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Show Results For
- All HBS Web
(6,280)
- People (3)
- News (1,338)
- Research (4,173)
- Events (16)
- Multimedia (81)
- Faculty Publications (2,909)
- 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.
- 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.)
- 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).
- June 23, 2021
- Article
Research: When A/B Testing Doesn't Tell You the Whole Story
By: Eva Ascarza
When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details
Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research
Ascarza, Eva. "Research: When A/B Testing Doesn't Tell You the Whole Story." Harvard Business Review Digital Articles (June 23, 2021).
- 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.
- 2016
- Working Paper
The Effect of Financial Performance Measurement on Customer Satisfaction: A Field Experiment in China
By: Daniel A. Brown
- June 2016
- Teaching Note
Relating to Peapod
By: Jill Avery and Susan Fournier
This case concerns the topics of relationship marketing, customer acquisition and retention, brand loyalty, service failure and recovery, new product introduction, and the use of consumer ethnography to study consumer behavior. Specifically, the case explores the... View Details
- Teaching Interest
Overview
By: Rob Markey
Managing Service Operations - MBA Elective Curriculum
World-class service organizations deeply understand the needs and behaviors of their customers, and design, manage, and improve their operating models accordingly. This course... View Details
Keywords: Customer Lifetime Value; Customer Centric Initiative; Customer Engagement; Service Management; Service Profit Chain; Service Design; Service Models; Service Excellence; Customer Focus and Relationships; Customer Satisfaction; Customer Value and Value Chain; Service Delivery; Service Operations
- 13 May 2010
- Conference Presentation
Reorganize for Resilience: Putting Customers at the Center of Your Organization to Realize Profitable Growth
By: Ranjay Gulati
- 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.)
- 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 2018 (Revised June 2021)
- Case
Bulb 2015: Foundation
By: John R. Wells and Benjamin Weinstock
In late August 2015, Amit Gudka and Hayden Wood, co-founders of Bulb, Ltd (Bulb), were ready to offer affordable renewable energy to the United Kingdom’s 27 million households. They hoped to capitalize on the hundreds of thousands of customers switching their energy... View Details
Keywords: Green Energy; Start-up; Launch; Customer Acquisition; Customer Churn; Customer Engagement; Electricity; Resources; Growth Strategy; B-Corp; Entrepreneurial Journey; Entrepreneurial Management; Start-ups; Renewable Energy; Business Startups; Business Plan; Business Model; Working Capital; Customers; Growth and Development Strategy; United Kingdom
Wells, John R., and Benjamin Weinstock. "Bulb 2015: Foundation." Harvard Business School Case 719-440, December 2018. (Revised June 2021.)
- 2002
- Chapter
Cooperative Customer Management: Is There Strategic Potential for a New Relationship between Retail and Industry?
By: Christian H.M. Ketels, Dirk Seifert and Alexander Kracklauer
- 19 Oct 2010
- Conference Presentation
Reorganize for Resilience: Putting Customers at the Center of Your Organization to Realize Profitable Growth
By: Ranjay Gulati
- April 2007 (Revised April 2011)
- Teaching Note
Slots, Tables, and All that Jazz: Managing Customer Profitability at the MGM Grand Hotel (TN)
By: Dennis Campbell and Francisco de Asis Martinez-Jerez
Teaching note to 106029. View Details
- 1998
- Book
Marketing Kakushin no Jidai 1: Kokyaku Souzou (The Age of Marketing Innovation 1: Customer Creation)
By: Mitsuaki Shimaguchi, Hirotaka Takeuchi, Hotaka Katahira and Junzou Ishii