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• Article | MIT Sloan Management Review

  The Magic That Makes Customer Experiences Stick

  Stefan H. Thomke

  Why do some customer experiences have that magical "wow" factor, making them all destined for success, while others get few, if any, enthusiastic customer responses? How would we "design" a great customer experience? These are some of the questions that the article addresses.

  Keywords: customer experience; Emotion; innovation; experimentation; storytelling; Customer Satisfaction; Emotions; Design; Innovation and Invention;

  Citation:

  Thomke, Stefan H. "The Magic That Makes Customer Experiences Stick." MIT Sloan Management Review 61, no. 1 (Fall 2019).  View Details

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• Case | HBS Case Collection | February 2018 (Revised August 2019)

  Amazon's HQ2 (A)

  Karen Mills and Jan W. Rivkin

  In September 2017, the Internet giant Amazon announced that it aimed to open a second headquarters in some city other than Seattle, its current home base. By 2032, the company projected, this “HQ2” would be home to as many as 50,000 high-paying tech jobs and up to $5 billion of investment. The company invited North American cities to submit proposals to be the site of HQ2. The announcement set off a flurry of activity across the continent as civic leaders scrambled to prepare proposals by Amazon’s deadline. The case allows students to debate what companies should ask of cities and what cities should ask of companies.

  Keywords: economic development; headquarters; local government; incentives; Business Headquarters; Business and Government Relations; Development Economics;

  Citation:

  Mills, Karen, and Jan W. Rivkin. "Amazon's HQ2 (A)." Harvard Business School Case 718-494, February 2018. (Revised August 2019.)  View Details

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• Supplement | HBS Case Collection | May 2019

  Amazon's HQ2 (C): Choices

  Karen Mills and Jan W. Rivkin

  This supplement discusses Amazon’s 2018 decision to split its HQ2 between two locations--Long Island City in New York and National Landing outside Washington, DC—as well as the ensuing response from local politicians and the public.

  Keywords: economic development; headquarters; local government; incentives; Business Headquarters; Business and Government Relations; Development Economics;

  Citation:

  Mills, Karen, and Jan W. Rivkin. "Amazon's HQ2 (C): Choices." Harvard Business School Supplement 719-465, May 2019.  View Details

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