Publications

June 2016
Teaching Note

Filene's Basement: Inside a Fired Customer's Relationship

By: Jill Avery and Susan Fournier

How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case... View Details

Keywords: CRM; Customer Profitability Analysis; Customer Lifetime Value; Consumer Behavior; Marketing; Marketing Strategy; Customer Focus and Relationships; Brands and Branding; Customer Relationship Management; Retail Industry; United States

May 1999
Background Note

Note on Behavioral Pricing

By: John T. Gourville

The note introduces the behavioral or psychological aspects of consumer price acceptance. Begins by reviewing the traditional economic approach to product pricing and consumer price acceptance--namely, that consumers should be willing to purchase anytime a product's... View Details

Keywords: Customer Satisfaction; Decisions; Fairness; Price; Marketing Strategy; Behavior; Perspective; Public Opinion

April 2019
Case

Barber Cardiosystems

By: Ranjay Gulati and Paul S. Myers

Barber Cardiosystems, based in Melbourne, Australia, designs and manufactures therapeutic devices used for treatment of coronary conditions. Over four decades, it has grown to be among the top 200 medical device companies in the world. It competes against much larger... View Details

Keywords: Organizational Behavior; Strategic Alignment; Cost Management; Performance Productivity; Organizational Culture; Motivation and Incentives; Organizational Design; Strategy; Leadership; Medical Devices and Supplies Industry; Australia

June 2020
Background Note

Customer Management Dynamics and Cohort Analysis

By: Elie Ofek, Barak Libai and Eitan Muller

The digital revolution has allowed companies to amass considerable amounts of data on their customers. Using this information to generate actionable insights is fast becoming a critical skill that firms must master if they wish to effectively compete and win in today’s... View Details

Keywords: Cohort Analysis; Customers; Analytics and Data Science; Segmentation; Analysis; Customer Value and Value Chain

27 Jul 2011
Research & Ideas

Customer Loyalty Programs That Work

encourage the continued patronage of customers. They allow retailers to gather data on customer behavior in order to decipher trends, appropriately reward loyalty, and influence shopping behavior. Loyalty... View Details

Keywords: by Maggie Starvish; Retail

04 Mar 2002
Research & Ideas

Don’t Lose Money With Customers

explored in this area of study. Still, their work so far makes clear the many opportunities that await companies willing to devote resources to this increasingly important aspect of marketing—and the pitfalls awaiting those that do not. "Proactively managing View Details

Keywords: by Peter K. Jacobs

16 Feb 2010
Research & Ideas

The Outside-In Approach to Customer Service

Reorganize for Resilience: Putting Customers at the Center of Your Business (Harvard Business Press). Gulati, whose research explores leadership and strategic challenges for building high growth... View Details

Keywords: by Sarah Jane Gilbert; Consumer Products

Article

Are Self-service Customers Satisfied or Stuck?

By: Ryan W. Buell, Dennis Campbell and Frances X. Frei

This paper investigates the impact of self-service technology (SST) usage on customer satisfaction and retention. Specifically, we disentangle the distinct effects of satisfaction and switching costs as drivers of retention among self-service customers. Our empirical... View Details

Keywords: Service Delivery; Information Technology; Customer Satisfaction; Competition; Cost; Banks and Banking; Behavior; Market Transactions; Management Analysis, Tools, and Techniques

Teaching Interest

Leadership and Organizational Behavior (LEAD)

This first-year MBA course focuses on how managers become effective leaders by addressing the human side of enterprise. The first modules examine teams, individuals, and networks; the intermediate modules look at successful leaders "in action"; and the final... View Details

06 Aug 2012
Research & Ideas

Strategic Intelligence: Adapt or Die

corporate strategy, Wells has learned that the seeds of failure are often planted years before they sprout, and only by overcoming complacency and constantly adapting to the changing competitive environment can companies prosper in the long term. In a new book, View Details

Keywords: by Michael Blanding

September 2020
Article

Customer Supercharging in Experience-Centric Channels

By: David R. Bell, Santiago Gallino and Antonio Moreno

We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and... View Details

Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry

06 Jun 2016
Research & Ideas

Skills and Behaviors that Make Entrepreneurs Successful

the successful management of all financial aspects of a business venture. Sales. Measures skills and behaviors needed to build an effective sales organization and sales channel that can successfully acquire, retain, and serve customers,... View Details

Keywords: by HBS Working Knowledge

May–June 2023
Article

Unmasking Behaviors During the Pandemic with Video Analytics

By: Shunyuan Zhang, Kaiquan Xu and Kannan Srinivasan

In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down viral transmission. People complied to varying extents, and their reactions may have been driven by a variety of psychological factors.... View Details

Keywords: COVID-19 Pandemic; Social Influence; Social Norms; Health Pandemics; Behavior

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (E)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.,... View Details

Keywords: Consumer Behavior

January 2002 (Revised November 2010)
Case

Strategic Planning at NFTE

By: Allen S. Grossman and Daniel F. Curran

The National Foundation for Teaching Entrepreneurship (NFTE), is a successful nonprofit poised on the verge of explosive growth. The senior management contracted with McKinsey consultants to help guide the process. The founders of NFTE brought it from a small program... View Details

Keywords: Entrepreneurship; Growth and Development Strategy; Growth Management; Organizational Change and Adaptation; Organizational Structure; Partners and Partnerships; Nonprofit Organizations

2024
Working Paper

Loan Officers Impede Graduation From Microcredit: Evidence from a Large Microfinance Institution

By: Natalia Rigol and Benjamin N. Roth

Graduating microcredit borrowers to larger loans can increase livelihoods. We demonstrate that loan officers impede borrower graduation due to common features of their compensation. Through an experiment with one of Chile’s largest microfinance institutions (MFIs), we... View Details

Keywords: Loan Officers; Strategic Behavior; Strategic Disclosure; Microfinance; Financial Institutions; Financing and Loans

Read Now

Summer 2025
Article

Dynamic Competition for Customer Memberships

By: Cristian Chica, Julian Jimenez-Cardenas and Jorge Tamayo

A competitive two-period membership (subscription) market is analyzed. Two symmetric firms charge a “membership” fee that allows consumers to buy products or services at a given unit price for both periods. Firms can choose between long- or short-term memberships. When... View Details

Keywords: Competitive Price Discrimination; Membership; Dynamic Competition; Competition; Price; Consumer Behavior; Business Model

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