Eva Ascarza

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as well as for the research assistance of Cécile Girardon. The authors also appreciate the insightful and constructive comments of the editor Will Mitchell and the reviewers. Vanneste gratefully acknowledges financial support from the INSEAD Alumni Fund. A Working Paper is the author's intellectual property. It is intended as a means to promote research to(More)
and the editor and reviewing team for their insightful comments. Abstract A Joint Model of Usage and Churn in Contractual Settings As firms become more customer centric, concepts such as customer equity come to the fore. Any serious attempt to quantify customer equity requires modeling techniques that can provide accurate multi-period forecasts of customer(More)
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