Custom - Publications - Faculty & Research

28 Feb 2022
News

How Racial Bias Taints Customer Service: Evidence from 6,000 Hotels

November 2004
Article

Bringing Customers Into the Boardroom

By: Gail J. McGovern, David Court, John A. Quelch and Blair Crawford

“Thales Teixeira brings a brilliant and incisive intellect—blending fundamental insights with practical guidance—to the urgent question of digital transformation. In the book, he gives us a roadmap for winning the right customers, and for keeping them, amidst... View Details

May 2024
Background Note

Net Revenue Retention: Unpacking the Dynamics of Customer Monetization

By: Elie Ofek, Barak Libai and Eitan Muller

Firms and investors alike are beginning to recognize the importance of tracking how revenues from existing customers are evolving over time and to appreciate the value in understanding what might explain changes in these revenues. Consequently, in addition to looking... View Details

Keywords: Customer Relationship Management; Revenue; Measurement and Metrics; Customer Value and Value Chain

Citation

Educators

Purchase

09 Apr 2001
Research & Ideas

The Manager’s Guide to Communicating with Customers Collection

Are you reaching your customers? The key is knowing who they are and what they want To appeal to retail customers you need to understand what makes them tick. What better way to do that than by studying actual consumer behavior? A great... View Details

Keywords: by Richard Bierck; Retail

National Customer Orientation: An Empirical Test across 112 Countries

Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer... View Details

Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati

Keywords: Organizations; Customer Focus and Relationships

Citation

Awards

Berry-AMA Book Prize for the Best Book in Marketing

By: Sunil Gupta

Winner of the 2006 Berry-AMA Book Prize for the Best Book in Marketing for Managing Customers as Investments: The Strategic Value of Customers in the Long Run (Wharton School Publishing) with Donald R. Lehmann. View Details

17 Jun 2016
News

Companies Need to Start Marketing Safety to Customers

September 2024
Exercise

Assessing the Value of Unifying and De-Duplicating Customer Data

By: Elie Ofek and Hema Yoganarasimhan

This exercise provides an opportunity for students to gain hands on experience with assessing the value of unifying various customer databases that a firm may have (e.g., across the different brands it markets) and of properly identifying customers to avoid duplication... View Details

Keywords: Customer Relationship Management; Measurement and Metrics; Analytics and Data Science; Value

Citation

Purchase

March 2000 (Revised February 2005)
Case

Hewlett Packard--Computer Systems Organization: Selling to Enterprise Customers

By: Das Narayandas and Robert C. Dudley

In late 1996, Manuel Diaz, head of Worldwide Sales for Hewlett-Packard's (HP) Computer Systems Organization (CSO), is reviewing the results of an audit of HP's enterprise customer management approach with the objective of identifying market and organizational... View Details

Keywords: Accounting Audits; Transformation; Customer Relationship Management; Cost vs Benefits; Marketing Strategy; Sales; Computer Industry

Citation

Educators

Purchase

09 Dec 2019
News

Identify Great Customers from Their First Purchase

September 2022
Background Note

On CUE: The Quest for Optimal Customer Unit Economics

By: Elie Ofek, Barak Libai and Eitan Muller

Startups are often evaluated by how well they perform on unit economics, defined as the ratio of a customer’s lifetime value (LTV) to acquisition costs (CAC). A common target for unit economics, advocated by many VCs and analysts, is 3:1 (i.e., LTV/CAC=3). While there... View Details

Keywords: Unit Economics; Business Startups; Performance Evaluation; Customer Value and Value Chain; Customer Relationship Management; Analysis

Citation

Educators

Purchase

17 Jun 2016
Op-Ed

Companies Need to Start Marketing Security to Customers

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details

Keywords: by John A. Quelch; Entertainment & Recreation

13 Mar 2017
News

Hiding Products From Customers May Ultimately Boost Sales

21 Feb 2017
News

It is NOT the Year of the Customer

Fall 2016
Article

How Do Customers Respond to Increased Service Quality Competition?

By: Ryan W. Buell, Dennis Campbell and Frances X. Frei

When does increased service quality competition lead to customer defection, and which customers are most likely to defect? Our empirical analysis of 82,235 customers exploits the varying competitive dynamics in 644 geographically isolated markets in which a nationwide... View Details

Keywords: Service Quality Competition; Retail Banks; Empirical Operations; Retention; Service Operations; Quality; Competition; Banking Industry; United States

Citation

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