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- 2022
- Working Paper
When Less Is More: Using Short-term Signals to Overcome Systematic Bias in Long-run Targeting
By: Ta-Wei Huang and Eva Ascarza
Firms are increasingly interested in developing targeted interventions for customers with the best response. Doing so requires firms to identify differences in customer sensitivity, which they often obtain using uplift modeling (i.e., heterogeneous treatment effect...
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Keywords:
Long-run Targeting;
Heterogeneous Treatment Effect;
Statistical Surrogacy;
Customer Churn;
Field Experiments;
Consumer Behavior;
Customer Focus and Relationships;
AI and Machine Learning;
Marketing
Huang, Ta-Wei, and Eva Ascarza. "When Less Is More: Using Short-term Signals to Overcome Systematic Bias in Long-run Targeting." Harvard Business School Working Paper, No. 23-023, October 2022.
- October 2022
- Article
A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts
By: Navid Mojir and K. Sudhir
The paper develops the first structural model of organizational buying to study innovation diffusion in a B2B market. Our model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts,...
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Keywords:
Organizational Buying Behavior;
Healthcare Marketing;
B2B Markets;
B2B Innovation;
New Product Diffusion;
New Product Adoption;
Organizations;
Acquisition;
Behavior;
Health Care and Treatment;
Marketing;
Innovation and Invention
Mojir, Navid, and K. Sudhir. "A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts." Journal of Marketing Research (JMR) 59, no. 5 (October 2022): 883–907.
- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their...
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Keywords:
Advertisers;
Advertising Media;
Media And Broadcasting Industry;
Retail;
Retail Analytics;
Retail Promotion;
Retailing;
Ecommerce;
E-Commerce Strategy;
E-commerce;
Marketing Communication;
Targeting;
Targeted Advertising;
Targeted Marketing;
Advertising;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Media;
Marketing Channels;
Retail Industry;
Consumer Products Industry;
Advertising Industry;
United States
Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
- 2022
- Book
Purpose + Profit: How Business Can Lift Up the World
By: George Serafeim
The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.
We not only... View Details
We not only... View Details
Keywords:
ESG (Environmental, Social, Governance) Performance;
Profitability;
Business And Society;
Organizations;
Mission and Purpose;
Goals and Objectives;
Social Issues;
Environmental Sustainability;
Value Creation;
Organizational Change and Adaptation
Serafeim, George. Purpose + Profit: How Business Can Lift Up the World. New York: HarperCollins Leadership, 2022.
- August 2022
- Article
The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices
By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John
Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits...
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Keywords:
Choice;
Purchase Intent;
Privacy;
Privacy Notices;
Warnings;
Assurances;
Information Disclosure;
Trust;
Consumer Behavior;
Spending;
Decisions;
Information;
Communication
Brough, Aaron R., David A. Norton, Shannon L. Sciarappa, and Leslie K. John. "The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices." Journal of Marketing Research (JMR) 59, no. 4 (August 2022): 739–754.
- June 29, 2022
- Other Article
Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation
By: Michael Luca, Ginger Zhe Jin and Daniel Martin
Credit card companies must decide what product features to disclose to consumers, such as payment schedules, penalties, and fees--and also whether to present them clearly or bury them in the fine print. Firms face similar choices in settings ranging from privacy...
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Keywords:
Obfuscation;
Credit Cards;
Strategic Incentives;
Complexity;
Agreements and Arrangements;
Customers;
Consumer Behavior;
Financial Services Industry
Luca, Michael, Ginger Zhe Jin, and Daniel Martin. "Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation." Management Science Review (June 29, 2022). (Summary of "Complex Disclosure," Management Science, May 2022.)
- April 2022 (Revised May 2022)
- Case
Mastercard Labs (A)
When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, he shifted the company’s competitive focus from card networks to cash itself. Mastercard’s new vision of a “World Beyond Cash” distilled into a three-pronged framework: Grow the core business, Diversify...
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Keywords:
Organizational Behavior;
Culture;
Organizational Culture;
Culture Change;
Organizational Adaptation;
Organizational Effectiveness;
Alignment;
Leadership;
Leadership Development;
Innovation;
Innovation Ecosystems;
Ecosystem;
Diversity;
Collaboration;
Co-creation;
Learning Organizations;
Empowerment;
Globalization;
Agility;
Prototype;
Experiment;
Partnerships;
Operating Model;
Risk Management;
Metrics;
Payments;
Financial Inclusion;
Financial Industry;
Ambidexterity;
Corporate Innovation;
Innovation Lab;
Digital Transformation;
Digital Strategy;
Credit Cards;
Innovation Leadership
Hill, Linda A., Sunil Gupta, Emily Tedards, and Julia Kelley. "Mastercard Labs (A)." Harvard Business School Case 422-080, April 2022. (Revised May 2022.)
- April 2022 (Revised May 2022)
- Case
Mastercard Labs (A) (Abridged)
When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, he shifted the company’s competitive focus from card networks to cash itself. Mastercard’s new vision of a “World Beyond Cash” distilled into a three-pronged framework: Grow the core business, Diversify...
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Keywords:
Organizational Behavior;
Culture;
Organizational Culture;
Culture Change;
Organizational Adaptation;
Organizational Effectiveness;
Alignment;
Leadership;
Leadership Development;
Innovation;
Innovation Ecosystems;
Diversity;
Collaboration;
Co-creation;
Learning Organizations;
Empowerment;
Ecosystem;
Agility;
Prototype;
Experiment;
Partnerships;
Operating Model;
Risk Management;
Metrics;
Payments;
Financial Inclusion;
Financial Industry;
Ambidexterity;
Corporate Innovation;
Innovation Lab;
Accelerator;
Start-up;
Intrapreneurship;
Competitive Strategy;
Business Model;
Technological Innovation;
Growth and Development Strategy;
Digital Transformation
Hill, Linda A., Sunil Gupta, Emily Tedards, and Julia Kelley. "Mastercard Labs (A) (Abridged)." Harvard Business School Case 422-082, April 2022. (Revised May 2022.)
- March 2022
- Article
Learning to Rank an Assortment of Products
By: Kris Ferreira, Sunanda Parthasarathy and Shreyas Sekar
We consider the product ranking challenge that online retailers face when their customers typically behave as “window shoppers”: they form an impression of the assortment after browsing products ranked in the initial positions and then decide whether to continue...
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Keywords:
Online Learning;
Product Ranking;
Assortment Optimization;
Learning;
Internet and the Web;
Product Marketing;
Consumer Behavior;
E-commerce
Ferreira, Kris, Sunanda Parthasarathy, and Shreyas Sekar. "Learning to Rank an Assortment of Products." Management Science 68, no. 3 (March 2022): 1828–1848.
- February 2022
- Case
Cleveland Clinic Abu Dhabi
By: Linda A. Hill and Emily Tedards
In 2006, the Cleveland Clinic and Mubadala Investment Company partnered with a bold ambition to deliver world class healthcare in the United Arab Emirates. In 2015, after nearly a decade of planning and construction, Cleveland Clinic Abu Dhabi opened its doors. By...
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Keywords:
Organizational Behavior;
Culture;
Alignment;
Organizational Effectiveness;
Purpose;
Impact;
Leadership Development;
Diversity;
Collaboration;
Co-creation;
Learning Organizations;
Empowerment;
Teams;
Team Dynamics;
Teamwork;
Team Effectiveness;
Trust;
Talent;
Talent Development And Retention;
Psychological Safety;
Organizational Evolution;
Coaching;
Board;
Analytics;
Innovation;
Data;
Data Visualization;
Digital Technology;
Digital;
Customer Experience;
Experimentation;
Change Management;
Data-driven Decision-making;
Debates;
Ecosystem;
Partnership;
Telemedicine;
Sustainability;
Global Organizations;
Local;
Hospital;
Healthcare;
United Arab Emirates;
Health Care and Treatment;
Partners and Partnerships;
Globalization;
Quality;
Organizational Culture;
Mission and Purpose;
Innovation and Management;
Information Technology;
Joint Ventures;
Leadership;
Performance Effectiveness;
Abu Dhabi;
United Arab Emirates
Hill, Linda A., and Emily Tedards. "Cleveland Clinic Abu Dhabi." Harvard Business School Case 422-058, February 2022.
- February 2022
- Case
Cleveland Clinic Abu Dhabi (Abridged)
By: Linda A. Hill and Emily Tedards
In 2006, the Cleveland Clinic and Mubadala Investment Company partnered with a bold ambition to deliver world class healthcare in the United Arab Emirates. In 2015, after nearly a decade of planning and construction, Cleveland Clinic Abu Dhabi opened its doors. By...
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Keywords:
Organization Behavior;
Culture;
Alignment;
Organizational Effectiveness;
Purpose;
Impact;
Leadership Development;
Diversity;
Collaboration;
Co-creation;
Learning Organizations;
Empowerment;
Teams;
Team Dynamics;
Teamwork;
Team Effectiveness;
Trust;
Talent;
Talent Development And Retention;
Psychological Safety;
Organizational Evolution;
Coaching;
Board;
Analytics;
Innovation;
Data;
Data Visualization;
Digital Technology;
Digital;
Customer Experience;
Experimentation;
Change Management;
Data-driven Decision-making;
Debates;
Ecosystem;
Partnership;
Telemedicine;
Sustainability;
Global Organizations;
Local;
Hospital;
Healthcare;
United Arab Emirates;
Health Care and Treatment;
Partners and Partnerships;
Globalization;
Quality;
Organizational Culture;
Mission and Purpose;
Innovation and Management;
Information Technology;
Joint Ventures;
Leadership;
Performance Effectiveness;
Abu Dhabi;
United Arab Emirates
Hill, Linda A., and Emily Tedards. "Cleveland Clinic Abu Dhabi (Abridged)." Harvard Business School Case 422-056, February 2022.
- February 2022
- Teaching Note
AptDeco: Circular Economy Furniture Marketplace
By: Ayelet Israeli
Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120...
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Keywords:
E-Commerce Strategy;
Mobile;
Word-of-Mouth;
Word Of Mouth;
Word-of-mouth Marketing;
Internet Marketing;
Growth Strategy;
Platform;
Platforms;
Two Sided Markets;
Two-sided Market;
Two-sided Marketplace;
Two-Sided Markets;
Two-sided Network;
Black Entrepreneurs;
Black Leadership;
African Americans;
African-American Protagonist;
Circular;
Peer-to-peer Markets;
Furniture Industry;
Growth Hacking;
Monetization Strategy;
Growth Management;
Marketing Strategy;
Entrepreneurship;
Digital Platforms;
Marketing Channels;
Digital Marketing;
Consumer Behavior;
Acquisition;
Retention;
Growth and Development Strategy;
Customer Focus and Relationships;
Expansion;
Brands and Branding;
E-commerce;
Retail Industry;
Consumer Products Industry;
Technology Industry;
Web Services Industry;
United States;
North America;
New York (city, NY);
New York (state, US)
- November 2021
- Case
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making...
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Keywords:
Marketing And Society;
Brands;
Fashion;
Inclusion;
Consumer;
Corporate Social Responsibility;
Retail;
Apparel;
Disability;
Accessibility;
Marketing;
Brands and Branding;
Marketing Communications;
Product Marketing;
Social Marketing;
Product Launch;
Product Positioning;
Marketing Strategy;
Social Enterprise;
Society;
Corporate Social Responsibility and Impact;
Social Issues;
Consumer Behavior;
Fashion Industry;
Consumer Products Industry;
Apparel and Accessories Industry;
Retail Industry;
United States;
North America
Keenan, Elizabeth A., Sandra J. Sucher, and Shalene Gupta. "Tommy Hilfiger Adaptive: Fashion for All." Harvard Business School Case 522-053, November 2021.
- Article
Fighting Bias on the Front Lines
By: Alexandra C. Feldberg and Tami Kim
Most companies aim for exceptional customer service, but too few are attentive to the subtle discrimination by frontline employees that can alienate customers, lead to lawsuits, or even cause lasting brand damage by going viral.
This article presents research... View Details
This article presents research... View Details
Keywords:
Customer Service;
Customer Focus and Relationships;
Service Delivery;
Diversity;
Prejudice and Bias;
Organizational Change and Adaptation
Feldberg, Alexandra C., and Tami Kim. "Fighting Bias on the Front Lines." Harvard Business Review 99, no. 6 (November–December 2021): 90–98.
- Article
Financial Shame Spirals: How Shame Intensifies Financial Hardship
By: Joe J. Gladstone, Jon M. Jachimowicz, Adam Eric Greenberg and Adam D. Galinsky
Financial hardship is an established source of shame. This research explores whether shame is also a driver and exacerbator of financial hardship. Six experimental, archival, and correlational studies (N = 9,110)—including data from customer bank account histories and...
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Keywords:
Financial Hardship;
Financial Decision-making;
Shame;
Guilt;
Personal Finance;
Financial Condition;
Decision Making;
Emotions
Gladstone, Joe J., Jon M. Jachimowicz, Adam Eric Greenberg, and Adam D. Galinsky. "Financial Shame Spirals: How Shame Intensifies Financial Hardship." Organizational Behavior and Human Decision Processes 167 (November 2021): 42–56.
- October 2021
- Article
Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach
By: Nicolas Padilla and Eva Ascarza
The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can...
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Keywords:
Customer Management;
Targeting;
Deep Exponential Families;
Probabilistic Machine Learning;
Cold Start Problem;
Customer Relationship Management;
Programs;
Consumer Behavior;
Analysis
Padilla, Nicolas, and Eva Ascarza. "Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach." Journal of Marketing Research (JMR) 58, no. 5 (October 2021): 981–1006.
- September 2021 (Revised December 2021)
- Case
Telepass: From Tolling to Mobility Platform
By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment...
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Keywords:
Mobile Payment;
App;
Mobility Services;
Analysis;
Change;
Change Management;
Transformation;
Transition;
Innovation and Invention;
Strategy;
Information Technology;
Mobile and Wireless Technology;
Transportation;
Transportation Networks;
Value;
Value Creation;
Consumer Behavior;
Technology Industry;
Transportation Industry;
Insurance Industry;
Europe;
Italy;
Milan
Farronato, Chiara, Stefano Denicolai, and Sarah Mehta. "Telepass: From Tolling to Mobility Platform." Harvard Business School Case 622-011, September 2021. (Revised December 2021.)
- Article
Unconscious Bias Training That Works
By: Francesca Gino and Katherine Coffman
To become more diverse, equitable, and inclusive, many companies have turned to unconscious bias (UB) training. By raising awareness of the mental shortcuts that lead to snap judgments—often based on race and gender—about people’s talents or character, it strives to...
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Keywords:
Implicit Bias;
Social Integration;
Empathy;
Prejudice and Bias;
Employees;
Training;
Attitudes;
Behavior;
Organizational Change and Adaptation
Gino, Francesca, and Katherine Coffman. "Unconscious Bias Training That Works." Harvard Business Review 99, no. 5 (September–October 2021): 114–123.
- 2021
- Book
The Power of Trust: How Companies Build It, Lose It, Regain It
By: Sandra J. Sucher and Shalene Gupta
Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant, with a devastating impact on a company’s market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees,...
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Keywords:
Power;
Corporate Culture;
Future Of Work;
Innovation;
Technology Strategy;
Automation;
Stakeholder Engagement;
Employee Attitude;
Customer Behavior;
Shareholder Value;
Government And Business;
Impact Investing;
Corporate Change And Sustainability;
Trust;
Power and Influence;
Globalization;
Leadership;
Organizational Culture;
Innovation and Invention;
Human Resources;
Information Technology;
Strategy;
Corporate Accountability;
Asia;
Europe;
South America;
Middle East;
North and Central America
Sucher, Sandra J., and Shalene Gupta. The Power of Trust: How Companies Build It, Lose It, Regain It. New York: PublicAffairs, 2021.
- July 2021
- Article
Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market
By: Hui Li and Feng Zhu
Platform competition is shaped by the likelihood of multi-homing (i.e., complementors or consumers adopt more than one platform). To take advantage of multi-homing, platform firms often attempt to motivate their rivals’ high-performing complementors to adopt their own...
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Keywords:
Platform Competition;
Multi-homing;
Information Transparency;
Daily Deals;
Groupon;
LivingSocial;
Digital Platforms;
Information;
Competition
Li, Hui, and Feng Zhu. "Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market." Management Science 67, no. 7 (July 2021): 4384–4407.