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Know Your Customers' "Jobs to Be Done"
Sales & Marketing Magazine ArticleFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,... -
How Brands Can Sell to Environmentally Conscious Nonconsumers
Organizational Development Digital ArticleThere is an undeniable gap between what consumers say they want and what they are actually putting in their baskets. -
The Elements of Value
Customer strategy Magazine ArticleMeasuring—and delivering—what consumers really want -
Understanding Customer Experience
Customer experience Magazine ArticleCompanies that systematically monitor customer experience can take important steps to improve it—and their bottom line. -
How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
The Ordinary Heroes of the Taj
Organizational Development Magazine ArticleWhen terrorists attacked the Indian city of Mumbai in 2008, employees of the Taj Mumbai hotel displayed uncommon valor. They placed the safety of guests... -
Stop Trying to Delight Your Customers
Sales & Marketing Magazine ArticleThe notion that companies must go above and beyond in their customer service activities is so entrenched that managers rarely examine it. But a study... -
The Five Competitive Forces That Shape Strategy
Competitive strategy HBR BestsellerAwareness of the five forces can help a company understand the structure of its industry and stake out a position that is more profitable and less vulnerable to attack. -
Negotiating with a Customer You Can’t Afford to Lose
Negotiation strategies Magazine ArticleEight ways to save a disintegrating sale -
Putting the Service-Profit Chain to Work
Supply chain management Magazine ArticleEditor’s Note: This article sets out a simple, elegant, and ultimately tough-minded way to build profitability in a service business. Originally published in 1994, it offers as much today as it did then and is a perennial best seller. ♦ UPDATE: Learn about companies that are applying this timeless advice today. Top-level executives of outstanding […] -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
The Big Lie of Strategic Planning
Strategy & Execution Magazine ArticleStrategy making forces executives to confront a future they can only guess at. It's not surprising, then, that they try to make the task less daunting... -
The Value of Keeping the Right Customers
Sales & Marketing Digital ArticleA refresher on customer churn rate. -
One Number You Need to Grow
Sales & Marketing Magazine ArticleCompanies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of... -
5 Critical Priorities for the U.S. Health Care System
Business models Digital ArticleA guide to making health care more accessible, affordable, and effective. -
Net Promoter 3.0
Marketing Magazine ArticleA better system for understanding the real value of happy customers -
6 Ways to Build a Customer-Centric Culture
Sales & Marketing Digital ArticleStart by hiring people who really care about the customer experience. -
Design Thinking
Strategy & Execution HBR BestsellerIn the past, design has most often occurred fairly far downstream in the development process and has focused on making new products aesthetically attractive... -
Mapping Your Competitive Position
Product management Magazine ArticleA simple chart shows how much a customer will pay for a perceived benefit. This is more than a marketing aid, it’s a powerful tool for competitive strategy.
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Design Thinking and Innovation at Apple
Innovation & Entrepreneurship Case Study8.95View Details Describes Apple's approach to innovation, management, and design thinking. For several years, Apple has been ranked as the most innovative company in... -
Yemeksepeti: Growing and Expanding the Business Model through Data
Innovation & Entrepreneurship Case Study15.05View Details In October 2016, Nevzat Aydin, co-founder and CEO of Yemeksepeti, the Turkish online food-ordering company, was looking over the company's quarterly results... -
Magic: the Gathering - Harnessing an Engaged Player Community
Sales & Marketing Case Study8.95View Details This case study discusses Magic: the Gathering (Magic), a collectible card game that is owned by Wizards of the Coast (Wizards), a subsidiary of Hasbro.... -
Aman Resorts
Finance & Accounting Case Study8.95View Details Aman Resorts describes the operating model and philosophy of this high-end set of global properties. Aman relies on employees taking considerable initiative... -
GRIT Fitness
Innovation & Entrepreneurship Case Study8.95View Details In December 2018, GRIT Fitness was a growing chain of boutique fitness studios offering a variety of workout classes, including weightlifting, high intensity... -
BMG Entertainment
Strategy & Execution Case Study8.95View Details As dramatic changes in technology and customer tastes roil the music industry, the top executives of BMG Entertainment, one of the world's largest record... -
British Airways: Using Information Systems to Better Serve the Customer
Technology & Operations Case Study8.95View Details Explores the uses of scanning technology, interactive software, and powerful data bases to assist customer relations representatives in resolving customer... -
Airbnb, Etsy, Uber: Acquiring the First Thousand Customers
Sales & Marketing Case Study8.95View Details By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to... -
La Tour: Winning in the private hospital industry with value-based healthcare
Management Case Study8.95View Details This case describes the journey of a new CEO bringing an innovative vision and strategy to a for-profit hospital under new ownership. It shows the application... -
Sealed Air Corporation: Deciding the Fate of VTID (Abridged)
Sales & Marketing Case Study8.95View Details In mid 2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to... -
Petrobras: "Its First Child"
Sales & Marketing Case Study8.95View Details In 2002, Brazilian-based Petrobras joined the Argentine fuel retail (gas stations) market. The venture faced several challenges. On the one hand, Argentina... -
Harvard ManageMentor v11: Customer Focus Module
Sales & Marketing Tool99.00View Details A vital orientation tool with value for managers at all levels. Covers the critical components of servicing internal or external customers, with a compelling... -
Porcini's Pronto: "Great Italian cuisine without the wait!"
Technology & Operations Case Study8.95View Details Porcini's Inc. operates a chain of 23 full-service restaurants located near shopping malls and downtown areas in the northeastern United States. Known... -
Delivering the Goods at Shippo
Innovation & Entrepreneurship Case Study8.95View Details Laura Behrens Wu, CEO of software start-up Shippo, prepares her pitch for a Series A funding round following a successful seed round. Customer adoption... -
Indus Towers: From Infancy to Maturity
Organizational Development Case Study15.05View Details Indus Towers, the world's largest telecom tower company, is a joint venture between three telecom rivals in India. These rivals-Bharti Airtel, Vodafone... -
TD Canada Trust
Finance & Accounting Case Study8.95View Details The case illustrates the role of performance measurement and analytics in translating TD-Canada Trust's service model of "comfortable banking" into operational... -
Marketing Transformation at Mastercard
Sales & Marketing Case Study15.05View Details Since 2013, Mastercard CMO M. V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media... -
ONSET Ventures
Innovation & Entrepreneurship Case Study8.95View Details ONSET Ventures, is a venture capital firm focused on seed-stage start-ups. Describes the principles and strategies the firm has developed over its life.... -
Focusing on Your Customer
15.00View Details Closing individual sales, in most businesses, is not enough for success. Success depends on developing profitable lifetime relationships with customers.... -
HubSpot and Motion AI: Chatbot-Enabled CRM
Sales & Marketing Case Study8.95View Details HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software...
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Know Your Customers' "Jobs to Be Done"
Sales & Marketing Magazine ArticleFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,... -
How Brands Can Sell to Environmentally Conscious Nonconsumers
Organizational Development Digital ArticleThere is an undeniable gap between what consumers say they want and what they are actually putting in their baskets. -
The Elements of Value
Customer strategy Magazine ArticleMeasuring—and delivering—what consumers really want -
Understanding Customer Experience
Customer experience Magazine ArticleCompanies that systematically monitor customer experience can take important steps to improve it—and their bottom line. -
How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
The Ordinary Heroes of the Taj
Organizational Development Magazine ArticleWhen terrorists attacked the Indian city of Mumbai in 2008, employees of the Taj Mumbai hotel displayed uncommon valor. They placed the safety of guests... -
Stop Trying to Delight Your Customers
Sales & Marketing Magazine ArticleThe notion that companies must go above and beyond in their customer service activities is so entrenched that managers rarely examine it. But a study... -
The Five Competitive Forces That Shape Strategy
Competitive strategy HBR BestsellerAwareness of the five forces can help a company understand the structure of its industry and stake out a position that is more profitable and less vulnerable to attack. -
Negotiating with a Customer You Can’t Afford to Lose
Negotiation strategies Magazine ArticleEight ways to save a disintegrating sale -
Putting the Service-Profit Chain to Work
Supply chain management Magazine ArticleEditor’s Note: This article sets out a simple, elegant, and ultimately tough-minded way to build profitability in a service business. Originally published in 1994, it offers as much today as it did then and is a perennial best seller. ♦ UPDATE: Learn about companies that are applying this timeless advice today. Top-level executives of outstanding […]