representation of the effort, whether literal or not, being expended on their behalf while they wait. (The...
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Keywords:
Customer Relationship Management;
Service Delivery;
Consumer Behavior;
Performance Effectiveness;
Customer Satisfaction
Buell, Ryan W., and Michael I. Norton. "Think Customers Hate Waiting? Not So Fast..." Harvard Business Review 89, no. 5 (May 2011).
- April 2011 (Revised January 2015)
- Case
The Eleganzia Group
By: Elie Ofek, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez and Francesco Tronci
Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General Manager Giannuzzi must decide how to set prices at the Forte Village Resort, the Group's most well-known...
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Keywords:
Pricing;
Pricing Strategy;
Customer Management;
Branding;
Customer Relationship Management;
Price;
Luxury;
Business Strategy;
Brands and Branding;
Accommodations Industry;
Travel Industry;
Italy
Ofek, Elie, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez, and Francesco Tronci. "The Eleganzia Group." Harvard Business School Case 511-115, April 2011. (Revised January 2015.)
- April 2011 (Revised May 2011)
- Case
EMC2: Delivering Customer Centricity
By: Thomas Steenburgh and Jill Avery
This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the...
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Keywords:
Business Model;
Interpersonal Communication;
Customer Relationship Management;
Knowledge Acquisition;
Marketing Strategy;
Organizational Change and Adaptation;
Salesforce Management;
Social and Collaborative Networks;
Internet;
Information Technology Industry
Steenburgh, Thomas, and Jill Avery. "EMC2: Delivering Customer Centricity." Harvard Business School Case 511-124, April 2011. (Revised May 2011.)
- April 2011
- Case
Porcini's Pronto: "Great Italian cuisine without the wait!"
By: James L. Heskett and Richard Luecke
Porcini's Inc. operates a chain of 23 full-service restaurants located near shopping malls and downtown areas in the northeastern United States. Known for providing excellent service, Porcini's serves high-quality Italian cuisine made from fresh ingredients. Looking...
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Keywords:
Franchising;
Syndication;
Quantitative Analysis;
Performance Measurement;
Human Resource Management;
Incentives;
Motivation;
Consumer Behavior;
Measurement and Metrics;
Quality;
Customer Value and Value Chain;
Selection and Staffing;
Expansion;
Business Growth and Maturation;
Service Delivery;
Franchise Ownership;
Customer Focus and Relationships;
Product Marketing;
Food and Beverage Industry;
Service Industry;
Northeastern United States
Heskett, James L., and Richard Luecke. Porcini's Pronto: "Great Italian cuisine without the wait!". Harvard Business School Brief Case 114-277, April 2011.
- Article
Putting the 'Relationship' Back into CRM
By: Susan Fournier and Jill Avery
Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and...
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Keywords:
Marketing;
CRM;
Customer Relationship Management;
Brand Building;
Brand Management;
Customer Lifetime Value;
Customer Focus and Relationships;
Customer Satisfaction;
Marketing Strategy;
Brands and Branding;
Consumer Products Industry
Fournier, Susan, and Jill Avery. "Putting the 'Relationship' Back into CRM." MIT Sloan Management Review 52, no. 3 (Spring 2011): 63–72.
- March 2011 (Revised April 2011)
- Case
State Bank of India: Transforming a State Owned Giant
By: Rajiv Lal and Rachna Tahilyani
February 2011: O.P. Bhatt reflected contentedly on his five-year term as Chairman of State Bank of India (SBI), India's largest commercial bank. He had led SBI on a journey of transformation from an old, hierarchical, transaction oriented, government bank to a modern,...
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Keywords:
Transformation;
Customer Relationship Management;
Commercial Banking;
Leading Change;
Growth and Development Strategy;
Marketing;
Organizational Change and Adaptation;
Banking Industry;
India
Lal, Rajiv, and Rachna Tahilyani. "State Bank of India: Transforming a State Owned Giant." Harvard Business School Case 511-114, March 2011. (Revised April 2011.)
- March 2011 (Revised March 2021)
- Teaching Note
Terror at the Taj Bombay: Customer-Centric Leadership
By: Rohit Deshpande
Teaching Note for 511703.
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- March 2011
- Case
Terror at the Taj Bombay: Customer-Centric Leadership
By: Rohit Deshpande
On November 26, 2008, heavily armed terrorists launched a series of attacks throughout the western-Indian city of Mumbai (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for over three days,...
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Keywords:
Safety;
Leadership;
National Security;
Service Delivery;
Organizational Culture;
Crisis Management;
Customer Focus and Relationships;
Brands and Branding;
Accommodations Industry;
Mumbai
Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Multimedia/Video Case 511-703, March 2011.
- February 2011 (Revised November 2012)
- Case
Product Development at OPOWER
By: Thomas Eisenmann and Rob Go
OPOWER, a software startup that helps utilities engage their customers in ways that reduce energy consumption, is scaling rapidly. The company's new head of product management has designed a system to address a point of constant tension: whether to build custom...
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Keywords:
Business Startups;
Customer Relationship Management;
Entrepreneurship;
Growth Management;
Product Development;
Sales;
Customization and Personalization;
Energy Conservation;
Environmental Sustainability;
Information Technology Industry;
Utilities Industry
Eisenmann, Thomas, and Rob Go. "Product Development at OPOWER." Harvard Business School Case 811-075, February 2011. (Revised November 2012.)
- February 2011 (Revised November 2013)
- Case
The Cheezburger Network
By: John Deighton and Leora Kornfeld
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the...
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Keywords:
Budgets and Budgeting;
Digital Marketing;
Customer Relationship Management;
Venture Capital;
Emerging Markets;
Strategic Planning;
Sales;
Internet and the Web;
Publishing Industry;
Web Services Industry
Deighton, John, and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091, February 2011. (Revised November 2013.) (request a courtesy copy.)
- 2011
- Other Unpublished Work
Popularity Profiles: How Customers' Use of a Long-Tail Assortment Relates to their Service Retention
By: Anita Elberse and David A. Schweidel
Keywords:
Customer Relationship Management
- January 2011
- Case
Aardvark
By: Thomas R. Eisenmann, Alison Berkley Wagonfeld and Lauren Barley
Aardvark is an online social search service that allows users to pose questions and receive answers from other users in their extended social network. The case explores the process that Aardvark's founders used to design and develop their product based on intensive...
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Keywords:
Business Startups;
Customer Focus and Relationships;
Customer Satisfaction;
Entrepreneurship;
Product Design;
Product Development;
Social and Collaborative Networks;
Internet and the Web
Eisenmann, Thomas R., Alison Berkley Wagonfeld, and Lauren Barley. "Aardvark." Harvard Business School Case 811-064, January 2011.
- 2011
- White Paper
Brands Are People Too! Harnessing the Power of Brand Warmth and Competence
By: Chris Malone, Jill Avery and S. T. Fiske
Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in...
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Keywords:
Brands;
Brand Management;
Customer Relationship Management;
CRM;
Brand Positioning;
Brand Equity;
Customers;
Customer Focus and Relationships;
Customer Satisfaction;
Brands and Branding;
Marketing;
Marketing Communications;
Marketing Strategy;
Consumer Products Industry
Malone, Chris, Jill Avery, and S. T. Fiske. "Brands Are People Too! Harnessing the Power of Brand Warmth and Competence." White Paper Series, Relational Capital Group, Newtowne Square, PA, 2011.