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- Faculty Publications (108)
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All HBS Web
(412)
- Faculty Publications (108)
- Article
The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value
By: Pablo Casas-Arce, Asis Martinez Jerez and V.G. Narayanan
This paper analyzes the effects of forward-looking metrics on employee decision-making. We use data from a bank that started providing branch managers with the customer lifetime value (CLV)—an estimate of the future value of the customer relationship—of mortgage...
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Keywords:
Customer Lifetime Value;
Forward-looking Metrics;
Employees;
Decision Making;
Information;
Customer Value and Value Chain;
Banks and Banking;
Mortgages;
Outcome or Result
Casas-Arce, Pablo, Asis Martinez Jerez, and V.G. Narayanan. "The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value." Accounting Review 92, no. 3 (May 2017): 31–56.
- February 2017
- Article
Resident Networks and Corporate Connections: Evidence from World War II Internment Camps
By: Lauren Cohen, Umit Gurun and Christopher J. Malloy
We demonstrate that simply by using the ethnic makeup surrounding a firm’s location, we can predict, on average, which trade links are valuable for firms. Using customs and port authority data on the international shipments of all U.S. publicly traded firms, we show...
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Keywords:
Information Networks;
Trade Links;
Firm Behavior;
Networks;
Geographic Location;
Ethnicity;
Organizations;
Trade
Cohen, Lauren, Umit Gurun, and Christopher J. Malloy. "Resident Networks and Corporate Connections: Evidence from World War II Internment Camps." Journal of Finance 72, no. 1 (February 2017): 207–248. (Winner of First Prize, the Inaugural Hakan Orbay Research Award, 2015.)
- January 2017 (Revised February 2018)
- Case
Godiva Japan: Think Local, Scale Global
By: Rohit Deshpandé, Esel Cekin and Akiko Kanno
This case tracks Jerome Chouchan’s strategies and execution for a successful turnaround of Godiva Japan’s operations, which were experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations,...
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Keywords:
Branding;
Internationalization;
Innovation;
Positioning;
Customer Segmentation;
Occasion-based Segmentation;
Execution;
Talent;
Customer-focused Strategies;
Product Positioning;
Globalized Firms and Management;
Change Management;
Talent and Talent Management;
Customer Focus and Relationships;
Product;
Segmentation;
Innovation and Invention;
Brands and Branding;
Retail Industry;
Food and Beverage Industry;
Japan
Deshpandé, Rohit, Esel Cekin, and Akiko Kanno. "Godiva Japan: Think Local, Scale Global." Harvard Business School Case 517-056, January 2017. (Revised February 2018.)
- June 2016
- Teaching Note
HubSpot: Lower Churn through Greater CHI
By: Jill Avery, Asis Martinez Jerez and Thomas Steenburgh
HubSpot, a web marketing startup selling inbound marketing software to small- and medium-sized businesses, is under pressure from its venture capital partners to rapidly acquire new customers and to maintain a low level of customer churn. The B2B SaaS company is in the...
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- December 15, 2015
- Article
Don't Turn Your Sales Team Loose Without a Strategy
By: Frank V. Cespedes and Steve Thompson
When formulating a strategy, markets and segments are typically important categories. But only customers buy. Hence, for most firms, de facto strategy and much resource allocation are the aggregate result of the deals their salespeople close. However, few firms clarify...
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Cespedes, Frank V., and Steve Thompson. "Don't Turn Your Sales Team Loose Without a Strategy." Harvard Business Review (website) (December 15, 2015).
- November 2015 (Revised February 2016)
- Case
Allianz Turkey: Focus on the Customer (A)
By: W. Earl Sasser and Gamze Yucaoglu
At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost...
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Keywords:
Service Excellence;
Customer Experience;
Customer Service;
Emerging Market;
Customer Focus;
Net Promoter Score;
Customer Relationship Management;
Competition;
Leading Change;
Service Operations;
Emerging Markets;
Customer Satisfaction;
Insurance Industry;
Turkey
Sasser, W. Earl, and Gamze Yucaoglu. "Allianz Turkey: Focus on the Customer (A)." Harvard Business School Case 316-093, November 2015. (Revised February 2016.)
- November 2015 (Revised February 2016)
- Supplement
Allianz Turkey: Focus on the Customer (B)
By: W. Earl Sasser and Gamze Yucaoglu
At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost...
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Keywords:
Service Excellence;
Customer Experience;
Customer Service;
Emerging Market;
Customer Focus;
Net Promoter Score;
Customer Relationship Management;
Competition;
Leading Change;
Service Operations;
Emerging Markets;
Customer Satisfaction;
Insurance Industry;
Turkey
Sasser, W. Earl, and Gamze Yucaoglu. "Allianz Turkey: Focus on the Customer (B)." Harvard Business School Supplement 316-094, November 2015. (Revised February 2016.)
- 2017
- Working Paper
Internalizing Global Value Chains: A Firm-Level Analysis
By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the...
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Keywords:
Global Value Chains;
Sequential Production;
Incomplete Contracts;
Demand and Consumers;
Customer Value and Value Chain;
Globalization
Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi. "Internalizing Global Value Chains: A Firm-Level Analysis." Harvard Business School Working Paper, No. 16-028, September 2015. (Updated October 2017. See Online Appendix. Also NBER Working Paper 21582. Forthcoming in the Journal of Political Economy.)
- January 2015 (Revised October 2016)
- Case
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery, Anat Keinan and Liz Kind
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the...
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Keywords:
Luxury Goods;
Brand Building;
Brand Management;
Hospitality;
Hotels;
Digital Marketing;
Brand Positioning;
Luxury Service;
Airbnb;
Sharing Economy;
Collaborative Consumption;
Disruptive Business Model;
Travel;
Alternatives To Hotel;
Branding;
Customer Service;
Exceeding Consumer Expectations;
Client Acquisition;
Reputation Management;
Word Of Mouth;
2-way Business Model;
Marketing;
Marketing Strategy;
Brands and Branding;
Luxury;
Disruption;
Business Model;
Entrepreneurship;
E-commerce;
Accommodations Industry;
Tourism Industry;
Travel Industry;
United Kingdom
Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Segmentation and Targeting
By: Sunil Gupta
This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then...
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Keywords:
Behavioral Segmentation;
Conjoint Analysis;
Demographic Segmentation;
Geographic Segmentation;
Market Opportunities;
Market Segmentation;
Marketing;
Marketing Strategy;
Psychographic Segmentation;
Unethical Marketing Practices;
United States
Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
- Article
Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business
By: Marco Iansiti and Karim R. Lakhani
When Google bought Nest, a maker of digital thermostats, for $3.2 billion just a few months ago, it was a clear indication that digital transformation and connection are spreading across even the most traditional industrial segments and creating a staggering array of...
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Keywords:
Digital Innovation;
Digitization;
Industrial Internet;
Technological Innovation;
Production;
Competitive Strategy;
Engineering;
Aerospace Industry
Iansiti, Marco, and Karim R. Lakhani. "Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business." Harvard Business Review 92, no. 11 (November 2014): 90–99.
- October 2014 (Revised November 2016)
- Technical Note
Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)
By: Elie Ofek
This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a...
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Keywords:
Customer Lifetime Value;
Return On Investment;
Segmentation;
Social Networks;
Customer Relationship Management;
Marketing Strategy;
Investment Return;
Social and Collaborative Networks;
Social Media
Ofek, Elie. "Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)." Harvard Business School Technical Note 515-049, October 2014. (Revised November 2016.)
- October 2014 (Revised August 2018)
- Case
Caesars Entertainment
By: Janice H. Hammond and Aldo Sesia
This case describes the introduction of a regression analysis model for forecasting guest arrivals to Caesars Palace hotel in Las Vegas, Nevada. The company will use the forecast to staff the front desk in the hotel. The staff is unionized and the company has little...
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Keywords:
Forecasting;
Staffing;
Gaming;
Gaming Industry;
Hotel Industry;
Decision Making;
Forecasting and Prediction;
Human Resources;
Selection and Staffing;
Entertainment;
Games, Gaming, and Gambling;
Operations;
Service Delivery;
Service Operations;
Accommodations Industry;
Travel Industry;
Tourism Industry;
Food and Beverage Industry;
Las Vegas
Hammond, Janice H., and Aldo Sesia. "Caesars Entertainment." Harvard Business School Case 615-031, October 2014. (Revised August 2018.)
- August 2014
- Case
Rent the Runway (Abridged)
By: Thomas R. Eisenmann, Brent Goldfarb and David A. Kirsch
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...
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Keywords:
Lean Startup;
Electronic Commerce;
Fashion;
Expansion;
Business Startups;
Growth and Development Strategy;
E-commerce;
Fashion Industry
Eisenmann, Thomas R., Brent Goldfarb, and David A. Kirsch. "Rent the Runway (Abridged)." Harvard Business School Case 815-055, August 2014.
- June 2014
- Teaching Note
Lit Motors
By: Thomas Eisenmann
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...
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- October 2013 (Revised August 2015)
- Case
Outotec (A): Project Capture
By: Robert J. Dolan and Doug J. Chung
Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or...
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Keywords:
Value-based Pricing;
Bargaining Power Of Buyers;
Marketing;
Segmentation;
Price;
Policy;
Sales;
Management;
Value Creation;
Mining Industry
Dolan, Robert J., and Doug J. Chung. "Outotec (A): Project Capture." Harvard Business School Case 514-064, October 2013. (Revised August 2015.)
- October 2013 (Revised August 2015)
- Supplement
Outotec (B): Action Plan
By: Robert J. Dolan and Doug J. Chung
Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or...
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Keywords:
Value-based Pricing;
Bargaining Power Of Buyers;
Marketing;
Segmentation;
Price;
Policy;
Sales;
Management;
Value Creation;
Mining Industry
Dolan, Robert J., and Doug J. Chung. "Outotec (B): Action Plan." Harvard Business School Supplement 514-065, October 2013. (Revised August 2015.)
- 2013
- Tool
Harvard Business Review's Go to Market Tools: Customer Lifetime Value
By: Thomas Steenburgh and Jill Avery
How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize...
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Keywords:
Quantitative Analysis;
Tools;
Customer Lifetime Value;
Customer Defection;
CRM;
Customer Relationship Management;
Marketing;
Marketing Strategy;
Customer Focus and Relationships
Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Customer Lifetime Value. Tool. Harvard Business Review Press, 2013. Electronic.
- 2013
- Working Paper
Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?
By: Clarence Lee, E. Ofek and Thomas Steenburgh
In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact...
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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...
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Keywords:
Churn;
Retention;
Contractual Settings;
Access Services;
Hidden Markov Models;
RFM;
Latent Variable Models;
Customer Value and Value Chain;
Consumer Behavior
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.