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      • June 2015
      • Article

      You Need an Innovation Strategy

      By: Gary P. Pisano
      Why is it so hard to build and maintain the capacity to innovate? The reason is not simply a failure to execute but a failure to articulate an innovation strategy that aligns innovation efforts with the overall business strategy. Without such a strategy, companies will... View Details
      Keywords: Innovation Strategy
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      Pisano, Gary P. "You Need an Innovation Strategy." Harvard Business Review 93, no. 6 (June 2015): 44–54.
      • May 2015
      • Case

      Pricing in a Digital World (2015)

      By: John Gourville
      Dynamic pricing, especially as practiced by Uber and Lift, seems to be all the rage. In this case, we look at five interesting applications of dynamic price and price customization, each made possible by advances in digital technology. These range from the online... View Details
      Keywords: Pricing; Marketing; Dynamic Pricing; Price Customization; Information Technology; Price; Entrepreneurship; Customization and Personalization; Product Marketing
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      Gourville, John. "Pricing in a Digital World (2015)." Harvard Business School Case 515-104, May 2015.
      • 2017
      • Working Paper

      Internalizing Global Value Chains: A Firm-Level Analysis

      By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
      In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
      Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization
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      Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi. "Internalizing Global Value Chains: A Firm-Level Analysis." Harvard Business School Working Paper, No. 16-028, September 2015. (Updated October 2017. See Online Appendix. Also NBER Working Paper 21582. Forthcoming in the Journal of Political Economy.)
      • March 2015
      • Teaching Note

      CVS Health: Promoting Drug Adherence

      By: Leslie John, John Quelch and Robert Huckman
      Email mking@hbs.edu for a courtesy copy.

      This Teaching Note explains the theory of the case and teaching plan for the case: CVS Health: Promoting Drug Adherence (515010). The case finds Helena Foulkes, Executive... View Details
      Keywords: Medication Adherence; Affordable Care Act (ACA); Marketing Strategy; Communication Strategy; Customer Value and Value Chain; Decisions; Health Care and Treatment; Goals and Objectives; Resource Allocation; Marketing Communications; Consumer Behavior; Measurement and Metrics; Service Delivery; Behavior; Motivation and Incentives; Social Issues; Information Technology; Value Creation; Health Industry; Pharmaceutical Industry; Insurance Industry; Public Relations Industry; Retail Industry; United States
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      John, Leslie, John Quelch, and Robert Huckman. "CVS Health: Promoting Drug Adherence." Harvard Business School Teaching Note 515-086, March 2015. (Email mking@hbs.edu for a courtesy copy.)
      • February 2015 (Revised May 2017)
      • Case

      Delhaize Group: Developing Leaders

      By: Boris Groysberg and Sarah L. Abbott
      Delhaize Group, the Belgian-based global food retailer, was focused on competing in the food retailing industry by developing leading positions in key markets via localized retailing strategies. Delhaize was committed to offering its customers superior value while... View Details
      Keywords: Strategy; Organizational Alignment; Talent Management; Leadership Development; Globalized Firms and Management; Human Capital; Talent and Talent Management; Corporate Strategy; Organizational Culture; Retail Industry; Food and Beverage Industry; Belgium
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      Groysberg, Boris, and Sarah L. Abbott. "Delhaize Group: Developing Leaders." Harvard Business School Case 415-019, February 2015. (Revised May 2017.)
      • January 2015 (Revised July 2019)
      • Case

      CVS Health: Promoting Drug Adherence

      By: Leslie John, John Quelch and Robert Huckman
      Email mking@hbs.edu for a courtesy copy.

      The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from a societal, public policy, and firm... View Details
      Keywords: Medication Adherence; Affordable Care Act (ACA); Marketing Strategy; Communication Strategy; Customer Value and Value Chain; Decisions; Health Care and Treatment; Goals and Objectives; Resource Allocation; Marketing Communications; Consumer Behavior; Measurement and Metrics; Service Delivery; Behavior; Motivation and Incentives; Social Issues; Information Technology; Value Creation; Health Industry; Pharmaceutical Industry; Insurance Industry; Public Relations Industry; Retail Industry; United States
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      John, Leslie, John Quelch, and Robert Huckman. "CVS Health: Promoting Drug Adherence." Harvard Business School Case 515-010, January 2015. (Revised July 2019.) (Email mking@hbs.edu for a courtesy copy.)
      • January 2015 (Revised October 2016)
      • Case

      onefinestay: Building a Luxury Experience in the Sharing Economy

      By: Jill Avery, Anat Keinan and Liz Kind
      onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
      Keywords: Luxury Goods; Brand Building; Brand Management; Hospitality; Hotels; Digital Marketing; Brand Positioning; Luxury Service; Airbnb; Sharing Economy; Collaborative Consumption; Disruptive Business Model; Travel; Alternatives To Hotel; Branding; Customer Service; Exceeding Consumer Expectations; Client Acquisition; Reputation Management; Word Of Mouth; 2-way Business Model; Marketing; Marketing Strategy; Brands and Branding; Luxury; Disruption; Business Model; Entrepreneurship; E-commerce; Accommodations Industry; Tourism Industry; Travel Industry; United Kingdom
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      Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
      • 2015
      • Working Paper

      Client Service, Compensation, and the Sell-Side Analyst Objective Function: An Empirical Analysis of Relational Incentives in the Investment-Research Industry

      By: David A. Maber, Boris Groysberg and Paul M. Healy
      This paper investigates how sell-side analysts build and sustain their client networks; the economic gains to successfully managing this challenge; and the metrics through which these incentives are delivered. In a typical semiannual period, the average analyst... View Details
      Keywords: Networks; Measurement and Metrics; Operations; Customer Focus and Relationships; Jobs and Positions
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      Maber, David A., Boris Groysberg, and Paul M. Healy. "Client Service, Compensation, and the Sell-Side Analyst Objective Function: An Empirical Analysis of Relational Incentives in the Investment-Research Industry." Working Paper, 2015.
      • 2014
      • Other Teaching and Training Material

      Marketing Reading: Creating Customer Value

      By: Sunil Gupta
      This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what... View Details
      Keywords: Consumer Behavior; Consumer Marketing; Customer Experience; Network Effects; Service Profit Chain; Total Customer Value
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      Gupta, Sunil. "Marketing Reading: Creating Customer Value." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8176, 2014.
      • 2014
      • Other Teaching and Training Material

      Marketing Reading: Customer Management

      By: Sunil Gupta
      This Reading on customer management sheds light on how companies should evaluate and manage their customers in order to grow profitably. Customer management allows marketing managers to inform investment decisions by drilling down into each customer's profitability or... View Details
      Keywords: Customer Acquisition; Customer Churn; Customer Profitability Analysis; Customer Retention; Firm Value; Organizational Structure
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      Gupta, Sunil. "Marketing Reading: Customer Management." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8162, 2014.
      • December 2014
      • Article

      The Discipline of Business Experimentation

      By: Stefan Thomke and Jim Manzi
      The data you already have can't tell you how customers will react to innovations. To discover if a truly novel concept will succeed, you must subject it to a rigorous experiment. In most companies, tests do not adhere to scientific and statistical principles. As a... View Details
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      Thomke, Stefan, and Jim Manzi. "The Discipline of Business Experimentation." Harvard Business Review 92, no. 12 (December 2014): 70–79.
      • October 2014 (Revised November 2016)
      • Technical Note

      Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)

      By: Elie Ofek
      This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a... View Details
      Keywords: Customer Lifetime Value; Return On Investment; Segmentation; Social Networks; Customer Relationship Management; Marketing Strategy; Investment Return; Social and Collaborative Networks; Social Media
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      Ofek, Elie. "Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)." Harvard Business School Technical Note 515-049, October 2014. (Revised November 2016.)
      • September 2014 (Revised November 2017)
      • Case

      Sustainability at IKEA Group

      By: V. Kasturi Rangan, Michael W. Toffel, Vincent Dessain and Jerome Lenhardt
      By 2014, IKEA Group was the largest home furnishing company, with EUR28.5 billion of sales, and planned to reach EUR50 billion by 2020, mainly from emerging markets. At the same time, IKEA Group had adopted in 2012 a new sustainability strategy that focused the... View Details
      Keywords: Furnishing; Sustainability; Supply Chain; Wood; Customer Value and Value Chain; Supply Chain Management; Environmental Sustainability; Growth and Development Strategy; Consumer Products Industry
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      Rangan, V. Kasturi, Michael W. Toffel, Vincent Dessain, and Jerome Lenhardt. "Sustainability at IKEA Group." Harvard Business School Case 515-033, September 2014. (Revised November 2017.)
      • July 2014 (Revised December 2016)
      • Case

      EcoMotors International

      By: John D. Macomber and Hermes Alvarez
      Eco-Motors, funded in part by Khosla Ventures, has to decide how to go to market with a new technology for internal combustion engines for automotive and industrial use. The OPOC engine has opposed pistons and is a two-stroke engine, as compared to a more traditional... View Details
      Keywords: Technological Innovation; Business Model; Customer Value and Value Chain; Engineering; Manufacturing Industry; Green Technology Industry; Auto Industry
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      Macomber, John D., and Hermes Alvarez. "EcoMotors International." Harvard Business School Case 215-012, July 2014. (Revised December 2016.)
      • June 2014
      • Case

      Making Progress at IDEO

      By: Teresa M. Amabile and Katrina Flanagan
      This case focuses on different types of client relationships at IDEO, the value of these relationships for IDEO and clients, and the implications for IDEO designers' everyday experience of work. As new types of client work have shifted away from the more classic design... View Details
      Keywords: Organizational Change and Adaptation; Motivation and Incentives; Employees; Customer Focus and Relationships; Service Industry
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      Amabile, Teresa M., and Katrina Flanagan. "Making Progress at IDEO." Harvard Business School Case 814-123, June 2014.
      • June 2014
      • Case

      Starbucks Coffee Company: Transformation and Renewal

      By: Nancy F. Koehn, Kelly McNamara, Nora N. Khan and Elizabeth Legris

      Starbucks Coffee Company: Transformation and Renewal analyzes the turnaround and reconstruction of Starbucks Coffee Company from 2008 to 2014 as led by CEO and co-founder Howard Schultz. The case offers executives and students an opportunity to examine in depth how... View Details

      Keywords: Howard Schultz; Starbucks; Transformation; Turnaround; Change; Decision Making; Entrepreneurship; Growth and Development; Leadership; Organizations; Problems and Challenges; Risk and Uncertainty; Strategy; Value; Consumer Products Industry; Food and Beverage Industry; Retail Industry; North and Central America; Europe; Asia; South America; Middle East; Latin America
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      Koehn, Nancy F., Kelly McNamara, Nora N. Khan, and Elizabeth Legris. "Starbucks Coffee Company: Transformation and Renewal." Harvard Business School Case 314-068, June 2014.
      • 22 May 2014
      • Other Presentation

      Inclusion of Small Business in Value Chains

      By: Michael E. Porter
      Prerecorded CSV video played as part of the panel "Inclusion of small business in value chains - international experiences," Business Linkages conference. This event was hosted by the leading Brazilian small business development agency, Sebrae, on May 21 and May 22,... View Details
      Keywords: Creating Shared Value; Value Chain; Society; Customer Value and Value Chain; Brazil
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      Porter, Michael E. "Inclusion of Small Business in Value Chains." Sebrae, São Paulo, Brazil, May 22, 2014.
      • 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
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      Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
      • April 2014
      • Article

      The Limits of Scale: Companies That Get Big Fast Are Often Left Behind. Here's Why.

      By: Hanna Halaburda and Felix Oberholzer-Gee
      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 effects influence consumer decisions and affect companies' ability to compete. Strategists... View Details
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      Halaburda, Hanna, and Felix Oberholzer-Gee. "The Limits of Scale: Companies That Get Big Fast Are Often Left Behind. Here's Why." Harvard Business Review 92, no. 4 (April 2014): 95–99.
      • March 2014
      • Technical Note

      Drivers of Value Creation

      By: Eric Van den Steen
      This note introduces a concise but comprehensive framework for analyzing value creation and value creation advantage, i.e., a firm's superior ability to increase the spread (or gap) between its offering's customer value (or WTP) and supplier cost (or WTS). (While the... View Details
      Keywords: Strategy; Competitive Advantage; Value Creation
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      Van den Steen, Eric. "Drivers of Value Creation." Harvard Business School Technical Note 714-487, March 2014.
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