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- 14 Feb 2005
- Research & Ideas
The World in Your Palm?
As makers of everything engage in an all-out features war to cram the most services, accessories, and functions into a single product, the real question for many is this: Does the consumer really want an all-in-one digital device? A panel... View Details
Keywords: by Sean Silverthorne
- January 2024 (Revised February 2024)
- Exercise
Travelogo: Understanding Customer Journeys
By: Eva Ascarza, Nicolas Padilla and Oded Netzer
In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation... View Details
Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
Ascarza, Eva, Nicolas Padilla, and Oded Netzer. "Travelogo: Understanding Customer Journeys." Harvard Business School Exercise 524-044, January 2024. (Revised February 2024.)
- December 2009 (Revised November 2012)
- Teaching Note
Global Wine War 2009: New World versus Old (TN)
Teaching Note for [910405]. View Details
- 17 Sep 2001
- Research & Ideas
Let Customers Call the Shots
What is consumer empowerment and what does it mean for you as an executive? HBS professor Luc Wathieu outlined his views in the following e-mail interview with HBS Working Knowledge senior editor Martha Lagace.Lagace: In your paper you... View Details
Keywords: by Martha Lagace
- 17 Mar 2015
- Research & Ideas
Where Did My Shopping Mall Go?
delivered to my house tonight, where it will be set up and ready to go. Lal: Furniture is often sold that way today. It's a showroom where your order is customized and delivered in six weeks. Q: What retail segments are most vulnerable to... View Details
- 24 Aug 2016
- Research & Ideas
Can Obamacare Be Saved?
many carriers may have to develop a fundamentally different business model—the commercial segment model is not viable for the public exchanges.” INGREDIENTS FOR SUCCESS From consumers: Consumers need to... View Details
- 11 Jul 2006
- First Look
First Look: July 11, 2006
to increase investment in its "off eBay" strategy; how to allocate investments between the two sides of its payment network (i.e., consumers and merchants); which consumer View Details
Keywords: Sean Silverthorne
- 15 Dec 2008
- Research & Ideas
The Surprisingly Successful Marriages of Multinationals and Social Brands
companies will continue to seek out ways to enter into the emerging market segments that place a premium on the social dimensions that accompany the inherent attractiveness of the innovative products. The social entrepreneurs have... View Details
- 13 Jun 2014
- Op-Ed
World Cup Soccer: 770 Billion Minutes of Attention
50 percent share of the television sets turned on at any given night in that country. The Price Of Attention Attention is becoming a scarce resource. Due to consumer behaviors such as multitasking and shorter attention spans, the quality... View Details
- 04 May 2020
- Research & Ideas
Predictions, Prophets, and Restarting Your Business
awareness of cybersecurity issues. Combined with the ability to block ads, the growing costs of acquiring customers online, the experience of “Zoombombing,” and controls on consumer data by EU regulators and others, it’s unclear how much... View Details
Keywords: by Frank V. Cespedes
- 19 Nov 2014
- HBS Case
Marketing Marijuana
segment shows different dynamics in terms of its sensitivity to price, marketing, and convenience. Medicinal consumers, for example, do not care so much about variety. "Once you find the strain and supply source that best alleviates... View Details
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
defined consumer segments or, indeed, of individual consumers. Engaged Consumers The interactive nature of the Internet means that customers are now engaged more than ever in... View Details
- 14 Nov 2016
- Op-Ed
5 Lessons I Hope Marketers Don’t Learn from Donald Trump
dreams of consumers, because a brand that’s built on such appeals will find it hard to grow to be a source of pride. Apparently misogyny, xenophobia, and contempt for the disabled have worked as customer acquisition tools for soon-to-be President Trump. But will they... View Details
Keywords: by John A. Deighton
- 21 Nov 2017
- First Look
First Look at New Research and Ideas, November 21, 2017
their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the extent of control to exert over the different segments of their production processes. We describe a... View Details
Keywords: Sean Silverthorne
- 05 May 2003
- Research & Ideas
How Bank of America Turned Branches into Service-Development Laboratories
Companies often use rigorous R&D processes to guide new product development, but are much less scientific when it comes to creating services. Not Bank of America, which has turned Atlanta-area branches into consumer laboratories.... View Details
- 27 Jan 2003
- Research & Ideas
New Cluster Mapping Project Helps Companies Locate Facilities
gaining or losing national share, and whether it is getting broader or narrower in depth. The data covers not only the overall cluster but also segments or "subclusters." These further reveal the cluster's strengths and... View Details
Keywords: by Sean Silverthorne
- January 2004 (Revised October 2006)
- Case
Electronic Arts in Online Gaming
By: Thomas R. Eisenmann and Justin Wong
Electronic Arts (EA), the world's largest independent video-game publisher, must decide whether to support Microsoft's initiatives in online gaming. Historically, EA has been platform-agnostic, releasing versions of its titles for all major console platforms. However,... View Details
Keywords: Corporate Strategy; Digital Platforms; Network Effects; Policy; Customer Focus and Relationships; Games, Gaming, and Gambling; Revenue; Segmentation; Sales; Entertainment and Recreation Industry; Electronics Industry
Eisenmann, Thomas R., and Justin Wong. "Electronic Arts in Online Gaming." Harvard Business School Case 804-140, January 2004. (Revised October 2006.)
- 25 Oct 2016
- First Look
October 25, 2016
segmentation, and price discrimination through consumer self-selection. I evaluate these perspectives in the context of a major fashion goods firm using newly available and highly granular data. Model-free evidence suggests that inventory... View Details
Keywords: Sean Silverthorne
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
TripAdvisor. Brand Trump has been extended to other categories, from steaks, to education, to apparel. Not all of these ventures have succeeded. Few guests see the competencies of a good hotelier as relevant to designing distinctive quality suits. But, for a minority... View Details
- 26 Jul 2010
- Research & Ideas
Yes, You Can Raise Prices in a Downturn
an account—the basis for most firms' segmentation schemes but too broad a unit of analysis for performance pricing purposes. Neither is a POB an order, which is the focus of sales efforts but is really an output of a POB situation. More... View Details