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Show Results For

  • All HBS Web  (1,235)
    • News  (259)
    • Research  (901)
    • Events  (4)
    • Multimedia  (1)
  • Faculty Publications  (364)
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  • TeachingInterests

MBA Required Curriculum Marketing

Marketing

The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create... View Details

  • September 2015
  • Case

Eco7: Launching a New Motor Oil

By: John Quelch and Sunru Yong
Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly motor oil. The company's performance has been mediocre, shareholder pressure is increasing, and... View Details
Keywords: Distribution Channels; Environmental Sustainability; Product Launch; Transportation; Energy Sources; Auto Industry
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Quelch, John, and Sunru Yong. "Eco7: Launching a New Motor Oil." Harvard Business School Brief Case 916-507, September 2015.

    Detecting Routines: Applications to Ridesharing CRM

    Routines shape many aspects of day-to-day consumption. While prior work has established the importance of habits in consumer behavior, little work has been done to understand the implications of routines--which we define as repeated behaviors with recurring, temporal... View Details
    • 18 Feb 2019
    • Book

    What’s Really Disrupting Business? It’s Not Technology

    similar amounts of technology. The common pattern was that the majority of customers in those markets had changing needs and wants, and their behavior was changing. Kost: Many of the companies you’ve studied... View Details
    Keywords: by Danielle Kost; Beauty & Cosmetics; Insurance; Service; Retail
    • September 2019 (Revised February 2020)
    • Teaching Note

    Commonwealth Bank of Australia: Unbanklike Experimentation

    By: Ryan W. Buell and Leslie K. John
    Email mking@hbs.edu for a courtesy copy.

    This Teaching Note explains the theory of the case and teaching plan for the case: Commonwealth Bank of Australia: Unbanklike Experimentation (619-018). In August 2017,... View Details
    Keywords: Transparency; Experimentation; Banks and Banking; Credit Cards; Customer Focus and Relationships; Competitive Strategy; Banking Industry; Australia
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    Buell, Ryan W., and Leslie K. John. "Commonwealth Bank of Australia: Unbanklike Experimentation." Harvard Business School Teaching Note 620-041, September 2019. (Revised February 2020.)
    • January 2010 (Revised August 2011)
    • Case

    United Breaks Guitars

    By: John A. Deighton and Leora Kornfeld
    When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a... View Details
    Keywords: Communication Technology; Customer Satisfaction; Marketing Communications; Marketing Strategy; Consumer Behavior; Network Effects; Service Delivery; Social and Collaborative Networks; Internet; Air Transportation Industry
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    Deighton, John A., and Leora Kornfeld. "United Breaks Guitars." Harvard Business School Case 510-057, January 2010. (Revised August 2011.) (request a courtesy copy.)
    • 2024
    • Working Paper

    Platform Information Provision and Consumer Search: A Field Experiment

    By: Lu Fang, Yanyou Chen, Chiara Farronato, Zhe Yuan and Yitong Wang
    Despite substantial efforts to help consumers search in more intuitive ways, text search remains the predominant tool for product discovery online. In this paper, we explore the effects of visual and textual cues for search refinement on consumer search and purchasing... View Details
    Keywords: Consumer Behavior; E-commerce; Decision Choices and Conditions; Learning; Internet and the Web
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    Fang, Lu, Yanyou Chen, Chiara Farronato, Zhe Yuan, and Yitong Wang. "Platform Information Provision and Consumer Search: A Field Experiment." NBER Working Paper Series, No. 32099, February 2024.
    • February 2025 (Revised February 2025)
    • Case

    Managing Complexity at mymuesli

    By: Thomas Graeber and Stacy Straaberg
    In April 2009, direct-to-consumer e-commerce muesli brand mymuesli faced a flood of customer questions. The breakfast cereal startup enabled users to order personalized muesli on its website by choosing from 75 organic ingredients for a total of 566 quadrillion... View Details
    Keywords: Customer Satisfaction; Decisions; Food; Product Marketing; Product Positioning; Product Launch; Problems and Challenges; Behavior; Competitive Advantage; Customization and Personalization; Segmentation; Internet and the Web; Food and Beverage Industry; Europe; Germany
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    Graeber, Thomas, and Stacy Straaberg. "Managing Complexity at mymuesli." Harvard Business School Case 925-008, February 2025. (Revised February 2025.)
    • 2023
    • Working Paper

    Personalized Game Design for Improved User Retention and Monetization in Freemium Games

    By: Eva Ascarza, Oded Netzer and Julian Runge
    One of the most crucial aspects and significant levers that gaming companies possess in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in... View Details
    Keywords: Freemium; Retention/churn; Field Experiment; Field Experiments; Gaming; Gaming Industry; Mobile App; Mobile App Industry; Monetization; Monetization Strategy; Games, Gaming, and Gambling; Mobile and Wireless Technology; Customers; Retention; Product Design; Strategy
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    Ascarza, Eva, Oded Netzer, and Julian Runge. "Personalized Game Design for Improved User Retention and Monetization in Freemium Games." Harvard Business School Working Paper, No. 21-062, November 2020. (Revised December 2023.)

      Organizational Design and Control Across Multiple Markets: The Case of Franchising in the Convenience Store Industry

      Many companies operate units that are dispersed across different types of markets, serving significantly diverging customer bases. Such dispersion is likely to compromise headquarters' ability to control local managers' behavior and satisfy the needs of different... View Details
      • November 2011
      • Article

      Social Strategies That Work

      By: Mikolaj Jan Piskorski
      Although most companies have collected lots of friends and followers on social platforms such as Facebook, few have succeeded in generating profits there. That's because they merely port their digital strategies into social environments by broadcasting their commercial... View Details
      Keywords: Social Platforms; Social Strategies; Social and Collaborative Networks; Customers; Relationships; Business Strategy; Profit
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      Piskorski, Mikolaj Jan. "Social Strategies That Work." Harvard Business Review 89, no. 11 (November 2011): 116–122.
      • 22 Dec 2008
      • Research & Ideas

      10 Reasons to Design a Better Corporate Culture

      codified and enforced cultures enjoy great employee and customer loyalty, in large part because they are effective in either altering ineffective behaviors or disengaging from values-challenged employees in... View Details
      Keywords: by James L. Heskett, W. Earl Sasser & Joe Wheeler
      • March 2019
      • Case

      HOPI: Turkey's Shopping Companion

      By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
      The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details
      Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Retail Industry; Turkey
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      Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019.
      • 26 Jul 2010
      • Research & Ideas

      Yes, You Can Raise Prices in a Downturn

      a principle that behavioral economists now emphasize: the importance of salient feedback in affecting customer choice, especially when long-term costs of a purchase (health care, trucks) or one's View Details
      Keywords: by Sean Silverthorne; Retail; Consumer Products
      • September 1999 (Revised February 2004)
      • Case

      Juice Guys (B)

      By: Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle
      The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. View Details
      Keywords: Entrepreneurship; Product Launch; Product Positioning; Customer Relationship Management; Consumer Behavior; Commercialization; Customer Satisfaction; Food and Beverage Industry
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      Lassiter, Joseph B., III, Sharon Lee Fox, and Cynthia Rushmore Kuechle. "Juice Guys (B)." Harvard Business School Case 800-123, September 1999. (Revised February 2004.)
      • September–October 2020
      • Article

      Managing Churn to Maximize Profits

      By: Aurelie Lemmens and Sunil Gupta
      Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details
      Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit
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      Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Marketing Science 39, no. 5 (September–October 2020): 956–973.
      • 21 Jan 2014
      • First Look

      First Look: January 21

      Publications August 2013 Journal of Economic Behavior & Organization Awards Unbundled: Evidence from a Natural Field Experiment By: Ashraf, Nava, Oriana Bandiera, and Scott Lee Abstract—Organizations often use non-monetary awards to... View Details
      Keywords: Sean Silverthorne
      • 17 May 2022
      • Cold Call Podcast

      Delivering a Personalized Shopping Experience with AI

      Keywords: Re: Jill J. Avery
      • May 3, 2023
      • Article

      What Top-Performing Sales Managers Do Differently

      By: Mike Schultz and Frank V. Cespedes
      Sales managers hire reps, influence their training, provide (we hope) feedback and so reinforce good selling behaviors, and are key in the execution of growth and change initiatives. In a study of more than 1,000 sales managers and sellers across industries, we found... View Details
      Keywords: Management Practices and Processes; Sales; Performance Effectiveness
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      Schultz, Mike, and Frank V. Cespedes. "What Top-Performing Sales Managers Do Differently." TrainingIndustry.com (May 3, 2023).
      • April 2022 (Revised May 2022)
      • Case

      Mastercard Labs (A) (Abridged)

      By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley
      When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, he shifted the company’s competitive focus from card networks to cash itself. Mastercard’s new vision of a “World Beyond Cash” distilled into a three-pronged framework: Grow the core business, Diversify... View Details
      Keywords: Organizational Behavior; Culture; Organizational Culture; Culture Change; Organizational Adaptation; Organizational Effectiveness; Alignment; Leadership; Leadership Development; Innovation; Innovation Ecosystems; Diversity; Collaboration; Co-creation; Learning Organizations; Empowerment; Ecosystem; Agility; Prototype; Experiment; Partnerships; Operating Model; Risk Management; Metrics; Payments; Financial Inclusion; Financial Industry; Ambidexterity; Corporate Innovation; Innovation Lab; Accelerator; Start-up; Intrapreneurship; Competitive Strategy; Business Model; Technological Innovation; Growth and Development Strategy; Digital Transformation
      Citation
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      Hill, Linda A., Sunil Gupta, Emily Tedards, and Julia Kelley. "Mastercard Labs (A) (Abridged)." Harvard Business School Case 422-082, April 2022. (Revised May 2022.)
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