customer engagement - Publications - Faculty & Research

Teaching Interest

Digital Marketing Strategy

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

03 May 2011
First Look

First Look: May 3

next-generation product. Read the article: http://hbr.org/2011/05/the-best-way-to-name-your-product-20/ar/1 Think Customers Hate Waiting? Not So Fast... Authors:Ryan W. Buell and Michael I. Norton Publication:Harvard Business Review 89,... View Details

Keywords: Sean Silverthorne

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

Citation

Read Now

10 Dec 2013
Working Paper Summaries

Information and Incentives in Online Affiliate Marketing

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

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

11 Jun 2012
Research & Ideas

When Business Competition Harms Society

Competition Corrupts Business Practices, suggests that many organizations in highly competitive markets are likely to bend the rules if doing so will keep their customers from leaving for a rival firm. "Competition is generally... View Details

Keywords: by Carmen Nobel; Auto

Web

Marketing - Faculty & Research

classroom. More Information About the Unit Marketing is critical for organic growth of a business and its central role is in creating, communicating, capturing and sustaining value for an organization. Marketing helps a firm in creating value by better understanding... View Details

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

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

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

Web

Podcast - Business & Environment

change’s impacts on their operations and ingredients led them to engage with policymakers and take their climate message to their beer customers. They share how the company has integrated climate action into its operations and supply... View Details

11 Apr 2023
Op-Ed

The First 90 Hours: What New CEOs Should—and Shouldn't—Do to Set the Right Tone

whether they’re staying or leaving. Also, schedule introductory conversations with key customers and employees. You may even want to approach some former employees or board members and ask for their insights. When you arrive, you should... View Details

Keywords: by John Quelch

08 Apr 2014
First Look

First Look: April 8

By: Hałaburda, Hanna, and Felix Oberholzer-Gee Abstract—The value of many products and services rises or falls with the number of customers using them; the fewer fax machines in use, the less important it is to have one. These network... View Details

Keywords: Sean Silverthorne

Web

Rock Summer Fellows - Entrepreneurship

applications will be evaluated based on the clarity and strength of the problem hypothesis, current status and milestones, strength of customer discovery findings, clarity and strength of key assumptions, and evidence of commitment.... View Details

Web

Finding Job Opportunities - Alumni

our 12twenty (our recruiting platform) to post opportunities for experienced talent. Want to get notified about newly posted opportunities? Create search agents to alert you when new jobs that meet your custom criteria are posted in the... 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

19 Dec 2011
Research & Ideas

Climbing the Great Wall of Trust

economy, it's getting more essential that global executives learn their way around Chinese cultural customs in order to be successful in that country. While every country has its version of the "old boys network" that defines... View Details

Keywords: by Michael Blanding

17 Aug 2020
Research & Ideas

What the Stockdale Paradox Tells Us About Crisis Leadership

sequenced-visualization exercise. This exercise, which engages the mind with both faith in the future and brutal facts of the present, would be a useful one for either individuals or teams. In mental contrasting, a person: Visualizes a... View Details

Keywords: by Boris Groysberg and Robin Abrahams

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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