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- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; United States; North America; Italy
- January 2019
- Case
Data.gov (Abridged)
By: Karim R. Lakhani, Robert D. Austin and Yumi Yi
This case presents the logic and execution underlying the launch of Data.gov, an instantiation of President Obama's initiative for transparency and open government. The process used by Vivek Kundra, the federal CIO, and his team to rapidly develop the website and to... View Details
- January 2019 (Revised July 2021)
- Case
Analytical Space: The Next Frontier?
By: Thomas R. Eisenmann, Jeffrey J. Bussgang and David Lane
With one satellite aloft and in the midst of beta testing in late 2018, Analytical Space founders Justin Oliveira and Dan Nevius turned to critical questions about the pioneering startup’s go-to-market, pricing, and business development strategy. Analytical Space aimed... View Details
- 2019
- Article
Big Data
By: John A. Deighton
Big data is defined and distinguished from a mere moment in the “ancient quest to measure.” Specific discontinuities in the practice of information science are identified that, the paper argues, have large consequences for the social order. The infrastructure that runs... View Details
- November 2018
- Case
Komatsu Komtrax: Asset Tracking Meets Demand Forecasting
By: Willy Shih, Paul Hong and YoungWon Park
Komatsu's Komtrax system started as a way of remotely monitoring and tracking equipment for the purpose of improving operational efficiency. This case follows its evolution towards other uses including demand forecasting for its sales, marketing, and production... View Details
- November 2018
- Teaching Note
TrustSphere: Building a Market for Relationship Analytics
By: Boris Groysberg, Robin Abrahams and Tricia Gregg
- November 2018
- Article
Global Evidence on Economic Preferences
By: Armin Falk, Anke Becker, Thomas Dohmen, Benjamin Enke, David Huffman and Uwe Sunde
This article studies the global variation in economic preferences. For this purpose, we present the Global Preference Survey (GPS), an experimentally validated survey data set of time preference, risk preference, positive and negative reciprocity, altruism, and trust... View Details
- November 2018
- Case
Sportradar (A): From Data to Storytelling
By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann
In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on... View Details
Keywords: Sports Data; Data; Sport; Sportradar; Football; Soccer; Gambling; Betting; Betting Markets; Statistics; Odds; Live Data; Bookmakers; Betradar; Visualization; Integrity; Monitoring; Gaming; Streaming; 2013; St.Gallen; Algorithm; Mathematical Modeling; Carsten Koerl; Betandwin; Bwin; Wagering; Probability; Sports; Analytics and Data Science; Mathematical Methods; Games, Gaming, and Gambling; Transition; Strategy; Media; Sports Industry; Technology Industry; Information Technology Industry; Media and Broadcasting Industry; Europe; Switzerland; Asia; Austria; Germany; England
- 2018
- Working Paper
Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 7 The Value Structure of Technologies, Part 2: Technical and Strategic Bottlenecks as Guides for Action
The purpose of this chapter is to present analytic tools based on functional maps that can be used to identify investment opportunities and to formulate strategy in large, evolving technical systems. I argue that the points of value creation and value capture in a... View Details
- October 2018
- Case
BreezoMeter: Making Air Pollution Data Actionable
By: Frank V. Cespedes, Allison M. Ciechanover and Margot Eiran
The case focuses on an Israeli startup that provides actionable air pollution data and forecasts. The company has over 50 enterprise customers and its tool reached a million people daily in 67 countries. The co-founders wrestle with which markets and customers to focus... View Details
- October 2018
- Case
American Family Insurance and the Artificial Intelligence Opportunity
By: Rajiv Lal and Scott Johnson
Keywords: Artificial Intelligence; Machine Learning; Automation; Analytics; American Family; American Family Insurance; Insurance; Business Organization; Transformation; Talent and Talent Management; Employee Relationship Management; Innovation Strategy; Job Cuts and Outsourcing; Risk and Uncertainty; Mobile and Wireless Technology; Technology Adoption; Internet and the Web; Applications and Software; Corporate Strategy; AI and Machine Learning; Digital Transformation; Insurance Industry; Technology Industry; Wisconsin
- October 2018
- Case
Fundraising at St. Camillus Hospital
By: Srikant M. Datar and Caitlin N. Bowler
St. Camillus is a fictional non-profit hospital in rural Maine facing a serious budget deficit. As Director of Marketing, Victoria Stern is building a team to modernize the hospital fundraising efforts. An interview with a promising candidate, who is also a digital... View Details
- 2020
- Working Paper
Machine Learning for Pattern Discovery in Management Research
Supervised machine learning (ML) methods are a powerful toolkit for discovering robust patterns in quantitative data. The patterns identified by ML could be used as an observation for further inductive or abductive research, but should not be treated as the result of a... View Details
- September 2018
- Article
Assembling the Sales Team
Data and analytical tasks have lengthened productivity ramp-up times in many sales contexts, making each hire a bigger sunk cost for a longer time. Most companies adopt two common practices: They hire on the basis of “experience” and/or look at their best reps and try... View Details
- Article
Uninformed Consent
By: Leslie K. John
Companies want access to more and more of your personal data—from where you are to what’s in your DNA. Can they unlock its value while respecting consumers’ privacy? View Details
- August 2018 (Revised September 2018)
- Case
Predicting Purchasing Behavior at PriceMart (A)
By: Srikant M. Datar and Caitlin N. Bowler
This case follows VP of Marketing, Jill Wehunt, and analyst Mark Morse as they tackle a predictive analytics project to increase sales in the Mom & Baby unit of a nationally recognized retailer, PriceMart. Wehunt observed that in the midst of the chaos that surrounded... View Details
- August 2018 (Revised September 2018)
- Supplement
Predicting Purchasing Behavior at PriceMart (B)
By: Srikant M. Datar and Caitlin N. Bowler
Supplements the (A) case. In this case, Wehunt and Morse are concerned about the logistic regression model overfitting to the training data, so they explore two methods for reducing the sensitivity of the model to the data by regularizing the coefficients of the... View Details
- August 2018 (Revised April 2019)
- Case
Chateau Winery (A): Unsupervised Learning
By: Srikant M. Datar and Caitlin N. Bowler
This case follows Bill Booth, marketing manager of a regional wine distributor, as he applies unsupervised learning on data about his customers’ purchases to better understand their preferences. Specifically, he uses the K-means clustering technique to identify groups... View Details
- August 2018 (Revised April 2019)
- Supplement
Chateau Winery (B): Supervised Learning
By: Srikant M. Datar and Caitlin N. Bowler
This case builds directly on “Chateau Winery (A).” In this case, Bill Booth, marketing manager of a regional wine distributor, shifts to supervised learning techniques to try to predict which deals he should offer to customers based on the purchasing behavior of those... View Details
- August 2018 (Revised September 2018)
- Case
LendingClub (A): Data Analytic Thinking (Abridged)
By: Srikant M. Datar and Caitlin N. Bowler
LendingClub was founded in 2006 as an alternative, peer-to-peer lending model to connect individual borrowers to individual investor-lenders through an online platform. Since 2014 the company has worked with institutional investors at scale. While the company assigns... View Details