Publications

2013
Tool

Harvard Business Review's Go to Market Tools: Customer Lifetime Value

By: Thomas Steenburgh and Jill Avery

How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize... View Details

Keywords: Quantitative Analysis; Tools; Customer Lifetime Value; Customer Defection; CRM; Customer Relationship Management; Marketing; Marketing Strategy; Customer Focus and Relationships

January 2021 (Revised May 2021)
Case

Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli

This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details

17 Oct 2019
Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

your order.” Gender-tailored marketing messages from these brands and others—including Mangria and Pink Power tools—are common, yet new research shows they can turn off consumers, particularly women. In fact, they often backfire to the... View Details

Keywords: by Dina Gerdeman; Consumer Products

05 Nov 2009
Research & Ideas

A Market for Human Cadavers in All but Name?

(Editor's Note: In a recent issue, Economic Sociology: The European Electronic Newsletter tackled the controversial issue of "commodification of the body." Harvard Business School professor Michel Anteby contributed the following essay that discusses issues... View Details

Keywords: by Michel Anteby; Health

05 Dec 2017
Research & Ideas

What We've Learned from 101 Entrepreneurs in Emerging Markets

first interviewees in Argentina and Chile were from business cultures which were discrete and did not welcome publicity. Our initial target was to transform research on business in emerging markets by... View Details

Keywords: by Sean Silverthorne

2008
Working Paper

Fixing Market Failures or Fixing Elections? Agricultural Credit in India

By: Shawn A. Cole

This paper integrates theories of political budget cycles with theories of tactical electoral redistribution to test for political capture in a novel way. Studying banks in India, I find that government-owned bank lending tracks the electoral cycle, with agricultural... View Details

Keywords: Agribusiness; Banks and Banking; Financing and Loans; Political Elections; State Ownership; Banking Industry; India

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2024
Working Paper

Advancing Personalization: How to Experiment, Learn & Optimize

By: Aurelie Lemmens, Jason M.T. Roos, Sebastian Gabel, Eva Ascarza, Hernan Bruno, Elea McDonnell Feit, Brett Gordon, Ayelet Israeli, Carl F. Mela and Oded Netzer

Personalization has become the heartbeat of modern marketing. Advances in causal inference and machine learning enable companies to understand how the same marketing action can impact the choices of individual customers differently. This article provides an academic... View Details

Keywords: Personalization; Targeting; Experiments; Observational Studies; Policy Implementation; Policy Evaluation; Customization and Personalization; Marketing Strategy; AI and Machine Learning

SSRN

July 2009 (Revised December 2009)
Case

Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good

By: Rosabeth M. Kanter and Matthew Bird

James Musyoki, Lemmy Mutahi, and Ken Kariuki, all from East African Breweries Limited (EABL), a subsidiary of London-based Diageo, heard the disheartening news in the first week of December 2008. For the second time in six months, the Kenyan Finance Ministry had raised... View Details

Keywords: Change Management; Innovation and Management; Emerging Markets; Taxation; Price; Food and Beverage Industry; Kenya; United Kingdom

06 Aug 2008
Working Paper Summaries

Fixing Market Failures or Fixing Elections? Agricultural Credit in India

Keywords: by Shawn A. Cole; Banking

09 Mar 2003
Research & Ideas

Six Keys to Building New Markets by Unleashing Disruptive Innovation

attacks. 2. Disruptive businesses either create new markets or take the low end of an established market. There are two distinct types of disruptive innovations. The first type creates a new market by View Details

Keywords: by Clayton M. Christensen, Michael E. Raynor & Scott D. Anthony

September 2023
Article

(Not) Paying for Diversity: Repugnant Market Concerns Associated with Transactional Approaches to Diversity Recruitment

By: Summer R. Jackson

In a 20-month ethnographic study, I examine how a technology firm, ShopCo (a pseudonym), considered 13 different recruitment platforms to attract racial minority engineering candidates. I find that when choosing whether to adopt recruitment platforms focused on racial... View Details

Keywords: Technology Adoption; Recruitment; Race; Organizational Change and Adaptation

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September 2020 (Revised June 2023)
Supplement

Spreadsheet Supplement to Artea Teaching Note

By: Eva Ascarza and Ayelet Israeli

Spreadsheet Supplement to Artea Teaching Note 521-041. 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... View Details

Keywords: Targeted Advertising; Algorithmic Data; Bias; Advertising; Race; Gender; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States

18 Sep 2017
Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

target market and they don’t care if they alienate others.” “The challenge is to find the nugget of insight from this huge amount of data” Not every brand can get away with political messaging, however. John... View Details

Keywords: by Dina Gerdeman; Advertising; Technology

04 Dec 2014
Working Paper Summaries

The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections

Keywords: by Doug J. Chung & Lingling Zhang

November 2014
Article

The Impact of Corporate Sustainability on Organizational Processes and Performance

By: Robert G. Eccles, Ioannis Ioannou and George Serafeim

We investigate the effect of corporate sustainability on organizational processes and performance. Using a matched sample of 180 U.S. companies, we find that corporations that voluntarily adopted sustainability policies by 1993—termed as High Sustainability... View Details

Keywords: Sustainability; Sustainability Management; Sustainability Research; Sustainability Reporting; Sustainability Targets; Corporate Social Responsibility; Corporate Accountability; Reporting; Corporate Governance; Investor Clientele; Investor Communication; Stock Market; Corporate Social Responsibility and Impact; Environmental Sustainability; Performance; United States

June 2010 (Revised July 2011)
Case

Classic Knitwear and Guardian: A Perfect Fit?

By: John A. Quelch and Patricia Girardi

Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details

Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Manufacturing Industry; Apparel and Accessories Industry