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  • September 2020 (Revised July 2022)
  • Exercise

Artea (B): Including Customer-Level Demographic Data

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: Targeting; Algorithmic Bias; Race; Gender; Marketing; Diversity; Customer Relationship Management; Demographics; Prejudice and Bias; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
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  • 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
  • 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
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  • Web

Negotiation, Organizations & Markets - Faculty & Research

Negotiation, Organizations & Markets Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students 2025 Working Paper The Invention of Corporate Governance By: Yueran Ma and Andrei Shleifer The analysis of corporate... View Details
  • 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
  • Fast Answer

Music & Activism: Market Research Resources

Where can I find information to help me with my course work? Where can I find market research reports on target demographic groups? Mintel Reports on consumer attitudes toward industries by... View Details
  • 06 Apr 2007
  • What Do You Think?

Will Market Forces Stop Global Warming?

constitute both a carrot (such as subsidies) and stick (taxes)? Just how should the free market be put to work on the challenge? Should limits be set and a market created for tradable "energy... View Details
Keywords: by Jim Heskett; Energy; Utilities
  • 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
  • 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
Keywords: Data Analytics; Data Privacy; Data Management; ＂Marketing Analytics＂; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Retail Industry; Technology Industry; United States
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  • Web

Marketing Awards & Honors - Faculty & Research

2020, 2022, and 2023. Eva Ascarza : Selected as an INFORMS Doctoral Consortium Fellow at the University of Miami in 2023. Eva Ascarza : Winner of the 2023 Weitz-Winer-O'Dell Award for “Retention Futility: Targeting High-Risk Customers... View Details
  • 24 Jul 2014
  • Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

marketing strategy that will attract and engage talent that is right for your firm. Segment your target audience.Get to know your target candidates. Who are they and what do... View Details
  • 10 Nov 2016
  • News

Master salesman Donald Trump won the election with disruptive marketing

  • 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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  • Web

Hands-on Learning About Global Markets | MBA

Hands-on Learning About Global Markets By Jennifer Gillespie on September 21, 2023 Share via Facebook Share via LinkedIn Print Share via email The challenge posed to students in HBS’s FIELD Global Capstone (FGC) course sounds a bit like a... View Details
  • 06 Aug 2008
  • Working Paper Summaries

Fixing Market Failures or Fixing Elections? Agricultural Credit in India

Keywords: by Shawn A. Cole; Banking

    Front Page News: The Effect of News Positioning on Financial markets

    This paper estimates the effect of presentation of information on financial markets, using quasi-random variation in prominent "front page" positioning of news on the Bloomberg... View Details

    • 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
    • Web

    Online Digital Marketing Strategy Course | HBS Online

    objectives, metrics, target audiences, and value proposition to position your product or service for success Discover how to acquire and retain customers through paid, owned, and earned media Gain frameworks and tools you can apply to... View Details
    • Web

    Investment Management and Capital Markets - Course Catalog

    HBS Course Catalog Investment Management and Capital Markets Course Number 1446 Professor Luis Viceira Assistant Professor Emil Siriwardane Fall; Q1Q2; 3.0 credits 28 sessions Exam IMCM is suitable for all students interested in gaining a... View Details
    • 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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