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      • July–August 2013
      • Article

      A Joint Model of Usage and Churn in Contractual Settings

      By: Eva Ascarza and Bruce G.S. Hardie
      As firms become more customer-centric, concepts such as customer equity come to the fore. Any serious attempt to quantify customer equity requires modeling techniques that can provide accurate multiperiod forecasts of customer behavior. Although a number of researchers... View Details
      Keywords: Churn; Retention; Contractual Settings; Access Services; Hidden Markov Models; RFM; Latent Variable Models; Customer Value and Value Chain; Consumer Behavior
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      Ascarza, Eva, and Bruce G.S. Hardie. "A Joint Model of Usage and Churn in Contractual Settings." Marketing Science 32, no. 4 (July–August 2013): 570–590.
      • June 2013
      • Case

      Olympic Rent-A-Car U.S.: Customer Loyalty Battles

      By: John Deighton and James T. Kindley
      The marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates... View Details
      Keywords: Customer Relationship Management; Competitive Strategy; Marketing; Operations; Auto Industry; Service Industry
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      Deighton, John, and James T. Kindley. "Olympic Rent-A-Car U.S.: Customer Loyalty Battles." Harvard Business School Brief Case 913-568, June 2013.
      • May 2013
      • Case

      Altius Golf and the Fighter Brand

      By: Robert J. Dolan and Sunru Yong
      Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that... View Details
      Keywords: Governing and Advisory Boards; Competitive Advantage; Decision Choices and Conditions; Distribution Channels; Sports; Financial Crisis; Brands and Branding; Segmentation; Sports Industry; Entertainment and Recreation Industry
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      Dolan, Robert J., and Sunru Yong. "Altius Golf and the Fighter Brand." Harvard Business School Brief Case 913-578, May 2013.
      • April 2013 (Revised November 2013)
      • Case

      Growing Financial Services in India: Aditya Birla Financial Services Group

      By: Paul M. Healy and Rachna Tahilyani
      Aditya Birla Financial Services Group is a large, broad-based, Indian financial services institution offering products ranging from life insurance and mutual funds to private equity. The company has witnessed a turnaround in recent years and regained lost market share.... View Details
      Keywords: Regulatory Environment; Finance; Asset Management; Business Growth and Maturation; Transformation; Leadership Development; Leadership Style; Business Processes; Organizational Structure; Organizational Change and Adaptation; Competitive Strategy; Diversification; Segmentation; Financial Services Industry; Insurance Industry; India
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      Healy, Paul M., and Rachna Tahilyani. "Growing Financial Services in India: Aditya Birla Financial Services Group." Harvard Business School Case 113-059, April 2013. (Revised November 2013.)
      • February 2013 (Revised December 2015)
      • Case

      Groom Energy Solutions: Selling Efficiency

      By: Michael W. Toffel, Kira R. Fabrizio and Stephanie van Sice
      Groom Energy Solutions helps organizations reduce their energy use and costs through the implementation of energy efficiency measures, which create long-term financial and environmental benefits. With early success serving customers in the cold storage and industrial... View Details
      Keywords: Groom Energy Solutions; Jon Guerster; Salem, MA; Energy Management; Energy Efficiency Paradox; Sustainability Management; Manufacturing; Cold Storage; Commercial Real Estate; Enterprise Smart Grid; Carbon Accounting; LED Lighting; Sustainability Research; Entrepreneurship; Environmental Entrepreneurship; Energy Entrepreneurship; Energy Services; Electricity; Startup; Expansion; Growth; Sustainability; Business Startups; Forecasting and Prediction; Energy Conservation; Revenue; Geographic Location; Human Resources; Management; Growth and Development Strategy; Market Entry and Exit; Operations; Service Delivery; Strategic Planning; Science; Environmental Sustainability; Climate Change; Society; Social Issues; Technology Adoption; Energy Industry; Green Technology Industry; Technology Industry; Utilities Industry; United States; Boston
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      Toffel, Michael W., Kira R. Fabrizio, and Stephanie van Sice. "Groom Energy Solutions: Selling Efficiency." Harvard Business School Case 613-054, February 2013. (Revised December 2015.)
      • January 2013
      • Case

      Brannigan Foods: Strategic Marketing Planning

      By: John A. Quelch and James T. Kindley
      The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer... View Details
      Keywords: United States; Consumer Marketing; Acquisitions; Forecasting; Quantitative Analysis; Risk Management; Decision Making; Budgeting; Supermarkets; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Retail Industry; Food and Beverage Industry
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      Quelch, John A., and James T. Kindley. "Brannigan Foods: Strategic Marketing Planning." Harvard Business School Brief Case 913-545, January 2013.
      • 2013
      • Case

      The COFCO Group

      By: F. Warren McFarlan, Zheng Xiaoming and Ziqian Zhao
      COFCO was China's sole legitimate window for agricultural foreign trade before 1987. The reform of China's foreign trade system beginning in 1987 cost COFCO its monopoly position. Subsequently, the SOE giant capitalized on its foreign trade expertise to strategically... View Details
      Keywords: China; Food; China
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      McFarlan, F. Warren, Zheng Xiaoming, and Ziqian Zhao. "The COFCO Group." Tsinghua University Case, 2013.
      • 2013
      • Teaching Note

      The COFCO Group (TN)

      By: F. Warren McFarlan, Zheng Xiaoming and Ziqian Zhao
      COFCO was China's sole legitimate window for agricultural foreign trade before 1987. The reform of China's foreign trade system beginning in 1987 cost COFCO its monopoly position. Subsequently, the SOE giant capitalized on its foreign trade expertise to strategically... View Details
      Keywords: China; Food; China
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      McFarlan, F. Warren, Zheng Xiaoming, and Ziqian Zhao. "The COFCO Group (TN)." Tsinghua University Teaching Note, 2013.
      • December 2012 (Revised November 2014)
      • Case

      Lit Motors

      By: Thomas R. Eisenmann and Alex Godden
      In mid-2012 Lit Motors had created both engineering and design prototypes and conducted initial customer tests on less than $750,000 of investment. Lit Motors' founder, Daniel Kim, had started the company to design and manufacture an efficient electric 2-wheeled... View Details
      Keywords: Lean Startup; Prototyping; Electric Vehicle; Urban Vehicle; Customer Tests; Gyroscope; Entrepreneurs; Development Stage Enterprises; Creativity; Disruptive Technologies; Consumer Surveys; Market Segmentation; Manufacturing Costs; Entrepreneurship; Auto Industry; United States; California
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      Eisenmann, Thomas R., and Alex Godden. "Lit Motors." Harvard Business School Case 813-079, December 2012. (Revised November 2014.)
      • November 2012 (Revised August 2014)
      • Case

      Cisco in 2012: Reorganizing for Efficiency and Flexibility

      By: Ranjay Gulati, Alison Berkley Wagonfeld and Luciana Silvestri
      In 2012, Cisco was under intense pressure to show results: growth in its core business was decelerating and a number of exploratory ventures and acquisitions had not proven as profitable as expected. CEO John Chambers vowed to restore the company's health in a way that... View Details
      Keywords: Organizational Change and Adaptation; Restructuring; Adaptation; Performance Efficiency; Emerging Markets; Information Technology Industry
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      Gulati, Ranjay, Alison Berkley Wagonfeld, and Luciana Silvestri. "Cisco in 2012: Reorganizing for Efficiency and Flexibility." Harvard Business School Case 413-069, November 2012. (Revised August 2014.)
      • October 2012
      • Article

      Target the Right Market

      By: Jill Avery and Thomas Steenburgh
      SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details
      Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States
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      Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123.
      • September 2012 (Revised April 2013)
      • Case

      Digital Microscopy at Carl Zeiss: Managing Disruption

      By: Willy Shih
      Ulrich Simon, the head of the Microscopy business group at Carl Zeiss AG knew that his unit was facing a disruptive threat, so he chartered a special team to tackle the industrial segment. Given a high degree of autonomy, the project team developed an understanding of... View Details
      Keywords: Modularity; High Technology Products; Emergent Strategy; Product Lines; Corporate Strategy; Digital Platforms; Disruptive Innovation; Technology Industry; Germany
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      Shih, Willy. "Digital Microscopy at Carl Zeiss: Managing Disruption." Harvard Business School Case 613-039, September 2012. (Revised April 2013.)
      • Article

      The Consumer Financial Protection Bureau: Financial Regulation for the Twenty-First Century

      By: Leonard J. Kennedy, Patricia A. McCoy and Ethan S. Bernstein
      After existing regulatory systems failed to prevent the recent financial crisis, Congress passed the Dodd-Frank Wall Street Reform and Consumer Protection Act, a sweeping reform designed to alleviate the crisis and prevent its recurrence. Out of this Act, the Consumer... View Details
      Keywords: Consumer Financial Protection Bureau; Dodd-Frank; CFPB; Financial Crisis; Reform; New Agency; Market-based Approach; Evidence-based Analysis; Innovative Technologies And Transparency Policies; BEST Practices; Government and Politics; Government Administration; Finance; Financial History; Law; Markets; Organizations; Organizational Design; Business and Government Relations; Balance and Stability; Strategy; Financial Services Industry; Banking Industry; United States
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      Kennedy, Leonard J., Patricia A. McCoy, and Ethan S. Bernstein. "The Consumer Financial Protection Bureau: Financial Regulation for the Twenty-First Century." Cornell Law Review 97, no. 5 (July 2012): 1141–1176.
      • July 2012 (Revised July 2015)
      • Case

      Nalli Silk Sarees (A)

      By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram
      Nalli Silk Sarees Private Limited was a family owned and operated business that retailed Indian ethnic wear. This 83-year-old company had enjoyed impressive growth with a $95 million turnover, a 22-store retail footprint, and had outdone its competitors by being the... View Details
      Keywords: Pricing Strategy; Price; Strategy; Family Business; Growth and Development; Brands and Branding; Growth and Development Strategy; Expansion; Competitive Strategy; Apparel and Accessories Industry; India
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      Narayanan, V.G., Namrata Arora, and Vidhya Muthuram. "Nalli Silk Sarees (A)." Harvard Business School Case 113-004, July 2012. (Revised July 2015.)
      • July 2012
      • Article

      The Real Consequences of Market Segmentation

      By: Sergey Chernenko and Adi Sunderam
      We study the real effects of market segmentation due to credit ratings using a matched sample of firms just above and just below the investment-grade cutoff. These firms have similar observables, including average investment rates. However, flows into high-yield mutual... View Details
      Keywords: Segmentation; Credit; Investment; Investment Funds; Quality; Markets; Measurement and Metrics; Business Ventures
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      Chernenko, Sergey, and Adi Sunderam. "The Real Consequences of Market Segmentation." Review of Financial Studies 25, no. 7 (July 2012): 2041–2069. (Winner of the RFS Young Researcher Prize 2012.)
      • April 2012 (Revised May 2012)
      • Case

      EILEEN FISHER: Repositioning the Brand

      By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
      Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details
      Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry
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      Keinan, Anat, Jill Avery, Fiona Wilson, and Michael Norton. "EILEEN FISHER: Repositioning the Brand." Harvard Business School Case 512-085, April 2012. (Revised May 2012.)
      • February 2012 (Revised July 2012)
      • Background Note

      The Promise of Impact Investing

      By: V. Kasturi Rangan, Sarah Appleby and Laura Moon
      This note outlines the segments of a potential $500 billion social investment market; sectors such as housing, microfinance, health and education. The note sketches the roles of the various players and summarizes their investment perspectives. View Details
      Keywords: Investment
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      Rangan, V. Kasturi, Sarah Appleby, and Laura Moon. "The Promise of Impact Investing." Harvard Business School Background Note 512-045, February 2012. (Revised July 2012.)
      • January 2012 (Revised August 2020)
      • Case

      The Swatch Group

      By: Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer
      In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential... View Details
      Keywords: Marketing Strategy; Brands and Branding; Segmentation; Product Positioning; Manufacturing Industry; Consumer Products Industry; Apparel and Accessories Industry
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      Deshpandé, Rohit, Karol Misztal, and Daniela Beyersdorfer. "The Swatch Group." Harvard Business School Case 512-052, January 2012. (Revised August 2020.)
      • November 2011 (Revised December 2012)
      • Case

      Rent the Runway

      By: Thomas R. Eisenmann and Laura Winig
      Two months after a successful launch in November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round... View Details
      Keywords: Lean Startup; Electronic Commerce; Fashion; Expansion; Business Startups; Growth and Development Strategy; E-commerce; Fashion Industry
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      Eisenmann, Thomas R., and Laura Winig. "Rent the Runway." Harvard Business School Case 812-077, November 2011. (Revised December 2012.)
      • October 2011
      • Case

      Gene Sequencing: Staking a Position in an Expanding Industry

      By: Richard G. Hamermesh, Mara Aspinall and Phillip Andrews
      Towards the end of 2010, companies in the gene sequencing industry were pushing aggressive R&D programs to develop technologies and products in the race to sequence the entire human genome at a cost of $1,000. It remained to be seen when the "$1,000 genome" would... View Details
      Keywords: Genetics; Business Growth and Maturation; Business Plan; Competition; Venture Capital; Biotechnology Industry
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      Hamermesh, Richard G., Mara Aspinall, and Phillip Andrews. "Gene Sequencing: Staking a Position in an Expanding Industry." Harvard Business School Case 812-004, October 2011.
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