Customer Focused Organization - Publications - Faculty & Research - Harvard Business School

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12 Oct 2022
Video

Mike Luca: The Role Experiments Play in Addressing Discrimination

October 2016 (Revised February 2019)
Case

PTC: A Transformation to IoT

By: Rajiv Lal and Sarah McAra

In the 2010s, PTC, a leading provider of software for discrete manufacturers, faced maturing markets and changing customer needs as smart, connected products took hold—the rise of the Internet of Things (IoT). PTC saw a first mover advantage in entering the IoT space... View Details

Keywords: Internet Of Things; IoT; Smart; Connected Products; Business Organization; Transformation; Customer Relationship Management; Innovation Strategy; Technological Innovation; Leading Change; Marketing; Product Development; Service Operations; Strategy; Competition; Technology Industry

April 2019
Supplement

C3: Driven to Succeed

By: Robert L. Simons

This video series, which is intended to be used with C3: Driven to Succeed (119-004), shows founder and CEO Tom Siebel addressing a class of MBA students. In eight short video clips, he discusses how he selects customers and employees, creates a high-energy culture,... View Details

Keywords: Management Style; Customers; Employees; Selection and Staffing; Organizational Culture; Performance; Success

June 2022 (Revised March 2024)
Case

Netflix's Culture: Binge or Cringe?

By: Hubert Joly, Leonard A. Schlesinger, James Barnett and Stacy Straaberg

In May 2022, streaming entertainment company Netflix lost customers for the first time in more than 10 years. Once a first mover in the streaming landscape, Netflix was facing competition from Amazon Prime Video, Disney+, HBO Max, and others. A key component of... View Details

February 2005 (Revised May 2005)
Case

Intelliseek

Intelliseek harvests, filters, and mines the content of messages posted by consumers online and on discussion boards and blogs. For any specified consumer product brand, Intelliseek measures the volume of work-of-mouth and its valence (proportion of positive and... View Details

Keywords: Internet and the Web; Information Technology; Consumer Behavior; Knowledge Management; Marketing Reference Programs; Web Services Industry

Research Summary

Bringing Individuals Back In: The Effects of Career Experience on New Firm Founding (forthcoming Industrial and Corporate Change, 2003)

By: Rakesh Khurana

In this paper (with Scott Shane) the link between the career experiences of potential entrepreneurs and the decision to found a new firm is explored. Because of methodological and theoretical obstacles, sociological research on organizational foundings has largely... View Details

Article

A Theories-in-Use Approach to Building Marketing Theory

By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga

This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research... View Details

Keywords: Building Theory; Grounded Theory; Theories-in-use; Theory Construction; Theory Development; Marketing; Knowledge; Theory

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June 1994 (Revised October 1999)
Background Note

Beer Game, The: Board Version

By: Janice H. Hammond

The beer game is an exercise that demonstrates supply channel dynamics. Simulates the flow of material and information in a simplified channel of beer production and distribution, focusing on the linkages among a beer manufacturer, its distributors, a wholesaler, and a... View Details

Keywords: Cost Management; Information; Distribution Channels; Production; Supply Chain Management; Problems and Challenges

March 2023
Background Note

A Primer on OKRs

By: Suraj Srinivasan and Li-Kuan (Jason) Ni

The OKR framework is a popular goal-setting and strategy execution tool that uses goal setting through “Objectives” and measuring performance using “Key Results” on a periodic basis to measure and drive performance. The OKR framework has been adopted and practiced at... View Details

Keywords: Business Organization; Talent and Talent Management; Framework; Corporate Governance; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Analysis, Tools, and Techniques; Management Practices and Processes; Management Skills; Management Systems; Measurement and Metrics; Outcome or Result; Performance Effectiveness; Performance Evaluation; Performance Expectations; Performance Productivity; Performance Efficiency

Article

Uncovering Mechanisms of Theory Development in an Academic Field: Lessons from Leadership Research

By: Mary Ann Glynn and Ryan Raffaelli

A long-standing debate in organization studies has centered on the tension between paradigmatic consensus and theoretical pluralism in an academic field, but little attention has been paid to the underlying processes of field development that account for this. Using a... View Details

Keywords: Leadership; Theory

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Article

Capital Market-Driven Corporate Finance

By: Malcolm Baker

Much of empirical corporate finance focuses on sources of the demand for various forms of capital, not the supply. Recently, this has changed. Supply effects of equity and credit markets can arise from a combination of three ingredients: investor tastes, limited... View Details

Keywords: Behavioral Finance; Limits To Arbitrage; Market Efficiency; Securities Issuance; Supply Effects; Corporate Finance; Investment; Price; Capital Markets; Equity; Financial Services Industry

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August 1997
Case

Orbital Sciences Corporation: ORBCOMM

By: Das Narayandas and John A. Quelch

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details

Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry

March 29, 2021
Editorial

Research: A Little Recognition Can Provide a Big Morale Boost

By: Shibeal O'Flaherty, Michael Sanders and A.V. Whillans

As organizations large and small face the twin challenges of increasingly strained budgets and burned out workforces, what can managers do to keep employees engaged—without breaking the bank? In this piece, the authors share new research on the power of symbolic awards... View Details

Keywords: Motivation; Psychology; Work; Employees; Motivation and Incentives; Social Psychology

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December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

12 Feb 2021
News

The Commercial Space Age Is Here

January 2010 (Revised April 2011)
Case

Google Inc.

By: Benjamin Edelman and Thomas R. Eisenmann

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. One... View Details

Keywords: Digital Marketing; Business Model; Growth and Development Strategy; Network Effects; Mission and Purpose; Expansion; Internet and the Web; Information Technology Industry

Benjamin C. Esty

Benjamin Esty is the Roy and Elizabeth Simmons Professor of Business Administration at Harvard Business School. Over the years, he has taught a variety of courses ranging from advanced corporate finance and project finance to competitive strategy and leadership. He... View Details

Keywords: banking; asset management; investment banking industry; consumer products; shipping; wine; financial services

19 Jul 2004
Research & Ideas

Why Innovations Sit on the Shelf

Why are so many businesses—though seemingly intent on fostering innovation—unable to get new products through their organizations and into the marketplace? Ed Ludwig faced such circumstances as the new president of New Jersey-based Becton... View Details

Keywords: by Michael Beer, Russell Eisenstat & Derek Schrader

April 2013 (Revised October 2013)
Case

National Instruments

By: Lynda M. Applegate, Keri Pearlson and Natalie Kindred

This case explores the use of social media to support product design, customer support, marketing and HR activities at National Instruments (NI). Based in Austin, Texas, with over $1 billion in 2011 sales, NI designs, produces, and sells software and hardware platforms... View Details

Keywords: Organizational Structure; Applications and Software; Organizational Culture; Technological Innovation; Digital Platforms; Innovation and Management; Media; Management Systems; Social and Collaborative Networks; Information Technology Industry; Service Industry; Texas

April 2005 (Revised November 2008)
Case

Banco Real: Banking on Sustainability

By: Rosabeth M. Kanter and Ricardo Reisen de Pinho

ABN AMRO REAL made corporate social responsibility central to its brand, adding to customer focus and reflecting its values. Leaders developed the Bank of Value theme and implemented it through activities such as microfinance in poor communities, environmentally... View Details

Keywords: Brands and Branding; Corporate Social Responsibility and Impact; Competitive Strategy; Competitive Advantage

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