Publications
Publications
- July 2005 (Revised April 2006)
- HBS Case Collection
Carnival Cruise Lines
By: Lynda M. Applegate, Robert Kwortnik and Gabriele Piccoli
Abstract
Highlights the potential value of customer data and the choices and challenges the firm faces when attempting to capture this value. Carnival collects a significant amount of individual-level behavioral and demographic customer data. Senior management must now decide how to leverage such a wealth of data to improve firm performance through customer targeting and acquisition, customer retention, and customer profitability strategies.
Keywords
Consumer Behavior; Demographics; Customer Relationship Management; Knowledge Use and Leverage; Performance Improvement; Business Strategy; Travel Industry; Tourism Industry
Citation
Applegate, Lynda M., Robert Kwortnik, and Gabriele Piccoli. "Carnival Cruise Lines." Harvard Business School Case 806-015, July 2005. (Revised April 2006.)