Publications

March 2024
Supplement

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Peter Fader, Bruce G.S. Hardie and Michael Ross

This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an... View Details

Keywords: Customer Relationship Management; Analytics and Data Science; Growth and Development Strategy; Retail Industry; United States

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March 2024
Teaching Note

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Peter S. Fader, Bruce Hardie and Michael Ross

Teaching Note for HBS Case No. 524-046. This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in... View Details

Keywords: Customer Relationship Management; Analytics and Data Science; Growth and Development Strategy; Customer Value and Value Chain; Retail Industry; United States

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18 Dec 2012
First Look

First Look: December 18

Bias for Normal Science: Evidence from Randomized Medical Grant Proposal Evaluations Authors:Boudreau, Kevin J., Eva C. Guinan, Karim R. Lakhani, and Christoph Riedl Abstract Central to any innovation process is the evaluation of proposed... View Details

Keywords: Carmen Nobel

Article

Use of Crowd Innovation to Develop an Artificial Intelligence-Based Solution for Radiation Therapy Targeting

By: Raymond H. Mak, Michael G. Endres, Jin Hyun Paik, Rinat A. Sergeev, Hugo Aerts, Christopher L. Williams, Karim R. Lakhani and Eva C. Guinan

Importance: Radiation therapy (RT) is a critical cancer treatment, but the existing radiation oncologist work force does not meet growing global demand. One key physician task in RT planning involves tumor segmentation for targeting, which requires substantial... View Details

Keywords: Crowdsourcing; AI Algorithms; Health Care and Treatment; Collaborative Innovation and Invention; AI and Machine Learning

October 2016
Article

Looking Across and Looking Beyond the Knowledge Frontier: Intellectual Distance and Resource Allocation in Science

By: Kevin J. Boudreau, Eva Guinan, Karim R. Lakhani and Christoph Riedl

Selecting among alternative innovative projects is a core management task in all innovating organizations. In this paper, we focus on the evaluation of frontier scientific research projects. We argue that the "intellectual distance" between the knowledge embodied in... View Details

Keywords: Knowledge; Innovation; Novelty; Evaluation; Resource Allocation; Decision Choices and Conditions; Innovation and Management; Science-Based Business; Experience and Expertise

SSRN

June 2021
Article

Engineering Serendipity: When Does Knowledge Sharing Lead to Knowledge Production?

By: Jacqueline N. Lane, Ina Ganguli, Patrick Gaule, Eva C. Guinan and Karim R. Lakhani

We investigate how knowledge similarity between two individuals is systematically related to the likelihood that a serendipitous encounter results in knowledge production. We conduct a natural field experiment at a medical research symposium, where we exogenously... View Details

Keywords: Cognitive Similarity; Innovation; Knowledge Production; Natural Field Experiment; Knowledge Acquisition; Knowledge Sharing; Relationships

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Courses by Title - Course Catalog

Difficult Decisions: The General Manager’s Job (MDD) General Management, Entrepreneurial Management, Technology & Operations Management Amy Edmondson , Tiona Zuzul Spring 2025 Q3Q4 3.0 Managing Customers for Growth Marketing Eva Ascarza... View Details

05 Dec 2017
First Look

First Look at New Research and Ideas, December 5, 2017

Scientific Collaborations By: Lakhani, Karim R., Kevin Boudreau, Tom Brady, Ina Ganguli, Patrick Gaule, Eva C. Guinan, and Anthony Hollenberg Abstract—We present the results of a field experiment conducted at Harvard Medical School to... View Details

Keywords: Sean Silverthorne

02 Mar 2010
First Look

First Look: March 2

Eva Lutz, and Kerry HermanHarvard Business School Case 809-056 In 2001, Allianz Capital Partners and Goldman Sachs acquired a majority stake in Messer Griesheim, a European industrial gas concern held by Hoechst. The dealmakers faced... View Details

Keywords: Martha Lagace

Article

A Field Experiment on Search Costs and the Formation of Scientific Collaborations

By: Kevin Boudreau, Tom Brady, Ina Ganguli, Patrick Gaule, Eva C. Guinan, Anthony Hollenberg and Karim R. Lakhani

We present the results of a field experiment conducted at Harvard Medical School to understand the extent to which search costs affect matching among scientific collaborators. We generated exogenous variation in search costs for pairs of potential collaborators by... View Details

Keywords: Search Costs; Cost; Marketplace Matching; Groups and Teams; Science; Collaborative Innovation and Invention

07 Oct 2014
First Look

First Look: October 7

Publications October 2014 Management Science Looking Across and Looking Beyond the Knowledge Frontier: Intellectual Distance and Resource Allocation in Science By: Boudreau, Kevin J., Eva Guinan, Karim Lakhani, and Christoph Riedl... View Details

Keywords: Sean Silverthorne

Web

Annual Report 2019 - Annual Report 2019

Serafeim Professor, Accounting & Management New Faculty Eva Ascarza Associate Professor, Marketing Alberto Cavallo Associate Professor, Business, Government & the International Economy Amitabh Chandra Professor, Technology & Operations... View Details

18 Apr 2019
Research & Ideas

Open Innovation Contestants Build AI-Based Cancer Tool

Professor of Business Administration, and colleagues Dr. Eva Guinan and Jin Paik more about the study and results. They are referred to as the LISH team below. Martha Lagace: How did you learn about the problem and connect with... View Details

Keywords: by Martha Lagace; Health; Medical Devices & Supplies

December 2022
Article

Entry Points: Gaining Momentum in Early-Stage Cross-Boundary Collaborations

By: Eva Flavia Martínez Orbegozo, Jorrit de Jong, Hannah Riley Bowles, Amy Edmondson, Anahide Nahhal and Lisa Cox

To address complex social challenges, it is widely recognized that leaders from public, for-profit, and civic organizations should join forces. Yet, well-intended collaborators often struggle to achieve alignment and fail to gain traction in their joint efforts. This... View Details

Keywords: Groups and Teams; Social and Collaborative Networks; Goals and Objectives

28 May 2008
First Look

First Look: May 28, 2008

Working PapersAgency and Institutions: A Review of Institutional Entrepreneurship Authors:Julie Battilana, Bernard Leca, and Eva Boxenbaum Abstract This paper analyzes the literature that has been published on institutional... View Details

Keywords: Martha Lagace

02 Oct 2015
News

The ‘F’ Word

revenue flow is even better because most businesses don’t go out of business—they grow out of business. Lara Hodgson (MBA 1998) Cofounder, President, and CEO NOWaccount Network Stages of grief There was pain but also pride when I shut Eva... View Details

Keywords: Walt Disney Studios

2024
Working Paper

Personalization and Targeting: How to Experiment, Learn & Optimize

By: Aurelie Lemmens, Jason M.T. Roos, Sebastian Gabel, Eva Ascarza, Hernan Bruno, Elea McDonnell Feit, Brett Gordon, Ayelet Israeli, Carl F. Mela and Oded Netzer

Personalization has become the heartbeat of modern marketing. Advances in causal inference and machine learning enable companies to understand how the same marketing action can impact the choices of individual customers differently. This article provides an academic... View Details

Keywords: Personalization; Targeting; Experiments; Observational Studies; Policy Implementation; Policy Evaluation; Customization and Personalization; Marketing Strategy; AI and Machine Learning