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Show Results For
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All HBS Web
(2,013)
- People (2)
- News (322)
- Research (1,492)
- Events (1)
- Multimedia (3)
- Faculty Publications (878)
- 06 May 2002
- Research & Ideas
A Toolkit for Customer Innovation
innovative products. Now, with customers taking over more of the design task, companies must focus more intently on providing the best custom manufacturing. In other words, the...
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Keywords:
by Stefan Thomke & Eric Von Hippel
- 16 Jun 2020
- Research & Ideas
Your Customers Have Changed. Here's How to Engage Them Again.
The coronavirus shock has disrupted more than jobs, supply chains, and financial markets. Your customer has changed fundamentally, too. The number one task for many companies now is discovering where their B2C and B2B View Details
- 09 Dec 2019
- Research & Ideas
Identify Great Customers from Their First Purchase
School. By incorporating data most companies discard, Ascarza and her co-researcher devised an algorithm capable of quickly analyzing more than 40 variables to create a “first impression” of the customer after the initial transaction. The...
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- September 2022
- Background Note
On CUE: The Quest for Optimal Customer Unit Economics
By: Elie Ofek, Barak Libai and Eitan Muller
Startups are often evaluated by how well they perform on unit economics, defined as the ratio of a customer’s lifetime value (LTV) to acquisition costs (CAC). A common target for unit economics, advocated by many VCs and analysts, is 3:1 (i.e., LTV/CAC=3). While there...
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Keywords:
Unit Economics;
Business Startups;
Performance Evaluation;
Customer Value and Value Chain;
Customer Relationship Management;
Analysis
Ofek, Elie, Barak Libai, and Eitan Muller. "On CUE: The Quest for Optimal Customer Unit Economics." Harvard Business School Background Note 523-050, September 2022.
- 01 Oct 1997
- News
After 27 Years at HBS, Shapiro Shifts Professional Focus
Publications, director of Research, head of the required MBA Marketing course, and faculty chair of Strategic Marketing Management. Shapiro is the author, coauthor, or editor of fourteen books, among them Seeking Customers and Keeping...
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- March 2000 (Revised February 2005)
- Case
Hewlett Packard--Computer Systems Organization: Selling to Enterprise Customers
By: Das Narayandas and Robert C. Dudley
In late 1996, Manuel Diaz, head of Worldwide Sales for Hewlett-Packard's (HP) Computer Systems Organization (CSO), is reviewing the results of an audit of HP's enterprise customer management approach with the objective of identifying market and organizational...
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Keywords:
Accounting Audits;
Transformation;
Customer Relationship Management;
Cost vs Benefits;
Marketing Strategy;
Sales;
Computer Industry
Narayandas, Das, and Robert C. Dudley. "Hewlett Packard--Computer Systems Organization: Selling to Enterprise Customers." Harvard Business School Case 500-064, March 2000. (Revised February 2005.)
- March 2003
- Background Note
Managing a Customer Relationship Over Time
By: Das Narayandas
Describes the different ways in which vendors can sell a portfolio of products to industrial customers.
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- 17 Jun 2016
- Op-Ed
Companies Need to Start Marketing Security to Customers
undercut a positive message about a product's benefits with safety warnings. That might make you feel uncomfortable and even dissuade you from buying the brand. You might instead buy a competitive product that doesn't flag safety issues quite as much. "Risk...
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- March 2011
- Exercise
Customer Intelligence Advantage: Module 2 Assignment
By: F. Asis Martinez Jerez
This exercise directs students to analyze a customer-centric firm by first understanding the elements that characterize a customer-centric organization, then by capturing and comparing this firm's approach to customer-centricity. Students interview three levels in the...
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Keywords:
Business Units;
Customer Focus and Relationships;
Customer Satisfaction;
Employees;
Knowledge Sharing;
Knowledge Use and Leverage;
Leadership;
Competitive Advantage
Martinez Jerez, F. Asis. "Customer Intelligence Advantage: Module 2 Assignment." Harvard Business School Exercise 111-118, March 2011.