Customer Engagement - Publications - Faculty & Research

22 Nov 2016
First Look

November 22, 2016

employer that presents itself as valuing diversity, minority job applicants engage in relatively little résumé whitening and thus submit more racially transparent résumés. Yet our audit study of how employers respond to whitened and... View Details

Keywords: Sean Silverthorne

March 2013
Teaching Note

Nestlé: Agricultural Material Sourcing Within the Concept of Creating Shared Value (CSV) (TN)

By: Ray A. Goldberg and Matthew Preble

In December 2012, Hans Jöhr, Nestlé's head of corporate agriculture, was preparing to meet with the company's board of directors to discuss its vision for the future related to sustainable agriculture. Nestlé's continued success depended on its ability to access the... View Details

Keywords: Sustainability; Sustainability Management; Agribusiness; Environmental Sustainability; Food; Nutrition; Agriculture and Agribusiness Industry

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22 Nov 2023
Research & Ideas

Humans vs. Machines: Untangling the Tasks AI Can (and Can't) Handle

explains. The second would engage in “business problem-solving tasks using quantitative data, customer and company interviews, and a persuasive writing component.” The experiments represent typical... View Details

Keywords: by Rachel Layne; Information Technology; Technology

Program

Driving Digital Strategy

omnichannel strategies Engage customers through digital, social, and mobile marketing Expand your personal and professional network Extend your network by living and working with accomplished executives from... View Details

Web

Business & Environment

in poverty alleviation that includes climate resilience and adaptation social enterprises engaging in agriculture and off-grid solar. She explains how Acumen uses blended capital, including philanthropic first-loss investments and... View Details

07 Apr 2009
First Look

First Look: April 7, 2009

sold by knowledgeable associates, The Home Depot became a destination place for customers in need of anything from shovels to a new kitchen sink or supplies to use in recovering from a hurricane or flood. Disasters are thus both a source... View Details

Keywords: Martha Lagace

Web

South Asia - Global

afford to continue expanding the team or should it rely on its distributors to provide post-sale customer support? Distributors were responsible for half of sales, but outsourcing customer View Details

Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

2024
Book

The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

By: Steve Kaczynski and Scott Duke Kominers

We demystify the coming digital revolution, showing how NFTs will transform our online and offline interactions.

NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they’re a new technology for creating digital assets and... View Details

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24 May 2011
First Look

First Look: May 24

time. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/711414-PDF-ENG Product Development at OPOWER Thomas Eisenmann and Rob GoHarvard Business School Case 811-075 OPOWER, a software startup that helps utilities engage their View Details

Keywords: Sean Silverthorne

Program

Driving Corporate Performance

targets and measures Implement more effective performance measurement and management control systems Link a customized Balanced Scorecard (BSC) strategy map to a succinct, powerful strategy statement for your organization Balance... View Details

23 Aug 2019
Blog Post

A Summer of Peaks and Swells: Interning at Patagonia

the Insights and Innovation team, whose objective is to deepen the understanding of the Patagonia customer, drive business decisions using feedback and insights, and lead innovative approaches that enable Patagonia to more effectively View Details

Keywords: Technology; Consumer Products / Retail

Web

Marketing - Faculty & Research

changes in California and Virginia that took effect in 2023. Using data from a leading customer engagement app in the United States, where users upload shopping receipts in exchange for rewards, we find that... View Details

10 Dec 2013
Working Paper Summaries

Information and Incentives in Online Affiliate Marketing

Keywords: by Benjamin G. Edelman & Wesley Brandi; Publishing; Technology

November 2009 (Revised March 2013)
Case

Miles Everson at PricewaterhouseCoopers

By: Robert G. Eccles and David Lane

Miles Everson, a partner at PricewaterhouseCoopers (PwC), is the Global Engagement Partner (GEP) for a large U.S. financial institution and about to take over this role for a much larger global financial institution. The GEP role is a critical one at PwC. GEPs have... View Details

Keywords: Experience and Expertise; Customer Relationship Management; Globalized Firms and Management; Managerial Roles; Consulting Industry

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2004
Working Paper

The Accidental Entrepreneur: The Emergent and Collective Process of User Entrepreneurship

We develop a process model of how users, an understudied source of entrepreneurship, create, evaluate, share, and commercialize their ideas. We compare and contrast our model to the classic model of the entrepreneurial process, highlighting the emergent and collective... View Details

Keywords: Customers; Commercialization; Entrepreneurship; Innovation and Invention

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12 Apr 2010
Research & Ideas

One Report: Better Strategy through Integrated Reporting

companies a clear view of risks to and opportunities in their own strategy. Second, One Report speaks with one voice to all stakeholders, who can even engage with the company via Web 2.0 tools and technologies. One Report is thus an... View Details

Keywords: by Martha Lagace

Web

Value-Based Health Care - Institute For Strategy And Competitiveness

critical thinking; earlier clinical experience; and advanced clinical and student-tailored basic/population science experiences that provide customized pathways for every student. In the new curriculum, the core basic/population science... View Details

26 Apr 2023
In Practice

Is AI Coming for Your Job?

represent. Ayelet Israeli is the Marvin Bower Associate Professor in the Marketing Unit and cofounder of the Customer Intelligence Lab at the Digital, Data, and Design (D) Institute at HBS. Iavor Bojinov: Those who resist AI risk falling... View Details

Keywords: by Kristen Senz; Technology

March 2008 (Revised March 2009)
Case

Transforming AMFAM

By: Rakesh Khurana, Rajiv Lal and Cathy Ross

On a winter day in December 2007 at the American Family Mutual Insurance Company (AMFAM) headquarters in Madison, Wisconsin, Dave Anderson and Jack Salzwedel remained in the conference room after the senior management meeting had concluded. Anderson, CEO of AMFAM since... View Details

Keywords: Customer Focus and Relationships; Governing and Advisory Boards; Marketing; Mission and Purpose; Strategic Planning; Insurance Industry; United States

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