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- Faculty Publications (347)
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- September 2010 (Revised August 2011)
- Background Note
Pricing, Profits, and Customer Value
By: Frank V. Cespedes, Benson P. Shapiro and Elliot B. Ross
This note discusses how some firms (start-ups and established companies) maximize customer value and profits via their pricing processes. It is aimed at companies that compete on the basis of performance initiatives rather than absolute cost advantages and low price.... View Details
Keywords: Customer Focus and Relationships; Customer Value and Value Chain; Cost; Price; Profit; Performance Effectiveness; Sales; Competitive Strategy
Cespedes, Frank V., Benson P. Shapiro, and Elliot B. Ross. "Pricing, Profits, and Customer Value." Harvard Business School Background Note 811-016, September 2010. (Revised August 2011.)
- 11 Dec 2006
- Research & Ideas
Fixing Price Tag Confusion
rental charge and a charge for the remote. Do partitioned prices help the consumer make an informed decision or just add to his or her confusion? Do partitioned prices increase demand? Is an online grocer... View Details
- April 2011 (Revised January 2015)
- Case
The Eleganzia Group
By: Elie Ofek, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez and Francesco Tronci
Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General Manager Giannuzzi must decide how to set prices at the Forte Village Resort, the Group's most well-known... View Details
Keywords: Pricing; Pricing Strategy; Customer Management; Branding; Customer Relationship Management; Price; Luxury; Business Strategy; Brands and Branding; Accommodations Industry; Travel Industry; Italy
Ofek, Elie, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez, and Francesco Tronci. "The Eleganzia Group." Harvard Business School Case 511-115, April 2011. (Revised January 2015.)
- September 2010 (Revised August 2013)
- Case
Liza Davis and the Bargain Hunting Customer
By: Francisco de Asis Martinez-Jerez and Lisa Brem
Liza Davis, an upscale women's fashion retailer, is reeling from worldwide recession and lower demand. Should the company target the fast-growing bargain hunter segment or hold the line on price discounts to preserve their brand image? Customer profitability... View Details
Keywords: Competitive Strategy; Price; Product Positioning; Customer Value and Value Chain; Business Cycles; Financial Crisis; Profit; Knowledge Use and Leverage; Fashion Industry; Retail Industry
Martinez-Jerez, Francisco de Asis, and Lisa Brem. "Liza Davis and the Bargain Hunting Customer." Harvard Business School Case 111-040, September 2010. (Revised August 2013.)
- 05 Jul 2006
- Working Paper Summaries
The Framing Effect of Price Format
Keywords: by Marco Bertini & Luc R. Wathieu
- 14 Jul 2003
- Research & Ideas
Keeping Your Balance With Customers
From product push to customer pull, technology has vastly reshaped the business transaction—and in turn, the customer's place in the value chain. Today, managing the customer relationship has become the... View Details
Keywords: by Robert S. Kaplan & David P. Norton
- 2006
- Working Paper
The Value of a 'Free' Customer
By: Sunil Gupta, Carl F. Mela and Jose M. Vidal-Sanz
Central to a firm's growth and marketing policy is the revenus and profit potential of its customer assets. As a result, there has been a recent proliferation of work regarding customer lifetime value. However, extant research in this area is silent regarding how to... View Details
Gupta, Sunil, Carl F. Mela, and Jose M. Vidal-Sanz. "The Value of a 'Free' Customer." Harvard Business School Working Paper, No. 07-035, December 2006.
- July–August 2020
- Article
Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market
By: Lingling Zhang and Doug J. Chung
The prevalence of online platforms opens new doors to traditional businesses for customer reach and revenue growth. This research investigates platform choice in a setting where prices are determined by negotiations between platforms and businesses. We compile a unique... View Details
Keywords: Business-to-business Marketing; Platform Competition; Two-Sided Markets; Price Bargaining; Daily Deals; Structural Model; Digital Platforms; Competition; Price; Negotiation
Zhang, Lingling, and Doug J. Chung. "Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market." Marketing Science 39, no. 4 (July–August 2020): 687–706.
- October 1990
- Case
Manufacturers Hanover Corp.: Customer Profitability Report
By: Robert S. Kaplan
Banking company noting declining profitability from its traditional lending activities has started to measure the total profitability of its lending relationships. A loan pricing model estimates the profit and return-on-equity from commercial loans. Additional work was... View Details
Keywords: Investment Return; Revenue; Commercial Banking; Banks and Banking; Customer Value and Value Chain; Banking Industry
Kaplan, Robert S. "Manufacturers Hanover Corp.: Customer Profitability Report." Harvard Business School Case 191-068, October 1990.
- Research Summary
Using Cost Information In Pricing Decisions
By: V.G. Narayanan
Professor Narayanan studies the use of cost information in pricing decisions. In particular, he studies how customer profitability information affects the product pricing decisions of managers. View Details
- August 2022 (Revised March 2023)
- Case
Pricing at Netflix: The Sequel
By: Elie Ofek and Amy Klopfenstein
This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new, high-profile original content, added millions of subscribers, and introduced another price increase in January 2022.... View Details
Keywords: Marketing; Advertising; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Internet and the Web; Customers; Customer Satisfaction; Entertainment and Recreation Industry; Advertising Industry; North and Central America; United States
Ofek, Elie, and Amy Klopfenstein. "Pricing at Netflix: The Sequel." Harvard Business School Case 523-015, August 2022. (Revised March 2023.)
- 20 Sep 2007
- Research & Ideas
How to be a Customer
order taker. The seller may be able to confirm or broaden your perspective. In some cases, you may even have expertise that can help the seller do a better job for you. Obviously, when demand exceeds supply, customers know they're going... View Details
Keywords: by John Quelch
- 26 Jul 2010
- Research & Ideas
Yes, You Can Raise Prices in a Downturn
Beachwood, Ohio. In this interview the researchers discuss pricing strategy and what ingredients are necessary to convince customers that higher prices are worth the cost. Sean... View Details
- July 2005 (Revised January 2011)
- Case
Understanding Customer Profitability at Charles Schwab
By: Francisco de Asis Martinez-Jerez
Charles Schwab is transforming into a customer-centric organization. Central to this cultural and organizational change is the utilization of customer profitability at different decision-making levels. Examines several technical aspects of the ABC cost system, as well... View Details
Keywords: Organizational Change and Adaptation; Motivation and Incentives; Customer Relationship Management; Customer Value and Value Chain; Activity Based Costing and Management; Decision Making; Organizational Culture; Profit; Performance Evaluation; Budgets and Budgeting
Martinez-Jerez, Francisco de Asis. "Understanding Customer Profitability at Charles Schwab." Harvard Business School Case 106-002, July 2005. (Revised January 2011.)
- 17 Jan 2024
- HBS Case
Psychological Pricing Tactics to Fight the Inflation Blues
businesses today will need to lean hard on psychological pricing strategies to convince customers to overcome their reluctance to spend, according to recent research by Elie Ofek, the Malcolm P. McNair... View Details
- 27 Jul 2011
- Research & Ideas
Customer Loyalty Programs That Work
contact those rewards customers who had purchased the tainted pet food. Loyalty program data can be enormously advantageous in other ways, such as helping a retailer perform market research, set pricing... View Details
- 2008
- Simulation
Pricing Simulation: Universal Car Rental
This web-based simulation presents an engaging context in which students develop their knowledge of pricing by managing a rental car operation (Universal) in Florida and improve regional performance by developing a pricing strategy. The simulation involves three... View Details
Keywords: Competition; Consumer Behavior; Price; Profit; Renting or Rental; Auto Industry; Service Industry; Miami; Orlando; Tampa
- March–April 2020
- Article
Pricing Policies that Protect your Brand
By: Ayelet Israeli and Eugene F. Zelek Jr.
When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What's not to like? Here's the problem: Lured by rock-bottom online prices, customers often end up dealing... View Details
Israeli, Ayelet, and Eugene F. Zelek Jr. "Pricing Policies that Protect your Brand." Harvard Business Review 98, no. 2 (March–April 2020): 76–83.
- 16 Feb 2010
- Research & Ideas
The Outside-In Approach to Customer Service
centricity cannot be achieved by simply listening to customers about their experiences with Best Buy; the company has to commit to owning the customers' problems and working creatively to solve them. Faced with increased View Details
- 2010
- Simulation
Marketing Simulation: Managing Segments and Customers
By: Das Narayandas
In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the... View Details
Keywords: Marketing Strategy; Salesforce Management; Distribution Channels; Price; Product Positioning; Customer Relationship Management; Profit; Revenue; Cost vs Benefits; Policy; Manufacturing Industry
Narayandas, Das. "Marketing Simulation: Managing Segments and Customers." Simulation and Teaching Note. Harvard Business Publishing, 2010. Electronic.