Relating to Peapod

Relating to Peapod (2014) Harvard Business School Case (Susan Fournier and Jill Avery)

Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers. Three representative case histories are brought to life using extensive quotes from these selected longitudinal interviews. Closes with short vignettes describing the experiences of additional service users so that students can offer relationship predictions using process insights derived from the detailed case studies. Together, the data-driven exercises are designed to deepen students’ understanding of the development processes characterizing consumer-firm/brand interactions over time, toward the goal of more informed relationship marketing strategies and sharper brand relationship executions.

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