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Show Results For
- All HBS Web
(6,462)
- People (3)
- News (1,339)
- Research (4,137)
- Events (16)
- Multimedia (81)
- Faculty Publications (2,897)
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- Article
Turnkey or Tailored? Relational Pluralism, Institutional Complexity, and the Organizational Adoption of More or Less Customized Practices
By: Ryan Raffaelli and Mary Ann Glynn
We examine how the organizational adoption of new practices is influenced by relational pluralism, i.e., an organization's multiple ties to actors inside and outside its industry. We theorize that institutional mechanisms of practice diffusion underlying relational... View Details
Keywords: Networks; Corporate Social Responsibility and Impact; Business Processes; Adoption; Customization and Personalization
Raffaelli, Ryan, and Mary Ann Glynn. "Turnkey or Tailored? Relational Pluralism, Institutional Complexity, and the Organizational Adoption of More or Less Customized Practices." Academy of Management Journal 57, no. 2 (April 2014): 541–562.
- September 2021 (Revised March 2022)
- Case
Katie Couric Media: Landing the First Client
By: N. Louis Shipley and William R. Kerr
In May 2018, celebrated journalist Katie Couric and her husband, John Molner, had recently launched a full-service media firm called Katie Couric Media (KCM). Couric treasured the opportunity to address important social issues like gender equality, environmental... View Details
Keywords: Customer Acquisition; Subscription Model; Entrepreneurship; Business Startups; Media; Customers; Acquisition; Social Issues; Brands and Branding; Media and Broadcasting Industry
Shipley, N. Louis, and William R. Kerr. "Katie Couric Media: Landing the First Client." Harvard Business School Case 822-011, September 2021. (Revised March 2022.)
- June 2018 (Revised January 2019)
- Case
Membership Rewards® from American Express
By: Shelle Santana, Frances X. Frei and Lauren G. Pickle
Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem “points” based on... View Details
Keywords: Financial Services; Customer Loyalty; Credit Cards; Marketing Strategy; Product Marketing; Brands and Branding; Customer Value and Value Chain; Value Creation; Financial Services Industry; Banking Industry; North America; United States
Santana, Shelle, Frances X. Frei, and Lauren G. Pickle. "Membership Rewards® from American Express." Harvard Business School Case 518-079, June 2018. (Revised January 2019.)
- June 2002
- Article
Do Better Customers Utilize Electronic Distribution Channels? The Case of PC Banking
By: L Hitt and F. Frei
Keywords: Online Technology
Hitt, L., and F. Frei. "Do Better Customers Utilize Electronic Distribution Channels? The Case of PC Banking." Management Science 48, no. 6 (June 2002): 732–748.
- September 2021 (Revised December 2021)
- Case
Spire, the CubeSat Revolution, and the Government as a Space Data Customer
By: Matthew Weinzierl, Mehak Sarang and Brendan L. Rosseau
This case outlines the rise of Spire Global, a young space company using CubeSats to provide weather data and weather prediction services. In addition to tracing the evolution of a space startup from novel idea to publicly-traded company, the case also examines the... View Details
Keywords: Space; Government Contracting; Remote Sensing; Satellites; Business Startups; Public Sector; Cost vs Benefits; Competition; Weather; Forecasting and Prediction
Weinzierl, Matthew, Mehak Sarang, and Brendan L. Rosseau. "Spire, the CubeSat Revolution, and the Government as a Space Data Customer." Harvard Business School Case 722-013, September 2021. (Revised December 2021.)
- 2002
- Working Paper
Do Better Customers Utilize Electronic Distribution Channels? The Case of PC Banking
By: Lorin M. Hitt and Frances X. Frei
- September 2023
- Supplement
Arcos Dorados: Decarbonizing McDonald’s in Latin America – Standard vs Geographically Customized Strategy
By: George Serafeim and Michael W. Toffel
Serafeim, George, and Michael W. Toffel. "Arcos Dorados: Decarbonizing McDonald’s in Latin America – Standard vs Geographically Customized Strategy." Harvard Business School Multimedia/Video Supplement 624-704, September 2023.
- May 2022
- Case
Byte
By: Boris Groysberg, Katherine Connolly Baden and Julia Kelley
In January 2021, Byte co-founders Scott Cohen and Blake Johnson reflected on how far their Los Angeles-based direct-to-consumer (DTC) orthodontics company had come since launching its clear aligners just a little over two years earlier. Cohen and Johnson were both... View Details
- August 1988
- Background Note
Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment
Describes four kinds of selling: 1) transaction, 2) systems, 3) major account management, and 4) strategic account relationships. Explains the advantages, disadvantages, and risks of each. The second half is devoted to a discussion of strategic account relationships... View Details
Shapiro, Benson P. "Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment." Harvard Business School Background Note 589-015, August 1988.
- 2002
- Article
Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality
By: Youngme Moon
Moon, Youngme. "Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality." Journal of Consumer Psychology 12, no. 4 (2002): 313–326.
- 2017
- Working Paper
Are You a Guest Here? Field Experiments on Racial Discrimination in Customer Service
By: Alexandra C. Feldberg and Tami Kim
- 1999
- Working Paper
Social Enterprise Series No.7 - Marketing's Role in Addressing the Poor as Customers
By: V. Kasturi Rangan and Patricia Walker
- August 2019
- Case
Twiggle: E-Commerce with Semantic Search
By: Shane Greenstein and Danielle Golan
Four years after being founded, in 2014, by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into an online merchant’s existing framework. The company utilized advanced structuring and... View Details
Keywords: Search Technology; Customer Acquisition; Internet and the Web; Technological Innovation; Commercialization; Growth and Development Strategy; E-commerce; Technology Industry; Israel
Greenstein, Shane, and Danielle Golan. "Twiggle: E-commerce with Semantic Search." Harvard Business School Case 620-025, August 2019.
- July 1996
- Article
New Product Development Structures: The Effect of Customer Overload on Post-Concept Time to Market
By: S. Datar, C. Jordan, S. Kekre, S. Rajiv and K. Srinivasan
Datar, S., C. Jordan, S. Kekre, S. Rajiv, and K. Srinivasan. "New Product Development Structures: The Effect of Customer Overload on Post-Concept Time to Market." Journal of Product Innovation Management 13, no. 4 (July 1996): 325–333.
- November 2004
- Article
The Persistence of Customer Profitability: Empirical Evidence and Implications from a Financial Services Firm
By: Dennis Campbell and Frances X. Frei
Keywords: Customers; Markets; Information; Finance; Business Ventures; Profit; Financial Services Industry
Campbell, Dennis, and Frances X. Frei. "The Persistence of Customer Profitability: Empirical Evidence and Implications from a Financial Services Firm." Journal of Service Research 7, no. 2 (November 2004).
- February 14, 2023
- Article
How to Build a Life: An Old Romantic Custom We Should Bring Back
By: Arthur C. Brooks
Brooks, Arthur C. "How to Build a Life: An Old Romantic Custom We Should Bring Back." The Atlantic (February 14, 2023).
- October 1982 (Revised January 1985)
- Supplement
Federal Express: Customer Service Department -- Cosmos System and Interview with Heinz Adam, Video
Lovelock, Christopher H. "Federal Express: Customer Service Department -- Cosmos System and Interview with Heinz Adam, Video." Harvard Business School Video Supplement 883-501, October 1982. (Revised January 1985.)
- May 2016
- Case
OPET: Precision Marketing in Uncertain Times
By: Rajiv Lal, Esel Çekin and Eren Kuzucu
During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in... View Details
Keywords: Customer Satisfaction; Customer Service; Emerging Market; Focusing On Customers; Competition; Turkey; Loyalty Program; Marketing Strategy; Downstream Distribution; Customer Relationship Management; Energy Industry; Turkey
Lal, Rajiv, Esel Çekin, and Eren Kuzucu. "OPET: Precision Marketing in Uncertain Times." Harvard Business School Case 516-087, May 2016.
- 2012
- Chapter
Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM
By: Jill Avery and Susan Fournier
With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's... View Details
Keywords: Brands; Brand Management; CRM; Customer Relationship Management; Customer Focus and Relationships; Customers; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry
Avery, Jill, and Susan Fournier. "Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM." In Consumer-Brand Relationships: Theory and Practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, 301–316. Routledge, 2012. (Paperback edition published in 2013.)
- December 2021 (Revised May 2022)
- Case
Troverie (A)
By: Thomas R. Eisenmann, Lindsay N. Hyde and Olivia Graham
Six months after the August 2018 launch of Troverie, a U.S.-based online retailer of luxury watches, the average cost of acquiring a customer is much higher than originally projected, and the startup is incurring a substantial loss on each sales transaction. Could... View Details
Keywords: Startup; Luxury Goods; Customer Acquisition; Entrepreneurship; Business Startups; Luxury; Failure; Internet and the Web; Revenue; Fashion Industry; United States
Eisenmann, Thomas R., Lindsay N. Hyde, and Olivia Graham. "Troverie (A)." Harvard Business School Case 822-068, December 2021. (Revised May 2022.)