Publications

Find at Harvard

16 Nov 2016
Research & Ideas

Turning One Thousand Customers into One Million

soliciting feedback from its most loyal and vocal customers” As impressive as that accomplishment was, 1,000 customers is hardly enough to ensure long-run success. For that, these companies had to scale up dramatically, from 1,000 to over... View Details

Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations

May 2022 (Revised June 2024)
Case

LOOP: Driving Change in Auto Insurance Pricing

By: Elie Ofek and Alicia Dadlani

John Henry and Carey Anne Nadeau, co-founders and co-CEOs of LOOP, an insurtech startup based in Austin, Texas, were on a mission to modernize the archaic $250 billion automobile insurance market. They sought to create equitably priced insurance by eliminating pricing... View Details

Keywords: AI and Machine Learning; Technological Innovation; Equality and Inequality; Prejudice and Bias; Growth and Development Strategy; Customer Relationship Management; Price; Insurance Industry; Financial Services Industry

May 2008 (Revised September 2009)
Case

Radiohead: Music at Your Own Price (A)

By: Anita Elberse and Jason Bergsman

In October 2007, the British band Radiohead caused a stir when it announced it would allow customers to decide how much to pay for its new album, released exclusively as a digital download and available only from the band's own website. The pricing plan represented a... View Details

Keywords: Music Entertainment; Price; Marketing Strategy; Distribution; Problems and Challenges; Online Technology; Music Industry

28 Jun 2004
Research & Ideas

How to Avoid a Price Increase

When product companies see the cost of materials rise, the result for consumers is often a price increase (gasoline) or, less often, a smaller amount of product at the same price (potato chips). Which option... View Details

Keywords: by Manda Salls

Research Summary

Performance Pricing and Business Strategy

This research focuses on companies that have sustained high willingness-to-pay over diverse market conditions, including economic slumps. It examines how firms identify, articulate, and communicate value to selected customer groups and the organizational implications,... View Details

June 2023
Article

National Customer Orientation: An Empirical Test across 112 Countries

By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé

Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer... View Details

Keywords: Global Range; Customer Focus and Relationships

2014
Working Paper

Bride Price and the Returns to Education

By: Nava Ashraf, Natalie Bau, Nathan Nunn and Alessandra Voena

Traditional cultural practices can play an important role in development, but can also inspire condemnation. The custom of bride price, prevalent throughout sub-Saharan Africa and in parts of Asia as a payment of the groom to the family of the bride, is one example. In... View Details

Keywords: Zambia; Indonesia

2025
Working Paper

Tracking the Short-Run Price Impact of U.S. Tariffs

By: Alberto Cavallo, Paola Llamas and Franco Vazquez

This paper examines the short-run impact of the 2025 U.S. tariffs on consumer prices using a unique integration of high-frequency retail pricing data, product-level country-of-origin information, and detailed tariff classifications. By linking daily prices from major... View Details

Keywords: Tariffs; Trade; Price; Inflation and Deflation

May 1994
Background Note

Segmenting Customers in Mature Industrial Markets: An Application

By: V. Kasturi Rangan

In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details

Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry

08 Aug 2005
Research & Ideas

A Balanced Scorecard Approach To Measure Customer Profitability

When the customer says "jump," they ask "how high?" They offer additional product features and services to their customers, but fail to receive prices that cover the costs for these... View Details

Keywords: by Robert S. Kaplan

2011
Working Paper

Price Competition under Multinomial Logit Demand Functions with Random Coefficients

In this paper, we postulate a general class of price competition models with Mixed Multinomial Logit demand functions under affine cost functions. We first characterize the equilibrium behavior of this class of models in the case where each product in the market is... View Details

Keywords: Customers; Income Characteristics; Price; Product Marketing; Mathematical Methods; Competition; Segmentation

March, 2023
Article

Linking Value and Price

By: Frank V. Cespedes

Keywords: Customer Value and Value Chain; Price; Salesforce Management

15 Dec 2014
Research & Ideas

Deconstructing the Price Tag

view pricing can be found in the article Brain Marketing: Is the Product Worth the Price?.) "One of the big takeaways from my perspective is that this opens up the door to companies considering engaging their View Details

Keywords: by Dina Gerdeman; Retail

2016
Book

Competing Against Luck: The Story of Innovation and Customer Choice

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

The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services that customers want to buy and are willing to purchase at a premium price.... View Details

Keywords: Disruptive Innovation; Consumer Behavior

Find at Harvard

06 Jul 2020
Research & Ideas

The Right Way to Manage Customer Churn for Maximum Profit

unhappy with customer service, or your prices went up, or a competitor offered a better deal. But if a company lets too many customers show themselves the door, then they’ll... View Details

Keywords: by Michael Blanding; Retail; Service; Financial Services

16 Jun 2008
Research & Ideas

Seven Tips for Managing Price Increases

SUV for a hybrid, an example of how price inflation on one product can cause demand shifts in a second, related, category. More customers than usual will be looking out for View Details

Keywords: by John Quelch

24 Feb 2014
Research & Ideas

Busting Six Myths About Customer Loyalty Programs

percent price advantage. For Asda, short-term profits don't seem to top its list of objectives. Loyalty Systems And Infrequently Purchased Goods Another myth is that loyalty programs do not work in categories that are purchased... View Details

Keywords: by Marcel Corstjens & Rajiv Lal; Retail; Consumer Products

January 2003 (Revised September 2007)
Background Note

A Note on Racing to Acquire Customers

By: Thomas R. Eisenmann

Examines factors that motivate a firm's race to acquire customers in newly emerging markets and explores conditions under which racing strategies are likely to yield attractive returns. Provides a definition of racing behavior, introduces the notion of an optimal level... View Details

Keywords: Customers; Price Bubble; Network Effects; Emerging Markets; Market Entry and Exit; Behavior; Competition