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• Case | HBS Case Collection | 2013 (Revised from original 2009 version)

  Lawson: Becoming the Community Store of 9,000 Japanese Communities

  Linda A. Hill, Francisco de Asis Martinez-Jerez, Masako Egawa, Emily Stecker and Mayuka Yamazaki

  Keywords: Retail Industry; Japan;

  Citation:

  Hill, Linda A., Francisco de Asis Martinez-Jerez, Masako Egawa, Emily Stecker, and Mayuka Yamazaki. "Lawson: Becoming the Community Store of 9,000 Japanese Communities." Harvard Business School Case 409-112, March 2013. (Revised from original April 2009 version.)

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• Case | HBS Case Collection | 2013 (Revised from original 2010 version)

  HubSpot: Lower Churn through Greater CHI

  F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem

  HubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the customer selection, selling, and training processes. Students assess a metric, CHI (Customer Happiness Index) which HubSpot uses to predict which customers will churn, and suggest alternatives to improve the firm's predictions. Students develop programs to reduce churn post-hoc and then reengineer the company's marketing, selling, and customer relationship management processes to manage churn proactively through market segmentation and targeting, product design, and customer interactions.

  Keywords: Business Startups; Customer Relationship Management; Customer Satisfaction; Customer Value and Value Chain; Forecasting and Prediction; Consumer Behavior; Happiness; Consulting Industry;

  Citation:

  Martinez Jerez, F. Asis, Thomas Steenburgh, Jill Avery, and Lisa Brem. "HubSpot: Lower Churn through Greater CHI." Harvard Business School Case 110-052, March 2013. (Revised from original January 2010 version.)

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• Supplement | HBS Case Collection | 2012

  Ashanti Goldfields Company Limited (A) (CW)

  Peter Tufano

  Citation:

  Tufano, Peter. "Ashanti Goldfields Company Limited (A) (CW)." Harvard Business School Spreadsheet Supplement 213-710, December 2012.

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