Case study: when it’s time to expand beyond the base

Bertini, M and Tavassoli, N T (2017) Case study: when it’s time to expand beyond the base. Harvard Business Review, 95 (5). pp. 143-147. ISSN 0017-8012

Abstract

Bertini and Tavassoli teach the original case in their undergrad and executive courses to examine the role of core customers in growing a company’s brand and bottom line. Is it OK to upset your loyalists along the way?

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Item Type: Article
Subject Areas: Marketing
Additional Information:

© 2017 Harvard Business School Publishing

Subjects: C > Case studies
C > Customer relations
P > Pricing
Date Deposited: 26 Aug 2020 10:15
Last Modified: 02 Oct 2020 09:27
URI: https://lbsresearch.london.edu/id/eprint/1471
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