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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
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
Understanding Customer Experience
Sales & Marketing Magazine ArticleAnyone who has signed up for cell phone service, attempted to claim a rebate, or navigated a call center has probably suffered from a company's apparent... -
How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
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
Finance & Accounting 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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DigitalThink: Building a Sales Force
Innovation & Entrepreneurship Case Study6.95View Details A broad set of issues faces a young company in the Internet-based training business as it begins to sell its product to corporate customers. Issues include:... -
Marketing Reading: Creating Customer Value
Sales & Marketing Tool6.95View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Rapid Rewards at Southwest Airlines
Technology & Operations Case Study8.95View Details Southwest Airlines is well known as the low-fare airline that has achieved ongoing financial success in one of the most financially troubled industries... -
The Maggi Noodle Safety Crisis in India (C)
Finance & Accounting Case Study5.00View Details The local government in Delhi has ordered a ban on Nestlé's flagship product in India - Maggi Noodles, citing excessive lead content per government lab... -
Predicting Purchasing Behavior at PriceMart (A)
Finance & Accounting Case Study8.95View Details This case follows VP of Marketing, Jill Wehunt, and analyst Mark Morse as they tackle a predictive analytics project to increase sales in the Mom & Baby... -
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... -
Leading Digital: Turning Technology into Business Transformation
32.00View Details Become a Digital Master--No Matter What Business You're In. If you think the phrase "going digital" is only relevant for industries like tech, media,... -
Marketing Essentials
Sales & Marketing Tool99.00View Details No matter how good your product or service is, the way you communicate with your customers can determine its success. Discover the forces that influence... -
Customer Focus
Sales & Marketing Tool99.00View Details Only by putting customers front and center can companies pull ahead-and stay ahead-of their rivals. Learn how to identify your key customers, their changing... -
Merck: Managing Vioxx (G)
Finance & Accounting Case Study5.00View Details -
Keroche (B): Considering Entry into the Kenyan Beer Market
Strategy & Execution Case Study5.00View Details This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to... -
Telenor: Revolutionizing Retail Banking in Serbia: Digital Transformation of the Customer Experience
Sales & Marketing Case Study8.95View Details In this case study, we are analyzing how one of the biggest international telecommunications providers, Telenor, has used this weakness of financial institutions... -
Kaleidofin
Innovation & Entrepreneurship Case Study8.95View Details Kaleidofin was co-founded in 2017 by Puneet Gupta and Sucharita Mukherjee; former CFO and CEO of IFMR (Institute for Financial Management and Research)... -
Digital Natives Growing Without a Sales Force
Sales & Marketing Case Study8.95View Details This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a... -
Chadwick, Inc.: The Balanced Scorecard (Abridged)
Finance & Accounting Case Study8.95View Details The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten... -
H-E-B: Creating a Movement to Reduce Obesity in Texas
Sales & Marketing Case Study14.00View Details In January 2012, H-E-B Grocery Co., a private retail chain with stores located in Texas and Mexico, was introducing its Healthy at H-E-B program to its... -
PatientsLikeMe: Using Social Network Health Data to Improve Patient Care
Leadership & Managing People Case Study8.95View Details PatientsLikeMe, an health online community formed to provide value for patients in exchange for sharing their health data, had grown substantially since... -
On the Bubble: Startup Bootstrapping
Innovation & Entrepreneurship Case Study8.95View Details Bubble was a software company in the low-code/no-code market, making tools that allowed users without traditional programming backgrounds or technical... -
The Louvre
Sales & Marketing Case Study15.05View Details Once a royal residence and today one of the most photographed Parisian landmarks, the Louvre, home of iconic masterpieces, was the world's largest and... -
Innovation at the Boston Consulting Group
Strategy & Execution Case Study8.95View Details This case is about how the Boston Consulting Group has approached innovation from its founding to the present day. It discusses the role of the firm's...
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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
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
Understanding Customer Experience
Sales & Marketing Magazine ArticleAnyone who has signed up for cell phone service, attempted to claim a rebate, or navigated a call center has probably suffered from a company's apparent... -
How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
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 […]