Publications
Publications
  • July 2005 (Revised April 2006)
  • Case
  • HBS Case Collection

Carnival Cruise Lines

By: Lynda M. Applegate, Robert Kwortnik and Gabriele Piccoli
  • Format:Print
  • | Pages:32
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Abstract

Highlights the potential value of customer data and the choices and challenges the firm faces when attempting to capture this value. Carnival collects a significant amount of individual-level behavioral and demographic customer data. Senior management must now decide how to leverage such a wealth of data to improve firm performance through customer targeting and acquisition, customer retention, and customer profitability strategies.

Keywords

Consumer Behavior; Demographics; Customer Relationship Management; Knowledge Use and Leverage; Performance Improvement; Business Strategy; Travel Industry; Tourism Industry

Citation

Applegate, Lynda M., Robert Kwortnik, and Gabriele Piccoli. "Carnival Cruise Lines." Harvard Business School Case 806-015, July 2005. (Revised April 2006.)

About The Author

Lynda M. Applegate

Entrepreneurial Management
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