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- All HBS Web (825)
- Faculty Publications (130)
- 13 Mar 2017
- Research & Ideas
Hiding Products From Customers May Ultimately Boost Sales
portion of your full product catalog—and leaving customers to wonder what you’ll offer next? Or is it better to display all your wares at once, in hopes of encouraging a shopping spree? For example, is a View Details
- Article
The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel
By: Dennis Campbell and Frances X. Frei
This paper uses the context of online banking to investigate the consequences of employing self-service distribution channels to alter customer interactions with the firm. Using a sample of retail banking customers observed over a 30-month period at a large U.S. bank,... View Details
Keywords: Cost; Service Operations; Distribution Channels; Consumer Behavior; Internet and the Web; Banks and Banking; Technology Adoption; Service Delivery; Market Transactions; Market Participation; Profit; Retail Industry; Banking Industry; United States
Campbell, Dennis, and Frances X. Frei. "The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel." Management Science 56, no. 1 (January 2010): 4–24. (Lead Article.)
- 28 Feb 2022
- Research & Ideas
How Racial Bias Taints Customer Service: Evidence from 6,000 Hotels
of the information that people received varied.” Concierges provide less information to some customers Testing each of the return emails for responsiveness, helpfulness, and rapport, the researchers counted... View Details
Keywords: by Pamela Reynolds
- 09 Dec 2019
- Research & Ideas
Identify Great Customers from Their First Purchase
Testing data on 13,000 shoppers To show how the model works, Ascarza and Padilla fed it some customer data supplied by an international retailer that sells its own brand of beauty products exclusively in its... View Details
- 17 Jun 2016
- Op-Ed
Companies Need to Start Marketing Security to Customers
children. Volvo's latest goal is that no one should die in a Volvo car after 2020. Most firms just quietly test their products and services, receiving the blessing of Underwriters Laboratories, the Consumer Product Safety Commission, or... View Details
- April 2022
- Article
National Customer Orientation: A Framework, Propositions and Agenda for Future Research
By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé
Purpose: This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars investigating cross-national research.
Design/methodology/approach: A conceptual... View Details
Design/methodology/approach: A conceptual... View Details
Keywords: International Marketing; Macro-marketing; Marketing; Financial Crisis; Customer Focus and Relationships; Economic Growth; Economic Slowdown and Stagnation
Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: A Framework, Propositions and Agenda for Future Research." European Journal of Marketing 56, no. 4 (April 2022): 1014–1041.
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
need, the new world for brands will have trust at its core. The mandate to brands from global consumers is clear: step up and help, not just your own customers and employees, but the world at large; protect all, support and care for all,... View Details
Keywords: by Jill Avery and Richard Edelman
- 27 Sep 2010
- Research & Ideas
Customer Experts Lose Influence When Teams are Pressured
some people's inputs count more than their actual knowledge warrants, to the detriment of the project. The problem is common—and avoidable, says HBS professor Heidi K. Gardner, who has developed and tested a theory of pressure on teams... View Details
Keywords: by Sarah Jane Gilbert
- Web
Online Transforming Customer Experiences Course | HBS Online
Highlights Service Customization The Oberoi Group Testing and Experimenting Show Hide Details Concepts Service Interaction Exercise Addressing Customer Compatibility Aligning... View Details
- June 2014
- Teaching Note
Lit Motors
By: Thomas Eisenmann
In mid-2012 Lit Motors had created both engineering and design prototypes and conducted initial customer tests on less than $750,000 of investment. Lit Motors' founder, Daniel Kim, had started the company to design and manufacture an efficient electric 2-wheeled... View Details
- 16 May 2016
- HBS Case
Food Safety Economics: The Cost of a Sick Customer
Chipotle Mexican Grill’s ongoing struggle to win customers back months after a contaminated food crisis highlights the challenges companies face with keeping food safe. Chipotle has seen its shares tumble and recently reported its... View Details
- 10 Oct 2018
- Research & Ideas
The Legacy of Boaty McBoatface: Beware of Customers Who Vote
public. Boaty blowback highlights the potential danger of giving consumers the power to vote, even though customer engagement is a primary goal of almost every social media strategy. The problem: Even though NERC never explicitly promised... View Details
- December 2012 (Revised November 2014)
- Case
Lit Motors
By: Thomas R. Eisenmann and Alex Godden
In mid-2012 Lit Motors had created both engineering and design prototypes and conducted initial customer tests on less than $750,000 of investment. Lit Motors' founder, Daniel Kim, had started the company to design and manufacture an efficient electric 2-wheeled... View Details
Keywords: Lean Startup; Prototyping; Electric Vehicle; Urban Vehicle; Customer Tests; Gyroscope; Entrepreneurs; Development Stage Enterprises; Creativity; Disruptive Technologies; Consumer Surveys; Market Segmentation; Manufacturing Costs; Entrepreneurship; Auto Industry; United States; California
Eisenmann, Thomas R., and Alex Godden. "Lit Motors." Harvard Business School Case 813-079, December 2012. (Revised November 2014.)
- June 2023
- Simulation
Artea Dashboard and Targeting Policy Evaluation
By: Ayelet Israeli and Eva Ascarza
Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
- 10 Aug 2015
- Research & Ideas
Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers
Here's a tip for companies looking to woo customers away from the competition: Besides advertising fair prices for your products, try advertising fair wages for your employees. Recent research from Harvard Business School indicates that... View Details
- March 2021
- Supplement
Artea (A), (B), (C), and (D): Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
Power Point Supplement to Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on... View Details
Keywords: Targeted Advertising; Targeting; Algorithmic Data; Bias; A/B Testing; Experiment; Advertising; Gender; Race; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
- October 2018
- Case
Booking.com
By: Stefan Thomke and Daniela Beyersdorfer
The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing,... View Details
Keywords: Travel; Product Innovation; Experimentation; A/B Testing; User Experience Design; Product Development; Product Design; Innovation and Management; Transformation; Information Technology; Digital Transformation; Travel Industry
Thomke, Stefan, and Daniela Beyersdorfer. "Booking.com." Harvard Business School Case 619-015, October 2018.
- 02 Feb 2015
- Research & Ideas
Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t
unbundling that allows customers to pick and choose the content they consume (be it articles, music tracks, or airline tickets), Teixeira identifies the fueling factor in this case as "decoupling"—separating out activities that View Details
Keywords: by Michael Blanding
- October 2024
- Article
Sampling Bias in Entrepreneurial Experiments
By: Ruiqing Cao, Rembrand Koning and Ramana Nanda
Using data from a prominent online platform for launching new digital products, we document that ‘sampling bias’—defined as the difference between a startup’s target customer base and the actual sample on which early ‘beta tests’ are conducted—has a systematic and... View Details
Cao, Ruiqing, Rembrand Koning, and Ramana Nanda. "Sampling Bias in Entrepreneurial Experiments." Management Science 70, no. 10 (October 2024): 7283–7307.
- November 2016 (Revised April 2017)
- Case
Basecamp: Pricing
By: Frank Cespedes and Robb Fitzsimmons
A data analyst at Basecamp is evaluating the results of pricing research and its potential implications for the venture’s latest version of its project management software product. View Details
Keywords: Pricing; Entrepreneurial Management; Data Analysis; Marketing; Customer Acquisition; Customer Retention; Value Proposition; Sales Management; Product Management; Market Research; Life Time Value; Testing; Entrepreneurship; Analytics and Data Science; Customers; Value; Sales; Product Marketing; United States
Cespedes, Frank, and Robb Fitzsimmons. "Basecamp: Pricing." Harvard Business School Case 817-067, November 2016. (Revised April 2017.)