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    • All HBS Web  (2,208)
      • Faculty Publications  (278)

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      Putting the 'Relationship' Back into CRM
      How B2B Companies Can Win Back Customers They've Lost
      → Search All HBS Web
      • February 2021
      • Case

      AptDeco: Circular Economy Furniture Marketplace

      By: Ayelet Israeli and Jamie Merkrebs
      AptDeco, a used furniture marketplace was growing rapidly in the tri-state area. The Co-Founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its...  View Details
      Keywords: E-commerce; E-commerce Strategy; Mobile; Digital Marketing; Word-of-mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth And Development Strategy; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-sided Markets; Two-sided Platforms; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Market Platforms; Marketing Channels; Online Advertising; Consumer Behavior; Acquisition; Growth And Development Strategy; customer focus And relationships; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, Ny); New York (state, Us)
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      Israeli, Ayelet, and Jamie Merkrebs. "AptDeco: Circular Economy Furniture Marketplace." Harvard Business School Case 521-069, February 2021.
      • January 2021
      • Supplement

      Barbara Krakow Gallery (B): Art and the Pandemic

      By: Jose B. Alvarez and David Lane
      Updates (A) case by describing the early impact of the COVID-19 pandemic on the art market, the renaming of the gallery as the Krakow Witkin Gallery, and the response of its partners and staff to the pandemic.  View Details
      Keywords: Art Market; Covid-19; Arts; Business Model; Change Management; Trends; Communication; customer focus And relationships; Human Resources; Marketing; Distribution Channels; Outcome Or Result; Health Pandemics; Fine Arts Industry
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      Alvarez, Jose B., and David Lane. "Barbara Krakow Gallery (B): Art and the Pandemic." Harvard Business School Supplement 521-031, January 2021.
      • December 2020 (Revised February 2021)
      • Case

      Michael Ku and Global Clinical Supply at Pfizer Inc.: Bringing Hope to Patients (B)

      By: Linda A. Hill and Emily Tedards
      In 2011, Michael Ku became Pfizer’s Vice President of Global Clinical Supply (GCS) after the company had undergone three large-scale mergers and acquisitions. As Ku and his new leadership team set out to build a proactive, end-to-end, digital and physical clinical...  View Details
      Keywords: Digital Technology; Customer-centricity; Leadership; Innovation; Transformation; Organizational Culture; Customer Focus; Change Management; Talent; Talent Management; Supply Chain; Mission And Purpose; Leadership; Innovation And Invention; Transformation; Organizational Culture; customer focus And relationships; Change Management; Talent And Talent Management; Supply Chain; Mission And Purpose
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      Hill, Linda A., and Emily Tedards. "Michael Ku and Global Clinical Supply at Pfizer Inc.: Bringing Hope to Patients (B)." Harvard Business School Case 421-037, December 2020. (Revised February 2021.)
      • July 2020
      • Technical Note

      Digital Natives Growing Without a Sales Force

      By: Das Narayandas, Michael Norris and Amram Migdal
      This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a sales force. The case highlights the emergence of business-to-business Internet and cloud-based companies and their...  View Details
      Keywords: Business Growth And Maturation; customers; customer focus And relationships; customer relationship Management; Innovation And Invention; Disruptive Innovation; Innovation Strategy; Technological Innovation; Marketing; Marketing Channels; Marketing Strategy; Product Marketing; Sales; Technology; Information Technology; Internet; Online Technology; Software; Technology Adoption; Information Technology Industry; Australia; North And Central America; United States; Illinois; Chicago; California; San Francisco
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      Narayandas, Das, Michael Norris, and Amram Migdal. "Digital Natives Growing Without a Sales Force." Harvard Business School Technical Note 521-019, July 2020.
      • June 2020
      • Case

      What IKEA Do We Want?

      By: Juan Alcácer, Cynthia A. Montgomery, Emilie Billaud and Vincent Dessain
      In 2018, Swedish furniture maker IKEA was undergoing a significant transformation. Challenged by the rise of online shopping and changing consumer behavior, and mourning the death of its founder, the Company's top executives knew they had to step out of their comfort...  View Details
      Keywords: Business Strategy; Transformation; Leading Change; Mission And Purpose; Business Model; Emerging Markets; customer focus And relationships; Organizational Culture; Disruption; Consumer Products Industry; Retail Industry; Europe; Netherlands; Sweden; China; India; United States
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      Alcácer, Juan, Cynthia A. Montgomery, Emilie Billaud, and Vincent Dessain. "What IKEA Do We Want?" Harvard Business School Case 720-429, June 2020.
      • May 2020
      • Case

      Michael Ku and Global Clinical Supply at Pfizer Inc.: Bringing Hope to Patients (A)

      By: Linda A. Hill, Allison J. Wigen and Emily Tedards
      Michael Ku joined Pfizer in 2011, after the company had undergone three large-scale mergers and acquisitions. His mission was to drive the digital transformation of the company’s clinical supply chain, but he knew he had to start with the culture. Over the next eight...  View Details
      Keywords: Innovation; Digital; Change; Culture; Management; Talent; Supply Chain; Pharmaceutical Companies; Customer-centricity; Collaboration; Cross-functional Management; Purpose; Leadership; Innovation And Invention; Transformation; Organizational Culture; Change Management; Talent And Talent Management; customer focus And relationships; Supply Chain; Decision Making; Mission And Purpose
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      Hill, Linda A., Allison J. Wigen, and Emily Tedards. "Michael Ku and Global Clinical Supply at Pfizer Inc.: Bringing Hope to Patients (A)." Harvard Business School Case 420-108, May 2020.
      • March 2020
      • Case

      Michelin: Building a Digital Service Platform

      By: Sunil Gupta and Christian Godwin
      Concerned about the slow growth in the tire market, Florent Menegaux, Michelin’s CEO, set out to redefine the company as a mobility company. As part of this growth strategy, Michelin started offering a host of services such as fleet management and tire-as-a-service. In...  View Details
      Keywords: Change; Transformation; customer focus And relationships; Decision Making; Leading Change; Growth And Development; Strategy; Technology Platform; Auto Industry; Travel Industry; Transportation Industry; United States; France
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      Gupta, Sunil, and Christian Godwin. "Michelin: Building a Digital Service Platform." Harvard Business School Case 520-061, March 2020.
      • November 2019 (Revised May 2020)
      • Case

      Collibra

      By: Lynda M. Applegate, Jeffrey F. Rayport and Julia Kelley
      Founded in 2008 at Vrije Universiteit Brussels, Collibra was a data intelligence company that found product-market fit in the years after the global financial crisis when many companies were under pressure from consumers and governments to improve their data management...  View Details
      Keywords: Entrepreneurship; Governance; Innovation And Invention; Technological Innovation; Markets; Technology; Information Technology; Software; Technology Adoption; Technology Platform; Semantic Web; customer focus And relationships; customer Satisfaction; Expansion; Information Technology Industry; Technology Industry; Europe; Belgium; Brussels; North And Central America; United States; New York (city, Ny); New York (state, Us)
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      Applegate, Lynda M., Jeffrey F. Rayport, and Julia Kelley. "Collibra." Harvard Business School Case 820-013, November 2019. (Revised May 2020.)
      • November 2019
      • Supplement

      Kids & Company: Entering the U.S.

      By: Boris Groysberg, Sarah Mehta and Matthew Preble
      This video supplement pairs with “Kids & Company: Entering the U.S.” (case no. 418011). It contains eight individual clips that range in length from 5 to 12 minutes. Instructors can use the videos, either in whole or in part, as an additional teaching...  View Details
      Keywords: Early Childhood Education; Strategy; Growth And Development Strategy; Growth Management; Business Strategy; Competitive Strategy; Competitive Advantage; Expansion; Leadership; Marketing; Product Marketing; Brands And Branding; Service Delivery; Service Operations; Product Design; Product Development; Cross-cultural And Cross-border Issues; Selection And Staffing; customer focus And relationships; Entrepreneurship; Service Industry; Canada; United States
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      Groysberg, Boris, Sarah Mehta, and Matthew Preble. "Kids & Company: Entering the U.S." Harvard Business School Multimedia/Video Supplement 420-704, November 2019.
      • October 2019
      • Case

      GRIT Fitness

      By: Lynda M. Applegate and Olivia Hull
      In December 2018, GRIT Fitness was a growing chain of boutique fitness studios offering a variety of workout classes, including weightlifting, high intensity interval training, and cardio dance. With 400 members and three Dallas studios, CEO Brittani Rettig believed...  View Details
      Keywords: Entrepreneurship; Business Startups; Mission And Purpose; Corporate Strategy; customer focus And relationships; Forecasting And Prediction; Business Plan; Trends; Experience And Expertise; Talent And Talent Management; Training; Health; Selection And Staffing; Leadership Style; Leadership Development; Management Style; Management Teams; Brands And Branding; Organizational Culture; Organizational Structure; Motivation And Incentives; Sports; Competition; Diversification; Expansion; Value Creation; Health Industry; Sports Industry; Texas
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      Applegate, Lynda M., and Olivia Hull. "GRIT Fitness." Harvard Business School Case 820-016, October 2019.
      • September 2019 (Revised May 2020)
      • Case

      Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the company of manufacturing and selling substandard alcoholic drinks, revoked its liquor licenses, and shut down its...  View Details
      Keywords: Keroche; Alcohol; Wine; Manufacturing; Informal Market; Regulation; Illicit; Illegal; Shutdown; Factory; Low-income Consumers; Multinational; Local; Government; Allegations; Accusations; Negative Press; Eabl; Tusker; Beer; Sab; Chang'aa; Naivasha; Rift Valley; East Africa; Lawsuit; Legal Battle; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Production; Safety; Quality; Distribution; Small Business; Family Business; Crime And Corruption; customer focus And relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; Consumer Behavior; Market Entry And Exit; Problems And Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market." Harvard Business School Case 720-390, September 2019. (Revised May 2020.)
      • September 2019
      • Supplement

      Keroche (B): Considering Entry into the Kenyan Beer Market

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth And Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime And Corruption; customer focus And relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; Consumer Behavior; Market Entry And Exit; Problems And Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (B): Considering Entry into the Kenyan Beer Market." Harvard Business School Supplement 720-391, September 2019.
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (C): The Excise Tax Increase

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the Kenyan government’s decision to increase excise taxes on wines in 2007. The tax increase would cause an average increase in price of 367% on Keroche’s fortified wines. Meanwhile, Keroche’s competitor EABL had effectively lobbied the government...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Small Business; Family Business; Crime And Corruption; customer focus And relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; Consumer Behavior; Market Entry And Exit; Problems And Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (C): The Excise Tax Increase." Harvard Business School Supplement 720-392, September 2019. (Revised May 2020.)
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (D): Transforming the Core Business

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case describes Keroche co-founder Tabitha Karanja’s decision to exit the wine business following the Kenyan government’s 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines,...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Beverages; Alcoholic Drinks; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Viena Ice; Beer; Beer Market; Premium Beer; Manufacturing; Summit Lager; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Small Business; Family Business; Crime And Corruption; customer focus And relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; Consumer Behavior; Market Entry And Exit; Problems And Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (D): Transforming the Core Business." Harvard Business School Supplement 720-393, September 2019. (Revised May 2020.)
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (E): Considering Additional Capacity

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case describes Keroche’s growth after entering the beer business in 2008. Although the company was operating at full capacity and not able to fulfill all of its orders, Tabitha Karanja had set a goal of growing Keroche’s share of the Kenyan beer market from...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Beverages; Beer; Beer Market; Premium Beer; Manufacturing; Production; Production Capacity; Capacity; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Small Business; Family Business; Crime And Corruption; customer focus And relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; Consumer Behavior; Market Entry And Exit; Problems And Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Investment; Financing And Loans; Manufacturing Industry; Food And Beverage Industry
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (E): Considering Additional Capacity." Harvard Business School Supplement 720-394, September 2019. (Revised May 2020.)
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (F): Future Growth Plans

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case describes Keroche co-founder Tabitha Karanja’s 2012 decision to invest in additional production capacity. In November 2012, with a loan from Barclay’s bank, Keroche began constructing a new state-of-the-art beer brewery using German technology. The new plant,...  View Details
      Keywords: Keroche; Alcohol; Aloholic Beverages; Beer; Production Capacity; Growth; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Small Business; Family Business; Crime And Corruption; customer focus And relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; Consumer Behavior; Market Entry And Exit; Problems And Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (F): Future Growth Plans." Harvard Business School Supplement 720-395, September 2019. (Revised May 2020.)
      • September 2019 (Revised February 2020)
      • Teaching Note

      Commonwealth Bank of Australia: Unbanklike Experimentation

      By: Ryan W. Buell and Leslie K. John
      Email mking@hbs.edu for a courtesy copy.

      This Teaching Note explains the theory of the case and teaching plan for the case: Commonwealth Bank of Australia: Unbanklike Experimentation (619-018). In August 2017,...  View Details
      Keywords: Transparency; Experimentation; Banks And Banking; Credit Cards; customer focus And relationships; Competitive Strategy; Banking Industry; Australia
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      Buell, Ryan W., and Leslie K. John. "Commonwealth Bank of Australia: Unbanklike Experimentation." Harvard Business School Teaching Note 620-041, September 2019. (Revised February 2020.)
      • July–August 2019
      • Article

      The Soul of a Startup

      By: Ranjay Gulati
      There’s an essential, intangible something in start-ups—an energy, a soul. It inspires enthusiasm and fosters a sense of deep connection and mutual purpose. While this spirit persists, engagement is high and businesses keep their edge.
      But all too often,...  View Details
      Keywords: Business Startups; Mission And Purpose; customer focus And relationships; Employees; Creativity; Business Growth And Maturation
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      Gulati, Ranjay. "The Soul of a Startup." Harvard Business Review 97, no. 4 (July–August 2019): 85–91.
      • Article

      How B2B Companies Can Win Back Customers They've Lost

      By: Frank V. Cespedes and León Poblete
      Most research and training in sales focus on acquiring new customers. But winning back previous customers is increasingly important: mergers, choice in supply chains, and uncertainty about trade wars mean that B2B customers are constantly re-evaluating relationships...  View Details
      Keywords: B2b; Customer Reacquisition; customer relationship Management
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      Cespedes, Frank V., and León Poblete. "How B2B Companies Can Win Back Customers They've Lost." Harvard Business Review (website) (June 3, 2019).
      • March 2019
      • Case

      Mahindra Finance

      By: V.G. Narayanan and Tanvi Deshpande
      Mahindra Finance is a non-banking lender operating mainly in the rural and semi-urban areas of India. Set up in 1991, the company had grown to become a market leader with assets of $8.5 billion and a presence in 3,30,000 villages across India. Since most of Mahindra's...  View Details
      Keywords: Accounting; Business Model; Volatility; customer focus And relationships; Decisions; Credit; Financing And Loans; Service Delivery; Risk And Uncertainty; Financial Services Industry; India
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      Narayanan, V.G., and Tanvi Deshpande. "Mahindra Finance." Harvard Business School Case 119-003, March 2019.
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