Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 26 July 2002
Length: 14 pages
Data source: Field research
Abstract
Brodie Keast is anxious to understand the sharp contrast between the inertia of prospects and the deep emotional response shown by converted users of TiVo. After an overview of the company's situation and problems, the case focuses on different kinds of data (sales results, satisfaction and usage data, purchase influence, demographics, attitude data, and behavioral data) and explains how that data emerged over time as the company was more and more pressured to explore the essence of its value proposition.
Location:
Industries:
Size:
USD19 million revenues, 265 employees
Other setting(s):
2002
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 28 March 2006
Length: 7 pages
Data source: Field research
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 14 October 2005
Length: 16 pages
Data source: Field research
About
Abstract
Brodie Keast is anxious to understand the sharp contrast between the inertia of prospects and the deep emotional response shown by converted users of TiVo. After an overview of the company's situation and problems, the case focuses on different kinds of data (sales results, satisfaction and usage data, purchase influence, demographics, attitude data, and behavioral data) and explains how that data emerged over time as the company was more and more pressured to explore the essence of its value proposition.
Settings
Location:
Industries:
Size:
USD19 million revenues, 265 employees
Other setting(s):
2002
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 28 March 2006
Length: 7 pages
Data source: Field research
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 14 October 2005
Length: 16 pages
Data source: Field research