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- March–April 2024
- Article
Retailers and Health Systems Can Improve Care Together
By: Robert S. Huckman, Vivian S. Lee and Bradley R Staats
Health systems are struggling to address the many shortcomings of health care delivery: rapidly growing costs, inconsistent quality, and inadequate and unequal access to primary and other types of care. However, if retailers and health systems were to form strong...
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Keywords:
Health Care;
Retail;
Retailers;
Consumer;
Health Care and Treatment;
Value;
Consumer Behavior;
Business Model;
Partners and Partnerships;
Health Industry;
Retail Industry;
United States
Huckman, Robert S., Vivian S. Lee, and Bradley R Staats. "Retailers and Health Systems Can Improve Care Together." Harvard Business Review 102, no. 2 (March–April 2024): 120–127.
- March 2024
- Case
Amperity: First-Party Data at a Crossroads
By: Elie Ofek, Hema Yoganarasimhan and Alexis Lefort
In the summer of 2023, Amperity management was facing a critical decision on its future direction. Given the dramatic changes occurring within the digital advertising ecosystem, as concerns over consumer privacy placed limits on the ability to engage in third-party...
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- March 2024
- Supplement
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Peter Fader, Bruce G.S. Hardie and Michael Ross
This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an...
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- March 2024
- Supplement
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Bruce Hardie, Peter S. Fader and Michael Ross
This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an...
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- March 2024
- Supplement
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Bruce Hardie, Peter S. Fader and Michael Ross
This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an...
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- March 2024
- Teaching Note
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Peter S. Fader, Bruce Hardie and Michael Ross
Teaching Note for HBS Case No. 524-046. This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in...
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- March 2024
- Case
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Bruce Hardie, Michael Ross and Peter S. Fader
This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an...
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Ascarza, Eva, Bruce Hardie, Michael Ross, and Peter S. Fader. "Madrigal: Conducting a Customer-Base Audit." Harvard Business School Case 524-046, March 2024.
- March 7, 2024
- Article
Integrating Digital Tools into Every Stage of Your Sales Strategy
By: Frank V. Cespedes and Georg Krentzel
In their growth and customer-acquisition activities, most companies now face twin challenges: understanding and responding to omni-channel buying behavior and doing that without inadvertently decreasing sales productivity. Thirty years ago, Peter Drucker noted that...
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Keywords:
Sales Management;
Digital Tools;
Sales;
Marketing Channels;
Technology Adoption;
Brands and Branding
Cespedes, Frank V., and Georg Krentzel. "Integrating Digital Tools into Every Stage of Your Sales Strategy." Harvard Business Review (website) (March 7, 2024).
- March 2024
- Case
Unintended Consequences of Algorithmic Personalization
By: Eva Ascarza and Ayelet Israeli
“Unintended Consequences of Algorithmic Personalization” (HBS No. 524-052) investigates algorithmic bias in marketing through four case studies featuring Apple, Uber, Facebook, and Amazon. Each study presents scenarios where these companies faced public criticism for...
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Keywords:
Race;
Gender;
Marketing;
Diversity;
Customer Relationship Management;
Prejudice and Bias;
Customization and Personalization;
Technology Industry;
Retail Industry;
United States
Ascarza, Eva, and Ayelet Israeli. "Unintended Consequences of Algorithmic Personalization." Harvard Business School Case 524-052, March 2024.
- February 2024
- Teaching Note
AB InBev: Brewing Up Forecasts during COVID-19
By: Mark Egan and C. Fritz Foley
Teaching Note for HBS Case No. 224-020. In July 2021, the CEO of AB InBev's European operations and his team strategized to position the company for success post-pandemic. As the world's largest beer company, boasting over 500 brands, revenue of $46 billion, and a...
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- February 2024 (Revised February 2024)
- Teaching Note
Travelogo: Understanding Customer Journeys
By: Eva Ascarza and Ta-Wei Huang
Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data.
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- January 2024 (Revised February 2024)
- Course Overview Note
Managing Customers for Growth: Course Overview for Students
By: Eva Ascarza
Managing Customers for Growth (MCG) is a 14-session elective course for second-year MBA students at Harvard Business School. It is designed for business professionals engaged in roles centered on customer-driven growth activities. The course explores the dynamics of...
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Keywords:
Customer Relationship Management;
Decision Making;
Analytics and Data Science;
Growth Management;
Telecommunications Industry;
Technology Industry;
Financial Services Industry;
Education Industry;
Travel Industry
Ascarza, Eva. "Managing Customers for Growth: Course Overview for Students." Harvard Business School Course Overview Note 524-032, January 2024. (Revised February 2024.)
- January 2024 (Revised February 2024)
- Exercise
Travelogo: Understanding Customer Journeys
By: Eva Ascarza, Nicolas Padilla and Oded Netzer
In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation...
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Keywords:
Customer Relationship Management;
Analysis;
Analytics and Data Science;
Marketing Strategy;
Segmentation;
Consumer Behavior;
Travel Industry;
United States
Ascarza, Eva, Nicolas Padilla, and Oded Netzer. "Travelogo: Understanding Customer Journeys." Harvard Business School Exercise 524-044, January 2024. (Revised February 2024.)
- 2023
- Working Paper
Debiasing Treatment Effect Estimation for Privacy-Protected Data: A Model Auditing and Calibration Approach
By: Ta-Wei Huang and Eva Ascarza
Data-driven targeted interventions have become a powerful tool for organizations to optimize business outcomes
by utilizing individual-level data from experiments. A key element of this process is the estimation
of Conditional Average Treatment Effects (CATE), which...
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Huang, Ta-Wei, and Eva Ascarza. "Debiasing Treatment Effect Estimation for Privacy-Protected Data: A Model Auditing and Calibration Approach." Harvard Business School Working Paper, No. 24-034, December 2023.
- 2023
- Book
Beyond AI: ChatGPT, Web3, and the Business Landscape of Tomorrow
By: Ken Huang, Yang Wang, Feng Zhu, Xi Chen and Chunxiao Xing
This book explores the transformative potential of ChatGPT, Web3, and their impact on productivity and various industries. It delves into Generative AI (GenAI) and its representative platform ChatGPT, their synergy with Web3, and how they can revolutionize business...
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Huang, Ken, Yang Wang, Feng Zhu, Xi Chen, and Chunxiao Xing, eds. Beyond AI: ChatGPT, Web3, and the Business Landscape of Tomorrow. Springer, 2023.
- September 2023
- Article
Customer Churn and Intangible Capital
By: Scott R. Baker, Brian Baugh and Marco Sammon
Intangible capital is a crucial and growing piece of firms’ capital structure, but many of its distinct components are difficult to measure. We develop and make available several new firm-level metrics regarding a key component of intangible capital – firms’ customer...
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Keywords:
Customer Base;
Transaction Data;
Customer Churn;
Intangible Capital;
Capital Structure;
Measurement and Metrics;
Customers
Baker, Scott R., Brian Baugh, and Marco Sammon. "Customer Churn and Intangible Capital." Journal of Political Economy Macroeconomics 1, no. 3 (September 2023): 447–505.
- November 2023 (Revised March 2024)
- Technical Note
Customer Data Privacy
By: Eva Ascarza and Ta-Wei Huang
This note provides an overview of the evolving landscape of customer data privacy in 2023. It highlights two pivotal aspects that make privacy a central concern for businesses: building and maintaining customer trust and navigating the intricate regulatory...
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Keywords:
Customer Relationship Management;
Governance Compliance;
Governing Rules, Regulations, and Reforms;
Risk and Uncertainty;
Reputation;
Trust;
Information Management;
Retail Industry;
Technology Industry;
Financial Services Industry;
Telecommunications Industry;
Europe;
United States
Ascarza, Eva, and Ta-Wei Huang. "Customer Data Privacy." Harvard Business School Technical Note 524-005, November 2023. (Revised March 2024.)
- October 2023 (Revised February 2024)
- Technical Note
Design and Evaluation of Targeted Interventions
By: Eva Ascarza and Ta-Wei (David) Huang
Targeted interventions serve as a pivotal tool in business strategy, streamlining decisions for enhanced efficiency and effectiveness. This note delves into two central facets of such interventions: first, the design of potent decision guidelines, or targeting...
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Keywords:
Marketing;
Customer Relationship Management;
Analysis;
Design;
Business Strategy;
Retail Industry;
Apparel and Accessories Industry;
Technology Industry;
Financial Services Industry;
Telecommunications Industry
Ascarza, Eva, and Ta-Wei (David) Huang. "Design and Evaluation of Targeted Interventions." Harvard Business School Technical Note 524-034, October 2023. (Revised February 2024.)
- September 2023 (Revised January 2024)
- Case
AB InBev: Brewing Up Forecasts during COVID-19
By: Mark Egan, C. Fritz Foley, Esel Cekin and Emilie Billaud
In July 2021, the CEO of AB InBev's European operations and his team strategized to position the company for success post-pandemic. As the world's largest beer company, boasting over 500 brands, revenue of $46 billion, and a workforce of 160,000 in 2020, AB InBev...
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Keywords:
Beer;
Forecasting;
COVID-19;
Decision;
Forecasting and Prediction;
Analytics and Data Science;
Crisis Management;
Decisions;
Financing and Loans;
Investment Return;
Resource Allocation;
Distribution;
Production;
Business Processes;
Strategic Planning;
Health Pandemics;
Digital Transformation;
Markets;
Food and Beverage Industry;
Belgium;
Europe;
Latin America;
North and Central America
Egan, Mark, C. Fritz Foley, Esel Cekin, and Emilie Billaud. "AB InBev: Brewing Up Forecasts during COVID-19." Harvard Business School Case 224-020, September 2023. (Revised January 2024.)
- August 2023
- Case
Beamery: Using Skills and AI to Modernize HR
By: Boris Groysberg, Alexis Lefort, Susan Pinckney and Carolina Bartunek
Unicorn human relationships startup Beamery evaluates it's growth versus depth strategy as its strategic partners and customers could become future competitors in a quickly changing AI based human resources and talent management industry
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Keywords:
Acquisition;
Business Growth and Maturation;
Business Startups;
Competency and Skills;
Experience and Expertise;
Talent and Talent Management;
Customers;
Nationality;
Learning;
Entrepreneurship;
Employee Relationship Management;
Recruitment;
Retention;
Selection and Staffing;
Values and Beliefs;
Cross-Cultural and Cross-Border Issues;
Analytics and Data Science;
Applications and Software;
Disruptive Innovation;
Technological Innovation;
Job Offer;
Job Search;
Job Design and Levels;
Employment;
Human Capital;
Europe;
United Kingdom;
United States
Groysberg, Boris, Alexis Lefort, Susan Pinckney, and Carolina Bartunek. "Beamery: Using Skills and AI to Modernize HR." Harvard Business School Case 424-004, August 2023.