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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
Sales & Marketing Magazine ArticleWhen a customer turns combative during a negotiation, it is important to avoid confrontation or compromise. Instead, a salesperson should lure the customer... -
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
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
Sales & Marketing Magazine ArticleSince its introduction, in 2003, the Net Promoter System, which measures how consistently brands turn customers into advocates, has become the predominant... -
6 Ways to Build a Customer-Centric Culture, Chinese Version
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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Aravind Eye Care System: Time to Shift Gears
Strategy & Execution Case Study8.95View Details Aravind Eye Care System (AECS) had a dream run on the growth path, providing affordable, quality eye care to its patients by building on economies of... -
OmniFoods: Plant-Based Pork from Hong Kong to the Rest of China
Sales & Marketing Case Study8.95View Details Green Monday Group (GMG) was founded in 2012 with a mission to "construct a multi-faceted global ecosystem of future food that combats climate change,... -
ONSET Ventures
Innovation & Entrepreneurship Case Study6.95View 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.... -
Marketing Reading: Creating Customer Value, Spanish Version
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Marketing Reading: Customer Centricity, Spanish Version
Sales & Marketing Tool15.90View Details Without customers, businesses could not succeed. The term "Customer Centric" has therefore become synonymous with proactive business strategy worldwide.... -
Analytics-Driven Transformation at Majid Al Futtaim: Building a Data-Driven, Test-&-Learn Culture to Drive Customer Value across Touchpoints in the Middle East
Strategy & Execution Case Study8.95View Details Majid Al Futtaim (MAF) is a lifestyle conglomerate present in 16 countries in the Middle East and North Africa, with annual revenues of $9.6 billion.... -
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... -
Elkay Plumbing Products Division, Chinese Version
Finance & Accounting Case Study8.95View Details The vice president of sales learns that the most profitable 1% of the division's customers generate 100% of profits, and that two of the division's largest... -
Mementos that Anchor Homes: Growing Joyous Group in the Business of Photos and Portraitures
Strategy & Execution Case Study8.95View Details Joyous Group Holdings, a small and medium enterprise, provides photography, portraiture services and regalia rental for graduation events in Singapore.... -
Allianz Turkey: Focus on the Customer (A)
Strategy & Execution Case Study14.00View Details 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... -
Talbots: A Classic, Spanish Version
Sales & Marketing Case Study8.95View Details This case traces why the $1 billion women's clothing retailer decided to attract younger customers, what went wrong, and the actions taken to recover.... -
Hillside Beach Club: Delivering the Ultimate Family Vacation in the Mediterranean
Sales & Marketing Case Study14.00View Details In 2015, Edip Ilkbahar, HBC's founder and CEO, was looking over the plans for a new branch in Cyprus. Since the inception of the company by the Alarko... -
Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market
Strategy & Execution Case Study8.95View Details This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the... -
LEGO® Products: Building Customer Communities Through Technology
Sales & Marketing Case Study8.95View Details This case takes students through the evolution of LEGO's business model from a traditional product-centric "make and sell" model to a more customer-centric... -
FanGo
Technology & Operations Case Study8.95View Details This case details the challenges Collin Wallace faced at FanGo, a mobile ordering technology company that he founded based on technology that he developed... -
What Is Customer Focus?, French Version
Sales & Marketing Tool99.00View Details Focusing on your customers delivers valuable benefits for them and for your organization. Discover why it's critical to understand customers' needs-sometimes... -
Raleigh & Rosse: Measures to Motivate Exceptional Service
Leadership & Managing People Case Study8.95View Details In January 2010, U. S. luxury goods retailer Raleigh & Rosse is being sued by its employees for encouraging "off the clock" hours. At the center of the... -
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)... -
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...
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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
Sales & Marketing Magazine ArticleWhen a customer turns combative during a negotiation, it is important to avoid confrontation or compromise. Instead, a salesperson should lure the customer... -
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 […]