When It's Time to Expand beyond the Base

Posted: 26 Aug 2017

See all articles by Marco Bertini

Marco Bertini

ESADE - Ramon Llull University

Nader T. T. Tavassoli

London Business School - Department of Marketing

Date Written: September 1, 2017

Abstract

The new CMO of an extreme-race company is on the hook to come up with a way to further monetize the underexploited brand while also fixing customer pain points related to the registration process. She and the COO propose a premium membership that allows die-hard fans to buy early access to race registration, but tests on social media reveal strong animosity toward the program among some racers. Should the company pull the plug or move forward, potentially upsetting the company's most loyal customers? This fictional case study features expert commentary by Michael Bolingbroke and Huib van Bockel.

Keywords: Pricing, Brand Management, Customer Relationship Management, Marketing Strategy

Suggested Citation

Bertini, Marco and Tavassoli, Nader T. T., When It's Time to Expand beyond the Base (September 1, 2017). Harvard Business Review, Vol. 95, No. 5, 2017. Available at SSRN: https://ssrn.com/abstract=3024661

Marco Bertini (Contact Author)

ESADE - Ramon Llull University ( email )

Avinguda de la Torre Blanca, 59
Sant Cugat del Vall├Ęs, 08172
Spain

Nader T. T. Tavassoli

London Business School - Department of Marketing ( email )

Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom

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