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  • All HBS Web  (6,263)
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  • All HBS Web  (6,263)
    • People  (3)
    • News  (1,340)
    • Research  (4,166)
    • Events  (16)
    • Multimedia  (81)
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  • 13 Oct 2011
  • News

Potential for Mass Customization

Keywords: News, Library, Internet, and Other Services; Information; Legal Services; Professional Services
  • March 2024
  • Supplement

Managing Customers for Growth

By: Eva Ascarza
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Ascarza, Eva. "Managing Customers for Growth." Harvard Business School PowerPoint Supplement 524-063, March 2024.
  • Fall 2020
  • Article

Competing on Customer Outcomes

By: Marco Bertini and Oded Koenigsberg
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Bertini, Marco, and Oded Koenigsberg. "Competing on Customer Outcomes." MIT Sloan Management Review 62, no. 1 (Fall 2020): 78–84.
  • Dec 18 2018
  • Interview

Transforming Customer Experiences Webinar

  • April 2025 (Revised May 2025)
  • Background Note

Customer Acquisition and the Cash Flow Trap

By: E. Ofek, Barak Libai and Eitan Muller
Startups as well as existing firms recognize the need to invest in order to acquire customers for their new ventures. And as each customer is expected at some point to have generated sufficient gross margins to cover their CAC, management expects that, soon enough, the... View Details
Keywords: Business Model; Customers; Forecasting and Prediction; Cash Flow; Business or Company Management
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Ofek, E., Barak Libai, and Eitan Muller. "Customer Acquisition and the Cash Flow Trap." Harvard Business School Background Note 525-056, April 2025. (Revised May 2025.)
  • January 2003 (Revised September 2007)
  • Background Note

A Note on Racing to Acquire Customers

By: Thomas R. Eisenmann
Examines factors that motivate a firm's race to acquire customers in newly emerging markets and explores conditions under which racing strategies are likely to yield attractive returns. Provides a definition of racing behavior, introduces the notion of an optimal level... View Details
Keywords: Customers; Price Bubble; Network Effects; Emerging Markets; Market Entry and Exit; Behavior; Competition
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Eisenmann, Thomas R. "A Note on Racing to Acquire Customers." Harvard Business School Background Note 803-103, January 2003. (Revised September 2007.)
  • 24 Feb 2014
  • Research & Ideas

Busting Six Myths About Customer Loyalty Programs

differentiation is difficult in retail as well because development of such advantages takes time and is difficult to execute. All the while, low-price players are constantly looming to pounce. Can low-margin retailers afford customer... View Details
Keywords: by Marcel Corstjens & Rajiv Lal; Retail; Consumer Products
  • April 1998
  • Teaching Note

Managing Customers for Profits (TN)

By: Das Narayandas
Teaching Note for (8249) and (8257). View Details
Keywords: Customer Value and Value Chain; Profit; Customer Relationship Management
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Narayandas, Das. "Managing Customers for Profits (TN)." Harvard Business School Teaching Note 598-072, April 1998.
  • April 2004 (Revised June 2004)
  • Teaching Note

Starbucks: Delivering Customer Service (TN)

By: Youngme E. Moon and John A. Quelch
Teaching Note to (9-504-016). View Details
Keywords: Customer Relationship Management; Food and Beverage Industry
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Moon, Youngme E., and John A. Quelch. "Starbucks: Delivering Customer Service (TN)." Harvard Business School Teaching Note 504-089, April 2004. (Revised June 2004.)
  • October 2001 (Revised October 2017)
  • Supplement

Pilgrim Bank (B): Customer Retention

By: Frances X. Frei and Dennis Campbell
Supplements the (A) case. View Details
Keywords: Customer Relationship Management; Banking Industry
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Frei, Frances X., and Dennis Campbell. "Pilgrim Bank (B): Customer Retention." Harvard Business School Supplement 602-095, October 2001. (Revised October 2017.)
  • July 2010
  • Supplement

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition -... View Details
Keywords: Competency and Skills; Customer Relationship Management; Customer Value and Value Chain; Decisions; Framework; Management Practices and Processes; Marketing; Marketing Strategy; Strategic Planning; Mathematical Methods; Value
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Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Customer Lifetime Value Analysis (CW)." Harvard Business School Spreadsheet Supplement 511-702, July 2010.
  • September 2005 (Revised February 2007)
  • Case

Angels and Devils: Best Buy's New Customer Approach (A)

By: Anita Elberse, John T. Gourville and Das Narayandas
In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an... View Details
Keywords: History; Customer Relationship Management; Opportunities; Marketing Strategy; Leadership Style; Problems and Challenges; Growth and Development Strategy; Retail Industry; Electronics Industry
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Elberse, Anita, John T. Gourville, and Das Narayandas. "Angels and Devils: Best Buy's New Customer Approach (A)." Harvard Business School Case 506-007, September 2005. (Revised February 2007.)
  • 06 Jul 2020
  • News

The Right Way to Manage Churn for Maximum Profit

  • Research Summary

Entrepreneurial Management: Customer Discovery and Business Development

This research focuses on: (a) market research methods and tactics suitable to startups seeking their initial customers and validation of their initial business model; (b) guidelines for conducting visits with potential customers as part of the startup ptrocess; and (c)... View Details
  • March 2009
  • Article

Customer Experience Creation: Determinants, Dynamics and Management Strategies

By: Leonard A. Schlesinger, Peter C. Verhoef, Katherine N. Lemon, A. Parasuraman, Anne Roggeveen and Michael Tsiros
Retailers, such as Starbucks and Victoria's Secret, aim to provide customers a great experience across channels. In this paper we provide an overview of the existing literature on customer experience and expand on it to examine the creation of a customer experience... View Details
Keywords: Customer Focus and Relationships; Business Strategy; Growth and Development Strategy; Retail Industry
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Schlesinger, Leonard A., Peter C. Verhoef, Katherine N. Lemon, A. Parasuraman, Anne Roggeveen, and Michael Tsiros. "Customer Experience Creation: Determinants, Dynamics and Management Strategies." Journal of Retailing 85, no. 1 (March 2009).
  • February 1994
  • Case

Xerox Corp.: The Customer Satisfaction Program (A)

A rewritten version of an earlier case, Xerox Corp.: The Customer Satisfaction Program. Does not provide an update and no new content is added. The new (A) and (B) case structure merely isolates the service guarantee issue. View Details
Keywords: Machinery and Machining; Customer Satisfaction
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Menezes, Melvyn A. "Xerox Corp.: The Customer Satisfaction Program (A)." Harvard Business School Case 594-109, February 1994.
  • March 2000 (Revised January 2001)
  • Background Note

Customers in Health Care, The

By: Richard M.J. Bohmer
Reviews the current literature on the consumers of health care, primarily patients. Discusses their stated preferences, the sources of information they use in making their selections of plan and provider, and their behavior. View Details
Keywords: Customers; Health Care and Treatment; Information; Planning; Behavior; Health Industry
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Bohmer, Richard M.J. "Customers in Health Care, The." Harvard Business School Background Note 600-118, March 2000. (Revised January 2001.)
  • 16 May 2011
  • Research & Ideas

What Loyalty? High-End Customers are First to Flee

Businesses that offer their customers the highest levels of service might like to believe that all their efforts to pamper and please will pay off with an extremely loyal following. “Customers you might expect to be the most 'stuck' are... View Details
Keywords: by Julia Hanna
  • February 2001 (Revised June 2002)
  • Case

Customer Value Measurement at Nortel Networks--Optical Networks Division

By: Das Narayandas
Since 1995, Nortel Networks' Optical Networks (ON) division has been incorporating customer satisfaction and loyalty measures into its business practices to increase customer value. Over the years, key process owners in various parts of the organization have become... View Details
Keywords: Business Divisions; Customer Focus and Relationships; Customer Satisfaction; Management Teams; Marketing Strategy; Value Creation; Telecommunications Industry
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Narayandas, Das. "Customer Value Measurement at Nortel Networks--Optical Networks Division." Harvard Business School Case 501-050, February 2001. (Revised June 2002.)
  • March 2011
  • Background Note

Customer Loyalty Schemes in the Retail Sector

By: Jose B. Alvarez and Aldo Sesia
Customer loyalty schemes (or programs) are explicit efforts by retailers to gain long-term patronage from customers. Loyalty schemes are developed for a variety of reasons: to reward loyal customers, to generate more robust information about customer behavior, to... View Details
Keywords: Customer Relationship Management; Consumer Behavior; Business Strategy; Retail Industry; United Kingdom; United States
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Alvarez, Jose B., and Aldo Sesia. "Customer Loyalty Schemes in the Retail Sector." Harvard Business School Background Note 511-077, March 2011.
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