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    • All HBS Web  (3,166)
      • Faculty Publications  (84)

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      Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs
      March 15, 2016
      forthcoming Boston: Harvard Business Review Press The Three Box Solution: A Strategy for Leading Innovation By: Govindarajan, Vijay Abstract—How to...
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      • April 2021
      • Article

      Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry

      By: K. Francis Park, Robert Seamans and Feng Zhu
      We examine how heterogeneity in customers’ tendencies to single-home or multi-home affects a platform’s competitive responses to new entrants in the market. We first develop a formal model to generate predictions about how a platform will respond. We then empirically...  View Details
      Keywords: Single-homing; Multi-homing; Platform Responses; Newpaper; Television; Market Platforms; Market Entry And Exit; Newspapers; Television Entertainment; History; Journalism And News Industry; Media And Broadcasting Industry
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      Park, K. Francis, Robert Seamans, and Feng Zhu. "Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry." Strategic Management Journal 42, no. 4 (April 2021): 684–709.
      • September 2020 (Revised December 2020)
      • 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
      Keywords: Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; "marketing Analytics"; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analytics; Data Analysis; E-commerce; E-commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/b Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; Retail Industry; Apparel And Accessories Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Artea: Designing Targeting Strategies." Harvard Business School Exercise 521-021, September 2020. (Revised December 2020.)
      • September 2020
      • 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: 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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      Ascarza, Eva, and Ayelet Israeli. "Artea (B): Including Customer-level Demographic Data." Harvard Business School Exercise 521-022, September 2020.
      • September 2020
      • Exercise

      Artea (C): Potential Discrimination through Algorithmic Targeting

      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: Race; Gender; Marketing; Diversity; customer Relationship Management; Prejudice And Bias; Retail Industry; Apparel And Accessories Industry; Technology Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Artea (C): Potential Discrimination through Algorithmic Targeting." Harvard Business School Exercise 521-037, September 2020.
      • September 2020
      • Exercise

      Artea (D): Discrimination through Algorithmic Bias in Targeting

      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: Race; Gender; Marketing; Diversity; customer Relationship Management; Prejudice And Bias; Retail Industry; Apparel And Accessories Industry; Technology Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Artea (D): Discrimination through Algorithmic Bias in Targeting." Harvard Business School Exercise 521-043, September 2020.
      • September 2020 (Revised December 2020)
      • Teaching Note

      Artea (A), (B), (C), and (D): Designing Targeting Strategies

      By: Eva Ascarza and Ayelet Israeli
      Teaching Note for HBS No. 521-021,521-022,521-037,521-043. 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; Targeting; Race; Gender; Diversity; Marketing; customer Relationship Management; Prejudice And Bias; Retail Industry; Apparel And Accessories Industry; Technology Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Artea (A), (B), (C), and (D): Designing Targeting Strategies." Harvard Business School Teaching Note 521-041, September 2020. (Revised December 2020.)
      • September 2020 (Revised December 2020)
      • 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: Race; Gender; Diversity; Marketing; customer Relationship Management; Prejudice And Bias; Retail Industry; Apparel And Accessories Industry; Technology Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Spreadsheet Supplement to Artea Teaching Note." Harvard Business School Spreadsheet Supplement 521-705, September 2020. (Revised December 2020.)
      • September 2020
      • Article

      Customer Supercharging in Experience-Centric Channels

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and...  View Details
      Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Online Technology; Marketing Channels; Consumer Behavior; Retail Industry
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      Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).
      • Article

      Forgoing Earned Incentives to Signal Pure Motives

      By: Erika L. Kirgios, Edward H. Chang, Emma E. Levine, Katherine L. Milkman and Judd B. Kessler
      Policy makers, employers, and insurers often provide financial incentives to encourage citizens, employees, and customers to take actions that are good for them or for society (e.g., energy conservation, healthy living, safe driving). Although financial incentives are...  View Details
      Keywords: Incentives; Motivation Laundering; Self-signaling; Motivation And Incentives; Behavior; Perception
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      Kirgios, Erika L., Edward H. Chang, Emma E. Levine, Katherine L. Milkman, and Judd B. Kessler. "Forgoing Earned Incentives to Signal Pure Motives." Proceedings of the National Academy of Sciences 117, no. 29 (July 21, 2020): 16891–16897.
      • May–June 2020
      • Article

      The New-Market Conundrum

      By: Rory McDonald and Kathleen M. Eisenhardt
      Brand-new markets are like the wormholes of science fiction, where the usual rules of time and space do not apply. When a market has just been born, the forces of competition there are constantly in flux, it’s unclear who your customers really are, and conventional...  View Details
      Keywords: New Markets; Business Model; Strategy; Framework; Innovation And Invention; Value Creation
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      McDonald, Rory, and Kathleen M. Eisenhardt. "The New-Market Conundrum." Harvard Business Review 98, no. 3 (May–June 2020): 75–83.
      • March 24, 2020
      • Article

      A Time to Lead with Purpose and Humanity

      By: Hubert Joly
      In these unprecedented times, corporate leaders are being put to the test. Many just last summer had signed the Business Roundtable Statement of Purpose that committed their companies to serving all stakeholders. The pandemic is the first test of these principles. The...  View Details
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      Joly, Hubert. "A Time to Lead with Purpose and Humanity." Harvard Business Review Digital Articles (March 24, 2020).
      • 2020
      • Book

      The Power of Experiments: Decision-Making in a Data-Driven World

      By: Michael Luca and Max H. Bazerman
      Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments—also known as randomized controlled trials—designed to test the impact of changes to an...  View Details
      Keywords: Experiments; Randomized Controlled Trials; Organizations; Decision Making; Data And Data Sets; Management Analysis, Tools, And Techniques
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      Luca, Michael, and Max H. Bazerman. The Power of Experiments: Decision-Making in a Data-Driven World. Cambridge, MA: MIT Press, 2020.
      • March–April 2020
      • Article

      Avoid the Pitfalls of A/B Testing

      By: Iavor I. Bojinov, Guillaume Sait-Jacques and Martin Tingley
      Online experiments measuring whether “A,” usually the current approach, is inferior to “B,” a proposed improvement, have become integral to the product-development cycle, especially at digital enterprises. But often firms make serious mistakes in conducting these...  View Details
      Keywords: A/b Testing; Experiment Design; Social Networks; Product Development; Performance Improvement; Measurement And Metrics
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      Bojinov, Iavor I., Guillaume Sait-Jacques, and Martin Tingley. "Avoid the Pitfalls of A/B Testing." Harvard Business Review 98, no. 2 (March–April 2020): 48–53.
      • 2020
      • Book

      Experimentation Works: The Surprising Power of Business Experiments

      By: Stefan Thomke
      Don’t fly blind. See how the power of experiments works for you. When it comes to improving customer experiences, trying out new business models, or developing new products, even the most experienced managers often get it wrong. They discover that intuition,...  View Details
      Keywords: Experimentation; Experiments; Market Research; Innovation And Invention; Innovation And Management; customers; Research
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      Thomke, Stefan. Experimentation Works: The Surprising Power of Business Experiments. Boston, MA: Harvard Business Review Press, 2020.
      • February 2020
      • Article

      Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs

      By: Rachel Gershon, Cynthia Cryder and Leslie K. John
      While selfish incentives typically outperform prosocial incentives, in the context of customer referral rewards, prosocial incentives can be more effective. Companies frequently offer “selfish” (i.e., sender-benefiting) referral incentives, offering customers financial...  View Details
      Keywords: Incentives; Prosocial Behavior; Judgment And Decision-making; Referral Rewards; Motivation And Incentives; Consumer Behavior; Decision Making
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      Gershon, Rachel, Cynthia Cryder, and Leslie K. John. "Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs." Journal of Marketing Research (JMR) 57, no. 1 (February 2020): 156–172.
      • 2019
      • Article

      Overcoming Cultural Resistance to Open Source Innovation

      By: John Winsor, Jin Hyun Paik, Michael Tushman and Karim R. Lakhani
      Purpose: This article offers insight on how to effectively help incumbent organizations prepare for global business shifts to open source and digital business models.
      Design/methodology/approach: Discussion related to observation, experience and case studies...  View Details
      Keywords: Open Source Innovation; Organizational Culture; Organizational Change And Adaptation; Business Model; Technological Innovation; Collaborative Innovation And Invention
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      Winsor, John, Jin Hyun Paik, Michael Tushman, and Karim R. Lakhani. "Overcoming Cultural Resistance to Open Source Innovation." Strategy & Leadership 47, no. 6 (2019): 28–33.
      • August 2019
      • Case

      Twiggle: E-commerce with Semantic Search

      By: Shane Greenstein and Danielle Golan
      Four years after being founded, in 2014, by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into an online merchant’s existing framework. The company utilized advanced structuring and...  View Details
      Keywords: E-commerce; Search Technology; Customer Acquisition; Online Technology; Technological Innovation; Commercialization; Growth And Development Strategy; Technology Industry; Israel
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      Greenstein, Shane, and Danielle Golan. "Twiggle: E-commerce with Semantic Search." Harvard Business School Case 620-025, August 2019.
      • July 2019
      • Case

      Autonomous Vehicles: Smooth or Bumpy Ride Ahead?

      By: Elie Ofek and Akhil Waghmare
      In early 2019, transportation was set to undergo a major transformation with the advent of autonomous vehicles (AVs), also referred to as driverless cars, which were nearing completion from an R&D and testing phase. Yet many questions remained open regarding exactly...  View Details
      Keywords: Transportation; Technological Innovation; Disruptive Innovation; Transformation; Technology Adoption; Business Model; Governing Rules, Regulations, And Reforms; Transportation Industry; Auto Industry
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      Ofek, Elie, and Akhil Waghmare. "Autonomous Vehicles: Smooth or Bumpy Ride Ahead?" Harvard Business School Case 520-008, July 2019.
      • January 2019
      • Case

      Analytical Space: The Next Frontier?

      By: Thomas R. Eisenmann, Jeffrey J. Bussgang and David Lane
      With one satellite aloft and in the midst of beta testing in late 2018, Analytical Space founders Justin Oliveira and Dan Nevius turned to critical questions about the pioneering startup’s go-to-market, pricing, and business development strategy. Analytical Space aimed...  View Details
      Keywords: Pricing Decisions; Demand Validation; Revenue Model; Business Development; Space Tech; Satellites; Earth Observation; Remote Sensing; Business Startups; Emerging Markets; Growth And Development Strategy; Finance; Selection And Staffing; Business Strategy; Aerospace Industry
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      Eisenmann, Thomas R., Jeffrey J. Bussgang, and David Lane. "Analytical Space: The Next Frontier?" Harvard Business School Case 819-089, January 2019.
      • October 2018
      • Case

      Booking.com

      By: Stefan Thomke and Daniela Beyersdorfer
      The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing,...  View Details
      Keywords: Travel; Product Innovation; Experimentation; A/b Testing; User Experience Design; Digital Transformation; Product Development; Product Design; Innovation And Management; Transformation; Information Technology; Travel Industry
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      Thomke, Stefan, and Daniela Beyersdorfer. "Booking.com." Harvard Business School Case 619-015, October 2018.
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      Are you looking for?

      Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs
      March 15, 2016
      forthcoming Boston: Harvard Business Review Press The Three Box Solution: A Strategy for Leading Innovation By: Govindarajan, Vijay Abstract—How to...
      → Search All HBS Web
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