Report CopyRight/DMCA Form For : Marketing
TN Harvard Business School 595057 HubSpot Inbound Marketing and Web 2 0 Winner of the 2014 Case Centre Award in the Category of Marketing HubSpot an entrepreneurial venture has been facing significant challenges in its quest for growth This case introduces the concept of inbound marketing pulling customer prospects
Harvard Business Publishing serves the finest learning institutions worldwide with. a comprehensive catalog of case studies journal articles books and elearning. programs including online courses and simulations In addition to material from. Harvard Business School and Harvard Business Review we also offer course. material from these renowned institutions and publications . ABCC at Nanyang Tech University INSEAD, Babson College Ivey Publishing. Berrett Koehler Publishers Journal of Information Technology. Business Enterprise Trust Kellogg School of Management. Business Expert Press McGraw Hill, Business Horizons MIT Sloan Management Review. California Management Review North American Case Research Association. CLADEA BALAS NACRA , Columbia Business School Perseus Books. Crimson Group USA Princeton University Press, Darden School of Business Program on Negotiation PON . at Harvard Law School, Design Management Institute. Public Education Leadership Project, European School of Management and. Technology ESMT Rotman Management Magazine, Harvard Kennedy School of Government Social Enterprise Knowledge Network. Harvard Medical School Global Health Stanford Graduate School of Business. Delivery Thunderbird School of Global Management, HEC Montr al Centre for Case Studies Tsinghua University. IESE Business School UC Berkeley Haas School of Business. IMD International Institute for Management University of Hong Kong. Development WDI Publishing at the University of Michigan. Indian Institute of Management Ahmedabad The Wharton School University of. Indian Institute of Management Bangalore Pennsylvania. Indian School of Business, CUSTOMER SERVICE AND, TECHNICAL SUPPORT. 24 hours a day 7 days a week, Customer Service , 1 800 545 7685 1 617 783 7600. outside the U S and Canada , custserv hbsp harvard edu. Technical Support , 1 800 810 8858 1 617 783 7700. outside the U S and Canada , techhelp hbsp harvard edu. CORE CURRICULUM READINGS IN MARKETING, Core Curriculum Readings in Marketing cover the fundamental concepts theories and. frameworks that business students must learn Authored primarily by faculty at Harvard. Business School each Reading is about 20 30 pages and comes with a Teaching Note. and Exhibit Slides Many also include Interactive Illustrations New student experience. allows for highlighting note taking and seamless mobile access Test Banks are coming. soon The 18 Marketing Readings are , ramework for Marketing. Strategy Formation,Robert J Dolan,Marketing Intelligence INTERACTIVE ILLUSTRATION. Robert J Dolan Leslie John Conjoint Analysis, reating Customer Value. C INTERACTIVE ILLUSTRATIONS,Sunil Gupta Economic Value to Customer. 8176 Multiattribute Model for Laptop Preference, P G s Thank You Mom London Olympics Campaign. Customer Centricity VIDEOS, Rohit Deshpand Customer Centricity. 8171 Customers Not Consumers, Customer Management INTERACTIVE ILLUSTRATIONS. Sunil Gupta Customer Lifetime Value, 8162 Expected Customer Lifetime Value. Margin Multiple, Consumer Behavior VIDEOS, and the Buying Process Use Social Media to Listen to Customers. John T Gourville Harnessing Creativity, Michael I Norton United Breaks Guitars. Business to Business Marketing INTERACTIVE ILLUSTRATION. Frank V Cespedes Benefit and Decision maker Stacks. Das Narayandas,Global Marketing VIDEOS, Rohit Deshpand Balancing Tensions between Local and. 8182 Global Marketing Demands, Creating a Novel Product for a Specific Foreign Market. Continues on next page, TN Teaching Note Available H B S P H A R VA R D E D U 1. Segmentation and Targeting INTERACTIVE ILLUSTRATIONS. Sunil Gupta Dog Food Segmentation, 8219 Pregnancy Test Device Market. GE Healthcare Case Parts 1 6,Brand Positioning INTERACTIVE ILLUSTRATION. Jill Avery Sunil Gupta Watch Branding Using Perceptual Maps. 8197 to Understand Market Position,Brands and Brand Equity VIDEOS. Rohit Deshpand A Wedge of Lime,Anat Keinan How Google Markets with Emotion. Competitive Strategies INTERACTIVE ILLUSTRATIONS, 8158 Prisoner s Dilemma Theory. The 2 Choices to Make in Strategy, Marketing Myopia. Porter s 6 Forces,Product Policy INTERACTIVE ILLUSTRATIONS. Robert J Dolan Altius Golf Ball Positioning, 8208 Product Bundling. Strategies for Creating New Product Categories, Using Customer Feedback to Manage the Uncertainty. of Product Innovation, Pricing Strategy INTERACTIVE ILLUSTRATIONS. Robert J Dolan Break Even Quantity, John T Gourville Pricing Marginal Math. 8203 Value Stack, eveloping and Managing,D INTERACTIVE ILLUSTRATIONS. Channels of Distribution Channel Margins Tool,V Kasturi Rangan Channel Profiles. ales Force Design,S INTERACTIVE ILLUSTRATION,and Management Salesforce Compensation. Doug J Chung VIDEOS,Das Narayandas Frontline Employees. 8213 Aligning Strategy and Sales, Invest in Engagement. 2 MARKETING 2017 , Digital Marketing INTERACTIVE ILLUSTRATION. Sunil Gupta Joseph Davin Search and Display Advertising ROI . 8224 VIDEOS, AdWords Plan Your Campaign, Ads Manager A Facebook Ads Tutorial. Coca Cola Hong Kong Multiscreen Ad Campaign, HubSpot CEO Interview on Inbound Marketing. United Breaks Guitars, Advertising Symbiosis The Key to Viral Videos. Marketing Communication INTERACTIVE ILLUSTRATIONS. Jill Avery Thales S Teixeria Budgeting for Marketing Communications. 8186 Viral Effect of Marketing, Taco Bell Routine Republic Advertisement. Cracking the Code of Super Bowl Ad Effectiveness, See more Core Curriculum Readings at hbsp harvard edu corecurriculummarketing. Cases slices of business life focus on actual problems and decisions facing a company . Students are challenged to put themselves in the protagonist s place and suggest. business strategies tactics and solutions ,Chilli Beans Peace Love and Sunglasses. This case illustrates how Chilli Beans became the most popular sunglasses retailer in Brazil. and the issues it faced when expanding into the U S What foreign markets should be. prioritized How should it differentiate its products while maintaining brand consistency . What channels should be employed and what role should e commerce play . Harvard Business School 516020, In 2015 COFCO China s state owned agribusiness giant was working to protect China s. food security by extending its control of the global food system through overseas. acquisitions At the same time COFCO sought to grow its market share in China s. competitive branded foods market This case allows for discussion of the Chinese. marketplace and the evolving approach to business structures taken by the Chinese. government Harvard Business School 516057,Does Mattel s Iconic Barbie Doll Need a Makeover . In 2015 the Barbie doll was one of the world s most iconic toys However both the industry. landscape and consumer preferences were changing and consumers criticized the toy for. providing an unrealistic vision of how women should look and dress and the careers they. should pursue TN Ivey Publishing W16090, TN Teaching Note Available H B S P H A R VA R D E D U 3. Fair Lovely vs Dark Is Beautiful, Women of Worth WOW is an organization that seeks to empower women and has fought. against skin color based discrimination through its Dark is Beautiful campaign Yet many. Indians still aspire have fair skin What should WOW do to bolster its anti discrimination. efforts Harvard Business School 516079,Housing com Marketing a Service Offering. Housing com was a Mumbai based online real estate listing company that verified the. authenticity of every property listing on its web site The company was adding value for. buyers but constraining the number of listings on the portal How should the company. manage traffic and encourage more visitors TN Ivey Publishing W16234. Case Flash Forward The New York Times Paywall 2013 . Case Flash Forwards provide a brief update of key changes at a particular company in. a related case study This case flash forward provides an update on the New York Times. Paywall case 412077 including significant developments current executives key readings . and basic financials Baker Library Harvard Business School 8620. Case Flash Forward Snapple 2003 , Case Flash Forwards provide a brief update of key changes at a particular company in. a related case study This case flash forward provides an update on the Snapple case. 599126 including significant developments at the Dr Pepper Snapple Group current. executives key readings and basic financials Baker Library Harvard Business School 8596. Sentient Jet The Uber of Private Jets, Sentient Jet had invented the Uber of private jets before Uber even existed With over. 15 years of experience the company was serving more than 5 000 cardholders and. Andrew Collins president of Sentient Jet was considering various strategies to double the. company s size in the next few years Harvard Business School 516066. Starbucks Loyalty Reigns, By 2015 20 of Starbucks payments in the U S came through its mobile app a tool to. drive loyalty and grow the customer base Starbucks partnered with iTunes as early as 2007 . and by 2015 94 of Facebook users were either fans of Starbucks or friends with a fan This. case explores the company s commitment to mobile and social media and considers what it. takes to drive loyalty TN Darden School of Business UV7116. TiVo Segmentation Analytics, ThinkAlike a fictitious marketing consulting firm was asked by TiVo to segment the market. for its new digital video recorder product This case asks students to analyze realistic data. and generate segments that will be useful for TiVo s marketing strategy . TN Kellogg School of Management KEL932,Under Armour s Willful Digital Moves. In 2013 less than 25 of Under Armour s sales came from its women s apparel and the. company was ready to expand into the female market segment The I Will What I Want . global women s marketing campaign was launched on a multichannel platform with social. media at its core TN Darden School of Business UV7147. With a Little Help from Nuestros Amigos Hispanics and Kidney Transplants. Dr Juan Caicedo was struck by the number of Hispanic patients on the kidney transplant. waiting list during his 3 years at Northwestern Memorial Hospital Did the Hispanic. population encounter unique barriers to transplantation and living donor usage Caicedo. considered creating a program to address these barriers . TN Kellogg School of Management KEL940, 4 MARKETING 2017 Reviews available to Premium Educators. Popular Cases,Aqualisa Quartz Simply a Better Shower. Aqualisa has just launched the most significant shower innovation in recent history the. Quartz shower The shower provides significant improvements in terms of quality cost and. ease of installation in addition the shower has received rave reviews from both consumers. and plumbers However early sales of the Quartz have been disappointing Marketing is now. faced with key decisions about whether to change channel strategy promotional strategy . and the overall positioning of the product in the context of the existing product line . TN Harvard Business School 502030,Black Decker Corp A Power Tools Division. This case presents Black Decker s performance against a Japanese competitor and others. in the power tools market Black Decker is anxious to regain its market share leadership in. specific segments of the market TN Harvard Business School 595057. HubSpot Inbound Marketing and Web 2 0, Winner of the 2014 Case Centre Award in the Category of Marketing. HubSpot an entrepreneurial venture has been facing significant challenges in its quest for. growth This case introduces the concept of inbound marketing pulling customer prospects. toward a business through the use of Web 2 0 tools and applications like blogging search. engine optimization and social media TN Harvard Business School 509049. IKEA Invades America, IKEA is the top furniture retailer in the world with over 154 stores in 22 countries The. company has 14 stores in the U S and plans to have 50 stores in operation in the U S . by 2013 The strategy centers on creating a distinctive brand for American consumers . TN Harvard Business School 504094, Excellent case Students loved it because they can all relate to IKEA given the brand s. target consumer The case notes are excellent This case is a great example of how. coproduction can help solidify consumer loyalty , Case review from Harvard Business Publishing for Educators web site . MINI USA Finding a New Advertising Agency A , Selling an intangible like advertising services is a difficult task The first step is to understand. what brands are looking for when they buy these services This case puts the students into. the roles of the seller an advertising agency named Butler Shine Stern and Partners and. the buyer MINI USA and asks them to develop a sales strategy for advertising services . Harvard Business School 508041,New York Times Paywall. The newspaper industry was suffering from revenue declines and the transition to digital. media was difficult The New York Times had choices in designing a new paywall including. determining digital content pricing and how to connect with readers of secondary web. sites and blogs that posted links to its articles TN Harvard Business School 512077. Product Team Cialis Getting Ready to Market, Lilly and Icos are preparing for the launch of a new drug Cialis to compete against Viagra . To position against incumbent Pfizer they must determine how to segment the market. and decide which target market to focus on The marketing plan should take advantage of. Cialis s medical profile and include the communication strategy to patients physicians and. partners TN HBS Premier Case Collection 505038, TN Teaching Note Available H B S P H A R VA R D E D U 5. Sephora Direct Investing in Social Media Video and Mobile. The senior vice president of Sephora Direct wants to double her budget for social media. and other digital marketing initiatives Several digital marketing initiatives over the past 2. years are starting to yield good results The increased budget will come at the expense of. traditional marketing programs and she must justify the investment . TN Harvard Business School 511137, This case tells the story of Snapple s rise and fall and poses the question Can it recover . Snapple went from local to national success and was ready to go international when the. founders sold the company to Quaker Quaker then sold the company in 1997 for a fraction. of its acquisition price after discovering the brand was harder to manage than anticipated . What action should the new owners take This case is accompanied by a Video Short . TN Harvard Business Publishing 599126,Virgin Mobile USA Pricing for the Very First Time. Dan Schulman CEO of Virgin Mobile USA must develop a pricing strategy for new wireless. phone services targeted toward consumers in their teens and 20s many of whom have. poor credit quality and uneven usage patterns Contrary to conventional wisdom Schulman. is convinced that he can build a profitable business based on this underrepresented target. segment The key is pricing Harvard Business Publishing 504028. BRIEF CASES, Rigorous and compact Brief Cases from Harvard Business School present realistic. management challenges for students to discuss Audio versions are available for select. Brief Cases to aid in student preparation ,Altius Golf and the Fighter Brand. A maker of high performance golf balls considers introducing a new golf ball called Elevate. to appeal to casual golfers The new line will be available through off course specialty. stores and big box retailers at a lower price The board of directors is divided on whether to. support the decision TN 913578,Atlantic Computer A Bundle of Pricing Options. Atlantic Computer a leading player in the high end server market has detected a market. opportunity in the basic server segment It has developed a new server and a software tool. to meet the needs of this market The central question revolves around how to price these. new offerings This case covers the challenges surrounding implementation of a value in use. strategy TN 2078,Cilkray Graphics, Cilkray Graphics sells specialized graphics processing units GPUs Each line targets a. segment of the professional market Cilkray s key competitor just announced the launch of. a new GPU that claims to be higher performing and lower priced than Cilkray s President. Marcus Crosby and his team must determine what to do next TN 916512. 6 MARKETING 2017 Reviews available to Premium Educators. Clean Edge Razor Splitting Hairs in Product Positioning. A health and beauty manufacturing company launches a new technologically advanced. vibrating razor into the highly competitive men s market for shaving products The product. manager struggles with positioning the product either as a niche razor for the high end. market or as a mainstream razor for the average consumer TN 4249. My MBA students enjoyed this case and were very creative in suggesting ad. mottos and slogans , Case review from Harvard Business Publishing for Educators web site . CleanSpritz, Sales of CleanSpritz all purpose cleaning spray have been steadily declining for the past 5. years and management believes the decline correlates to a growing environmental concern. among U S consumers CleanSpritz s management is considering several options to address. these concerns and brand manager Claire Beaton must present their recommendations for. the most effective strategy TN 914537, Clique Pens The Writing Implements Division of U S Home. Clique Pens Writing Implements division president Elise Ferguson has seen gross margins. drop from 42 in 2010 to just over 36 in 2012 as a result of various discounts allowances . and other off invoice deals She is now considering a move away from these discounts in. favor of market development funds TN 914525,Crescent Pure. Executives from Portland Drake Beverages are meeting to determine the appropriate. product positioning and advertising campaign for the launch of Crescent Pure a specialty. organic beverage Should Crescent Pure be positioned as an energy drink or a sports drink . or should it adopt broader positioning as an organic health and wellness beverage . TN 915539,Eco7 Launching a New Motor Oil, Aaron Jonnerson vice president of marketing at the automotive division of Avellin must. make marketing decisions for the launch of Eco7 an environmentally friendly motor oil The. company already must adapt to an increasingly commoditized market in which distribution. channels are changing Students make recommendations on pricing and distribution and. consider trade offs the company should make TN 916507. Ethiopia An Emerging Market Opportunity , This case includes a brief overview of the Ethiopian market market reforms and policies and. the business environment facing foreign companies Three multinational businesses CareCo . ShoeCo and MedCo must decide whether and how to enter the Ethiopian market Students. make a recommendation for each company based on the attractiveness of the market and. key factors for success TN 915501, In a Bind Peak Sealing Technologies Product Line Extension Dilemma. Peak Sealing Technologies PST is a manufacturer of premium carton sealing tapes When. a new competitor introduces a less expensive and inferior product product manager. Emma Taylor must decide if the company should augment its existing high quality product. line with a cheaper less effective product to compete keeping in mind the new line could. potentially cannibalize PST s premium line TN 914533. TN Teaching Note Available H B S P H A R VA R D E D U 7. Launching Krispy Natural Cracking the Product Management Code. Pemberton Products is looking to expand and acquires salty snack producer Krispy Inc . Market tests of Krispy products in Columbus Ohio show market share results that are. double the company projections while results in 3 cities in the southeastern U S fall well. below expectations The marketing director must interpret the test results and present his. recommendation for a national rollout TN 913574, Montreaux Chocolate USA Are Americans Ready for Healthy Dark Chocolate . The director of new product development at a chocolate company wants to introduce a new. line of dark chocolate with fruit to appeal to health conscious U S consumers She considers. 3 market testing alternatives to validate marketability and sales forecasts TN 914501. BEST SELLER Mountain Man Brewing Company, Mountain Man Beer Company brews just 1 beer Mountain Man Lager popular among blue . collar workers When the company experiences declining sales the CEO considers launching. a new light beer in the hope of attracting younger drinkers TN 2069 L. BEST SELLER Natureview Farm, A Vermont based producer of organic yogurt is the leading national brand sold in natural. food stores with 13 million in revenues When the company faces financial pressure to. increase revenues to 20 million due to a planned exit by its venture capital investors . the VP of marketing must decide whether to expand into the supermarket channel . TN 2073 L, This case is a well written compact case It is precise and enables me to deliver multiple. objectives for my session like trade margins channel choice channel conflict etc . Case review from Harvard Business Publishing for Educators web site . Reed Supermarkets A New Wave of Competitors, The marketing VP at a high end conventional supermarket chain is concerned about. increased competition from dollar stores and limited assortment stores offering very low. price points She must decide how to change the current marketing and positioning plan to. increase market share TN 4296, Reed is a great case for bringing to the forefront the demands put upon an area unit in the. context of a regional player due to differences in market potential . Case review from Harvard Business Publishing for Educators web site . Reliance Baking Soda Optimizing Promotional Spending. The new domestic brand director needs to create a marketing budget that delivers a profit. increase of 10 while weighing price increases the value of advertising and the role of the. brand within the company TN 4127 L, A very teachable case for both undergraduate and graduate students It is a classic problem. in product marketing how to boost sales of a mature rather boring product that doesn t. generate a lot of excitement , Case review from Harvard Business Publishing for Educators web site . 8 MARKETING 2017 Reviews available to Premium Educators. SafeBlend Fracturing, The CEO of SafeBlend Technologies must set a price for the company s environmentally. friendly fracturing fluid additive The firm is negotiating a new contract with its biggest. client Bristol Natural Gas With new competitors in the mix SafeBlend must weigh its. options to remain competitive while also maintaining current revenue TN 914513. StepSmart Fitness, The new CEO of StepSmart Fitness has hired 30 year old Benjamin Cooper to manage. the underperforming New England district A first time manager with no one to train. him Cooper must make decisions about termination of current employees the hiring. of additional salespeople and ways to increase productivity He is set to present his. conclusions to his also newly appointed manager the regional VP for the Northeast in a few. days TN 914509,The Fashion Channel, The new senior VP of marketing for the Fashion Channel considers changing the company s. traditional marketing approach by introducing a market segmentation program Students. must evaluate consumer research results calculate financial scenarios and make their own. recommendations TN 2075 L, Find more Brief Cases at hbsp harvard edu briefcases. MULTIMEDIA CASES, Available online Multimedia Cases put students in the center of business dilemmas by. bringing concepts to life with animated charts audio and video segments . Building Brand Community on the Harley Davidson Posse Ride. Students get inside one of the world s strongest brands to consider issues of brand loyalty . close to the customer philosophy the cultivation of brand community and the day to day. execution of relationship marketing programs TN 501009. The Coca Cola Company s Case for Creative Transformation. The Coca Cola Company was awarded Creative Marketer of the Year by the Cannes Lions. Festival This case provides an opportunity to look under the hood and understand the. main principles of Content 2020 the blueprint created to establish how all Coca Cola s. branding content should be procured tested and distributed TN 815714. Eataly Reimagining the Grocery Store, Within a few years of its operations the Italian based supermarket Eataly created buzz and. excitement among consumers and media Eataly s initial success was even more impressive. in an industry known for its intense competition and low margins How did Eataly manage. to grow so quickly and could it sustain its growth TN 515708. Launching the New MINI, Students are required to reverse engineer a wide variety of brand communication and. creative materials developed and produced by MINI USA executives and their ad agency. to support the MINI launch in the U S TN 505020, A case that students love especially undergrads because they don t have to guess a. communication strategy but reverse engineer it They have to understand the latent. strategy linking objectives and communication materials . Case review from Harvard Business Publishing for Educators web site . TN Teaching Note Available L Audio Version Available H B S P H A R VA R D E D U 9. Lenovo Building a Global Brand, When Chinese company Lenovo acquires IBM s PC division in 2004 the news makes. headlines but Lenovo is largely unknown to the rest of the world The firm sets out to. become a global technology giant and prepares to launch a high risk product line for small. and medium enterprises 508703,Marquee The Business of Nightlife. After 5 years an eternity in the nightclub industry Marquee is still one of NYC s hottest. clubs The owners are concerned about the club s staying power in the face of rising costs of. operation and increased competition 510702,Mountain Dew Selecting New Creative. Students consider the challenges of selecting creative in brand communications building a. brand in a turbulent cultural environment extending an advertising campaign and managing. the company agency relationship TN Instructor version available online 503038. The comprehensive background material storyboard video clips and produced TV spots. contribute to a realistic and entertaining learning experience for students . Case review from Harvard Business Publishing for Educators web site . Real Madrid Club de F tbol, Real Madrid one of the world s top soccer teams elects a new president who promises. to turn around club finances and extend the brand worldwide As reelection looms the. management team reflects on his branding initiatives and the risks opportunities and. challenges facing the club TN 505081, Terror at the Taj Bombay Customer Centric Leadership. On November 26 2008 terrorists launch a series of attacks in Mumbai India including an. attack at the Taj Mahal Palace and Tower Following the crisis the staff at the Taj receive. praise for their selfless actions in placing the safety of the guests ahead of their own . TN Instructor version available online 511703,Tyra Banks Personal Branding. Tyra Banks an American model and internationally recognized celebrity had built a strong. personal brand over the course of her career What kinds of projects should she take on. next In some ways the brand needed to evolve past Tyra herself and her numerous fans to. embody something more expansive How could she achieve this TN 513703. Wynton Marsalis Jazz at Lincoln Center, Despite the popularity of Jazz at Lincoln Center s events the U S audience for jazz is. small and aging relative to other music genres This case asks students to apply marketing. principles to the challenge that JALC faces in seeking to expand the reach of and. appreciation for jazz music despite a shrinking audience TN 515701. Find more Multimedia Cases at hbsp harvard edu elearning. 10 M A R K E T I N G 2 0 1 7 Reviews available to Premium Educators. ARTICLES, Articles from Harvard Business Review and other renowned journals provide up to the . minute ideas from the best business thinkers ,New Articles. Branding in the Age of Social Media, Marketers originally thought that Facebook YouTube and Twitter would let them bypass. mainstream media and connect directly with customers Yet social media seems to have. made brands less significant What happened Harvard Business Review R1603B. The CEO of Bolthouse Farms on Making Carrots Cool, When Jeffrey Dunn became the CEO of Bolthouse he had 20 years experience in the soft. drink industry If Coca Cola could persuade people to drink more than a billion servings. of its soda each day he wondered why couldn t Bolthouse do the same for a vegetable . Harvard Business Review R1510A,Competing on Customer Journeys. As technology has enabled shoppers to research and buy products online sellers have. scrambled after them trying to understand and satisfy their wants Savvy companies. are using new tools processes and organizational structures to proactively lead digital. customers from consideration to purchase and beyond Harvard Business Review R15511E. Don t Let Big Data Bury Your Brand, The credit card giant Capital One is known for its pioneering use of marketing analytics and. big data so it might be surprising to read about its recent realization that too much reliance. on those tools had left it without a meaningful brand Harvard Business Review R1511D. The New Science of Customer Emotions, When a company connects with customers emotions the payoff can be huge Yet building. such connections is often more guesswork than science To remedy that the authors have. created a lexicon of nearly 300 emotional motivators and using big data analytics have. linked them to specific profitable behaviors Harvard Business Review R1511C. Revolutionizing Customer Service, Many companies want to improve their customer service Singapore based researchers and. consultants Jochen Wirtz and Ron Kaufman give their recommendations for operations that. are badly broken based on their 25 years of work with global customer service operations . Harvard Business Review F1604A,What Are Your Signature Stories . A signature story is an authentic narrative with a strategic message that enables a firm to. grow by enhancing its brand customer relationships organization or business strategy . Such stories represent a critical asset that can provide inspiration and direction both inside. and outside of the firm California Management Review CMR620. Winning Back Lost Customers, For any service company that bills on a recurring basis a key variable is the rate of churn . how many customers cancel Firms with high churn spend a lot trying to replace defectors. with new customers New research indicates they may be better served by smart strategies. aimed at getting the right former customers to come back Harvard Business Review F1603A. TN Teaching Note Available H B S P H A R V A R D E D U 11. Popular Articles,Commercials Make Us Like TV More. New research reveals that commercials may actually make a viewing experience more. enjoyable In recent studies subjects rated programs with ads much higher than programs. without them The phenomenon at work here is adaptation the longer the experience. lasts the more people get used to it and the less they enjoy it But if that experience is. interrupted for instance with a commercial initial feelings of pleasure are retriggered . Harvard Business Review F1010E,Customer Intimacy and Other Value Disciplines. A study of over 40 companies found that market leaders like Dell Home Depot and. Nike succeed by narrowing their business focus not by broadening it Companies should. choose a value discipline that fits with their existing capabilities and culture and then push. themselves relentlessly to sustain it Harvard Business Review 93107. Customer Value Propositions in Business Markets, This article explains how companies selling to other businesses can ensure that customers. understand the unique value they offer compared with products and services from. competitors Suppliers can provide simple yet powerful value propositions by making their. offerings superior on the few elements that matter most to target customers . Harvard Business Review R0603F, Eager Sellers and Stony Buyers Understanding the Psychology of New Product. New products force consumers to change their behavior and that has a psychological cost . Many products fail because people irrationally overvalue the benefits of the goods they own. over those they don t possess Executives meanwhile overvalue their own innovations . This leads to a serious clash Harvard Business Review R0606F. Emotional Cues That Work Magic on Customers, Marketers have long understood that emotions play an important role in consumer decision. making New evidence suggests their influence is more nuanced than many are aware . A better understanding of emotions will help managers get the desired response from. consumers in order to maximize customer satisfaction and loyalty at every stage of the. encounter IESE Insight Magazine IIR054,How Do You Know When the Price Is Right . Robert J Dolan describes 2 broad qualities of an effective pricing process and provides. 8 steps to enable managers to develop and use such a process The pricing scorecard. included at the end of the article allows readers to evaluate how well their pricing practices. meet these guidelines Harvard Business Review 95501. How to Delight Your Customers, While many researchers have made contributions to the now extensive literature on. service quality there is less research on what constitutes delight in service quality and. how organizations can delight customers This article examines the differences between. customer satisfaction and customer delight notably the benefits of delighting rather than. merely satisfying customers California Management Review CMR328. 12 M A R K E T I N G 2 0 1 7 , If Brands Are Built over Years Why Are They Managed over Quarters . Brands are on the wane Many consumer goods companies blame the big box discount. retailers but this article has a different explanation Research suggests that companies have. damaged their brands by investing too much in short term price promotions and too little in. long term branding Harvard Business Review R0707H,Rediscovering Market Segmentation. This article explains the shortcomings of psychographic market segmentation and describes. a more effective segmentation approach The authors describe the elements of a smart. segmentation strategy explaining how segmentations meant to strengthen brand identity. differ from those capable of telling a company which markets it should enter and what. goods to make Harvard Business Review R0602G, A Step by Step Guide to Smart Business Experiments. Managers need to become adept at using techniques employed by scientists and medical. researchers in order to maximize value in basic business experiments The feedback from. even a handful of experiments can yield dramatic improvements This article provides a. step by step guide to conducting business experiments Harvard Business Review R1103H. Why Most Product Launches Fail, This article examines the 5 most frequent reasons that new products flop the company. can t support fast growth the product falls short of claims and gets bashed the item exists. in product limbo the product defines a new category and requires but does not get . substantial consumer education or the product is revolutionary but has no market The. authors describe real world examples of each kind of failure and suggest how companies. can avoid these pitfalls Harvard Business Review F1104A. Find more articles at hbsp harvard edu, SIMULATIONS. Online simulations present real world management challenges for students and. encourage classroom interaction and discussion Results are available immediately for a. comprehensive debrief session All simulations include a detailed Teaching Note . NEW Data Analytics Simulation Strategic Decision Making. 2016 Silver Medal Winner of the Serious Play Awards. Authored by big data expert Tom Davenport this single player simulation teaches students. the power of analytics in decision making Acting as the brand manager for a laundry. detergent students are tasked with turning around the brand s performance by using. sophisticated analytic techniques to understand current issues and determine the best. strategy for improving performance TN Seat Time 75 minutes 7050. This simulation helps bring an element of real world marketing practice to the classroom in. that it demonstrates to students what business levers marketers get to pull when solving. marketing problems Highly recommended addition to academic material for analytics . consumer behavior and other marketing courses Students love the dashboards and. discussion of results , Instructor review from Harvard Business Publishing for Educators web site . TN Teaching Note Available H B S P H A R V A R D E D U 13.