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Boosting Demand in the "Experience Economy"
Harvard Business ReviewArticle HBS-F1501A-EMarketingJust a few years after its 2005 opening, Georgia Aquarium faced a challenge common to all experience-based businesses: After an initial rush of traffic, attendance declines as the novelty wears off. So the facility brought in V. Kumar, a Georgia State University expert on marketing research and customer engagement, who used data analysis and marketing models to identify and acquire the most-valuable future customers. Kumar's team found the top zi...Starting at €8.20
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Revolutionizing Customer Service
Harvard Business ReviewArticle HBS-F1604A-EMarketingMany companies want to raise their level of customer service--but how? The typical response is to rewrite frontline employees' scripts and conduct pilot projects. Those tactics may be fine for a company whose service operation is functioning reasonably well. But if the operation is badly broken, or the industry is being disrupted and customers suddenly have many more choices, argue Singapore-based researchers and consultants Jochen Wirtz and Ron ...Starting at €8.20
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How to Make the Most of Omnichannel Retailing
Harvard Business ReviewArticle HBS-F1607A-EMarketingOne of the biggest challenges for brick-and-mortar retailers is competing with online-only sellers such as Amazon. The conventional "omnichannel" strategy is to encourage consumers to shop across channels. But few retailers have closely examined the profitability of such efforts, and they typically pay little attention to how far a customer lives from the store. New research led by Temple University's Xueming Luo shows that distance is a crucial ...Starting at €8.20
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Preserve the Luxury or Extend the Brand, Debrief Slide
Harvard Business ReviewCase HBS-HPT007-EMarketingSlide supplements for product numbers R1101R, R1101Z, and R1101Z.Starting at €8.20
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When Scandal Engulfs a Celebrity Endorser
Harvard Business ReviewArticle HBS-F1903A-EMarketingResearch has shown that firms tend to suffer financially when a celebrity endorser becomes mired in a scandal, but the literature to date has offered little practical guidance. A new study, involving 128 incidents that generated negative publicity, finds that firms taking no action after an event--the path most follow--generally do poorly. Its authors also discovered a surprise: Companies that engage with a situation and handle it well don't just...Starting at €8.20
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Why Soliciting Donations at the Cash Register Can Backfire
Harvard Business ReviewArticle HBS-F2002A-EMarketingPhilanthropic organizations rely heavily on point-of-sale solicitations--but a new series of studies shows that consumers often react negatively, perceiving the request as a violation of their social contract with the retailer. This can lead to diminished satisfaction and a decreased likelihood of revisiting and recommending the store. The researchers outline several strategies for inspiring customers to donate while minimizing the risk of a back...Starting at €8.20
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When Neuromarketing Crosses the Line
Harvard Business ReviewArticle HBS-R1907B-EMarketingThree leading researchers--a marketing professor, a philosopher, and a neuroscientist--talk with HBR about the ethical implications of neuromarketing. Although consumers typically accept that their purchase behavior is public, these experts say, they think of their brains and thoughts as private, which can lead to backlash against organizations that use neuromarketing tools. And while informed consent is standard in the academic world, it's not a...Starting at €8.20
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CAEI: Impulsando la innovación y la rentabilidad en el sector agrario
Villafuerte Martin, Antonio; De Cote, Jose AntonioCase IIST-MI-157MarketingCAEI es la segunda empresa productora de caña de azúcar de República Dominicana. En 2010 inició un proceso de transformación estratégica del negocio que la ha convertido en 2017 en una de las empresas más rentables y competitivas de la industria azucarera en el Caribe. El caso describe esa transformación, así como los retos a los que se enfrenta la empresa (y el conjunto de la industria) en 2017.Starting at €8.20
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CAEI: Driving innvotaion and profitability in the agricultural sector
Villafuerte Martin, Antonio; De Cote, Jose AntonioCase IIST-MI-157-E-EMarketingCAEI is the second largest producer of sugar cane in the Dominican Republic. In 2010, it undertook a strategic business transformation that resulted in CAEI being, by 2017, one of the most profitable and competitive companies in the sugar industry in the Caribbean. This was achieved mainly thanks to the incorporation of new technologies, the innovations introduced in processes, and a radical change in the way employees were treated and motivated....Starting at €8.20
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CAEI: Impulsando la innovación y la rentabilidad en el sector agrario - Nota del Instructor
Villafuerte Martin, Antonio; De Cote, Jose AntonioTeaching Note IIST-MITN-157MarketingCAEI es la segunda empresa productora de caña de azúcar de República Dominicana. En 2010 inició un proceso de transformación estratégica del negocio que la ha convertido en 2017 en una de las empresas más rentables y competitivas de la industria azucarera en el Caribe. El caso describe esa transformación, así como los retos a los que se enfrenta la empresa (y el conjunto de la industria) en 2017.Starting at €0.00