Below are course materials, and short summaries of some of my current courses.
Elie Ofek, Barak Libai and Eitan Muller (2021), “Customer Lifetime Social Value (CLSV),” Harvard Business School Industry Note (N9-518-077), Teaching Note (5-521-081), and PowerPoint Supplement (5-217-16).
Bestseller, Harvard Business Publishing, 2021
The figure shows the retention of customers
acquired by a digital game from three different
channels: affiliate marketing
(i.e., via a paid link from another website),
e-mail, and search engine optimization
(or SEO, which refers to customers arriving
from organic search links). The graph
depicts the percent of customers from
each acquisition channel that are still active
on the app over time, as a percent
of the initial set of customers.
Elie Ofek, Barak Libai and Eitan Muller (2020), “Customer Management Dynamics and Cohort Analysis," Harvard Business School Industry Note (N9-520-122).
Elie Ofek, Eitan Muller and Barak Libai (2019), “Ride-Hailing Services: Forecasting Growth,” Harvard Business School Case (9-519-097), Teaching Note (5-520-123), and PowerPoint Supplement (5-520-714).
Elie Ofek, Eitan Muller and Barak Libai (2016), Innovation Equity: Assessing and managing the monetary value of new products and services, University of Chicago Press.
These are elective courses on new products and innovation equity. In classroom discussions, cases, and guest speaker presentations, we address managing and valuing new products in various industries, with special attention given to the entertainment, media and technology business.
We ask whether Uber could have been so successful without breaking the law; and whether Spotify was correct in its decisions leading to Taylor Swift’s catalog takedown, and wonder why did Amazon buy Whole Foods. We compute the value of Uber, and SiriusXM satellite radio, and discuss the reasons leading Hyundai Motors to give up developing its own car entertainment system, and instead adopting software solutions from Apple and Google.
We examine the notion of disruptive innovations such as the iPhone, Uber, and Airbnb, and ask the question: To whom exactly are they disruptive? We show evidence to demonstrate that iPhone and Uber are disruptive while Airbnb is not. We demonstrate the power of social interactions in social networks, and why these interactions are responsible for the fact that growth of new products is a slow process, even for successful products such as portable navigation systems.
This is a first year quantitative course aimed at both quant and behavioral students. The purpose of this doctoral seminar is to acquaint students with the key issues, basic research techniques, and key findings in quantitative models in marketing. Topics covered includes both empirical models and analytical models in marketing. For students who are interested in quantitative methods in marketing, this seminar will prepare them to come up with research ideas that will eventually lead to publishable papers and will supply the skills and tools to implement ideas. For students who are interested in other areas, this seminar will provide a broad survey and the basic understandings of the main research areas associated with quantitative methods in marketing. We discuss choosing a research topic; what quant publications are about; field experiments; hazard/survival models; VAR modeling; and agent-based modeling. Topics include social networks, network externalities and social contagion.