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Think Customers Hate Waiting Not So Fast...
Buell, Ryan W.; Norton, Michael I.Article HBS-F1105B-EService and Operations ManagementManagers typically look for ways to reduce wait time to increase customer satisfaction. New research suggests there's a better approach: showing customers a representation of the effort, whether literal or not, being expended on their behalf while they wait. (The prototypical example is the travel website Kayak, which shows customers each airline it searches.) Studies show that customers prefer waiting when the work being done is transparent-even...Starting at €8.20
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Juan Valdez: Innovation in Caffeination
Norton, Michael I.; Dann, JeremyCase HBS-513090-EMarketingCorporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with caf chain and packaged coffee ventures. In the 1970s and '80s, the iconic Juan Valdez ingredient brand was the most recognized in the world of coffee. The success of advertising based on this character garners the Colombian coffee industry price premiums in international markets, especially the US. By the 2000s, Colombia's coffee sector i...Starting at €8.20
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People Often Trust Eloquence More Than Honesty
Rogers, Todd; Norton, Michael I.; Berinato, ScottArticle HBS-F1011D-ELeadership and People ManagementThough we'd like to think that it always pays to be honest, new research from Harvard proves that it doesn't necessarily. A new study that compared viewers' reactions to a candidate's answers to questions in a debate reveals that when the candidate dodged a question eloquently, people liked and trusted him nearly as much as when he gave a direct response. What's more, they preferred artful dodges to honest but less articulate answers. That findin...Starting at €8.20
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Making stickK Stick: The Business of Behavioral Economics
John, Leslie K.; Norris, Michael; Norton, Michael I.Case HBS-514019-EMarketingstickK.com, a website that uses behavioral economics to help users achieve their goals, must choose between a direct-to-consumer or business-to-business model. The case includes a discussion of how principles of behavioral economics can be used to influence behavior, and how an understanding of behavioral economics can inform managerial decisions about product adoption and diffusion.Starting at €8.20
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Local Motors: Designed by the Crowd, Built by the Customer
Norton, Michael I.; Dann, Jeremy B.Case HBS-510062-EMarketingIn the wake of the meltdown among US auto manufacturers in 2009, Jay Rogers - CEO of Local Motors - has a new approach for the automotive industry: Decide which models are produced through online design competitions, and then allow customers to "build their own cars" from the winning designs. The case focuses on two key issues: Can Local Motors build a thriving online design community at a reasonable cost? And can customers be convinced to add th...Starting at €8.20
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Think Customers Hate Waiting? Not So Fast... (Spanish version)
Buell, Ryan W.; Norton, Michael I.Article HBS-F1105BService and Operations ManagementManagers typically look for ways to reduce wait time to increase customer satisfaction. New research suggests there's a better approach: showing customers a representation of the effort, whether literal or not, being expended on their behalf while they wait. (The prototypical example is the travel website Kayak, which shows customers each airline it searches.) Studies show that customers prefer waiting when the work being done is transparent-even...Starting at €8.20
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EILEEN FISHER: Repositioning the Brand
Keinan, Anat; Avery, Jill; Wilson, Fiona; Norton, Michael I.Case HBS-512085-EMarketingWell-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing ...Starting at €8.20
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elBulli: The Taste of Innovation
Norton, Michael I.; Villanueva, Julian; Wathieu, LucCase HBS-509015-EMarketingFerran Adri , chef at elBulli, the highest-ranked restaurant in the world for two consecutive years, faces two related decisions. First, Adri and his team must continue to develop new and different dishes for the ground-breaking cuisine at elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. In addition, they are also faced with the challenge of growing the business, exploring whether the core co...Starting at €8.20
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Innovation in Caffeination (Spanish version)
Norton, Michael I.; Dann, JeremyCase HBS-513S20MarketingCorporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with caf chain and packaged coffee ventures. In the 1970s and '80s, the iconic Juan Valdez ingredient brand was the most recognized in the world of coffee. The success of advertising based on this character garners the Colombian coffee industry price premiums in international markets, especially the US. By the 2000s, Colombia's coffee sector i...Starting at €8.20
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The Business of Behavioral Economics (Spanish version)
John, Leslie K.; Norris, Michael; Norton, Michael I.Case HBS-516S15MarketingstickK.com, a website that uses behavioral economics to help users achieve their goals, must choose between a direct-to-consumer or business-to-business model. The case includes a discussion of how principles of behavioral economics can be used to influence behavior, and how an understanding of behavioral economics can inform managerial decisions about product adoption and diffusion.Starting at €8.20