Publications

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2024
Working Paper

Incrementality Representation Learning: Synergizing Past Experiments for Intervention Personalization

By: Ta-Wei Huang, Eva Ascarza and Ayelet Israeli

This paper introduces Incrementality Representation Learning (IRL), a novel multitask representation learning framework that predicts heterogeneous causal effects of marketing interventions. By leveraging past experiments, IRL efficiently designs and targets... View Details

Keywords: Heterogeneous Treatment Effect; Multi-task Learning; Representation Learning; Personalization; Promotion; Deep Learning; Field Experiments; Customer Focus and Relationships; Customization and Personalization

SSRN

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25 Feb 2014
First Look

First Look: February 25

Download working paper: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1999484 Consequences to Directors of Shareholder Activism By: Gow, Ian D., Sa-Pyung Sean Shin, and Suraj Srinivasan Abstract—We examine how shareholder activist View Details

Keywords: Sean Silverthorne

18 Nov 2014
First Look

First Look: November 18

"ground game." Specifically, we look at how different types of advertising―candidates' own ads vs. outside ads―and personal selling―in the form of utilizing field offices―affect voter preferences. Further, we ask how these various View Details

Keywords: Sean Silverthorne

20 Jun 2023
Research & Ideas

Looking to Leave a Mark? Memorable Leaders Don't Just Spout Statistics, They Tell Stories

information, they usually understand that statistics tend to be more informative than stories.” In that case, a politician doing last minute campaigning before an election, or a business executive seeking to boost sales or recruitment at... View Details

Keywords: by Scott Van Voorhis

June 2007 (Revised December 2007)
Case

AFL-CIO: Office of Investment and Home Depot

By: Rakesh Khurana and James Weber

Describes the AFL-CIO: Office of Investments activities in their campaign to improve governance at Home Depot by calling attention to Home Depot CEO Robert Nardelli's compensation package and the company's poor performance. The AFL-CIO Office of Investments advocates... View Details

Keywords: Investment; Corporate Governance; Governing and Advisory Boards; Executive Compensation; Labor Unions; Organizational Change and Adaptation; Business and Shareholder Relations

07 Apr 2022
Research & Ideas

Giving Back: Consumers Care More About How Companies Donate Than How Much

donations, which typically follow profits and gross domestic product, took a hit in the United States in 2020 as COVID-19 roiled the world economy. With corporate profits bouncing back, the research shows how future campaigns could appeal... View Details

Keywords: by Pamela Reynolds

19 Jul 2011
First Look

First Look: July 19

PublicationsBroadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry Authors:Jonathan R. Clark and Robert S. Huckman Publication:Management Science (forthcoming) Abstract The long-standing argument that focused operations outperform... View Details

Keywords: Sean Silverthorne

October 2015
Case

BandPage (A)

By: Karim R. Lakhani, Colin Maclay and Greta Friar

BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details

Keywords: Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry

15 May 2024
Research & Ideas

A Major Roadblock for Autonomous Cars: Motorists Believe They Drive Better

for marketers is to make such interventions short, memorable, and motivational—as when Metro Trains in Melbourne, Victoria, successfully launched a viral ad campaign on railway safety called “Dumb ways to die.” 4. Get concrete. People... View Details

Keywords: by Rachel Layne; Transportation; Auto

Research Summary

Overview

By: Reshmaan N. Hussam

Engaged with field work in South Asia and East Africa, Professor Hussam places a focus on exploring questions with strong theoretical motivation in the economics literature as well as relevant downstream policy implications. Her research spans four broad interests.... View Details

31 Oct 2022
Research & Ideas

Why the Largest Minority Group Faces the Most Hate—and How to Push Back

attitudes may even bleed into hiring practices and the labor market. Policymakers, activists, and business leaders can take steps now to prevent it by: Spreading awareness. Policymakers could initiate awareness campaigns to help white... View Details

Keywords: by Pamela Reynolds

March 2018
Article

In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

By: Eva Ascarza, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost and Rom Schrift

In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge—with a particular focus on predicting customer churn.... View Details

Keywords: Customer Retention; Churn; Customer Relationship Management; Measurement and Metrics

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June 2014 (Revised May 2017)
Case

Southeastern Asset Management Challenges Buyout at Dell

By: Paul Healy, Suraj Srinivasan and Aldo Sesia

In late 2012, Michael Dell wants to take Dell Inc., the company he founded, private. Mr. Dell believes that the successful company's transformation from a personal computer (PC) manufacturer to an enterprise solutions and services provider (ESS) is dependent on going... View Details

October 2021 (Revised November 2022)
Case

The 2012 Spanish Labor Reform: Lifting All Boats, or Leveling Down?

By: Vincent Pons, Rafael Di Tella, Santiago Botella and Elena Corsi

Since 1978, Spain had struggled to control unemployment. The country’s labor law was protective of employees hired long-term and companies used temporary contracts as buffers. In 2012, amid economic recession and a 23.6% unemployment rate, a center-right government of... View Details

Keywords: COVID-19 Pandemic; Labor Market; Unemployment; Recession; Globalized Markets and Industries; Government Legislation; International Relations; Working Conditions; Employment; Labor Unions; Contracts; Social Issues; Public Opinion; Governing Rules, Regulations, and Reforms; Spain; European Union

09 Dec 2002
Research & Ideas

Unilever—A Case Study

soapflakes, promoted as a fine soap that would not damage delicate fabrics just at a time when women's wear was shifting from cotton and lisle to silk and fine fabrics. The campaign featured a variety of tactics, including washing... View Details

Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail

June 2018 (Revised July 2023)
Case

John Chambers, Cisco, and China: Upgrading a Golden Shield

By: Geoffrey Jones and Emily Grandjean

This case examines the role of Cisco led by John Chambers in facilitating web filtering in China. It begins by tracing the origins of Cisco as a pioneer of networking equipment. John Chambers, who had worked as a sales manager at IBM and Wang Laboratories, joined Cisco... View Details

Keywords: Cisco; Internet and the Web; Governance Controls; Ethics; Rights; Corporate Social Responsibility and Impact; Technology Industry; China

January 2024 (Revised June 2024)
Case

School of Rock: Tuning into Structured Empowerment (A)

By: Tatiana Sandino, Jeffrey Rayport, Samuel Grad and Stacy Straaberg

In summer 2021, School of Rock was a youth-oriented music education company with 291 franchise- and company-owned schools globally. Before CEO Rob Price’s hire in 2017, School of Rock’s nonconformist rock ‘n’ roll culture led to variability in teaching styles,... View Details

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

2023
Working Paper

Keep Your Enemies Closer: Strategic Platform Adjustments during U.S. and French Elections

By: Rafael Di Tella, Randy Kotti, Caroline Le Pennec and Vincent Pons

A key tenet of representative democracy is that politicians' discourse and policies should follow voters' preferences. In the median voter theorem, this outcome emerges as candidates strategically adjust their platform to get closer to their opponent. Despite its... View Details

Keywords: Political Ideology; Political Elections; United States; France

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