Publications

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30 Apr 2008
Sharpening Your Skills

Sharpening Your Skills: Brand Management

disagrees. Key concepts include: Most B2B marketers cannot economically address thousands of small businesses using the traditional direct sales force. If left unattended, individual managers will each do their own ad hoc marketing. B2B... View Details

Keywords: by Staff; Sports; Publishing; Auto

February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

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16 Jun 2008
Research & Ideas

Seven Tips for Managing Price Increases

the board but only on items selected as your inflation-busters. For cash poor consumers, these promotions should hit the key price points on small pack sizes. For cash rich consumers, encourage multi-unit purchases ahead of the inevitable next price increase. Strong... View Details

Keywords: by John Quelch

August 2018
Supplement

Garanti Payment Systems: Digital Transformation Strategy (B)

By: Shelle M. Santana and Esel Çekin

Supplements the (A) case. Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage... View Details

Teaching Interest

Transforming Customer Experiences - Executive Education

By: Ryan W. Buell

In today's fast-growing service sector, a new set of frameworks are required to build a robust and competitive service business. Transforming Customer Experiences draws upon the latest research and insights to equip senior managers with a new toolkit for leading... View Details

Keywords: Service Delivery; Customer Satisfaction; Customer Loyalty; Quality; Employees; Service Models; Service Industry

May 2016
Case

OPET: Precision Marketing in Uncertain Times

By: Rajiv Lal, Esel Çekin and Eren Kuzucu

During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in... View Details

Keywords: Customer Satisfaction; Customer Service; Emerging Market; Focusing On Customers; Competition; Turkey; Loyalty Program; Marketing Strategy; Downstream Distribution; Customer Relationship Management; Energy Industry; Turkey

12 Mar 2014
Lessons from the Classroom

Managing the Family Business: Firing the CEO

Editor's note: This is part of a series of occasional columns on managing the family business written by Senior Lecturer John A. Davis. In this article, Davis discusses when to make changes at the top. No one needs convincing that the... View Details

03 Feb 2014
Research & Ideas

The Tricky Business of Managing Web Advertising Affiliates

better to manage these programs in-house or to use outside experts. . Power Of The Network Affiliate networks slash the cost of buying ads for sellers through the use of advertising marketplaces. In essence, sellers are able to place... View Details

Keywords: by Kim Girard; Advertising; Publishing

August 2018
Case

Garanti Payment Systems: Digital Transformation Strategy (A)

By: Shelle M. Santana and Esel Çekin

Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage the bank’s already... View Details

01 Feb 2022
What Do You Think?

Is Concierge Management an Answer to the “Big Quit”?

economies. It’s also testimony to a darker phenomenon. A recent study reported in MIT Sloan Management Review concludes that from April through September, the main reason for quitting in the US (10 times more important than compensation)... View Details

Keywords: by James Heskett

22 Feb 2011
Research & Ideas

The Most Important Management Trends of the (Still Young) Twenty-First Century

HBS Working Knowledge recently celebrated its tenth birthday, and we mark the occasion by looking back and looking forward. We've asked HBS Dean Nitin Nohria and a number of faculty to both remark on what they view as the most significant business View Details

Keywords: by Sean Silverthorne

January 2021
Exercise

E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

February 2013 (Revised March 2013)
Case

Agero: Enhancing Capabilities for Customers

By: Robert Simons and Natalie Kindred

This case illustrates the importance of choosing a primary customer as the basis for organization design. Cross Country Group managers adjusted resource allocation, organization design and performance measures over time to transform Cross Country Group from an... View Details

Keywords: Entrepreneurial Management; Entrepreneurial Gap; Entrepreneurship; Auto Industry; Insurance; Performance Management; Performance Measurement; Performance Measures; Performance Pressure; Decisions; Family Business; Resource Allocation; Organizational Design; Customer Focus and Relationships; Performance Evaluation; Growth and Development Strategy; Service Industry

September 2003
Case

Upromise 2002

By: William A. Sahlman

Describes a set of decisions confronting the senior management of a company that has established a loyalty rewards program allocating cash to tax-advantaged college savings accounts for participants. The company has recruited a new CEO and needs to raise additional... View Details

Keywords: Corporate Entrepreneurship; Venture Capital; Management Teams; Capital; Internet and the Web; Decisions

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March 2003
Background Note

Monitoring the Health of Customer Relationships

By: Das Narayandas

Discusses the role of satisfaction and loyalty measurement in monitoring the health of customer relationships. View Details

Keywords: Customer Relationship Management; Customer Satisfaction; Demand and Consumers; Measurement and Metrics; Business and Stakeholder Relations

October 1994 (Revised March 1995)
Case

Marsh Supermarkets, Inc. (B): The Entry of Meijer Supercenters

The Marsh chain of supermarkets is challenged by the entry of Meijer Supercenters into the Indianapolis market. Marsh management must decide how to select, price, promote, and merchandise its products in order to retain the loyalty of its customers and maintain... View Details

Keywords: Distribution; Marketing Strategy; Competitive Advantage; Retail Industry; Indianapolis