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      • Faculty Publications  (113)

      Demand AnalysisRemove Demand Analysis →

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      • February 2020 (Revised April 2021)
      • Case

      StockX: The Stock Market of Things

      By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
      Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details
      Keywords: Markets; Auctions; Bids and Bidding; Demand and Consumers; Consumer Behavior; Analytics and Data Science; Market Design; Digital Platforms; Market Transactions; Marketplace Matching; Supply and Industry; Analysis; Price; Product Marketing; Product Launch; Apparel and Accessories Industry; Fashion Industry; North and Central America; United States; Michigan; Detroit
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      Farronato, Chiara, John J. Horton, Annelena Lobb, and Julia Kelley. "StockX: The Stock Market of Things." Harvard Business School Case 620-062, February 2020. (Revised April 2021.)
      • 2021
      • Working Paper

      Recovering Investor Expectations from Demand for Index Funds

      By: Mark Egan, Alexander J. MacKay and Hanbin Yang
      We use a revealed-preference approach to estimate investor expectations of stock market returns. Using data on demand for index funds that follow the S&P 500, we develop and estimate a model of investor choice to flexibly recover the time-varying distribution of... View Details
      Keywords: Stock Market Expectations; Demand Estimation; Exchange-traded Funds (ETFs); Demand and Consumers; Investment; United States
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      Egan, Mark, Alexander J. MacKay, and Hanbin Yang. "Recovering Investor Expectations from Demand for Index Funds." NBER Working Paper Series, No. 26608, January 2020. (Accepted at the Review of Economic Studies. Harvard Business School Working Paper, No. 20-122, May 2020. Direct download. Revised July 2021.)
      • Article

      Achieving Value in Highly Complex Acute Care: Lessons from the Delivery of Extra Corporeal Life Support

      By: Michael Nurok, Jonathan Warsh, Erik Dong, Jeffrey Lopez, Mayumi Kharabi and Robert S. Kaplan
      We applied a value (outcomes and cost) analysis to extracorporeal life support (ECLS), a relatively rare but very expensive ICU therapy with highly variable outcomes. To address the outcome component of the value approach, we created guidelines for ECLS delivery; to... View Details
      Keywords: Health Care and Treatment; Cost Management; Value; Analysis
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      Nurok, Michael, Jonathan Warsh, Erik Dong, Jeffrey Lopez, Mayumi Kharabi, and Robert S. Kaplan. "Achieving Value in Highly Complex Acute Care: Lessons from the Delivery of Extra Corporeal Life Support." NEJM Catalyst (October 31, 2019).
      • 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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      Song, Yicheng, Nachiketa Sahoo, and Elie Ofek. "When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation." Management Science 65, no. 8 (August 2019): 3737–3757.
      • April 2019
      • Article

      Internalizing Global Value Chains: A Firm-Level Analysis

      By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
      In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
      Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization
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      Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi. "Internalizing Global Value Chains: A Firm-Level Analysis." Journal of Political Economy 127, no. 2 (April 2019): 508–559. (See Online Appendix. Replications files available here. Also NBER Working Paper 21582.)
      • 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
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      Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
      • 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
      Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
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      Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
      • 2019
      • Book

      The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power

      By: Shoshana Zuboff
      In this masterwork of original thinking and research, Shoshana Zuboff provides startling insights into the phenomenon that she has named surveillance capitalism. The stakes could not be higher: a global architecture of behavior modification threatens human nature in... View Details
      Keywords: Consumer Profiling; Consumer Behavior; Forecasting and Prediction; Information Technology; Power and Influence; Ethics; Society; Transformation
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      Zuboff, Shoshana. The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. New York: PublicAffairs, 2019.
      • August 2018 (Revised September 2018)
      • Case

      Predicting Purchasing Behavior at PriceMart (A)

      By: Srikant M. Datar and Caitlin N. Bowler
      This case follows VP of Marketing, Jill Wehunt, and analyst Mark Morse as they tackle a predictive analytics project to increase sales in the Mom & Baby unit of a nationally recognized retailer, PriceMart. Wehunt observed that in the midst of the chaos that surrounded... View Details
      Keywords: Data Science; Analytics and Data Science; Analysis; Consumer Behavior; Forecasting and Prediction
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      Datar, Srikant M., and Caitlin N. Bowler. "Predicting Purchasing Behavior at PriceMart (A)." Harvard Business School Case 119-025, August 2018. (Revised September 2018.)
      • June 2018
      • Case

      American Airlines' Value Pricing (Abridged)

      By: Alvin J. Silk and Sunil Gupta
      This is an abridged version of the 1992 case where American Airlines (AA) launched "Value Pricing" in an attempt to simplify the pricing structure of the airline industry. AA expected that this plan would benefit not only consumers, but also AA and the entire airline... View Details
      Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry
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      Silk, Alvin J., and Sunil Gupta. "American Airlines' Value Pricing (Abridged)." Harvard Business School Case 519-019, June 2018.
      • January–February 2018
      • Article

      Some Customers Would Rather Leave Without Saying Goodbye

      By: Eva Ascarza, Oded Netzer and Bruce G.S. Hardie
      We investigate the increasingly common business setting in which companies face the possibility of both observed and unobserved customer attrition (i.e., “overt” and “silent” churn) in the same pool of customers. This is the case for many online-based services where... View Details
      Keywords: Churn; Retention; Attrition; Customer Base Analysis; Hidden Markov Models; Latent Variable Models; Customer Relationship Management; Consumer Behavior
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      Ascarza, Eva, Oded Netzer, and Bruce G.S. Hardie. "Some Customers Would Rather Leave Without Saying Goodbye." Marketing Science 37, no. 1 (January–February 2018): 54–77.
      • September–October 2017
      • Article

      The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests

      By: Ron Kohavi and Stefan Thomke
      In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing, a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details
      Keywords: Experiments; A/B Testing; Research; Consumer Behavior
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      Kohavi, Ron, and Stefan Thomke. "The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests." Harvard Business Review 95, no. 5 (September–October 2017): 74–82.
      • June 2016 (Revised March 2017)
      • Case

      Global Wine War 2015: New World Versus Old

      By: Christopher A. Bartlett and Sarah McAra
      This case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers in the battle for the Chinese wine market in 2015. China’s wine consumption growth presented a large and fast-growing export target that was extremely... View Details
      Keywords: Competitive Advantage; Government Regulation; Industry Analysis; International Business; International Marketing; Market Entry; Exports; Business And Government Relations; China; Europe; France; Australia; Trade; Global Strategy; Governing Rules, Regulations, and Reforms; Consumer Behavior; Market Entry and Exit; Competition; Food and Beverage Industry; France; Europe; Australia; China
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      Bartlett, Christopher A., and Sarah McAra. "Global Wine War 2015: New World Versus Old." Harvard Business School Case 916-415, June 2016. (Revised March 2017.)
      • Article

      Pricing and Production Flexibility: An Empirical Analysis of the U.S. Automotive Industry

      By: Antonio Moreno and Christian Terwiesch
      We use a detailed data set from the U.S. auto industry spanning from 2002 to 2009 and a variety of econometric methods to characterize the relationship between the availability of production mix flexibility and firms’ use of responsive pricing. We find that production... View Details
      Keywords: Empirical Operations Management; Flexibility; Pricing; Automotive Industry; Production; Price; Management; Analysis; Auto Industry; United States
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      Moreno, Antonio, and Christian Terwiesch. "Pricing and Production Flexibility: An Empirical Analysis of the U.S. Automotive Industry." Manufacturing & Service Operations Management 17, no. 4 (Fall 2015): 428–444.
      • August 2015
      • Article

      Poultry in Motion: A Study of International Trade Finance Practices

      By: Pol Antràs and C. Fritz Foley
      This paper analyzes the financing terms that support international trade and sheds light on how these terms shape the impact of economic shocks on trade. Analysis of transaction-level data from a U.S.-based exporter of frozen and refrigerated food products, primarily... View Details
      Keywords: Risk and Uncertainty; International Finance; Financing and Loans; Trade
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      Antràs, Pol, and C. Fritz Foley. "Poultry in Motion: A Study of International Trade Finance Practices." Journal of Political Economy 123, no. 4 (August 2015): 853–901. (Revised May 2014. Online Appendix.)
      • 2015
      • Article

      Regulator Leniency and Mispricing in Beneficent Nonprofits

      By: Jonas Heese, Ranjani Krishnan and Frank Moers
      We posit that nonprofits that provide a greater supply of unprofitable services (beneficent nonprofits) face lenient regulatory enforcement for mispricing in price-regulated markets. Consequently, beneficent nonprofits exploit such regulatory leniency and exhibit... View Details
      Keywords: Nonprofit Organizations; Business Earnings; Fairness; Governance Compliance
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      Heese, Jonas, Ranjani Krishnan, and Frank Moers. "Regulator Leniency and Mispricing in Beneficent Nonprofits." Art. 11998. Academy of Management Proceedings (2015).
      • 2017
      • Working Paper

      Internalizing Global Value Chains: A Firm-Level Analysis

      By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
      In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
      Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization
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      Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi. "Internalizing Global Value Chains: A Firm-Level Analysis." Harvard Business School Working Paper, No. 16-028, September 2015. (Updated October 2017. See Online Appendix. Also NBER Working Paper 21582. Forthcoming in the Journal of Political Economy.)
      • August 2014
      • Technical Note

      Conjoint Analysis: A Do it Yourself Guide

      By: Elie Ofek and Olivier Toubia
      Conjoint Analysis has become one of the most commonly used quantitative market research methods. It has been successfully employed across a wide variety of industries to quantify consumer preferences for products and services. This technical note is intended to provide... View Details
      Keywords: Market Research; Conjoint Analysis; Consumer Preferences; Segmentation; Product Development; Demand Measurement; Demand and Consumers; Analysis; Markets
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      Ofek, Elie, and Olivier Toubia. "Conjoint Analysis: A Do it Yourself Guide." Harvard Business School Technical Note 515-024, August 2014.
      • 2014
      • Working Paper

      Non-Adherence in Health Care: A Positive and Normative Analysis

      By: Mark Egan and Tomas J. Philipson
      Non-adherence in health care results when a patient does not initiate or continue care that a provider has recommended. Previous research identifies non-adherence as a major source of waste in US health care, totaling approximately 2.3% of GDP, and have proposed a... View Details
      Keywords: Health Care and Treatment; Behavior; Economics; Analysis; Mathematical Methods
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      Egan, Mark, and Tomas J. Philipson. "Non-Adherence in Health Care: A Positive and Normative Analysis." NBER Working Paper Series, No. 20330, July 2014. (Previously titled, "Health Care Adherence and Personalized Medicine.")
      • Article

      Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information

      By: Santiago Gallino and Antonio Moreno
      Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can... View Details
      Keywords: Retail Operations; Inventory Availability; Empirical Operations Management; Business Analytics; Online Retail; Ecommerce; Operations; Management; Distribution Channels; Consumer Behavior; E-commerce; Retail Industry
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      Gallino, Santiago, and Antonio Moreno. "Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information." Management Science 60, no. 6 (June 2014): 1434–1451. (Finalist of Management Science Best Paper award in Operations Management.)
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