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June 2020
Case

Recovering Trust After Corporate Misconduct at Wells Fargo

By: Suraj Srinivasan and Jonah S. Goldberg

The case describes widespread misconduct at Wells Fargo Community Bank in the period leading up to 2017 and the company’s subsequent attempts to improve internal controls, company culture, and corporate governance. The case examines the potential causes of large scale... View Details

Keywords: Corporate Misconduct; Internal Controls; Banks and Banking; Crime and Corruption; Corporate Governance; Organizational Culture; Governance Compliance; Management Systems; Organizational Change and Adaptation; Performance Improvement; Governing and Advisory Boards

May 2009
Article

Customer-Based Valuation

By: Sunil Gupta

Customer lifetime value (CLV) has emerged as an important metric to manage and grow customers. Marketing scholars have written many books and articles on this topic. However, most of this research has focused on tactical marketing decisions. While this is important, it... View Details

Keywords: Customers; Valuation

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

September 2020 (Revised July 2022)
Technical Note

Algorithmic Bias in Marketing

By: Ayelet Israeli and Eva Ascarza

This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details

2023
Working Paper

Culture as a Signal: Evidence from a Natural Field Experiment

By: Wei Cai, Dennis Campbell and Jiehang Yu

The importance of culture as an informal management control system is increasingly acknowledged in academia. While prior research mainly focuses on the value of culture on internal stakeholders (e.g., employees), we examine whether culture serves as a credible signal... View Details

Keywords: Organizational Culture; Groups and Teams; Customer Focus and Relationships

25 Jun 2024
Research & Ideas

Rapport: The Hidden Advantage That Women Managers Bring to Teams

It’s a manager’s nightmare: A customer pulls into a drive-thru after a long day at work with children in tow, everyone looking frazzled and famished. After waiting patiently in line, the customer grabs her... View Details

Keywords: by Kara Baskin; Food & Beverage

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

28 Jan 2019
Research & Ideas

Forget Cash. Here Are Better Ways to Motivate Employees

types of work Cash rewards are best suited as a motivator for work that is measured quantitatively, Whillans says. Many studies of the service and sales industries show that cash rewards lead to increased sales and improved customer... View Details

Keywords: by Dina Gerdeman

April 2014
Article

The Limits of Scale: Companies That Get Big Fast Are Often Left Behind. Here's Why.

By: Hanna Halaburda and Felix Oberholzer-Gee

The value of many products and services rises or falls with the number of customers using them; the fewer fax machines in use, the less important it is to have one. These network effects influence consumer decisions and affect companies' ability to compete. Strategists... View Details

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May 2002
Case

Mellon Investor Services

By: Thomas J. DeLong

James Aramanda, head of Mellon Investor Services, must decide how to change the focus of his business. He works with consultants to create a change strategy to enhance a business that is already doing well. Will he be able to interest his professionals in changing the... View Details

Keywords: Organizational Change and Adaptation; Change Management; Innovation Leadership; Growth and Development Strategy; Business Strategy; Management Teams; Financial Services Industry; Insurance Industry; United States

March 2008 (Revised March 2009)
Case

The Home Depot, Inc.

For its first 20 years, Home Depot was known for its entrepreneurial spirit and focus on customer service. Merchandising, purchasing, and store operations were all decentralized. When the company hit $45 billion in sales, many believed that a more disciplined approach... View Details

Keywords: Customer Focus and Relationships; Profit; Leading Change; Six Sigma; Service Operations; Business Processes; Organizational Change and Adaptation; Organizational Culture; Retail Industry

25 Oct 2020
Research & Ideas

The Dark Side of Fintech Borrowing

debt.) That’s a far more extensive sample of consumer credit behavior than previous studies, which tend to focus on data from a single fintech lender like LendingClub and provide no bank comparison. The authors then tracked performance of... View Details

Keywords: by Rachel Layne; Financial Services; Banking

2024
Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe

Large language models (LLMs) have rapidly gained popularity 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... View Details

Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry

April 2005 (Revised November 2008)
Case

Banco Real: Banking on Sustainability

By: Rosabeth M. Kanter and Ricardo Reisen de Pinho

ABN AMRO REAL made corporate social responsibility central to its brand, adding to customer focus and reflecting its values. Leaders developed the Bank of Value theme and implemented it through activities such as microfinance in poor communities, environmentally... View Details

Keywords: Brands and Branding; Corporate Social Responsibility and Impact; Competitive Strategy; Competitive Advantage

2024
Working Paper

CSR Under the Pressure of Financial Shocks

By: Monica Kabutey, Syrena Shirley and Anywhere Sikochi

This study examines how the COVID-19 pandemic influenced firms' interactions with customers and suppliers. Customer-supplier relationships are essential because the success of interconnected firms affects the sustainability of the entire supply chain. We use the... View Details

Keywords: COVID-19 Pandemic; Supply Chain; Customer Focus and Relationships; Business and Stakeholder Relations; Corporate Social Responsibility and Impact; Financial Crisis

March–April 2020
Article

Avoid the Pitfalls of A/B Testing

By: Iavor I. Bojinov, Guillaume Sait-Jacques and Martin Tingley

Online experiments measuring whether “A,” usually the current approach, is inferior to “B,” a proposed improvement, have become integral to the product-development cycle, especially at digital enterprises. But often firms make serious mistakes in conducting these... View Details

Keywords: A/B Testing; Experiment Design; Social Networks; Product Development; Performance Improvement; Measurement and Metrics; Social Media

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17 Jan 2024
HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

Many consumers recovering from the worst inflation in 40 years continue to closely watch their spending—they want to know that every expense is worth it. Now companies must confront a major challenge: gauging how much, if any, of their own higher costs View Details

Keywords: by Jay Fitzgerald; Consumer Products; Retail

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

March–April 2013
Article

Unlocking Innovation Through Business Experimentation

By: Stefan Thomke

There is a downside to businesses that focus heavily on standardization, optimization, and driving out variability: Such organizations leave themselves vulnerable to underinvesting in experimentation and variation, which are the lifeblood of innovation. Good... View Details

Keywords: Experimentation; Innovation Management; Learning And Development; Research; Innovation and Management; Business Processes

June 2024
Supplement

Zeswitz Music (B)

By: Richard S. Ruback and Royce Yudkoff

Pre-Abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: In July of 2013, Randy Shayler (HBS, 2012) acquired Zeswitz Music, a musical instrument rental company based in Reading,... View Details

Keywords: Acquisition; Customer Focus and Relationships; Business Strategy; Revenue; Marketing; Music Industry; Retail Industry

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