Total Customer Value - Publications - Faculty & Research

01 Jun 1998
News

Long-Term Interest: Bill Crozier, a Banker Pegged to the Customer

about how the current business scene is heavily skewed toward the shareholder. "Certainly the shareholder is important," he notes. "However, the shareholder role has gotten out of balance with the other important players - customers and... View Details

Keywords: Eileen K. McCluskey

12 Feb 2018
Research & Ideas

Customers at the Back of the Line Are Anxious—Can You Keep Them from Leaving?

to learn how being last affects consumer behavior. To get started, Buell and Harvard student Jay Chakraborty observed customers at a local grocery store with five checkout lanes—a total of 286 View Details

Keywords: by Michael Blanding; Retail; Service

2009
Working Paper

Applying the Care Delivery Value Chain: HIV/AIDS Care in Resource Poor Settings

By: Joseph Rhatigan, Sachin H Jain, Joia S. Mukherjee and Michael E. Porter

The care delivery value chain is a framework that can help conceptualize the organization and structure of care delivery for medical conditions. We apply this framework to HIV/AIDS care in resource-limited settings. Several conclusions arise than can help inform... View Details

Keywords: Customer Value and Value Chain; Framework; Health Care and Treatment; Health Disorders; Service Delivery

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08 May 2015
News

Prestige brands can expand their reach—and make their core customers proud

types of new customers: brand immigrants and brand tourists. Her findings show that while brand immigrants can dilute a brand’s image, brand tourists increase the pride of established customers by demonstrating admiration and proof of... View Details

2008
Book

Business Market Management: Understanding, Creating, and Delivering Value

By: James C. Anderson, James A. Narus and Das Narayandas

For business-to-business marketing courses. The authors build the book around a framework of understanding, creating, and delivering value. View Details

Keywords: Customer Relationship Management; Customer Value and Value Chain; Cross-Cultural and Cross-Border Issues; Marketing; Marketing Strategy; Business Processes; Value

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March 17, 2021
Other Article

Beyond Pajamas: Sizing Up the Pandemic Shopper

By: Ayelet Israeli, Eva Ascarza and Laura Castrillo

A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations... View Details

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26 Oct 2015
Research & Ideas

What’s the Value of a Win in College Athletics?

schools raked in more than $100 million in revenue from their athletics programs. A total of 67 schools made more than $50 million. Hundreds of free-spending University of Alabama fans head toward the Georgia Dome.... View Details

Keywords: by Roberta Holland; Sports; Education

March 2010
Article

Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda

By: Gary L. Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan and Qiong Wang

A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. We conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. We discuss key problems, new developments and research... View Details

Keywords: Value Creation; Problems and Challenges; Research; Customer Relationship Management

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February 2019 (Revised December 2019)
Case

ThirdLove

By: Jeffrey F. Rayport and Matthew G. Preble

Keywords: Cohort Behavior; Customer Acquisition Cost (CAC); Lifetime Value (LTV)

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Aligning Reimbursement with Value - Institute For Strategy And Competitiveness

Measure Outcomes & Cost for Every Patient Aligning Reimbursement with Value Systems Integration Geography of Care Information Technology Aligning Reimbursement w... Aligning Reimbursement with Value... View Details

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Online Creating Brand Value Course | HBS Online

of Branding) The Contemporary Brandscape Featured Exercises Uncover points of brand differentiation Write a brand positioning statement outlining the customer value proposition Analyze each step of the... View Details

2011
Book

The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

By: Fred Reichheld and Rob Markey

Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success.
*Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers.
*Shares new and... View Details

Keywords: Customer Centric Initiative; Customer Defection; Customer Engagement; Customer Experience; Customer Focused Organization; Customer Focus and Relationships; Customer Satisfaction; Customer Value and Value Chain; Network Effects

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2012
Chapter

Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM

By: Jill Avery and Susan Fournier

With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's... View Details

Keywords: Brands; Brand Management; CRM; Customer Relationship Management; Customer Focus and Relationships; Customers; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry

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November 2016 (Revised April 2017)
Case

Basecamp: Pricing

By: Frank Cespedes and Robb Fitzsimmons

A data analyst at Basecamp is evaluating the results of pricing research and its potential implications for the venture’s latest version of its project management software product. View Details

Keywords: Pricing; Entrepreneurial Management; Data Analysis; Marketing; Customer Acquisition; Customer Retention; Value Proposition; Sales Management; Product Management; Market Research; Life Time Value; Testing; Entrepreneurship; Analytics and Data Science; Customers; Value; Sales; Product Marketing; United States

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2021
Working Paper

Stock Investors' Returns Are Exaggerated

By: Jesse M. Fried, Paul Ma and Charles C.Y. Wang

The stock market generates less wealth than it appears. We show that total shareholder return (TSR), the standard measure of stock investor performance, substantially exaggerates returns earned by these investors in aggregate, and thus by most investors. The main... View Details

Keywords: All-shareholder Returns; Capital Flows; Dividend Reinvestment; Equity Premium; Total Shareholder Returns; Stocks; Investment Return; Market Timing

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01 Dec 2003
News

Alumni Luminaries Discuss Careers, Values with HBS Students

Internal Revenue Service. Senior advisor, The Carlyle Group. He upgraded technology and information systems and stressed customer service in a dramatic turnaround of the IRS. Daniel L. Vasella, M.D. (PMD 57, 1989), chairman and CEO of... View Details

Article

Defining the Value Framework for Prostate Brachytherapy Using Patient-Centered Outcome Metrics and Time-Driven Activity-Based Costing

By: N.G. Thaker, T.J. Pugh, U. Mahmood, S. Choi, T.E. Spinks, N.E. Martin, T.T. Sio, R.J. Kudchadker, R. S. Kaplan, D.A. Kuban, D.A. Swanson, P.F. Orio, M.J. Zelefsky, B.W. Cox, L. Potters, T.A. Buchholz, T.W. Feeley and S.J. Frank

PURPOSE: Value, defined as outcomes over costs, has been proposed as a measure to evaluate prostate cancer (PCa) treatments. We analyzed standardized outcomes and time-driven activity-based costing (TDABC) for prostate brachytherapy (PBT) to define a value... View Details

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Fit Across the Value Chain - Institute For Strategy And Competitiveness

HBS ISC Strategy Strategy Strategy Explained Business Strategy Creating a Successful Strategy Corporate Strategy The Role of Leaders Related Topics Creating a Successful St... Creating a Successful Strategy Unique Value Proposition... View Details

August 2018
Case

Digital Transformation at Brazilian Retailer Magazine Luiza

By: Thales S. Teixeira, Leandro A. Guissoni and Tania Modesto Veludo-de-Oliveira

By late 2017, Brazilian retailer Magazine Luiza's CEO was convinced that the company could significantly grow sales and accomplish its aspirations of digital transformation. What was unclear in his mind was whether he should act as a tech company and grow as fast as... View Details