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2019
Article

Overcoming Cultural Resistance to Open Source Innovation

By: John Winsor, Jin Hyun Paik, Michael Tushman and Karim R. Lakhani

Purpose: This article offers insight on how to effectively help incumbent organizations prepare for global business shifts to open source and digital business models.
Design/methodology/approach: Discussion related to observation, experience and case studies... View Details

Keywords: Open Source Innovation; Organizational Culture; Organizational Change and Adaptation; Business Model; Technological Innovation; Collaborative Innovation and Invention

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November 2019 (Revised January 2020)
Supplement

Taiwan Semiconductor Manufacturing Company Limited: A Global Company's China Strategy (B)

By: William C. Kirby, Billy Chan and Dawn H. Lau

After the legendary founder of Taiwan Semiconductor Manufacturing Company (TSMC) retired, the new chairman had to grapple with fresh challenges related to its China market: a recently opened factory in China had to find ways to reverse its financial loss and meet its... View Details

Keywords: Cross-cultural; Foreign Investment; Government; Business and Government Relations; Globalization; Change Management; Customer Relationship Management; Innovation Strategy; Global Strategy; Leadership; Semiconductor Industry; Taiwan; China

September 2019
Supplement

Keroche (B): Considering Entry into the Kenyan Beer Market

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and... View Details

Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth and Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa

August 2019
Case

Twiggle: E-commerce with Semantic Search

By: Shane Greenstein and Danielle Golan

Four years after being founded, in 2014, by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into an online merchant’s existing framework. The company utilized advanced structuring and... View Details

Keywords: Search Technology; Customer Acquisition; Internet and the Web; Technological Innovation; Commercialization; Growth and Development Strategy; E-commerce; Technology Industry; Israel

April 2019
Case

Afterpay U.S.: The Omnichannel Dilemma

By: Antonio Moreno, Donald Ngwe and George Gonzalez

In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online purchases through four interest-free... View Details

2020
Working Paper

Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach

By: Eva Ascarza

The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can... View Details

Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Customer Value and Value Chain; Consumer Behavior; Analytics and Data Science; Mathematical Methods; Retail Industry

October 2018
Case

Shield AI

By: Mitchell Weiss and A.J. Steinlage

Shield AI’s quadcopter – with no pilot and no flight plan – could clear a building and outpace human warfighters by almost five minutes. This was not to say that it was better than the warfighters or would replace their jobs, but it was evidence that autonomous robots... View Details

June 2018
Article

Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

By: Clarence Lee, Elie Ofek and Thomas Steenburgh

We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details

Keywords: Customer Engagement; Adoption Routes; Word-of-Mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Internet and the Web; Analytics and Data Science

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May 2018
Case

The Multiple Myeloma Research Foundation's Answer Fund

By: Richard G. Hamermesh and Matthew G. Preble

March 2018
Teaching Note

Making Target the Target: Boycotts and Corporate Political Activity (A) and (B)

By: Nien-hê Hsieh and Victor Wu

Through the challenges facing Target, the case examines the ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying. In 2016, Target CEO Brian Cornell must determine how to... View Details

January 2018 (Revised January 2021)
Background Note

Customer Lifetime Social Value (CLSV)

By: Elie Ofek, Barak Libai and Eitan Muller

One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of... View Details

Keywords: Customer Lifetime Value; Customer Management; Social Contagion; Word Of Mouth; Customer Engagement; Customer Value and Value Chain; Measurement and Metrics; Customer Relationship Management

November 2017 (Revised September 2020)
Supplement

Miami's Tech Future (B): Building the Entrepreneurial Ecosystem

By: Rosabeth Moss Kanter

In 2017, Miami was rated #1 among U.S. cities for startups, but about 40th for “scale-ups” – growth companies. This case shows how leaders of incubators and accelerators supported startups and a culture of entrepreneurship, but also describes some factors limiting... View Details

Keywords: Scaling; Growth; Startup; Community Engagement; Community Impact; Community Relations; Business Startups; Entrepreneurship; Information Technology; Growth and Development Strategy; Business and Community Relations; Miami; Florida

September 2017
Teaching Note

Marketing Transformation at Mastercard

By: Sunil Gupta and Srinivas K. Reddy

Teaching Note for HBS No. 517-040. View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

June 2017 (Revised August 2018)
Supplement

Making Target the Target: Boycotts and Corporate Political Activity (B)

By: Nien-hê Hsieh and Victor Wu

Supplements the (A) Case. View Details

2017
Chapter

Marketing Models for the Customer-Centric Firm

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

A customer-centric firm takes the view that there are three key drivers of (organic) growth and overall profitability: Customer acquisition, customer retention, and customer development (i.e., increasing the value of each existing customer (per unit of time) while they... View Details

Keywords: Customer Value and Value Chain; Customer Focus and Relationships

2017
Mimeo

Science for Society: Science and Technology Based Social Entrepreneurship

By: Tarun Khanna, Shashank Shah and Kundan Madireddy

This publication is an outcome of the team's research, engagement and interactions with over 25 science and technology-based social enterprises in India. It provides details on the research process, insightful outcomes and innovative impact.
Throughout the... View Details

Keywords: Social Entrepreneurship; Science-Based Business; Information Technology; Business and Community Relations; India

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April 2017 (Revised March 2024)
Case

Making Target the Target: Boycotts and Corporate Political Activity

By: Nien-hê Hsieh and Victor Wu

Through the challenges facing Target, the case examines ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying to political activism. In 2016, Target CEO Brian Cornell must... View Details

March 2017 (Revised May 2019)
Case

Marketing Transformation at Mastercard

By: Sunil Gupta, Srinivas K. Reddy and David Lane

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

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

Keywords: Brand Management; Customer Relationship Management; CRM; Customer Behavior; Consumer Behavior; Retailing; Marketing; Marketing Strategy; Brands and Branding; Marketing Channels; E-commerce; Retail Industry; United States

May 16, 2016
Article

Food Safety Economics: The Cost of a Sick Customer

By: Dina Gerdeman and John A. Quelch

Chipotle Mexican Grill’s ongoing struggle to win customers back months after a contaminated food crisis highlights the challenges companies face with keeping food safe.

Chipotle has seen its shares tumble and recently reported its first-ever quarterly loss... View Details

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