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  • September 2013
  • Teaching Note

Gary Hirshberg and Stonyfield Farm

By: Nancy F. Koehn and Nora N. Khan

Gary Hirshberg and Stonyfield Farm is the story of one entrepreneur's vision and journey to create a market-leading, environmentally responsible business founded on the principles of product quality, organizational alignment and sustainability. A former... View Details

Keywords: Development Stage Enterprises; Entrepreneurs; Experimentation; Management By Objective; Technology; Values; Leadership; Entrepreneurship; Agriculture and Agribusiness Industry; United States
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  • 2022
  • Article

The Ordinary Concept of a Meaningful Life: The Role of Subjective and Objective Factors in Third-Person Attributions of Meaning

By: Michael Prinzing, Julian De Freitas and Barbara L. Fredrickson
The desire for a meaningful life is ubiquitous, yet the ordinary concept of a meaningful life is poorly understood. Across six experiments (total N = 2,539), we investigated whether third-person attributions of meaning depend on the psychological states an agent... View Details
Keywords: Experimental Philosophy; Folk Theories; Meaning In Life; Moral Psychology; Positive Psychology; Moral Sensibility; Satisfaction
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  • August 2020 (Revised September 2020)
  • Technical Note

Assessing Prediction Accuracy of Machine Learning Models

By: Michael W. Toffel, Natalie Epstein, Kris Ferreira and Yael Grushka-Cockayne
The note introduces a variety of methods to assess the accuracy of machine learning prediction models. The note begins by briefly introducing machine learning, overfitting, training versus test datasets, and cross validation. The following accuracy metrics and tools... View Details
Keywords: Machine Learning; Statistics; Econometric Analyses; Experimental Methods; Data Analysis; Data Analytics; Forecasting and Prediction; Analytics and Data Science; Analysis; Mathematical Methods
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  • March 2012 (Revised October 2012)
  • Case

Gary Hirshberg and Stonyfield Farm

By: Nancy F. Koehn, Nora N. Khan and Elizabeth W. Legris
Gary Hirshberg and Stonyfield Farm is the story of one entrepreneur's vision and journey to create a market-leading, environmentally responsible business founded on the principles of product quality, organizational alignment, and sustainability. A former environmental... View Details
Keywords: Entrepreneurs; Values; Development Stage Enterprises; Innovation; Management By Objective; Experimentation; Emerging Technologies; Mission and Purpose; Management Style; Values and Beliefs; Social Issues; Organizational Culture; Environmental Sustainability; Business Growth and Maturation; Entrepreneurship; Business Startups; Innovation and Invention; Food and Beverage Industry; New Hampshire
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  • September 2015 (Revised March 2025)
  • Technical Note

FIELD Global Capstone: Developing Customer Empathy

By: Jill Avery
The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of... View Details
Keywords: Market Research; Design Thinking; Customer Behavior; Ethnography; Interviews; Surveys; A/B Testing; Experimentation; Marketing; Customer Focus and Relationships; Consumer Behavior; Demand and Consumers
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  • June 2018
  • Teaching Note

LabCDMX: Experiment 50

By: Mitchell Weiss and Matt Higgins
Teaching Note for HBS No. 817-031. View Details
Keywords: Public Entrepreneurship; Experimentation; Lean Startup; Government; Innovation; Crowdsourcing; Open Data; Mexico City; Mexico; Entrepreneurship; Innovation and Invention; Social Entrepreneurship; Government Administration; Transportation; Innovation Leadership; Transportation Industry; Public Administration Industry; Mexico; Mexico City
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  • Forthcoming
  • Article

Sending a Message: An Empirical Assessment of Responses to Punitive and Non-punitive Compliance Messaging Strategies

By: Jodi L. Short, Michael W. Toffel, Elizabeth A. Keenan and Melissa Ouellet
Regulators operate in an increasingly hostile political environment. The U.S. Supreme Court is ramping up efforts to curtail the authority of administrative agencies. The second election of Donald Trump to the presidency has unleashed a torrent of anti-regulatory... View Details
Keywords: Field Experiment; Compliance; Compliance Programs; Compliance Policies; Regulatory Enforcement; Environmental Regulation; Environmental Policy; Government Experimentation; Governance Compliance; Government Administration; Governing Rules, Regulations, and Reforms; Business and Government Relations; Construction Industry; Public Administration Industry; California; United States
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  • July 2020
  • Case

Kathy Fish at Procter & Gamble: Navigating Industry Disruption by Disrupting from Within

By: Emily Truelove, Linda A. Hill and Emily Tedards
When Kathy Fish, Procter & Gamble’s Chief Research, Development & Innovation Officer, and a 40-year company veteran, stepped into her role in 2014, she was concerned that the world’s leading consumer packaged goods company had lost its capability to produce a steady... View Details
Keywords: Female Protagonist; Organizational Change; Organizational Behavior; Culture Change; Digital; Innovation; Lean Startup; Experimentation; Metrics; Consumer Packaged Goods (CPG); Leadership; Leading Change; Change Management; Organizational Culture; Organizational Change and Adaptation; Disruption; Innovation and Invention; Digital Transformation
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  • July 2020 (Revised January 2021)
  • Case

Vineet Nayar and Sampark Foundation: Frugal Innovation at Scale (A)

By: Linda A. Hill and Emily Tedards
In 2005, Vineet Nayar, the former CEO and Vice Chairman of HCL Technologies, and his wife, Anupama Nayar, committed $100 million of their personal wealth to found Sampark Foundation — a grant-making philanthropy with a mission to transform learning outcomes for 20... View Details
Keywords: Organizational Behavior; Cultural Change; Digital; Innovation; Experimentation; Metrics; Education Reform; Non-profit; Frugal Innovation; Scale; Ecosystem; Government; Education; Social Enterprise; Leadership; Leading Change; Change Management; Organizational Culture; Innovation Leadership; Nonprofit Organizations; Growth and Development Strategy; Information Technology; Digital Transformation; India
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  • August 2018 (Revised February 2023)
  • Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Related
  • July 2020 (Revised January 2021)
  • Case

Vineet Nayar and Sampark Foundation: Frugal Innovation at Scale (A) (Abridged)

By: Linda A. Hill and Emily Tedards
In 2005, Vineet Nayar, the former CEO and Vice Chairman of HCL Technologies, and his wife, Anupama Nayar, committed $100 million of their personal wealth to found Sampark Foundation—a grant-making philanthropy with a mission to transform learning outcomes for 20... View Details
Keywords: Organizational Behavior; Organizational Alignment; Culture Change; Digital; Innovation; Experimentation; Metrics; Education Reform; Non-profit; Frugal Innovation; Scale; Ecosystem; Government; Education; Social Enterprise; Leadership; Leading Change; Change Management; Organizational Culture; Alignment; Innovation Leadership; Nonprofit Organizations; Growth and Development Strategy; Information Technology; Digital Transformation; India
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    Jeffrey Yang

    I am a doctoral student in the Business Economics program with research interests in behavioral and experimental economics. You can find my personal website here. 
     View Details
    • Web

    Innovation Programs

    • October 2018 (Revised September 2020)
    • Case

    Testing Autonomy in Pittsburgh

    By: Mitchell Weiss and Brittany Urick
    Pittsburgh’s mayor had been among the first to welcome self-driving vehicles but was now one of many needing to react after a pedestrian fatality involving an autonomous Uber in Arizona. He had originally preferred to roll out “the red carpet” instead of the “red... View Details
    Keywords: Public Entrepreneurship; Government Innovation; Government Experimentation; Autonomous Vehicles; Mayor; Mayor Peduto; Cities; Mobility; Automation; Uber; Argo Ai; Aurora Innovation; Aptiv; Entrepreneurship; Public Sector; Innovation and Invention; Transportation; City; Safety; Business and Government Relations; Transportation Industry; Auto Industry; United States; Pennsylvania; Pittsburgh
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    • March 2016
    • Case

    Evive Health and Workplace Influenza Vaccinations

    By: John Beshears
    Evive Health is a company that manages communication campaigns on behalf of health insurance plans and large employers. Using big data techniques and insights from behavioral economics, Evive deploys targeted and effective messages that improve individuals' health... View Details
    Keywords: Vaccination; Influenza; Flu Shot; Preventive Care; Health Care; Behavioral Economics; Choice Architecture; Nudge; Experimental Design; Randomized Controlled Trial; RCT; Causal Inference; Consumer Behavior; Health Care and Treatment; Health Testing and Trials; Communication Strategy; Health Industry
    Related
    • June 2023
    • Simulation

    Artea Dashboard and Targeting Policy Evaluation

    By: Ayelet Israeli and Eva Ascarza
    Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
    Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
    Related
    • March 2016 (Revised March 2022)
    • Teaching Note

    Evive Health and Workplace Influenza Vaccinations

    By: John Beshears
    Evive Health is a company that manages communication campaigns on behalf of health insurance plans and large employers. Using big data techniques and insights from behavioral economics, Evive deploys targeted and effective messages that improve individuals' health... View Details
    Keywords: Vaccination; Influenza; Flu Shot; Preventive Care; Health Care; Behavioral Economics; Choice Architecture; Nudge; Experimental Design; Randomized Controlled Trial; RCT; Causal Inference; Health Care and Treatment; Insurance; Health; Consumer Behavior; Health Testing and Trials; Communication Strategy; Insurance Industry; Health Industry
    Related
    • January 2019 (Revised February 2024)
    • Teaching Note

    Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

    By: Ayelet Israeli
    Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
    Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
    Related
    • 24 Jan 2018
    • News

    How to Get People Addicted to a Good Habit

    • 02 Aug 2020
    • What Do You Think?

    Is the 'Experimentation Organization' Becoming the Competitive Gold Standard?

    Korrawin SUMMING UP Will Digital Experimentation Take Hold in Industies Outside High Tech? The several responses to this month’s column generally were favorable to the notion that experimentation is gaining... View Details
    Keywords: by James Heskett; Technology