Publications

Article

Moving from Engagement to a Real Marriage of Brand and Customer

By: Jeffrey F. Rayport

Keywords: Technology; Digital Services; Strategy; Internet and the Web; Marketing

Read Now

January 2004
Article

Finding Value in Diversity: Verification of Personal and Social Self-Views in Diverse Groups

By: W. B. Swann Jr., J. Polzer, D. C. Seyle and S. J. Ko

Keywords: Value; Groups and Teams; Identity; Diversity

Read Now

November 2009 (Revised March 2010)
Case

Managing Drugs on the Forefront of Personalized Medicine: The Erbitux and Vectibix Story

By: Richard G. Hamermesh, Raju Kucherlapati and Rachel Gordon

In May 2007, Amgen Inc. (Amgen) received disappointing news from the European Medicines Agency (EMEA) that its drug Vectibix, developed to fight metastatic colorectal cancer, had been rejected. This was especially surprising news given that a similar rival drug had... View Details

Keywords: Entrepreneurship; Governing Rules, Regulations, and Reforms; Health Testing and Trials; Marketing Strategy; Product Positioning; Genetics; Biotechnology Industry; Europe; United States

Educators

01 Oct 2020
Video

Wendy Tsu - Product and Customer Discovery Interview - Investigating Problems

17 Jun 2016
News

Companies Need to Start Marketing Safety to Customers

Fall 2016
Article

How Do Customers Respond to Increased Service Quality Competition?

By: Ryan W. Buell, Dennis Campbell and Frances X. Frei

When does increased service quality competition lead to customer defection, and which customers are most likely to defect? Our empirical analysis of 82,235 customers exploits the varying competitive dynamics in 644 geographically isolated markets in which a nationwide... View Details

Keywords: Service Quality Competition; Retail Banks; Empirical Operations; Retention; Service Operations; Quality; Competition; Banking Industry; United States

March 2000 (Revised February 2005)
Case

Hewlett Packard--Computer Systems Organization: Selling to Enterprise Customers

By: Das Narayandas and Robert C. Dudley

In late 1996, Manuel Diaz, head of Worldwide Sales for Hewlett-Packard's (HP) Computer Systems Organization (CSO), is reviewing the results of an audit of HP's enterprise customer management approach with the objective of identifying market and organizational... View Details

Keywords: Accounting Audits; Transformation; Customer Relationship Management; Cost vs Benefits; Marketing Strategy; Sales; Computer Industry

Educators

17 Jun 2016
Op-Ed

Companies Need to Start Marketing Security to Customers

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by... View Details

Keywords: by John A. Quelch; Entertainment & Recreation

April 1987
Supplement

Inland Steel Co. Product Policy, Video 3: Customer and Technical Services

By: Benson P. Shapiro and Lawrence B. Levine

February 2008
Case

Campbell Soup Company: Selling Channel Innovation to Customers

Campbell Soup, like most food manufacturers, faced grocery chain and wholesale demand for its goods driven by Campbell's own promotional pricing structure rather than retail consumer demand. Former policies to encourage overstock created huge swings in production and... View Details

Keywords: Information Technology; Distribution Channels; Order Taking and Fulfillment; Food and Beverage Industry; Food and Beverage Industry

Educators

6 Jun 2002 - 9 Jun 2002
Conference Presentation

Perceived Individual Creativity in Organizational Teamwork as a Function of Personality and Gender

By: Giovanni Moneta, Teresa M. Amabile, Elizabeth Schatzel and Steven J. Kramer

Keywords: Gender; Organizations; Groups and Teams; Creativity; Identity; Perception

October 1992
Case

Maria Guavera's Summer Work: A Personal Odyssey

By: Stephen A. Greyser and Nancy Langford

September 2024
Supplement

Assessing the Value of Unifying and De-Duplicating Customer Data Spreadsheet Supplement

By: Elie Ofek

13 May 2013
Blog Post

"I never thought I would be a business person until…”

minored in Media Studies at Korea University. I never thought I would be a business person until I interned at The Boston Consulting Group. I worked on a technology incubation project for a Korean heavy industries conglomerate. I was... View Details

Keywords: Manufacturing

2002
Working Paper

Finding Value in Diversity: Verification of Personal and Social Self-Views in Diverse Groups

By: William B. Swann Jr., Jeffrey Polzer, Daniel Conor Seyle and Sei Jin Ko