Filter Results:
(1,685)
Show Results For
- All HBS Web
(2,535)
- People (3)
- News (418)
- Research (1,685)
- Events (11)
- Multimedia (6)
- Faculty Publications (677)
Show Results For
- All HBS Web
(2,535)
- People (3)
- News (418)
- Research (1,685)
- Events (11)
- Multimedia (6)
- Faculty Publications (677)
Sort by
- September 2020 (Revised June 2023)
- Exercise
Artea: Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analytics; Data Analysis; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Algorithmic Bias; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
Ascarza, Eva, and Ayelet Israeli. "Artea: Designing Targeting Strategies." Harvard Business School Exercise 521-021, September 2020. (Revised June 2023.)
- June 2016
- Article
Understanding Online Hotel Reviews Through Automated Text Analysis
By: Shawn Mankad, Hyunjeong "Spring" Han, Joel Goh and Srinagesh Gavirneni
Customer reviews submitted at Internet travel portals are an important yet underexplored new resource in obtaining feedback on customer experience for the hospitality industry. These data are often voluminous and unstructured, presenting analytical challenges for... View Details
Keywords: Hotel Reviews; Natural Language Processing; Information Technology; Service Operations; Accommodations Industry; Moscow
Mankad, Shawn, Hyunjeong "Spring" Han, Joel Goh, and Srinagesh Gavirneni. "Understanding Online Hotel Reviews Through Automated Text Analysis." Service Science 8, no. 2 (June 2016): 124–138.
- 03 Feb 2016
- Research & Ideas
The State of Customer Service Leadership
example, that company would not be selling a “lifestyle” so successfully on a global basis today to its customer base of students, younger singles, and married couples moving into their first apartment or... View Details
- 16 Jun 2020
- Research & Ideas
Your Customers Have Changed. Here's How to Engage Them Again.
The coronavirus shock has disrupted more than jobs, supply chains, and financial markets. Your customer has changed fundamentally, too. The number one task for many companies now is discovering where their B2C and B2B View Details
- 09 Dec 2019
- Research & Ideas
Identify Great Customers from Their First Purchase
about which customers will respond well to marketing emails. Based on the researchers’ analysis, the beauty retailer’s email marketing campaign would have been 39.7 percent more effective if it had targeted... View Details
- September 2022
- Background Note
On CUE: The Quest for Optimal Customer Unit Economics
By: Elie Ofek, Barak Libai and Eitan Muller
Startups are often evaluated by how well they perform on unit economics, defined as the ratio of a customer’s lifetime value (LTV) to acquisition costs (CAC). A common target for unit economics, advocated by many VCs and analysts, is 3:1 (i.e., LTV/CAC=3). While there... View Details
Keywords: Unit Economics; Business Startups; Performance Evaluation; Customer Value and Value Chain; Customer Relationship Management; Analysis
Ofek, Elie, Barak Libai, and Eitan Muller. "On CUE: The Quest for Optimal Customer Unit Economics." Harvard Business School Background Note 523-050, September 2022.
- September 2002 (Revised August 2020)
- Technical Note
Real Estate Finance: A Technical Note Based on 'Bonnie Road'
By: Arthur I Segel
Supplement to (813-186). View Details
Keywords: Real Estate; Investment Evaluation; Property; Acquisition; Finance; Analysis; Real Estate Industry; New Jersey
Segel, Arthur I. "Real Estate Finance: A Technical Note Based on 'Bonnie Road'." Harvard Business School Technical Note 803-030, September 2002. (Revised August 2020.)
- 2009
- Book
Reorganize for Resilience: Putting Customers at the Center of Your Organization
By: Ranjay Gulati
In an era of raging commoditization and eroding profit margins, survival depends on resilience: staying one step ahead of your customers. Sure, most companies say they're "customer focused," but they don't deliver solutions to customers' thorniest problems. Why?... View Details
Keywords: Competency and Skills; Customer Focus and Relationships; Profit; Organizational Culture; Organizational Structure; Cooperation
Gulati, Ranjay. Reorganize for Resilience: Putting Customers at the Center of Your Organization. Harvard Business Press, 2009.
- June 2023
- Simulation
Artea Dashboard and Targeting Policy Evaluation
By: Ayelet Israeli and Eva Ascarza
Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
- 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
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.)
- 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
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.)
- 2008
- Working Paper
Applicant and Examiner Citations in U.S. Patents: An Overview and Analysis
By: Juan Alcacer, Michelle Gittelman and Bhaven Sampat
Researchers studying innovation increasingly use indicators based on patent citations. However, it is well known that not all citations originate from applicants—patent examiners contribute to citations listed in issued patents—and that this could complicate... View Details
Alcacer, Juan, Michelle Gittelman, and Bhaven Sampat. "Applicant and Examiner Citations in U.S. Patents: An Overview and Analysis." Harvard Business School Working Paper, No. 09-016, August 2008.
- 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
- 20 Oct 2015
- Working Paper Summaries
Internalizing Global Value Chains: A Firm-Level Analysis
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
empathy, to act based on facts, and to be part of the global solution. About the Authors Dr. Jill Avery is an authority on brand management and customer relationship management and a senior lecturer in the... View Details
Keywords: by Jill Avery and Richard Edelman
- 27 Sep 2010
- Research & Ideas
Customer Experts Lose Influence When Teams are Pressured
high-status people who have gained a wide-ranging knowledge of the business based on long, varied experience across clients and even industries, as well as their formal training and education. Customer-specific experts know their client... View Details
Keywords: by Sarah Jane Gilbert
- 11 Nov 2013
- Research & Ideas
A Smarter Way to Reduce Customer Defections
marketing priority—and they've been given bigger budgets to fight the battle. But as Gupta points out, identifying potential defectors to target is not as easy as it sounds. For years, companies have used churn management strategies that generally follow two steps:... View Details
- 2023
- Working Paper
No Mask, No Service: Customer Reaction to Walmart’s 2020 National Mask Mandate
By: Innessa Colaiacovo
Multi-location firms face a complex series of economic tradeoffs when deciding whether to implement
standard processes or allow processes to vary across establishments. One element of this tradeoff is customer
response. This paper explores customer reaction to a... View Details
Keywords: Consumer Behavior; Geographic Location; Policy; Health Pandemics; Retail Industry; United States
Colaiacovo, Innessa. "No Mask, No Service: Customer Reaction to Walmart’s 2020 National Mask Mandate." Harvard Business School Working Paper, No. 24-004, July 2023. (Revise and Resubmit to Journal of Economics and Management Strategy.)
- 21 Jul 2003
- Research & Ideas
Don’t Get Buried in Customer Data—Use It
technology at all but with the way you are collecting and using your data, experts say. Although getting your CRM program in order is an essential component of achieving customer loyalty, there's much more that you need to do.... View Details
Keywords: by Jean Ayers
- 06 Mar 2020
- Working Paper Summaries