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Show Results For
-
All HBS Web
(2,902)
- People (5)
- News (352)
- Research (2,251)
- Events (6)
- Multimedia (3)
- Faculty Publications (1,489)
- Research Summary
Consumer-Brand Relationships and CRM
By: Jill J. Avery
This highly pragmatic stream investigates the contemporary practice of customer relationship management (CRM) by exploring the phenomenological, lived experience of consumers' relationships with brands. Using a contracting theory lens supplemented with knowledge of...
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- 2015
- Book
Strong Brands, Strong Relationships
By: Susan Fournier, Michael Breazeale and Jill Avery
From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of...
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Keywords:
Brand Building;
Brand Management;
CRM;
Marketing;
Brands and Branding;
Marketing Communications;
Advertising;
Customer Relationship Management;
Customer Focus and Relationships;
Advertising Industry;
Apparel and Accessories Industry;
Consumer Products Industry
Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
Strong Brands, Strong Relationships
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that... View Details
- Research Summary
Consumer's Relationships with Technologies
Susan M. Fournier is involved with two lines of research investigating consumers' relationships with technological products. The first project (with Professor David Mick of the University of Wisconsin) concerns 'everyday technologies' such as... View Details
- 2019
- Chapter
Markets as Networks: The Dynamics and Implications of Interorganizational Network Structures
By: Ranjay Gulati and Maxim Sytch
We discuss existing research that applies a relational, socio-structural lens to studying organizations and markets. Research in this field has described markets first and foremost as networks of enduring relationships and repeated interactions among organizations. We...
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Gulati, Ranjay, and Maxim Sytch. "Markets as Networks: The Dynamics and Implications of Interorganizational Network Structures." In The Palgrave Encyclopedia of Strategic Management. Continuously updated edition, edited by Mie Augier and David J. Teece. Palgrave Macmillan, 2019. Electronic. (Pre-published, October 2013 and updated in 2014.)
- June 2016
- Teaching Note
Filene's Basement: Inside a Fired Customer's Relationship
By: Jill Avery and Susan Fournier
How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case...
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- July 2010 (Revised January 2017)
- Background Note
Marketing Analysis Toolkit: Customer Lifetime Value Analysis
By: Thomas Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset...
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Keywords:
Customer Lifetime Value;
Return On Investment;
Customer Acquisition;
Customer Retention;
Customer Churn;
"Marketing Analytics";
Marketing;
Customer Relationship Management;
Customer Focus and Relationships;
Customer Value and Value Chain;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Measurement and Metrics;
Strategic Planning;
Value
Steenburgh, Thomas, and Jill Avery. "Marketing Analysis Toolkit: Customer Lifetime Value Analysis." Harvard Business School Background Note 511-029, July 2010. (Revised January 2017.)
- Article
Bureaucratic versus Craft Administration: The Relationship of Market Structure to the Construction Firm
By: Robert G. Eccles Jr.
Eccles, Robert G., Jr. "Bureaucratic versus Craft Administration: The Relationship of Market Structure to the Construction Firm." Administrative Science Quarterly 26, no. 3 (September 1981): 449–469.
- January 2014 (Revised November 2021)
- Case
Filene's Basement: Inside a Fired Customer's Relationship
By: Jill Avery and Susan Fournier
How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case...
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Keywords:
CRM;
Retailing;
Marketing;
Consumer Behavior;
Customer Relationship Management;
Customer Focus and Relationships;
Customer Satisfaction;
Marketing Strategy;
Brands and Branding;
Retail Industry;
United States
Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Case 314-076, January 2014. (Revised November 2021.)
- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders....
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Keywords:
Mastercard;
Financial Services;
Ingredient Brand;
B2B2C;
Experiential Marketing;
Digital Marketing;
ROI;
Marketing;
Customer Focus and Relationships;
Business and Stakeholder Relations;
Brands and Branding;
Internet and the Web;
Investment Return;
Financial Services Industry
Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
- July–August 2014
- Article
Unlock the Mysteries of Your Customer Relationships
By: Jill Avery, Susan Fournier and John Wittenbraker
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies...
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Keywords:
Brand Management;
CRM;
Brands and Branding;
Marketing;
Marketing Strategy;
Customer Focus and Relationships;
Customer Relationship Management;
Consumer Products Industry;
Retail Industry;
United States
Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.
- 23 Jun 2003
- Research & Ideas
Building a Better Buyer-Seller Relationship
Buyers and sellers in mature industrial markets can turn single transactions into long-term beneficial relationships by a deeper understanding of the complex connection between the two, says Harvard Business...
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Keywords:
by Martha Lagace
- 1993
- Report
Relationships Between Providers and Users of Market Research: The Role of Personal Trust
By: Rohit Deshpandé, G. Zaltman and C Moorman
Unlock the Mysteries of Your Customer Relationships
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: People now expect companies...
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The Value of Trading Relationships in Turbulent Times
Our recent work investigates dealers' trading behavior and pricing strategy in the corporate bond market to shed new light on the role of the network of existing relationships among dealers in shaping the transmission of risk and influencing market liquidity. We show...
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- December 2016
- Article
Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum
By: Ragnar Lund and Stephen A. Greyser
This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship...
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Keywords:
Sponsorship;
Co-marketing;
Partnerships;
International Marketing;
Arts Marketing;
Relationship Marketing;
Museums;
Resource Integration;
Marketing;
Partners and Partnerships;
Financial Institutions;
Arts
Lund, Ragnar, and Stephen A. Greyser. "Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum." Journal of Business and Policy Research 11, no. 2 (December 2016): 156–177.
- September–October 2002
- Article
Market Power and Power Markets
By: Jurgen Weiss
The paper provides results of a serious of experiments with experienced subjects exploring the relationship between elements of electricity market design and competitive outcomes. The two primary variables examined are a) the price formation (nodal versus uniform with...
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Weiss, Jurgen. "Market Power and Power Markets." Interfaces 32, no. 5 (September–October 2002): 37–46.
- Article
Hiring Teams, Firms and Lawyers: Evidence of the Evolving Relationships in the Corporate Legal Market
By: Ashish Nanda, Michele DeStefano Beardslee, John C. Coates and David B. Wilkins
Nanda, Ashish, Michele DeStefano Beardslee, John C. Coates, and David B. Wilkins. "Hiring Teams, Firms and Lawyers: Evidence of the Evolving Relationships in the Corporate Legal Market." Law & Social Inquiry 36, no. 4 (Fall 2011): 999–1031.
- 21 Apr 2008
- Research & Ideas
The New Math of Customer Relationships
been reminded of it in various ways. First, of course, there are those organizations known to us that use the ideas for a range of purposes, all the way from guiding their marketing and service efforts to providing a cornerstone for their...
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Keywords:
by Sean Silverthorne
- 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.