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What Serves the Customer Best? (HBR Case Study and Commentary)
Nunes, Paul F.; Driggs, Woodruff W.; Herman, David; Rayport, Jeffrey; Dull, Stephen; Scafido, JoeArticle HBS-R0610A-EMarketingAs president of Scotch whisky maker Glenmeadie, Bob Littlefield is pleased to see the results of his CMO's recent marketing initiatives. There are new interactive capabilities on the company's Web site, a product information call center, and numerous other customer interfaces designed to deepen consumers' connection to the brand. Thanks to these front-end innovations, sales are up--and largely because of more loyal purchasing behavior, research s...Starting at €8.20
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Web Site Blues (HBR Case Study and Commentary)
Maruca, Regina Fazio; Siegel, David; Carpenter, Candice; Ticoll, David; Rayport, JeffreyArticle HBS-99209-EMarketingSo far, Rachel Soltanoff's instincts had been right. As CEO in this fictional case study, she had successfully navigated TradeRite Software's transition from a news service for stockbrokers to a $70 million provider of shrink-wrapped software geared toward both brokers and the growing day-trader market. Now a well-financed start-up, Stocknet.com, was testing a very competitive product that traders could download directly over the Web. And TradeRi...Starting at €8.20