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  • All HBS Web  (1,237)
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  • All HBS Web  (1,237)
    • People  (1)
    • News  (196)
    • Research  (921)
    • Events  (2)
  • Faculty Publications  (347)
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  • Article

Consumer Price Sensitivity and Price Thresholds

By: Sangman Han, Sunil Gupta and Donald R. Lehmann
Keywords: Customers; Price
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Han, Sangman, Sunil Gupta, and Donald R. Lehmann. "Consumer Price Sensitivity and Price Thresholds." Journal of Retailing 77, no. 4 (Winter 2001): 435–456. (Honorable Mention, Davidson Award for Best Paper, Journal of Retailing, 2003.)
  • 05 Jul 2006
  • Working Paper Summaries

The Framing Effect of Price Format

Keywords: by Marco Bertini & Luc R. Wathieu
  • 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
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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.)
  • 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

Keywords: Customer Value and Value Chain; Auctions; Network Effects; Business Strategy
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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.
  • 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
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Kaplan, Robert S. "Manufacturers Hanover Corp.: Customer Profitability Report." Harvard Business School Case 191-068, October 1990.
  • 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
Keywords: by Sean Silverthorne; Retail
  • 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
  • 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
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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.)
  • 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
  • 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
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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.
  • 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
  • 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
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Ofek, Elie, and Amy Klopfenstein. "Pricing at Netflix: The Sequel." Harvard Business School Case 523-015, August 2022. (Revised March 2023.)
  • 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
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Martinez-Jerez, Francisco de Asis. "Understanding Customer Profitability at Charles Schwab." Harvard Business School Case 106-002, July 2005. (Revised January 2011.)
  • 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
Keywords: by Sean Silverthorne; Retail; Consumer Products
  • 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
Keywords: by Maggie Starvish; Retail
  • 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
Keywords: by Jay Fitzgerald; Consumer Products; Retail
  • 2008
  • Simulation

Pricing Simulation: Universal Car Rental

By: John T. Gourville
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
Citation
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Gourville, John T. "Pricing Simulation: Universal Car Rental." Simulation and Teaching Note. Harvard Business School Publishing, 2008. Electronic.
  • June 2025
  • Case

TagHive: Edtech Pricing and Distributor Decisions

By: Isamar Troncoso, Frank V. Cespedes and Stacy Straaberg
Education technology (edtech) company TagHive, founded in 2017, used a direct sales team and third-party distributors to sell its Class Saathi hardware and software solution to 300 clients, mainly primary and secondary schools in India. The product aimed to improve... View Details
Keywords: Business Model; Marketing Channels; Marketing Strategy; Product Marketing; Social Marketing; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Technology Adoption; Education; Teaching; Price; Customer Relationship Management; Customer Satisfaction; Growth and Development; Technological Innovation; Education Industry; Technology Industry; India; South Korea
Citation
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Troncoso, Isamar, Frank V. Cespedes, and Stacy Straaberg. "TagHive: Edtech Pricing and Distributor Decisions." Harvard Business School Case 525-001, June 2025.
  • 18 Nov 2009
  • HBS Case

Customer Feedback Not on elBulli’s Menu

He's been called "the Salvador Dalí of the kitchen" for creations ranging from beetroot and yogurt ice-cream lollipops to a deconstructed Spanish omelet served in a parfait glass. Each year, some 2 million hopeful diners vie to be one of the fifty View Details
Keywords: by Julia Hanna; Food & Beverage
  • 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
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Narayandas, Das. "Marketing Simulation: Managing Segments and Customers." Simulation and Teaching Note. Harvard Business Publishing, 2010. Electronic.
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