What Is Lost When a Customer Leaves?Jan 01, 2002
This profitability model includes customers’ social interactions, and calculates the cost of customers lost—to competitors or your own company.
Balancing Value Creation and AppropriationJan 01, 2002
A firm must create value-and then extract profits from its efforts. What happens when a firm shifts strategic emphasis?
Taking the Measure of the BrandJan 01, 2002
This study describes a product-market-based measure of brand equity that is relevant to marketers and CEOs alike.
Uncertainty and Competitive ReasoningJan 01, 2002
Few managers try to anticipate competitors’ reactions to their own moves. This study explores why.
Helping Consumers Choose Among BundlesJan 01, 2002
More firms are bundling their products and services. How do consumers view the task of choosing among bundles?