Publications
Publications
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(3,481)
- Faculty Publications (711)
- 2020
- Working Paper
Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach
By: Eva Ascarza
The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can... View Details
- February 2019 (Revised August 2019)
- Case
Maccabitech: The Promise of Israel's Healthcare Data
By: Scott Duke Kominers and Carin-Isabel Knoop
Dr. Varda Shalev bridges technology and medicine through Maccabitech, a "research and innovation wing" of Israel's Maccabi Healthcare Services (MHS) that partners with research institutions, pharmaceutical companies, and startups. Shalev hopes to scale Maccabitech's... View Details
- Article
Multivariate Unsupervised Machine Learning for Anomaly Detection in Enterprise Applications
By: Daniel Elsner, Pouya Aleatrati Khosroshahi, Alan MacCormack and Robert Lagerström
Existing application performance management (APM) solutions lack robust anomaly detection capabilities and root cause analysis techniques that do not require manual efforts and domain knowledge. In this paper, we develop a density-based unsupervised machine learning... View Details
- 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
- 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
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
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. Under the terms of the Nestlé acquisition, each of the purchased... View Details
- 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 October 2019)
- Case
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details
Keywords: Brands; Brand Management; Brand Communication; Retailing; DTC; Influencer; Startup; Internet Marketing; Big Data; Crowdsourcing; Growth and Development Strategy; Social Media; E-commerce; Internet and the Web; Digital Marketing; Consumer Products Industry; Beauty and Cosmetics Industry; Retail Industry; United States; North America
- 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
- January 2019 (Revised July 2019)
- Case
New Balance: Managing Orders and Working Conditions
By: Michael W. Toffel, Eileen McNeely and Matthew Preble
New Balance Athletics, Inc., a major U.S.-based athletic footwear and apparel brand, sources most of its footwear products from independent suppliers whose factories are located in China, Indonesia, and Vietnam. Monica Gorman, vice president of responsible leadership... View Details
Keywords: Footwear; Athletic Footwear; Manufacturing; CSR; Sustainability; Quality Management; Supply Chains; Operations; Management; Production; Working Conditions; Corporate Social Responsibility and Impact; Labor and Management Relations; Supply Chain Management; Supply Chain; Order Taking and Fulfillment; Apparel and Accessories Industry; Consumer Products Industry
- Article
Diversity Thresholds: How Social Norms, Visibility, and Scrutiny Relate to Group Composition
By: Edward H. Chang, Katherine L. Milkman, Dolly Chugh and Modupe Akinola
Across a field study and four experiments, we examine how social norms and scrutiny affect decisions about adding members of underrepresented populations (e.g., women, racial minorities) to groups. When groups are scrutinized, we theorize that decision makers strive to... View Details
- January–February 2019
- Article
Why Some Platforms Thrive and Others Don't
By: Feng Zhu and Marco Iansiti
In the digital economy, scale is no guarantee of continued success. After all, the same factors that help an online platform expand quickly—such as the low cost of adding new customers—work for challengers too. What, then, allows platforms to fight off rivals and grow... View Details
- October 2018 (Revised August 2023)
- Case
Safecast: Bootstrapping Human Capital to Big Data
By: Ethan Bernstein and Stephanie Marton
On March 11, 2011, at 2:46pm, a 9.1-on-the-Richter-scale, six-minute long earthquake unleashed a tsunami that ravaged the Tohoku region of Japan, damaging the Fukushima Daiichi Nuclear Power facility and releasing sufficient radioactive material into the air and ocean... View Details
Keywords: Citizen Science; Creative Commons; Open Data; Open Architecture; Volunteer-based Organization; Fukushima Daiichi Nuclear Power Facility; 311; Nuclear; Radiation; Crowdsourcing; Bgeigie; Geiger Counters; Kickstarter; Sustainability; Sustainable Business And Innovation; Design; Energy Generation; Social Entrepreneurship; Human Capital; Innovation and Invention; Crisis Management; Organizational Structure; Organizational Design; Information Technology; Business Model; Energy Industry; Technology Industry; Japan; North and Central America; Europe
- October 2018
- Supplement
JetBlue: Relevant Sustainability Leadership (B)
By: George Serafeim and David Freiberg
The case outlines JetBlue's decision to disclose according to the Sustainability Accounting Standards Board (SASB) standards and the ESG metrics they began reporting. Data on resulting changes in institutional ownership are also provided. View Details
- October 2018 (Revised July 2023)
- Case
Innovation at Uber: The Launch of Express POOL
By: Chiara Farronato, Alan MacCormack and Sarah Mehta
Set in March 2018, the case follows ride-sharing company Uber as it develops and launches a new product called Express POOL. This product offers a reduced price to riders willing to carpool, walk a short distance to/from their pick-up and drop-off points, and wait a... View Details
- 2018
- Book
The Gift of Global Talent: How Migration Shapes Business, Economy & Society
By: William R. Kerr
The global race for talent is on, with countries and businesses competing for the best and brightest. Foreign talent has transformed U.S. science and engineering, reshaped the economy, and influenced society at large. But America is bogged down in thorny debates on... View Details
- October 2018
- Article
The Operational Value of Social Media Information
By: Ruomeng Cui, Santiago Gallino, Antonio Moreno and Dennis J. Zhang
While the value of using social media information has been established in multiple business contexts, the field of operations and supply chain management have not yet explored the possibilities it offers in improving firms' operational decisions. This study attempts to... View Details
- 2018
- Book
Varieties of Green Business: Industries, Nations and Time
By: Geoffrey Jones
Published at a time of ever-increasing warnings that the pace of climate change and other environmental changes risk making the Earth unsustainable within our own lifetimes, this book looks at the past of green business to identify lessons for the future. It provides... View Details
Keywords: Green Business; Sustainability; Business History; Eco-tourism; Organic Wine; Organic Food; Waste Management; Sustainable Finance; Ethics; Finance; History; Entrepreneurship; Accommodations Industry; Agriculture and Agribusiness Industry; Banking Industry; Energy Industry; Food and Beverage Industry; Green Technology Industry; Tourism Industry; Europe; Asia; Latin America; North and Central America; New Zealand
- Article
Audit Personnel Salaries and Audit Quality
By: Jeffrey L. Hoopes, Kenneth J. Merkley, Joseph Pacelli and Joseph H. Schroeder
This study examines the relation between audit personnel salaries and office-level audit quality. We measure audit personnel salaries at the associate, senior, and manager ranks for Big 4 audit offices from 2004 to 2013, using unique individual-auditor-level data... View Details
- September 2018
- Article
Discretionary Task Ordering: Queue Management in Radiological Services
By: Maria Ibanez, Jonathan R. Clark, Robert S. Huckman and Bradley R. Staats
Work-scheduling research typically prescribes task sequences implemented by managers. Yet employees often have discretion to deviate from their prescribed sequence. Using data from 2.4 million radiological diagnoses, we find that doctors prioritize similar tasks... View Details
Keywords: Discretion; Scheduling; Queue; Healthcare; Learning; Experience; Decentralization; Operations; Service Operations; Service Delivery; Performance; Performance Effectiveness; Performance Efficiency; Performance Improvement; Performance Productivity; Decisions; Time Management; Cost vs Benefits; Health Industry