Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. A... View Details

Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer... View Details

Norton, an associate professor in the Marketing unit at Harvard Business School. "But we didn't know if the ritual caused the healing." “We see in every culture—and throughout history—that people who perform rituals report feeling better." What followed... View Details

kinds of mistakes from the U.S. Midwest. In this case, environmentalists and farmers opposed a power company's plans to build a dam. On the surface, the parties appeared to have deep, irreconcilable positions, which had resulted in a long stalemate. Yet a superior deal... View Details

efficacy of algorithms, the researchers set up an online experiment with more than 1,000 participants who were told to imagine they were employers hiring on TaskRabbit for one of three jobs—shoppers, event staffers, or moving workers. The... View Details

Summing Up Does Common Sense Impede Change? Common sense is the decision-maker's friend when the decision has to be made rapidly, with a minimum of research or formal theory, with no more than moderate risk or consequences, and by individuals who have accumulated View Details

For years, online experimentation has fueled the innovations of leading tech companies, enabling them to rapidly test and refine new ideas, optimize product features, personalize user experiences, and maintain a competitive edge. The widespread availability and lower... View Details

Teaching Note for HBS Case No. 623-092. Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides—consumers and those providing applications or services—need access... View Details

Over the last decade, technology companies like Amazon, Google, and Netflix have pioneered data-driven research and development processes centered on massive experimentation. However, as companies increase the breadth and scale of their experiments to millions of... View Details