Customer Base - Publications - Faculty & Research

01 Oct 2000
News

Laura Scher of Working Assets

debate each month, about which customers may voice their concern to key decision-makers through free calls and easy-to-send letters. "Thanks to the HBS course Managing in a Competitive Environment, I knew the importance of segmenting the... View Details

Keywords: Marguerite Rigoglioso

08 Mar 2016
First Look

March 8, 2016

search listings by about the same quantity. This effect appears to result from interactions between the design of search results and users' decisions about where and how to focus their attention: users who decide what to click based on... View Details

Keywords: Sean Silverthorne

23 May 2019
News

Marla Beck, MBA/MPA 1998

customer base and needed the administrative and technical power of an established firm. In brokering the deal with Macy’s, the Becks were determined to remain part of the company. Marla serves as CEO and... View Details

Keywords: Susan Young

01 Mar 2017
News

Lego Stays on Script

marketing, Michael Moynihan (MBA 1993), has been with the company since 1996, long enough to remember its missteps in attempting to broaden Lego’s customer base by expanding into product categories such as... View Details

Keywords: Julia Hanna

02 Mar 2020
What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

how many customers are sold but by how many are served ” Doing so, he continued, requires business leaders to commit to operating within a set of principles that include honest, transparency, humility, and love. Peter Schein, who... View Details

Keywords: by James Heskett

30 Aug 2004
Research & Ideas

Mapping Your Board’s Effectiveness

corporate strategy—create value by becoming known for better governance and greater transparency to external providers? Can they lower their cost of capital and perhaps get a valuation premium based on the reputation and performance of... View Details

Keywords: by Robert S. Kaplan

05 Aug 2002
What Do You Think?

Is Platform Leadership Old Hat or the Wave of the Future?

Summing Up Platform leadership, the process by which base technologies are developed and on which innovations created by many entrepreneurs can be based, may be characteristic of the knowledge economy. But it isn't new, at least to... View Details

Keywords: by James Heskett

01 Dec 2015
News

Case Study: Bionic Banking

market-beating methodologies are hard to create, and any “proprietary” advantage will be even harder to maintain. Alpha Architect’s success will be based on its secret sauce and not on the serving spoon—even if it is a robo-serving spoon.... View Details

30 Oct 2018
News

Paths of Victory

based in Montreal, allows businesses to design and order industrial equipment online through a free, web-based CAD program loaded with hundreds of designs for industrial parts that are then created via 3D printing and shipped to the View Details

Keywords: Alumni New Venture Contest; Support Activities for Transportation; Transportation; Machinery Manufacturing; Manufacturing; Administration of Human Resource Programs; Government

08 Jul 2021
Blog Post

Managing Sustainable Advantage with Key ESG Co-Founders, Anne-Marie Schoonbeek and Heleen van Poecke

management. “We have decided to start building a product for which there is an urgent need amongst our target customer base as well as a willingness to pay,” said van Poecke. “Needless to say, our... View Details

Keywords: Entrepreneurship; Technology

Web

Digital Marketing & AI Workshop - Course Catalog

on AI-driven marketing efficiency, students will explore how emerging tools can accelerate customer acquisition and retention while optimizing costs. Ideal for students pursuing careers in consumer marketing, startups, or digital... View Details

Web

Online Digital Marketing Strategy Course | HBS Online

Digital Marketing Strategy $1,850 Next 7-week session starts August 6th Enroll Now Craft data-driven digital marketing strategies that effectively reach, convert, and retain customers in a dynamic online environment. 7 weeks 6-7 hours per... View Details

27 Jul 2023
Blog Post

Buy Big, Sell Small

of 500 wholesalers, and a customer base of 33,000 kirana-store owners across three Indian states. Earlier this year, the company announced $16 million in Series A funding from investors, which it will use to... View Details

01 Mar 2014
News

Faculty and Alumni Books for March 2014

a short, traditional text with a living website and cover such fundamental topics as accounting and tax, mortgages, capital markets, REITs and more. It also addresses the 2008 financial crisis and its impact on the real-estate profession. View Details

21 May 2007
Research & Ideas

Fixing the Marketing-CEO Disconnect

susceptibility to competition. How to repair the rift? Two HBS faculty developed a CD-based program called Measuring Marketing Performance targeted at senior executives—namely CEOs, COOs, and CMOs. The tutorial helps execs understand how the View Details

Keywords: by Sean Silverthorne

12 Jun 2023
Blog Post

Creating Emerging Markets Sustainability Series - Leapfrogging Traditional Agricultural Development in Africa

technologies and business models for consumption and production.” Based in Morocco, the OCP Group – one of the world’s leading producers of phosphate-based fertilizers – has been at the forefront of innovations to sustainably grow... View Details

06 Feb 2006
What Do You Think?

Should CEOs of Public Companies Offer Earnings Guidance?

Summing Up Based on some of the most thoughtful comments to any of these columns, one might conclude that acceptable earnings guidance by CEOs should take on new forms. Let's first consider the pros and cons, then some research, then some... View Details

Keywords: by James Heskett; Financial Services

04 May 2020
Research & Ideas

Predictions, Prophets, and Restarting Your Business

and make decisions based on assumptions about the future. The problem: Most of these prophecies about what is to come are basically straight-line extrapolations of a few weeks of data or sermons about what that prophet believes should... View Details

Keywords: by Frank V. Cespedes

27 Nov 2013
News

No Bologna, Please

public in 1991. In 1993, the pair acquired St. Louis Bread Company, a 19-store chain of eat-in cafés based in St. Louis, Missouri, serving freshly baked artisanal bread, sandwiches, soups, and salads. By this point, Au Bon Pain had 250... View Details

Keywords: Hanna, Julia; Food Services and Drinking Places; Hospitality

19 Jan 2011
First Look

First Look: Jan. 18

behavior. We propose that envy and empathy lead employees to discriminate in illicitly helping customers based on customer wealth. We test for this hypothesis in the vehicle... View Details