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Unlock the Mysteries of Your Customer Relationships
Avery, Jill; Fournier, Susan; Wittenbraker, JohnArticle HBS-R1407E-EMarketingDespite the $11 billion spent on CRM software annually, many consumer companies don't understand customer relationships at all. They aren't aware of the variety of relationship types and don't understand what kind their customers want. Through research in a wide variety of consumer industries, the authors have identified 29 types of relationships. For example, some customers want to be "best friends" with a brand; others are looking for a passion...Starting at €8.20
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The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
Avery, Jill; Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-518081-EMarketingIn September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio and designing a strategy that would clearly differentiate each brand from the others and a brand architecture system to communicate to consumers how to navigate among them. She wou...Starting at €8.20
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Financial Literacy Strategies: For Entrepreneurs
Berman, Karen; Knight, JoeBook Chapter HBS-6572BC-EIn order to have a financially intelligent company, you must first figure out a strategy for getting there. This chapter outlines three approaches that have proven effective in making financial literacy part of a company's culture. This chapter is excerpted from "Financial Intelligence for Entrepreneurs: What You Really Need to Know About the Numbers."Starting at €8.20
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The Many Forms of Profit: Entrepreneurs Need to Understand the Calculation of Profit
Berman, Karen; Knight, JoeBook Chapter HBS-6550BC-EMany names and incarnations are used to describe profit on an income statement. Some of its incarnations are gross profit, operating profit, and net profit. Understanding each of these terms - and how to use them - will make an income statement much more accessible. This chapter is excerpted from "Financial Intelligence for Entrepreneurs."Starting at €8.20
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Profit Does Not Equal Cash (and You Need Both): Financial Intelligence for Entrepreneurs
Berman, Karen; Knight, JoeBook Chapter HBS-6557BC-EWhy is profit not the same as cash coming in? There are three essential reasons: revenue is booked at sale, expenses are matched to revenue, and capital expenditures don't count against profit. Entrepreneurial businesses may face periods of fluctuating sales - which can wreak havoc on an entrepreneur's cash flow, even if they don't affect profitability. This chapter is excerpted from "Financial Intelligence for Entrepreneurs: What You Really Need...Starting at €8.20
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Revenue - The Issue is Recognition: Entrepreneurs Need to Understand the Possibilities and Pitfalls
Berman, Karen; Knight, JoeBook Chapter HBS-6548BC-EThe issue of when a sale can be recorded is one of the more artful aspects of the income statement that entrepreneurs need to learn. This chapter explains the often murky guidelines accountants use for recording and recognizing a sale and identifies some areas you should keep an eye on where manipulation of the numbers sometimes occurs. This chapter is excerpted from "Financial Intelligence for Entrepreneurs."Starting at €8.20
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The Building Blocks of ROI: How to Calculate and Understand Return on Investment
Berman, Karen; Knight, JoeBook Chapter HBS-6566BC-EKnowledge and CommunicationThis chapter discusses foundational principles, including the time value of money, for making decisions relating to capital investment in corporate America. To be a successful entrepreneur, you must understand the basics of spending cash in the hope of realizing a return - like buying a new machine or software application. This chapter is excerpted from "Financial Intelligence for Entrepreneurs: What You Really Need to Know About the Numbers."Starting at €8.20