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Miklos Sarvary: Infinite Lives

Biography

Columbia Business School
Carson Family Professor of Business

Biography

Miklos Sarvary is the Carson Family Professor of Business and the faculty lead for the Media and Technology Program at Columbia Business School. Miklos' broad research agenda focuses on media and information marketing. His most recent papers are studying agenda setting, user-generated content, social network competition and online/mobile advertising. Previously, he worked on media and telecommunications competition. He is member of the Editorial Boards of Marketing Science, Quantitative Marketing and Economics, International Journal of Research in Marketing and Journal of Interactive Marketing. Prior to joining Columbia, Miklos was the Deputy Dean for Executive Development Programs at INSEAD. He has taught executive courses and consulted in various parts of the world for large corporations, including IBM, INTEL, Nokia, Alcatel, Samsung, Pearson, McKinsey & Co., Dun & Bradstreet and PwC. Before joining INSEAD, Miklos was also a faculty member at the Harvard Business School and the Graduate School of Business at Stanford University. He studied physics in Hungary’s Eotvos Lorand University, earned an MS in Statistics from Ecole Nationale Supérieure des Mines de Paris and a Ph.D. in Management from INSEAD. Prior to becoming an academic, he worked for IBM.

Teaching

Spring 2018

Media Platforms and Content: A Foundations Course (MBA)
Media Platforms and Content: A Foundations Course (EMBA)

Summer 2017

Media Platforms and Content: A Foundations Course (MBA)

Spring 2017

Media Platforms and Content: A Foundations Course (MBA)
Media Platforms and Content: A Foundations Course (EMBA)

Summer 2016

Media Platforms and Content: A Foundations Course (MBA)

Spring 2016

Media Platforms and Content: A Foundations Course (MBA)
Media Platforms and Content: A Foundations Course (EMBA)

Summer 2015

Media Platforms and Content: A Foundations Course (MBA)
Media Platforms and Content: A Foundations Course (EMBA)

Spring 2015

Media Platforms and Content: A Foundations Course (MBA)

Summer 2014

Media Platforms and Content: A Foundations Course (MBA)
Media Platforms and Content: A Foundations Course (EMBA)

Spring 2014

Introduction to the Media Industries (MBA)

Spring 2013

(PhD) Analytical Models (PHD)

Columbia Caseworks cases

A Primer on Programmatic Advertising (2017)
Coauthor(s): Kinshuk Jerath, Miklos Sarvary

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Bloomberg LP – More Than the Box? (2014)
Coauthor(s): Jonathan Knee, Miklos Sarvary

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Research

Journal articles

Differentiation with User-Generated Content In Management Science (2015)
Coauthor(s): Miklos Sarvary, Kaifu Zhang

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Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions In Journal of Marketing Research (2014)
Coauthor(s): Yakov Bart, Andrew Stephen, Miklos Sarvary

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Maersk Line: B2B Social Media — "It's Communication, Not Marketing" In California Management Review (2014)
Coauthor(s): Zsolt Katona, Miklos Sarvary

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Buying and Selling Information under Competition In Quantitave Marketing and Economics (2013)
Coauthor(s): Yi Xiang, Miklos Sarvary

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"Bricks & Clicks": The Impact of Product Returns on the Strategies of Multi-Channel Retailers In Marketing Science (2011)
Coauthor(s): Elie Ofek, Zsolt Katona, Miklos Sarvary

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Advertising to a Social Network In Quantitative Marketing and Economics (2011)
Coauthor(s): Peter Zubcsek, Miklos Sarvary

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Network Effects and Personal Influences: The Diffusion of an Online Social Network In Journal of Marketing Research (2011)
Coauthor(s): Zsolt Katona, Peter Zubcsek, Miklos Sarvary

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The Race for Sponsored Links: Bidding Patterns for Search Advertising In Marketing Science (2010)
Coauthor(s): Zsolt Katona, Miklos Sarvary

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How Incumbent Firms Foster Consumer Expectations, Delay Launch but Still Win the Markets for Next Generation Products In Quantitative Marketing and Economics (2009)
Coauthor(s): Sumitro Banerjee, Miklos Sarvary

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Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High In Journal of Consumer Research (2009)
Coauthor(s): Joseph Lajos, Zsolt Katona, Amitava Chattopadhyay, Miklos Sarvary

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Content vs. Advertising: The Impact of Competition on Media Firm Strategy In Marketing Science (2009)
Coauthor(s): David Godes, Elie Ofek, Miklos Sarvary

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Efficient Take-Back Legislation In Production and Operations Management (2009)
Coauthor(s): Atalay Atasu, Miklos Sarvary, Luk N. Van Wassenhove

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Network Formation and the Structure of the Commercial World Wide Web In Marketing Science (2008)
Coauthor(s): Zsolt Katona, Miklos Sarvary

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Remanufacturing as a Marketing Strategy In Management Science (2008)
Coauthor(s): Atalay Atasu, Miklos Sarvary, Luk N. Van Wassenhove

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Competitive Pricing of Information: A Longitudinal Experiment In Journal of Marketing Research (2007)
Coauthor(s): Markus Christen, Miklos Sarvary

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News Consumption and Media Bias In Marketing Science (2007)
Coauthor(s): Yi Xiang, Miklos Sarvary

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A Renormalization Group Theory of Cultural Evolution In Physica A (2005)
Coauthor(s): Miklos Sarvary, Gábor Fáth

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Pricing Practices and Firms' Market Power in International Cellular Markets In International Journal of Research in Marketing (2004)
Coauthor(s): Dana Nunn, Miklos Sarvary

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Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business Cycle In Quantitative Marketing and Economics (2004)
Coauthor(s): Barbara Deleersnyder, Marnik Dekimpe, Miklos Sarvary, Philip M. Parker

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Adoption Dynamics in Buyer-Side Exchanges In Quantitative Marketing and Economics (2003)
Coauthor(s): Gábor Fáth, Miklos Sarvary

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R&D, Marketing, and the Success of Next-Generation Products In Marketing Science (2003)
Coauthor(s): Elie Ofek, Miklos Sarvary

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Temporal Differentiation and the Market for Second Opinions In Journal of Marketing Research (2002)
Coauthor(s): Miklos Sarvary

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Leveraging the Customer Base: Creating Competitive Advantage Through Knowledge Management In Management Science (2001)
Coauthor(s): Elie Ofek, Miklos Sarvary

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The Informational Role of Manufacturer Returns Policies: How They Can Help in Learning the Demand In Marketing Letters (2001)
Coauthor(s): Miklos Sarvary, V. Padmanabhan

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Global Diffusion of Technological Innovations: A Coupled-Hazard Approach In Journal of Marketing Research (2000)
Coauthor(s): Marnik Dekimpe, Philip M. Parker, Miklos Sarvary

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"Globalization": Modeling Technology Adoption Timing Across Countries In Technological Forecasting and Social Change (2000)
Coauthor(s): Marnik Dekimpe, Philip M. Parker, Miklos Sarvary

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When and How Is the Internet Likely to Decrease Price Competition? In Marketing Science (1999)
Coauthor(s): R. Lal, Miklos Sarvary

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Knowledge Management and Competition in the Consulting Industry In California Management Review (1999)
Coauthor(s): Miklos Sarvary

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Staged Estimation of International Diffusion Models: An Application to Global Cellular Telephone Adoption In Technological Forecasting and Social Change (1998)
Coauthor(s): Marnik Dekimpe, Philip M. Parker, Miklos Sarvary

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Formulating Dynamic Strategies Using Decision Calculus In European Journal of Operational Research (1997)
Coauthor(s): Philip M. Parker, Miklos Sarvary

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Marketing Information: A Competitive Analysis In Marketing Science (1997)
Coauthor(s): Miklos Sarvary, Philip M. Parker

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The Signalling Impact of Low Introductory Price on Perceived Quality and Trial In Marketing Letters (1997)
Coauthor(s): N. Dawar, Miklos Sarvary

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A Note on Typicality and Utility In Hungarian Economic Review (1995)
Coauthor(s): Miklos Sarvary

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Books

Gurus and Oracles: The Marketing of Information (2012)
Coauthor(s): Miklos Sarvary

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Chapters

Cultural Evolution in a Population of Heterogeneous Agents In Complex Networks of Economic Interactions: Essays in Agent-Based Economics and Econophysics (2006)
Coauthor(s): Gábor Fáth, Miklos Sarvary

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Multimarket and Global Diffusion In New-Product Diffusion Models (2000)
Coauthor(s): Marnik Dekimpe, Philip M. Parker, Miklos Sarvary

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Working papers

Agenda Chasing and Contests Among News Providers (2014)
Coauthor(s): Zsolt Katona, Jonathan Knee, Miklos Sarvary

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Social and Location Effects in Mobile Advertising (2014)
Coauthor(s): Peter Zubcsek, Zsolt Katona, Miklos Sarvary

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In The News

Magazine articles

"Big Data" vs. Quality Information: The Peculiarities of Information Markets In The European Business Review (2013)
Coauthor(s): Miklos Sarvary

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Making Mobile Ads That Work In Harvard Business Review (2013)
Coauthor(s): Stephen Bart, Miklos Sarvary

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The Metaverse: TV of the Future? In Harvard Business Review (2008)
Coauthor(s): Miklos Sarvary

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