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March 2024
Supplement

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Bruce Hardie, Peter S. Fader 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

June 2016 (Revised February 2017)
Case

The Role of Real Estate in Endowment Portfolios: The Case of Christ Church, Oxford

By: David Chambers, Elroy Dimson, Arthur I Segel and Eva Steiner

The case centers on Christ Church's Treasurer, James Lawrie, who is contemplating his options for investing a portion of the College's endowment in real estate. Approximately 1/3 of the total $690 million endowment was allocated towards real estate, much higher than... View Details

Keywords: Real Estate; Endowment Management; Endowments; United Kingdom; Oxford; Portfolio Allocation; Higher Education; Investment Portfolio; Property; Corporate Finance; Financial Services Industry; United Kingdom

Article

Beyond the Target Customer: Social Effects in CRM Campaigns

By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson

Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details

Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior

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July–August 2021
Article

Why You Aren't Getting More from Your Marketing AI

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

Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the differences between the value of... View Details

Keywords: Artificial Intelligence; Marketing; Decision Making; Communication; Framework; AI and Machine Learning

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28 May 2014
Research & Ideas

Building Histories of Emerging Economies One Interview at a Time

female entrepreneur in the turbulent economy of Kenya, Eva Muraya observes, "It's really up to the leadership of the business to define the moral code." Insights, Struggles, And Achievements These insights aside, Jones is interested in... View Details

Keywords: by Julia Hanna

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

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

2024
Working Paper

Greenlighting Innovative Projects: How Evaluation Format Shapes the Perceived Feasibility of Novel Ideas

By: Jacqueline N. Lane, Tianxi Cai, Michael Menietti, Griffin Weber and Eva C. Guinan

Evaluation of novel projects is essential for scientific and technological advancement. However, evaluator bias toward a project’s potential can obscure its limitations. This study investigates evaluation formats by contrasting combined assessments of novelty and... View Details

Keywords: Research; Performance Evaluation; Innovation and Invention; Prejudice and Bias

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

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March 2024
Supplement

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Bruce Hardie, Peter S. Fader 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

March 2024
Case

Madrigal: Conducting a Customer-Base Audit

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

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; Customer Value and Value Chain; Retail Industry; United States

23 Apr 2013
First Look

First Look: April 23

MIT Sloan Management Review Experiments in Open Innovation at Harvard Medical School By: Guinan, Eva C., Kevin J. Boudreau, and Karim R. Lakhani Abstract—Harvard Medical School seems an unlikely organization to open up its innovation... View Details

Keywords: Sean Silverthorne

May 2017
Other Article

Stepwise Distributed Open Innovation Contests for Software Development: Acceleration of Genome-Wide Association Analysis

By: Andrew Hill, Po-Ru Loh, Ragu B. Bharadwaj, Pascal Pons, Jingbo Shang, Eva C. Guinan, Karim R. Lakhani, Iain Kilty and Scott Jelinsky

BACKGROUND: The association of differing genotypes with disease-related phenotypic traits offers great potential to both help identify new therapeutic targets and support stratification of patients who would gain the greatest benefit from specific drug classes.... View Details

Keywords: Crowdsourcing; Genome-wide Association Study; Logistic Regression; Open Innovation; PLINK; Collaborative Innovation and Invention

June 2022
Article

Conservatism Gets Funded? A Field Experiment on the Role of Negative Information in Novel Project Evaluation

By: Jacqueline N. Lane, Misha Teplitskiy, Gary Gray, Hardeep Ranu, Michael Menietti, Eva C. Guinan and Karim R. Lakhani

The evaluation and selection of novel projects lies at the heart of scientific and technological innovation, and yet there are persistent concerns about bias, such as conservatism. This paper investigates the role that the format of evaluation, specifically information... View Details

Keywords: Project Evaluation; Innovation; Knowledge Frontier; Information Sharing; Negativity Bias; Projects; Innovation and Invention; Information; Knowledge Sharing

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2020
Working Paper

When Do Experts Listen to Other Experts? The Role of Negative Information in Expert Evaluations for Novel Projects

By: Jacqueline N. Lane, Misha Teplitskiy, Gary Gray, Hardeep Ranu, Michael Menietti, Eva C. Guinan and Karim R. Lakhani

The evaluation of novel projects lies at the heart of scientific and technological innovation, and yet literature suggests that this process is subject to inconsistency and potential biases. This paper investigates the role of information sharing among experts as the... View Details

Keywords: Project Evaluation; Innovation; Knowledge Frontier; Negativity Bias; Projects; Innovation and Invention; Information; Diversity; Judgments

22 Sep 2009
First Look

First Look: September 22

($5): http://papers.nber.org/papers/w15325 PublicationsHow Actors Change Institutions: Towards a Theory of Institutional Entrepreneurship Authors:Julie Battilana, Bernard Leca, and Eva Boxenbaum Publication:The Academy of Management... View Details

Keywords: Martha Lagace

Other Article

Prize-based Contests Can Provide Solutions to Computational Biology Problems

By: Karim R. Lakhani, Kevin J. Boudreau, Po-Ru Loh, Lars Backstrom, Carliss Y. Baldwin, Eric Lonstein, Mike Lydon, Alan MacCormack, Ramy A. Arnaout and Eva C. Guinan

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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

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

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

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