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Publications
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Digital Marketing Strategy
By: John A. Deighton
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- Forthcoming
- Article
Engaging Customers with AI in Online Chats: Evidence from a Randomized Field Experiment
By: Shunyuan Zhang and Das Narayandas
We examine how artificial intelligence (AI) affected the productivity of customer service agents and customer sentiment in online interactions. Collaborating with a meal delivery company, we conducted a randomized field experiment that exploited exogenous variation in... View Details
- Forthcoming
- Article
From Bupkis to Sechel in Health Care
By: Regina E. Herzlinger and Richard Boxer
Fifty years ago, famed economist Milton Friedman declared that “The social responsibility of business is to increase its profits.” This free market manifesto was adopted by the healthcare industry as well. But transactional has evolved into transformational with the... View Details
- Research Summary
Managing the Manufacturer-Retailer Interface
Janice H. Hammond is studying the impact of coordination on the performance of manufacturing and retail channels. The focus of her research is on the supply "channel", the set of firms that undertakes the chain of activities that begins with acquisition of raw... View Details
- Forthcoming
- Article
Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact
By: Michelle A. Kinch and Ryan W. Buell
Prior research in social psychology has shown that when people feel anxious, they seek advice from others. However, companies that operate in high-anxiety settings (like financial services, health care, and education) are increasingly deploying self-service... View Details
- Teaching Interest
Overview
By: Rob Markey
Managing Service Operations - MBA Elective Curriculum
World-class service organizations deeply understand the needs and behaviors of their customers, and design, manage, and improve their operating models accordingly. This course... View Details
Keywords: Customer Lifetime Value; Customer Centric Initiative; Customer Engagement; Service Management; Service Profit Chain; Service Design; Service Models; Service Excellence; Customer Focus and Relationships; Customer Satisfaction; Customer Value and Value Chain; Service Delivery; Service Operations
- Teaching Interest
Overview
By: V.G. Narayanan
I teach accounting to MBA students, executives, and Harvard Extension School students. I teach topics from both financial and managerial accounting. I also train professors in teaching by the case method. View Details
- Teaching Interest
Overview
By: Jill J. Avery
Creating Brand Value (MBA elective course)
Overview:
In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
Overview:
In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
- Research Summary
Overview
By: Rob Markey
Most companies' leaders declare their commitment to delivering value to customers. Many have adopted language such as "customer-centric" or "customer-obsessed." Companies that consistently earn top marks for customer loyalty in their industry deliver total shareholder... View Details
- Research Summary
Overview
By: Eva Ascarza
Professor Ascarza’s research primarily focuses on providing researchers and marketers a better understanding of how to manage customer retention so as to reduce churn and increase firm’s profitability. She addresses these issues by building empirical models of customer... View Details
- Research Summary
Overview
By: Antonio Moreno
Professor Moreno’s research explores how digital technologies are reshaping operational processes, with a particular focus on retail and service industries. His early work examined omnichannel retail—the integration of online and offline channels to create seamless... View Details