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Show Results For

  • All HBS Web  (2,448)
    • People  (3)
    • News  (418)
    • Research  (1,697)
    • Events  (11)
    • Multimedia  (6)
  • Faculty Publications  (677)
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  • September 2020 (Revised July 2022)
  • Exercise

Artea (C): Potential Discrimination through Algorithmic Targeting

By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
Keywords: Targeting; Algorithmic Bias; Race; Gender; Marketing; Diversity; Customer Relationship Management; Prejudice and Bias; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
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Ascarza, Eva, and Ayelet Israeli. "Artea (C): Potential Discrimination through Algorithmic Targeting." Harvard Business School Exercise 521-037, September 2020. (Revised July 2022.)
  • 26 Jun 2023
  • Research & Ideas

Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks

way of leaving an impression. “A strong ending can have a big impact on people’s evaluations when they look back on an experience,” says De Freitas, coauthor of the working paper “Summarizing the Mental Customer Journey.” “We ended up... View Details
Keywords: by Michael Blanding; Entertainment & Recreation
  • September 2020 (Revised July 2022)
  • Exercise

Artea (B): Including Customer-Level Demographic Data

By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
Keywords: Targeting; Algorithmic Bias; Race; Gender; Marketing; Diversity; Customer Relationship Management; Demographics; Prejudice and Bias; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
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Ascarza, Eva, and Ayelet Israeli. "Artea (B): Including Customer-Level Demographic Data." Harvard Business School Exercise 521-022, September 2020. (Revised July 2022.)
  • June 2011 (Revised May 2012)
  • Case

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson
Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details
Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States
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Henderson, Rebecca M., and Ryan Johnson. "L'Oréal: Global Brand, Local Knowledge." Harvard Business School Case 311-118, June 2011. (Revised May 2012.)
  • August 2021 (Revised February 2024)
  • Case

Data Science at the Warriors

By: Iavor I. Bojinov and Michael Parzen
The case explores the development and early growth of a data science team at the Golden State Warriors, an NBA team based in San Francisco. The case begins by explaining the initial rationale for investing in data science, then covers a debate on the appropriate team... View Details
Keywords: Digital Marketing; Analysis; Forecasting and Prediction; Technological Innovation; Information Technology; Analytics and Data Science; Sports Industry; San Francisco; United States
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Bojinov, Iavor I., and Michael Parzen. "Data Science at the Warriors." Harvard Business School Case 622-048, August 2021. (Revised February 2024.)
  • February 2001
  • Case

PlanetFeedback: The Voice of One ... The Power of Many (A)

By: James L. Heskett
The management of PlanetFeedback in proposes a merger with Intelliseek. Their goal is to create a comprehensive C2B and B2B business focused on the generation and analysis for business clients of consumer feedback data via the Internet, Planet Feedback's board of... View Details
Keywords: Mergers and Acquisitions; Decisions; Information Management; Analytics and Data Science; Business Strategy; Internet and the Web; Information Technology Industry
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Heskett, James L. "PlanetFeedback: The Voice of One ... The Power of Many (A)." Harvard Business School Case 901-051, February 2001.
  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

against a control group of customers. Econometric analysis of historical data: Historical data are analyzed to determine how customers have responded to different marketing actions in the past. Predictions... View Details
Keywords: by Sean Silverthorne
  • March–April 1979
  • Article

How Competitive Forces Shape Strategy

By: M. E. Porter
Many factors determine the nature of competition, including not only rivals, but also the economics of particular industries, new entrants, the bargaining power of customers and suppliers, and the threat of substitute services or products. A strategic plan of action... View Details
Keywords: Competition; Strategy
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Porter, M. E. "How Competitive Forces Shape Strategy." Harvard Business Review 57, no. 2 (March–April 1979): 137–145.
  • September 2020 (Revised June 2023)
  • Supplement

Spreadsheet Supplement to Artea Teaching Note

By: Eva Ascarza and Ayelet Israeli
Spreadsheet Supplement to Artea Teaching Note 521-041. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and... View Details
Keywords: Targeted Advertising; Algorithmic Data; Bias; Advertising; Race; Gender; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
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Ascarza, Eva, and Ayelet Israeli. "Spreadsheet Supplement to Artea Teaching Note." Harvard Business School Spreadsheet Supplement 521-705, September 2020. (Revised June 2023.)
  • September 2020 (Revised July 2022)
  • Exercise

Artea (D): Discrimination through Algorithmic Bias in Targeting

By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
Keywords: Targeted Advertising; Discrimination; Algorithmic Data; Bias; Advertising; Race; Gender; Marketing; Diversity; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
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Ascarza, Eva, and Ayelet Israeli. "Artea (D): Discrimination through Algorithmic Bias in Targeting." Harvard Business School Exercise 521-043, September 2020. (Revised July 2022.)
  • September 2020 (Revised February 2024)
  • Teaching Note

Artea (A), (B), (C), and (D): Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli
Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and... View Details
Keywords: Targeted Advertising; Targeting; Race; Gender; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
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Ascarza, Eva, and Ayelet Israeli. "Artea (A), (B), (C), and (D): Designing Targeting Strategies." Harvard Business School Teaching Note 521-041, September 2020. (Revised February 2024.)

    How did they start?

    HOW TO ACQUIRE YOUR FIRST 1,000 CUSTOMERS ONLINE. Do’s and don'ts based on what worked for Uber, Airbnb and other tech startups. This slide deck goes into details of how some of of the most expected tech IPO companies of 2019 started their customer acquisition... View Details

    • April 2002 (Revised March 2006)
    • Background Note

    Economics of Retail Banking Note

    By: Frances X. Frei and Dennis Campbell
    Explains the financial operations of retail banking, highlighting profitability challenges facing the industry. For U.S. banks, it is quite common for more than half of the customer base to be unprofitable and to have relatively few customers make up the vast majority... View Details
    Keywords: Customers; Economics; Cost; Banks and Banking; Profit; Revenue; Service Operations; Banking Industry; United States
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    Frei, Frances X., and Dennis Campbell. "Economics of Retail Banking Note." Harvard Business School Background Note 602-153, April 2002. (Revised March 2006.)
    • July 2010 (Revised August 2012)
    • Supplement

    Assistant Professor Jo Worthington (B)

    By: Dorothy A. Leonard
    A professor teaching a case discussion based on numeric analysis is pleased that a student finally "cracks" the case--but the numbers differ from her own. The instructor has to decide how to handle the discrepancy. View Details
    Keywords: Interpersonal Communication; Teaching; Cases; Mathematical Methods; Conflict Management
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    Leonard, Dorothy A. "Assistant Professor Jo Worthington (B)." Harvard Business School Supplement 911-405, July 2010. (Revised August 2012.)
    • April 1996 (Revised October 1999)
    • Case

    Risk of Stocks in the Long Run, The: The Barnstable College Endowment

    By: Andre F. Perold
    The manager of the Barnstable College Endowment is evaluating proposals to increase the endowment's exposure to stocks based on an analysis that shows stocks to be much safer over long holding periods. View Details
    Keywords: Risk Management; Financial Management; Stocks; Financial Services Industry; Education Industry
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    Perold, Andre F. "Risk of Stocks in the Long Run, The: The Barnstable College Endowment." Harvard Business School Case 296-073, April 1996. (Revised October 1999.)
    • March 2021
    • Supplement

    Artea (A), (B), (C), and (D): Designing Targeting Strategies

    By: Eva Ascarza and Ayelet Israeli
    Power Point Supplement to Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on... View Details
    Keywords: Targeted Advertising; Targeting; Algorithmic Data; Bias; A/B Testing; Experiment; Advertising; Gender; Race; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
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    Ascarza, Eva, and Ayelet Israeli. "Artea (A), (B), (C), and (D): Designing Targeting Strategies." Harvard Business School PowerPoint Supplement 521-719, March 2021.
    • 31 May 2023
    • Research & Ideas

    With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines

    If knowing what customers need is marketing gold, pinpointing exactly when they need it may just be platinum. Services that become part of a customer’s routine may deliver advantages beyond repeat business for a company, Harvard Business... View Details
    Keywords: by Rachel Layne; Transportation
    • 22 Feb 2019
    • News

    7 Lessons On Winning New Markets Without Technology

    • April 2013
    • Article

    The International Politics of IFRS Harmonization

    By: Karthik Ramanna
    The globalization of accounting standards as seen through the proliferation of IFRS worldwide is one of the most important developments in corporate governance over the last decade. I offer an analysis of some international political dynamics of countries' IFRS... View Details
    Keywords: Accounting Standards; IASB; IFRS; Politics; International Accounting; Globalization; Standards; Corporate Governance; Canada; China; India
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    Ramanna, Karthik. "The International Politics of IFRS Harmonization." Accounting, Economics and Law 3, no. 2 (April 2013): 1–46. (Published in a dedicated issue of the journal together with four discussions, including two by the chairpersons of the national accounting standards bodies of France and Japan.)
    • 01 Aug 2012
    • News

    Nothing gets done in August (and that's OK)

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