Wharton Business Radio

Marketing Matters: April 8, 2015

Hosts Jagmohan Raju and Barbara Kahn are joined by Ron Berman (Assistant Professor of Marketing, the Wharton School), Zsolt Katona (Associate Professor, UC Berkeley, Haas School of Business), Hanna Halaburda (Economist, the Bank of Canada), and Pinar Yildirim (Assistant Professor of Marketing, The Wharton School) on the Wednesday, April 8, 2015 edition of Marketing Matters.

Air Date: Wednesday, April 8, 2015 on SiriusXM 132

Marketing Matters: April 8, 2015 17:00

Air Time: 5:00 pm
Featuring: Ron Berman

Marketing Matters: April 8, 2015 17:30

Air Time: 5:30 pm
Featuring: Zsolt Katona

Marketing Matters: April 8, 2015 18:00

Air Time: 6:00 pm
Featuring: Pinar Yildirim

Marketing Matters: April 8, 2015 18:30

Air Time: 6:30 pm
Featuring: Hanna Halaburda

Featured Guests

Ron Berman

Assistant Professor of Marketing, the Wharton School

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Ron Berman focuses his research on online marketing, marketing analytics and the marketing actions of startup firms. His recent research looks at how advertisers incorrectly attribute sales to online advertising which results in suboptimal campaigns, and how search engine optimization (SEO) may improve search engine results contrary to common belief.

Ron’s previous experience includes working on Internet and Media investments as a venture capitalist at Carmel Ventures, and developing software for the IDF. Currently Ron mentors startups at the UpWest Labs accelerator and spends time meeting and advising young entrepreneurs.

Ron holds a PhD and MSc in Business Administration (Marketing) from the University of California, Berkeley, an MBA and MSc in Computer Science from Tel-Aviv University, and a BSc in Computer Science, Physics and Mathematics from the Hebrew University in Jerusalem.

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Zsolt Katona

Associate Professor, UC Berkeley, Haas School of Business

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Zsolt Katona is Associate Professor of Marketing at the Haas School of Business, University of California, Berkeley. He is an expert in online marketing strategy and social media. He has recently developed a new course on social media in the MBA and EWMBA curriculums at Haas. He also taught in executive programs at UC Berkeley and INSEAD. He holds a Ph.D. in computer science from the Eotvos University in his native Hungary and a Ph.D. in marketing from INSEAD, France.

Zsolt’s research focuses on online marketing strategy, networks and social media. He studies how firms can better take advantage of new Internet technologies and how they can integrate them into their marketing mix. His research has appeared in leading scientific journals such as Management Science, Marketing Science, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Applied Probability. His research was feature by Bloomberg Business News and the U.S. National Public Radio. He has consulting experience with companies, such as Autodesk, IBM, Kelora Systems, Singtel, Telkomsel, and Vodafone.

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Pinar Yildirim

Assistant Professor of Marketing, The Wharton School

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Pinar Yildirim joined the Wharton School as an Assistant Professor of Marketing after completing her PhD in 2012. Pinar’s research can be categorized into three main streams: monetization of media platforms, politics in marketing, and advertising. She focuses on analytical modeling and in particular is interested in game theoretic models. Parallel to these interests, her current research focuses on two-sided networks, including innovation platforms, data markets, and social networks. Related to her interests of ‘political economy’ she is also conducting research on how beliefs about the role of government can be shaped. Professor Yildirim’s research appeared in top management and marketing journals including Journal of Marketing Research, Management Science, and Journal of Marketing, and received various grants. Yildirim has industrial experience in consumer electronics and automotive sectors, at firms such as Fiat S.P.A and Renault S.A. She also conducted research in collaboration with GlaxoSmithKline and PNC Bank, and currently she is conducting research in collaboration with the American Red Cross (with Wharton Customer Analytics Initiative grant) and Social Bicycles. Professor Yildirim earned her Ph.D. in Marketing & Business Economics from the Katz Graduate School of Business at the University of Pittsburgh. She is teaching Marketing Research at the Wharton School and is a frequent contributor for Knowledge@Wharton and contributor for Google Think Insights
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Hanna Halaburda

Economist, the Bank of Canada

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Hanna Halaburda is a researcher at Bank of Canada and Columbia University, and earlier at Harvard Business School. Her research focuses on two-sided markets, especially on platform competition, and the impact of technology on firms’ strategy, in industries like online dating markets, video game consoles, smartphones and digital currencies. Technology has challenged the underlying foundations of business, and firms must evaluate and change their strategies accordingly. Hanna’s findings indicate that conventional wisdom and rules of thumb derived from standard economic analysis provide insufficient guidance to firms engaged in the platform competition inherent in technology-based industries.
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