Takeaki Sunada

My research interests include Industrial organization, Econometric modeling, Quantitative marketing and Data analytics. In my dissertation, I develop an empirical framework to evaluate how information goods providers should design a trial version of their product. I focus on customer learning-by-using and build a model that embeds a customer’s durable goods adoption decision in a Bayesian learning framework. Using a data set of videogame users’ play records, I estimate factors that influence the trade-offs the firm faces in designing a trial and find the optimal trial configuration.

I plan to further explore managerial implications in areas such as subscription-based products and “freemium” strategies. I also envision using model-based analyses in other environments to study customers' strategic behavior and competitive strategy. Aside from information goods, I am well informed about airline, hotel, and credit card industries. I believe that applying economic models to typical observational data from marketing provides novel managerial implications.

RESEARCH INTERESTS

Quantitative marketing, Econometric modeling, Industrial organization, Information goods, Product design

RESEARCH INTERESTS

Quantitative marketing, Econometric modeling, Industrial organization, Information goods, Product design

EDUCATION

• University of Pennsylvania - 2019 Ph D Economics
• University of Tokyo - 2013 MS Economics
• University of Tokyo - 2011 BA Economics