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Yakov Bart is an Assistant Professor of Marketing at INSEAD. His research focuses on competitive marketing strategy in various contexts and consumer decision-making under risk. Some of his current work centers on product design and pricing strategies in lottery markets, optimizing incentives for user-generated content, explaining luxury consumption patterns in different countries, and exploring strategic implications of new marketing communication tools, such as mobile and location-based advertising. Professor Bart recently received a prestigious Google-WPP Marketing Research Award. His research has been presented at numerous marketing conferences around the world. 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, Future of Channels in various Executive Education programs and Marketing Models in the PhD program. He has written several cases on companies from various industries, such as Olympus, Yandex, Atlantic Monthly and Renova. Other companies with which his projects have been involved include General Motors, Google, Havas, Intel, NPD Group, and WPP. Professor Bart 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.
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