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  • All HBS Web  (2,671)
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  • March 2011
  • Background Note

Customer Loyalty Schemes in the Retail Sector

By: Jose B. Alvarez and Aldo Sesia
Customer loyalty schemes (or programs) are explicit efforts by retailers to gain long-term patronage from customers. Loyalty schemes are developed for a variety of reasons: to reward loyal customers, to generate more robust information about customer behavior, to... View Details
Keywords: Customer Relationship Management; Consumer Behavior; Business Strategy; Retail Industry; United Kingdom; United States
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Alvarez, Jose B., and Aldo Sesia. "Customer Loyalty Schemes in the Retail Sector." Harvard Business School Background Note 511-077, March 2011.
  • 2025
  • Working Paper

Dynamic Personalization with Multiple Customer Signals: Multi-Response State Representation in Reinforcement Learning

By: Liangzong Ma, Ta-Wei Huang, Eva Ascarza and Ayelet Israeli
Reinforcement learning (RL) offers potential for optimizing sequences of customer interactions by modeling the relationships between customer states, company actions, and long-term value. However, its practical implementation often faces significant challenges.... View Details
Keywords: Dynamic Policy; Deep Reinforcement Learning; Representation Learning; Dynamic Difficulty Adjustment; Latent Variable Models; Customer Relationship Management; Customer Value and Value Chain; Foreign Direct Investment; Analytics and Data Science
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Ma, Liangzong, Ta-Wei Huang, Eva Ascarza, and Ayelet Israeli. "Dynamic Personalization with Multiple Customer Signals: Multi-Response State Representation in Reinforcement Learning." Harvard Business School Working Paper, No. 25-037, February 2025.
  • March 31, 2023
  • Article

What Is the Optimal Pattern of a Customer Journey?

By: Julian De Freitas
Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with... View Details
Keywords: Consumer Behavior; Customers; Brands and Branding
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De Freitas, Julian. "What Is the Optimal Pattern of a Customer Journey?" Harvard Business Review (website) (March 31, 2023).
  • 21 Mar 2016
  • HBS Case

Can Customer Reviews Be 'Managed?'

Brian Kenny: What motivated you to write the case? Why were you interested in it? Thales Teixeira: Some of my research is on the economics of attention and online reviews have amassed a vast amount of attention nowadays. People have changed their View Details
Keywords: by Brian Kenny; Advertising; Travel
  • 2016
  • Book

Competing Against Luck: The Story of Innovation and Customer Choice

By: Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan
The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services that customers want to buy and are willing to purchase at a premium price.... View Details
Keywords: Disruptive Innovation; Consumer Behavior
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Christensen, Clayton M., Taddy Hall, Karen Dillon, and David S. Duncan. Competing Against Luck: The Story of Innovation and Customer Choice. New York: Harper Business, 2016.
  • 13 Mar 2017
  • Research & Ideas

Hiding Products From Customers May Ultimately Boost Sales

portion of your full product catalog—and leaving customers to wonder what you’ll offer next? Or is it better to display all your wares at once, in hopes of encouraging a shopping spree? For example, is a View Details
Keywords: by Carmen Nobel; Retail; Fashion
  • Article

The Growing Strategic Importance of End-of-Life Product Management

By: Michael W. Toffel
Requiring manufacturers to manage the their products when they become waste is an innovative form of regulation, one that has been adopted by countries in Asia, Europe, and North America on a variety of products that range from vehicles to appliances to batteries.... View Details
Keywords: Product; Environmental Sustainability; Cost Management; Wastes and Waste Processing; Strategy; Governing Rules, Regulations, and Reforms; Manufacturing Industry; Asia; Europe; North and Central America
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Toffel, Michael W. "The Growing Strategic Importance of End-of-Life Product Management." California Management Review 45, no. 3 (Spring 2003): 102–129.
  • 09 Apr 2001
  • Research & Ideas

The Manager’s Guide to Communicating with Customers Collection

Are you reaching your customers? The key is knowing who they are and what they want To appeal to retail customers you need to understand what makes them tick. What better way to do that than by studying actual consumer behavior? A great... View Details
Keywords: by Richard Bierck; Retail
  • 16 Jun 2020
  • Research & Ideas

Your Customers Have Changed. Here's How to Engage Them Again.

engage them? How should firms adjust? What is clear in the COVID-deaccession is that this change in customer behavior is pushing firms into a new “directional reality.” Firms need to adapt to shifting View Details
Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service
  • 06 May 2002
  • Research & Ideas

A Toolkit for Customer Innovation

"Listen carefully to what your customers want and then respond with new products that meet or exceed their needs." That mantra has dominated many a business, and it has undoubtedly led to great products and has even shaped... View Details
Keywords: by Stefan Thomke & Eric Von Hippel
  • Summer 2017
  • Article

Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior

By: Jeffrey Prince and Shane Greenstein
The television industry is undergoing a generational shift in structure; however, many demand-side determinants are still not well understood. We model how consumers choose video content provision among over-the-air (OTA), paid subscription to cable or satellite, and... View Details
Keywords: Information Technology; Service Delivery; Consumer Behavior; Television Entertainment; Service Industry; Media and Broadcasting Industry
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Prince, Jeffrey, and Shane Greenstein. "Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior." Journal of Economics & Management Strategy 26, no. 2 (Summer 2017): 293–317.
  • 2009
  • Chapter

Creating Superior Customer Value in a Connected World

By: Ranjay Gulati
"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing... View Details
Keywords: Customer Satisfaction; Customer Value and Value Chain; Consumer Behavior; Product Design; Social and Collaborative Networks; Value Creation
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Gulati, Ranjay. "Creating Superior Customer Value in a Connected World." In Business Network Transformation: Strategies to Reconfigure Your Business Relationships for Competitive Advantage, edited by Jeffrey Word. Jossey-Bass, 2009.
  • August 2018 (Revised September 2018)
  • Supplement

Predicting Purchasing Behavior at PriceMart (B)

By: Srikant M. Datar and Caitlin N. Bowler
Supplements the (A) case. In this case, Wehunt and Morse are concerned about the logistic regression model overfitting to the training data, so they explore two methods for reducing the sensitivity of the model to the data by regularizing the coefficients of the... View Details
Keywords: Data Science; Analytics and Data Science; Analysis; Customers; Household; Forecasting and Prediction
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Datar, Srikant M., and Caitlin N. Bowler. "Predicting Purchasing Behavior at PriceMart (B)." Harvard Business School Supplement 119-026, August 2018. (Revised September 2018.)
  • Teaching Interest

MBA Required Curriculum Leadership and Organizational Behavior (LEAD)

By: Rakesh Khurana

This course focuses on how managers become effective leaders by addressing the human side of enterprise.

The first modules examine teams, individuals, and networks in the context of:

  • The determinants of group... View Details
  • 17 Jun 2016
  • Op-Ed

Companies Need to Start Marketing Security to Customers

behavior would not sit well at the annual industry association meeting and your holier-than-thou superiority claim might tempt fate and attract a terrorist attack. If anything, safety is downplayed as pre-flight instructions to airline... View Details
Keywords: by John A. Quelch; Entertainment & Recreation
  • 2000
  • Article

The Consequences of Customization on the Use of Management Accounting Systems

By: J. Bouwens and Margaret A. Abernethy
The understanding of the antecedent conditions influencing the design of management accounting systems (MASs) is very limited. In recent years, significant research attention has been devoted to understanding how different strategic priorities influence these systems.... View Details
Keywords: Organizational Design; Management Systems; Accounting; Customization and Personalization
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Bouwens, J., and Margaret A. Abernethy. "The Consequences of Customization on the Use of Management Accounting Systems." Accounting, Organizations and Society 25, no. 3 (April 2000): 221–241.
  • August 2009 (Revised July 2010)
  • Case

Jones Lang LaSalle: Reorganizing around the Customer (2005)

By: Ranjay Gulati and Lucia Menzer Marshall
Peter Roberts, CEO of Jones, Lang, LaSalle (JLL) Americas division, has been charged with expanding the company's presence in its core geographic markets while simultaneously growing its corporate account business. Roberts and his task force have narrowed their options... View Details
Keywords: Decision Choices and Conditions; Global Strategy; Growth and Development Strategy; Organizational Structure; Business Strategy; Real Estate Industry
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Gulati, Ranjay, and Lucia Menzer Marshall. "Jones Lang LaSalle: Reorganizing around the Customer (2005)." Harvard Business School Case 410-007, August 2009. (Revised July 2010.)
  • October 2007
  • Article

Grist: A Strategic Approach to Climate

By: Michael E. Porter and Forest Reinhardt
Climate change will affect everything businesses do, as government efforts to mitigate carbon emissions cause their prices to rise steeply. This special edition of Forethought takes a hard-nosed look at the risks and opportunities of climate change. Michael E. Porter... View Details
Keywords: Customer Value and Value Chain; Governing Rules, Regulations, and Reforms; Leadership; Logistics; Corporate Social Responsibility and Impact; Performance Improvement; Climate Change; Competitive Advantage; Corporate Strategy
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Porter, Michael E., and Forest Reinhardt. "Grist: A Strategic Approach to Climate." Forethought. Harvard Business Review 85, no. 10 (October 2007): 22–26.
  • Teaching Interest

Managing Global Health: Applying Behavioral Economics to Create Impact (MBA)

Health, and development more broadly, is not something we give to people: it is something they produce themselves, interacting with supply-side and institutional factors. This course trains students to see through the lens of the end-user and to use the levers of... View Details

  • 2012
  • Book

Uncommon Service: How to Win by Putting Customers at the Core of Your Business

By: Frances Frei and Anne Morriss
Most companies treat service as a low-priority business operation, keeping it out of the spotlight until a customer complains. Then service gets to make a brief appearance—for as long as it takes to calm the customer down and fix whatever foul-up jeopardized the... View Details
Keywords: Customers; Business Ventures
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Frei, Frances, and Anne Morriss. Uncommon Service: How to Win by Putting Customers at the Core of Your Business. Cambridge: Harvard Business Review Press, 2012.
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