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      • Faculty Publications  (684)

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      • 2012
      • Teaching Note

      Beyondsoft Co., Ltd. (B) (TN)

      By: F. Warren McFarlan, Donghong Li and Hong Zhang
      The case "Beyondsoft Co., Ltd. (A)" completed in early 2010 described the strategic path of Beyondsoft over its history of more than 10 years since its foundation in 1995, containing its major business lines and the relations with the major customers at that time, the... View Details
      Keywords: Computer Software; Entrepreneurship; Information Technology; Outsourcing; Strategy; China; Applications and Software; China
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      McFarlan, F. Warren, Donghong Li, and Hong Zhang. "Beyondsoft Co., Ltd. (B) (TN)." Tsinghua University Teaching Note, 2012.
      • January – February 2012
      • Article

      When One Business Model Isn't Enough

      By: Ramon Casadesus-Masanell and Jorge Tarzijan
      Trying to operate two business models at once often causes strategic failure. Yet LAN Airlines, a Chilean carrier, runs three models successfully. Casadesus-Masanell, of Harvard Business School, and Tarziján, of the Pontificia Universidad Católica de Chile, explore how... View Details
      Keywords: Integration; Failure; Business Model; Service Operations; Asset Management; Value; Complexity; Competency and Skills; Business Strategy; Management Analysis, Tools, and Techniques; Risk and Uncertainty; Customer Relationship Management; Air Transportation Industry
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      Casadesus-Masanell, Ramon, and Jorge Tarzijan. "When One Business Model Isn't Enough." Harvard Business Review 90, nos. 1-2 (January–February 2012).
      • November 2011 (Revised August 2012)
      • Background Note

      Customer Discovery and Validation for Entrepreneurs

      By: Frank V. Cespedes, Thomas Eisenmann and Steven G. Blank
      Provides practical guidelines for conducting market research to explore and validate demand for entrepreneurial offering. Explains how the research objectives of entrepreneurs might differ from those relevant to managers evaluating product or service offerings to... View Details
      Keywords: Customer Value and Value Chain; Entrepreneurship
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      Cespedes, Frank V., Thomas Eisenmann, and Steven G. Blank. "Customer Discovery and Validation for Entrepreneurs." Harvard Business School Background Note 812-097, November 2011. (Revised August 2012.)
      • November 2011 (Revised December 2012)
      • Case

      Rent the Runway

      By: Thomas R. Eisenmann and Laura Winig
      Two months after a successful launch in November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round... View Details
      Keywords: Lean Startup; Electronic Commerce; Fashion; Expansion; Business Startups; Growth and Development Strategy; E-commerce; Fashion Industry
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      Eisenmann, Thomas R., and Laura Winig. "Rent the Runway." Harvard Business School Case 812-077, November 2011. (Revised December 2012.)
      • October 2011
      • Case

      Raleigh & Rosse: Measures to Motivate Exceptional Service

      By: Robert Simons and Michael Mahoney
      In January 2010, U.S. luxury goods retailer Raleigh & Rosse is being sued by its employees for encouraging "off the clock" hours. At the center of the class action lawsuit is the famous Raleigh & Rosse performance measurement system previously thought to be the core of... View Details
      Keywords: Control Systems; Performance Measurement; Goal Setting; Compensation; Incentives; Motivation; Sales Compensation; Motivation and Incentives; Goals and Objectives; Growth Management; Lawsuits and Litigation; Organizational Culture; Management Systems; Customer Focus and Relationships; Employees; Performance Evaluation; Compensation and Benefits; Retail Industry; United States
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      Simons, Robert, and Michael Mahoney. "Raleigh & Rosse: Measures to Motivate Exceptional Service." Harvard Business School Brief Case 114-353, October 2011.
      • September 2011
      • Case

      Vibco Industrial Vibrators

      By: Das Narayandas, Kerry Herman and Matthew Preble
      Karl Wadensten, president of Vibco Vibrators, was deciding whether to grow his small company through a marketing push for one of two technologies that he believed could launch his company to the next level of sales, or if he should continue to grow his company through... View Details
      Keywords: Budgets and Budgeting; Customer Relationship Management; Decision Choices and Conditions; Marketing; Product Launch; Customization and Personalization; Expansion; Manufacturing Industry
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      Narayandas, Das, Kerry Herman, and Matthew Preble. "Vibco Industrial Vibrators." Harvard Business School Case 512-005, September 2011.
      • September 2011 (Revised August 2013)
      • Case

      The Pepsi Refresh Project: A Thirst for Change

      By: Michael I. Norton and Jill Avery
      In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
      Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
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      Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
      • September – October 2011
      • Article

      Manage the Culture Cycle

      By: James L. Heskett
      Organizational culture—the shared assumptions, values, and behaviors that determine "how we do things around here"—can be measured and shaped. In organizations with large numbers of customer-facing employees, it can account for up to half of the difference in operating... View Details
      Keywords: Organizational Culture; Value; Behavior; Retention; Customer Focus and Relationships; Change Management; Learning; Innovation and Invention; Labor
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      Heskett, James L. "Manage the Culture Cycle." World Financial Review (September – October 2011): 2–7.
      • August 2011 (Revised July 2012)
      • Case

      Sealed Air Corporation: Deciding the Fate of VTID

      By: Elie Ofek
      In mid 2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the... View Details
      Keywords: Budgets and Budgeting; Customer Focus and Relationships; Decision Choices and Conditions; Technological Innovation; Marketing Strategy; Problems and Challenges; Commercialization; Service Industry
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      Ofek, Elie. "Sealed Air Corporation: Deciding the Fate of VTID." Harvard Business School Case 512-029, August 2011. (Revised July 2012.)
      • August 2011 (Revised November 2012)
      • Case

      Michael Lester at Lachlan Consulting

      By: Anthony J. Mayo and Joshua D. Margolis
      Michael Lester, a consultant with Lachlan, was frustrated by his client's unwillingness to provide key data for an important presentation. Lester must decide how best to confront Nadine Robert, his client, knowing that his personal success and the reputation of his... View Details
      Keywords: Outcome or Result; Training; Customer Focus and Relationships; Interpersonal Communication; Success; Reputation
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      Mayo, Anthony J., and Joshua D. Margolis. "Michael Lester at Lachlan Consulting." Harvard Business School Case 412-041, August 2011. (Revised November 2012.)
      • 2012
      • Book

      The Culture Cycle: How to Shape the Unseen Force That Transforms Performance

      By: James Heskett
      The contribution of culture to organizational performance is both substantial and quantifiable. This book presents the results of field research that demonstrates how an effective culture can account for up to half of the differential in performance between... View Details
      Keywords: Customer Focus and Relationships; Learning; Framework; Policy; Retention; Books; Analytics and Data Science; Innovation and Invention; Management Practices and Processes; Organizational Culture; Performance Expectations; Research
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      Heskett, James. The Culture Cycle: How to Shape the Unseen Force That Transforms Performance. Upper Saddle River, NJ: FT Press, 2012.
      • June 2011 (Revised August 2011)
      • Case

      Colgate-Palmolive: Staying Ahead in Oral Care

      By: Rebecca M. Henderson and Ryan Johnson
      In 2011, Colgate-Palmolive (Colgate) was the global leader in oral care, with a dominant market share lead in toothpaste and a growing presence in toothbrushes and mouthwash. However, the firm faced stiff competition with perennial rivals P&G increasing their focus on... View Details
      Keywords: Innovation Strategy; Brands and Branding; Product Positioning; Distribution Channels; Relationships; Competition; Competitive Advantage; Customization and Personalization; Health Industry
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      Henderson, Rebecca M., and Ryan Johnson. "Colgate-Palmolive: Staying Ahead in Oral Care." Harvard Business School Case 311-120, June 2011. (Revised August 2011.)
      • June 2011
      • Background Note

      It's a Social World

      By: Stephen P. Bradley and Nancy Bartlett
      Social media had fashioned the lives of individuals and communities by 2010, providing an opportunity and a challenge for companies of all sizes. This note provides background on various social media (e.g. social networks, forums, games and communication services) and... View Details
      Keywords: Customer Relationship Management; Brands and Branding; Marketing Strategy; Media; Service Operations; Sales; Opportunities; Corporate Strategy; Web
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      Bradley, Stephen P., and Nancy Bartlett. "It's a Social World." Harvard Business School Background Note 711-544, June 2011.
      • June 2011 (Revised May 2012)
      • Case

      Reckitt Benckiser: Fast and Focused Innovation

      By: Rebecca M. Henderson and Ryan Johnson
      Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth... View Details
      Keywords: Mergers and Acquisitions; Global Strategy; Innovation Leadership; Leadership Style; Growth and Development Strategy; Brands and Branding; Product Development; Performance Improvement; Commercialization; Consumer Products Industry
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      Henderson, Rebecca M., and Ryan Johnson. "Reckitt Benckiser: Fast and Focused Innovation." Harvard Business School Case 311-116, June 2011. (Revised May 2012.)
      • May 2011
      • Article

      Think Customers Hate Waiting? Not So Fast...

      By: Ryan W. Buell and Michael I. Norton
      Managers typically look for ways to reduce wait time to increase customer satisfaction. New research suggests there's a better approach: showing customers a representation of the effort, whether literal or not, being expended on their behalf while they wait. (The... View Details
      Keywords: Customer Relationship Management; Service Delivery; Consumer Behavior; Performance Effectiveness; Customer Satisfaction
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      Buell, Ryan W., and Michael I. Norton. "Think Customers Hate Waiting? Not So Fast..." Harvard Business Review 89, no. 5 (May 2011).
      • April 2011 (Revised January 2015)
      • Case

      The Eleganzia Group

      By: Elie Ofek, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez and Francesco Tronci
      Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General Manager Giannuzzi must decide how to set prices at the Forte Village Resort, the Group's most well-known... View Details
      Keywords: Pricing; Pricing Strategy; Customer Management; Branding; Customer Relationship Management; Price; Luxury; Business Strategy; Brands and Branding; Accommodations Industry; Travel Industry; Italy
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      Ofek, Elie, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez, and Francesco Tronci. "The Eleganzia Group." Harvard Business School Case 511-115, April 2011. (Revised January 2015.)
      • April 2011 (Revised May 2011)
      • Case

      EMC2: Delivering Customer Centricity

      By: Thomas Steenburgh and Jill Avery
      This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the... View Details
      Keywords: Business Model; Interpersonal Communication; Customer Relationship Management; Knowledge Acquisition; Marketing Strategy; Organizational Change and Adaptation; Salesforce Management; Social and Collaborative Networks; Internet; Information Technology Industry
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      Steenburgh, Thomas, and Jill Avery. "EMC2: Delivering Customer Centricity." Harvard Business School Case 511-124, April 2011. (Revised May 2011.)
      • April 2011
      • Case

      Porcini's Pronto: "Great Italian cuisine without the wait!"

      By: James L. Heskett and Richard Luecke
      Porcini's Inc. operates a chain of 23 full-service restaurants located near shopping malls and downtown areas in the northeastern United States. Known for providing excellent service, Porcini's serves high-quality Italian cuisine made from fresh ingredients. Looking... View Details
      Keywords: Franchising; Syndication; Quantitative Analysis; Performance Measurement; Human Resource Management; Incentives; Motivation; Consumer Behavior; Measurement and Metrics; Quality; Customer Value and Value Chain; Selection and Staffing; Expansion; Business Growth and Maturation; Service Delivery; Franchise Ownership; Customer Focus and Relationships; Product Marketing; Food and Beverage Industry; Service Industry; Northeastern United States
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      Heskett, James L., and Richard Luecke. Porcini's Pronto: "Great Italian cuisine without the wait!". Harvard Business School Brief Case 114-277, April 2011.
      • Article

      Putting the 'Relationship' Back into CRM

      By: Susan Fournier and Jill Avery
      Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and... View Details
      Keywords: Marketing; CRM; Customer Relationship Management; Brand Building; Brand Management; Customer Lifetime Value; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Consumer Products Industry
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      Fournier, Susan, and Jill Avery. "Putting the 'Relationship' Back into CRM." MIT Sloan Management Review 52, no. 3 (Spring 2011): 63–72.
      • March 2011 (Revised April 2011)
      • Case

      State Bank of India: Transforming a State Owned Giant

      By: Rajiv Lal and Rachna Tahilyani
      February 2011: O.P. Bhatt reflected contentedly on his five-year term as Chairman of State Bank of India (SBI), India's largest commercial bank. He had led SBI on a journey of transformation from an old, hierarchical, transaction oriented, government bank to a modern,... View Details
      Keywords: Transformation; Customer Relationship Management; Commercial Banking; Leading Change; Growth and Development Strategy; Marketing; Organizational Change and Adaptation; Banking Industry; India
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      Lal, Rajiv, and Rachna Tahilyani. "State Bank of India: Transforming a State Owned Giant." Harvard Business School Case 511-114, March 2011. (Revised April 2011.)
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