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The Elements of Value (Spanish version)
Almquist, Eric; Senior, John; Bloch, NicholasArticle HBS-R1609CMarketingdescribing their behavior around products and services. They arrange the elements in a pyramid according to four kinds of needs, with "functional" at the bottom, followed by "emotional," "life changing," and then "social impact" at the peak. The authors provide real-world examples to demonstrate how companies have used the elements to grow revenue, refine product design to better meet customers' needs, identify where customers perceive strengths...Starting at €8.20
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The Elements of Value
Almquist, Eric; Senior, John; Bloch, NicholasArticle HBS-R1609C-EMarketingWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities for companies to improve their performance in existing markets or break into new markets. In the right combinations, the authors' analysis shows, those elements will pay off in stronger customer loyalty, greater consumer willingness to try a particular brand, and sustained revenue growth....Starting at €8.20
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Should You Listen to the Customer (Commentary for HBR Case Study)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209Z-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20
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Should You Listen to the Customer? (HBR Case Study and Commentary)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209L-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20
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Should You Listen to the Customer (HBR Case Study)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209X-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20