20.06.2022Visiting Professor URPP Social Networks

Barak Libai is a Professor of Marketing at the Arison School of Business at Reichman University, a private university in Herzliya, Israel. Previously was a faculty member in the department of management at Tel Aviv University, at the Industrial Engineering and Management faculty of the Technion - Israel Institute of Technology, and a visiting professor at the MIT Sloan School of Management.

Libai’s research focuses on the strategic importance of customer profitability, word-of-mouth and other social effects on profitability, customer retention, and the diffusion of innovations.

Libai has more than 89 publications, with an h-index of 30. He has published in journals such as Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of Service Research and the International Journal of Research in Marketing, among others.

He is on the editorial review board of several prominent academic journals, including the Journal of Marketing, International Journal of Research in Marketing, Journal of Service Research and California Management Review.

List of selected recent works:

• How consumer digital signals are reshaping the customer journey (2022) link
• Brave new world? On AI and the management of customer relationships (2020) link
• On the monetization of mobile apps (2020) link
• Seeding as part of the marketing mix: word-of-mouth program interactions for fast-moving consumer goods (2019) link