Customers - Publications - Faculty & Research

13 Jun 2005
Research & Ideas

Rescuing Products with Stealth Positioning

its market penetration—like that of rivals Microsoft (with the Xbox) and Nintendo (with the GameCube)—has been limited by a narrow customer base of mostly males in their late teens and twenties. Sony's goal is to make the PlayStation a... View Details

Keywords: by Youngme Moon

Web

Trade Cards - The Art of American Advertising

might use the same card design to feature their products, while firms with larger advertising budgets could order custom designs. Trade cards had to both entice customers and provide them with useful... View Details

17 Aug 2015
News

The Play Alchemist

NGOs, on the ground. In addition, the company is releasing a new app, called Plus, that will increase customer engagement by tracking everything from production to distribution of the product they’ve sponsored. If they choose, the View Details

Keywords: Constantine von Hoffman

01 Apr 2002
News

Professorship Brings Brierley's HBS Connection Full Circle

members, Epsilon engineered many of the ‘customer relationship' techniques that make today's customer loyalty programs so successful," says Brierley, who served as Epsilon's president and CEO for its first ten years. In 1980, serving... View Details

Keywords: Charles M. Williams; Epsilon Data Management; Computer Systems Design and Related Services; Professional Services

10 Apr 2006
Research & Ideas

American Auto’s Troubled Road

plus only if consumers accept them. As an example, he cites an instance when GM and Ford customers rejected upgrades in the rear suspensions of Camaros and Mustangs because aficionados liked the feel of their "ride" just the way... View Details

Keywords: by Garry Emmons; Manufacturing; Transportation; Auto

Web

Change Your Unix Command Prompt - Research Computing Services

Shell , there's plenty of explanation. So let's present one customization to make this always visible line a productive tool that shines! Show Me Where I Am! You can see that with the default prompt, we're presented with the current user... View Details

01 Dec 2014
News

Faculty Q&A: The New Brand Manager: You

Now that customers have more of a voice in the consumer-brand relationship, some brands have suffered loud criticism for recent business decisions. How can brands avoid that pitfall? I’m not sure consumer criticism is always necessarily... View Details

Keywords: April White

12 Jul 2010
Research & Ideas

Rocket Science Retailing: A Practical Guide

understand customers and their needs deeply. Develop the ability to respond to this understanding with better-tailored assortments, replenishment of the hits, and timely markdowns on what is left over. Execute well, especially at the... View Details

Keywords: by Martha Lagace; Retail; Auto

May 2020 (Revised January 2022)
Case

Michael Ku and Global Clinical Supply at Pfizer Inc.: Bringing Hope to Patients (A)

By: Linda A. Hill, Allison J. Wigen and Emily Tedards

Michael Ku joined Pfizer in 2011, after the company had undergone three large-scale mergers and acquisitions. His mission was to drive the digital transformation of the company’s clinical supply chain, but he knew he had to start with the culture. Over the next eight... View Details

Citation

Educators

Purchase

18 Feb 2021
Blog Post

Use Baker Library to Build a Target List

on the advertised job market, creating a target list allows you to be proactive and focused on industries and functions that interest and excite you. Custom target lists Baker librarians can assist you in creating a View Details

10 Oct 2007
Research & Ideas

“Blank” Inside: Branding Ingredients

ingredient is central to the functional performance of the final product. Think Shimano gear systems on performance bicycles or Monsanto's Nutrasweet, added to Equal sweetener. 3. The final products are not well-branded themselves, either because the category is... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

27 Sep 2024
Research & Ideas

Charting 'Cheapflation': How Budget Brands Got So Pricey

Now—and Will They Ever Return to Normal? Navigating the Mood of Customers Weary of Price Hikes Feedback or ideas to share? Email the Working Knowledge team at hbswk@hbs.edu. Image: Unsplash/Alex Shuper View Details

Keywords: by Ana Elena Azpúrua

Profile

Tuce Zengin Van den Eynde

it,” says Tuce, “going from a huge company to one with just thirteen shops. You can see how everything is related: marketing, operations, government relations, finance.” Ultimately, Tuce’s team advised the stand operator, based on numerous View Details

01 Sep 2020
News

Action Plan: Finding Fluency

don’t think we’re ever going to go back to the world of 16-week planning cycles.” How to: Find New Customers Look nearby. “Think about adjacent categories for your company,” Dunaway advises. Duolingo has launched Duolingo ABC to teach... View Details

Keywords: April White; foreign language; education and technology; digital marketing; change management; COVID-19; Educational Services

01 Oct 2001
News

Ready for Takeoff: Web Portal Enters Second Phase

After two years of building its readership, honing its mission, and crafting fresh, insightful content, HBS Working Knowledge is poised for the next stage of its development. "It's an exciting time. We launched the original product with solid content and a strong View Details

Keywords: Lory Hough; Colleges, Universities, and Professional Schools; Educational Services; News, Library, Internet, and Other Services; Information

August 2021
Case

Livongo: Scaling a Purpose-Driven Organization in Healthcare

By: Ranjay Gulati, Aseem Shukla and Reva Nohria

When seasoned entrepreneur Glen Tullman founded the chronic health care startup Livongo in 2014, it was personal. His son lived with diabetes, and Tullman knew firsthand how taxing it could be to manage such an unrelenting disease. Livongo set out to empower people... View Details

Keywords: Healthcare Industry; Scaling; Telehealth; Health Care and Treatment; Small Business; Internet and the Web; Customer Focus and Relationships; Growth and Development Strategy; Opportunities; Mergers and Acquisitions; Health Industry

Citation

Educators

Purchase

01 Sep 2008
News

Alumni Books

while witnessing the end of the studio system, the development of indepen-dent production, and the rise and fall of some of Hollywood’s most gifted (and notorious) cultural icons. Satisfied Customers Tell Three Friends, Angry View Details

Keywords: Publishing Industries (except Internet); Information; Management, Scientific, and Technical Consulting Services; Professional Services

01 Jun 2009
News

The Maestro and the Market

some 2 million hopeful diners vie to be one of the fifty customers he serves each evening for the six months that elBulli, his restaurant, is open. The world is beating a path to Chef Ferran Adrià’s door, but why? “Creativity comes first;... View Details

Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Colleges, Universities, and Professional Schools; Educational Services; Food Services and Drinking Places; Hospitality

30 Jul 2019
News

Turning Around Tesco

mantra to always put the customer first. Last year the company posted profits of nearly £1.7 billion; but the specter of Brexit instability looms large. “The thing about Brexit is it all depends on the detail” Lewis told the Daily Mail.... View Details

Keywords: Tesco; Food and Beverage Stores; Retail Trade

12 Sep 2018
News

Game-Changing Analytics

the NBA’s Philadelphia ’76ers benefit from the analytic approach and technology platform Gelman helped develop to build the Kraft organization’s enviable connection with New England Patriots’ fans. “We help organizations develop a holistic view of View Details

Publications