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August 2019
Article

When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation

By: Yicheng Song, Nachiketa Sahoo and Elie Ofek

Sometimes we desire change, a break from the same or an opportunity to fulfill different aspects of our needs. Noting that consumers seek variety, several approaches have been developed to diversify items recommended by personalized recommender systems. However,... View Details

Keywords: Recommender Systems; Personalization; Recommendation Diversity; Variety Seeking; Collaborative Filtering; Consumer Utility Models; Digital Media; Clickstream Analysis; Learning-to-rank; Consumer Behavior; Media; Customization and Personalization; Strategy; Mathematical Methods

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July 2023
Supplement

Honeycomb (B): Jumping on The Generative AI Bandwagon?

By: Jeffrey J. Bussgang and Kumba Sennaar

Honeycomb, an audio app enabling users to record stories and save family memories, considers pivoting to embrace generative AI. What should the co-founders business model look like if they pursued this new direction? View Details

Keywords: Entrepreneurship; Venture Capital; Operations; Business Startups; Business Model; AI and Machine Learning; Technology Industry; United States

01 Dec 2009
Working Paper Summaries

Modeling a Paradigm Shift: From Producer Innovation to User and Open Collaborative Innovation

Keywords: by Carliss Y. Baldwin & Eric von Hippel

2025
Working Paper

Global Evidence on Gender Gaps and Generative AI

By: Nicholas G. Otis, Solène Delecourt, Katelynn Cranney and Rembrand Koning

Generative AI has the potential to transform productivity and reduce inequality, but only if adopted broadly. In this paper, we show that recently identified gender gaps in generative AI use are nearly universal. Synthesizing data from 18 studies covering more than... View Details

Keywords: AI and Machine Learning; Gender; Equality and Inequality; Technology Adoption; Behavior

2008
Article

Warmth and Competence As Universal Dimensions of Social Perception: The Stereotype Content Model and the BIAS Map

By: A. J.C. Cuddy, S. T. Fiske and P. Glick

The stereotype content model (SCM) defines two fundamental dimensions of social perception, warmth and competence, predicted respectively by perceived competition and status. Combinations of warmth and competence generate distinct emotions of admiration, contempt,... View Details

Keywords: Perception; Competency and Skills; Prejudice and Bias; Emotions; Business Model; Behavior; Research; Competition; Status and Position; Cognition and Thinking; Groups and Teams

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02 Apr 2007
Lessons from the Classroom

Making the Move to General Manager

to address idiosyncratic development needs. While the program's core content address issues, ideas, and theories relevant to the typical new general manager, the program actually involves eighty individual... View Details

Keywords: by Martha Lagace

March 2024 (Revised June 2025)
Teaching Note

CoPilot(s): Generative AI at Microsoft and GitHub

By: Frank Nagle and Maria P. Roche

This teaching note is the companion to case N9-624-010 CoPilot(s): Generative AI at Microsoft and GitHub, which takes place in late 2021. The case briefly describes the history of both GitHub and Microsoft with a particular focus on open source software (OSS)—software... View Details

Keywords: Mergers and Acquisitions; AI and Machine Learning; Applications and Software; Technological Innovation; Product Launch; Open Source Distribution; Product Development; Commercialization; Competition; Resource Allocation; Technology Industry

Research Summary

Overview

My research focuses on content marketing, generative AI, digital marketing, and computational social science. View Details

Keywords: Digitalization; Machine Learning; Content Creation; AI

Article

Biosimilars and Follow-On Products in the United States: Adoption, Prices, and Users

By: Ariel Dora Stern, Jacqueline L. Chen, Melissa Ouellet, Mark R. Trusheim, Zeid El-Kilani, Amber Jessup and Ernst R. Berndt

Biologic drugs account for a disproportionate share of the increase in pharmaceutical spending in the U.S. and worldwide. Against this backdrop, many look to the expanding market for biosimilars—follow-on products to biologic drugs—as a vehicle for controlling... View Details

Keywords: Pharmaceuticals; Drug Spending; Drug Pricing; Health Care and Treatment; Spending; Price; Markets; Cost Management; United States

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02 May 2005
What Do You Think?

Where is Consumer Generated Marketing Taking Us?

Summing Up Consumer generated marketing is a fact of life to which all of us will have to adapt. Adaptation means learning how to use CGM to provide one form of input in fashioning product and marketing decisions. Those are the messages... View Details

Keywords: by James Heskett

May 2024
Article

The Health Risks of Generative AI-Based Wellness Apps

By: Julian De Freitas and G. Cohen

Artifcial intelligence (AI)-enabled chatbots are increasingly being used to help people manage their mental health. Chatbots for mental health and particularly ‘wellness’ applications currently exist in a regulatory ‘gray area’. Indeed, most generative AI-powered... View Details

Keywords: AI and Machine Learning; Well-being; Governing Rules, Regulations, and Reforms; Applications and Software

June 2024
Article

Valuing the Societal Impact of Medicines and Other Health Technologies: A User Guide to Current Best Practices

By: Jason Shafrin, Jaehong Kim, Joshua T. Cohen, Louis P. Garrison, Dana A. Goldman, Jalpa A. Doshi, Joshua Krieger, Darius N. Lakdawalla, Peter J. Neumann, Charles E. Phelps, Melanie D. Whittington and Richard Willke

This study argues that value assessment conducted from a societal perspective should rely on the Generalized Cost-Effectiveness Analysis (GCEA) framework proposed herein. Recently developed value assessment inventories—such as the Second Panel on Cost-Effectiveness’s... View Details

Keywords: Health Care and Treatment; Valuation; Cost vs Benefits; Society

2023
Book

Beyond AI: ChatGPT, Web3, and the Business Landscape of Tomorrow

By: Ken Huang, Yang Wang, Feng Zhu, Xi Chen and Chunxiao Xing

This book explores the transformative potential of ChatGPT, Web3, and their impact on productivity and various industries. It delves into Generative AI (GenAI) and its representative platform ChatGPT, their synergy with Web3, and how they can revolutionize business... View Details

Keywords: Generative Ai; AI and Machine Learning; Ethics; Technology Adoption

Fall 2011
Article

Exclusivity and Control

By: Andrei Hagiu and Robin S. Lee

We analyze platform competition for content in the presence of strategic interactions between content distributors and content providers. We provide a model of bargaining and price competition within these industries and show that whether or not a piece of content ends... View Details

Keywords: General Strategy; Entertainment And Leisure; Software; Quality; Competition; Price; Sales; Expansion; Digital Platforms; Revenue; Negotiation

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March 2025
Case

YouTube: Bidding for NFL Sunday Ticket

By: Anita Elberse and Crystal Yao

In December 2022, Erin Teague, a senior director and the global head of sports, movies and shows at YouTube, technology giant Alphabet Inc.’s video- sharing platform, received the news that Sundar Pichai, the chief executive officer of Alphabet and its subsidiary... View Details

Keywords: General Management; Entertainment; Media; Sports; Marketing; Management; Business Strategy; Bids and Bidding; Sports Industry; Entertainment and Recreation Industry

May 2021
Article

Ideology and Composition Among an Online Crowd: Evidence From Wikipedians

By: Shane Greenstein, Grace Gu and Feng Zhu

Online communities bring together participants from diverse backgrounds and often face challenges in aggregating their opinions. We infer lessons from the experience of individual contributors to Wikipedia articles about U.S. politics. We identify two factors that... View Details

Keywords: User Segregation; Online Community; Contested Knowledge; Collective Intelligence; Ideology; Bias; Wikipedia; Knowledge Sharing; Perspective; Government and Politics

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July 2017 (Revised November 2017)
Case

Propel

By: Mitchell Weiss and Sarah McAra

In 2014, Jimmy Chen, a former product manager at Facebook, founded the start-up Propel to build software for low-income Americans. After conducting in-depth behavioral research, Chen and his small team in New York City began to develop technology to address the... View Details

November 2021
Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek

We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details

Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media

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February 2025
Case

RedBird Capital Partners

By: Anita Elberse and David Moreno Vicente

In July 2024, Gerry Cardinale, the founder and managing partner of RedBird Capital Partners (‘RedBird’) has helped orchestrate a high-profile deal in the world of entertainment: one in which Skydance Media (‘Skydance’), a content production studio led by David Ellison... View Details

Keywords: Entertainment; Media; Film; Television; Sports; Superstars; Marketing; Strategy; General Management; Investing; Mergers and Acquisitions; Private Equity; Asset Management

July 2016
Case

Spotify

By: Anita Elberse and Alexandre de Pfyffer

In November 2014, Spotify's chief content officer Ken Parks learns that record label Big Machine Records has requested the immediate removal of superstar artist Taylor Swift's entire catalogue from Spotify's music streaming service. Is it time for Spotify to reconsider... View Details

Keywords: Entertainment; Marketing; Superstar; Music; Entertainment Marketing; Media; Digital Technology; Creative Industries; Product Portfolio Management; General Management; Management; Strategy; Internet and the Web; Open Source Distribution; Creativity; Music Entertainment; Product Marketing; Music Industry

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