Publications

SSRN

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July 2021 (Revised October 2021)
Case

Allianz Customer Centricity: Is Simplicity the Way Forward?

By: Eva Ascarza and Emilie Billaud

This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while... View Details

Keywords: Simplicity; Customer Focus and Relationships; Customization and Personalization; Customer Satisfaction; Performance Efficiency; Strategy; Insurance Industry; Europe; Germany

25 Jan 2023
News

The Rituals of Case Method Teaching

September 2020 (Revised July 2022)
Technical Note

Algorithmic Bias in Marketing

By: Ayelet Israeli and Eva Ascarza

This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details

2025
Working Paper

Enhancing Treatment Effect Prediction on Privacy-Protected Data: An Honest Post-Processing Approach

By: Ta-Wei Huang and Eva Ascarza

As firms increasingly rely on customer data for personalization, concerns over privacy and regulatory compliance have grown. Local Differential Privacy (LDP) offers strong individual-level protection by injecting noise into data before collection. While... View Details

Keywords: Targeted Intervention; Conditional Average Treatment Effect Estimation; Differential Privacy; Honest Estimation; Post-processing; Analytics and Data Science; Consumer Behavior; Marketing

SSRN

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May 2016 (Revised August 2022)
Case

RegionFly: Cutting Costs in the Airline Industry

By: Susanna Gallani and Eva Labro

RegionFly is a small, private airline specializing in ultra-premium services. Founded shortly after the "Golden Age of airline travel," RegionFly's financial performance had been strong for several decades. More recently, however, the results have taken a downward... View Details

Keywords: Recession; Downsizing; Profitability; Cost Management; Profit; Luxury; Competitive Strategy; Mergers and Acquisitions; Business Divisions; Logistics; Decision Making; Strategic Planning; Air Transportation Industry

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

Web

Courses by Faculty Unit - Course Catalog

Exploring Japan's Innovation Ecosystem (also listed under Strategy) Ramon Casadesus-Masanell Tomomichi Amano January 2026 J 3.0 Innovation and Renovation: Optimizing Product Line Architecture Tomomichi Amano Spring 2026 Q4 1.5 Managing Customers for Growth View Details

September 2019 (Revised June 2020)
Case

Othellonia: Growing a Mobile Game

By: Eva Ascarza, Tomomichi Amano and Sunil Gupta

In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization. View Details

Keywords: Targeting; Retention/churn; Freemium; Monetization; Customer Relationship Management; Games, Gaming, and Gambling; Mobile and Wireless Technology; Growth and Development Strategy; Marketing; Customers; Marketing Strategy; Retention; Acquisition; Entertainment and Recreation Industry; Japan

Web

Organizational Behavior Awards & Honors - Faculty & Research

ten percent of downloads in the year since published. 2019 Julie Battilana : Winner of the 2019 Academy of Management Annals Decade Award with Bernard Leca, and Eva Boxenbaum for the 2009 paper with the most citations, "How Actors Change... View Details

2021
White Paper

Hidden Workers: Untapped Talent

By: Joseph B. Fuller, Manjari Raman, Eva Sage-Gavin and Kristen Hines

Companies are increasingly desperate for workers. As they continue to struggle to find people with the skills they need, their competitiveness and growth prospects are put at risk.

At the same time, an enormous and growing group of people are unemployed or... View Details

Keywords: Hiring; Talent; Skills Gap; Selection and Staffing; Diversity; Talent and Talent Management; Competency and Skills

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Web

2024 Reunion Presentations - Alumni

firm performance. Participants will leave this session with a deeper understanding of the vast array of ways in which managers, executives, and investors can invest in human capital more efficiently. The Dark Side of AI: Algorithmic Bias and Discrimination Professor... View Details

01 Mar 2025
News

On The Case: The Base Factor

In her research as a marketing modeler, Professor Eva Ascarza focuses on understanding customers—and predicting, in particular, who will be a good one and how best to retain them. Without customers, obviously, there is no business. That... View Details

Keywords: Jen McFarland Flint

25 Jun 2020
News

Covering All Corners

Riad Armanious (MBA 2008) regards the pandemic as the greatest professional challenge he has faced as managing director of family-owned Eva Group and CEO of Eva Pharma, a multinational pharmaceutical company... View Details

February 2024
Course Overview Note

Managing Customers for Growth

Keywords: Customer Management

July 2023 (Revised February 2024)
Supplement

Managing Customer Retention at Teleko

This exercise aims to teach students about 1)Targeting Policies; and 2)Algorithmic decision making, 3) Retention management. View Details

Keywords: Customer Relationship Management; Telecommunications Industry; Technology Industry; United States

March 2022 (Revised March 2022)
Module Note

Managing Customers in the Digital Era

The last two decades have witnessed incredible technological advances that have transformed the ways customers connect with each other and enabled firms to track customers in multiple ways through various channels to personalize (and automize) their offerings at... View Details

Keywords: Customer Relationship Management; Customer Focus and Relationships; Technological Innovation

August 2021 (Revised February 2022)
Supplement

Melissa Wood Health: How to Win in the Creator Economy

June 23, 2021
Article

Research: When A/B Testing Doesn't Tell You the Whole Story

When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details

Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research