In 2007, Cineplex Entertainment’s chief marketing officer is trying to decide whether or not to launch a loyalty program that will incentivize customers to see more movies and events and spend more on concessions. An important by-product would be the collection of detailed customer purchase data. He designed four possible reward combinations and received suggestions …
A print media campaign to improve attitudes toward the Catholic priesthood and indirectly increase vocations is evaluated by comparing pre- and post-test data.
Intuit was the market leader in tax filing software. The TurboTax software program supported 29 million users compared to just seven million each of the tax software programs from competing companies H&R Block and TaxAct. But Intuit’s overall sales had plummeted in 2015, and to help the tech company increase its sales in 2016, it …
AMD management has a critical decision to make about the boot order of its next-generation technology called Fusion. The Fusion processor concept combines the central processing and graphics units (CPU and GPU) on a single chip, offering advantages in terms of performance (especially when it comes to graphics), power consumption and suitability for new computer …
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In February 1993, Curran Dandurand, senior vice president of the global marketing group for Mary Kay Cosmetics Inc., reflected on the company’s international operations. Mary Kay Cosmetics Inc. products have been sold outside of the United States for more than 15 years, but in 1992 international sales were only 11% of the total $ 1 …
Faced with competitive pressures from local healthcare providers and changing patient demand, the hospital leadership team is developing a strategic plan to reposition the hospital, including investing in new technology and improved facilities to attract major doctors and nurses. As part of this plan, they are hiring design consultants to create a new corporate identity …
In early 2010, Paul Conforti of Finale, the leading dessert restaurant in the Boston area, decided to replace its more traditional mystery shoppers with Survey on the Spot to collect market research data. Survey on the Spot uses a smartphone-based “app” to collect real-time customer data. Based on the initial results, Conforti feared the results …
Thorough research of an industry is often an important part of investment analysis. It is written specifically for HBS MBA students and provides instructions on how to conduct industry research to make investment decisions. It provides detailed information on the recommended resources that are available for this type of research and focuses primarily on what …
Teach this case online with new tips added to the tutorial.