Publications

September 1996 (Revised May 1997)
Case

Mobil USM&R (C): Lubricants Business Unit

By: Robert S. Kaplan

The general manager of a Lubricants Business Unit in Mobil's U.S. Marketing and Refining division launched a project to develop a Balanced Scorecard (BSC) for his unit. The purpose was to provide focus for all employees of the unit, enabling it to operate on an... View Details

Keywords: Balanced Scorecard; Employees; Customization and Personalization; Performance Evaluation; Measurement and Metrics; Management Teams; Projects; Energy Industry; Mining Industry; United States

February 1996 (Revised November 1996)
Case

Wainwright Industries (A): Beyond the Baldrige

By: Rosabeth M. Kanter and Norman Klein

Traces the growth of Wainwright, a small automotive supply company, focusing on its commitment to quality in 1981 and the evolution of its quality culture. Breakthrough programs that stress "trust and belief" in the workforce and commitment to customers result in... View Details

Keywords: Quality; Customer Satisfaction; Customer Relationship Management; Ethics; Business or Company Management; Standards; Machinery and Machining; Organizational Change and Adaptation; Organizational Culture; Auto Industry; Missouri

February 1995 (Revised June 1999)
Case

Chemical Bank: Implementing the Balanced Scorecard

By: Robert S. Kaplan and Norman Klein

The retail bank division of Chemical Bank faces declining margins and increased competition in its credit and deposit gathering and processing business. It wishes to implement a new strategy to become a preferred financial service provider to target customer groups.... View Details

Keywords: Balanced Scorecard; Adoption; Growth and Development Strategy; Communication Strategy; Customer Relationship Management; Management Systems; Performance Evaluation; Banks and Banking; Measurement and Metrics; Banking Industry

October 1993 (Revised July 1997)
Case

Measure of Delight: The Pursuit of Quality at AT&T Universal Card Services (A)

By: Roy D. Shapiro and Michael D. Watkins

AT&T's Universal Card Services (UCS) has been extremely successful during its short lifetime. Dedicated to improving service quality and customer satisfaction, chief quality officer Rob Davis and his quality team have designed and put into place an unusual measurement... View Details

Keywords: Customer Satisfaction; Policy; Compensation and Benefits; Performance Evaluation; Quality; System; Telecommunications Industry

February 1991 (Revised April 1991)
Case

Zenith and High-Definition Television--1990

By: Benjamin Gomes-Casseres, David B. Yoffie and Heather A. Hazard

Describes Zenith's strategy in HDTV and high resolution monitors. Includes overview of HDTV industry with profiles of major competitors worldwide and policies of U.S., Japanese, and European governments. Focuses on competition over standards setting, industrial policy,... View Details

Keywords: Corporate Governance; Standards; Production; Corporate Strategy; Customization and Personalization; Electronics Industry; Technology Industry

Find at Harvard

February 1991
Case

Burlington Northern: The ARES Decision (A)

By: Julie H. Hertenstein and Robert S. Kaplan

Burlington Northern's decision whether to invest in ARES, an automated train control system, is a ($350 million) strategic investment in information technology. Although set in a service industry (railroad) the issues around this decision arise in many organizations... View Details

Keywords: Investment; Rail Transportation; Information Technology; Competitive Strategy; Performance Evaluation; Performance Effectiveness; Cost vs Benefits; Technology Adoption; Technological Innovation; Customers; Quality; Rail Industry

October 1990
Case

Manufacturers Hanover Corp.: Customer Profitability Report

By: Robert S. Kaplan

Banking company noting declining profitability from its traditional lending activities has started to measure the total profitability of its lending relationships. A loan pricing model estimates the profit and return-on-equity from commercial loans. Additional work was... View Details

Keywords: Investment Return; Revenue; Commercial Banking; Banks and Banking; Customer Value and Value Chain; Banking Industry

Research Summary

Control in Inter-organizational Settings

By: V.G. Narayanan

Professor Narayanan is studying how franchise owners use measurement tools such as the Balanced Scorecard and mystery shopper survyes to mitigate incentive and information frictions that arise between franchisors and franchisees. He is also studying control issues that... View Details

Research Summary

Customer Management in Business-to-Business Markets

By: Das Narayandas

Das Narayandas is engaged in ongoing research on vendor firms' management of long-term customer relationships. The initial phase of his research involved identifying vendors that stood to benefit from long-term relationships with select sets of customers and... View Details

2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry