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  • January 2019 (Revised October 2019)
  • Case

Commercial Sales Transformation at Microsoft

By: Doug J. Chung
Industry leaders should adapt to changes in the business context and consider different ways to grow. Advances in technology had shifted software demand to the cloud. As a result, Microsoft announced a strategic shift in direction from its existing ‘Windows first’... View Details
Keywords: Sales; Strategy; Transformation
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  • Article

When Talk Is "Free": The Effect of Tariff Structure on Usage Under Two- and Three-Part Tariffs

By: Eva Ascarza, Anja Lambrecht and Naufel Vilcassim
In many service industries, firms introduce three-part tariffs to replace or complement existing two-part tariffs. In contrast with two-part tariffs, three-part tariffs offer allowances, or “free” units of the service. Behavioral research suggests that the attributes... View Details
Keywords: Pricing; Nonlinear Pricing; Discrete/continuous Choice Model; Three-part Tariffs; Free Products; Price; Consumer Behavior; Analysis; Learning; Risk and Uncertainty
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  • January 2010 (Revised March 2013)
  • Case

HubSpot: Lower Churn through Greater CHI

By: F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem
HubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the... View Details
Keywords: Business Startups; Customer Relationship Management; Customer Satisfaction; Customer Value and Value Chain; Forecasting and Prediction; Consumer Behavior; Happiness; Consulting Industry
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  • 13 May 2024
  • Research & Ideas

Picture This: Why Online Image Searches Drive Purchases

randomly provided text-and-image search refinement suggestions to only half of roughly 500,000 users, chosen randomly. A customer in the test group searching for the general term “headphones” would receive refinement suggestions, such as... View Details
Keywords: by Rachel Layne; Information Technology; Technology; Consumer Products; Retail
  • July 1994 (Revised March 1996)
  • Case

Baxter International: OnCall as Soon as Possible?

Baxter Healthcare is heir to the fabled ASAP ordering system, one of the best-known examples of the use of technology to provide strategic marketing advantage. By 1994, the proprietary ASAP system is well established. Baxter is beginning to launch On-Call EDI, which is... View Details
Keywords: Information Technology; Competitive Advantage; Business Strategy; Information Technology Industry; Health Industry
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  • 2011
  • Working Paper

Business Model Innovation and Competitive Imitation: The Case of Sponsor-Based Business Models

By: Ramon Casadesus-Masanell and Feng Zhu
We study sponsor-based business model innovations where a firm monetizes its product through sponsors rather than setting prices to its customer base. We analyze strategic interactions between an innovative entrant and an incumbent where the incumbent may imitate the... View Details
Keywords: Business Model; Innovation and Invention; Market Entry and Exit; Competitive Strategy; Competitive Advantage; Value
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  • Research Summary

Ownership Qutotient: Putting the Service Profit Chain for Unbeatable Competitive Advantage

By: W. Earl Sasser

Professors Jim Heskett and Earl Sasser, in collaboration with Joe Wheeler have been examining cuatomer and employee ownership behaviors which have a profound impact on long term profit and growth. Their findings are published in Ownership Quotient:... View Details

  • 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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  • November 2000 (Revised May 2002)
  • Case

FleetBoston Financial: Online Banking

By: Frances X. Frei and Hanna Rodriguez-Farrar
As the ninth largest bank holding company in the United States in 2000, FleetBoston Financial Corp. provided a myriad of financial services, including retail banking, loan origination, and brokerage accounts. This case explores how FleetBoston responded to the Internet... View Details
Keywords: Business Model; Borrowing and Debt; Cost Management; Banks and Banking; Consumer Behavior; Service Operations; Competition; Online Technology; Banking Industry; United States
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  • August 2014
  • Case

Opening the Valve: From Software to Hardware (A)

By: Ethan Bernstein, Francesca Gino and Bradley Staats
Valve, one of the world's top video game software companies, has also become an iconic example of an organization with virtually no hierarchy. A 400-person organization, Valve's unique organizational form (described in detail in the case and accompanying employee... View Details
Keywords: Valve; Self-Managed Organizations; Organization Design; Strategy; Flat Organization; Video Games; Organization Alignment; Family Business; Steam; Steam Machine; Design; Games, Gaming, and Gambling; Human Resources; Collaborative Innovation and Invention; Technological Innovation; Leadership Style; Management Practices and Processes; Organizational Design; Organizational Structure; Organizational Culture; Organizational Change and Adaptation; Groups and Teams; Alignment; Software; Hardware; Video Game Industry; Seattle
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  • September 2010 (Revised February 2011)
  • Case

Red Lobster

By: David E. Bell and Jason Riis
Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details
Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry
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  • Article

Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information

By: Santiago Gallino and Antonio Moreno
Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can... View Details
Keywords: Retail Operations; Inventory Availability; Empirical Operations Management; Business Analytics; Online Retail; Ecommerce; Operations; Management; Distribution Channels; Consumer Behavior; E-commerce; Retail Industry
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  • January 2014
  • Technical Note

Learning From Extreme Consumers

By: Jill Avery and Michael Norton
Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details
Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention
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  • 02 Sep 2015
  • What Do You Think?

What's Wrong With Amazon’s Low-Retention HR Strategy?

service for customers and long-term profits to patient investors but disappointment for some people who have gone to work there.  (In parlance that my co-authors and I used in a recent book that discusses Amazon, it still falls short of... View Details
Keywords: by James Heskett; Web Services; Retail; Apparel & Accessories; Consumer Products; Fashion
  • July 2025
  • Article

On the Economic Origins of Concerns Over Women’s Chastity

By: Anke Becker
This paper studies the origins and function of customs and norms that intend to keep women from being promiscuous. Using large-scale survey data from more than 100 countries, I test the anthropological theory that a particular form of preindustrial... View Details
Keywords: Infibulation; Female Sexuality; Paternity Uncertainty; Concern About Women's Chastity; Pastoralism; Economic Anthropology; History; Gender; Social Issues; Culture
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  • August 1995
  • Case

Air Products and Chemicals, Inc.: IT Organization and Architecture Challenges

By: Richard L. Nolan
Presents the outcome of Air Products ICON decentralization projects. New issues are explored, including the challenges of having a decentralized MIS staff, global network, client/server architecture, new data center issues, outsourcing, a new highly strategic customer... View Details
Keywords: Information Technology; Information Infrastructure; Applications and Software; Organizational Design; Problems and Challenges
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  • January 2014 (Revised May 2014)
  • Case

Tech Mahindra and the Acquisition of Satyam Computers (A)

By: Srikant M. Datar, Anjali Raina and Namrata Arora
Set in 2008, the case details Tech Mahindra, an information technology (IT) company within the Mahindra Group, an Indian multi-industry company with a diverse stable of businesses including automotives, farm equipment, and financial services, and its decision to... View Details
Keywords: Acquisition; Corporate Governance; Computer Industry; India
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  • August 2017
  • Case

RoboTech: Storming into the U.S. Market

By: Christopher A. Bartlett, Rachel Gordon and John J. Lafkas
This case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative... View Details
Keywords: Market Entry and Exit; Diversification; Product Launch; Competitive Strategy; Globalized Firms and Management; Medical Devices and Supplies Industry; Technology Industry; Singapore; United States
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  • 28 Jul 2008
  • Research & Ideas

Making the Decision to Franchise (or not)

challenge of serving customers with different preferences and behaviors when that model is stretched across multiple markets." As a starting point in their research, the authors focused on the organizational... View Details
Keywords: by Julia Hanna; Retail
  • October 2023 (Revised July 2025)
  • Case

Thermo Fisher Scientific: Foray into Contract Research

By: Satish Tadikonda, William Marks and Kevin Emancipator
After publicly declaring that they would not enter the contract research organization (CRO) business in 2017, Thermo Fisher purchased Pharmaceutical Product Development (PPD), one of the biggest players in the CRO space, in 2021. Much had changed in the intervening... View Details
Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Corporate Strategy; Organizational Change and Adaptation; Biotechnology Industry
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