{"id":3708,"date":"2025-08-07T13:32:15","date_gmt":"2025-08-07T13:32:15","guid":{"rendered":"https:\/\/www.enginius.biz\/index.php\/case_studies\/the-gabriel-hansen-foundation-case-study-lifetime-value-2\/"},"modified":"2025-08-07T19:18:50","modified_gmt":"2025-08-07T19:18:50","slug":"abb-electric-case-study-predictive","status":"publish","type":"case_studies","link":"https:\/\/www.enginius.biz\/index.php\/case_studies\/abb-electric-case-study-predictive\/","title":{"rendered":"ABB Electric case study (predictive)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3708\" class=\"elementor elementor-3708\" data-elementor-post-type=\"case_studies\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7199f19 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7199f19\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-802315e\" data-id=\"802315e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-601d56d elementor-widget elementor-widget-spacer\" data-id=\"601d56d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4837928 heading elementor-widget elementor-widget-heading\" data-id=\"4837928\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">ABB Electric (predictive)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-14f9d3b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"14f9d3b\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-160215c\" data-id=\"160215c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-571f39e elementor-widget elementor-widget-heading\" data-id=\"571f39e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Try it!<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af069ad elementor-widget elementor-widget-text-editor\" data-id=\"af069ad\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div><a class='elementor-button-link elementor-button elementor-size-xs snpbutton' style='background-color:transparent; color:#FFFFFF; border: 2px solid #FFFFFF;' href='https:\/\/www.enginius.biz\/index.php\/login\/'>LOGIN \/ REGISTER <i class='icon-right-open-mini'><\/i><\/a><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c3efdcd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c3efdcd\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-eabf590\" data-id=\"eabf590\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7d2f075 elementor-widget elementor-widget-text-editor\" data-id=\"7d2f075\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>ABB Electric faced a flat market for electric equipment (e.g., transformers, breakers, relays) used by electrical utilities to distribute power.\u00a0The company was exploring options to increase market share by identifying\u00a0\u201cswitchable\u201d customers, i.e., customers who are currently buying products from competitors, but could potentially switch to ABB through additional marketing efforts targeted to them. There are four competitors (ABB, GE, Westinghouse, and Edison), and students are provided with data from 88 customers about their perceptions of the four competitors along several attributes, such as availability of spare parts, price, and warranty.\u00a0Students are asked to identify switchable customers, and to articulate the changes to attributes that are most likely to induce specific customers to switch to ABB.\u00a0This case is set in a B2B context but can be used in any marketing course to illustrate the application of choice modeling to predict customer choices.\u00a0Although the case is set in the 1980\u2019s, the insights learned should help students to gain deep and generalizable insights about how customers make choices, and to use those insights to target marketing efforts to specific customers or to customer segments.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-027dd26 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"027dd26\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-901a82b\" data-id=\"901a82b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6858b22 elementor-widget elementor-widget-progress\" data-id=\"6858b22\" data-element_type=\"widget\" data-widget_type=\"progress.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<span class=\"elementor-title\" id=\"elementor-progress-bar-6858b22\">\n\t\t\t\tManagerially complex\t\t\t<\/span>\n\t\t\n\t\t<div aria-labelledby=\"elementor-progress-bar-6858b22\" class=\"elementor-progress-wrapper\" role=\"progressbar\" aria-valuemin=\"0\" aria-valuemax=\"100\" aria-valuenow=\"60\">\n\t\t\t<div class=\"elementor-progress-bar\" data-max=\"60\">\n\t\t\t\t<span class=\"elementor-progress-text\"><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-progress-percentage\">60%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3817dba\" data-id=\"3817dba\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bd35106 elementor-widget elementor-widget-text-editor\" data-id=\"bd35106\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9d46607 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9d46607\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8c20bda\" data-id=\"8c20bda\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ce33784 elementor-widget elementor-widget-progress\" data-id=\"ce33784\" data-element_type=\"widget\" data-widget_type=\"progress.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<span class=\"elementor-title\" id=\"elementor-progress-bar-ce33784\">\n\t\t\t\tTechnically complex\t\t\t<\/span>\n\t\t\n\t\t<div aria-labelledby=\"elementor-progress-bar-ce33784\" class=\"elementor-progress-wrapper\" role=\"progressbar\" aria-valuemin=\"0\" aria-valuemax=\"100\" aria-valuenow=\"50\">\n\t\t\t<div class=\"elementor-progress-bar\" data-max=\"50\">\n\t\t\t\t<span class=\"elementor-progress-text\"><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-progress-percentage\">50%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c902e3b\" data-id=\"c902e3b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d270484 elementor-widget elementor-widget-text-editor\" data-id=\"d270484\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-f8766ea elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f8766ea\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6f97c35\" data-id=\"6f97c35\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-25dcac4 elementor-widget elementor-widget-progress\" data-id=\"25dcac4\" data-element_type=\"widget\" data-widget_type=\"progress.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<span class=\"elementor-title\" id=\"elementor-progress-bar-25dcac4\">\n\t\t\t\tRecent\t\t\t<\/span>\n\t\t\n\t\t<div aria-labelledby=\"elementor-progress-bar-25dcac4\" class=\"elementor-progress-wrapper\" role=\"progressbar\" aria-valuemin=\"0\" aria-valuemax=\"100\" aria-valuenow=\"20\">\n\t\t\t<div class=\"elementor-progress-bar\" data-max=\"20\">\n\t\t\t\t<span class=\"elementor-progress-text\"><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-progress-percentage\">20%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3de5a6d\" data-id=\"3de5a6d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-722b11e elementor-widget elementor-widget-text-editor\" data-id=\"722b11e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b5d25eb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b5d25eb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-146fb9a\" data-id=\"146fb9a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2ad58db elementor-widget elementor-widget-template\" data-id=\"2ad58db\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"page\" data-elementor-id=\"3407\" class=\"elementor elementor-3407\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-246dfee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"246dfee\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2be33160\" data-id=\"2be33160\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-591c4889 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"591c4889\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-778100cb\" data-id=\"778100cb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-66506330 elementor-widget elementor-widget-image\" data-id=\"66506330\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/www.enginius.biz\/wp-content\/uploads\/2020\/03\/about.png\" class=\"attachment-large size-large wp-image-3402\" alt=\"\" srcset=\"https:\/\/www.enginius.biz\/wp-content\/uploads\/2020\/03\/about.png 128w, https:\/\/www.enginius.biz\/wp-content\/uploads\/2020\/03\/about-100x100.png 100w\" sizes=\"100vw\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-70fa9235\" data-id=\"70fa9235\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-773ac3e2 elementor-widget elementor-widget-text-editor\" data-id=\"773ac3e2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>Registered instructors can freely evaluate all Enginius case studies. <a href=\"https:\/\/www.enginius.biz\/index.php\/registration\/\">Register here<\/a>.<\/li><li>You can <a href=\"https:\/\/www.enginius.biz\/purchase\/configure\/license\/\">purchase<\/a> each case study individually, or as part of a package. <\/li><li>Each case study contains a data set, a case problem (pdf), and a case solution (pdf). The pdf files available on the main case study page linked above. Lookout for these links:<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fe1703f elementor-widget elementor-widget-image\" data-id=\"6fe1703f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.enginius.biz\/wp-content\/uploads\/elementor\/thumbs\/case_study_link-1-q598f9h7be6492ybxvx2j0tf1bd4wxfrsg4aesw9f4.png\" title=\"case_study_link\" alt=\"case_study_link\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>ABB Electric (predictive) Try it! ABB Electric faced a flat market for electric equipment (e.g., transformers, breakers, relays) used by electrical utilities to distribute power.\u00a0The company was exploring options to increase market share by identifying\u00a0\u201cswitchable\u201d customers, i.e., customers who are currently buying products from competitors, but could potentially switch to ABB through additional marketing efforts &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.enginius.biz\/index.php\/case_studies\/abb-electric-case-study-predictive\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;ABB Electric case study (predictive)&#8221;<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":3710,"menu_order":0,"comment_status":"closed","ping_status":"open","template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"project_category":[870],"class_list":["post-3708","case_studies","type-case_studies","status-publish","format-standard","has-post-thumbnail","hentry","project_category-predictive"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/case_studies\/3708","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/types\/case_studies"}],"author":[{"embeddable":true,"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/comments?post=3708"}],"version-history":[{"count":0,"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/case_studies\/3708\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/media\/3710"}],"wp:attachment":[{"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/media?parent=3708"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.enginius.biz\/index.php\/wp-json\/wp\/v2\/project_category?post=3708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}