Publications

June 2022
Teaching Note

Katie Couric Media: Landing the First Client

By: N. Louis Shipley, William R. Kerr and Paige Boehmcke

Developed for teaching Entrepreneurial Sales, the Katie Couric Media case supports class discussion on client selection, sales strategy, and scaling a startup media firm. View Details

Keywords: Customer Relationship Management; Marketing; Mergers And Acquisitions; Start-up; Entrepreneurship; Sales; Business and Stakeholder Relations; Media and Broadcasting Industry

November 1998
Article

Measuring and Managing the Benefits of Customer Retention: An Empirical Investigation

By: N. Narayandas

Keywords: Measurement and Metrics; Management; Customer Focus and Relationships

16 Jan 2006
Research & Ideas

What Customers Want from Your Products

Marketers have lost the forest for the trees, focusing too much on creating products for narrow demographic segments rather than satisfying needs. Customers want to "hire" a product to do a job, or, as legendary Harvard Business... View Details

Keywords: by Clayton M. Christensen, Scott Cook & Taddy Hall; Consumer Products

February 2024 (Revised February 2024)
Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang

Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details

Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States

18 Nov 2015
News

Seven Books for Working Relationships

14 Jul 2003
Research & Ideas

Keeping Your Balance With Customers

From product push to customer pull, technology has vastly reshaped the business transaction—and in turn, the customer's place in the value chain. Today, managing the customer... View Details

Keywords: by Robert S. Kaplan & David P. Norton

March 2006 (Revised April 2008)
Module Note

Conceptualizing the Customer Operating Role

By: Frances X. Frei

The module introduces students to the concept and implications of a customer operating role. Building on the first year operations curriculum in which only employees' and machines' operating roles are considered, it provides the additional perspectives needed to bring... View Details

Keywords: Customers; Performance Efficiency; Perspective; Management Analysis, Tools, and Techniques; Service Operations

2000
Working Paper

Leveraging the Customer Base: Creating Competitive Advantage Through Knowledge Management

By: Elie Ofek and Miklos Sarvary

November–December 2020
Article

Dancing with Giants: How Small Women-and Minority- Owned Firms Use Soft Power to Manage Asymmetric Relationships with Larger Partners

By: Kisha Lashley and Timothy G. Pollock

We explore how minority- and women-owned suppliers lacking hard power manage asymmetric relationships with larger, more powerful buyers in the context of supplier diversity relationships. We examine how these suppliers create and use soft power to manage the... View Details

Keywords: Women-owned Businesses; Minority-owned Businesses; Soft Power; Buyer-supplier Relationshships; Cognitive Centrality; Hard Power; Influencers; Supplier Diversity; Small Business; Relationships; Sales

Register to Read

20 Jun 2017
News

Bank Relationships and Index Rules

01 Mar 2004
What Do You Think?

Are Customer Loyalty Initiatives Worth the Investment?

customer loyalty management initiative, in and of itself, will overcome basic shortfalls in product/service delivering in a competitive situation." Robin Clark pointed out that: "Neither view is... View Details

Keywords: by James Heskett

July 2003 (Revised April 2011)
Case

Singapore Airlines: Customer Service Innovation

By: Rohit Deshpande and Hal Hogan

The members of Singapore Airlines' (SIA) management committee needs to decide whether to cancel the implementation of the new lie-flat seats in business class after the effects of the global recession on the travel industry in September 2001. SIA was considered the... View Details

Keywords: Customer Focus and Relationships; Economic Slowdown and Stagnation; Management Teams; Brands and Branding; Air Transportation Industry; Travel Industry; Singapore

Educators

March 2006 (Revised September 2006)
Case

Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel

By: Dennis Campbell, Francisco de Asis Martinez-Jerez, Marc Epstein and Joshua Bellin

The MGM Grand Hotel in Las Vegas had detailed information on loyal gaming customers, but could its information systems also be tailored to nongaming customers? As the nongaming business sectors became increasingly profitable both at the MGM Grand and in Las Vegas... View Details

Keywords: Games, Gaming, and Gambling; Customer Relationship Management; Customer Value and Value Chain; Entertainment and Recreation Industry; Accommodations Industry; Nevada

Educators

April 2011
Module Note

How Customer Information Systems Drive Strategy: Customer Profitability

By: Francisco de Asis Martinez-Jerez

Keywords: Customers; Information Management; Marketing Strategy; Commercialization; Profit

31 Oct 2013
News

The Secret Magic Behind Netflix Customer Service

April 2011
Module Note

The Boundaries of Customer Information Systems: Limiting Management Awareness of Strategic Opportunities

By: Francisco de Asis Martinez-Jerez

Keywords: Customers; Information Management; Boundaries; Growth and Development Strategy

Spring 2014
Article

The High Price of Customer Satisfaction

By: Timothy Keiningham, Sunil Gupta, Lerzan Aksoy and Alexander Buoye

Managers often assume that improving customer satisfaction and financial performance go hand in hand. The reality, however, is much more complex. View Details

Keywords: Customer Satisfaction; Performance

March 1985
Background Note

MNCs and Host Country Relationships

By: Christopher A. Bartlett

Keywords: Multinational Firms and Management

February 2023
Supplement

Coats Dyehouse Management

By: Willy C. Shih

Coats, the largest thread maker in the world, transformed its business to digital colour measurement so that it could respond better to customer demand in the garment industry for rapid product cycles and more fragmented colour choices. Its embrace of digital colour... View Details

Keywords: Inventory Management; Supply Chain; Inventory; Supply Chain Management; Operations; Apparel and Accessories Industry; Asia