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  • February 1989
  • Background Note

Note on Attracting Stakeholders

By: Amar Bhide and Howard H. Stevenson
Acquiring resources--or to put it more broadly, attracting stakeholders--is a basic entrepreneurial task. While every enterprise needs employees, customers, suppliers, and financiers who are willing to risk their time and money, attracting these "stakeholders" to an... View Details
Keywords: Business Ventures; Customers; Entrepreneurship; Investment; Human Resources; Organizational Design; Business and Stakeholder Relations; Risk and Uncertainty
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  • December 1986 (Revised November 1989)
  • Case

Hewlett-Packard: Manufacturing Productivity Division (A)

By: Benson P. Shapiro and Lawrence B. Levine
In late summer 1986, the management of the Manufacturing Productivity Division (MPD) of Hewlett-Packard (HP) was in the process of making major market selection and product policy decisions. MPD is a small division which develops and markets manufacturing productivity... View Details
Keywords: Business Divisions; Marketing; Product Marketing; Market Entry and Exit; Production; Research and Development; Manufacturing Industry
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  • Research Summary

Customer Management in Business-to-Business Markets

By: Das Narayandas

Das Narayandas is engaged in ongoing research on vendor firms' management of long-term customer relationships. The initial phase of his research involved identifying vendors that stood to benefit from long-term relationships with select sets of customers and... View Details

  • Forthcoming
  • Article

Improving Customer Compatibility with Tradeoff Transparency

By: Ryan W. Buell and MoonSoo Choi
Through a large-scale field experiment with 393,036 customers considering opening a credit card account with a nationwide retail bank, we investigate how providing transparency into an offering’s tradeoffs affects subsequent rates of customer acquisition and long-run... View Details
Keywords: Transparency; Customer Selection; Customer Compatibility; Retention; Service Operations; Service Delivery; Marketing Strategy; Marketing Communications; Customer Focus and Relationships; Customer Satisfaction; Banking Industry; Australia
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  • Research Summary

Management Control Systems in Multiunit Companies

By: Tatiana Sandino

Professor Sandino conducts research on early-stage multiunit companies that introduce management control systems to help maintain operations, as well as company culture, as they grow, but also to enable adaptation to the different markets that they serve. Building... View Details

  • Research Summary

Overview

By: Eva Ascarza
Professor Ascarza’s research primarily focuses on providing researchers and marketers a better understanding of how to manage customer retention so as to reduce churn and increase firm’s profitability. She addresses these issues by building empirical models of customer... View Details
Keywords: Customer Retention; Churn; Field Experiments
  • Research Summary

Performance Pricing and Business Strategy

By: Frank V. Cespedes
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
  • Teaching Interest

Strategy Execution

By: Dennis Campbell

This course takes strategy as given and teaches what students need to know to execute and win in highly competitive markets. Using fundamental building blocks based on accountability systems and structures, this course is divided into seven modules:

1.... View Details

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