Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results : (27) Arrow Down
Filter Results : (27) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (233)
    • Faculty Publications  (27)

    Show Results For

    • All HBS Web  (233)
      • Faculty Publications  (27)

      Crm Remove Crm →

      Page 1 of 27 Results →

      Are you looking for?

      HubSpot and Motion AI: Chatbot-Enabled CRM
      Evergreen Investments: Mobile CRM (B)
      → Search All HBS Web
      • April 2020
      • Teaching Note

      HubSpot and Motion AI: Chatbot-Enabled CRM

      By: Jill Avery and Thomas Steenburgh
      Teaching Note for HBS No. 518-067.  View Details
      Keywords: Marketing; Sales; Marketing Strategy; Technology Industry; United States; North America
      Citation
      Purchase
      Related
      Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Teaching Note 520-100, April 2020.
      • March 2019
      • Case

      HOPI: Turkey's Shopping Companion

      By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
      The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer...  View Details
      Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile Technology; Business Model; Data And Data Sets; Competitive Strategy; Decision Making; Technology Industry; Retail Industry; Turkey
      Citation
      Educators
      Purchase
      Related
      Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019.
      • 2020
      • Working Paper

      Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach

      By: Nicolas Padilla and Eva Ascarza
      The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can...  View Details
      Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Customer Value And Value Chain; Consumer Behavior; Data And Data Sets; Mathematical Methods; Retail Industry
      Citation
      SSRN
      Read Now
      Related
      Padilla, Nicolas, and Eva Ascarza. "Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach." Harvard Business School Working Paper, No. 19-091, February 2019. (Revised May 2020.)
      • February 2018 (Revised October 2019)
      • Case

      HubSpot and Motion AI: Chatbot-Enabled CRM

      By: Jill Avery and Thomas Steenburgh
      HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact...  View Details
      Keywords: Crm; Sales Management; Customer Service; Artificial Intelligence; B2b Vs. B2c; Business Marketing; Saas; Marketing; Marketing Strategy; Brands And Branding; Customer Focus And Relationships; Sales; Salesforce Management; Technological Innovation; Software; Customer Relationship Management; Technology Industry; Service Industry; United States; North America
      Citation
      Educators
      Purchase
      Related
      Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.)
      • Article

      Beyond the Target Customer: Social Effects in CRM Campaigns

      By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
      Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the...  View Details
      Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior
      Citation
      Find at Harvard
      Read Now
      Related
      Ascarza, Eva, Peter Ebbes, Oded Netzer, and Matthew Danielson. "Beyond the Target Customer: Social Effects in CRM Campaigns." Journal of Marketing Research (JMR) 54, no. 3 (June 2017): 347–363.
      • June 2016
      • Teaching Note

      Filene's Basement: Inside a Fired Customer's Relationship

      By: Jill Avery and Susan Fournier
      How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case...  View Details
      Keywords: Marketing; Crm; Customer Relationship Management; Marketing Strategy; Brands And Branding; Customer Profitability Analysis; Customer Lifetime Value; Consumer Behavior; Marketing; Marketing Strategy; Customer Focus And Relationships; Brands And Branding; Customer Relationship Management; Retail Industry; United States
      Citation
      Purchase
      Related
      Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Teaching Note 316-184, June 2016.
      • March 2016 (Revised October 2017)
      • Case

      Salesforce.com vs. Siebel (Abridged)

      By: David B. Yoffie
      Explores the phenomenon of software becoming a service. Salesforce.com has catapulted into the lead for offering a customer relationship management (CRM) solution as a Web-based service. Siebel, the leader in CRM packaged software sales, has to devise a strategy to...  View Details
      Keywords: Software; Competitive Strategy; Customer Relationship Management; Competitive Strategy; Software
      Citation
      Educators
      Purchase
      Related
      Yoffie, David B. "Salesforce.com vs. Siebel (Abridged)." Harvard Business School Case 716-454, March 2016. (Revised October 2017.)
      • Article

      Four Ways to Build a Productive Sales Culture

      By: Frank V. Cespedes and Steven Maughan
      This article distinguishes sales efficiency (SE) initiatives (e.g., CRM, training, and KPI dashboards) from sales optimization (SO) decisions (e.g., aligning sales tasks with business strategy, customer selection, and deployment of sales resources across...  View Details
      Keywords: Sales; Strategy; Strategy; Sales
      Citation
      Related
      Cespedes, Frank V., and Steven Maughan. "Four Ways to Build a Productive Sales Culture." Top Sales Magazine (July 14, 2015), 15–17.
      • January 2014 (Revised October 2016)
      • Case

      Filene's Basement: Inside a Fired Customer's Relationship

      By: Jill Avery and Susan Fournier
      How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case...  View Details
      Keywords: Marketing; Crm; Consumer Behavior; Retailing; Customer Relationship Management; Marketing Strategy; Customer Focus And Relationships; Customer Satisfaction; Marketing Strategy; Retail Industry; United States
      Citation
      Educators
      Purchase
      Related
      Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Case 314-076, January 2014. (Revised October 2016.)
      • 2012
      • Chapter

      Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM

      By: Jill Avery and Susan Fournier
      With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's...  View Details
      Keywords: Marketing; Brands; Brands And Branding; Brand Management; Crm; Customer Relationship Management; Customer Focus And Relationships; Customers; Marketing; Brands And Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry
      Citation
      Purchase
      Related
      Avery, Jill, and Susan Fournier. "Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM." In Consumer-Brand Relationships: Theory and Practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, 301–316. Routledge, 2012. (Paperback edition published in 2013.)
      • August 2012
      • Case

      Jess Westerly at Kauflauf GmbH

      By: John J. Gabarro and Colleen Kaftan
      Jess Westerly is the assistant product owner of CRM applications for computer and office supply wholesalers and retailers at Kauflauf, a fast-growing provider of subscription enterprise software headquartered in Heidelberg, Germany. Only months into her job, outsider...  View Details
      Keywords: Software; Organizational Culture; Organizational Change And Adaptation; Change Management; Leading Change; Behavior; Salesforce Management; Social And Collaborative Networks; Planning; Web Services Industry; Germany
      Citation
      Educators
      Purchase
      Related
      Gabarro, John J., and Colleen Kaftan. "Jess Westerly at Kauflauf GmbH." Harvard Business School Brief Case 913-527, August 2012.
      • 2012
      • Chapter

      The Relational Roles of Brands

      By: Jill Avery
      In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how...  View Details
      Keywords: Marketing; Brands; Brands And Branding; Brand Management; Brand Equity; Brand Building; Customer Relationship Management; Crm; Customers; Customer Focus And Relationships; Brands And Branding; Marketing; Marketing Strategy; Consumer Products Industry
      Citation
      Purchase
      Related
      Avery, Jill. "The Relational Roles of Brands." Chap. 9 in Marketing Management: A Cultural Perspective, edited by Lisa Penaloza, Nil Toulouse, and Luca M. Visconti, 147–163. Routledge, 2012.
      • Article

      Putting the 'Relationship' Back into CRM

      By: Susan Fournier and Jill Avery
      Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and...  View Details
      Keywords: Marketing; Crm; Customer Relationship Management; Brand Building; Brand Management; Customer Lifetime Value; Customer Focus And Relationships; Customer Satisfaction; Marketing Strategy; Brands And Branding; Consumer Products Industry
      Citation
      Find at Harvard
      Purchase
      Related
      Fournier, Susan, and Jill Avery. "Putting the 'Relationship' Back into CRM." MIT Sloan Management Review 52, no. 3 (Spring 2011): 63–72.
      • 2011
      • Chapter

      Consumers' Relationships with Brands

      By: Susan Fournier and Jill Avery
      This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's...  View Details
      Keywords: Marketing; Brands; Brands And Branding; Brand Building; Brand Equity; Brand Management; Customer Relationship Management; Crm; Customer Focus And Relationships; Brands And Branding; Marketing Strategy; Consumer Products Industry
      Citation
      Purchase
      Related
      Fournier, Susan, and Jill Avery. "Consumers' Relationships with Brands." In Perspectives on Brand Management, edited by Mark D. Uncles, 225–248. Tilde University Press, 2011.
      • July 2008
      • Case

      Hilton Hotels: Brand Differentiation through Customer Relationship Management

      By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
      This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM...  View Details
      Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry
      Citation
      Educators
      Purchase
      Related
      Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
      • November 2006 (Revised August 2008)
      • Supplement

      China Resources Corporation (B): China Resources Microelectronics

      By: Dennis Campbell and David Lane
      Supplements the (A) case. Late in October 2006, China Resources (Holdings) Co., Ltd. (CRC) CEO Charlie Song Lin, CFO Jiang Wel, and Information Center GM Derek Cheng were traveling from Hong Kong to Wuxi, China to attend the first ever meeting of China Resources...  View Details
      Keywords: Accounting; Business Conglomerates; Profit; Governance Controls; Management Systems; Business Strategy; China
      Citation
      Purchase
      Related
      Campbell, Dennis, and David Lane. "China Resources Corporation (B): China Resources Microelectronics." Harvard Business School Supplement 107-015, November 2006. (Revised August 2008.)
      • November 2006
      • Article

      CRM Implementation: Effectiveness Issues and Insights

      By: Timothy Bohling, Douglas Bowman, Steve LaValle, Vikas Mittal, Das Narayandas, Girish Ramani and Rajan Varadarajan
      Keywords: Customer Relationship Management; Performance Effectiveness
      Citation
      Find at Harvard
      Related
      Bohling, Timothy, Douglas Bowman, Steve LaValle, Vikas Mittal, Das Narayandas, Girish Ramani, and Rajan Varadarajan. "CRM Implementation: Effectiveness Issues and Insights." Journal of Service Research 9, no. 2 (November 2006): 184–194.
      • June 2005 (Revised September 2006)
      • Case

      Oracle vs. salesforce.com

      By: David B. Yoffie and Alison Berkley Wagonfeld
      Explores the phenomenon of software becoming a service. Salesforce.com has catapulted into the lead for offering a customer relationship management (CRM) solution as a Web-based service. Siebel, the leader in CRM packaged software sales, has to devise a strategy to...  View Details
      Keywords: Customer Relationship Management; Competitive Advantage; Software; Web Services Industry; Information Technology Industry
      Citation
      Educators
      Purchase
      Related
      Yoffie, David B., and Alison Berkley Wagonfeld. "Oracle vs. salesforce.com." Harvard Business School Case 705-440, June 2005. (Revised September 2006.)
      • November 2004 (Revised May 2010)
      • Case

      RightNow Technologies

      By: William A. Sahlman and Dan Heath
      The founder and CEO of a CRM software start-up must decide between an attractive acquisition offer and the opportunity to go public. Discusses the growth of the company--including a lengthy discussion of entrepreneurial bootstrapping--as well as an aborted IPO attempt...  View Details
      Keywords: Business Exit Or Shutdown; Software; Going Public; Management Teams; Finance; Strategy; Value Creation; Entrepreneurship; Business Startups; Acquisition; Computer Industry
      Citation
      Educators
      Purchase
      Related
      Sahlman, William A., and Dan Heath. "RightNow Technologies." Harvard Business School Case 805-032, November 2004. (Revised May 2010.)
      • 2004
      • Book

      Collaborative Customer Relationship Management: Taking CRM to the Next Level

      By: Alexander H. Kracklauer, Daniel Quinn Mills and Dirk Seifert
      Keywords: Cooperation; Customer Relationship Management
      Citation
      Find at Harvard
      Related
      Kracklauer, Alexander H., Daniel Quinn Mills, and Dirk Seifert. Collaborative Customer Relationship Management: Taking CRM to the Next Level. Berlin: Springer-Verlag, 2004.
      • 1
      • 2
      • →

      Are you looking for?

      HubSpot and Motion AI: Chatbot-Enabled CRM
      Evergreen Investments: Mobile CRM (B)
      → Search All HBS Web
      ǁ
      Campus Map
      Harvard Business School
      Soldiers Field
      Boston, MA 02163
      →Map & Directions
      →More Contact Information
      • Make a Gift
      • Site Map
      • Jobs
      • Harvard University
      • Trademarks
      • Policies
      • Digital Accessibility
      Copyright © President & Fellows of Harvard College