Web Profile

Yakov Bart
Russian Federation

Assistant Professor of Marketing

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65 6799 5317
65 6799 5445

Yakov Bart is an Assistant Professor of Marketing at INSEAD. He holds a PhD and an M.S. in Business Administration from the University of California at Berkeley, an S.M. in Operations Research from MIT, and a Diploma in Mathematics from Moscow State University. Professor Bart has also been Visiting Faculty at the Wharton School.
His research focuses on competitive marketing strategy in various contexts and consumer decision-making under risk. Some of Yakov’s current work centers on product design and pricing strategies in lottery markets, explaining why people fail to diversify their investments, understanding the role of soliciting and providing online product reviews, and exploring the strategic implications of new marketing communication tools. His research has been presented at numerous academic and business conferences around the world, including the World Knowledge Forum. Professor Bart has received a prestigious Google-WPP Marketing Research Award for his work on mobile advertising that was recently published in the Harvard Business Review. His work on the drivers and role of online trust was listed on SSRN's Top Ten download list for Managerial Marketing All Time Hits and published in the Journal of Marketing. Professor Bart is a member of the American Marketing Association and the Institute for Operations Research and Management Sciences.

At INSEAD, Professor Bart teaches Market Driving Strategies, Brand Management, and Digital and Social Marketing in the MBA program, Marketing Management and Digital Marketing in various Executive Education programs, and Marketing Models in the PhD program. He has written several cases on companies from various industries, including a case that became Overall Winner at the ecch Case Awards 2012 as the best-selling case across business disciplines. Companies with which his projects have been involved include General Motors, Google, Havas, Intel, NPD Group, and WPP.

Research Areas

Competitive Marketing Strategy; Consumer Financial Decision Making; Advertising; Impact of New Information and Communication Technologies on Marketing Practice.


Digital and Social Marketing; Marketing Management; Market Driving Strategies; Brand Management; Marketing Models.

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