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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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"Broadmoor Lives": A New Orleans Neighborhood's Battle To Recover from Hurricane Katrina (Sequel)
Leonard, Herman; Lee, Henry; Scott, EstherCase HBS-KS1058-EOn January 11, 2006, residents of New Orleans's Broadmoor neighborhood, which still bore the deep scars left by Hurricane Katrina, were shocked by the headlines in The Times-Picayune. The Urban Planning Committee of a mayoral commission charged with developing a reconstruction plan for the hurricane-ravaged city had proposed giving hard-hit neighborhoods like Broadmoor four months to prove that they were still viable and, hence, worth rebuilding...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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"Broadmoor Lives": A New Orleans Neighborhood's Battle To Recover from Hurricane Katrina (A)
Leonard, Herman; Lee, Henry; Scott, EstherCase HBS-KS1016-EOn January 11, 2006, residents of New Orleans's Broadmoor neighborhood, which still bore the deep scars left by Hurricane Katrina, were shocked by the headlines in The Times-Picayune. The Urban Planning Committee of a mayoral commission charged with developing a reconstruction plan for the hurricane-ravaged city had proposed giving hard-hit neighborhoods like Broadmoor four months to prove that they were still viable and, hence, worth rebuilding...Starting at €8.20
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Chile's Water System (A): The Privatization Debate: Teaching Note
Lee, HenryTeaching Note HBS-HKS603-EEconomicsTeaching Note for HKS412.Starting at €0.00