HBSP (USA)
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The Road Ahead: Getting Results with the Net Promoter System--Adapting NPS to Meet the Future Challenges of a Customer-Driven World
Reichheld, Fred; Markey, RobBook Chapter HBS-8591BC-EThe notion that customer loyalty can be summarized and quantified in the response to one question ("How likely is it that you would recommend us to a friend or colleague?") can be threatening to market research departments, survey vendors, managers, and others both inside and outside your organization who have learned to play the game in the current system. In this chapter, world-renowned expert on loyalty economics Fred Reichheld and his Bain co...Starting at €8.20
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How Concepts Affect Consumption
Ariely, Dan; Norton, Michael I.Article HBS-F0906A-EMarketingDuke behavioral economist Ariely and Harvard Business School professor Norton explore how our consumption of concepts influences physical consumption, both positively and negatively.Starting at €8.20
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Sell Yourself!, Teaching Note
Steenburgh, Thomas; Norton, Michael I.Teaching Note HBS-507069-EMarketingTeaching note to (507-045). An abstract is not available for this product.Starting at €0.00
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Note on Evaluating Empirical Research
Norton, Michael I.Case HBS-512019-EMarketingThis note is intended to provide students with a basic understanding of how to evaluate empirical research papers. While reading both case studies and empirical research require close attention and scrutiny, evaluating empirical research requires a different "lens"-this note briefly outlines how to adopt this mindset. It includes a review of the major sections of an empirical research paper (Introduction, Method, Results, and Discussion), as well...Starting at €8.20
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What's the Deal with LivingSocial
Norton, Michael I.; Wathieu, Luc; Sigman, Betsy Page; Bertini, MarcoCase HBS-512065-EMarketingTim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"-in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the complicated sharing of risks and rewards between LivingSocial, participating retailers, and customers, focusing on the return on investment in both the short- and longer-term for LivingS...Starting at €8.20
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The $70K CEO at Gravity Payments
Weiss, Mitchell B.; Norton, Michael I.; Norris, Michael; McAra, SarahCase HBS-816010-ELeadership and People ManagementIn 2015, Gravity Payments CEO Dan Price took a massive pay cut to raise the minimum wage at his company to $70,000 annually. In the wake of a national discussion of wage equality, he was met with cheers and jeers. The company hoped that the buzz from the unorthodox move would generate enough new business to cover the increasing costs of compensation. Did Price make the right move? Would Gravity thrive or even survive?Starting at €8.20
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The Pepsi Refresh Project: A Thirst for Change
Norton, Michael I.; Avery, JillCase HBS-512018-EMarketingIn 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Consumers voted for their favorite ideas, and PepsiCo funded the winners with gran...Starting at €8.20
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elBulli: The Taste of Innovation
Norton, Michael I.; Villanueva, Julian; Wathieu, LucCase HBS-509015-EMarketingFerran Adri , chef at elBulli, the highest-ranked restaurant in the world for two consecutive years, faces two related decisions. First, Adri and his team must continue to develop new and different dishes for the ground-breaking cuisine at elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. In addition, they are also faced with the challenge of growing the business, exploring whether the core co...Starting at €8.20
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Repositioning the Brand (Spanish version)
Keinan, Anat; Avery, Jill; Wilson, Fiona; Norton, Michael I.Case HBS-513S34MarketingWell-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing ...Starting at €8.20
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EILEEN FISHER: Repositioning the Brand
Keinan, Anat; Avery, Jill; Wilson, Fiona; Norton, Michael I.Case HBS-512085-EMarketingWell-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing ...Starting at €8.20