Publications

November 2006
Article

CRM Implementation: Effectiveness Issues and Insights

By: Timothy Bohling, Douglas Bowman, Steve LaValle, Vikas Mittal, Das Narayandas, Girish Ramani and Rajan Varadarajan

Keywords: Customer Relationship Management; Performance Effectiveness

2018
Book

Escaping the Build Trap: How Effective Product Management Creates Real Value

By: Melissa Perri

This book is a guide to getting out of the build trap with great product management. We look at what it means to become and be a product-led organization, which involves four key components: creating a product manager role with the right responsibilities and structure;... View Details

Keywords: Product And Process Development; Product Management; Customer Focus and Relationships; Value Creation

2005
Class Lecture

Creating Customer-Centric Cultures: Lessons from High-Performance Organizations

By: Rohit Deshpandé

Keywords: Customer Focus and Relationships; Organizational Culture

2015
Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details

Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry

January 1997 (Revised August 2007)
Case

Computron, Inc. (2006)

By: John A. Quelch

In July 1996, Mr. Thomas Zimmermann, European Manager of Computron, must select a price for a new computer for his largest customer. A rewritten version of an earlier case. View Details

Keywords: Customer Relationship Management; Price; Product; Europe

March 1999 (Revised January 2000)
Background Note

Interactive Technologies and Relationship Marketing Strategies

By: Youngme E. Moon

Outlines the role of interactive technologies in the development of relationship marketing strategies. View Details

Keywords: Marketing Strategy; Customer Relationship Management; Technology

April 2001
Teaching Note

first direct (A) TN

By: Jeffrey F. Rayport, Michelle Toth and William A. Sahlman

Teaching Note for (9-897-079). For book only - not listed on case. View Details

Keywords: Customer Focus and Relationships; Information Technology; Customer Satisfaction; Business Model; Banking Industry; United Kingdom

May 2007
Teaching Note

AMD: A Customer-Centric Approach to Innovation (TN)

By: Elie Ofek

Keywords: Innovation Strategy; Customer Focus and Relationships

summer 2001
Article

Branding Means Connecting

By: Nancy F. Koehn

Keywords: Brands and Branding; Customer Relationship Management

August 2000
Article

Building Store Loyalty Through Store Brands

By: Marcel Corstjens and R. Lal

Keywords: Brands and Branding; Customer Relationship Management

September 1994
Teaching Note

Bose Corporation: The JIT II Program (A), (B), (C), (D), and Videotape TN

By: Roy D. Shapiro and Bruce Isaacson

Teaching Note for (9-694-001), (9-694-002), (9-694-003), (9-694-004), and (9-695-504). View Details

Keywords: Distribution Channels; Customer Relationship Management

November 1994 (Revised October 2011)
Background Note

Innovation: A Customer-Driven Approach

By: Marco Iansiti, Thomas J. Kosnik and Ellen Stein

Provides a selection of methodologies for the investigation of user needs, concept development, and product design. View Details

Keywords: Customer Relationship Management; Product Design

19 May 2014
Research & Ideas

Why Companies Should Compete for Your Privacy

Competition drives the supply of services with a low level of disclosure, since some customers will choose to pay more for a service in exchange for keeping their personal information under wraps. Competition ensures that services that... View Details

Keywords: by Dina Gerdeman; Consumer Products

September 1992
Case

International Airlines

A frequent flyer for a large international airline encounters typical but recurring service problems. The marketing management of the company explores the use of information technology in understanding and dealing with the issues involved. Concepts of database... View Details

Keywords: Marketing Communications; Information Technology; Customer Focus and Relationships; Air Transportation Industry

2020
Book

The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value

By: Marco Bertini and Oded Koenigsberg

How some firms are rewriting the rules of commerce by pursuing “ends”—actual outcomes—rather than selling “means”—their products and services. View Details

Keywords: Commerce; Business Model; Design; Customer Relationship Management; Strategy

February 2010
Background Note

Millipore Background Note

By: Elie Ofek and Natalie Kindred

This note provides background on Millipore Corporation, a global provider of products and services used primarily in the discovery, development and production of therapeutic drugs. With a track record of quickly adapting to the evolving needs of its customers,... View Details

Keywords: Organizational Change and Adaptation; Customer Focus and Relationships; Biotechnology Industry; Pharmaceutical Industry

May 2013
Supplement

Transport Corporation of India (D): Business Development across Divisions

By: V.G. Narayanan and Saloni Chaturvedi

Transport Corporation of India was a logistics company that provided multi-modal transport solutions to its customers. Set up in 1958, TCI had grown from a 'one man, one truck, one office' set-up to a company with revenues of $400 million in half a century. TCI's... View Details

Keywords: Customer Relationship Management; Business Divisions; Sales; Transportation Industry; India