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- Faculty Publications (2,897)
Show Results For
- All HBS Web
(6,458)
- People (3)
- News (1,340)
- Research (4,137)
- Events (16)
- Multimedia (81)
- Faculty Publications (2,897)
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- January–February 2020
- Article
Are You Undervaluing Your Customers?: It’s Time to Start Measuring and Managing Their Worth
By: Rob Markey
Leaders recognize that they should manage their businesses to maximize the value of the customer base. But too often, earnings pressures result in cost-cutting measures that hurt customers.
Loyalty-leading companies operate differently. They create systems for... View Details
Keywords: Customer Experience; Customer Value; Customer Centric Initiative; Customer Focused Organization; Customer Lifetime Value; Customer Focus and Relationships; Customer Value and Value Chain; Operations; Business Strategy
Markey, Rob. "Are You Undervaluing Your Customers? It’s Time to Start Measuring and Managing Their Worth." Harvard Business Review 98, no. 1 (January–February 2020): 42–50.
- 22 Feb 2021
- Book
Reaching Today's Omnichannel Customer Takes a New Sales Strategy
components: actionable customer selection criteria (because resources spent on accounts A and B are not available for accounts C, D, and so on); clarity about the buying process for target customers as it... View Details
Keywords: by Kristen Senz
- 26 Mar 2019
- Working Paper Summaries
Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact
- 05 Jun 2019
- Research & Ideas
If Your Customers Don't Care What You Charge, What Should You Charge?
An estimated 60 percent of retail gasoline customers return to the same gas station to refuel, without comparison shopping, according to a recent study. Driven by factors such as habit, brand loyalty, switching costs, and search (which... View Details
- March 2011
- Module Note
Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay
By: David J. Collis
This note is designed to provide strategists with tools to perform two critical customer-related analyses: determining willingness to pay — the estimation of how much a given customer would be willing to pay for a particular product or service; and demand estimation —... View Details
Keywords: Price; Demand and Consumers; Competitive Advantage; Management Analysis, Tools, and Techniques; Market Participation; Segmentation
Collis, David J. "Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay." Harvard Business School Module Note 711-495, March 2011.
- 20 Oct 2022 - 22 Oct 2022
- Talk
Evaluative Dynamics: Summarizing Customer Journeys, Interviews, and Lives
By: Julian De Freitas, P. Kim and T. Ullman
- March 2022
- Teaching Note
Allianz Customer Centricity: Is Simplicity the Way Forward?
By: Eva Ascarza
Teaching Note for HBS Case No. 522-008. View Details
- May 2010
- Article
How to Stop Customers from Fixating on Price
By: Marco Bertini and Luc Wathieu
Bertini, Marco, and Luc Wathieu. "How to Stop Customers from Fixating on Price." Harvard Business Review 88, no. 5 (May 2010): 84–91.
- 1997
- Simulation
Managing Customers For Profits - Interactive CD-ROM Simulation
By: N. Narayandas and Steve Peterson
- August 2009
- Case
The TSMC Way: Meeting Customer Needs at Taiwan Semiconductor Manufacturing Co.
By: Willy C. Shih, Chen-Fu Chien, Chintay Shih and Jack Chang
When L.C. Tu receives an emergency order, he is confronted with a range of production scheduling choices, each of which has unique costs and trade-offs. The case was designed to help students understand job-shop style production and the impact of disruptions and... View Details
Keywords: Disruption; Customer Relationship Management; Decision Choices and Conditions; Cost; Order Taking and Fulfillment; Production; Semiconductor Industry; Taiwan
Shih, Willy C., Chen-Fu Chien, Chintay Shih, and Jack Chang. "The TSMC Way: Meeting Customer Needs at Taiwan Semiconductor Manufacturing Co." Harvard Business School Case 610-003, August 2009.
- May 1991 (Revised May 1999)
- Teaching Note
Manufacturers Hanover Corp.: Customer Profitability Report, Teaching Note
By: Robert S. Kaplan
Teaching Note for (9-191-068). View Details
- Article
Once More: How Do You Improve Customer Service?
By: Frank V. Cespedes
Cespedes, Frank V. "Once More: How Do You Improve Customer Service?" Business Horizons 35, no. 2 (March–April 1992): 58–67.
- June 2013
- Teaching Note
Olympic Rent-A-Car U.S.: Customer Loyalty Battles (Brief Case)
By: John Deighton and James T. Kindley
- October–December 2005
- Article
Medicine's Service Challenge: Blending Custom and Standard Care
By: Richard Bohmer
Bohmer, Richard. "Medicine's Service Challenge: Blending Custom and Standard Care." Health Care Management Review 30, no. 4 (October–December 2005): 322–330.
- Article
Does the Customer Come First in Your Boardroom?
By: John A. Quelch and Gail J. McGovern
Quelch, John A., and Gail J. McGovern. "Does the Customer Come First in Your Boardroom?" Leader to Leader, no. 35 (Winter 2005): 28–32.
- November–December 2006
- Article
Customer Metrics and Their Impact on Financial Performance
By: Sunil Gupta and Valarie Zeithaml
Gupta, Sunil, and Valarie Zeithaml. "Customer Metrics and Their Impact on Financial Performance." Special 25th Anniversary Issue. Marketing Science 25, no. 6 (November–December 2006): 718–739.
- Forthcoming
- Article
Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact
By: Michelle A. Kinch and Ryan W. Buell
Prior research in social psychology has shown that when people feel anxious, they seek advice from others. However, companies that operate in high-anxiety settings (like financial services, health care, and education) are increasingly deploying self-service... View Details
Keywords: Anxiety; Self-service; Empirical Operations; Behavioral Operations; Communication Technology; Behavior; Customer Focus and Relationships; Trust; Satisfaction; Financial Services Industry
Kinch, Michelle A., and Ryan W. Buell. "Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact." Management Science (forthcoming). (Pre-published online March 31, 2025.)
- 19 Oct 2010
- Working Paper Summaries
The Impact of Supply Learning on Customer Demand: Model and Estimation Methodology
- April 2002
- Article
Customers As Innovators: A New Way to Create Value
By: Stefan Thomke and Eric von Hippel
Thomke, Stefan, and Eric von Hippel. "Customers As Innovators: A New Way to Create Value." Harvard Business Review 80, no. 4 (April 2002). (Translated into German and reprinted in Harvard Business Manager (July 2002): 51-61.)
- June 17, 2016
- Comment
Companies Need to Start Marketing Security to Customers
By: John A. Quelch
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: Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)