Customer Test - Publications - Faculty & Research

18 Dec 2012
First Look

First Look: December 18

greater customer satisfaction and employee retention after six months as compared to (a) socialization that focused on organizational identity (emphasizing the pride to be gained from organizational affiliation) and (b) the organization's... View Details

Keywords: Carmen Nobel

16 Aug 2022
Op-Ed

Now Is the Time for Entrepreneurs to Play Offense

valued. Executing well on this component of the playbook can provide significant leverage in a few short years. 4. Invest in your product Speaking of the product development process, if sales are less frenetic and customer requirements... View Details

Keywords: by Jeffrey Bussgang

13 Nov 2019
Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries and markets. This device would collect data to answer strategic questions, guide managerial decisions, and... View Details

Keywords: by Kristen Senz

18 Nov 2002
Research & Ideas

Where Morals and Profits Meet: The Corporate Value Shift

well as financial analysis. In a world in which companies are expected to behave as moral actors that conform their activities to certain ethical requirements, financial tests of acceptability alone are insufficient. In the book, I spell... View Details

Keywords: by Carla Tishler

02 Oct 2006
Research & Ideas

Negotiating in Three Dimensions

customer relationships, dealing with large shareholders and creditors, as well as initiating and managing cross-border strategic alliances. It is true inside the firm where people from different functional areas and divisions need to... View Details

Keywords: by Martha Lagace

09 Jan 2006
Research & Ideas

When Benchmarks Don’t Work

customer order, or processing the same type of paycheck or benefit claim across multiple companies. But benchmarking is not informative when it is used to compare fundamentally different processes or products. For example, knowing that a... View Details

Keywords: by Robert S. Kaplan; Service

20 Feb 2019
Research & Ideas

Rocket-tunity: Can Private Firms Turn a Profit in Space?

more optimistic than in prior years about the future of human space exploration via non-government firms. Mission Statement: VIRGIN GALACTIC “Our mission, to be the Spaceline for Earth, means we focus on using space for good while delivering an unparalleled View Details

Keywords: by Scott Wallask; Aerospace; Tourism; Transportation

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

"Companies really need to pay attention to the effectiveness of their marketing instruments," Steenburgh says. "They need to look at whether they're creating new customers or whether they're just drawing View Details

Keywords: by Dina Gerdeman

04 Nov 2013
Research & Ideas

The Real Cost of Bribery

payment, how it was detected, and the way the firm responded to the bribe after it was uncovered. To test the hypothesis, Serafeim evaluated data from the forensic services practice of PricewaterhouseCoopers, which provides global... View Details

Keywords: by Carmen Nobel

14 Jul 2020
Research & Ideas

Restarting Under Uncertainty: Managerial Experiences from Around the World

client-centric approach. It intensified virtual interactions with customers, merged sales and customer service, and boosted integration of all databases, which had been spread across functions, into a single View Details

Keywords: by Raffaella Sadun, Andrea Bertoni, Alexia Delfino, Giovanni Fassio, and Mariapaola Testa

23 May 2012
Research & Ideas

Five Ways to Make Your Company More Innovative

communication and encouragement, they can find the courage to try, fail, redo, and try again. Carliss Baldwin How can companies tap their customers for innovative ideas? Firms have a tendency to look at their navels. The first thing I... View Details

Keywords: by Garry Emmons, Julia Hanna & Roger Thompson

08 Sep 2008
HBS Case

The Value of Environmental Activists

There are many methods, most financial, to measure the success of companies in meeting goals. But the question becomes a lot harder at Harvard Business School when MBAs are challenged to measure the efforts of environmental organizations like Greenpeace and the World... View Details

Keywords: by Sarah Jane Gilbert; Energy; Utilities

09 Mar 2015
Research & Ideas

Why Entrepreneurs Should Go Work for Government

biggest customer in the world; on the other hand, 90 out of 100 VCs would say they don't back business models that sell to government," says Weiss. "Though that's starting to change as startups and government are starting to... View Details

Keywords: by Michael Blanding

18 Oct 2011
First Look

First Look: October 18

Original Thinkers Can Be More Dishonest Authors:F. Gino and D. Ariely Publication:Journal of Personality and Social Psychology (forthcoming) Abstract Creativity is a common aspiration for individuals, organizations, and societies. Here, however, we View Details

Keywords: Sean Silverthorne

25 Jun 2013
First Look

First Look: June 25

Specifically, we test how individuals who have a responsibility to punish transgressions behave when confronted with the social norm of preferential treatment on people's birthdays. We first establish the existence of this social norm... View Details

Keywords: Anna Secino

19 Sep 2016
Research & Ideas

Why Isn't Business Research More Relevant to Business Practitioners?

journals. “Academic research can be helpful, but it tends to be overly complex, hard to digest, and not backed by real quantitative insights from customer populations or engagements,” says Neale-May, executive director of the Chief... View Details

Keywords: by Carmen Nobel; Education

13 Apr 2016
Research & Ideas

Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX)

mature industries, nascent markets offer little certainty and plenty of ambiguity—undefined customers, unclear products or features, uncertain customer demand, and even an ill defined set of competitors. Yet, for these startups to have... View Details

Keywords: by Roberta Holland; Aerospace; Food & Beverage; Retail

13 Oct 2009
Research & Ideas

7 Lessons for Navigating the Storm

help leaders learn about leading through a crisis. There they will develop much faster than they will in leading through good times, or studying how other leaders behaved in crises. As the military learned long ago, there is simply no substitute for being in the thick... View Details