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All HBS Web
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- Research (47)
- Faculty Publications (36)
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- 2023
- Working Paper
The Customer Journey as a Source of Information
By: Nicolas Padilla, Eva Ascarza and Oded Netzer
In the face of heightened data privacy concerns and diminishing third-party data access,
firms are placing increased emphasis on first-party data (1PD) for marketing decisions.
However, in environments with infrequent purchases, reliance on past purchases 1PD...
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Keywords:
Customer Journey;
Privacy;
Consumer Behavior;
Analytics and Data Science;
AI and Machine Learning;
Customer Focus and Relationships
Padilla, Nicolas, Eva Ascarza, and Oded Netzer. "The Customer Journey as a Source of Information." Harvard Business School Working Paper, No. 24-035, October 2023. (Revised October 2023.)
- winter 2003
- Article
Massively Categorical Variables: Revealing the Information in Zip Codes
We introduce the idea of a massively categorical variable, a variable such as zip code that takes on too many values to be treated in the standard manner, and show how to use it directly as explanatory variables in an econometric model. In an application of this...
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Steenburgh, Thomas J., Andrew Ainslie, and Peder Hans Engebretson. "Massively Categorical Variables: Revealing the Information in Zip Codes." Marketing Science 22, no. 1 (winter 2003): 40–57.
- Article
Why, When, and How Much to Entertain Consumers in Advertisements?: A Web-based Facial Tracking Field Study
By: Thales Teixeira, Rosalind Picard and Rana el Kaliouby
The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and...
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Keywords:
Face-tracking;
Entertainment;
Television;
Purchase Intent;
Commercials;
Facial Expressions;
Marketing Communication;
Advertising;
Television Entertainment;
Marketing;
Advertising Industry
Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-based Facial Tracking Field Study." Marketing Science 33, no. 6 (November–December 2014): 809–827.
- May 2022
- Article
When Harry Fired Sally: The Double Standard in Punishing Misconduct
By: Mark Egan, Gregor Matvos and Amit Seru
We examine gender differences in misconduct punishment in the financial advisory industry. We find evidence of a “gender punishment gap”: following an incident of misconduct, female advisers are 20% more likely to lose their jobs and 30% less likely to find new jobs...
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Keywords:
Financial Advisers;
Brokers;
Gender Discrimination;
Consumer Finance;
Financial Misconduct And Fraud;
FINRA;
Financial Institutions;
Employees;
Crime and Corruption;
Gender;
Prejudice and Bias;
Personal Finance;
Financial Services Industry
Egan, Mark, Gregor Matvos, and Amit Seru. "When Harry Fired Sally: The Double Standard in Punishing Misconduct." Journal of Political Economy 130, no. 5 (May 2022): 1184–1248.
- August 2017
- Article
Incentives versus Reciprocity: Insights from a Field Experiment
By: Doug J. Chung and Das Narayandas
We conduct a field experiment in which we vary the sales force compensation scheme at an Asian enterprise that sells consumer durable goods. With variation generated by the experimental treatments, we model sales force performance to identify the effectiveness of...
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Keywords:
Sales Force Compensation;
Field Experiment;
Heterogeneity;
Loss Aversion;
Reciprocity;
Salesforce Management;
Compensation and Benefits
Chung, Doug J., and Das Narayandas. "Incentives versus Reciprocity: Insights from a Field Experiment." Journal of Marketing Research (JMR) 54, no. 4 (August 2017): 511–524. (Lead article.)
- 2015
- Working Paper
Incentives versus Reciprocity: Insights from a Field Experiment
By: Doug J. Chung and Das Narayandas
We conduct a field experiment in which we vary the sales force compensation scheme at an Asian enterprise that sells consumer durable goods. With variation generated by the experimental treatments, we model sales force performance to identify the effectiveness of...
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Keywords:
Sales Force Compensation;
Field Experiment;
Heterogeneity;
Loss Aversion;
Reciprocity;
Motivation and Incentives;
Salesforce Management;
Compensation and Benefits
Chung, Doug J., and Das Narayandas. "Incentives versus Reciprocity: Insights from a Field Experiment." Harvard Business School Working Paper, No. 15-084, April 2015. (Revised November 2015.)
- 2023
- Article
Balancing Risk and Reward: An Automated Phased Release Strategy
By: Yufan Li, Jialiang Mao and Iavor Bojinov
Phased releases are a common strategy in the technology industry for gradually releasing new products or updates through a sequence of A/B tests in which the number of treated units gradually grows until full deployment or deprecation. Performing phased releases in a...
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Li, Yufan, Jialiang Mao, and Iavor Bojinov. "Balancing Risk and Reward: An Automated Phased Release Strategy." Advances in Neural Information Processing Systems (NeurIPS) (2023).
- April 2024
- Article
Detecting Routines: Applications to Ridesharing CRM
By: Ryan Dew, Eva Ascarza, Oded Netzer and Nachum Sicherman
Routines shape many aspects of day-to-day consumption. While prior work has established the importance of habits in consumer behavior, little work has been done to understand the implications of routines—which we define as repeated behaviors with recurring, temporal...
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Keywords:
Ride-sharing;
Routine;
Machine Learning;
Customer Relationship Management;
Consumer Behavior;
Segmentation
Dew, Ryan, Eva Ascarza, Oded Netzer, and Nachum Sicherman. "Detecting Routines: Applications to Ridesharing CRM." Journal of Marketing Research (JMR) 61, no. 2 (April 2024): 368–392.
- September 1990
- Article
Competition on Many Fronts: A Stackelberg Signaling Equilibrium
By: Jerry R. Green and Jean-Jacques Laffont
An economic agent, the incumbent, is operating in many environments at the same time. These may be locations, markets, or specific activities. He is informed of the particular conditions relevant to each situation. His action in each case is observable by another...
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Green, Jerry R., and Jean-Jacques Laffont. "Competition on Many Fronts: A Stackelberg Signaling Equilibrium." Games and Economic Behavior 2, no. 3 (September 1990): 247–272.
- 2009
- Working Paper
Do Friends Influence Purchases in a Social Network?
By: Raghuram Iyengar, Sangman Han and Sunil Gupta
Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to... View Details
Keywords:
Marketing;
Network Effects;
Sales;
Power and Influence;
Social and Collaborative Networks;
Web Sites;
South Korea
Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009.
- 11 Dec 2007
- First Look
First Look: December 11, 2007
stock prices had been reached. Despite Fisher's poor prediction on that occasion, he played a neglected, but significant role in the growth of the forecasting industry and in the rise of a class of early business analysts. An Interdisciplinary View Details
Keywords:
Martha Lagace
- 24 Apr 2018
- First Look
First Look at New Research and Ideas, April 24, 2018
An Application to Shopping Mall Sales By: Chung, Doug J., Kyoungwon Seo, and Reo Song Abstract—We propose a Bayesian model of post-entry outcomes. Endogenous firm entries are View Details
Keywords:
Sean Silverthorne
- 26 Apr 2011
- First Look
First Look: April 26
http://www.hbs.edu/research/pdf/11-106.pdf Signaling to Partially Informed Investors in the Newsvendor Model Authors:Vishal Gaur, Richard Lai, Ananth Raman, and William Schmidt Abstract We investigate a puzzling phenomenon in which firms...
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Keywords:
Sean Silverthorne
- 23 Oct 2018
- First Look
New Research and Ideas, October 23, 2018
forecast less extreme)? To answer these questions, we introduce a class of optimal aggregators. These aggregators are Bayesian ensembles because they follow from a Bayesian View Details
Keywords:
Dina Gerdeman
- 23 Jan 2008
- First Look
First Look: January 23, 2008
mean-variance optimization with sample means and covariances. The Bayesian inspired Black-Litterman model is described after introducing the intuition of the Bayesian approach...
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Keywords:
Martha Lagace
- 01 Dec 2015
- First Look
December 1, 2015
2015 Modern China Studies Free at Last, Now What: The Soviet and Chinese Attempts to Offer a Roadmap for the Post-Colonial World By: Friedman, Jeremy Abstract—This article seeks to understand the motivations behind the People's Republic of China's attempt to present an...
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Keywords:
Sean Silverthorne
- 25 Jan 2011
- First Look
First Look: Jan. 25
Technology Adoption Author:Diego A. Comin Publication:In Handbook of Economic Growth, edited by Philippe Aghion and Steven Durlauf. Elsevier, forthcoming Abstract We present a tractable model for analyzing the relationship between...
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Keywords:
Sean Silverthorne
- 30 Aug 2016
- First Look
August 30, 2016
variation generated by the experimental treatments, we model sales force performance to identify the effectiveness of various forms of conditional and unconditional compensation. We account for salesperson heterogeneity by using a...
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Keywords:
Carmen Nobel
- 13 Mar 2012
- First Look
First Look: March 13
firm's investment opportunities. We apply Perfect Bayesian equilibrium solution concepts and confirm that over a range of reasonable model parameters the firm's investment decision does not maximize expected...
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Keywords:
Sean Silverthorne
- 28 Aug 2007
- First Look
First Look: August 28, 2007
(forthcoming) Abstract In this paper we examine the pattern of correlation among consumer price sensitivities across complementary product categories. We used a hierarchical Bayesian multivariate probit View Details
Keywords:
Martha Lagace