Case | HBS Case Collection | June 2014 (Revised March 2016)

Relating to Peapod

by Susan Fournier and Jill Avery


Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case histories are brought to life using extensive quotes from these selected longitudinal interviews. Closes with short vignettes describing the experiences of four additional service users so that students can offer relationship predictions using process insights derived from the detailed case studies. Together, the data-driven exercises are designed to deepen students' understanding of the development processes characterizing consumer-firm/brand interactions over time, toward the goal of more informed relationship marketing strategies and sharper brand relationship executions.

Keywords: Brands and Branding; Service Industry; Boston;


Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.)