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February 2025 (Revised February 2025)
Case

Managing Complexity at mymuesli

By: Thomas Graeber and Stacy Straaberg

In April 2009, direct-to-consumer e-commerce muesli brand mymuesli faced a flood of customer questions. The breakfast cereal startup enabled users to order personalized muesli on its website by choosing from 75 organic ingredients for a total of 566 quadrillion... View Details

Keywords: Customer Satisfaction; Decisions; Food; Product Marketing; Product Positioning; Product Launch; Problems and Challenges; Behavior; Competitive Advantage; Customization and Personalization; Segmentation; Internet and the Web; Food and Beverage Industry; Europe; Germany

May 2007 (Revised April 2009)
Case

Netflix

By: Willy C. Shih, Stephen P. Kaufman and David Spinola

Reed Hastings founded Netflix with a vision to provide a home movie service that would do a better job satisfying customers than the traditional retail rental model. But as it encouraged challenges it underwent several major strategy shifts, ultimately developing a... View Details

Keywords: Business Model; Film Entertainment; Disruptive Innovation; Growth and Development Strategy; Distribution Channels; Service Delivery; Renting or Rental; Competitive Strategy; Motion Pictures and Video Industry

March 2011 (Revised July 2011)
Case

Vestas' World of Wind

By: Thomas J. Steenburgh and Elena Corsi

The wind turbine manufacturer Vestas launched the industry's first highly localized and customized new product launch campaigns which used also new tools such as web 2.0 platforms. Used to operate in a market where demand exceeded supply, Vestas had lost contact with... View Details

Keywords: Customer Focus and Relationships; Marketing Channels; Internet and the Web; Product Launch; Demand and Consumers; Advertising Campaigns; Global Strategy; Customization and Personalization; Business and Stakeholder Relations; Finance; Product Marketing; Technology Adoption; Energy Industry

28 Apr 2003
Research & Ideas

Supply Chain Risk: Deal With It

efficiency has been cast in high relief, supply chain managers realize that they can no longer focus solely on cost reduction—any calculation of a supply chain's return on investment must also take customer satisfaction into account.... View Details

Keywords: by David Stauffer

18 Feb 2019
Book

What’s Really Disrupting Business? It’s Not Technology

non-committal prices. That is, until Birchbox came along in 2010 with an innovative offer: Pay a monthly fee and receive a curated box of beauty samples by mail. “They said, ‘We're going to start off doing this one part of the customer... View Details

Keywords: by Danielle Kost; Beauty & Cosmetics; Insurance; Service; Retail

August 2023
Case

Beamery: Using Skills and AI to Modernize HR

By: Boris Groysberg, Alexis Lefort, Susan Pinckney and Carolina Bartunek

Unicorn human relationships startup Beamery evaluates it's growth versus depth strategy as its strategic partners and customers could become future competitors in a quickly changing AI based human resources and talent management industry View Details

16 Jan 2024
Cold Call Podcast

How SolarWinds Responded to the 2020 SUNBURST Cyberattack

Keywords: Information Technology

March–April 1979
Article

How Competitive Forces Shape Strategy

By: M. E. Porter

Many factors determine the nature of competition, including not only rivals, but also the economics of particular industries, new entrants, the bargaining power of customers and suppliers, and the threat of substitute services or products. A strategic plan of action... View Details

Keywords: Competition; Strategy

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September 2010 (Revised January 2012)
Case

Emergia: Driving Profitability on Help Desk Contracts

Emergia wants to keep its customer happy with its contact center service, but the margins on the help desk contract are dangerously low. Can Miguel Neira, the COO, increase margins while preserving the customer relationship? View Details

Keywords: Customer Relationship Management; Customer Satisfaction; Profit; Job Cuts and Outsourcing; Management Analysis, Tools, and Techniques; Service Operations; Performance Capacity; Performance Evaluation; Mathematical Methods; Service Industry

05 Dec 2023
Cold Call Podcast

What Founders Get Wrong about Sales and Marketing

Keywords: Re: Mark N. Roberge

February 2022
Case

Toraya

By: Lauren Cohen and Akiko Kanno

Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was... View Details

Keywords: Branding; Luxury Brand; Succession; Family Business; Management Succession; Brands and Branding; Luxury; Marketing; Expansion; Globalization; Innovation and Invention; Customer Satisfaction; Food and Beverage Industry; Retail Industry; Japan

Article

Beyond the Target Customer: Social Effects in CRM Campaigns

By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson

Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details

Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior

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September–October 2020
Article

Managing Churn to Maximize Profits

By: Aurelie Lemmens and Sunil Gupta

Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details

Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit

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July 1993
Case

Air Miles Canada

By: Thomas O. Jones, Leonard A. Schlesinger and Roger H. Hallowell

Air Miles Canada both increases customer loyalty by rewarding shopping frequency at specified merchants, and enables its sponsors to develop a new, more complex understanding of their customers' (and potential customers') shopping habits, thus making future customer... View Details

Keywords: Programs; Customer Relationship Management; Information Management; Air Transportation Industry; Canada

Article

Know Your Customers' 'Jobs to Be Done'

By: Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan

Firms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors, product developers focus too much on building customer profiles and looking for correlations in data. To create... View Details

Keywords: Customer Relationship Management

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August 2014
Case

Netflix: Designing the Netflix Prize (A)

By: Karim R. Lakhani, Wesley M. Cohen, Kynon Ingram, Tushar Kothalkar, Maxim Kuzemchenko, Santosh Malik, Cynthia Meyn, Greta Friar and Stephanie Healy Pokrywa

In 2006, Reed Hastings, CEO of Netflix, was looking for a way to solve Netflix's customer churn problem. Netflix used Cinematch, its proprietary movie recommendation software, to promote individually determined best-fit movies to customers. Hastings determined that a... View Details

Keywords: Crowdsourcing; Prizes; Digitization; Algorithms; Recommendation Software; Disruption; Transformation; Collaborative Innovation and Invention; Technological Innovation; Knowledge Sharing; Applications and Software; Motion Pictures and Video Industry; Entertainment and Recreation Industry; Technology Industry; United States

March 2024
Supplement

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Bruce Hardie, Peter S. Fader and Michael Ross

This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an... View Details

Keywords: Customer Relationship Management; Analytics and Data Science; Growth and Development Strategy; Retail Industry; United States

April 2012 (Revised February 2013)
Case

H-E-B: Creating a Movement to Reduce Obesity in Texas

By: Jose B. Alvarez, Jason Riis and Walter J. Salmon

In January 2012, H-E-B Grocery Co., a private retail chain with stores located in Texas and Mexico, was introducing its Healthy at H-E-B program to its customers. The program, which started with the company's employees a few years earlier, was an effort to educate and... View Details

Keywords: Corporate Social Responsibility and Impact; Profit; Leading Change; Customer Focus and Relationships; Food and Beverage Industry; Retail Industry; Texas

August 2003 (Revised October 2003)
Case

C&S Wholesale Grocers: Self-Managed Teams

By: Thomas J. DeLong, Tejal Mody and David Ager

Rick Cohen, president and CEO of C&S Wholesale Grocers, is trying to decide whether and how to implement the self-managed teams concept in his warehouse. Eight months earlier, C&S had begun to act as principal wholesaler to A&P throughout New England, a decision that... View Details

Keywords: Customer Satisfaction; Decision Making; Labor Unions; Growth and Development Strategy; Distribution Channels; Organizational Change and Adaptation; Organizational Structure; Groups and Teams; New England

October 2023 (Revised February 2024)
Case

Loris

By: Shunyuan Zhang, Das Narayandas, Stacy Straaberg and David Lane

In December 2022, Loris’s executive team considered their go-to-market strategy. Loris was an artificial intelligence (AI) software startup for the customer service industry with two products on the market: 1) Agent Assist which provided customer service agents (CSAs)... View Details

Keywords: Decisions; Growth and Development Strategy; Product Launch; Product Positioning; Business Strategy; Competitive Strategy; Business Startups; AI and Machine Learning; Applications and Software; Marketing Strategy; Sales; Technology Industry; United States

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