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July 2010 (Revised January 2017)
Background Note

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)

By: Thomas Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details

Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; ＂Marketing Analytics＂; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value

July 2010
Supplement

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition -... View Details

Keywords: Competency and Skills; Customer Relationship Management; Customer Value and Value Chain; Decisions; Framework; Management Practices and Processes; Marketing; Marketing Strategy; Strategic Planning; Mathematical Methods; Value

February 2010
Supplement

Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

This Excel worksheet contains sample problems, prebuilt Excel models to run market sizing and market share analyses, and charts and graphs which help visualize the results. It is designed to accompany Marketing Analysis Tookit: Market Size and Market Share Analysis.... View Details

Keywords: Mathematical Methods; Marketing Strategy; Decisions; Strategic Planning; Market Participation; Sales; Forecasting and Prediction; Management Analysis, Tools, and Techniques

2002
Chapter

International Negotiation Analysis

By: James K. Sebenius

Keywords: Negotiation; International Relations

February 1984
Background Note

Sustainable Growth Analysis

By: William A. Sahlman

Keywords: Business Growth and Maturation

Find at Harvard

March 2021
Exercise

Marketplace Analysis Exercise

By: Scott Duke Kominers

August 2016 (Revised November 2019)
Supplement

eSig: Growth Analysis

By: Mark N. Roberge and Thomas R. Eisenmann

eSig, an early-stage startup, offers an electronic signature application as a "freemium" product, i.e., users can upgrade from a free basic version to a premium version by paying a subscription fee. Using 9 months of data from 50,000 user activations, available as a... View Details

Keywords: Esignature; Computer Software; Entrepreneurship; Business Startups; Management; Marketing Channels; Applications and Software; Computer Industry; United States

October 2000 (Revised March 2004)
Background Note

Variance Analysis and Flexible Budgeting

By: Robert S. Kaplan

Facilitates the teaching of cases on variance analysis and flexible budgeting. Uses algebra, diagrams, and numerical examples to illustrate the calculation of price, quantity, and mix variances for revenues and costs, and a flexible budget for analyzing indirect and... View Details

Keywords: Cost; Price; Mathematical Methods; Revenue; Budgets and Budgeting

1986
Chapter

Strategic Cost Analysis

By: Robert S. Kaplan

Keywords: Cost Accounting; Strategy

November 1980 (Revised December 1982)
Background Note

Cost Systems Analysis

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Personal Relationships and Enforcement of Management Controls: An Analysis of Punishments for Perpetrators of Economic Crimes

To explore how companies enforce management control systems, we examine whether social relationships influence the severity and consistency of punishments for main perpetrators of corporate economic crimes. We find wide variation in rates of dismissal and... View Details

December 1994
Background Note

Cost System Analysis

By: Robert S. Kaplan

Describes six characteristics of cost systems: standard vs. actual costs; job-order vs. process costing; variable vs. full costs; disaggregate vs. aggregate cost accumulation; and specific vs. average rates for labor and overhead. A rewritten version of an earlier... View Details

Keywords: Cost; Analysis; System

January 2006
Tutorial

Alternative Choice Decisions Analysis

By: David F. Hawkins, V.G. Narayanan, Jacob Cohen and Michele Jurgens

Shows how managers use information on costs and revenues to decide between possible alternative courses of action. Presents two case examples of differential cost analysis. The first, a make or buy decision, examines two alternatives in which only costs vary. The... View Details

Keywords: Cost; Profit; Revenue; Information; Management Analysis, Tools, and Techniques; Problems and Challenges; Conflict and Resolution

January 2008 (Revised January 2010)
Background Note

Finding Information for Industry Analysis

By: Jan W. Rivkin and Ann Cullen

This note provides detailed instructions on finding resources for conducting industry analysis, with a special focus on resources available at Harvard Business School. It allows students to transition from doing a Five Forces analysis on the basis of a case, where all... View Details

Keywords: Information; Five Forces Framework; Research; Competitive Strategy; Internet

February 2010
Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery

Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details

Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales

July 2010
Supplement

Marketing Analysis Toolkit: Pricing and Profitability Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability... View Details

Keywords: Management Analysis, Tools, and Techniques; Marketing Strategy; Decisions; Strategic Planning; Price; Partners and Partnerships; Cost; Demand and Consumers; Revenue; Profit; Mathematical Methods; Measurement and Metrics

Research Summary

Managerial Decision Analysis

By: David E. Bell

David E. Bell and Arthur Schleifer, Jr. are concluding a multiyear project aimed at producing more field-oriented case material for the Managerial Economics course, specifically, materials on decision, data, and risk analysis. A series of case- and textbooks (with... View Details

December 1978 (Revised November 1985)
Background Note

Economic Cost-Benefit Analysis

By: James E. Austin

Keywords: Cost vs Benefits

Find at Harvard

August 2016 (Revised November 2019)
Case

eSig: Growth Analysis

By: Mark Roberge and Tom Eisenmann

eSig, an early-stage startup, offers an electronic signature application as a "freemium" product, i.e., users can upgrade from a free basic version to a premium version by paying a subscription fee. Using 9 months of data from 50,000 user activations (available as a... View Details

Keywords: Esignature; Computer Software; Business or Company Management; Marketing Channels; Applications and Software; Business Startups; Computer Industry

May 2008
Exercise

Stakeholder Analysis Tool

By: Lynda M. Applegate

This exercise enables users to: identify stakeholders and analyze their interests and expectations; categorize interests and expectations based on importance; and develop an action plan. View Details

Keywords: Management Analysis, Tools, and Techniques; Planning; Interests; Segmentation

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