Eva Ascarza

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  • Padilla, Nicolas and Eva Ascarza (2019), "The Value of First Impressions: Leveraging Acquisition Data for Customer Management."         


  • Ascarza, Eva (2018), "Retention futility: Targeting high-risk customers might be ineffective."”
             Journal of Marketing Research 55(1), 80–98.
             Winner, 2018 Paul E. Green Award
             [Paper] [Web Appendix]

  • Ascarza, Eva, Oded Netzer and Bruce Hardie (2017), "Some Customers Would Rather Leave Without Saying Goodbye."”
             Marketing Science 37(1), 54–77.
             [Paper] [Web Appendix]

  • Ascarza, Eva, Scott A. Neslin, Oded Netzer et al. (2018), "In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions."
             Customer Needs and Solutions 5, 65–81.
             Finalist, 2019 MSI Robert D. Buzzell Best Paper Award

  • Ascarza, Eva, Peter Ebbes, Oded Netzer and Matthew Danielson (2017), "Beyond the Target Customer: Social Effects of CRM Campaigns”."
             Journal of Marketing Research 54(3), 347–363. (Lead article)
             Finalist, 2017 Paul E. Green Award
             [Paper] [Web Appendix]

  • Ascarza, Eva, Raghuram Iyengar and Martin Schleicher (2016), “"The perils of proactive churn prevention using plan recommendations: Evidence from a field experiment."”
             Journal of Marketing Research 53(1), 46–60.
             Finalist, 2016 Paul E. Green Award
             [Paper] [Web Appendix]

  • Ascarza, Eva and Bruce G.S. Hardie (2013), “"A Joint Model of Usage and Churn in Contractual Settings."
             Marketing Science. 32(4), 570–590.
             Winner, 2014 Frank M. Bass Outstanding Dissertation Award
             [Paper] [Web Appendix]

  • Ascarza, Eva, Anja Lambrecht and Naufel Vilcassim (2012), “"When Talk is “Free”: The Effect of Tariff Structure on Usage under Two and Three-Part Tariffs."”
             Journal of Marketing Research 49(6), 882–899.
             [Paper] [Web Appendix]


  • Ascarza, Eva, Peter S. Fader, and Bruce G.S. Hardie (2017), "Marketing Models for the Customer-Centric Firm."”
             Forthcoming at the Handbook of Marketing Decision Models, edited by Berend Wierenga and Ralf van der Lans, Springer.

    Harvard Business SchoolMarketing Unit