Strategic Customer Behavior - Publications - Faculty & Research - Harvard Business School

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June 2010
Case

FoldRite Furniture Company: Planning to Meet a Surge in Demand

By: Steven C. Wheelwright and Afarin Bellisario

Demand for folding and stackable chairs and tables at FoldRite Furniture Co. is unexpectedly strong. The company spent the previous two years improving manufacturing quality and efficiency, dropping poor-performing product lines, developing new products that are... View Details

Keywords: Manufacturing; Production Capacity; Production Scheduling; Risk Management; Growth Management; Production; Logistics; Order Taking and Fulfillment; Business Strategy; Manufacturing Industry; Consumer Products Industry; United States; Europe

Article

Well Said: Why Articulating Your Strategy Can Set You Apart

By: Frank V. Cespedes

Senior finance managers now operate in an altered c-suite landscape. The executives reporting to the CEO have doubled in the past 30 years, mostly an increase in functional specialists, not general managers responsible for cross-functional integration. Three decades... View Details

Keywords: Strategy; Sales

September 2019 (Revised February 2020)
Teaching Note

Commonwealth Bank of Australia: Unbanklike Experimentation

By: Ryan W. Buell and Leslie K. John

Email mking@hbs.edu for a courtesy copy.

This Teaching Note explains the theory of the case and teaching plan for the case: Commonwealth Bank of Australia: Unbanklike Experimentation (619-018). In August 2017,... View Details

Keywords: Transparency; Experimentation; Banks and Banking; Credit Cards; Customer Focus and Relationships; Competitive Strategy; Banking Industry; Australia

28 Apr 2003
Research & Ideas

Supply Chain Risk: Deal With It

efficiency has been cast in high relief, supply chain managers realize that they can no longer focus solely on cost reduction—any calculation of a supply chain's return on investment must also take customer satisfaction into account.... View Details

Keywords: by David Stauffer

February 2022
Case

Cleveland Clinic Abu Dhabi (Abridged)

By: Linda A. Hill and Emily Tedards

In 2006, the Cleveland Clinic and Mubadala Investment Company partnered with a bold ambition to deliver world class healthcare in the United Arab Emirates. In 2015, after nearly a decade of planning and construction, Cleveland Clinic Abu Dhabi opened its doors. By... View Details

Keywords: Organization Behavior; Culture; Alignment; Organizational Effectiveness; Purpose; Impact; Leadership Development; Diversity; Collaboration; Co-creation; Learning Organizations; Empowerment; Teams; Team Dynamics; Teamwork; Team Effectiveness; Trust; Talent; Talent Development And Retention; Psychological Safety; Organizational Evolution; Coaching; Board; Analytics; Innovation; Data; Data Visualization; Digital Technology; Digital; Customer Experience; Experimentation; Change Management; Data-driven Decision-making; Debates; Ecosystem; Partnership; Telemedicine; Sustainability; Global Organizations; Local; Hospital; Healthcare; United Arab Emirates; Health Care and Treatment; Partners and Partnerships; Globalization; Quality; Organizational Culture; Mission and Purpose; Innovation and Management; Information Technology; Joint Ventures; Leadership; Performance Effectiveness; Abu Dhabi; United Arab Emirates

2024
Working Paper

Platform Information Provision and Consumer Search: A Field Experiment

By: Lu Fang, Yanyou Chen, Chiara Farronato, Zhe Yuan and Yitong Wang

Despite substantial efforts to help consumers search in more intuitive ways, text search remains the predominant tool for product discovery online. In this paper, we explore the effects of visual and textual cues for search refinement on consumer search and purchasing... View Details

Keywords: Consumer Behavior; E-commerce; Decision Choices and Conditions; Learning; Internet and the Web

Brian J. Hall

Brian J. Hall is the Albert H. Gordon Professor of Business Administration at Harvard Business School. He served as the Unit Head for the Negotiation, Organizations and Markets (NOM) Unit for 14 years. Previously, he was an assistant professor of economics in the... View Details

Keywords: accounting industry; consulting; consumer products; executive search; financial services; high technology; investment banking industry; management consulting; private equity (LBO funds); restaurant; sports; venture capital industry

18 Feb 2019
Book

What’s Really Disrupting Business? It’s Not Technology

similar amounts of technology. The common pattern was that the majority of customers in those markets had changing needs and wants, and their behavior was changing. Kost: Many of the companies you’ve studied... View Details

Keywords: by Danielle Kost; Beauty & Cosmetics; Insurance; Service; Retail

January 1999 (Revised March 2001)
Case

MindSpring

By: Jeffrey F. Rayport

In a business environment where Internet Service Providers (ISP) has become increasingly commodity-like, Charles Brewer, founder and CEO of MindSpring, the nation's sixth largest ISP and the recognized leader in customer satisfaction, ponders a proposed merger with... View Details

Keywords: Internet and the Web; Entrepreneurship; Mergers and Acquisitions; Customer Satisfaction; Growth and Development Strategy; Web Services Industry; United States

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July 2021
Article

Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market

By: Hui Li and Feng Zhu

Platform competition is shaped by the likelihood of multi-homing (i.e., complementors or consumers adopt more than one platform). To take advantage of multi-homing, platform firms often attempt to motivate their rivals’ high-performing complementors to adopt their own... View Details

Keywords: Platform Competition; Multi-homing; Information Transparency; Daily Deals; Groupon; LivingSocial; Digital Platforms; Information; Competition

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August 2020 (Revised August 2023)
Case

Nubank: Democratizing Financial Services

By: Michael Chu, Carla Larangeira and Pedro Levindo

Nubank, a wholly-digital solution created to disrupt Brazilian banking, with 6 million clients and a $4 billion valuation after five years, must decide whether to expand to Mexico. The company was founded in São Paulo in 2013 by Colombian-born David Vélez to seize what... View Details

Keywords: Fintech; Financial Inclusion; Digital Banking; Credit Cards; Banks and Banking; Disruption; Expansion; Growth and Development Strategy; Financial Services Industry; South America; Brazil; North America; Mexico

January 2010 (Revised August 2011)
Case

United Breaks Guitars

By: John A. Deighton and Leora Kornfeld

When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a... View Details

Keywords: Communication Technology; Customer Satisfaction; Marketing Communications; Marketing Strategy; Consumer Behavior; Network Effects; Service Delivery; Social and Collaborative Networks; Internet; Air Transportation Industry

20 Jan 2015
First Look

First Look: January 20

Publications January 2015 Journal of Economic Behavior & Organization Prosocial Norms in the Classroom: The Role of Self-regulation in Following Norms of Giving By: Blake, P.R., M. Piovesan, N. Montinari, F. Werneken, and F. Gino... View Details

Keywords: Sean Silverthorne

2023
Working Paper

Personalized Game Design for Improved User Retention and Monetization in Freemium Games

By: Eva Ascarza, Oded Netzer and Julian Runge

One of the most crucial aspects and significant levers that gaming companies possess in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in... View Details

Keywords: Freemium; Retention/churn; Field Experiment; Field Experiments; Gaming; Gaming Industry; Mobile App; Mobile App Industry; Monetization; Monetization Strategy; Games, Gaming, and Gambling; Mobile and Wireless Technology; Customers; Retention; Product Design; Strategy

June 2022
Case

Zalando: Becoming the Starting Point for Fashion

By: Antonio Moreno, Leela Nageswaran, Emilie Billaud and Federica Gabrieli

Born in 2008 as a small startup selling flip flops, by mid-2021 Zalando had turned into an online fashion company with an assortment of more than 4,500 international brands, 45 million active customers, and a presence in 23 European markets. An essential component in... View Details

Keywords: Transition; Customer Value and Value Chain; Digital Platforms; Distribution; Order Taking and Fulfillment; Infrastructure; Logistics; Service Operations; Strategy; Business Strategy; Fashion Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Distribution Industry; Retail Industry; Service Industry; Shipping Industry; Technology Industry; Europe

26 Jul 2010
Research & Ideas

Yes, You Can Raise Prices in a Downturn

a principle that behavioral economists now emphasize: the importance of salient feedback in affecting customer choice, especially when long-term costs of a purchase (health care, trucks) or one's View Details

Keywords: by Sean Silverthorne; Retail; Consumer Products

Article

Beyond Statistics: The Economic Content of Risk Scores

By: Liran Einav, Amy Finkelstein, Raymond Kluender and Paul Schrimpf

"Big data" and statistical techniques to score potential transactions have transformed insurance and credit markets. In this paper, we observe that these widely-used statistical scores summarize a much richer heterogeneity, and may be endogenous to the context in which... View Details

Keywords: Analytics and Data Science; Risk and Uncertainty; Insurance Industry

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March 2013
Case

Singapore Metals Limited

By: John T. Gourville

Singapore Metals Limited (SML) has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, delivers customer benefits that are many times SML's manufacturing costs. Jonathan Lee and Alex Tan of SML's Engineered Products... View Details

Keywords: Metals and Minerals; Marketing Strategy; Price; Business Strategy; Product Development; Manufacturing Industry; Consumer Products Industry; Singapore

November 2011
Article

Social Strategies That Work

By: Mikolaj Jan Piskorski

Although most companies have collected lots of friends and followers on social platforms such as Facebook, few have succeeded in generating profits there. That's because they merely port their digital strategies into social environments by broadcasting their commercial... View Details

Keywords: Social Platforms; Social Strategies; Social and Collaborative Networks; Customers; Relationships; Business Strategy; Profit

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January 2004
Case

America Latina Logistica

Describes the turnaround of America Latina Logistica, a $200 million revenue, formerly state-owned, railway in Brazil that has been restored to profitability by its CEO, a recent MBA graduate. After successfully transforming the company's operations, finances, and... View Details

Keywords: Rail Transportation; Mergers and Acquisitions; Business Strategy; Rail Industry; Brazil

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