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All HBS Web
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- Faculty Publications (93)
- 2014
- Working Paper
Non-Adherence in Health Care: A Positive and Normative Analysis
By: Mark Egan and Tomas J. Philipson
Non-adherence in health care results when a patient does not initiate or continue care that a provider has recommended. Previous research identifies non-adherence as a major source of waste in US health care, totaling approximately 2.3% of GDP, and have proposed a...
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Egan, Mark, and Tomas J. Philipson. "Non-Adherence in Health Care: A Positive and Normative Analysis." NBER Working Paper Series, No. 20330, July 2014. (Previously titled, "Health Care Adherence and Personalized Medicine.")
- May 2014
- Article
Dynamics of Demand for Index Insurance: Evidence from a Long-Run Field Experiment
By: Shawn A. Cole, Daniel Stein and Jeremy Tobacman
This paper estimates how experimentally-manipulated experiences with a novel financial product, rainfall index insurance, affect subsequent insurance demand. Using a seven-year panel, we develop three main findings. First, recent experience matters for demand,...
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Cole, Shawn A., Daniel Stein, and Jeremy Tobacman. "Dynamics of Demand for Index Insurance: Evidence from a Long-Run Field Experiment." American Economic Review: Papers and Proceedings 104, no. 5 (May 2014): 284–290.
- 2013
- Working Paper
Separating Homophily and Peer Influence with Latent Space
By: Joseph P. Davin, Sunil Gupta and Mikolaj Jan Piskorski
We study the impact of peer behavior on the adoption of mobile apps in a social network. To identify social influence properly, we introduce latent space as an approach to control for latent homophily, the idea that "birds of a feather flock together." In a series of...
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Keywords:
Social Influence;
Social Network;
Mobile App;
Peer Effects;
Latent Homophily;
Latent Space;
Proxy Variables;
Familiarity;
Behavior;
Consumer Behavior;
Applications and Software;
Social and Collaborative Networks;
Mobile and Wireless Technology;
Power and Influence;
Social Media
Davin, Joseph P., Sunil Gupta, and Mikolaj Jan Piskorski. "Separating Homophily and Peer Influence with Latent Space." Harvard Business School Working Paper, No. 14-053, January 2014.
- 2019
- Working Paper
Managing Churn to Maximize Profits
By: Aurelie Lemmens and Sunil Gupta
Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability, or their responsiveness to a...
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Keywords:
Churn Management;
Defection Prediction;
Loss Function;
Stochastic Gradient Boosting;
Customer Relationship Management;
Consumer Behavior;
Profit
Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Harvard Business School Working Paper, No. 14-020, September 2013. (Revised December 2019. Forthcoming at Marketing Science.)
- 2013
- Working Paper
Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?
By: Clarence Lee, E. Ofek and Thomas Steenburgh
In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact...
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- 2013
- Dissertation
Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics
By: Clarence Lee, Vineet Kumar and Sunil Gupta
Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers...
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- Article
When Talk Is "Free": The Effect of Tariff Structure on Usage Under Two- and Three-Part Tariffs
By: Eva Ascarza, Anja Lambrecht and Naufel Vilcassim
In many service industries, firms introduce three-part tariffs to replace or complement existing two-part tariffs. In contrast with two-part tariffs, three-part tariffs offer allowances, or “free” units of the service. Behavioral research suggests that the attributes...
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Keywords:
Pricing;
Nonlinear Pricing;
Discrete/continuous Choice Model;
Three-part Tariffs;
Uncertainty;
Learning;
Free Products;
Price;
Consumer Behavior;
Analysis
Ascarza, Eva, Anja Lambrecht, and Naufel Vilcassim. When Talk Is "Free": The Effect of Tariff Structure on Usage Under Two- and Three-Part Tariffs. Journal of Marketing Research (JMR) 49, no. 6 (December 2012): 882–900.
- Article
Advertising, the Matchmaker
By: Bharat N. Anand and Ron Shachar
We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television...
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Keywords:
Advertising;
Information;
Consumer Behavior;
Television Entertainment;
Risk and Uncertainty;
Product;
Decision Choices and Conditions;
Advertising Industry
Anand, Bharat N., and Ron Shachar. "Advertising, the Matchmaker." RAND Journal of Economics 42, no. 2 (Summer 2011): 205–245. (Lead Article.)
- March 2011 (Revised December 2012)
- Case
Demand Media
By: John Deighton and Leora Kornfeld
Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable...
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Keywords:
Business Model;
Information Publishing;
Consumer Behavior;
Customization and Personalization;
Internet and the Web;
Publishing Industry
Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
- March 2011
- Module Note
Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay
By: David J. Collis
This note is designed to provide strategists with tools to perform two critical customer-related analyses: determining willingness to pay — the estimation of how much a given customer would be willing to pay for a particular product or service; and demand estimation —...
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Keywords:
Price;
Demand and Consumers;
Competitive Advantage;
Management Analysis, Tools, and Techniques;
Market Participation;
Segmentation
Collis, David J. "Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay." Harvard Business School Module Note 711-495, March 2011.
- 2011
- Chapter
How Does Simplified Disclosure Affect Individuals' Mutual Fund Choices?
By: John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian
We use an experiment to estimate the effect of the SEC's Summary Prospectus, which simplifies mutual fund disclosure. Our subjects chose an equity portfolio and a bond portfolio. Subjects received either statutory prospectuses or Summary Prospectuses. We find no...
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Keywords:
Information;
Corporate Disclosure;
Decision Choices and Conditions;
Consumer Behavior;
Retirement;
Personal Finance;
Investment Funds;
Microeconomics
Beshears, John, James J. Choi, David Laibson, and Brigitte C. Madrian. "How Does Simplified Disclosure Affect Individuals' Mutual Fund Choices?" In Explorations in the Economics of Aging, edited by David A. Wise, 75–96. Chicago: University of Chicago Press, 2011.
- 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...
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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
Quelch, John A., and Patricia Girardi. "Classic Knitwear and Guardian: A Perfect Fit?" Harvard Business School Brief Case 104-217, June 2010. (Revised July 2011.)
- February 2010
- Background Note
Marketing Analysis Toolkit: Market Size and Market Share Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales...
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Keywords:
Forecasting and Prediction;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Markets;
Demand and Consumers;
Size;
Strategic Planning;
Sales
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Market Size and Market Share Analysis." Harvard Business School Background Note 510-081, February 2010.
- Article
The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel
By: Dennis Campbell and Frances X. Frei
This paper uses the context of online banking to investigate the consequences of employing self-service distribution channels to alter customer interactions with the firm. Using a sample of retail banking customers observed over a 30-month period at a large U.S. bank,...
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Keywords:
Cost;
Service Operations;
Distribution Channels;
Consumer Behavior;
Internet and the Web;
Banks and Banking;
Technology Adoption;
Service Delivery;
Market Transactions;
Market Participation;
Profit;
Retail Industry;
Banking Industry;
United States
Campbell, Dennis, and Frances X. Frei. "The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel." Management Science 56, no. 1 (January 2010): 4–24. (Lead Article.)
- 2010
- Chapter
The Impact of Employer Matching on Savings Plan Participation under Automatic Enrollment
By: John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian
Existing research has documented the large impact that automatic enrollment has on savings plan participation. All the companies examined in these studies, however, have combined automatic enrollment with an employer match. This raises a question about how effective...
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Keywords:
Motivation and Incentives;
Consumer Behavior;
Personal Finance;
Investment Funds;
Microeconomics;
Compensation and Benefits
Beshears, John, James J. Choi, David Laibson, and Brigitte C. Madrian. "The Impact of Employer Matching on Savings Plan Participation under Automatic Enrollment." In Research Findings in the Economics of Aging, edited by David A. Wise, 311–327. Chicago: University of Chicago Press, 2010.
- 2009
- Working Paper
Do Friends Influence Purchases in a Social Network?
By: Raghuram Iyengar, Sangman Han and Sunil Gupta
Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to... View Details
Keywords:
Marketing;
Network Effects;
Sales;
Power and Influence;
Social and Collaborative Networks;
Web Sites;
South Korea
Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009.
- May 2009
- Article
Asymmetric Information Effects on Loan Spreads
The paper estimates the cost arising from information asymmetry between the lead bank and members of the lending syndicate. In a lending syndicate, the lead bank retains only a fraction of the loan but acts as the intermediary between the borrower and the syndicate...
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Keywords:
Cost;
Banks and Banking;
Financing and Loans;
Interest Rates;
Capital;
Investment Portfolio;
Credit;
Diversification;
Risk and Uncertainty
Ivashina, Victoria. "Asymmetric Information Effects on Loan Spreads." Journal of Financial Economics 92, no. 2 (May 2009): 300–319.
- 2008
- Chapter
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details
Keywords:
Investment Return;
Resource Allocation;
Marketing;
Demand and Consumers;
Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
- 2008
- Working Paper
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these...
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Keywords:
Investment Return;
Resource Allocation;
Marketing;
Demand and Consumers;
Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
- fall 2007
- Article
Estimating Demand Uncertainty Using Judgmental Forecasts
By: Vishal Gaur, Saravanan Kesavan, Ananth Raman and Marshall L. Fisher
Gaur, Vishal, Saravanan Kesavan, Ananth Raman, and Marshall L. Fisher. "Estimating Demand Uncertainty Using Judgmental Forecasts." Manufacturing & Service Operations Management 9, no. 4 (fall 2007).