Publications

February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America

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28 Feb 2022
Research & Ideas

How Racial Bias Taints Customer Service: Evidence from 6,000 Hotels

when underlying biases are creeping into their interactions with customers. Feldberg and Kim have a few suggestions to help organizations identify whether bias is present and reverse the pattern: Conduct surveys. Reach out to View Details

Keywords: by Pamela Reynolds

July 1994
Background Note

Note on Retail Organizations

By: David E. Bell

Describes a typical organizational structure for retailers and discusses duties of various individuals such as buyer, category manager, etc. View Details

Keywords: Customers; Managerial Roles; Organizational Structure; Retail Industry

11 Mar 2015
News

How Self-Service Kiosks Are Changing Customer Behavior

22 Apr 2015
News

The king of soya focuses on a high-tech vision of farming

30 Jan 2020
News

What Organizations Need to Survive a Pandemic

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.

services or tiers of products that meet customers’ deaccession-based basic unmet needs. Walgreens allowed customers to purchase a number of products at their drive-through because of their fundamental utilitarian-based health and safety... View Details

Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service

13 Mar 2017
News

Hiding Products From Customers May Ultimately Boost Sales

09 Dec 2019
Research & Ideas

Identify Great Customers from Their First Purchase

and advances in machine learning technology. Ascarza expects her research will be published early next year and at that point plans to make the code for her model available online for free. With the help of a trained data scientist, any View Details

Keywords: by Kristen Senz; Retail; Service

01 Apr 2002
News

New Director of MBA Career Services Focuses on Power of Alumni Network

stepping up alumni outreach efforts and contacting organizations that have not typically recruited at HBS. "We're asking graduates of the School to think about our young, energetic, talented students when they're making their hiring plans... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

January 2013
Case

Zappos.com 2009: Clothing, Customer Service, and Company Culture (MM)

By: Frances X. Frei and Robin J. Ely

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: Customer Relationship Management; Internet and the Web; Mergers and Acquisitions; Organizational Culture; Growth and Development Strategy; Apparel and Accessories Industry; Retail Industry

27 Sep 2010
Research & Ideas

Customer Experts Lose Influence When Teams are Pressured

high-status people who have gained a wide-ranging knowledge of the business based on long, varied experience across clients and even industries, as well as their formal training and education. Customer-specific experts know their client View Details

Keywords: by Sarah Jane Gilbert

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

Keywords: International Marketing; Macro-marketing; Marketing; Financial Crisis; Customer Focus and Relationships; Economic Growth; Economic Slowdown and Stagnation

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22 Sep 2021
Blog Post

Meet LASO: The HBS Latino Student Organization

The Latino Student Organization (LASO) proudly promotes and supports Harvard Business School’s Latino students and works alongside the Latino Alumni Association (HBSLAA). Representing a wide range of backgrounds, experiences, interests,... View Details

October 2010 (Revised August 2012)
Supplement

Harvest: Organic Waste Recycling with Energy Recovery (B)

By: Deishin Lee, Baris Ata and Mustafa H. Tongarlak

This case describes the waste management industry and a clean technology solution for landfill diversion and renewable energy production. The (A) case focuses on the operational characteristics of waste management and waste to energy, and the characteristics of the... View Details

Keywords: Framework; Wastes and Waste Processing; Management; Operations; Social Issues; Problems and Challenges; Energy Generation; Renewable Energy; Quality; Industry Structures; Energy Industry

July 2018 (Revised March 2019)
Teaching Note

Hilti (A): Fleet Management?

By: Ramon Casadesus-Masanell and Jan Rivkin

This Teaching Note accompanies the case HBS No. 718-419, “Hilti (A): Fleet Management.” It provides guidelines for class discussion, as well as a board plan and transcripts of the associated videos, Hilti Fleet Management Video Supplements.
The associated case... View Details

October 2010 (Revised August 2012)
Case

Harvest: Organic Waste Recycling with Energy Recovery (A)

By: Deishin Lee, Baris Ata and Mustafa H. Tongarlak

This case describes the waste management industry and a clean technology solution for landfill diversion and renewable energy production. The (A) case focuses on the operational characteristics of waste management and waste to energy, as well as the characteristics of... View Details

Keywords: Renewable Energy; Logistics; Wastes and Waste Processing; Corporate Finance; Green Technology Industry; Utilities Industry; Energy Industry