A List of Independent Services Marketing Cases
Compiled by Michael Brady, Boston College (bradymp@bc.edu)
Case Title
Author(s)
Cofidis
Luc Wathieu
Publisher/
Reference #
Submitted by:
Relevant Content Area
Harvard Case
#9-501-055
Louis Fabien
FABIEN@em-lyon.com
Financial Services Marketing
e-services, Sponsorship
Acorn Park Hotel
Jim Barnes
Jim Barnes
Jim Barnes
jbarnes@mun.ca
Service recovery management,
Customer expectations &
satisfaction management
Reading Rehabilitation Hospital:
Implementing Patient-Focused Care
Jody Hoffer Gittell
& Mason Brown
Harvard Case
#9-898-172
Mike Brady
bradymp@bc.edu
Service process management,
Service teams
Ritz Carlton: Using Information
Systems to Better Serve
the Customer
Norman Klein, W.
Earl Sasser &
Thomas O. Jones
Harvard Case
#9-395-064
Mike Brady
bradymp@bc.edu
Service recovery management,
Employee management,
Information Systems in Services
Egghead to Egghead.com
V. Kasturi Rangan
Harvard Case
# 9-599-093
Mike Brady
bradymp@bc.edu
Bricks to clicks, Physical
Environment Management,
e-services management
Northwest Airlines and the Detroit
Snowstorm
Roger Hallowell
Harvard Case
#9-800-053
Mike Brady
bradymp@bc.edu
Service recovery management,
Complaint management
Yesmail.com
Luc Wathieu
Harvard Case
#9-500-092
Mike Brady
bradymp@bc.edu
e-services marketing,
internet-marketing
1
Independent Cases
Publisher/
Reference #
Submitted by:
Relevant Content Area
V. Kasturi Rangan
Harvard Case
#9-593-098
Mike Brady
bradymp@bc.edu
Nonprofit services marketing,
Service process management
Xerox Corporation: The Customer
Satisfaction Program
Melvyn Menezes
& Jon Serbin
Harvard Case
#9-594-109
Mike Brady
bradymp@bc.edu
Customer Satisfaction
Management, Loyalty
Management
Virgin Atlantic Airways:
Ten Years After
Pantea Denoyelle
& Jean-Claude
Larreche
INSEAD Case
#595-023-1
Mike Brady
bradymp@bc.edu
Delivering service value,
New service development
Airmiles
John Quelch
Harvard Case
9-593-102
Kay Lemon
lemonka@bc.edu
Launching a new service;
customer economics
Bronner Slosberg Humphrey
David E. Bell
Harvard Case
9-598-136
Kay Lemon
lemonka@bc.edu
Marketing Strategy
(Consulting firm, now Digitas)
Bay Funds
Al Silk
Harvard Case
9-595-031
Kay Lemon
lemonka@bc.edu
Calyx and Corolla
Walter J. Salmon
and David Wylie
Harvard Case
9-592-035
Kay Lemon
lemonka@bc.edu
Marketing Communication
Strategy
(Financial Services)
Channel Management; New
Business Models; Customer
Valuation
(Floral Delivery Service)
Case Title
Author(s)
The Aravind Eye Hospital,
Madurai, India: In Service for Sight
2
Independent Cases
Publisher/
Reference #
Submitted by:
V. Kasturi Rangan
Harvard Case
9-595-026
Kay Lemon
lemonka@bc.edu
CVS: The Web Strategy
John Deighton
Harvard Case
9-500-008
Kay Lemon
lemonka@bc.edu
Federal Express: The Money-Back
Guarantee
Christopher Hart
Harvard Case
9-690-004
Kay Lemon
lemonka@bc.edu
IDS Financial
John Deighton
Harvard Case
9-596-045
Kay Lemon
lemonka@bc.edu
King Size Co.
David E. Bell
Harvard Case
9-595-013
Kay Lemon
lemonka@bc.edu
Lifespan: Abbot Northwestern
Hospital
Melvyn Menezes
Harvard Case
9-597-104
Kay Lemon
lemonka@bc.edu
Oakland A's: Baseball's Great
Transformation
Leonard
Schlesinger
Harvard Case
9-690-088
Kay Lemon
lemonka@bc.edu
Customer Lifetime Value
(Retailing)
Managing marketing
performance in a not-for-profit
setting; Managing Multiple
Constituencies, Marketing
Strategy
(Health Care)
Customer Relations; Customer
Service
(Entertainment)
OnSale
Youngme Moon
Harvard Case
9-599-091
Kay Lemon
lemonka@bc.edu
Pricing issues
(Web start up; off-price e-tailer)
Case Title
Author(s)
Citibank: Launching the Credit
Card in Asia Pacific
3
Relevant Content Area
Global Issues; New Market
Entry; Customer Acquisition
Strategies
(Financial Services)
Multi-channel issues, Managing
multiple constituencies
(Retailing)
Service Recovery, Guarantees
(Delivery Services)
Balancing customer acquisition
and customer retention
(Financial Services)
Independent Cases
Case Title
Author(s)
Singapore Airlines
Sandra
Vandermerwe and
Christopher
Lovelock
Publisher/
Reference #
International
Institute for
Management
development
(IMD),
Lausanne,
Switzerland
Submitted by:
Relevant Content Area
Kay Lemon
lemonka@bc.edu
Service Blueprinting
(Airline)
Harvard Case
9-692-081
Kay Lemon
lemonka@bc.edu
Managing service quality
(Entertainment)
Advertiser and Reader
Relationships; Marketspace
Matrix
(Magazine)
Multi-channel content;
promotion strategy
(Newspaper)
E-commerce, Logistics, Business
Models
(Grocery Delivery)
Behavioral Pricing, Competition,
Marketing Strategy
(Retailing)
Direct Marketing, Marketing
Research, E-commerce, Business
Strategy
(market research firm)
SkyDome
Leonard
Schlesinger, Roger
Hallowell
TV Guide
Jeffrey Rayport
Harvard Case
9-395-031; 9395-032
Kay Lemon
lemonka@bc.edu
USA Today Online
John Deighton
Harvard Case
9-598-133
Kay Lemon
lemonka@bc.edu
WebVan
Andrew McAfee
Harvard Case
9-602-037
Kay Lemon
lemonka@bc.edu
Tweeter, Etc.
John Gourville and
George Wu
Harvard Case
9-597-028
Kay Lemon
lemonka@bc.edu
Bizrate.com
Youngme Moon
Harvard Case
9-501-024
Kay Lemon
lemonka@bc.edu
4
Independent Cases
Publisher/
Reference #
Submitted by:
John Deighton
Harvard Case
9-597-050
Kay Lemon
lemonka@bc.edu
Katherine N.
Lemon, Elizabeth
Bornheimer and
Kevin Lane Keller
Harvard Case
9-501-004
Kay Lemon
lemonka@bc.edu
John Deighton and
Susan Fournier
Harvard Case
9-596-039 thru
9-596-044
Kay Lemon
lemonka@bc.edu
Case Title
Author(s)
Rogers Communications, Inc.: The
Wave
Brand Report Card Exercise
Consumer Behavior Exercise (A-F)
5
Relevant Content Area
Customer Acquisition and
Retention, Pricing Strategy,
Customer Lifetime Value, New
Product Introduction
(Telecommunications)
Branding, Brand Evaluation
(Exercise for any industry)
Consumer Buying Process,
Consumer Decision-Making
(Exercise for any industry)