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Show Results For
- All HBS Web
(1,583)
- News (276)
- Research (1,039)
- Events (9)
- Multimedia (2)
- Faculty Publications (410)
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- April 2022
- Article
National Customer Orientation: A Framework, Propositions and Agenda for Future Research
By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé
Purpose: This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars investigating cross-national research.
Design/methodology/approach: A conceptual... View Details
Design/methodology/approach: A conceptual... View Details
Keywords: International Marketing; Macro-marketing; Marketing; Financial Crisis; Customer Focus and Relationships; Economic Growth; Economic Slowdown and Stagnation
Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: A Framework, Propositions and Agenda for Future Research." European Journal of Marketing 56, no. 4 (April 2022): 1014–1041.
- 16 Nov 2010
- Lessons from the Classroom
Data.gov: Matching Government Data with Rapid Innovation
Obama-to move government data to the Web-lead to public benefits much faster? Data.gov, the subject of a new HBS case study, taught for the first time this summer, highlights the potential of raw data to... View Details
- 21 Jan 2011
- Working Paper Summaries
Learning from Customers in Outsourcing: Individual and Organizational Effects
- March 2022
- Case
GrowSari (A): Design for the Last Mile Customer
By: Brian Trelstad, Cam Carag and Michi Ferreol
Reymund (ER) Rollan and Shivapratim (Shiv) Choudhury, founders of the digital technology platform GrowSari, were at a crossroads. The feedback from their initial product roll-out were not what they had expected, and they needed to decide how to proceed. The pair,... View Details
Keywords: Fast Moving Consumer Goods; Product Launch; Information Technology; Analytics and Data Science; Digital Platforms; Retail Industry; Consumer Products Industry; Technology Industry; Philippines
Trelstad, Brian, Cam Carag, and Michi Ferreol. "GrowSari (A): Design for the Last Mile Customer." Harvard Business School Case 322-036, March 2022.
- Forthcoming
- Article
Engaging Customers with AI in Online Chats: Evidence from a Randomized Field Experiment
By: Shunyuan Zhang and Das Narayandas
We examine how artificial intelligence (AI) affected the productivity of customer service agents and customer sentiment in online interactions. Collaborating with a meal delivery company, we conducted a randomized field experiment that exploited exogenous variation in... View Details
- Article
Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business
By: Marco Iansiti and Karim R. Lakhani
When Google bought Nest, a maker of digital thermostats, for $3.2 billion just a few months ago, it was a clear indication that digital transformation and connection are spreading across even the most traditional industrial segments and creating a staggering array of... View Details
Keywords: Digital Innovation; Digitization; Industrial Internet; Technological Innovation; Production; Competitive Strategy; Engineering; Aerospace Industry
Iansiti, Marco, and Karim R. Lakhani. "Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business." Harvard Business Review 92, no. 11 (November 2014): 90–99.
- 27 Sep 2010
- Research & Ideas
Customer Experts Lose Influence When Teams are Pressured
for relevant customization and adaptation to specific client needs. This is a significant aspect of maintaining ongoing client relationships. I observed that teams under heightened pressure tend to shut out dissenting points of view and... View Details
Keywords: by Sarah Jane Gilbert
- 21 Jul 2003
- Research & Ideas
Don’t Get Buried in Customer Data—Use It
on," says Harvard Business School marketing professor Gerald Zaltman. A more strategic approach to data mining can provide the foundation for that decision-making architecture. Below, advice on how to use information about the... View Details
Keywords: by Jean Ayers
- September 2020 (Revised June 2023)
- Exercise
Artea: Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analytics; Data Analysis; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Algorithmic Bias; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
Ascarza, Eva, and Ayelet Israeli. "Artea: Designing Targeting Strategies." Harvard Business School Exercise 521-021, September 2020. (Revised June 2023.)
- 01 Apr 2024
- In Practice
Navigating the Mood of Customers Weary of Price Hikes
the Digital, Data, and Design Institute. Chiara Farronato: Dig into data to find regional and product differences When I think of prices, I think of data, lots of data. We often look at aggregate price data, which recently have been... View Details
- 21 Aug 2017
- Lessons from the Classroom
Companies Love Big Data But Lack the Strategy To Use It Effectively
brands goes to digital media. What happens when products with sensors generate such volumes of customer experience data that advertising may be a less significant factor?” Jeff Polzer, of the Organizational... View Details
Keywords: by Dina Gerdeman
- 24 Oct 2023
- Research & Ideas
When Tech Platforms Identify Black-Owned Businesses, White Customers Buy
backfiring,” Luca notes. Customers seek out Black-owned restaurants For the study, Yelp and Wayfair provided data on their platforms and programs. On Yelp, this included information about platform page... View Details
- April 2023
- Technical Note
An Art & A Science: How to Apply Design Thinking to Data Science Challenges
By: Michael Parzen, Eddie Lin, Douglas Ng and Jessie Li
We hear it all the time as managers: “what is the data that backs up your decisions?” Even local mom-and-pop shops now have access to complex point-of-sale systems that can closely track sales and customer data. Social media influencers have turned into seven-figure... View Details
Parzen, Michael, Eddie Lin, Douglas Ng, and Jessie Li. "An Art & A Science: How to Apply Design Thinking to Data Science Challenges." Harvard Business School Technical Note 623-070, April 2023.
- May–June 2023
- Article
Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail
By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
The impact of delays has been widely studied in various offline services. The focus of this study is online services, and we explore the impact of in-process delays—measured by website speed—on customer behavior. We leverage novel retail and website speed data to... View Details
Keywords: Online Retail; Quasi-experiments; Abandonment; Synthetic Control; E-commerce; Internet and the Web; Consumer Behavior; Policy; Retail Industry
Gallino, Santiago, Nil Karacaoglu, and Antonio Moreno. "Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail." Operations Research 71, no. 3 (May–June 2023): 876–894.
- 19 Oct 2010
- Working Paper Summaries
The Impact of Supply Learning on Customer Demand: Model and Estimation Methodology
- June 2023
- Simulation
Artea Dashboard and Targeting Policy Evaluation
By: Ayelet Israeli and Eva Ascarza
Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
- 22 Feb 2021
- Book
Reaching Today's Omnichannel Customer Takes a New Sales Strategy
components: actionable customer selection criteria (because resources spent on accounts A and B are not available for accounts C, D, and so on); clarity about the buying process for target customers as it... View Details
Keywords: by Kristen Senz
- 1991
- Article
Job Satisfaction, Service Capability and Customer Satisfaction: An Examination of Linkages and Management Implications
By: Leonard A. Schlesinger and Jeffrey Zornitsky
Survey data from 1,277 employees and 4,269 customers of a personal lines insurance organization were analyzed with the following results: (a) employee perceptions of service quality are positively related to both job satisfaction and self-perceived service capability;... View Details
Schlesinger, Leonard A., and Jeffrey Zornitsky. "Job Satisfaction, Service Capability and Customer Satisfaction: An Examination of Linkages and Management Implications." Human Resource Planning 14, no. 2 (1991): 141–149.
- 05 Jun 2019
- Research & Ideas
If Your Customers Don't Care What You Charge, What Should You Charge?
An estimated 60 percent of retail gasoline customers return to the same gas station to refuel, without comparison shopping, according to a recent study. Driven by factors such as habit, brand loyalty, switching costs, and search (which... View Details
- 02 Apr 2015
- Research & Ideas
Digital Initiative Summit: Freeing Patient Data to Enable Innovation
Patients are not actually the customers in the United States health care system, a fact largely to blame for the dearth of communication and data sharing between providers, according to experts at a recent... View Details