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Case
| HBS Case Collection
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2012
(Revised from original 2010 version)
Emergia: Driving Profitability on Help Desk Contracts
F. Asis Martinez Jerez and Lisa Brem
Emergia wants to keep its customer happy with its contact center service, but the margins on the help desk contract are dangerously low. Can Miguel Neira, the COO, increase margins while preserving the customer relationship?
Keywords: Customer Relationship Management;
Customer Satisfaction;
Profit;
Job Cuts and Outsourcing;
Management Analysis, Tools, and Techniques;
Service Operations;
Performance Capacity;
Performance Evaluation;
Mathematical Methods;
Service Industry;
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Case
| HBS Case Collection
|
2012
(Revised from original 2010 version)
Todovino: Can Your Rival be Your Friend?
Asis Martinez-Jerez and Lisa Brem
Todovino sells Spanish wines through wine clubs and web sites. Founder-CEO Gonzalo Verdera has partnered with many companies to create cobranded wine clubs, but now he is pondering a joint venture with one of his rivals, a brick-and-mortar wine chain, where Todovino would provide the online presence for the chain. Should Verdera help his rival? What are the risks and benefits for Todovino?
Keywords: Joint Ventures;
Growth and Development Strategy;
Agreements and Arrangements;
Partners and Partnerships;
Competition;
Cooperation;
Online Technology;
Food and Beverage Industry;
Retail Industry;
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Case
| HBS Case Collection
|
2011
(Revised from original 2008 version)
ProntoWash: Washing the World's Cars to a Tango Beat
F. Asis Martinez Jerez and Katherine M. Miller
ProntoWash management considers whether franchising and the Balanced Scorecard could be combined to help customer-facing employees provide consistent service across the world and capture relevant management information. In 2007, ProntoWash, an international car-wash company based in Argentina, was planning for rapid growth through a combination of owned and franchised operations. CEO Sergio Kompel needed to find a performance management system that would help the firm maintain a unified focus and operational consistency in new and existing points of sale around the world. One measure that Kompel and his team were considering was the Balanced Scorecard, a tool traditionally used by top management. The challenge for ProntoWash was to design a Balanced Scorecard that would be accessible throughout the organization, from the executives in the central office, to the franchises, to the workers at the front line.
Keywords: Customer Focus and Relationships;
Growth and Development Strategy;
Balanced Scorecard;
Management Systems;
Franchise Ownership;
Performance Consistency;
Argentina;
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Supplement
| HBS Case Collection
|
2011
Q and A Sessions with Akhil Gupta, Deputy Group CEO and Managing Director of Bharti Enterprises
F. Asis Martinez Jerez and Lisa Brem
This tape includes the highlights of question and answer sessions with Akhil Gupta, Deputy Group CEO and Managing Director of Bharti Enterprises, one of the largest mobile phone companies in India. The video focuses on the challenges and lessons learned from Bharti's innovative outsourcing agreements. The Q&A sessions were recorded as part of Professor Asis Martinez-Jerez's Customer Intelligence Advantage elective class sessions in 2006, 2007, and 2009, held on the HBS campus.
Keywords: Management;
Mobile Technology;
Job Cuts and Outsourcing;
Agreements and Arrangements;
Innovation and Invention;
Telecommunications Industry;
India;
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Module Note
|
2011
How Customer Information Systems Drive Strategy: Customer Profitability
Francisco de Asis Martinez-Jerez
Keywords: Customers;
Information Management;
Marketing Strategy;
Commercialization;
Profit;
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Module Note
|
2011
The Boundaries of Customer Information Systems: Limiting Management Awareness of Strategic Opportunities
Francisco de Asis Martinez-Jerez
Keywords: Customers;
Information Management;
Boundaries;
Growth and Development Strategy;
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Teaching Note
| HBS Case Collection
|
2011
Todovino: Can Your Rival be Your Friend? (TN)
Francisco de Asis Martinez-Jerez
Teaching Note for 111071.
Keywords: Joint Ventures;
Cost vs Benefits;
Partners and Partnerships;
Brands and Branding;
Risk and Uncertainty;
Online Technology;
Food and Beverage Industry;
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Teaching Note
| HBS Case Collection
|
2011
Neck & Neck: Leveraging the Club Neck Information (TN)
Francisco de Asis Martinez-Jerez, Jasmijn Bol and Christopher Ittner
Teaching Note for 111112.
Keywords: Budgets and Budgeting;
Knowledge Use and Leverage;
Profit;
Planning;
Advertising Campaigns;
Mathematical Methods;
Apparel and Accessories Industry;
Retail Industry;
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Teaching Note
| HBS Case Collection
|
2011
Emergia: Driving Profitability on Help Desk Contracts (TN)
Francisco de Asis Martinez-Jerez
Teaching Note for#111-048.
Keywords: Customer Focus and Relationships;
Contracts;
Service Industry;
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Teaching Note
| HBS Case Collection
|
2011
(Revised from original 2006 version)
Strategic Outsourcing at Bharti Airtel Limited (TN)
Francisco de Asis Martinez-Jerez
Teaching Note to (107-003) and (107-004).
Keywords: Job Cuts and Outsourcing;
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Teaching Note
| HBS Case Collection
|
2011
(Revised from original 2007 version)
Slots, Tables, and All that Jazz: Managing Customer Profitability at the MGM Grand Hotel (TN)
Dennis Campbell and Francisco de Asis Martinez-Jerez
Teaching note to 106029.
Keywords: Games, Gaming, and Gambling;
Customers;
Profit;
Accommodations Industry;
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Module Note
|
2011
Customer-Centric Information and Control Systems in B2B Settings: The Case for Customer-Supplier Partnerships
Francisco de Asis Martinez-Jerez
Keywords: Customers;
Information;
Information Management;
Partners and Partnerships;
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Module Note
|
2011
Information and Control Systems for Customer-Centric Organizations
Francisco de Asis Martinez-Jerez
Keywords: Customer Focus and Relationships;
Information Technology;
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Teaching Note
| HBS Case Collection
|
2011
(Revised from original 2011 version)
Gucci Group: Freedom within the Framework (TN)
Francisco de Asis Martinez-Jerez
Teaching Note for 109079.
Keywords: Apparel and Accessories Industry;
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Supplement
| HBS Case Collection
|
2011
Emergia: Driving Profitability on Help Desk Contracts (CW)
F. Asis Martinez Jerez
Contact Data for September 2010, dictionary of terms, and agent login information.
Keywords: Contracts;
Citation:
Martinez Jerez, F. Asis. "Emergia: Driving Profitability on Help Desk Contracts (CW)." Harvard Business School Spreadsheet Supplement 111-703, April 2011.
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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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Case
| HBS Case Collection
|
2011
Cash Flow Productivity at PepsiCo: Communicating Value to Retailers
F. Asis Martinez Jerez and Lisa Brem
PepsiCo developed a new metric that better measured the value added by Pepsi products than did gross margin, the traditional metric used by retailers to determine shelf space and promotional activity. The new metric, cash flow productivity, captured the value of Pepsi's Direct-Store-Distribution (DSD) service and the strong attraction of its nationally advertised brands. Pepsi managers believed that their full service distribution service saved customers money and their strong brands generated more traffic and sales, but that most retailers, looking only at gross margins, missed this added value. Pepsi managers struggled to craft a strategy that would convince retailers to adopt cash flow productivity as a metric for making merchandising decisions in their stores.
Keywords: Customer Relationship Management;
Cash Flow;
Measurement and Metrics;
Distribution;
Performance Productivity;
Value Creation;
Food and Beverage Industry;
Retail Industry;
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Exercise
|
2011
Customer Intelligence Advantage: Module 2 Assignment
F. Asis Martinez Jerez
This exercise directs students to analyze a customer-centric firm by first understanding the elements that characterize a customer-centric organization, then by capturing and comparing this firm's approach to customer-centricity. Students interview three levels in the organization--CEO/leadership level, corporate unit level, and front-line/customer-facing employee level.
Keywords: Business Units;
Customer Focus and Relationships;
Customer Satisfaction;
Employees;
Knowledge Sharing;
Knowledge Use and Leverage;
Leadership;
Competitive Advantage;
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Supplement
| HBS Case Collection
|
2011
Dataset for "Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel" (CW)
Dennis Campbell and Francisco de Asis Martinez-Jerez
Datasets of gaming and hotel customers to perform analysis for the case.
Keywords: Data and Data Sets;
Games, Gaming, and Gambling;
Las Vegas;
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Supplement
| HBS Case Collection
|
2011
Dataset for "MercadoLibre.com" (CW)
Francisco de Asis Martinez-Jerez
Datasets of listings and powersellers transactions to perform analysis for the case.
Keywords: Accounting;
Data and Data Sets;
Management Analysis, Tools, and Techniques;
Citation:
Martinez-Jerez, Francisco de Asis. Dataset for "
MercadoLibre.com" (CW). Harvard Business School Spreadsheet Supplement 111-712, February 2011.
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Case
| HBS Case Collection
|
2011
(Revised from original 2005 version)
Understanding Customer Profitability at Charles Schwab
Francisco de Asis Martinez-Jerez
Charles Schwab is transforming into a customer-centric organization. Central to this cultural and organizational change is the utilization of customer profitability at different decision-making levels. Examines several technical aspects of the ABC cost system, as well as the change in budgeting and performance measurement introduced by the new profitability system. The system also shows how ABC informs segment and individual customer decisions (such as pricing or process improvement). Also examines Charles Schwab's necessary organizational changes (incentives, decision rights, etc.), as customer centricity is implemented throughout the firm.
Keywords: Activity Based Costing and Management;
Budgets and Budgeting;
Change Management;
Customer Relationship Management;
Customer Value and Value Chain;
Profit;
Organizational Change and Adaptation;
Organizational Culture;
Performance Improvement;
Motivation and Incentives;
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Case
| HBS Case Collection
|
2011
(Revised from original 2006 version)
CEMEX: Rewarding the Egyptian Retailers
Francisco de Asis Martinez-Jerez, Joshua Bellin and Carole Winkler
CEMEX has pursued an aggressive decommoditization strategy focused on its relationship with small Egyptian retailers. In particular, the strategic role and effectiveness of the Rewards Program, a tournament that rewarded the sales performance of the retailers, was called into question by Assiut Cement's management based on the results of its first two rounds.
Keywords: Marketing Strategy;
Performance Improvement;
Sales;
Motivation and Incentives;
Construction Industry;
Egypt;
Citation:
Martinez-Jerez, Francisco de Asis, Joshua Bellin, and Carole Winkler. "
CEMEX: Rewarding the Egyptian Retailers." Harvard Business School Case 106-065, January 2011. (Revised from original March 2006 version.)
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Case
| HBS Case Collection
|
2011
(Revised from original 2007 version)
Bankinter: Deploying the Mortgage Simulator to the Branches
Francisco de Asis Martinez-Jerez and Katherine Miller
Describes how Bankinter, a mid-sized Spanish bank, altered the information set available to its customer-facing employees. In the spring of 2003, Bankinter introduced an Excel-based program called the Mortgage Simulator that helped branch managers calculate the price of a mortgage and estimate the customer lifetime value (CLV). Facilitates a discussion of the impact of such a change in the information set for employees when the incentives and decision rights remain unchanged. Also examines the tradeoffs front-line employees face as they divide their efforts between reaching new customers and increasing the amount of cross-selling to existing customers.
Keywords: Customer Focus and Relationships;
Customer Value and Value Chain;
Banks and Banking;
Mortgages;
Employees;
Motivation and Incentives;
Spain;
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Teaching Note
| HBS Case Collection
|
2011
(Revised from original 2007 version)
Bankinter: Deploying the Mortgage Simulator to the Branches (TN)
Francisco de Asis Martinez-Jerez
Teaching note to 107070.
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Case
| HBS Case Collection
|
2011
(Revised from original 2009 version)
Gucci Group: Freedom within the Framework
Francisco de Asis Martinez-Jerez, Elena Corsi and Vincent Marie Dessain
Gucci Group's CEO had to decide if his decentralized management style was the most effective philosophy in an economic downturn. The sharing of customer information across units and its use in the creative process are key initiatives analyzed in the case. CEO Robert Polet joined the high-end fashion Gucci Group in 2004, after 26 years at one of the largest consumer goods companies. Since his arrival, the Group had grown both in revenues and profitability. Part of his secret was his decentralized and empowering management style. In 2008, in the midst of the economic downturn following the credit crunch crisis, Polet learned that after four years of growth the Gucci brand—the Group's largest business—would report a slowdown for the year's first semester. He knew that according to his management philosophy he should leave the primary decisions for the Gucci brand to Gucci's CEO. Yet, given the urgency of the situation, Polet wondered if it would be more effective to become directly involved in the brand's decision-making process. To anchor the discussion on Polet's management style, the case discusses how customer information is used in the creative process and whether it would be beneficial for the group to share customer information across stores, regions, and brands.
Keywords: Customer Relationship Management;
Decision Choices and Conditions;
Globalized Firms and Management;
Knowledge Sharing;
Leadership;
Management Style;
Management Systems;
Brands and Branding;
Apparel and Accessories Industry;
Citation:
Martinez-Jerez, Francisco de Asis, Elena Corsi, and Vincent Marie Dessain. "
Gucci Group: Freedom within the Framework." Harvard Business School Case 109-079, January 2011. (Revised from original April 2009 version.)
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Background Note
| HBS Case Collection
|
2011
(Revised from original 2010 version)
Using Regression Analysis to Estimate Time Equations
Francisco de Asis Martinez-Jerez and Ariel Andres Blumenkranc
This note presents a simple way to estimate time equations using regression analysis in Excel. The note quickly outlines regression analysis, then presents a real-life case example from the natural gas industry that students can use to gain experience developing and interpreting the results of time equations.
Keywords: Accounting;
Activity Based Costing and Management;
Mathematical Methods;
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Background Note
| HBS Case Collection
|
2010
(Revised from original 2008 version)
Accounting for Business Combinations: Acquisition Method
David F. Hawkins and F. Asis Martinez Jerez
A technical note reviewing business combinations and Goodwill accounting under the Statement of Financial Accounting Standards, No. 141R.
Keywords: Goodwill Accounting;
Mergers and Acquisitions;
Standards;
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Teaching Note
| HBS Case Collection
|
2010
(Revised from original 2004 version)
Caja Espana: Managing the Branches to Sell (TN) (A) and (B)
Francisco de Asis Martinez-Jerez
Teaching Note to 104044 and 105012.
Keywords: Sales;
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Case
| HBS Case Collection
|
2010
Liza Davis and the Bargain Hunting Customer
Francisco de Asis Martinez-Jerez and Lisa Brem
Liza Davis, an upscale women's fashion retailer, is reeling from worldwide recession and lower demand. Should the company target the fast growing bargain hunter segment or hold the line on price discounts to preserve their brand image? Customer profitability calculations show that the bargain hunting customer loses money--does that mean they should ignore this customer in favor of full price shoppers?
Keywords: Competitive Strategy;
Price;
Product Positioning;
Customer Value and Value Chain;
Business Cycles;
Financial Crisis;
Profit;
Knowledge Use and Leverage;
Fashion Industry;
Retail Industry;
Citation:
Martinez-Jerez, Francisco de Asis, and Lisa Brem. "Liza Davis and the Bargain Hunting Customer." Harvard Business School Case 111-040, September 2010.
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Supplement
| HBS Case Collection
|
2010
Using Regression Analysis to Estimate Time Equations (CW)
Francisco de Asis Martinez-Jerez
This note presents a simple way to estimate time equations using regression analysis in Excel. The note quickly outlines regression analysis, then presents a real-life case example from the natural gas industry that students can use to gain experience developing and interpreting the results of time equations.
Keywords: History;
Management Practices and Processes;
Activity Based Costing and Management;
Learning;
Outcome or Result;
Financial Statements;
Experience and Expertise;
Adoption;
Communication Technology;
Knowledge Acquisition;
Management Skills;
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Case
| HBS Case Collection
|
2010
(Revised from original 2009 version)
Neck & Neck: Leveraging the Club Neck Information
Francisco de Asis Martinez-Jerez, Jasmijn Bol, Christopher Ittner and Katherine Miller
Commercial Director Prado wonders how to leverage the loyalty card information to prepare the fall 2008 budget. The case discusses the value of subjective and objective information for profit-planning purposes. Spanish children's apparel retailer Neck & Neck uses loyalty card information for tactical purposes, such as promotional campaigns. Its management team is thinking about how to incorporate that information to the budgeting (profit-planning) process. From an analytical standpoint the case looks at the surprising results of a mailing campaign that reveals the consequences of inadequate updating of the customer database. Also, the budgeting data in the case may be used to teach regression model selection and R-squared.
Keywords: Customer Relationship Management;
Profit;
Knowledge Use and Leverage;
Marketing;
Consumer Behavior;
Retail Industry;
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Case
| HBS Case Collection
|
2012
(Revised from original 2010 version)
Indus Towers: Collaborating with Competitors on Infrastructure
Ranjay Gulati, Francisco de Asis Martinez-Jerez, V.G. Narayanan and Rachna Tahilyani
The case describes the formation of Indus Towers, the largest telecom tower company in the world that has a joint venture created to build and manage the passive infrastructure of wireless telecom operators by bringing together three competitors in India's tough telecom market—Bharti Airtel, Vodafone Essar, and Idea Cellular—and merging their tower holdings. It focuses on the issue as to how do you collaborate with your competitors in setting up towers but engage in a brutal competition with them in the marketplace?
Keywords: Joint Ventures;
Cost Management;
Infrastructure;
Alliances;
Competition;
Cooperation;
Telecommunications Industry;
India;
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Case
| HBS Case Collection
|
2009
(Revised from original 2008 version)
Infosys' Relationship Scorecard: Measuring Transformational Partnerships
Francisco de Asis Martinez-Jerez, Robert S. Kaplan and Katherine Miller
This case analyzes Infosys' innovative approach to measuring performance in client relations. Infosys' strategy is evolving to build transformational partnerships from its original position as an outsourcer of end-to-end IT projects. A transformational partner helps clients to devise and implement strategies that will allow them to achieve a competitive advantage. The traditional paradigm of service-level agreements (SLAs), while sufficient for Infosys' needs early on, is not able to achieve the level of understanding that transformational partnerships require. Infosys applies the principles of the Balanced Scorecard (BSC) to produce a feedback mechanism that allows the partnership to grow to the benefit of both parties.
Keywords: Partners and Partnerships;
Performance Evaluation;
Attorney and Client Relationships;
Job Cuts and Outsourcing;
Balanced Scorecard;
Competitive Strategy;
Commercialization;
Competitive Advantage;
Economic Growth;
Growth and Development Strategy;
Consulting Industry;
Information Technology Industry;
India;
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Teaching Note
| HBS Case Collection
|
2009
Infosys' Relationship Scorecard: Measuring Transformational Partnerships (TN)
Francisco de Asis Martinez-Jerez
Teaching Note for [109006].
Keywords: Consulting Industry;
Information Technology Industry;
India;
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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;
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Background Note
| HBS Case Collection
|
2009
Basic Techniques for the Analysis of Customer Information Using Excel 2007: A Step-by-Step Approach
Francisco de Asis Martinez-Jerez
The objective of this note is to provide a set of easy, step-by-step guides for some analytical techniques that are useful in the analysis of cases discussed in the course "Competing and Winning through Customer Information" (CWCI). The instructions that follow use datasets from three of the cases in the course: "Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel," HBS No. 106-029; "MercadoLibre.com," HBS No. 106-057; and "Bancaja: Developing Customer Intelligence (A)," HBS No. 107-055. These datasets are available upon request from the author.
Keywords: Customer Relationship Management;
Information Management;
Management Analysis, Tools, and Techniques;
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Supplement
| HBS Case Collection
|
2008
(Revised from original 2007 version)
Bancaja: Developing Customer Intelligence (B)
Francisco de Asis Martinez-Jerez and Katherine Miller
In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it was pushing for innovation in the nascent Spanish credit card market. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require, the bank decided to explore its benefits with a smaller pilot project. It appointed a CRM project team to design and implement a project focused on credit cards. Describes the challenges of the Spanish credit card market at the time, the methods for profiling credit card customers, and the variables involved in designing an optimal credit card. Concludes with a consideration of the decisions the CRM team had to make in designing the project, including whether to use conjoint analysis or implement a mini campaign.
Keywords: Customer Relationship Management;
Credit Cards;
Data and Data Sets;
Knowledge Use and Leverage;
Marketing Strategy;
Banking Industry;
Spain;
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Teaching Note
| HBS Case Collection
|
2008
(Revised from original 2007 version)
CEMEX: Rewarding Egyptian Retailers (TN)
Francisco de Asis Martinez-Jerez
Teaching note to 106065.
Keywords: Sales;
Egypt;
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Case
| HBS Case Collection
|
2008
(Revised from original 2007 version)
Central Bank: The ChexSystemsSM QualiFile® Decision
Dennis Campbell, Francisco de Asis Martinez-Jerez, Peter Tufano and Emily McClintock
The "Central Bank" series analyzes the use of information and product design for managing the counterparty risk of newly acquired customers. Central Bank, a mid-sized regional U.S. bank, was attempting to grow its customer base by increasing the number of new checking accounts. Like many banks, Central saw checking accounts as an important tool for customer acquisition and loyalty-building. However, the bank realized that the aggressive pursuit of new accounts could result in an increased number of overdrafts and, ultimately, customer defaults. The first case, "Central Bank: The ChexSystems(SM) QualiFile(R) Decision," analyzes how QualiFile, a debit scoring product commercialized by ChexSystems, can be used to manage this risk.
Keywords: Central Banking;
Knowledge Management;
Customer Satisfaction;
Risk Management;
Risk and Uncertainty;
Decision Making;
Banking Industry;
United States;
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Teaching Note
| HBS Case Collection
|
2008
Central Bank: The ChexSystemsSM QualiFile® Decision (TN)
Dennis Campbell and Francisco de Asis Martinez-Jerez
Teaching Note for [208029].
Keywords: Banks and Banking;
Banking Industry;
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Case
| HBS Case Collection
|
2008
(Revised from original 2003 version)
Caja España: Managing the Branches to Sell (A)
Francisco de Asis Martinez-Jerez and Rosario de Albornoz
Juan Luis Rojas, commercial planning manager of a Caja de Ahorros (savings bank), faces the challenge of motivating the branches to sell more long-term mortgages and ponders whether to use transfer prices to achieve his objective.
Keywords: Business Divisions;
Banks and Banking;
Resource Allocation;
Organizational Design;
Performance Improvement;
Sales;
Motivation and Incentives;
Banking Industry;
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Background Note
| HBS Case Collection
|
2008
(Revised from original 2007 version)
Basic Techniques for the Analysis of Customer Information Using Excel 2003: A Step-by-Step Approach
Francisco de Asis Martinez-Jerez
Provides a set of easy, step-by-step guides for some analytical techniques that are useful in the analysis of cases discussed in the course "Competing and Winning Through Customer Information (CWCI)". The instructions that follow use datasets from three of the cases in this course: "Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel"; "MercadoLibre.com"; and "Bancaja: Developing Customer Intelligence (A)". These datasets are available upon request from the author.
Keywords: Data and Data Sets;
Management Analysis, Tools, and Techniques;
Mathematical Methods;
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Case
| HBS Case Collection
|
2007
(Revised from original 2006 version)
Strategic Outsourcing at Bharti Airtel Limited
Francisco de Asis Martinez-Jerez, V.G. Narayanan and Michele Jurgens
Faced with exponential growth and a competitive telecom environment, Bharti looks for ways to better manage its capital expenditures for telecommunications and information technology. One option is to hand over management of its telecom and IT networks to its vendors. Explores the pros and cons of such an outsourcing arrangement for a company in an industry where technological superiority is considered an essential element in competitive strategy.
Keywords: Innovation and Management;
Job Cuts and Outsourcing;
Competitive Advantage;
Technology Networks;
Telecommunications Industry;
India;
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Supplement
| HBS Case Collection
|
2007
(Revised from original 2006 version)
Strategic Outsourcing at Bharti Airtel Limited: One Year Later.
Francisco de Asis Martinez-Jerez, V.G. Narayanan and Michele Jurgens
Keywords: Job Cuts and Outsourcing;
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Case
| HBS Case Collection
|
2007
(Revised from original 2007 version)
Bankinter: Growing Through Small and Medium Enterprises
Francisco de Asis Martinez-Jerez and Joshua Bellin
Surveys the overall sequence of processes needed for the success of a strategy based on customer analytics. In particular, it charts the formulation and implementation of this strategy by a Spanish bank that decided to expand into the Small and Medium Enterprises (SME) segment. Starting with the creation of information necessary for the bank to compete in this segment, it describes the strategic selection of the target customer group, the definition of the product offering, and the organizational changes needed to implement such a strategy.
Keywords: Customer Relationship Management;
Data and Data Sets;
Knowledge Acquisition;
Growth and Development Strategy;
Organizational Change and Adaptation;
Organizational Culture;
Segmentation;
Banking Industry;
Spain;
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Teaching Note
| HBS Case Collection
|
2007
(Revised from original 2004 version)
Internet Customer Acquisition Strategy at Bankinter (TN)
Francisco de Asis Martinez-Jerez and V.G. Narayanan
Teaching Note to (9-103-021).
Keywords: Banking Industry;
Information Technology Industry;
Spain;
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Case
| HBS Case Collection
|
2007
(Revised from original 2006 version)
Creating Meaning for the Customer: The Case of GMACI
Francisco de Asis Martinez-Jerez, Nathan Mangum and Joshua Bellin
Excellence in exploiting customer information and leveraging its affiliation to the GM group are among the strategic options that GMAC Insurance CEO Gary Kusumi is considering. GMAC Insurance, the wholly-owned auto insurance subsidiary of General Motors, formed through the merger of two smaller insurance firms, is at a strategic cross-roads. Progressive changed the competitive landscape with its superior pricing abilities, and now Kusumi must decide whether to compete on the ability to use customer information for pricing or whether even larger rewards could be found in leveraging the connection to the GM family. However, although jointly selling auto insurance and cars is common in many countries, the ability to do so at the GM Group is called into question by several significant organizational stumbling blocks.
Keywords: Customer Relationship Management;
Decision Choices and Conditions;
Knowledge Use and Leverage;
Strategy;
Auto Industry;
Insurance Industry;
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Case
| HBS Case Collection
|
2007
(Revised from original 2007 version)
Bancaja: Developing Customer Intelligence (A)
Francisco de Asis Martinez-Jerez and Katherine Miller
In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it was pushing for innovation in the nascent Spanish credit card market. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require, the bank decided to explore its benefits with a smaller pilot project. It appointed a CRM project team to design and implement a project focused on credit cards. Describes the challenges of the Spanish credit card market at the time, the methods for profiling credit card customers, and the variables involved in designing an optimal credit card. Concludes with a consideration of the decisions the CRM team had to make in designing the project, including whether to use conjoint analysis or implement a mini campaign.
Keywords: Customer Relationship Management;
Banking Industry;
Spain;
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Teaching Note
| HBS Case Collection
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2007
MercardoLibre.com (TN)
Francisco de Asis Martinez-Jerez
Citation:
Martinez-Jerez, Francisco de Asis. "
MercardoLibre.com (TN)." Harvard Business School Teaching Note 107-086, May 2007.
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Teaching Note
| HBS Case Collection
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2007
Henkel Iberica (TN) (A) and (B)
Francisco de Asis Martinez-Jerez
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Supplement
| HBS Case Collection
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2007
Bankinter: Deploying the Mortgage Simulator to the Branches, (107-070) dataset supplement
Francisco de Asis Martinez-Jerez
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Supplement
| HBS Case Collection
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2007
CEMEX: Rewarding the Egyptian Retailers, 106-065 dataset supplement
Francisco de Asis Martinez-Jerez
Keywords: Retail Industry;
Egypt;
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Teaching Note
| HBS Case Collection
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2007
Bankinter: Growing Through Small and Medium Enterprises (TN)
Francisco de Asis Martinez-Jerez
Keywords: Business Ventures;
Growth and Development;
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Teaching Note
| HBS Case Collection
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2007
Lifefont: The Case for RetailDrivier (TN)
Francisco de Asis Martinez-Jerez
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Teaching Note
| HBS Case Collection
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2007
Kansai Digital Phone: Zutto, Gaining Japanese Loyalty (TN)
Francisco de Asis Martinez-Jerez
Keywords: Technology;
Customer Satisfaction;
Japan;
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Case
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2007
(Revised from original 2005 version)
Kansai Digital Phone: Zutto, Gaining Japanese Loyalty
Francisco de Asis Martinez-Jerez and James Robert Dillon
Ted Katagi, marketing strategy manager of Kansai Digital Phone (KDP), utilizes customer lifetime value as a key metric to prioritize initiatives in an emergency plan to turn around the company. KDP is a regional phone company in Japan with less than stellar performance. Katagi is sent from the U.S. partner, Airtouch (later Vodafone), to assemble a team to design and implement a plan that improves company to performance. Katagi must quickly prioritize actions and then assess the expected economic impact.
Keywords: Customer Relationship Management;
Customer Value and Value Chain;
Customer Satisfaction;
Telecommunications Industry;
Electronics Industry;
Japan;
United States;
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Case
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2007
(Revised from original 2005 version)
Lifefont: The Case for RetailDriver
Francisco de Asis Martinez-Jerez and Karim Fakhry
Examines how Lifefont (pseudonym), a multidivisional consumer packages goods company, develops a system to manage and measure the impact of promotional events in retail outlets.
Keywords: Framework;
Change Management;
Compensation and Benefits;
Cost vs Benefits;
Growth Management;
Management Analysis, Tools, and Techniques;
Customer Relationship Management;
Product Marketing;
Salesforce Management;
Advertising;
Management Systems;
Information Technology;
Retail Industry;
Citation:
Martinez-Jerez, Francisco de Asis, and Karim Fakhry. "
Lifefont: The Case for RetailDriver." Harvard Business School Case 106-005, March 2007. (Revised from original September 2005 version.)
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Case
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2007
(Revised from original 2002 version)
Keane's Acquisition of Metro Information Services (A)
Francisco de Asis Martinez-Jerez
On August 21, 2001, Keane, Inc. announced the acquisition of Metro Information Services, Inc. This case analyzes the challenges facing firms and examines transactions whose major source of value creation hinges on intangible assets (e.g., people or knowledge).
Keywords: Mergers and Acquisitions;
Value Creation;
Goodwill Accounting;
Problems and Challenges;
Information Technology Industry;
Consulting Industry;
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Teaching Note
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2007
Understanding Customer Profitability at Charles Schwab (TN)
Francisco de Asis Martinez-Jerez
Teaching note to 106002.
Keywords: Customers;
Profit;
Organizational Change and Adaptation;
Organizational Culture;
Decision Making;
Cost;
System;
Transformation;
Budgets and Budgeting;
Performance Evaluation;
Financial Services Industry;
Web Services Industry;
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Case
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2007
(Revised from original 2003 version)
Internet Customer Acquisition Strategy at Bankinter
Francisco de Asis Martinez-Jerez, V.G. Narayanan and Lisa Brem
Bankinter, a relatively small Spanish bank, has a large presence as an Internet financial services provider. Leading the way to profitability through the Internet will give Bankinter a major competitive advantage over the larger, more established Spanish banks. Ann Peralta, director of the Internet network in Bankinter, must evaluate whether the thousands of new customers pouring in from other portals are profitable for the bank. Peralta uses tools such as customer relationship management, activity-based costing, customer profitability, and lifetime value computations to determine the value of this cohort of new customers for the bank and in doing so, can decide on future customer acquisition strategies.
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Teaching Note
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2007
Ciclon de Alicante (TN)
Francisco de Asis Martinez-Jerez
Citation:
Martinez-Jerez, Francisco de Asis. "
Ciclon de Alicante (TN)." Harvard Business School Teaching Note 107-058, January 2007.
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Case
| HBS Case Collection
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2007
(Revised from original 2006 version)
MercadoLibre.com
Francisco de Asis Martinez-Jerez, Joshua Bellin and James Robert Dillon
MercadoLibre.com, eBay's Latin-American partner, needed to decide how far it was going to follow eBay's practice of offering "free listing days" and discounted special-feature days. Was this type of promotion prudent, given MercadoLibre.com's customer base, revenue expectations, and position in the Latin American market?
Keywords: Online Technology;
Auctions;
Service Industry;
Latin America;
Citation:
Martinez-Jerez, Francisco de Asis, Joshua Bellin, and James Robert Dillon. "
MercadoLibre.com." Harvard Business School Case 106-057, January 2007. (Revised from original February 2006 version.)
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Case
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2006
(Revised from original 2006 version)
Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel
Dennis Campbell, Francisco de Asis Martinez-Jerez, Marc Epstein and Joshua Bellin
The MGM Grand Hotel in Las Vegas had detailed information on loyal gaming customers, but could its information systems also be tailored to nongaming customers? As the nongaming business sectors became increasingly profitable both at the MGM Grand and in Las Vegas generally, understanding the nongaming customers appeared to be of critical importance to the continuing growth of the resort.
Keywords: Games, Gaming, and Gambling;
Customer Relationship Management;
Customer Value and Value Chain;
Entertainment and Recreation Industry;
Accommodations Industry;
Nevada;
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Supplement
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2006
CEMEX: Rewarding the Egyptian Retailers - Video Supplement
Francisco de Asis Martinez-Jerez and Tahany Fameda
Keywords: Retail Industry;
Egypt;
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Teaching Note
| HBS Case Collection
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2006
(Revised from original 2005 version)
Musimundo (TN)
Francisco de Asis Martinez-Jerez
Teaching Note to (9-105-036).
Keywords: Music Industry;
Citation:
Martinez-Jerez, Francisco de Asis. "
Musimundo (TN)." Harvard Business School Teaching Note 105-050, June 2006. (Revised from original June 2005 version.)
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Teaching Note
| HBS Case Collection
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2006
Hala Madrid: Managing Real Madrid Club de Futbol, the Team of the Century (TN)
Francisco de Asis Martinez-Jerez
Keywords: Sports;
Management;
Sports Industry;
Spain;
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Case
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2006
(Revised from original 2004 version)
Hala Madrid: Managing Real Madrid Club de Futbol, the Team of the Century
Francisco de Asis Martinez-Jerez and Rosario de Albornoz
Florentino Perez, the president of Real Madrid, a leading European soccer team, is preparing for a press conference in which he will be asked about his plans for the coming season. Economic success and some sports mishaps during the prior season represent the scenario in which planning decisions are made.
Keywords: History;
Risk and Uncertainty;
Strategic Planning;
Groups and Teams;
Capital Budgeting;
Budgets and Budgeting;
Questionnaires;
Decisions;
Commercialization;
Time Management;
Sports;
Sports Industry;
Spain;
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Case
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2006
Nutricia Middle East: Measuring Sales Force Effectiveness
Francisco de Asis Martinez-Jerez and Rachel Sha
Nutricia's Middle East and African region is transitioning from a trading to a customer focus. CEO Ernest Vandenbussche must decide how to market infant milk formula most effectively in a region where the information environment is much less rich than in other countries/sectors and in which managers are concerned about measuring the effectiveness of their commercial actions. Among the most immediate decisions they need to make is the size of the salesforce--a decision that must be made in the context of a commercial strategy that is not yet fully defined. As Nutricia defines its strategy, it also has to define the strategic control systems it will use to monitor and fine-tune the strategy moving forward.
Keywords: Management Teams;
Salesforce Management;
Customer Relationship Management;
Emerging Markets;
Nutrition;
Performance Effectiveness;
Business Strategy;
Commercialization;
Health Industry;
Middle East;
Africa;
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Case
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2006
Millions of Customers and the Search for a Business: the Challenge of IRC-Hispano
Francisco de Asis Martinez-Jerez, Fernando de Barrajo and Joshua Bellin
Like many online services, IRC-Hispano, the world's largest Spanish-language chat organization, has many customers but sees few revenues. As an association, its structure presents many limitations and hurdles to overcome involving investing in technology platform updates and generating ideas and initiatives to monetize the use community.
Keywords: Customer Value and Value Chain;
Decision Choices and Conditions;
Technology Platform;
Technology Adoption;
Online Technology;
Organizational Structure;
Technological Innovation;
Revenue;
Web Services Industry;
Technology Industry;
Spain;
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Case
| HBS Case Collection
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2005
(Revised from original 2004 version)
Musimundo
Francisco de Asis Martinez-Jerez and James Robert Dillon
Mario Quintana, managing partner of Pegasus Capital, was preparing for the upcoming Musimundo board of directors meeting. He was satisfied with the investment decisions of the entertainment retailer, as actual performance surpassed the initial budget. However, given a recent market rebound, Quintana worried that the firm might be falling short of its potential. Additionally, the board of directors would have to analyze a proposal to reset sales targets for the different stores.
Keywords: History;
Valuation;
Activity Based Costing and Management;
Performance Evaluation;
Corporate Governance;
Capital Budgeting;
Budgets and Budgeting;
Decisions;
Partners and Partnerships;
Governing and Advisory Boards;
Equity;
Retail Industry;
Spain;
Citation:
Martinez-Jerez, Francisco de Asis, and James Robert Dillon. "
Musimundo." Harvard Business School Case 105-036, November 2005. (Revised from original November 2004 version.)
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Case
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2005
Henkel Iberica (A)
Francisco de Asis Martinez-Jerez, V.G. Narayanan and Lisa Brem
In 2002, Esteban Garriga, customer service director at Henkel Iberica, questions whether Collaborative Planning, Forecasting, and Replenishment (CPFR) would help manage retail promotions and limit their impact on the stock-outs and obsolete inventory. Describes the situation facing Henkel Iberica, the Spanish subsidiary of the German consumer products company Henkel KgaA, with respect to the management of retail promotions. The increasing number of promotions and the complexity of the company portfolio seriously taxed Henkel Iberica's sales, production, and distribution systems. Many in the organization believed the company should abandon or cut back promotions and adopt an everyday low pricing strategy. Garriga believes the solution to be in CPFR. Describes Henkel Iberica's operations and provides the necessary background to discuss whether CPFR is the adequate solution for its problems.
Keywords: Business Subsidiaries;
Forecasting and Prediction;
Price;
Distribution Channels;
Strategic Planning;
Commercialization;
Valuation;
Rail Industry;
Germany;
Spain;
Citation:
Martinez-Jerez, Francisco de Asis, V.G. Narayanan, and Lisa Brem. "
Henkel Iberica (A)." Harvard Business School Case 105-023, March 2005.
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Supplement
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2005
Henkel Iberica (B)
Francisco de Asis Martinez-Jerez, V.G. Narayanan and Lisa Brem
Supplements the (A) case.
Keywords: Rail Industry;
Germany;
Spain;
Citation:
Martinez-Jerez, Francisco de Asis, V.G. Narayanan, and Lisa Brem. "
Henkel Iberica (B)." Harvard Business School Supplement 105-024, March 2005.
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Case
| HBS Case Collection
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2004
(Revised from original 2004 version)
Keane's Acquisition of Metro Information Services (B)
Francisco de Asis Martinez-Jerez
Supplements the (A) case.
Keywords: Information Technology Industry;
Consulting Industry;
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Case
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2004
Ciclon de Alicante
Francisco de Asis Martinez-Jerez
A Spanish soccer team that received a large influx of cash thanks to a real estate transaction with its stadium faces critical accounting decisions. The team's accountants are confronted with decisions about players' contracts, jersey inventory, season ticket sales, and the lease of a parking garage, among others.
Keywords: Financial Statements;
Decisions;
Contracts;
Leasing;
Sales;
Sports Industry;
Spain;
Citation:
Martinez-Jerez, Francisco de Asis. "
Ciclon de Alicante." Harvard Business School Case 105-046, December 2004.
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Teaching Note
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2004
Keane's Acquisition of Metro Information Services (A) and (B) TN
Francisco de Asis Martinez-Jerez
Teaching Note to (9-103-042) and (9-105-026).
Keywords: Information Technology Industry;
Consulting Industry;
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Case
| HBS Case Collection
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2004
(Revised from original 2004 version)
Caja Espana: Managing the Branches to Sell (B)
Francisco de Asis Martinez-Jerez and Rosario de Albornoz
Supplements the (A) case.
Keywords: Mortgages;
Price;
Sales;
Problems and Challenges;
Goals and Objectives;
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Supplement
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2003
Keane's exhibits
Francisco de Asis Martinez-Jerez
Citation:
Martinez-Jerez, Francisco de Asis. "
Keane's exhibits." Harvard Business School Spreadsheet Supplement 104-702, September 2003.