Customer Base - Publications - Faculty & Research

27 Mar 2025
News

How One Company Used AI to Broaden Its Customer Base

17 Dec 2017
News

Indie bookstores’ surprising revival based on giving customers ‘an experience’

27 Sep 2021
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Revival: The Independent Bookstore Industry Is Growing with a Loyal Customer Base Wanting to Shop Local

01 Mar 2025
News

On The Case: The Base Factor

In her research as a marketing modeler, Professor Eva Ascarza focuses on understanding customers—and predicting, in particular, who will be a good one and how best to retain them. Without customers, obviously, there is no business. That could also be the tagline for... View Details

Keywords: Jen McFarland Flint

05 Jun 2019
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When Customers Want to See the Human Behind the Product

20 May 2021
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Inflation Rate Calculator: Customize Your Own Consumer-Price Index

01 Apr 2002
News

Stocking Up Can Build Customer Value

A classic business problem from the 1950s illustrates the tension between inventory costs and missed sales. A newspaper vendor must decide how many papers to buy each day based on typical demand. His profit is optimized, the solution... View Details

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

06 Mar 2017
News

To Motivate Employees, Show Them How They’re Helping Customers

08 May 2015
News

Prestige brands can expand their reach—and make their core customers proud

Managing symbolic and exclusive brands involves an inherent tradeoff. Managers seek to generate growth by extending the customer base to new segments and markets. Yet increased popularity can dilute the... View Details

01 Oct 1999
News

The Same the World Over: Focusing on Customers and Innovation Brings Success

driver of performance in these organizations, regardless of nationality. Eager to determine whether this finding would also hold true among developing economies, Deshpandé and Farley have expanded their study to include information they gathered from five hundred... View Details

Keywords: Peter K. Jacobs