Relationship Management - Publications - Faculty & Research - Harvard Business School

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July–August 2014
Article

Unlock the Mysteries of Your Customer Relationships

By: Jill Avery, Susan Fournier and John Wittenbraker

Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details

Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Retail Industry; United States

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June 1993
Article

The Dynamics of Managing Racial Diversity in Developmental Relationships

By: D. A. Thomas

Keywords: Management; Diversity; Growth and Development; Relationships

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July 2008
Teaching Note

Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev

Teaching Note for [809029]. View Details

Keywords: History; Strategy; Customer Relationship Management; Information Technology; System; Privatization; Brands and Branding; Accommodations Industry

2002
Book

Efficient Customer Relationship Management: How Procter & Gamble, Kraft Foods and Henkel Manage Their Customer Relationships

By: Tom Gawlik, Joachim Kellner and Dirk Seifert

Research Summary

Consumer-Brand Relationships and CRM

By: Jill J. Avery

This highly pragmatic stream investigates the contemporary practice of customer relationship management (CRM) by exploring the phenomenological, lived experience of consumers' relationships with brands. Using a contracting theory lens supplemented with knowledge of... View Details

August 2017
Article

Relationship Between Labor and Delivery Unit Management Practices and Maternal Outcomes

By: Avery C. Plough, Grace Galwin, Zhonghe Li, Stuart R. Lipsitz, Shehnaz Alidina, Natalie J. Henrich, Lisa R. Hirschhorn, William R. Berry, Atul A. Gawande, Doris Peter, Rory McDonald, Donna L. Caldwell, Janet H. Muri, Debra Bingham, Aaron B. Caughey, Eugene R. Declercq and Neel T. Shah

OBJECTIVE: To define, measure, and characterize key competencies of managing labor and delivery units in the United States and assess the associations between unit management and maternal outcomes. METHODS: We developed and administered a management measurement... View Details

Keywords: Health Care and Treatment; Management Practices and Processes; Performance Evaluation; Outcome or Result; United States

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Article

Too Hot to Handle? How to Manage Relationship Conflict

By: A. C. Edmondson and D. M. Smith

Keywords: Management; Relationships; Conflict and Resolution

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Research Summary

Consumer's Relationships with Technologies

Susan M. Fournier is involved with two lines of research investigating consumers' relationships with technological products. The first project (with Professor David Mick of the University of Wisconsin) concerns 'everyday technologies' such as... View Details

August 2002 (Revised February 2018)
Teaching Note

Customer Profitability and Customer Relationship Management at RBC Financial Group

By: V.G. Narayanan

Teaching Note for 102-043 and 102-072. View Details

Keywords: Financial Services Industry; Banking Industry; Canada

Article

Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus

By: John A. Deighton and Kent Grayson

Keywords: Marketing; Relationships; Management; Public Opinion

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1998
Article

The Nature of Trust and Its Impact on Relationship Management Activities

By: Joseph P. Cannon, Greg Gundlach and Das Narayandas

Keywords: Trust; Relationships; Management

23 Jul 2001
Research & Ideas

How Relationships are Building Biotech

career relationships help to build up organizations. The study of careers seems to act as a powerful lens for examining the birth of biotech. Higgins, who specializes in research, teaching, and course development surrounding the field of... View Details

Keywords: by Martha Lagace & Mallory Stark

June 2016
Teaching Note

Filene's Basement: Inside a Fired Customer's Relationship

By: Jill Avery and Susan Fournier

How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case... View Details

Keywords: CRM; Customer Profitability Analysis; Customer Lifetime Value; Consumer Behavior; Marketing; Marketing Strategy; Customer Focus and Relationships; Brands and Branding; Customer Relationship Management; Retail Industry; United States

2011
Module Note

Suppliers to Dealers: Stakeholders' Management at TVS Motor Company Ltd.

By: Shashank Shah, Shashank Shah and A. Sudir Bhaskar

Keywords: Supply Chain Management; Supplier Relationships; Dealer Network; Auto Industry; India

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March 1999 (Revised January 2000)
Background Note

Interactive Technologies and Relationship Marketing Strategies

By: Youngme E. Moon

Outlines the role of interactive technologies in the development of relationship marketing strategies. View Details

Keywords: Marketing Strategy; Customer Relationship Management; Technology

April 2025
Article

Buying (Quality) Time Predicts Relationship Satisfaction

By: A.V. Whillans, Jessie Pow and Joe J. Gladstone

Seven studies examine the association between time-saving purchases (e.g., housecleaning and meal delivery services) and relationship satisfaction. Study 1 uses an eleven-year longitudinal panel survey to show that increases in time-saving purchases predict long-term... View Details

Keywords: Personal Finance; Family and Family Relationships; Satisfaction; Well-being

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summer 2002
Article

Case Study: Customer Profitability and Customer Relationship Management at RBC Financial Group

By: V.G. Narayanan and Lisa Brem

Keywords: Profit; Customer Relationship Management; Groups and Teams; Finance

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Research Summary

Building Effective Relationships Across Cultures

Trust is the foundation of any successful collaborative relationship. In my first stream of research, I draw on the basic distinction between cognition-based versus affect-based trust– that is, trust from the head versus trust from the heart – to better... View Details

2009
Working Paper

Do Analysts Follow Managers Who Switch Companies? An Analysis of Relationships in the Capital Markets.

By: Francois Brochet, Gregory S. Miller and Suraj Srinivasan

We examine the importance of professional relationships developed between analysts and managers by investigating analyst coverage decisions in the context of CEO and CFO moves between publicly listed firms. We find that top executive moves from an origin firm to a... View Details

Keywords: Business and Stakeholder Relations; Capital Markets; Decisions; Managerial Roles; Financial Institutions; Investment; Market Participation; Public Ownership; Relationships

23 Jun 2003
Research & Ideas

Building a Better Buyer-Seller Relationship

managing the relationship. "Rather than going after the entire volume, break up the needs into different parts, and try to initiate a relationship using one component, selling only this one... View Details

Keywords: by Martha Lagace

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