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  • All HBS Web  (1,508)
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    • News  (316)
    • Research  (1,025)
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  • All HBS Web  (1,508)
    • People  (2)
    • News  (316)
    • Research  (1,025)
    • Events  (3)
    • Multimedia  (4)
  • Faculty Publications  (318)
← Page 4 of 1,508 Results →
  • 24 Oct 2023
  • Research & Ideas

When Tech Platforms Identify Black-Owned Businesses, White Customers Buy

Democratic-leaning areas. And new customers of Black-owned businesses were more likely to be white, based on an analysis of reviewers’ profile photos, relative to prior customers. Luca and his coauthors also... View Details
Keywords: by Jay Fitzgerald; Food & Beverage
  • 13 Jul 2016
  • HBS Case

How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

stage.” Next Lesson: From 1,000 to 100,000,000 With early adopters in place, a company can start thinking about how to expand their customer base through more traditional means of marketing. To tackle that... View Details
Keywords: by Michael Blanding; Retail; Service; Transportation
  • 22 Feb 2021
  • Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

their current situation and how it might evolve,” Cespedes writes in the book’s introduction. If not, he says, they will make decisions based on bad assumptions and fall victim to those who do understand cause-and-effect links between... View Details
Keywords: by Kristen Senz
  • 20 May 2019
  • Research & Ideas

Activist CEOs Are Rising Up—and Their Customers Are Listening

When former Starbucks CEO Howard Schultz announced earlier this year he was thinking about running for president of the United States, it wasn’t a new idea. Past CEOs seeking the White House have included Carly Fiorina, Ross Perot, Herman Cain, Steve Forbes, Mitt... View Details
Keywords: by Michael Blanding
  • Article

How Much Is a Reduction of Your Customers' Wait Worth? An Empirical Study of the Fast-Food Drive-Thru Industry Based on Structural Estimation Methods

In many service industries, companies compete with each other on the basis of the waiting time their customers experience, along with other strategic instruments such as the price they charge for their service. The objective of this paper is to conduct an empirical... View Details
Keywords: Customer Satisfaction; Price; Service Delivery; Mathematical Methods; Competition; Food and Beverage Industry; Service Industry
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Allon, Gad, Awi Federgruen, and Margaret P. Pierson. "How Much Is a Reduction of Your Customers' Wait Worth? An Empirical Study of the Fast-Food Drive-Thru Industry Based on Structural Estimation Methods ." Manufacturing & Service Operations Management 13, no. 4 (Fall 2011).
  • June 2018 (Revised January 2019)
  • Case

Membership Rewards® from American Express

By: Shelle Santana, Frances X. Frei and Lauren G. Pickle
Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem “points” based on... View Details
Keywords: Financial Services; Customer Loyalty; Credit Cards; Marketing Strategy; Product Marketing; Brands and Branding; Customer Value and Value Chain; Value Creation; Financial Services Industry; Banking Industry; North America; United States
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Santana, Shelle, Frances X. Frei, and Lauren G. Pickle. "Membership Rewards® from American Express." Harvard Business School Case 518-079, June 2018. (Revised January 2019.)
  • March 2021 (Revised August 2022)
  • Case

Seeding and Selling Asana

By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and... View Details
Keywords: SaaS; Customer Journey; Business Model; Business Organization; Change Management; Growth and Development Strategy; Growth Management; Marketing Channels; Marketing Strategy; Product Marketing; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Digital Platforms; Internet and the Web; Technology Industry; United States
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Rayport, Jeffrey F., Susie Ma, and Amram Migdal. "Seeding and Selling Asana." Harvard Business School Case 821-054, March 2021. (Revised August 2022.)
  • 08 May 2015
  • News

Prestige brands can expand their reach—and make their core customers proud

Managing symbolic and exclusive brands involves an inherent tradeoff. Managers seek to generate growth by extending the customer base to new segments and markets. Yet increased popularity can dilute the... View Details
  • 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
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Ascarza, Eva. "Research: When A/B Testing Doesn't Tell You the Whole Story." Harvard Business Review Digital Articles (June 23, 2021).
  • 01 Oct 1999
  • News

The Same the World Over: Focusing on Customers and Innovation Brings Success

driver of performance in these organizations, regardless of nationality. Eager to determine whether this finding would also hold true among developing economies, Deshpandé and Farley have expanded their study to include information they gathered from five hundred... View Details
Keywords: Peter K. Jacobs
  • September 2020 (Revised June 2023)
  • Exercise

Artea: Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; "Marketing Analytics"; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analytics; Data Analysis; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Algorithmic Bias; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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Ascarza, Eva, and Ayelet Israeli. "Artea: Designing Targeting Strategies." Harvard Business School Exercise 521-021, September 2020. (Revised June 2023.)
  • January 2018 (Revised June 2018)
  • Case

Medtronic: Navigating a Shifting Healthcare Landscape

By: Robert S. Kaplan, Michael E. Porter, Thomas W. Feeley and Alee Hernandez
Medtronic is adapting its strategy to changes in healthcare competition and payments. It has decided to develop new relationships with payers, hospitals, and physicians to become more accountable for patient outcomes and total costs. The case describes new forms of... View Details
Keywords: Value Based Health Care; Bundled Payments; Health Care and Treatment; Cost Management; Value Creation; Supply Chain Management; Customer Value and Value Chain; Health Industry; Medical Devices and Supplies Industry; United States; Netherlands
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Kaplan, Robert S., Michael E. Porter, Thomas W. Feeley, and Alee Hernandez. "Medtronic: Navigating a Shifting Healthcare Landscape." Harvard Business School Case 718-471, January 2018. (Revised June 2018.)
  • June 2023
  • Simulation

Artea Dashboard and Targeting Policy Evaluation

By: Ayelet Israeli and Eva Ascarza
Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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Israeli, Ayelet, and Eva Ascarza. "Artea Dashboard and Targeting Policy Evaluation." Harvard Business School Simulation 523-707, June 2023.
  • 2021
  • Working Paper

Impact Accounting for Product Use: A Framework and Industry-specific Models

By: George Serafeim and Katie Trinh
This handbook provides the first systematic attempt to generate a framework and industry-specific models for the measurement of impacts on customers and the environment from use of products and services, in monetary terms, that can then be reflected in financial... View Details
Keywords: Impact Measurement; Product Impact; Customer Welfare; Environment; ESG; Product; Customers; Well-being; Environmental Sustainability; Measurement and Metrics; Accounting; Financial Statements; Analysis; Framework
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Serafeim, George, and Katie Trinh. "Impact Accounting for Product Use: A Framework and Industry-specific Models." Harvard Business School Working Paper, No. 21-141, June 2021.
  • August 2016 (Revised June 2017)
  • Case

InsideSales.com (A)

By: Frank V. Cespedes
This case focuses on growth requirements for a company moving from its base in SMB customers (Small and Mid-Sized businesses) to Enterprise customers (companies with more than 500 employees). It examines the differences in buying processes, product requirements,... View Details
Keywords: Business Organization; Customer Relationship Management; Marketing Strategy; Organizational Change And Adaptation; Organizational Design; Talent; Talent Management; Organizations; Growth Management; Sales; Salesforce Management; Corporate Entrepreneurship; Technology Industry; United States
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Cespedes, Frank V. "InsideSales.com (A)." Harvard Business School Case 817-018, August 2016. (Revised June 2017.)
  • July–August 2024
  • Article

Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals

By: Ta-Wei Huang and Eva Ascarza
Firms are increasingly interested in developing targeted interventions for customers with the best response, which requires identifying differences in customer sensitivity, typically through the conditional average treatment effect (CATE) estimation. In theory, to... View Details
Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing Strategy
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Huang, Ta-Wei, and Eva Ascarza. "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals." Marketing Science 43, no. 4 (July–August 2024): 863–884.
  • 2011
  • Chapter

Consumers' Relationships with Brands

By: Susan Fournier and Jill Avery
This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's... View Details
Keywords: Marketing; Brands; Brand Building; Brand Equity; Brand Management; Customer Relationship Management; CRM; Customer Focus and Relationships; Brands and Branding; Marketing Strategy; Consumer Products Industry
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Fournier, Susan, and Jill Avery. "Consumers' Relationships with Brands." Chap. 14 in Perspectives on Brand Management, edited by Mark D. Uncles, 225–248. Tilde University Press, 2011.
  • August 2016 (Revised August 2017)
  • Case

AnswerDash (Abridged)

By: Elie Ofek and Jeffrey D. Shulman
It is 2014 and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of... View Details
Keywords: Pricing; Economic Value Estimation; Price Metrics; Organizational Selling; Innovation Adoption; Business To Business; Marketing; Customer Lifetime Value; Venture Capital; Customer Relationship Management; Price; Marketing Strategy; Entrepreneurship; Technology Adoption; Business Startups; Sales; Innovation and Invention; Product Marketing; Financial Services Industry
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Ofek, Elie, and Jeffrey D. Shulman. "AnswerDash (Abridged)." Harvard Business School Case 517-020, August 2016. (Revised August 2017.)
  • June 2016 (Revised August 2017)
  • Case

AnswerDash

By: Elie Ofek and Jeffrey D. Shulman
It is 2014, and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of... View Details
Keywords: Pricing; Economic Value Estimation; Price Metrics; Organizational Selling; Innovation Adoption; Business To Business; Marketing; Customer Lifetime Value; Venture Capital; Customer Relationship Management; Price; Marketing Strategy; Entrepreneurship; Technology Adoption; Business Startups; Sales; Innovation and Invention; Product Marketing; Financial Services Industry
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Ofek, Elie, and Jeffrey D. Shulman. "AnswerDash." Harvard Business School Case 516-106, June 2016. (Revised August 2017.)
  • May 2015
  • Case

Pricing in a Digital World (2015)

By: John Gourville
Dynamic pricing, especially as practiced by Uber and Lift, seems to be all the rage. In this case, we look at five interesting applications of dynamic price and price customization, each made possible by advances in digital technology. These range from the online... View Details
Keywords: Pricing; Marketing; Dynamic Pricing; Price Customization; Information Technology; Price; Entrepreneurship; Customization and Personalization; Product Marketing
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Gourville, John. "Pricing in a Digital World (2015)." Harvard Business School Case 515-104, May 2015.
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