Publications

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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March 2009 (Revised June 2010)
Case

Neck & Neck: Leveraging the Club Neck Information

Commercial Director Prado wonders how to leverage the loyalty card information to prepare the fall 2008 budget. The case discusses the value of subjective and objective information for profit-planning purposes. Spanish children's apparel retailer Neck & Neck uses... View Details

Keywords: Customer Relationship Management; Profit; Knowledge Use and Leverage; Marketing; Consumer Behavior; Retail Industry

26 Apr 2022
Book

What Does Your Business Stand For? Why Building Trust Starts with Purpose

were waiting for a business meeting and were wrongly accused of loitering at a Starbucks store. “We work to create a warm, welcoming environment in our stores for every customer that visits Starbucks, and on that day in Philadelphia, we... View Details

Keywords: by Ranjay Gulati

2015
Book

What Great Service Leaders Know and Do: Creating Breakthroughs in Service Firms

By: James L. Heskett, W. Earl Sasser and Leonard A. Schlesinger

Based on decades of collective field experiences, the authors present anecdotal evidence in support of eight things that great service leaders know and do. Great service leaders know that (1) leading a breakthrough service is different, and they take steps to ensure... View Details

Keywords: Management; Leadership; Service Operations; Service Delivery

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March 2024
Teaching Note

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Peter S. Fader, Bruce Hardie and Michael Ross

Teaching Note for HBS Case No. 524-046. This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in... View Details

Keywords: Customer Relationship Management; Analytics and Data Science; Growth and Development Strategy; Customer Value and Value Chain; Retail Industry; United States

27 Jan 2023
Op-Ed

Have We Lost Sight of Integrity?

the NTSB later flagged for omitting pivotal facts, Boeing said that its customers “have our assurance that the 737 MAX is as safe as any airplane that has ever flown the skies.” Just five months later, another 737 MAX—Ethiopian Airlines... View Details

Keywords: by Bill George

July 2024
Case

Negotiating in a Hurricane: John Branca and the Michael Jackson Estate

By: James K. Sebenius and Alex Green

When the "King of Pop," Michael Jackson, unexpectedly died in 2009, he left behind an estate that was over $500 million in debt, with largely illiquid assets, and legions of creditors poised to begin to seize assets in as soon as 60 days. The task of managing Jackson’s... View Details

Keywords: Bargaining; Dispute Resolution; Negotiation; Entertainment; Financial Management; Financial Condition; Assets; Music Industry

November 2012 (Revised September 2013)
Case

Learning Resources: A Hands-On Toy Company Deals with New Challenges and Opportunities

By: Boris Groysberg and Anahita Hashemi

Learning Resources is a family-owned educational toy company that, by late 2011, was facing a myriad of challenges, including increased competition, entry into new markets, new distribution methods, rising costs of production in China, and changing customer behavior.... View Details

Keywords: Leading Teams; Strategy Formulation; Strategy And Execution; Innovation; Corporate Culture; Industry Analysis; Organizational Alignment; Entrepreneurs; Sales Channels; Leadership; Strategy; Change Management; Innovation Leadership; Family Business; Entrepreneurship; Product Design; Sales; Retail Industry; United States

January 2020 (Revised April 2020)
Case

Rumo: Infrastructure for a Healthier Economy

By: Forest L. Reinhardt, Mariana Cal, Ruth Costas and Natalie Kindred

Brazilian logistics company Rumo operated 13,500 km in railway networks, port terminals, and inland transshipment terminals, connecting major Brazilian ports to the agriculture hubs of Mato Grosso and São Paulo state. Controlled by Cosan, Brazil's leading sugar and... View Details

Keywords: Agribusiness; Plant-Based Agribusiness; Customer Relationship Management; Growth and Development Strategy; Logistics; Rail Transportation; Value Creation; Rail Industry; Transportation Industry; Agriculture and Agribusiness Industry; Latin America; Brazil

05 Mar 2019
First Look

New Research and Ideas, March 5, 2019

non-democracies. The Value of First Impressions: Leveraging Acquisition Data for Customer Management By: Padilla, Nicolas, and Eva Ascarza Abstract— Managing customers... View Details

Keywords: Dina Gerdeman

2024
Working Paper

The Impact of Culture Consistency on Subunit Outcomes

By: Jasmijn Bol, Robert Grasser, Serena Loftus and Tatiana Sandino

We examine the association between subunit culture consistency—defined as the congruence between the organizational values espoused by top management and those perceived and practiced by subunit employees—and subunit outcomes. Using data from 235 subunits of a... View Details

Keywords: Organizational Culture; Employees; Creativity; Satisfaction

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November 2002 (Revised November 2006)
Case

Tax-Motivated Film Financing at Rexford Studios

By: Mihir A. Desai, Gabriel J. Loeb and Mark Veblen

The head of production for Rexford Studios must analyze the terms and value consequences of an international financing involving a German film fund. The financing involves a sale-leaseback structure where international tax rules give rise to a sizable economic pie that... View Details

Keywords: International Finance; Financing and Loans; Taxation; Cash Flow; Financial Strategy; Financial Management; Competition; Film Entertainment; Entertainment and Recreation Industry; Financial Services Industry; Germany

24 Jan 2011
HBS Case

Terror at the Taj

outstanding service are selected for inclusion in the Managing Directors Club and recognized across the organization. Such incentives aren't so unusual, of course. But interviews with senior management demonstrate how seriously the task of building a customer-centric... View Details

Keywords: by Julia Hanna; Accommodations

December 1999 (Revised March 2002)
Case

Hunter Business Group: TeamTBA

By: Das Narayandas and Elizabeth R. Caputo

The Hunter Business Group (HBG), a direct marketing consulting firm specializing in reorganizing the sales and marketing efforts of industrial firms, uses integrated customer contact technologies (including field sales, telephone, and mail) as a means of... View Details

Keywords: Communication Technology; Marketing Communications; Marketing Reference Programs; Marketing Strategy; Market Participation; Sales; Value Creation; Consulting Industry

June 2007 (Revised April 2009)
Case

Intel 2006: Rising to the Graphics Challenge

By: Willy C. Shih and Elie Ofek

Examines the evolution of the PC hardware industry over the span of two and a half decades. The open architecture design of the IBM Personal Computer followed by the rapid appearance of clones drove a high level of standardization and modularity in the industry, and... View Details

Keywords: History; Customer Value and Value Chain; Decision Choices and Conditions; Information Infrastructure; Competitive Strategy; Mergers and Acquisitions; Technology Industry

23 Apr 2012
Research & Ideas

How to Brand a Next-Generation Product

excitement among prospective consumers who value new bells and whistles over small improvements. On the other hand, customers may worry that new features pose the risk of new glitches and a steep learning... View Details

Keywords: by Carmen Nobel

Teaching Interest

MBA Required Curriculum Marketing

Marketing

The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create... View Details

April 2017
Case

China Construction Bank's Transformation

By: Krishna G. Palepu and Nancy Hua Dai

On March 29, 2017, Wang Hongzhang, Chairman of China Construction Bank, was considering the next steps in the bank’s transformation. In the challenging backdrop of economic slowdown, deep structure adjustment, interest rate liberalization, entry of financial players... View Details

Keywords: Banking; China; Financial Institutions; Strategy; Transformation; Banks and Banking; Financial Services Industry; Banking Industry; China

November 2018 (Revised April 2019)
Case

Zespri Grows

By: David E. Bell and Natalie Kindred

Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details