Customization and Personalization - Publications - Faculty & Research

December 3, 2014
Article

Family Businesses Need One Person to Conquer and Another One to Rule

By: Josh Baron and Rob Lachenauer

This article explores the different leadership styles needed in family businesses beyond the traditional "conqueror" archetype. While conquerors are growth-focused and hands-on, rulers are essential for managing complexity, focusing on governance, and addressing family... View Details

Keywords: Leadership Style; Family Business; Management Skills

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May 2016 (Revised January 2018)
Case

Airbnb, Etsy, Uber: Acquiring the First Thousand Customers

By: Thales S. Teixeira and Morgan Brown

By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... View Details

Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-sided Market; Internet and the Web; Marketing Strategy; Digital Platforms; Digital Marketing; Business Startups; Transportation Industry; Accommodations Industry

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March 1996
Article

Customer Power, Strategic Investment, and the Failure of Leading Firms

By: J. L. Bower and C. M. Christensen

Keywords: Customers; Strategy; Failure; Business Ventures

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October 2023 (Revised February 2024)
Teaching Note

Managing Customer Retention at Teleko

By: Eva Ascarza and Ta-Wei Huang

Teaching Note for HBS Case No. 523-005. View Details

Keywords: Customer Relationship Management; United States

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April 2005
Article

The Quest for Customer Focus

By: Ranjay Gulati and James Oldroyd

Keywords: Customer Focus and Relationships

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December 1999
Case

Lees Supermarkets: Customer Loyalty Programs

By: David E. Bell, Rajiv Lal and Ann Leamon

Keywords: Customer Focus and Relationships; Marketing Strategy; Food and Beverage Industry

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24 Aug 2018
News

Lenders Shunned Risky Personal Loans. Now They’re Competing for Them.

23 May 2011
News

What Loyalty? High-End Customers are First to Flee

29 Apr 2015
Lessons from the Classroom

Use Personal Experience to Pick Winning Stocks

Let's face it: in most cases, the stock market knows what it's doing. With millions of people performing their homework and investing money in stocks they hope will pay off, it's hard for any one person to... View Details

Keywords: by Michael Blanding; Financial Services

April 2006 (Revised April 2008)
Course Overview Note

Managing Service Operations: Understanding the Customer Operating Role

By: Frances X. Frei

Describes Managing Service Operations: Understanding the Customer Operating Role, a second-year MBA course that consists of three modules. The first module, Conceptualizing the Customer Operating, explores the operational challenges and opportunites of managing... View Details

Keywords: Service Operations

Citation

2021
Working Paper

False Signaling and Personal Moral Failings: Two Distinct Pathways to Hypocrisy with Unequal Moral Weight

By: Jillian J. Jordan and Roseanna Sommers

Moral engagement is a key feature of human nature: we hold moral values, condemn those who violate those values, and attempt to adhere to them ourselves. Yet moral engagement can make us appear hypocritical if we fail to behave morally. When does moral engagement risk... View Details

Keywords: Moral Engagement; Hypocrite; Dishonesty; Moral Values; Moral Sensibility; Behavior; Values and Beliefs

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June 26, 2017
Article

When You Have to Choose Between Core and New Customers

By: Marco Bertini and Nader Tavassoli

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28 Feb 2022
News

How Racial Bias Taints Customer Service: Evidence from 6,000 Hotels

13 Feb 2019
News

Want Digital Disruption? Decouple the Customer Experience

21 Mar 2016
HBS Case

Can Customer Reviews Be 'Managed?'

Research says 85 percent of people will make a purchase after reading online reviews about a product or service. This has had huge implications for the hotel industry and helps explain why TripAdvisor, a massive repository of... View Details

Keywords: by Brian Kenny; Advertising; Travel

2002
Chapter

Doddering, but Dear: Process, Content, and Function in Stereotyping of Older Persons

By: A.J.C. Cuddy and S.T. Fiske

Keywords: Prejudice and Bias; Age

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2009
Chapter

Creating Superior Customer Value in a Connected World

By: Ranjay Gulati

"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing... View Details

Keywords: Customer Satisfaction; Customer Value and Value Chain; Consumer Behavior; Product Design; Social and Collaborative Networks; Value Creation

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06 May 2002
Research & Ideas

A Toolkit for Customer Innovation

"Listen carefully to what your customers want and then respond with new products that meet or exceed their needs." That mantra has dominated many a business, and it... View Details

Keywords: by Stefan Thomke & Eric Von Hippel

06 May 2015
What Do You Think?

Are You Ready for Personalized Predictive Analytics?

Summing Up Personal Predictive Analytics: Should We Be Careful What We Wish For? The world of continuous monitoring of numerous sensors for machines and humans, limitless information storage capacity, View Details

Keywords: by James Heskett