A Taste of Frankenmuth: A Town in Michigan Thinks About Word-of-mouth Referral

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Case

Reference no. 9-800-029

Subject category: Case Method and Specialist Management Disciplines

Authors: Roger Hallowell (Harvard Business School); Abby Hansen (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1999

Version: 2 September 1999

Length: 26 pages

Data source: Field research

Topics: Customer retention; Marketing management; Service management; Customer service

Share a link: https://casecent.re/p/42722

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Abstract

A town, 'Michigan's little Bavaria,' discusses word-of-mouth referral. Enables students to calculate the value of word-of-mouth and understand how to increase it.

Location:

Michigan

Industry:

Tourism services

Other setting(s):

1999

About

Abstract

A town, 'Michigan's little Bavaria,' discusses word-of-mouth referral. Enables students to calculate the value of word-of-mouth and understand how to increase it.