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Show Results For
- All HBS Web
(12,702)
- People (50)
- News (3,143)
- Research (7,046)
- Events (30)
- Multimedia (176)
- Faculty Publications (4,894)
- June 2019
- Case
Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers
By: Thales S. Teixeira
By 2019, two-sided online platforms (or marketplaces) were among the highest-growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products, or services with customers demanding them. Among the most notable... View Details
Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-Sided Markets; Digital Marketing; Customer Acquisition; Two-Sided Platforms; Growth Management; Marketing Strategy; Customers; Acquisition; Organizational Change and Adaptation
Teixeira, Thales S. "Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers." Harvard Business School Case 519-087, June 2019.
- April 2009 (Revised July 2009)
- Module Note
Delivering Personally on Responsibility
How can individuals equip themselves to exercise leadership in the face of moral adversity? This six-session module aims to prepare students to meet moral responsibility when it is simultaneously most essential and most difficult. Moral adversity refers to situations... View Details
Margolis, Joshua D. "Delivering Personally on Responsibility." Harvard Business School Module Note 409-093, April 2009. (Revised July 2009.)
- December 2014 (Revised February 2023)
- Module Note
Legal Analysis: Customers
By: Lena G. Goldberg
This Note introduces the Module on Responsibilities to Customers taught in Leadership and Corporate Accountability, a required course in the Harvard Business School MBA program. The Note outlines the asymmetries inherent in the company-customer relationship and... View Details
Keywords: Customers; Corporate Accountability; Ethics; Legal Liability; Customer Relationship Management
Goldberg, Lena G. "Legal Analysis: Customers." Harvard Business School Module Note 315-062, December 2014. (Revised February 2023.)
- March 2009
- Article
Customer Experience Creation: Determinants, Dynamics and Management Strategies
By: Leonard A. Schlesinger, Peter C. Verhoef, Katherine N. Lemon, A. Parasuraman, Anne Roggeveen and Michael Tsiros
Retailers, such as Starbucks and Victoria's Secret, aim to provide customers a great experience across channels. In this paper we provide an overview of the existing literature on customer experience and expand on it to examine the creation of a customer experience... View Details
Keywords: Customer Focus and Relationships; Business Strategy; Growth and Development Strategy; Retail Industry
Schlesinger, Leonard A., Peter C. Verhoef, Katherine N. Lemon, A. Parasuraman, Anne Roggeveen, and Michael Tsiros. "Customer Experience Creation: Determinants, Dynamics and Management Strategies." Journal of Retailing 85, no. 1 (March 2009).
- July 2003 (Revised October 2018)
- Case
Starbucks: Delivering Customer Service
By: Youngme Moon and John Quelch
Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details
Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry
Moon, Youngme, and John Quelch. "Starbucks: Delivering Customer Service." Harvard Business School Case 504-016, July 2003. (Revised October 2018.)
- December 2005 (Revised March 2006)
- Module Note
Rethinking Customer Satisfaction
By: Youngme E. Moon
Outlines the structure and content of a six-session module that explores the negative dynamics that can result when firm profitability becomes disconnected from customer satisfaction. View Details
Keywords: Customer Satisfaction
Moon, Youngme E. "Rethinking Customer Satisfaction." Harvard Business School Module Note 506-046, December 2005. (Revised March 2006.)
- January 2025
- Article
Personal Growth in Organizations: A Review and Integrative Theoretical Framework
By: Manjari Ganti, Susan Ashford and Grace Cormier
Personal growth has interested management scholars for nearly a century, yet research on personal growth has not cohered into a substantive research domain. Nevertheless, various bodies of literature have made important strides in understanding specific elements of... View Details
Ganti, Manjari, Susan Ashford, and Grace Cormier. "Personal Growth in Organizations: A Review and Integrative Theoretical Framework." Academy of Management Annals 19, no. 1 (January 2025): 180–229.
- September 2015 (Revised March 2025)
- Technical Note
FIELD Global Capstone: Developing Customer Empathy
By: Jill Avery
The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of... View Details
Keywords: Market Research; Design Thinking; Customer Behavior; Ethnography; Interviews; Surveys; A/B Testing; Experimentation; Marketing; Customer Focus and Relationships; Consumer Behavior; Demand and Consumers
Avery, Jill. "FIELD Global Capstone: Developing Customer Empathy." Harvard Business School Technical Note 316-082, September 2015. (Revised March 2025.)
- May 2005
- Class Lecture
Managing Markets, Segments, and Customers
By: Das Narayandas
Narayandas, Das. "Managing Markets, Segments, and Customers." Harvard Business School Class Lecture 505-079, May 2005.
- Article
The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value
By: Pablo Casas-Arce, Asis Martinez Jerez and V.G. Narayanan
This paper analyzes the effects of forward-looking metrics on employee decision-making. We use data from a bank that started providing branch managers with the customer lifetime value (CLV)—an estimate of the future value of the customer relationship—of mortgage... View Details
Keywords: Customer Lifetime Value; Forward-looking Metrics; Employees; Decision Making; Information; Customer Value and Value Chain; Banks and Banking; Mortgages; Outcome or Result
Casas-Arce, Pablo, Asis Martinez Jerez, and V.G. Narayanan. "The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value." Accounting Review 92, no. 3 (May 2017): 31–56.
- 14 Dec 2017
- Working Paper Summaries
Personality Traits of Entrepreneurs: A Review of Recent Literature
- September 2005 (Revised February 2007)
- Case
Angels and Devils: Best Buy's New Customer Approach (A)
In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an... View Details
Keywords: History; Customer Relationship Management; Opportunities; Marketing Strategy; Leadership Style; Problems and Challenges; Growth and Development Strategy; Retail Industry; Electronics Industry
Elberse, Anita, John T. Gourville, and Das Narayandas. "Angels and Devils: Best Buy's New Customer Approach (A)." Harvard Business School Case 506-007, September 2005. (Revised February 2007.)
- November 2023 (Revised March 2024)
- Technical Note
Customer Data Privacy
By: Eva Ascarza and Ta-Wei Huang
This note provides an overview of the evolving landscape of customer data privacy in 2023. It highlights two pivotal aspects that make privacy a central concern for businesses: building and maintaining customer trust and navigating the intricate regulatory... View Details
Keywords: Customer Relationship Management; Governance Compliance; Governing Rules, Regulations, and Reforms; Risk and Uncertainty; Reputation; Trust; Information Management; Retail Industry; Technology Industry; Financial Services Industry; Telecommunications Industry; Europe; United States
Ascarza, Eva, and Ta-Wei Huang. "Customer Data Privacy." Harvard Business School Technical Note 524-005, November 2023. (Revised March 2024.)
- October 2009 (Revised June 2011)
- Case
Zappos.com 2009: Clothing, Customer Service, and Company Culture
By: Frances X. Frei, Robin J. Ely and Laura Winig
On July 17, 2009, Zappos.com, a privately held online retailer of shoes, clothing, and other soft line retail categories, learned that Amazon.com, a $19 billion multinational online retailer, had won its board of directors' approval to offer to merge the two companies.... View Details
Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Decision Choices and Conditions; Governing and Advisory Boards; Service Delivery; Organizational Culture; Internet and the Web; Valuation; Apparel and Accessories Industry; Apparel and Accessories Industry
Frei, Frances X., Robin J. Ely, and Laura Winig. "Zappos.com 2009: Clothing, Customer Service, and Company Culture." Harvard Business School Case 610-015, October 2009. (Revised June 2011.)
- April 2011 (Revised May 2011)
- Case
EMC2: Delivering Customer Centricity
By: Thomas Steenburgh and Jill Avery
This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the... View Details
Keywords: Business Model; Interpersonal Communication; Customer Relationship Management; Knowledge Acquisition; Marketing Strategy; Organizational Change and Adaptation; Salesforce Management; Social and Collaborative Networks; Internet; Information Technology Industry
Steenburgh, Thomas, and Jill Avery. "EMC2: Delivering Customer Centricity." Harvard Business School Case 511-124, April 2011. (Revised May 2011.)
- 01 Mar 2012
- News
Making Finance Personal
inspire, formulate, and drive new and improved product design and development, even without specialized knowledge. With its consumer base, for example, Intuit went from... View Details
- April 1997
- Background Note
Using ABC to Manage Customer Mix and Relationships
By: Robert S. Kaplan
Describes applying activity-based costing to manage customer relationships. Links cost-to-serve to net margins earned with individual customers. View Details
Kaplan, Robert S. "Using ABC to Manage Customer Mix and Relationships." Harvard Business School Background Note 197-094, April 1997.
- Sep 08 2017
- Testimonial