Publications

Article

Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus

By: John A. Deighton and Kent Grayson

Keywords: Marketing; Relationships; Management; Public Opinion

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

2019
Chapter

Markets as Networks: The Dynamics and Implications of Interorganizational Network Structures

By: Ranjay Gulati and Maxim Sytch

We discuss existing research that applies a relational, socio-structural lens to studying organizations and markets. Research in this field has described markets first and foremost as networks of enduring relationships and repeated interactions among organizations. We... View Details

Keywords: Interorganizatonal Relationships; Social Networks; Networks; Markets

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

1993
Report

Relationships Between Providers and Users of Market Research: The Role of Personal Trust

By: Rohit Deshpandé, G. Zaltman and C Moorman

Keywords: Marketing; Research; Trust; Relationships

January 2014 (Revised November 2021)
Case

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; Retailing; Marketing; Consumer Behavior; Customer Relationship Management; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Retail Industry; United States

July 2010 (Revised January 2017)
Background Note

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)

By: Thomas Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details

Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; ＂Marketing Analytics＂; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value

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

Article

Bureaucratic versus Craft Administration: The Relationship of Market Structure to the Construction Firm

By: Robert G. Eccles Jr.

Keywords: Relationships; Markets; Business Ventures; Construction Industry

March 2017 (Revised May 2019)
Case

Marketing Transformation at Mastercard

By: Sunil Gupta, Srinivas K. Reddy and David Lane

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

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

23 Jun 2003
Research & Ideas

Building a Better Buyer-Seller Relationship

Buyers and sellers in mature industrial markets can turn single transactions into long-term beneficial relationships by a deeper understanding of the complex connection between the two, says Harvard Business... View Details

Keywords: by Martha Lagace

December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

Our recent work investigates dealers' trading behavior and pricing strategy in the corporate bond market to shed new light on the role of the network of existing relationships among dealers in shaping the transmission of risk and influencing market liquidity. We show... View Details

21 Apr 2008
Research & Ideas

The New Math of Customer Relationships

been reminded of it in various ways. First, of course, there are those organizations known to us that use the ideas for a range of purposes, all the way from guiding their marketing and service efforts to providing a cornerstone for their... View Details

Keywords: by Sean Silverthorne

September–October 2002
Article

Market Power and Power Markets

By: Jurgen Weiss

The paper provides results of a serious of experiments with experienced subjects exploring the relationship between elements of electricity market design and competitive outcomes. The two primary variables examined are a) the price formation (nodal versus uniform with... View Details

Keywords: Energy; Market Design; Competition

March 2002 (Revised May 2007)
Case

Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)

By: V.G. Narayanan and Lisa Brem

The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in Canada's increasingly crowded financial services market. The case presents two pricing and customer management issues: one from the point... View Details

Keywords: Customers; Customer Relationship Management; Price; Perspective; Marketing; Competitive Advantage; Financial Services Industry; Banking Industry; Canada

Working Paper

Measuring the Perceived Liquidity of the Corporate Bond Market

By: Sergey Chernenko and Adi Sunderam

We propose a novel measure of bond market liquidity that does not depend on transaction data: the strength of the cross-sectional relationship between mutual fund cash holdings and fund flow volatility. Our measure captures how liquid funds perceive their portfolio... View Details

Keywords: Bond Market; Bonds; Financial Liquidity; Measurement and Metrics