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Olivier Toubia: Marketing

Biography

Columbia Business School
Glaubinger Professor of Business

Biography

Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research focuses on various aspects of innovation (including idea generation, preference measurement, and the diffusion of innovation), social networks and behavioral economics. He teaches a course on Customer-Centric Innovation and the core marketing course, in the MBA and Executive MBA programs. He received his MS in Operations Research and PhD in Marketing from MIT.

Teaching

Fall 2017

Research to Revenue (MBA)

Spring 2017

Customer Centric Innovation (EMBA)

Fall 2016

Research to Revenue (MBA)
Marketing (MBA)

Summer 2016

Customer Centric Innovation (EMBA)

Spring 2016

Marketing (MBA)
Research to Revenue (MBA)

Spring 2015

Marketing (MBA)
Customer Centric Innovation (EMBA)

Fall 2014

Customer Centric Innovation (EMBA)

Spring 2014

Marketing: Innovation through Customer Centricity, Part II (MBA)

Fall 2013

Customer Centric Innovation (EMBA)

Summer 2013

Managing Marketing Programs (MBA)
Marketing Strategy (EMBA)

Spring 2013

Managing Marketing Programs (MBA)
Customer Centric Innovation (EMBA)
Managing Marketing Programs (MBA)

Columbia Caseworks cases

A Lead User Template: Unlocking the Value of PWD (2013)
Coauthor(s): Nithya Raman , Olivier Toubia

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Deal or No Deal? Pricing Strategies for the Subprime Auto Buyer GM (2011)
Coauthor(s): Trevor Harris, Olivier Toubia

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Cheyef Halak: Driving Social Change in Lebanon (2012)
Coauthor(s): Asim Ansari, Kamel Jedidi, Ziad Naamani, Scott Shriver, Olivier Toubia

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Word-of-Mouth Marketing: SheSpeaks (2010)
Coauthor(s): Olivier Toubia

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VerTerra (2009)
Coauthor(s): Olivier Toubia

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Montclair Video (2010)
Coauthor(s): Raghuram Iyengar, Kamel Jedidi, Olivier Toubia

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Glaubinger Tree Farm (2010)
Coauthor(s): Olivier Toubia

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SoleMates (A&B) (2007)
Coauthor(s): Olivier Toubia

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Bugaboo International (2008)
Coauthor(s): Jonathan Levav, Olivier Toubia

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Research

Journal articles

Idea Generation, Creativity, and Prototypicality In Marketing Science (forthcoming)
Coauthor(s): Olivier Toubia, Oded Netzer

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Affect as an Ordinal System of Utility Assessment In Organizational Behavior and Human Decision Processes (2015)
Coauthor(s): Michel Tuan Pham, Ali Faraji-Rad, Olivier Toubia, Leonard Lee

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A Bounded Rationality Model of Information Search and Choice in Preference Measurement In Journal of Marketing Research (2015)
Coauthor(s): Cathy Yang, Olivier Toubia, Martijn De Jong

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The Future of Quantitative Marketing: Results of a Survey In Customer Needs and Solutions (2015)
Coauthor(s): Donald Lehmann, Oded Netzer, Olivier Toubia

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Improving Penetration Forecasts Using Social Interactions Data In Management Science (2014)
Coauthor(s): Olivier Toubia, Jacob Goldenberg, Rosanna Garcia

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Dynamic Experiments for Estimating Preferences: An Adaptive Method of Eliciting Time and Risk Parameters In Management Science (2013)
Coauthor(s): Olivier Toubia, Eric Johnson, Theodoros Evgeniou, Philippe Delquie

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Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter? In Marketing Science (2013)
Coauthor(s): Olivier Toubia, Andrew Stephen

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Measuring Consumer Preferences Using Conjoint Poker In Marketing Science (2012)
Coauthor(s): Olivier Toubia, Martijn De Jong, Daniel Stieger, Johann Fueller

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Deriving Value from Social Commerce Networks In Journal of Marketing Research (2010)
Coauthor(s): Andrew T. Stephen, Olivier Toubia

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Disjunctions of Conjunctions, Cognitive Complexity, and Consideration Sets In Journal of Marketing Research (2010)
Coauthor(s): John Hauser, Olivier Toubia, Theodoros Evgeniou, Rene Befurt, Daria Dzyabura

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The Silver Lining Effect: Formal Analysis and Experiments In Management Science (2009)
Coauthor(s): Peter Jarnebrant, Olivier Toubia, Eric Johnson

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Explaining the Power-Law Degree Distribution in a Social Commerce Network In Social Networks (2009)
Coauthor(s): Andrew T. Stephen, Olivier Toubia

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Marketing and Innovation Management: An Integrated Perspective In Foundations and Trends in Marketing (2009)
Coauthor(s): Elie Ofek, Olivier Toubia

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Beyond Conjoint Analysis: Advances in Preference Measurement In Marketing Letters (2008)
Coauthor(s): Oded Netzer, Olivier Toubia, Eric Bradlow, Ely Dahan, Theodoros Evgeniou, Fred Feinberg, Eleanor Feit, Sam Hui, Joseph Johnson, John Liechty, James Orlin, Vithala Rao

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Adaptive Idea Screening Using Consumers In Marketing Science (2007)
Coauthor(s): Olivier Toubia

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A Convex Optimization Approach to Modeling Consumer Heterogeneity in Conjoint Estimation In Marketing Science (2007)
Coauthor(s): Olivier Toubia

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Eliciting Consumer Preferences using Robust Adaptive Choice Questionnaires In IEEE Transactions on Knowledge and Data Engineering (2007)
Coauthor(s): Jacob Abernethy, Theodoros Evgeniou, Olivier Toubia, Jean-Philippe Vert

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On Managerially Efficient Experimental Designs In Marketing Science (2007)
Coauthor(s): Olivier Toubia, John Hauser

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Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application In Marketing Science (2007)
Coauthor(s): Olivier Toubia, John Hauser, Rosanna Garcia

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Idea Generation, Creativity, and Incentives In Marketing Science (2006)
Coauthor(s): Olivier Toubia

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The Impact of Utility Balance Endogeneity in Conjoint Analysis In Marketing Science (2005)
Coauthor(s): John Hauser, Olivier Toubia

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Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis In Journal of Marketing Research (2004)
Coauthor(s): John Hauser, Duncan Simester, Olivier Toubia

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Fast Polyhedral Adaptive Conjoint Estimation In Marketing Science (2003)
Coauthor(s): Olivier Toubia, Duncan Simester, John Hauser, Ely Dahan

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Chapters

New Product Development In The Handbook of Technology Management, vol. 1 (2010)
Coauthor(s): Olivier Toubia

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Optimization-Based and Machine-Learning Methods for Conjoint Analysis: Estimation and Question Design In Conjoint Measurement: Methods and Applications, 4th edition (2008)
Coauthor(s): Olivier Toubia

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Working papers

Money Left on the Kitchen Table: Exploring Sluggish Mortgage Refinancing Using Administrative Data, Surveys, and Field Experiments (2015)
Coauthor(s): Eric Johnson, Stephan Meier, Olivier Toubia

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Affect as an Ordinal System of Utility Assessment (2014)
Coauthor(s): Michel Tuan Pham, Olivier Toubia

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Idea Generation, Creativity, and Prototypicality (2014)
Coauthor(s): Olivier Toubia, Oded Netzer

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Estimation of Risk and Time Preferences: Response Error, Heterogeneity, Adaptive Questionnaires, and Experiment Evidence from Mortgagers In Faculty & Research Working Paper (2010)
Coauthor(s): Olivier Toubia, Eric Johnson, Theodoros Evgeniou, Philippe Delquie

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Case studies

Bugaboo, International (2010)
Coauthor(s): Olivier Toubia

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Glaubinger Tree Farm (2010)
Coauthor(s): Olivier Toubia

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Montclair Video (2010)
Coauthor(s): Raghuram Iyengar, Kamel Jedidi, Olivier Toubia

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Word-of-Mouth Marketing: SheSpeaks (2010)
Coauthor(s): Olivier Toubia

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GreenWare (2008)
Coauthor(s): Olivier Toubia

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SoleMates (2008)
Coauthor(s): Olivier Toubia

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Ideas and Insights

Can Big Data Give us Big Ideas? (2016)

What Makes an Idea Creative? (2014)

In The News

Media Mentions

Ford''s Mustang Has a Problem: The New Mustang

Bloomberg News

How Dollar Shave Club''s Founder Built a $1 Billion Company That Changed the Industry

Entrepreneur

Awards And Honors

2007, MSI Young Scholar

invited to the 2007 Marketing Science Institute Young Scholars Conference

2006, John Little best paper award.

Toubia, Olivier (2006), "Idea generation, Creativity, and Incentives," Marketing Science, 25(5).

2005, John A. Howard Award

Toubia, Olivier, John R. Hauser, and Rosanna Garcia (2005), Generalized Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application.

2005, Frank Bass Award

Toubia, Olivier, Duncan I. Simester, John R. Hauser, and Ely Dahan (2003), Fast Poly-hedral Adaptive Conjoint Estimation, Marketing Science, 22, 3.

2004, Paul Green Award Finalist

Toubia, Olivier, John R. Hauser, and Duncan I. Simester (2004), Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis, Journal of Marketing Research, vol. XLI, p. 116-131.

2003, John Little Best Paper Award

Toubia, Olivier, Duncan I. Simester, John R. Hauser, and Ely Dahan (2003), Fast Poly-hedral Adaptive Conjoint Estimation, Marketing Science, 22, 3.

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