A List of Independent Services Marketing Cases - Gremler.net
A List of Independent Services Marketing Cases - Gremler.net
A List of Independent Services Marketing Cases - Gremler.net
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A <strong>List</strong> <strong>of</strong> <strong>Independent</strong> <strong>Services</strong> <strong>Marketing</strong> <strong>Cases</strong><br />
Compiled by Michael Brady, Boston College (bradymp@bc.edu)<br />
Case Title<br />
Author(s)<br />
Publisher/<br />
Reference # Submitted by: Relevant Content Area<br />
C<strong>of</strong>idis Luc Wathieu Harvard Case<br />
#9-501-055<br />
Louis Fabien<br />
FABIEN@em-lyon.com<br />
Financial <strong>Services</strong> <strong>Marketing</strong><br />
e-services, Sponsorship<br />
Acorn Park Hotel Jim Barnes Jim Barnes Jim Barnes<br />
jbarnes@mun.ca<br />
Service recovery management,<br />
Customer expectations &<br />
satisfaction management<br />
Reading Rehabilitation Hospital:<br />
Implementing Patient-Focused Care<br />
Jody H<strong>of</strong>fer Gittell<br />
& Mason Brown<br />
Harvard Case<br />
#9-898-172<br />
Mike Brady<br />
bradymp@bc.edu<br />
Service process management,<br />
Service teams<br />
Ritz Carlton: Using Information<br />
Systems to Better Serve<br />
the Customer<br />
Norman Klein, W.<br />
Earl Sasser &<br />
Thomas O. Jones<br />
Harvard Case<br />
#9-395-064<br />
Mike Brady<br />
bradymp@bc.edu<br />
Service recovery management,<br />
Employee management,<br />
Information Systems in <strong>Services</strong><br />
Egghead to Egghead.com V. Kasturi Rangan Harvard Case<br />
# 9-599-093<br />
Mike Brady<br />
bradymp@bc.edu<br />
Bricks to clicks, Physical<br />
Environment Management,<br />
e-services management<br />
Northwest Airlines and the Detroit<br />
Snowstorm<br />
Roger Hallowell<br />
Harvard Case<br />
#9-800-053<br />
Mike Brady<br />
bradymp@bc.edu<br />
Service recovery management,<br />
Complaint management<br />
Yesmail.com Luc Wathieu Harvard Case<br />
#9-500-092<br />
Mike Brady<br />
bradymp@bc.edu<br />
e-services marketing,<br />
inter<strong>net</strong>-marketing<br />
1
Case Title<br />
Author(s)<br />
<strong>Independent</strong> <strong>Cases</strong><br />
Publisher/<br />
Reference # Submitted by: Relevant Content Area<br />
The Aravind Eye Hospital,<br />
Madurai, India: In Service for Sight<br />
V. Kasturi Rangan Harvard Case<br />
#9-593-098<br />
Mike Brady<br />
bradymp@bc.edu<br />
Nonpr<strong>of</strong>it services marketing,<br />
Service process management<br />
Xerox Corporation: The Customer<br />
Satisfaction Program<br />
Melvyn Menezes<br />
& Jon Serbin<br />
Harvard Case<br />
#9-594-109<br />
Mike Brady<br />
bradymp@bc.edu<br />
Customer Satisfaction<br />
Management, Loyalty<br />
Management<br />
Virgin Atlantic Airways:<br />
Ten Years After<br />
Pantea Denoyelle<br />
& Jean-Claude<br />
Larreche<br />
INSEAD Case<br />
#595-023-1<br />
Mike Brady<br />
bradymp@bc.edu<br />
Delivering service value,<br />
New service development<br />
Airmiles John Quelch Harvard Case<br />
9-593-102<br />
Bronner Slosberg Humphrey David E. Bell Harvard Case<br />
9-598-136<br />
Bay Funds Al Silk Harvard Case<br />
9-595-031<br />
Calyx and Corolla<br />
Walter J. Salmon<br />
and David Wylie<br />
Harvard Case<br />
9-592-035<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Launching a new service;<br />
customer economics<br />
<strong>Marketing</strong> Strategy<br />
(Consulting firm, now Digitas)<br />
<strong>Marketing</strong> Communication<br />
Strategy<br />
(Financial <strong>Services</strong>)<br />
Channel Management; New<br />
Business Models; Customer<br />
Valuation<br />
(Floral Delivery Service)<br />
2
Case Title<br />
Citibank: Launching the Credit<br />
Card in Asia Pacific<br />
<strong>Independent</strong> <strong>Cases</strong><br />
Author(s)<br />
Publisher/<br />
Reference # Submitted by: Relevant Content Area<br />
Global Issues; New Market<br />
V. Kasturi Rangan Harvard Case Kay Lemon Entry; Customer Acquisition<br />
9-595-026 lemonka@bc.edu<br />
Strategies<br />
(Financial <strong>Services</strong>)<br />
CVS: The Web Strategy John Deighton Harvard Case<br />
9-500-008<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Multi-channel issues, Managing<br />
multiple constituencies<br />
(Retailing)<br />
Federal Express: The Money-Back<br />
Guarantee<br />
Christopher Hart<br />
Harvard Case<br />
9-690-004<br />
IDS Financial John Deighton Harvard Case<br />
9-596-045<br />
King Size Co. David E. Bell Harvard Case<br />
9-595-013<br />
Lifespan: Abbot Northwestern<br />
Hospital<br />
Oakland A's: Baseball's Great<br />
Transformation<br />
Melvyn Menezes<br />
Leonard<br />
Schlesinger<br />
Harvard Case<br />
9-597-104<br />
Harvard Case<br />
9-690-088<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Service Recovery, Guarantees<br />
(Delivery <strong>Services</strong>)<br />
Balancing customer acquisition<br />
and customer retention<br />
(Financial <strong>Services</strong>)<br />
Customer Lifetime Value<br />
(Retailing)<br />
Managing marketing<br />
performance in a not-for-pr<strong>of</strong>it<br />
setting; Managing Multiple<br />
Constituencies, <strong>Marketing</strong><br />
Strategy<br />
(Health Care)<br />
Customer Relations; Customer<br />
Service<br />
(Entertainment)<br />
OnSale Youngme Moon Harvard Case<br />
9-599-091<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Pricing issues<br />
(Web start up; <strong>of</strong>f-price e-tailer)<br />
3
Case Title<br />
Singapore Airlines<br />
SkyDome<br />
Author(s)<br />
Sandra<br />
Vandermerwe and<br />
Christopher<br />
Lovelock<br />
Leonard<br />
Schlesinger, Roger<br />
Hallowell<br />
<strong>Independent</strong> <strong>Cases</strong><br />
Publisher/<br />
Reference # Submitted by: Relevant Content Area<br />
International<br />
Institute for<br />
Management Kay Lemon<br />
Service Blueprinting<br />
development lemonka@bc.edu<br />
(Airline)<br />
(IMD),<br />
Lausanne,<br />
Switzerland<br />
Harvard Case<br />
9-692-081<br />
TV Guide Jeffrey Rayport Harvard Case<br />
9-395-031; 9-<br />
395-032<br />
USA Today Online John Deighton Harvard Case<br />
9-598-133<br />
WebVan Andrew McAfee Harvard Case<br />
9-602-037<br />
Tweeter, Etc.<br />
John Gourville and<br />
George Wu<br />
Harvard Case<br />
9-597-028<br />
Bizrate.com Youngme Moon Harvard Case<br />
9-501-024<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Managing service quality<br />
(Entertainment)<br />
Advertiser and Reader<br />
Relationships; Marketspace<br />
Matrix<br />
(Magazine)<br />
Multi-channel content;<br />
promotion strategy<br />
(Newspaper)<br />
E-commerce, Logistics, Business<br />
Models<br />
(Grocery Delivery)<br />
Behavioral Pricing, Competition,<br />
<strong>Marketing</strong> Strategy<br />
(Retailing)<br />
Direct <strong>Marketing</strong>, <strong>Marketing</strong><br />
Research, E-commerce, Business<br />
Strategy<br />
(market research firm)<br />
4
Case Title<br />
Rogers Communications, Inc.: The<br />
Wave<br />
Brand Report Card Exercise<br />
Author(s)<br />
John Deighton<br />
Katherine N.<br />
Lemon, Elizabeth<br />
Bornheimer and<br />
Kevin Lane Keller<br />
<strong>Independent</strong> <strong>Cases</strong><br />
Publisher/<br />
Reference # Submitted by: Relevant Content Area<br />
Customer Acquisition and<br />
Harvard Case Kay Lemon Retention, Pricing Strategy,<br />
9-597-050 lemonka@bc.edu Customer Lifetime Value, New<br />
Product Introduction<br />
(Telecommunications)<br />
Harvard Case<br />
9-501-004<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Branding, Brand Evaluation<br />
(Exercise for any industry)<br />
Consumer Behavior Exercise (A-F)<br />
John Deighton and<br />
Susan Fournier<br />
Harvard Case<br />
9-596-039 thru<br />
9-596-044<br />
Kay Lemon<br />
lemonka@bc.edu<br />
Consumer Buying Process,<br />
Consumer Decision-Making<br />
(Exercise for any industry)<br />
5
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