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November–December 2023
Article

Iterative Coordination and Innovation: Prioritizing Value over Novelty

By: Sourobh Ghosh and Andy Wu

An innovating organization faces the challenge of how to prioritize distinct goals of novelty and value, both of which underlie innovation. Popular practitioner frameworks like Agile management suggest that organizations can adopt an iterative approach of frequent... View Details

Keywords: Innovation; Novelty; Goals; Specialization; Coordination; Field Experiment; Software Development; Agile; Scrum; Iteration; Iterative; Organizations; Innovation and Invention; Value; Goals and Objectives; Integration; Applications and Software

November 2018
Case

frog design

By: Srikant M. Datar and Caitlin N. Bowler

The case follows the genesis and development of Palo, a radical urban communications hub designed to replace payphone booths on Manhattan’s city streets, through a joint venture between frog design and a venture-backed firm LQD WiFi. The case explores the complexity of... View Details

Keywords: Innovation; Prototyping; User Experience Design; Design Heuristics; Telecommunications; Urban Systems; Communication Technology; Urban Scope; Innovation and Invention; Design; Product Development

2017
Working Paper

Discretionary Task Ordering: Queue Management in Radiological Services

By: Maria Ibanez, Jonathan R. Clark, Robert S. Huckman and Bradley R. Staats

Work scheduling research typically prescribes task sequences implemented by managers. Yet employees often have discretion to deviate from their prescribed sequence. Using data from 2.4 million radiological diagnoses, we find that doctors prioritize similar tasks... View Details

November 2015 (Revised February 2016)
Case

Allianz Turkey: Focus on the Customer (A)

By: W. Earl Sasser and Gamze Yucaoglu

At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost... View Details

Keywords: Service Excellence; Customer Experience; Customer Service; Emerging Market; Customer Focus; Net Promoter Score; Customer Relationship Management; Competition; Leading Change; Service Operations; Emerging Markets; Customer Satisfaction; Insurance Industry; Turkey

September–October 2015
Article

Facts and Figuring: An Experimental Investigation of Network Structure and Performance in Information and Solution Spaces

By: Jesse Shore, Ethan Bernstein and David Lazer

Using data from a novel laboratory experiment on complex problem solving in which we varied the structure of 16-person networks, we investigate how an organization's network structure shapes performance of problem-solving tasks. Problem solving, we argue, involves both... View Details

April 2018
Article

Scope versus Speed: Team Diversity, Leader Experience, and Patenting Outcomes for Firms

By: Prithwiraj Choudhury and Martine R. Haas

How does the organization of patenting activity affect a firm’s patenting outcomes? We investigate how the composition of patenting teams relates to both the scope of their patent applications and the speed of their patent approvals by examining the main effects of... View Details

Keywords: Leader Experience; Micro-foundations Of Innovation; Scope; Speed; Team Diversity; Within-firm Data; Groups and Teams; Diversity; Patents; Leadership; Experience and Expertise; Outcome or Result

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2014
Other Teaching and Training Material

Marketing Reading: Creating Customer Value

By: Sunil Gupta

This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what... View Details

Keywords: Consumer Behavior; Consumer Marketing; Customer Experience; Network Effects; Service Profit Chain; Total Customer Value

Article

Offline Showrooms in Omni-channel Retail: Demand and Operational Benefits

By: David R. Bell, Santiago Gallino and Antonio Moreno

Omnichannel environments where customers shop online and offline at the same retailer are ubiquitous and are deployed by online-first and traditional retailers alike. We focus on the relatively understudied domain of online-first retailers and the engagement of a key... View Details

Keywords: Experience Attributes; Marketing–operations Interface; Omnichannel Retailing; Quasi-experimental Methods; Retail Operations; Showrooms; Marketing Channels; Demand and Consumers; Performance Efficiency; Retail Industry

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2020
Article

A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?

By: Doug J. Chung, Byungyeon Kim and Niladri B. Syam

Personal selling represents one of the most important elements in the marketing mix, and appropriate management of the sales force is vital to achieving the organization’s objectives. Among the various instruments of sales management, compensation plays a pivotal role... View Details

Keywords: Sales Compensation; Sales Management; Sales Strategy; Principal-agent Theory; Structural Econometrics; Field Experiments; Machine Learning; Artificial Intelligence; Salesforce Management; Compensation and Benefits; Motivation and Incentives; AI and Machine Learning

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March 2022
Article

Sensitivity Analysis of Agent-based Models: A New Protocol

By: Emanuele Borgonovo, Marco Pangallo, Jan Rivkin, Leonardo Rizzo and Nicolaj Siggelkow

Agent-based models (ABMs) are increasingly used in the management sciences. Though useful, ABMs are often critiqued: it is hard to discern why they produce the results they do and whether other assumptions would yield similar results. To help researchers address such... View Details

Keywords: Agent-based Modeling; Sensitivity Analysis; Design Of Experiments; Total Order Sensitivity Indices; Organizations; Behavior; Decision Making; Mathematical Methods

Forthcoming
Article

Sending a Message: An Empirical Assessment of Responses to Punitive and Non-punitive Compliance Messaging Strategies

By: Jodi L. Short, Michael W. Toffel, Elizabeth A. Keenan and Melissa Ouellet

Regulators operate in an increasingly hostile political environment. The U.S. Supreme Court is ramping up efforts to curtail the authority of administrative agencies. The second election of Donald Trump to the presidency has unleashed a torrent of anti-regulatory... View Details

Keywords: Field Experiment; Compliance; Compliance Programs; Compliance Policies; Regulatory Enforcement; Environmental Regulation; Environmental Policy; Government Experimentation; Governance Compliance; Government Administration; Governing Rules, Regulations, and Reforms; Business and Government Relations; Construction Industry; Public Administration Industry; California; United States

July–August 2024
Article

Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals

By: Ta-Wei Huang and Eva Ascarza

Firms are increasingly interested in developing targeted interventions for customers with the best response, which requires identifying differences in customer sensitivity, typically through the conditional average treatment effect (CATE) estimation. In theory, to... View Details

Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing Strategy

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2011
Book

The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

By: Fred Reichheld and Rob Markey

Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success.
*Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers.
*Shares new and... View Details

Keywords: Customer Centric Initiative; Customer Defection; Customer Engagement; Customer Experience; Customer Focused Organization; Customer Focus and Relationships; Customer Satisfaction; Customer Value and Value Chain; Network Effects

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01 Sep 2023
News

That Was Then, This Is Now

extracurricular exercise. Pulling from the Mary Oliver poem “The Summer Day,” Deifell asked his classmates to answer the question posed in the poem’s last line: “Tell me, what is it you plan to do with your one wild and precious life?” Then, drawing on his View Details

Keywords: Photographed by Tony Deifell (MBA 2002); edited by Julia Hanna. Above: Heidi Brooks, photographed in 2003 and 2023.; life experience; family; leadership

January–February 2020
Article

Are You Undervaluing Your Customers?: It’s Time to Start Measuring and Managing Their Worth

Leaders recognize that they should manage their businesses to maximize the value of the customer base. But too often, earnings pressures result in cost-cutting measures that hurt customers.

Loyalty-leading companies operate differently. They create systems for... View Details

Keywords: Customer Experience; Customer Value; Customer Centric Initiative; Customer Focused Organization; Customer Lifetime Value; Customer Focus and Relationships; Customer Value and Value Chain; Operations; Business Strategy

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Register to Read

Research Summary

Overview

By: Ayelet Israeli

Professor Israeli utilizes econometric methods and field experiments to study data driven decision making in marketing context. Her research focuses on data-driven marketing, with an emphasis on how businesses can leverage their own data, customer data, and market data... View Details

Keywords: Channel Management; Pricing; Pricing Policies; Online Marketing; E-commerce; Analytics; Econometrics; Field Experiments; Data Analytics; Artificial Intelligence; Value Of Data

Teaching Interest

Overview

The Business of Aesthetics is a new course for second-year students who are considering careers in sectors and companies whose long-term financial value is built on their ability to deliver aesthetic value. Such companies are rewarded not only for eliciting a high... View Details

Keywords: Aesthetics; Luxury Goods; Retail; Consumer Goods; Design; Creativity; Consumer Behavior; Brand Building; Experience Goods; Fashion Industry; Retail Industry; Technology Industry; Food and Beverage Industry; Beauty and Cosmetics Industry; Travel Industry

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

29 Apr 2015
News

Nitin Nohria's Exhilarating Journey

Keywords: Nitin Nohria; career experience; Indian; corporate social responsibility; women in business; diversity; The Harvard Campaign; HBS Campaign; Colleges, Universities, and Professional Schools; Educational Services

September 2018 (Revised August 2019)
Case

The Progressive Corporation, 2018

By: John R. Wells and Benjamin Weinstock

In early 2019, The Progressive Corporation (Progressive), the USA’s third-largest auto insurance writer, reported earned premiums were up 20% in 2018 compared to the previous year, and net income was up 64%. Direct sales of personal auto policies rose 21%, while agent... View Details

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