Ronald Goettler

Bio

Before joining the Simon School in 2012, Ronald Goettler was an Assistant Professor of Marketing at the University of Chicago.

Teaching Interests

Economics, Marketing, Strategy, and Entrepreneurship

Research Interests

Professor Goettler’s research spans quantitative marketing, industrial organization, and finance, with an emphasis on structural econometric methods to understand consumer and firm behavior. He is particularly interested in high-tech industries, focusing on the relationship between competition and innovation and on the marketing of new products. Goettler’s research has been published in various academic journals including the Journal of Political Economy, the RAND Journal of Economics, and the Journal of Marketing Research. His paper, “Equilibrium in a Dynamic Limit Order Market,” which appeared in the Journal of Finance, was nominated for the journal’s Smith-Breeden Prize and won the NYSE award for the best paper on equity trading at the 2004 Western Finance Association Meeting.

Professional History

Professor of Economics, Marketing and Entrepreneurship

University of Rochester, Simon Business School

July 2014 -

Senior Associate Dean for Faculty and Research

University of Rochester-Simon Business School

July 2014 -

James N. Doyle, Sr. Professor of Entrepreneurship

University of Rochester-Simon School of Business

October 2012 -

Assistant Professor of Marketing

University of Chicago-Booth School of Business

2008 - 2012

Associate Professor of Economics

Carnegie Mellon University-Tepper School of Business

2005 - 2008

Assistant Professor of Economics

Carnegie Mellon University-Tepper School of Business

1999 - 2005

Instructor of Economics

Carnegie Mellon University-Tepper School of Business

1997 - 1999

Education

Yale University - 1999

Ph D

Economics

Yale University - 1996

Other

Masters - Philiosophy

Economics

Yale University - 1994

MA

Economics

Miami University - 1990

BA

Economics

Publications

2014

Competition and Product Innovation in Dynamic Oligopoly

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: Quantitative Marketing and Economics / Springer

Volume: 12

Issue: 1

2012

New Drug Diffusion when Forward-Looking Physicians Learn from Patient Feedback and Detailing

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: Jounral of Marketing Research

Volume: 49

Issue: 6

2011

Does AMD spur Intel to innovate more?

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: Journal of Political Economy

Volume: 119

Issue: 6

2011

Tariff Choice with Consumer Learning and Switching Costs

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: Journal of Marketing Research

Volume: 48

Issue: 4

2009

Informed Traders and LImit Order Markets

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: Journal of Financial Economics

Volume: 93

Issue: 1

2005

Cofinancing to Manage Risk in the Motion Picture Industry

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: Journal of Economics and Management Strategy

Volume: 14

Issue: 2

2005

Equilibrium in a Dynamic Limit Order Market

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: Journal of Finance

Volume: 60

Issue: 5

2002

Structural Applications of teh Discrete Choice Model

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: Marketing Letters

Volume: 13

Issue: 3

2001

Spatial Competition in the Network Television Industry

Contribution Type: Journal Article, Academic Journal

Journal/Publisher/Proceedings Publisher: RAND Journal of Economics

Volume: 32

Issue: 4

Current Research Programs

Advertising Rates, Audience Composition, and Competition in the Network Television Industry

We estimate the relationship between advertising prices on prime-time network television and audience size and composition. Hedonic analysis reveals a price premium for (a) viewers from large audiences, (b) viewers 35--49 years old, and (c)~viewers from homogeneous audiences. We analyze the optimal scheduling of prime-time shows using the viewer-choice model of Goettler and Shachar~(2001) to predict show ratings for each demographic segment. Optimal schedules increase revenue by about 17 percent for each network when competitors'' schedules are fixed. The gains are similar in equilibrium of the scheduling game because the increased use of counter-programming and nightly homogeneous-programming benefits the networks as a whole at the expense of non-viewing and non-network alternatives.

Innovation Equity

Evaluate the equity value of innovations in the microprocessor industry.