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  • 21 Aug 2018
  • First Look

New Research and Ideas, August 21, 2018

it is no longer enough for firms to be better or cheaper to gain competitive advantage. These new rules make it essential for companies to reexamine four fundamental aspects of their business to thrive in the digital era—their strategy, value chain, View Details
Keywords: Dina Gerdeman
  • September 24, 2024
  • Article

4 Steps That Can Optimize Your Sales Process

By: Frank V. Cespedes, Scott Peterson and Daniel Weinfurter
Sales is a performance art where outcomes matter, so most advice here focuses on closing the sale. But a close is the result of actions and choices that occur earlier in the process: how much time and effort to spend on customer discovery (understanding what and to... View Details
Keywords: Sales; Customer Satisfaction; Growth and Development Strategy; Competitive Advantage
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  • May 1997 (Revised October 2007)
  • Case

Teradyne: The Aurora Project

By: Joseph L. Bower
Three cases deal with the introduction of a new product to Teradyne's line of semiconductor test equipment. Teradyne: Managing Strategic Change provides historic and administrative background for the other two cases. This case deals with the problems facing the head of... View Details
Keywords: Business Divisions; Business Startups; Customer Satisfaction; Product Launch; Product Development; Corporate Strategy; Semiconductor Industry
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  • 07 Jul 2021
  • Book

Good News for Disgraced Companies: You Can Regain Trust

smarts—“competence alone is never enough” to ensure trust, Sucher says. The other three elements need to be considered. Motive: Customers are intent on understanding a company’s motive: why they do what they do, and whose interests they... View Details
Keywords: by Lane Lambert
  • 08 Apr 2014
  • First Look

First Look: April 8

August 2013 MIT Sloan Management Review The High Price of Customer Satisfaction By: Keiningham, Timothy, Sunil Gupta, Lerzan Aksoy, and Alexander Buoye Abstract—Managers often assume that improving View Details
Keywords: Sean Silverthorne
  • August 2010 (Revised November 2020)
  • Module Note

Integrating Around the Job to Be Done

By: Clayton Christensen, Rory McDonald, Laura E Day and Shaye Roseman
Unlike traditional market segmentations that are based on a correlation of product sales or service with the attributes of the purchaser (such as age, gender, income level, and education level), jobs-based segmentation seeks to understand the causal roots of... View Details
Keywords: Integration Planning; Jobs; Market Segmentation; Customer Satisfaction; Marketing; Jobs and Positions; Marketing Strategy; Segmentation; Integration; Planning
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  • 29 Nov 2010
  • HBS Case

United Breaks Guitars

object lesson in what that means for big, recognizable companies and their brands. "United Breaks Guitars" documents the incredible viral power of social media, analyzing the reach and impact of a clever customer complaint music... View Details
Keywords: by Julia Hanna
  • March 2010 (Revised November 2010)
  • Case

Pandora Radio: Fire Unprofitable Customers?

By: Willy C. Shih and Halle Alicia Tecco
Pandora Radio is at a crossroads. Founder Tim Westergren has just been told by a well known VC to get rid of his unprofitable customers in order to get his costs down, but Westergren is not sure that such actions are consistent with his company's business model.... View Details
Keywords: Business Model; Customer Satisfaction; Music Entertainment; Venture Capital; Profit; Growth and Development Strategy; Consumer Behavior; Internet; Media and Broadcasting Industry
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  • 28 Jan 2019
  • Research & Ideas

Forget Cash. Here Are Better Ways to Motivate Employees

on how best to reward their workers in ways that will bring them greater job satisfaction and motivate them to work harder. When recruiting, emphasize benefits Talking up a job’s perks, such as flexible work schedules and skill training,... View Details
Keywords: by Dina Gerdeman
  • 09 Sep 2008
  • First Look

First Look: September 9, 2008

With a combination of rock-bottom prices, simplicity, and a focus on customer satisfaction backed by a unique low-cost infrastructure, Telmore's business model, with its powerful virtuous cycles, proved to... View Details
Keywords: Sean Silverthorne
  • June 2009
  • Case

Plaza, the Logistics Park of Zaragoza

In the year 2000, the Government of the Autonomous Community of Aragón, Spain, made public a project for the development of a large-scale logistics park in the outskirts of the city of Zaragoza. With an area of nearly 13 square kilometers, PLAZA (an acronym for... View Details
Keywords: Customer Satisfaction; Geographic Location; Growth and Development Strategy; Infrastructure; Logistics; Supply Chain; Transportation; Distribution Industry; Zaragoza
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  • 2014
  • Other Teaching and Training Material

Marketing Reading: Brand Positioning

By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
Related
  • Web

Topics - HBS Working Knowledge

Satisfaction (23) Customer Value and Value Chain (12) Customers (104) Customization and Personalization (3) Debt Securities (1) Decision Choices... View Details
  • 30 Jan 2020
  • Research & Ideas

The Upside of Highlighting a Product's Downsides

When booking an international flight, the choice often comes down to “expensive but direct” or “cheap with connections.” But what if an airline warned customers that the direct flight was frequently delayed? Would View Details
Keywords: by Danielle Kost
  • 10 Apr 2012
  • First Look

First Look: April 10

he began to share his insights more widely with family, friends, and students. In this groundbreaking book, Christensen puts forth a series of questions: How can I be sure that I'll find satisfaction in my career? How can I be sure that... View Details
Keywords: Carmen Nobel

    John A. Deighton

    John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

    Keywords: advertising; banking; beverage; communications; computer; consumer products; credit card; e-commerce industry; financial services; grocery; hotels ＆ motels; information technology industry; marketing industry; music; pharmaceuticals; professional services
    • September 2011
    • Article

    The Labor Illusion: How Operational Transparency Increases Perceived Value

    By: Ryan W. Buell and Michael I. Norton
    A ubiquitous feature of even the fastest self-service technology transactions is the wait. Conventional wisdom and operations theory suggests that the longer people wait, the less satisfied they become; we demonstrate that due to what we term the labor illusion, when... View Details
    Keywords: Internet and the Web; Perception; Valuation; Service Delivery; Consumer Behavior; Performance Effectiveness; Customer Satisfaction; Service Industry
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    • Web

    Faculty - Creating Emerging Markets

    customer behavior , customer satisfaction , service management , service operations , service quality Interviews Prithvi Raj Singh Oberoi Prithwiraj Choudhury Lumry Family... View Details

      Walter A. Friedman

      Walter A. Friedman is Director of the Business History Initiative and Lecturer.  He edits Business History Review with Geoff Jones. He specializes in business, labor, and economic history. He is author of Fortune Tellers: The Story of America's First... View Details

      Keywords: advertising; automobiles; automotive; electrical equipment; electronics; information technology industry; marketing industry; railroad; retailing; soft drink
      • 05 Sep 2019
      • Working Paper Summaries

      The Value of Intermediation in the Stock Market

      Keywords: by Marco Di Maggio, Mark Egan, and Francesco Franzoni