Core Readings

Suggested Readings:

S-D Logic Compatible Readings

Market Orientation and Performance
Levitt, Theodore (1960), “Marketing Myopia,” Harvard Business Review, 38 (July/August), 26-44, 173-181
Normann, Richard (2001), Reframing Business: When the Map Changes the Landscape, Chichester, England: Wiley (Chapters 1 and 2)
Kim, W. C. and R. Mauborgne (2004). "Blue Ocean Strategy." Harvard Business Review 82(10): 76.
Zenger, Todd, (2013), “What is the Theory of your Firm,” Harvard Business Review, June
Webster, Frederick E., Jr. (1992), “The Changing Role of Marketing in the Corporation,” Journal of Marketing, 56 (October), 1-17. (read lightly)
Wind, Yoram (2008) “A Plan to Invent the Marketing We Need Today,” MIT Sloan Management Review, Summer, 21-28.
Yoon, E., & Deeken, L. (2013). Why It Pays to Be a Category Creator. Harvard Business Review, 91(3), 21-23.


The Market Environment and Market Research
Prahalad, C. K. and Gary Hamel (1990), “The Core Competence of the Corporation,” Harvard Business Review, 68 (May/June), 79-91.
Prahalad, C. K. and Venkatram Ramaswamy (2000), Co-opting Customer Competence, Harvard Business Review,78 (January/February), 79-87.
Rawson, Alex, Ewan Duncan, and Conor Jones (2013), “The Truth about Customer Experience” Harvard Business Review 91.
Gupta, Sunil and Valarie Zeithaml (2005), “Customer Metrics: The Past, the Present, and the Future in Academic Practice,” Special Report (No. 05-200) of The Marketing Science Institute.
Gronroos, Christian (1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing,” Asia-Australia Marketing Journal, 2 (August), 9-29.
Pine, Joseph II and James H. Gilmore (1998) “Welcome to the Experience Economy,” Harvard Business Review, 76 (July/Aug), 97-105


The Customer, Customer Satisfaction, Loyalty, and Value Creation
Prahalad, C. K. and V. Ramaswamy (2003). "The New Frontier of Experience Innovation." MIT Sloan Management Review 44(4):12
Reed, I., Americus and L. E. Bolton (2005). "The Complexity of Identity." MIT Sloan Management Review 46 (3): 18.
Womack, J., P. and D. T. Jones (2005). "Lean Consumption." Harvard Business Review 83 (3): 59.
Dixon, Mathew, Karen Freeman, and Nicholas Toman (2010), “Stop Trying to Delight Your Customers,” Harvard Business Review, Jul-Aug, 1-7.
Hesket, James L, et al (1994), “Putting the Service-Profit Chain to Work,” Harvard Business Review, (Mar-April), 164-170
Reichheld, Fredrick F. and W. Earl Sasser (1990), Zero Defections Comes to Services,” Harvard Business Review, (Sept-Oct), 1-8.


Segmenting, Targeting and Positioning
Case: Biz-rate.com – 9-501-024 (Orientation and Strategy)
Christensen, Clayton, Michael Raynor, and Matt Verlinden (2001), “Skate to Where the Money Will Be.” Harvard Business Review, (Nov.), 72-81
Jacques, F., M. (2007). "Even Commodities Have Customers." Harvard Business Review 85 (5): 110.
Meyer, C. and Schwager, A. (2007). "Understanding Customer Experience." Harvard Business Review 85 (2): 116.


Branding
Case: Cofidis – 9-501-055 (Segmenting and Positioning)
Christensen, C., M., S. D. Anthony, et al. (2007). "Finding the Right Job for Your Product." MIT Sloan Management Review 48(3): 38.
Rust, Roland T., Valarie A. Zeithaml, and Katherine N. Lemon (2004), Customer-Centered Brand Management,” Harvard Business Review, (Sep), 110-118.
Berthon, P., M. B. Holbrook, et al. (2007). "Viewing Brands in Multiple Dimensions." MIT Sloan Management Review 48 (2): 37.
Christensen, C., M., S. Cook, et al. (2005). "Marketing Malpractice." Harvard Business Review 83 (12): 74.


Products and Services
Brower, Joseph L. and Clayton M. Christensen (1995), “Disruptive Technologies: Catching the Wave,” Harvard Business Review Jan-Feb, 43-53.
Wessel, M., & Christensen, C. M. (2012). Surviving Disruption. Harvard Business Review, 90(12), 56-64.
Prahalad, C.K. and Allen Hammond (2002), Serving the Worlds’ Poor Profitably, Harvard Business Review, (Sep), 48-57
Immelt, Jeffery R. Vijay Govindarajan, and Chris Trimble (2009) “How GE is Disrupting Itself,” Harvard Business Review, (Oct), 56-65.
Vargo, Stephen L. and Robert F. Lusch (2004), “The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model,” Journal of Service Research, 6 (May), 324-335 (read lightly)
Christensen, C., M., H. Baumann, et al. (2006). "Disruptive Innovation for Social Change." Harvard Business Review 84(12): 94.
Govindarajan, V. (2012). A reverse-innovation playbook. Harvard Business Review, 90(4), 120-124.
Kim, W. C. and R. Mauborgne (2004). "Value Innovation: The Strategic Logic of High Growth." Harvard Business Review 82(7,8): 172.
Michel, S., S.W. Brown, and A.S Gallan (2008), « Service-Logic Innovations : How to Innovate Customers, Not Products, California Management Review, 50 (Spring), 49-65.
Boudreau, K. J., & Lakhani, K. R. (2013). Using the crowd as an innovation partner. Harvard Business Review, 91(4), 60-9.


Pricing Decisions
Case: Omnitel Pronto Italia – 9-501-002 (Pricing Decisions)

Channels and Networks
Normann, Richard and Rafael Ramirez (1993), “From Value Chain to Value Constellation: Designing Interactive Strategy,” Harvard Business Review, 71 (July/August), 65-77.
Iansiti, Marco and Roy Levien (2004), “Strategy as Ecology,” Harvard Business Review, Mar, 68-78.
Adner, Ron (2006), “Match Your Innovation Strategy to Your Innovation Ecosystem, Apr, 1-11.
Brynjolfsson, E., Y Hu, and M.D. Smith (2006), “From Niches to Riches: Anatomy of the Long Tail,” Sloan Management Review, (Summer), 67-71.
Pil, F. K., Matthias Holweg (2006). "Evolving From Value Chain to Value Grid." MIT Sloan Management Review 47(4): 72.
Evans, Philip B. and Thomas S. Wurster (1997), “Strategy and The New Economics Of Information,” Harvard Business Review, (September/October), 71-82.


Advertising and Promotion Decisions
Case: Cunard Line, Ltd. – 9-594-046 (Comprehensive)

The New Logic of Marketing
Vargo, Stephen L. and Robert F. Lusch (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), 1-17.
Vargo, Stephen L. and Robert F. Lusch (2008). Service-Dominant Logic: “Continuing the Evolution,” Journal of the Academy of Marketing Science, (Forthcoming).
Lusch, Robert F, Stephen L. Vargo, and Alan Malter (2006), Marketing as Service-Exchange: Taking a Leadership Role in Global Marketing Management, Organizational Dynamics, 35 (3) 264-78
Achrol, Ravi S. (1991), “Evolution of the Marketing Organization: New Frontiers for Turbulent Environments,” Journal of Marketing, 55 (October), 77-93.
Vargo, Stephen L. and Robert F. Lusch (2006), “The Service-Dominant Logic of Marketing: What It Is, What It Is Not, What It Might Be,” in (R. F. Lusch and S. L. Vargo, eds) The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Armonk, NY: Sharpe, 43-56.


Suggested Books:
Chesbrough, Henry (2006), Open Business Models: How to Thrive in the New Innovation Landscape, Boston: Harvard Business School Publishing
Christensen, Clayton M, Scott D. Anthony, and Erik Roth (2004), Seeing What’s Next: Using the Theories of Innovation to Predict Industry Change, Boston: Harvard Business School Press.
Gilmore, James H. and B. Joseph Pine II (1999), The Experience Economy, Cambridge, MA: Harvard Business School
Hawken, Paul, Amory Lovins, and L. Hunter Lovins (1999), Natural Capitalism: Creating the Next Industrial Revolution, Boston: Little, Brown and Co.
Iansiti, Marco and Roy Levien (2004), The Keystone Advantage: What the New Dynamics of Business Ecosystems Mean for Strategy, Innovation, and Sustainability, Boston: Harvard Business School Press.
Keingham, Timothy and Terry Vavra (2001), The Customer Delight Principle, Chicago: McGraw-Hill.
Kim, W. Chan and Renee Mauborgne (2005), Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, Boston: Harvard Business School Publishing
Rifkin, Jeremy (2000). The Age of Access: The New Culture of Hypercapitalism, Where All of Life is a Paid-For Experience, New York: Putnam.
Rust, Roland, Katherine N. Lemon, and Valarie A. Zeithaml (2000), Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, New York: Simon and Schuster
Underhill, Paco (2000), Why We Buy, New York: Simon and Schuster
Zuboff, Shoshana and James Maxmin (2002), The Support Economy: Why Corporations are Failing Individuals and the Next Episode of Capitalism, New York: Penguin.