​Faculty and Research

Olin’s academic research in marketing focuses on building frameworks and models to understand and evaluate marketing strategies and their impact on customers, consumers, and competitors. This research provides decision makers the ability to think beyond current practices and offers answers to significant "what if" questions.

We conduct empirical tests on the implications of these models, quantify the effectiveness of different strategies, and explore the profit implications of using alternative strategies. We identify important drivers that should govern strategic decisions and, consequently, the allocation of marketing resources.

The Marketing faculty members work on a variety of topical areas addressing important strategic issues. Current research topics include models of consumer interaction and communication; brand management; channel coordination in the presence of uncertainty; consumer value construction; bidding and regret in auctions; consumer online purchase patterns; collaboration and competition; information and inventory in distribution channels; and customer profitability patterns.

Research papers by faculty members have recently been published in well-respected journals such as:

  • Journal of Consumer Behavior
  • Journal of Marketing
  • Journal of Marketing Research
  • Marketing Letters
  • Marketing Science