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      • Faculty Publications  (131)

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      • March 2006
      • Teaching Note

      The Continuing Transformation of Asahi Glass: Implementing EVA (TN)

      By: Mihir A. Desai and Kathleen Luchs
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      Desai, Mihir A., and Kathleen Luchs. "The Continuing Transformation of Asahi Glass: Implementing EVA (TN)." Harvard Business School Teaching Note 206-094, March 2006.
      • November 2005 (Revised July 2006)
      • Background Note

      Understanding Economic Value Added

      By: Mihir A. Desai, Fabrizio Ferri and Steve Treadwell
      Explores the concept of economic value added (EVA) and its practical applications as a management control system for performance measurement and incentive compensation. Explains how EVA is measured and explores some of the adjustments to financial statements that are... View Details
      Keywords: Value
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      Desai, Mihir A., Fabrizio Ferri, and Steve Treadwell. "Understanding Economic Value Added." Harvard Business School Background Note 206-016, November 2005. (Revised July 2006.)
      • November 2005
      • Article

      Importation as Innovation: Transposing managerial practices across fields

      By: Eva Boxenbaum and Julie Battilana
      Keywords: Innovation and Invention; Management; Practice
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      Boxenbaum, Eva, and Julie Battilana. "Importation as Innovation: Transposing managerial practices across fields." Strategic Organization 3, no. 4 (November 2005): 1–29.
      • April 2005
      • Supplement

      Continuing Transformation of Asahi Glass, The: Implementing EVA (CW)

      By: Mihir A. Desai and Yanjun Wang
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      Desai, Mihir A., and Yanjun Wang. "Continuing Transformation of Asahi Glass, The: Implementing EVA (CW)." Harvard Business School Spreadsheet Supplement 205-714, April 2005.
      • October 2004
      • Case

      Continuing Transformation of Asahi Glass, The: Implementing EVA

      By: Mihir A. Desai, Masako Egawa and Yanjun Wang
      This case explores the use of EVA--economic value added--methodology at Asahi Glass. EVA is among the changes initiated by the CEO aimed at transforming Asahi Glass from a traditional Japanese company to a global firm. Other changes included a corporate reorganization... View Details
      Keywords: Restructuring; Change Management; Global Strategy; Corporate Governance; Recruitment; Management Analysis, Tools, and Techniques; Performance Evaluation
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      Desai, Mihir A., Masako Egawa, and Yanjun Wang. "Continuing Transformation of Asahi Glass, The: Implementing EVA." Harvard Business School Case 205-030, October 2004.
      • March 2001 (Revised June 2017)
      • Teaching Note

      Vyaderm Pharmaceuticals: The EVA Decision

      By: Robert Simons and Indra A. Reinbergs
      Teaching Note for (9-101-019). View Details
      Keywords: Pharmaceutical Industry; Washington (state, US)
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      Simons, Robert, and Indra A. Reinbergs. "Vyaderm Pharmaceuticals: The EVA Decision." Harvard Business School Teaching Note 101-043, March 2001. (Revised June 2017.)
      • October 2000 (Revised June 2017)
      • Case

      Vyaderm Pharmaceuticals: The EVA Decision

      By: Robert Simons and Indra A. Reinbergs
      In 2016, the new CEO of Vyaderm Pharmaceuticals introduces an Economic Value Added (EVA) program to focus the company on long-term shareholder value. The EVA program consists of three elements: EVA centers (business units), EVA drivers (operational practices that... View Details
      Keywords: Compensation and Benefits; Employee Relationship Management; Economic Growth; Economic Systems; Management; Motivation and Incentives; Organizational Design; Organizational Structure; Performance Evaluation; Decision Choices and Conditions; Pharmaceutical Industry; Washington (state, US)
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      Simons, Robert, and Indra A. Reinbergs. "Vyaderm Pharmaceuticals: The EVA Decision." Harvard Business School Case 101-019, October 2000. (Revised June 2017.)
      • Research Summary

      Overview

      By: Eva Ascarza
      Professor Ascarza’s research primarily focuses on providing researchers and marketers a better understanding of how to manage customer retention so as to reduce churn and increase firm’s profitability. She addresses these issues by building empirical models of customer... View Details
      Keywords: Customer Retention; Churn; Field Experiments
      • Forthcoming
      • Article

      Personalization and Targeting: 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: Targeting; Experiments; Observational Studies; Policy Implementation; Policy Evaluation; Customization and Personalization; Marketing Strategy; Customer Focus and Relationships; Research
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      Lemmens, Aurelie, Jason M.T. Roos, Sebastian Gabel, Eva Ascarza, Hernan Bruno, Elea McDonnell Feit, Brett Gordon, Ayelet Israeli, Carl F. Mela, and Oded Netzer. "Personalization and Targeting: How to Experiment, Learn & Optimize." International Journal of Research in Marketing (forthcoming). (Pre-published online July 25, 2025.)
      • Forthcoming
      • Article

      Personalized Game Design for Improved User Retention and Monetization in Freemium Games

      By: Eva Ascarza, Oded Netzer and Julian Runge
      One of the most significant levers available to gaming companies in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in free-to-play (F2P)... View Details
      Keywords: Consumer Behavior; Business Model; Customer Focus and Relationships; Entertainment and Recreation Industry; Technology Industry
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      Ascarza, Eva, Oded Netzer, and Julian Runge. "Personalized Game Design for Improved User Retention and Monetization in Freemium Games." International Journal of Research in Marketing (forthcoming). (Pre-published online January 20, 2025.)
      • Forthcoming
      • Article

      The Customer Journey as a Source of Information

      By: Nicolas Padilla, Eva Ascarza and Oded Netzer
      We introduce a probabilistic machine learning model that fuses customer click-stream data and purchase data within and across journeys. This approach addresses the critical business need for leveraging first-party data (1PD), particularly in environments with... View Details
      Keywords: Consumer Behavior; AI and Machine Learning; Customer Focus and Relationships; Mathematical Methods
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      Padilla, Nicolas, Eva Ascarza, and Oded Netzer. "The Customer Journey as a Source of Information." Quantitative Marketing and Economics (forthcoming). (Pre-published online November 5, 2024.)
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