Sampling of HBR Articles Cited in the Service Science Literature

100 Harvard Business Review (HBR) articles relevant to the emerging service science literature

Three Questions:
– What are your top three favorites  from the list below?
– What, if any (HBR articles missing from this list) should be added for their practical insights to service innovation professionals?
– What publications (besides HBR) would have many articles most useful to service-innovation-practitioners in industry and entrepreneurial teams?

 

1. Customer Fit in Service Operations (I)
Chase, Richard B. (1978), “Where Does the Customer Fit in a Service Operation?,” Harvard Business Review, 56 (November-December), 137-42.

2. Behavioral Sciences (I)
Chase, R.B., Dasu, S., 2001. Want to perfect your company’s service? Use behavioral science. Harvard Business Review (June), 79–84.

3. Service Factory – Productivity  (III)
Chase, R.B.,Garvin, D. (1989) The Service Factory, Harvard Business Review, July-August 1989 (lead article), pp. 61-69.

4. Service Science (I, II II)
Chesbrough, H. (2005) Toward a science of services. Harvard Business Review 83, 16–17.

5. Industrialization of Service – Productivity (III)
Levitt, Ted (1976), “Industrialization of Service,” Harvard Business Review, 54 (September-October), 63-74.

6. Designing Services that Deliver – Quality (II)
Shostack, Lynn (1984), “Designing Services that Deliver,” Harvard Business Review, 62 (January-February), 133-39.

7. Putting the Service-Profit Chain to Work – Quality (II)
Heskett, James L., Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger (1994), “Putting the Service-Profit Chain to Work,” Harvard Business Review (March/April), 164-72.

8. Quality Comes To Services – Quality (I & II)
Reichheld, Frederick and W. Earl Sasser, Jr. (1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, 68 (September/October), 105-11.

9. Profitable Art of Service Recovery – Quality (I & II)
Hart, Christopher W.L., W. Earl Sasser, Jr., and James L. Heskett (1990), “The Profitable Art of Service Recovery” Harvard Business Review, (July-August), 148-56.

10. Matching Supply and Demand (Productivity)
Sasser, W. Earl (1976), “Match Supply and Demand in Service Industries,” Harvard Business Review, 54 (November-Decem- ber), 133-40.

11. The Service Driven Company (Quality)
Schlesinger, Leonard A. and James L. Heskett (1991), “The Service-Driven Service Company,” Harvard Business Review (September/October), 71-81.

12. Effective Marketing for Professional Services (Growth)
Bloom, Paul N. (1984), “Effective Marketing for Professional Services,” Harvard Business Review (September/October), 102-10.

13. Capturing Value of Supplementary Services (Growth, Scope, Adjacent Spaces, Sustainable Innovation, Quality)
Anderson, James C. and James A. Narus (1995), “Capturing the Value of Supplementary Services,” Harvard Business Review, 73 (January/February), 75-83.

14. Cost Accounting Comes to Service Industries (Productivity)
Dearden, John (1978), “Cost Accounting Comes to Service Industries,” Harvard Business Review, 56 (September-Oc- tober), 132-140.

15. Production-Line Approach to Services (Productivity)
Levitt, Theodore (1972), “Production-Line Approach to Services,” Harvard Business Review, 50 (September-Octo- ber), 42-52.

16. Knowledge Based Busienss (Sustainable Innovation)
Davis, S., J. Botkin. 1994. The coming of the knowledge-based business. Harvard Bus. Rev.72 (Sept./Oct.) 165-170.

17.Exploiting the Virtual Value Chain (Productivity)
Rayport, Jeffrey F. and John J. Sviokla (1995), “Exploiting the Virtual Value Chain,” Harvard Business Review, 73 (November/December), 14-24.

18. Surviving the Revolution
Karmarkar, Uday (2004).“Will You Survive the Services Revolution?,” Harvard Business Review, 82 (June) 100–108.

19. Value Constellations
Normann, Richard and Rafael Ramirez (1993). “From Value Chain to Value Constellation: Designing Interactive Strategy,” Harvard Business Review, (July–August) 65–77.

20. Making Mass Customization Work
Pine, Joseph B., II, Bart Victor, and Andrew C. Boynton (1993), “Making Mass Customization Work,” Harvard Business Re- view, 71 (September/October), 108-19.

21. Service Life Cycle of Products
Potts, G.W. (1988), ªExploiting your product’s service life cycleº, Harvard Business Review, Vol. 66 No. 5, pp. 32-5.

22. Beyond Products: Services-Based Strategy
Quinn, J.B., Doorley, T.L. and Paquette, P.C. (1990), “Beyond products: services-based strategy,” Harvard Business Review, Vol. 68 No. 2, pp. 58-67.

23. Unconditional Service Guarantees
C.W.L. Hart, “The Power of Unconditional Service Guarantees,” Harvard Business Review, 66(4) July-August 1988, 54-62

24. Governance
Mintzberg, Henry. 1996. Managing Government, Governing Management. Harvard Business Review74(3): 75-83.

25. IT
McAfee A, Brynjolfsson E. 2008. Investing in the IT that makes a competitive difference. Harvard Business Review 86(7–8).

26. Sell Services More Profitably
Reinartz, W. and Ulaga, W. (2008) How to Sell Services More Profitably, Harvard Business Review, 86: 90-96.

27. Downstream profits
Wise, R. and Baumgartner, P. (1999) Go Downstream: The New Profit Imperative in Manufacturing. Harvard Business Review, Sept-Oct, 133-141.

28. House of Quality
Hauser, John R. and Don Clausing (1988), “The House of Quality,” Harvard Business Review, 66 (May-June), 63-73.

29. Experience Economy
Pine, B. Joseph and James H. Gilmore (1998), Welcome to the Experience Economy.Harvard Business Review.

30. Core Competence of the Corporation
Prahalad, C.K. and Gary Hamel (1990), “The Core Competence of the Corporation,” Harvard Business Review, 68 (May-June), 79-91.

31. Co-opting Customer Competence
Prahalad, C.K and Venkatram Ramaswamy (2000), “Co-opting Customer Competence,” Harvard Business Review, 78 (January- February), 79-87.

32. Strategy and the New Economics of Information
Evans, Philip B. and Thomas S. Wurster (1997), “Strategy and the New Economics of Information,” Harvard Business Review, 75 (September-October), 71-82.

33. Symbols for Sale
Levy, Sidney J. (1959), “Symbols for Sale,” Harvard Business Review, 37 (July–August), 117–24.

34. How Brands Become Icons
Holt, Douglas B. (2004), How Brands Become Icons: The Principles of Cultural Branding, Cambridge, MA: Harvard Business School Press.

35. Reengineering works
Hammer, M. (1990). ‘Reengineering works: Don’t automate, obliterate’, Harvard Business Review, 68(4), pp. 104–112.

36. Lean Service Machine
Swank CK. The lean service machine. Harvard Bus Review 2003; 81(10):123-129, 38.

37. Fixing Health Care
Spear SJ. Fixing health care from the inside, today. Harvard Bus Review 2005;83(9):78-91.

38. Competing for the Future
Hamel, G., & Prahalad, C. K. 1994. Competing for the future. Boston, MA: Harvard Business School Press.

39.Balanced Scoreboard
Kaplan, R.S., & Norton, D. P. 1992. The balanced scorecard: Measures that drive performance. Harvard Business Review, 70(1): 71-79.

40. Competing on capabilities
Stalk, G., Evans, P., & Shulman, L. 1992. Competing on capabilities: The new rules of corporate strategy. Harvard Business Review, 70(2): 57-69.

41. Lessons in the Service Sector
Heskett, James L. (1987), “Lessons in the Service Sector,” Harvard Business Review, 87 (March-April), 118-26.

42. Value Innovation
Kim, W. C. & Mauborgne, R. (1997). Value innovation: The strategic logic of high growth. Harvard Business Review, 75(1), 103-112.

43. Creating new market space
Kim, W. C. & Mauborgne, R. (1999). Creating new market space. Harvard Business Review, 77(1), 83-93.

44. Learning to love the service economy
Canton, I. D. [1984] ‘Learning to love the service economy’, Harvard Business Review, may-June, 89-97.

45. Hearing the voice of the market
Barabba, Vincent and Gerald Zaltman (1991), Hearing the Voice of the Market. Cambridge, MA: Harvard Business School Press.

46. Information and Competitive Advantage
Porter, Michael E. and Victor E. Millar (1985), “How Information Gives You Competitive Advantage,” Harvard Busi- ness Review, 85 (July-August), 149-60.

47. Relationship marketing
Fournier, Susan Susan Dobscha, and David Glen Mick (1998), “Preventing the Premature Death of Relationship Marketing,” Harvard Business Review, 77 (January/February), 42-51

48. Desgin
Leonard, Dorothy and Jeffrey F. Rayport (1997), “Spark Innovation through Empathic Design,” Harvard Business Review, 75 (November/December), 102-13.

49. Trust and virtual organization
Handy, C. (1995). Trust and the virtual organization. Harvard Business Review, 73(3), 40-48.

50. Contextual marketing & Internet
Kenny, D., & Marshall, J. F. (2000). Contextual marketing: The real business of the Internet. Harvard Business Review, 78(6), 119-125.

51. Commoditization of Process
Davenport, T. The coming commoditization of processes. Harvard Business Rev. (June 2005), 100–108.

52. Manager Job
Mintzberg, H. The manager’s job: Folklore and fact. Harvard Business Review (July/Aug. 1975), 49–61.

53. Knowledge Creating Company
Nonaka, I. The knowledge creating company. Harvard Business Review 69 (Nov–Dec 1991), 96–104.

54. Business Models Matter
Magretta, J. (2002), “Why business models matter”, Harvard Business Review, Vol. 80 No. 5, pp. 86-92.

55. Business Model
Johnson M. W., Christensen, C. M. and Kagermann, H. (2008), “Reinventing your business model”, Harvard Business Review, Vol. 86 No. 12, pp. 50-59.

56. Value Proposition
Anderson, J. C., Narus, J. A., & van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84, 90–99.

57. Increasing Return
Arthur, W. B. “Increasing Returns and the New World Of Business,” Harvard Business Review (74:4), July-August 1996, pp. 100-109.

58. Restitching
Eisenhardt, K., and Brown, S. L. “Patching: Restitching Business Portfolios in Dynamic Markets,” Harvard Business Review (77:3), May/June 1999, pp. 72-82.

59. Coevolving
Eisenhardt, K., and Galunic, D. C. “Coevolving: At Last, a Way to Make Synergies Work,” Harvard Business Review (78:1); January/ February, 2000, pp. 91-102.

60. Strategy as Simple Rules
Eisenhardt, K., and Sull, D. “Strategy as Simple Rules,” Harvard Business Review (79:1), 2001, pp. 107-116.

61. Strategy and the Internet
Porter, M. (2001) “Strategy and the Internet,” Harvard Business Review, March-April 2001, pp. 63-78.

62. Value Disciplines
Treacy, M., and Wiersema, F. “Customer Intimacy and Other Value Disciplines,” Harvard Business Review (71:1), January/February 1993, pp. 84-93.

63. Games and Strategy
Brandenburger, A. M., & Nalebuff, B. J. 1995. The right game: Use game theory to shape strategy. Harvard Business Review, 73(4): 57-71.

64. Organizational change
Greiner, L.1972. Evolution and revolution as organizations grow. Harvard Business Review, 50(4): 37-46

65. Competitor collaboration
Hamel, G., Doz, Y. L., & Prahalad, C. K. 1989. Collaborate with your competitors-and win. Harvard Business Review, 67(1): 133-140.

66. Beyond Vertical Integration
Johnston, R., & Lawrence, P. R. 1988. Beyond vertical integration: The rise of the value-adding partnerships. Harvard Business Review, 88(4): 94-101.

67. Collaborative Advantage
Kanter, R. M.1994. Collaborative advantage. Harvard Business Review, 72(4): 96-108.

68. Global Logic
Ohmae, K.1989. The global logic of strategic alliances. Harvard Business Review, 67(2): 143-154.

69.  Cooperate to Compete
Perlmutter, H. V., & Heenan, D. A. 1986. Cooperate to compete. Harvard Business Review, 86(2): 136-152.

70. Planning as Learning
DeGeus, Arie P. (1988), “Planning as Learning,” Harvard Business Review, 66 (March/April), 70-74.

71. Competing on the Eight Dimensions of Quality
Garvin, David A. (1987), “Competing on the Eight Dimensions of Quality,” Harvard Business Review, 57, 173-84.

72. Customer-Centered Brand Management
Rust, R. T., V. A. Zeithaml, K. N. Lemon. 2004. Customer-centered brand management. Harvard Bus. Rev. 82(9) 110-118.

73. Humble Decision Making
Etzioni Amitai (1989), “Humble Decision Making,” Harvard Business Review, 67 (July-August), 122-26.

74. Cultural Issues
Nonaka, Ikujiro (2007) The Knowledge-Creating Company. HBR.
M. Baba and J. Gluesing (1992), Knowledge creation:  Japan vs. the West, HBR 70(1):157-58.

75. Supply Chain
Bowersox, Donald J.  1990.  The Strategic Benefits of Logistics Alliances.  HBR 90(4):4-11.

76.  Service Worker Productivity
Drucker, Peter F.  1991.  The New Productivity Challenge.  HBR 91, November/December, 70-79.

77. Service Analytics
Davenport, T., Mule, L. D., & Lucker, J. (2011), Know what your customers want before they do. Harvard Business Review, 89, 84-92.

78. Service Excellence
Frei, F. X. 2008. The four things a service business must get right. Harvard Business Review 86(4): 70–
80.

79.  Value-cocreation
Ramaswamy, V., Gouillart, F., 2010, Building the cocreative enterprise, Harvard Business Review, Volume 88 (10): 100-109.

80. Customer Experience
Meyer, Christopher and Andre Schwager (2007), “Understanding Customer Experience,” Harvard Business Review, February 117–26.

81. Customer-Employee Interactions
Fleming, J. H., Coffman, C., & Harter, J. K. (2005). Manage your human sigma. Harvard Business Review, 83(7/8), 106–114.

82. Strategy
Marco Iansiti and Roy Levien. Strategy as Ecology. Harvard Business Review, 82(3):68–78, March 2004a.

83. Self-Service
Moon, Y. and Frei, F.X. (2000), “Exploding the self-service myth’’, Harvard Business Review, Vol. 78 No. 3, pp. 26-7.

84. Customers
Dougherty D, Marty A (2008). What service customers really want? Harvard Business Review, September: p. 22.

85. Customer loyalty
O’Brien, Louise and Charles Jones, “Do Rewards Really Create Loyalty?”, Harvard Business Review (May – June, 1995), 75–82.

86. Strategy
Allmendinger, G.; Lombreglia, R.; Four Strategies for the Age of Smart Services. Harvard Business Review, Oct2005, Vol. 83 Issue 10, pp.131-145.

87. Customer Satisfaction
Taylor, A. (2002, July). Driving customer satisfaction. Harvard Business Review, 24-25.

88. Quality and Productivity Tradeoff
Frei, Frances X. (2006), “Breaking the trade-off between efficiency and service,” Harvard Business Review, 84 (11), 92-101.

89. Service Innovation
Thomke, Stefan (2003), “R&D Comes to Services,” Harvard Business Review, 81 (4), 70-79.

90. Contracting
Marcus, Sumner (1964), “Studies of Defense Contracting,” Harvard Business Review, 42 (3), 20-184.

91. Employees and Customers
Chun, Rosa, and Gary Davies. “Employee Happiness Isn’t Enough to Satisfy Customers.” Harvard Business Review 87.4 (2009): 19.

92. Service Quality and Customer Trust
Bell, Simon J. and Andreas B. Eisingerich (2007), ―Work With Me,‖ Harvard Business Review, 85 (March), 32.

93. Productivity
Merrifield, R., Calhoun, J., & Stevens, D. (2008). The next revolution in productivity. Harvard Business Review, June, 72–80.

94. Global Networks
Bartlett, C., & Ghoshal, S. 1989. Managing across borders: The transnational solution. Boston, MA: Harvard Business School Press.

95. Global Networks & Developing Economies
Khanna, T., & Palepu, K. 2006. Emerging giants: Building worldclass companies in developing countries. Harvard Business Review, 84(10): 60–69.

96. Offshoring
Farrell, D. 2006. “Smarter Offshoring,” Harvard Business Review (84:6), pp. 85-92.

97.  Innovation
Deborah Wince-Smith (2005) “Innovate at your own risk”, Harvard Business Review, Vol. 83 No.5, pp.25.

98. Strategy
Dawar N, Frost T. 1999. Competing with giants: survival strategies for local companies in emerging markets. Harvard Business Review 77(2): 119–129.

99. Emerging Markets
Prahalad, C. K. and A. Hammond: 2002, ‘Serving the World’s Poor, Profitably’, Harvard Business Review 80(9), 48–58.

100. Not-for-profit service
Harvey, P. D., and Snyder, J. D. (1987) Charities need a bottom line too. Harvard Business Review (January-February). Harvard Business Publishing, Boston.

 

 

 

 

7 Comments

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  4. Here are the 100 papers, ranked based on number of times top keywords were mentioned:

    Exploiting the Virtual Value Chain
    How to Sell Services More Profitably
    R&D Comes to Services: Bank of America’s Pathbreaking Experiments
    Strategy and the Internet
    Capturing the Value of Supplementary Services
    Customer Intimacy and Other Value Disciplines
    The Four Things a Service Business Must Get Right
    Beyond Products: Services-Based Strategy
    Co-opting Customer Competence
    The Next Revolution in Productivity
    Four Strategies for the Age of Smart Services
    Emerging Giants: Building World-Class Companies in Developing Countries
    The Coming Commoditization of Processes
    Strategy as Ecology
    The Service Factory
    Know What Your Customers Want Before They Do
    Investing in the IT That Makes a Competitive Difference
    Breaking the Trade-Off Between Efficiency and Service
    Preventing the Premature Death of Relationship Marketing
    Value Innovation: The Strategic Logic of High Growth
    Spark Innovation Through Empathic Design
    Contextual Marketing: The Real Business of the Internet
    Zero Defections: Quality Comes to Services
    The Core Competence of the Corporation
    The Balanced Scorecard: Measures That Drive Performance
    Increasing Returns and the New World of Business
    Designing Interactive Strategy
    Welcome to the Experience Economy
    Making Mass Customization Work
    Building the Co-Creative Enterprise
    Putting the Service-Profit Chain to Work
    The Lean Service Machine
    Creating New Market Space
    The Knowledge-Creating Company
    The Knowledge-Creating Company
    Exploding the Self-Service Myth
    Customer-Centered Brand Management
    Understanding Customer Experience
    Reengineering Work: Don’t Automate, Obliterate
    The Service-Driven Service Company
    The Strategic Benefits of Logistics Alliances
    Will You Survive the Services Revolution?
    Go Downstream: The New Profit Imperative in Manufacturing
    Customer Value Propositions in Business Markets
    Serving the World’s Poor, Profitably
    Competing on Capabilities: The New Rules of Corporate Strategy
    Competing with Giants: Survival Strategies for Local Companies in Emerging Markets
    Beyond Vertical Integration—The Rise of the Value-Adding Partnership
    Why Business Models Matter
    Competing on the Eight Dimensions of Quality
    Do Rewards Really Create Loyalty?
    Lessons in the Service Sector
    Patching: Restitching Business Portfolios in Dynamic Markets
    The Global Logic of Strategic Alliances
    Driving Customer Satisfaction
    Strategy as Simple Rules
    Where Does the Customer Fit in a Service Operation?
    The House of Quality
    How Information Gives You Competitive Advantage
    Reinventing Your Business Model
    Collaborative Advantage: The Art of Alliances
    Fixing Health Care from the Inside, Today
    Designing Services That Deliver
    Smarter Offshoring
    Production-Line Approach to Service
    The Right Game: Use Game Theory to Shape Strategy
    Strategy and the New Economics of Information
    Match Supply and Demand in Service Industries
    What Service Customers Really Want
    Work with Me
    Planning as Learning
    The Profitable Art of Service Recovery
    The Coming of Knowledge-Based Business
    Competing for the Future
    Humble Decision Making
    Cooperate to Compete Globally
    The Manager’s Job: Folklore and Fact
    Managing Government, Governing Management
    The Industrialization of Service
    The New Productivity Challenge
    Evolution and Revolution as Organizations Grow
    Collaborate with Your Competitors—and Win
    SYMBOLS FOR SALE
    Exploit the Product Life Cycle
    Trust and the Virtual Organization
    Effective Marketing for Professional Services
    Employee Happiness Isn’t Enough to Satisfy Customers
    Charities Need a Bottom Line Too
    Want to Perfect Your Company’s Service? Use Behavioral Science
    Managing Across Borders: The Transnational Solution
    Manage Your Human Sigma
    The Power of Unconditional Service Guarantees
    STUDIES OF THE DEFENSE CONTRACTING PROCESS
    Breakthrough Ideas for 2005
    How Brands Become Icons: The Principles of Cultural Branding
    Coevolving: At Last, a Way to Make Synergies Work (HBR OnPoint Enhanced Edition)
    Cost accounting comes to service industries
    Learning to love the service economy
    Hearing the voice of the market
    Innovate at Your Own Risk

  5. Here are 100 top keywords extracted from the papers:

    customer
    company
    customization
    service
    product
    business
    market
    manager
    rate
    use
    owe
    manage
    art
    competition
    process
    development
    value
    new
    knowledge
    organization
    offer
    cost
    action
    work
    time
    manufacturing
    employment
    services
    nation
    perform
    corporate
    create
    industrial
    need
    consumer
    economic
    part
    format
    growth
    live
    profit
    provider
    king
    ratio
    production-productivity
    call
    leader
    experience
    system
    design
    increase
    change
    tech
    car
    improve
    management
    formation
    lab
    engineer
    operation
    count
    try
    information
    winner
    investment
    cause
    world
    delivery
    net
    tradition
    prove
    become
    buy-buyer
    partner
    think
    quality
    unit
    ability
    executive
    build
    people
    person
    mean
    measure
    model
    focus
    layer
    example
    relations
    effectiveness
    firm
    problem
    success
    understand
    base
    pin
    learning
    set
    real
    price

  6. Other publications to consider for practitioner interested in service science…
    consider service science related articles in…

    1. Organizational Dynamics
    2. California Management Review
    3. Sloan Management Review
    4. Communications of the ACM, and
    Proceedings of the ACM Conference on Computer Supported Cooperative Work
    5. Journal of Service Research
    6. Academy of Management Executive (it has a new name now
    7. Journal of Marketing
    8. Journal of the Academy of Marketing Science

    Also intrigued by Chris Voss, London’s response:

    “The two other similar journals are the MIT Sloan Management Review and the California Management Review. These are the only three widely read by managers and where reprints are often used in courses.”

    “Other than that I would suggest:
    Social networking such LinkedIn. There are many groups using LinkedIn and getting things listed on these groups with links to white papers articles web sites are useful. I am sure that a search would find other social networking groups.”

    “Publications and weblinks of professional organizations”

  7. Top ten most popular (6 voters so far)…
    …send me (spohrer@us.ibm.com) your top 3 choices and I will update the list:

    Top ten #1
    5. Industrialization of Service (Productivity)
    Levitt, Ted (1976), “Industrialization of Service,” Harvard Business Review, 54 (September-October), 63-74.

    Top ten #2
    15. Production-Line Approach to Services (Productivity)
    Levitt, Theodore (1972), “Production-Line Approach to Services,” Harvard Business Review, 50 (September-October), 42-52.

    Top ten #3
    1. Customer Fit
    Chase, Richard B. (1978), “Where Does the Customer Fit in a Service Operation?,” Harvard Business Review, 56 (November-December), 137-42.

    Top ten #4
    2. Behavioral Sciences
    Chase, R.B., Dasu, S., 2001. Want to perfect your company’s service? Use behavioral science. Harvard Business Review (June), 79–84.

    Top ten #5
    3. Service Factory
    Chase, R.B.,Garvin, D. (1989) The Service Factory, Harvard Business Review, July-August 1989 (lead article), pp. 61-69.

    Top ten #6
    4. Service Science
    Chesbrough, H. (2005) Toward a science of services. Harvard Business Review 83, 16–17.

    Top ten #7
    6. Designing Services that Deliver (Quality)
    Shostack, Lynn (1984), “Designing Services that Deliver,” Harvard Business Review, 62 (January-February), 133-39.

    Top ten #8
    7. Putting the Service-Profit Chain to Work (Quality)
    Heskett, James L., Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger (1994), “Putting the Service-Profit Chain to Work,” Harvard Business Review (March/April), 164-72.

    Top ten #9
    48. Design
    Leonard, Dorothy and Jeffrey F. Rayport (1997), “Spark Innovation through Empathic Design,” Harvard Business Review, 75 (November/December), 102-13.

    Top ten #10
    72. Customer-Centered Brand Management
    Rust, R. T., V. A. Zeithaml, K. N. Lemon. 2004. Customer-centered brand management. Harvard Bus. Rev. 82(9) 110-118.

    Also received votes:

    54. Business Models Matter
    Magretta, J. (2002), “Why business models matter”, Harvard Business Review, Vol. 80 No. 5, pp. 86-92.

    57. Increasing Return
    Arthur, W. B. “Increasing Returns and the New World Of Business,” Harvard Business Review (74:4), July-August 1996, pp. 100-109.

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