Customization and Personalization - Publications - Faculty & Research - Harvard Business School

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22 Jun 2021
Research & Ideas

The COVID-19 Mutiny: When Teams Leave and Take Their Clients

micromanage. Create an inclusive environment and express interest in team members’ success and personal well-being. Be productive and... View Details

Keywords: by Robin Abrahams, Boris Groysberg, and Steven L. Manchel

23 Nov 2019
News

Big Tech and Data Privacy

June 2005 (Revised November 2005)
Case

Hale and Dorr (A)

Highlights how word-of-mouth is crucial in the acquisition of new customers. Specifically, it shows the existence of both internal (to the firm) and external markets for customer leads. View Details

Keywords: Marketing Communications; Social and Collaborative Networks; Sales; Service Industry

20 Jul 2020
Op-Ed

It's Time for a Bipartisan Health Plan for Employers and Employees

propose a way to alter our health insurance benefits universe for insured employees and the self-insured by combining the best of Republican and Democratic ideas about health insurance. More choice,... View Details

Keywords: by Regina E. Herzlinger and Richard J. Boxer; Health; Insurance

March 2008
Background Note

Marketing Input and Innovation Strategy

This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from... View Details

Keywords: Customer Focus and Relationships; Innovation Strategy; Knowledge Use and Leverage; Marketing; Research; Competition

2008
Book

Hedgehogs and Foxes: Character, Leadership, and Command in Organizations

By: Abraham Zaleznik

In this compelling look at charismatic leaders and their leadership styles, Abraham Zaleznik asserts that leaders are either "hedgehogs," who view leadership as a single-minded track driven by unwavering rules, or "foxes," who assess and re-evaluate their... View Details

Keywords: Attitudes; Leadership Style; Government and Politics; Power and Influence; Innovation and Invention

October 2000 (Revised January 2002)
Case

Individual and the Corporation, The: Kathy Levinson and E*TRADE (A)

By: Joseph L. Badaracco Jr. and Susan Harmeling

Kathy Levinson, the president and COO of ETRADE and a lesbian mother of two children, must decide whether and how to participate in the "No on Knight" campaign. The campaign opposes California ballot proposition 22, which requires California to recognize only marriages... View Details

Keywords: Conflict of Interests; Leadership; Managerial Roles; Values and Beliefs; Decision Choices and Conditions; Gender; Diversity; Financial Services Industry

10 Aug 2021
News

Anne Morriss and Frances Frei on The Power of Trust and Maximizing Potential

June 2023
Supplement

Clash of Two Giants Simulation Exercise

By: Feng Zhu and Marco Iansiti

Many markets are organized around platforms that connect consumers with complementary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. A... View Details

Keywords: Customer Acquisition; Platform Strategy; Technology Platform; Digital Platforms; Competitive Strategy; Network Effects

March 2010
Article

Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda

By: Gary L. Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan and Qiong Wang

A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. We conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. We discuss key problems, new developments and research... View Details

Keywords: Value Creation; Problems and Challenges; Research; Customer Relationship Management

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2015
Working Paper

Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections

By: Doug J. Chung and Lingling Zhang

We examine the effects of various political campaign activities on voter preferences in the domain of US Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter preferences at the... View Details

Keywords: Multi-channel Marketing; Personal Selling; Advertising; Political Campaigns; Dynamic Panel Data; Instrumental Variables; Marketing Communications; Political Elections; Advertising Campaigns; United States

July 2014
Teaching Note

Rebecca S. Halstead: Steadfast Leadership

By: Boris Groysberg and Deborah Bell

The case reviews Rebecca Halstead's career history, detailing how, through her personal attributes, skills, experiences, challenges, and organizational practices she developed into a successful leader and commander in the U.S. Army. The teaching note discusses... View Details

Keywords: Strategy And Leadership; Leadership And Managing People; Working Conditions; Groups and Teams; Competitive Strategy; Personal Development and Career; Organizational Culture; Personal Characteristics; Leadership Style; Gender; Power and Influence

March 1996 (Revised January 1997)
Case

Scott Cook and Intuit

By: James L. Heskett

Scott Cook has just learned that Microsoft has withdrawn its $2 billion offer for his company Intuit. Because of his company's prospects, he is elated. But he now must decide the direction in which to take his company while continuing to focus on the formula of... View Details

Keywords: Customer Relationship Management; Entrepreneurship; Business or Company Management; Marketing Strategy; Product Development

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2012
Chapter

The Relational Roles of Brands

In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how... View Details

Keywords: Brands; Brand Management; Brand Equity; Brand Building; Customer Relationship Management; CRM; Customers; Customer Focus and Relationships; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry

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

2011
Chapter

On Knowing and Doing: A Perspective on the Synergies between Research and Practice

By: Michael Tushman

The current rigor/relevance debate is a central strategic issue for business schools and their faculty. I argue that ongoing relationships with firms, rooted on the joint acknowledgement of the importance of faculty research by firms and respect for practice by... View Details

Keywords: Business Ventures; Business Education; Executive Education; Practice; Relationships; Research

January 2013 (Revised October 2014)
Case

Barclays and the LIBOR Scandal

By: Clayton S. Rose and Aldo Sesia

In June of 2012, Barclays plc admitted that it had manipulated LIBOR—a benchmark interest rate that was fundamental to the operation of international financial markets and that was the basis for trillions of dollars of financial transactions. Between 2005 and 2009... View Details

Keywords: Financial Systems; Financial Services; Corruption; Regulation; General Management; Management; Leadership; Economic Systems; Crime and Corruption; Ethics; Culture; Banking Industry; Financial Services Industry; United Kingdom

October 2018 (Revised October 2019)
Case

Arlan Hamilton and Backstage Capital

By: Laura Huang and Sarah Mehta

Frustrated by an inability to convince existing venture capital firms to invest in companies led by women, people of color, and LGBT founders, Arlan Hamilton started her own firm, Backstage Capital, in 2015. Hamilton understood the untapped potential of companies run... View Details

Keywords: Black Leadership; LGBTQ; Women; People Of Color; Entrepreneurship; Mission and Purpose; Venture Capital; Corporate Social Responsibility and Impact; Identity; Personal Characteristics; Prejudice and Bias; Social Issues; Diversity; Gender; Race

June 2020
Teaching Note

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery and David Fubini

Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America

March 2004 (Revised March 2007)
Case

Paper and More

Provides a context and exercise for introducing retail inventory management, including cost optimization, service-level criteria, and forecasting in single and multiproduct settings. The owner of a single-location paper and paper products store considers the... View Details

Keywords: Management; Expansion; Logistics; Forecasting and Prediction; Pulp and Paper Industry; Pulp and Paper Industry

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