Case study: when you have to choose between core and new customers

Bertini, M and Tavassoli, N T (2017) Case study: when you have to choose between core and new customers. Harvard Business Review, 95 (5). pp. 143-147. ISSN 0017-8012

Abstract

In this fictional case study, the new CMO of a company that runs extreme races, combining aspects of ultramarathons and military-style obstacle courses, is on the hook to come up with a way to further monetize the underexploited brand while also fixing customer pain points around the registration process. The solution she and the COO have come up with – a premium membership that allows diehard fans to buy early access to race registration – isn’t being well received in initial online tests. Should the company pull the plug or move forward potentially upsetting the company’s small group of most loyal customers?