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A List of Independent Services Marketing Cases

Compiled by Michael Brady, Boston College (bradymp@bc.edu)

Publisher/
Case Title Author(s) Reference # Submitted by: Relevant Content Area

Cofidis Luc Wathieu Harvard Case Louis Fabien Financial Services Marketing
#9-501-055 FABIEN@em-lyon.com e-services, Sponsorship

Acorn Park Hotel Jim Barnes Jim Barnes Jim Barnes Service recovery management,
jbarnes@mun.ca Customer expectations &
satisfaction management

Reading Rehabilitation Hospital: Jody Hoffer Gittell Harvard Case Mike Brady Service process management,
Implementing Patient-Focused Care & Mason Brown #9-898-172 bradymp@bc.edu Service teams

Ritz Carlton: Using Information Norman Klein, W. Harvard Case Mike Brady Service recovery management,
Systems to Better Serve Earl Sasser & #9-395-064 bradymp@bc.edu Employee management,
the Customer Thomas O. Jones Information Systems in Services

Egghead to Egghead.com V. Kasturi Rangan Harvard Case Mike Brady Bricks to clicks, Physical
# 9-599-093 bradymp@bc.edu Environment Management,
e-services management

Northwest Airlines and the Detroit Roger Hallowell Harvard Case Mike Brady Service recovery management,
Snowstorm #9-800-053 bradymp@bc.edu Complaint management

Yesmail.com Luc Wathieu Harvard Case Mike Brady e-services marketing,


#9-500-092 bradymp@bc.edu internet-marketing

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Independent Cases

Publisher/
Case Title Author(s) Reference # Submitted by: Relevant Content Area

The Aravind Eye Hospital, V. Kasturi Rangan Harvard Case Mike Brady Nonprofit services marketing,
Madurai, India: In Service for Sight #9-593-098 bradymp@bc.edu Service process management

Xerox Corporation: The Customer Melvyn Menezes Harvard Case Mike Brady Customer Satisfaction
Satisfaction Program & Jon Serbin #9-594-109 bradymp@bc.edu Management, Loyalty
Management

Virgin Atlantic Airways: Pantea Denoyelle INSEAD Case Mike Brady Delivering service value,
Ten Years After & Jean-Claude #595-023-1 bradymp@bc.edu New service development
Larreche

Airmiles John Quelch Harvard Case Kay Lemon Launching a new service;
9-593-102 lemonka@bc.edu customer economics

Bronner Slosberg Humphrey David E. Bell Harvard Case Kay Lemon Marketing Strategy
9-598-136 lemonka@bc.edu (Consulting firm, now Digitas)

Bay Funds Al Silk Harvard Case Kay Lemon Marketing Communication


9-595-031 lemonka@bc.edu Strategy
(Financial Services)
Channel Management; New
Calyx and Corolla Walter J. Salmon Harvard Case Kay Lemon Business Models; Customer
and David Wylie 9-592-035 lemonka@bc.edu Valuation
(Floral Delivery Service)

2
Independent Cases

Publisher/
Case Title Author(s) Reference # Submitted by: Relevant Content Area
Global Issues; New Market
Citibank: Launching the Credit V. Kasturi Rangan Harvard Case Kay Lemon Entry; Customer Acquisition
Card in Asia Pacific 9-595-026 lemonka@bc.edu Strategies
(Financial Services)
Multi-channel issues, Managing
CVS: The Web Strategy John Deighton Harvard Case Kay Lemon multiple constituencies
9-500-008 lemonka@bc.edu (Retailing)

Federal Express: The Money-Back Christopher Hart Harvard Case Kay Lemon Service Recovery, Guarantees
Guarantee 9-690-004 lemonka@bc.edu (Delivery Services)
Balancing customer acquisition
IDS Financial John Deighton Harvard Case Kay Lemon and customer retention
9-596-045 lemonka@bc.edu (Financial Services)

King Size Co. David E. Bell Harvard Case Kay Lemon Customer Lifetime Value
9-595-013 lemonka@bc.edu (Retailing)
Managing marketing
performance in a not-for-profit
Lifespan: Abbot Northwestern Melvyn Menezes Harvard Case Kay Lemon setting; Managing Multiple
Hospital 9-597-104 lemonka@bc.edu Constituencies, Marketing
Strategy
(Health Care)
Customer Relations; Customer
Oakland A's: Baseball's Great Leonard Harvard Case Kay Lemon Service
Transformation Schlesinger 9-690-088 lemonka@bc.edu (Entertainment)

OnSale Youngme Moon Harvard Case Kay Lemon Pricing issues


9-599-091 lemonka@bc.edu (Web start up; off-price e-tailer)

3
Independent Cases

Publisher/
Case Title Author(s) Reference # Submitted by: Relevant Content Area
International
Institute for
Singapore Airlines Sandra Management Kay Lemon Service Blueprinting
Vandermerwe and development lemonka@bc.edu (Airline)
Christopher (IMD),
Lovelock Lausanne,
Switzerland
Leonard
SkyDome Schlesinger, Roger Harvard Case Kay Lemon Managing service quality
Hallowell 9-692-081 lemonka@bc.edu (Entertainment)
Advertiser and Reader
TV Guide Jeffrey Rayport Harvard Case Kay Lemon Relationships; Marketspace
9-395-031; 9- lemonka@bc.edu Matrix
395-032 (Magazine)
Multi-channel content;
USA Today Online John Deighton Harvard Case Kay Lemon promotion strategy
9-598-133 lemonka@bc.edu (Newspaper)
E-commerce, Logistics, Business
WebVan Andrew McAfee Harvard Case Kay Lemon Models
9-602-037 lemonka@bc.edu (Grocery Delivery)
Behavioral Pricing, Competition,
Tweeter, Etc. John Gourville and Harvard Case Kay Lemon Marketing Strategy
George Wu 9-597-028 lemonka@bc.edu (Retailing)
Direct Marketing, Marketing
Bizrate.com Youngme Moon Harvard Case Kay Lemon Research, E-commerce, Business
9-501-024 lemonka@bc.edu Strategy
(market research firm)

4
Independent Cases

Publisher/
Case Title Author(s) Reference # Submitted by: Relevant Content Area
Customer Acquisition and
Rogers Communications, Inc.: The John Deighton Harvard Case Kay Lemon Retention, Pricing Strategy,
Wave 9-597-050 lemonka@bc.edu Customer Lifetime Value, New
Product Introduction
(Telecommunications)
Katherine N. Harvard Case Kay Lemon Branding, Brand Evaluation
Brand Report Card Exercise Lemon, Elizabeth 9-501-004 lemonka@bc.edu (Exercise for any industry)
Bornheimer and
Kevin Lane Keller

Consumer Behavior Exercise (A-F) John Deighton and Harvard Case Kay Lemon Consumer Buying Process,
Susan Fournier 9-596-039 thru lemonka@bc.edu Consumer Decision-Making
9-596-044 (Exercise for any industry)