Customer strategy

Fresh insights from academic research, consultancies, and other expert sources.

To serve your customers, you need to understand where they’re trying to go.

Managed sensitively and securely, “confessional commerce” can create a deeper, more valuable experience for users.

A playbook for leveraging your company’s unique strengths.

A new study found that generative AI models may return culturally distinct responses based on the human language used to prompt them.

The HBR Executive Playbook on how to move your AI strategy from experimentation to ROI.

When companies focus on cost cutting and hoarding cash, they can alienate customers, employees, suppliers, shareholders, and communities—just when they’re needed most.

An HBR Executive Live conversation with Michael Fiddelke.

Lessons from Intercorp Perú Ltd on transitioning from an industrial-era conglomerate to an AI-driven corporation.

Autonomous agents are taking over the customer journey—from search to checkout—and companies that wait to adapt risk being cut out entirely.

An HBR Executive Masterclass with Scott D. Anthony.

Video games have transformed consumer engagement. Here’s how you can use them to connect with your audience.

Useful and surprising findings from across academia, consultancies, and other vetted sources.

Packaging products together can appeal to inflation-weary consumers. And you don’t need to discount as much as you may think.

What’s the best way to deal with rising costs and increasingly price-aware customers?

New research shows when to mention a direct competitor in your marketing—and when to avoid it.

Useful and surprising findings from across academia, consultancies, and other vetted sources.

Two factors are complicating the picture these days: tariffs and inflation.

Our guide to all things strategy, from “adjacency expansion” to “value stick.”