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

Journal

Harvard Business Review

Subject

Marketing

Publishing details

Harvard Business Review 2017 Vol 95:5 p 143-147

Authors / Editors

Bertini M;Tavassoli N T

Biographies

Nader Tavassoli

Publication Year

2017

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?

Keywords

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Available on ECCH

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