Data Strategy - Publications - Faculty & Research - Harvard Business School

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07 Apr 2015
First Look

First Look: April 7

strategies for launching them for 10 years. In this article he draws on research on dozens of platform sites and products to offer a framework for building a successful platform business. It involves asking five basic questions: (1) Can I... View Details

Keywords: Sean Silverthorne

24 Aug 2020
News

Now We Know How COVID-19 Has Changed the Workday

2012
Article

Specialization and Variety in Repetitive Tasks: Evidence from a Japanese Bank

By: B. Staats and F. Gino

Sustaining operational productivity in the completion of repetitive tasks is critical to many organizations' success. Yet research points to two different work-design-related strategies for accomplishing this goal: specialization to capture the benefits of repetition... View Details

Keywords: Motivation; Productivity; Specialization; Variety; Work Fragmentation; Boundaries; Performance Productivity; Organizations; Research; Strategy; Motivation and Incentives; Opportunities; Market Transactions; Resource Allocation; Performance; Goals and Objectives; Learning

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March 2024
Supplement

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Bruce Hardie, Peter S. Fader and Michael Ross

This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an... View Details

Keywords: Customer Relationship Management; Analytics and Data Science; Growth and Development Strategy; Retail Industry; United States

winter 2003
Article

Massively Categorical Variables: Revealing the Information in Zip Codes

We introduce the idea of a massively categorical variable, a variable such as zip code that takes on too many values to be treated in the standard manner, and show how to use it directly as explanatory variables in an econometric model. In an application of this... View Details

Keywords: Strategy; Analytics and Data Science; Behavior; Marketing; Standards; Finance

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June 2025
Article

Ideation with Generative AI—In Consumer Research and Beyond

By: Julian De Freitas, G. Nave and Stefano Puntoni

The use of large language models (LLMs) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research—remains underexplored. Drawing... View Details

Keywords: Large Language Model; AI and Machine Learning; Creativity; Innovation Strategy

January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

March 2024
Case

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Bruce Hardie, Michael Ross and Peter S. Fader

This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an... View Details

Keywords: Customer Relationship Management; Analytics and Data Science; Growth and Development Strategy; Customer Value and Value Chain; Retail Industry; United States

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

Businesses rely on solid marketing strategies to boost sales—yet the tools used to evaluate these strategies often provide misleading results, leaving managers with the inability to accurately measure how... View Details

Keywords: by Dina Gerdeman

2021
Working Paper

Studying the U.S.-Based Portfolio Companies of U.S. Impact Investors

By: M. Diane Burton, Gurveen Chadha, Shawn A. Cole, Abhishek Dev, Christina Jarymowycz, Leslie Jeng, Laura Kelley, Josh Lerner, Jaime R. Diaz Palacios, Yue (Cynthia) Xu and T. Robert Zochowski

Recent years have seen a dramatic increase in the reliance on market-based solutions to social and environmental problems around the world (Barman 2016; Horvath and Powell 2020). The growth of impact investing is a vivid example of this trend and, although there have... View Details

Keywords: Impact Investing; Impact Portfolio Companies; Investment; Social Issues; Environmental Sustainability; Investment Portfolio; Business Ventures; Analytics and Data Science; Performance; United States

November 2006 (Revised November 2007)
Case

EFJ, Inc.

By: Lynda M. Applegate, Ajay Vinze and Mara Vatz

Michael Jalbert plans to transform EFJI, a land mobile radio manufacturer, into a leading radio systems and solutions provider. Taking advantage of new industry standards and the country's increased focus on public safety agencies and homeland security, Jalbert says... View Details

Keywords: Disruptive Innovation; Leading Change; Growth and Development Strategy; Product Positioning; Organizational Change and Adaptation; Competitive Strategy; Expansion

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2023
Working Paper

Learning by Investing: Entrepreneurial Spillovers from Venture Capital

By: Josh Lerner, Jinlin Li and Tong Liu

This paper studies how investing in venture capital (VC) affects the entrepreneurial outcomes of individual limited partners (LPs). Using comprehensive administrative data on entrepreneurial activities and VC fundraising and investments in China, we first document that... View Details

Keywords: Partners and Partnerships; Entrepreneurship; Venture Capital; Investment; China

April 2008 (Revised May 2010)
Case

Visions of Web 3.0

By: Thomas R. Eisenmann and David Andrew Vivero

Explores the Semantic Web, a vision for the next generation of the World Wide Web in which information is stored in machine-readable formats. While the Semantic Web would make information more easily accessible, barriers to its adoption are very high because website... View Details

Keywords: Business Startups; Entrepreneurship; Strategy; Technology Adoption; Digital Platforms; Internet and the Web

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November 1978 (Revised December 1979)
Case

Federal Express (C)

The Marketing Director for Federal Express, a fast growing freight airline specializing in small packages, must select a strategy to achieve a big sales increase for one of the company's services. First he must decide on the relative emphasis to place between... View Details

Keywords: Product Marketing; Sales; Air Transportation Industry; Service Industry; United States

1991
Article

Job Satisfaction, Service Capability and Customer Satisfaction: An Examination of Linkages and Management Implications

By: Leonard A. Schlesinger and Jeffrey Zornitsky

Survey data from 1,277 employees and 4,269 customers of a personal lines insurance organization were analyzed with the following results: (a) employee perceptions of service quality are positively related to both job satisfaction and self-perceived service capability;... View Details

Keywords: Service Delivery; Satisfaction; Jobs and Positions; Customer Satisfaction

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Article

Selling to Many Countries Within the U.S.

By: Frank V. Cespedes and Michael Wong

In pursuing growth, many companies have plans to sell to emerging markets like the so-called B-R-I-C nations (Brazil, Russia, India, China), but they overlook significant ethnic markets within the United States. For example, the combined African-American and Hispanic... View Details

Keywords: Management Style; Ethnicity; Sales; Business Growth and Maturation; Marketing Communications; Business Plan; Emerging Markets; Debates; Business Strategy; Growth and Development; Growth and Development Strategy; United States

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August 1997
Case

Orbital Sciences Corporation: ORBCOMM

By: Das Narayandas and John A. Quelch

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details

Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry

April 2016
Teaching Note

Whither the Weather (Company): Forecasting 2016

By: Rosabeth Moss Kanter and Jonathan Cohen

This Note was created for the purpose of aiding classroom instructors in the use of the Harvard Business School case, "Whither the Weather (Company): Forecasting 2016." As chairman and CEO, David Kenny guided the Weather Company's transformation from a cable television... View Details

Keywords: Weather Company; IBM; Digital; Technology; David Kenny; Television; Weather Channel; Legacy Business; Mainstream; Newstream; Reorganization; Acquisitions; Transformation; Information Technology; Television Entertainment; Acquisition; Consolidation; Change; Leadership

June 1980 (Revised December 1992)
Case

Parker House (B)

The management of Boston's historic Parker House, owned by Dunfey Hotels, has received a request from a tour wholesaler to book a large number of rooms at the hotel during summer and fall 1980. This booking is tied to bookings at two other Dunfey hotels that need this... View Details

Keywords: Product Positioning; Segmentation; Accommodations Industry; Boston

Yoonjae Shin

Yoonjae Shin is a PhD student in the Organizational Behavior Unit at the Harvard Business School. His primary interests are labor market, corporate governance, and social inequality. Prior to beginning his PhD, Yoonjae worked in the project team at Seoul National... View Details

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