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Tepper School of Business
Associate Professor of Marketing and Strategy




POS - Posner Hall - Room 356




University of Southern California - Ph D - 2009
University of Southern California - MA - 2006
The George Washington University - BBA - 2002


Personal Website


Tim Derdenger is an Associate Professor of Marketing and Strategy at Carnegie Mellon’s Tepper School of Business and was the the Frank and Helen Risch Faculty Development Professor in Business for AYs 2014-2016. Professor Derdenger also coordinates the Technology Leadership Track for Tepper MBA students who''s interest lead them to employment in technology firms. Prior to Carnegie Mellon, Tim earned his Ph.D. in Economics from the University of Southern California and a B.B.A. from The George Washington University. His research interests are divided into two areas: the study of high-technology and sports markets. Within these markets his research focuses on the marketing and strategy associated with a given product or product line. He has publications in Journal of Marketing Research, Marketing Science, Management Science, Customer Needs and Solutions, and Quantitative Marketing and Economics. He is also an avid golfer and a former four year collegiate golf scholarship recipient.


  • An Empirical Analysis of Consumer Purchase Behavior of Base Products and Add-ons

(author(s): Xiao Liu, Timothy Derdenger, Baohong Sun) Marketing Science

  • Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm Behavior

(author(s): Timothy Derdenger, Withala Rao, Gary Russell, Hemant Bhargava, Alan Cooke, Hwang Kim, Nanda Kumar, Irwin Levin, Yu Ma, Nitin Mehta, John Pracejus, R Venkatesh) Customer Needs and Solutions

  • Firms'' Strategic Leverage of Unplanned Exposure: An Analysis in the Context of Celebrity Endorsements

(author(s): Timothy Derdenger, Hui Li, Kannan Srinivasan) Journal of Marketing Research

  • Technological Tying and the Intensity of Price Competition: An Empirical Analysis of the Video Game Industry

Quantitative Marketing & Economics 12(2), 2014; 1-39

  • The Dynamic Effects of Bundling as a Product Strategy

(author(s): Timothy Derdenger, Vineet Kumar) Marketing Science 32(6), 2013; 827-859

  • Mixed Bundling in Two-Sided Markets in the Presence of Installed Base Effects

(author(s): Timothy Derdenger, Yong Chao) Management Science 59(8), 2013; 1904-1926

  • Economic Value of Celebrity Endorsements: Tiger Woods'' Impact on Sales of Nike Golf Balls

(author(s): Timothy Derdenger, Kannan Srinivasan, Kevin Chung) Marketing Science 32(2), 2013; 271-293


  • Linear vs Non-Linear Television: The Role Release Timing Plays in Signaling Product Quality

(author(s): Franco Berbeglia, Timothy Derdenger, Joseph Xu, Kannan Srinivasan)

  • A Conditional Choice Probability Estimator for Dynamic Discrete Choice Models with Aggregate Data

(author(s): Cheng Chou, Timothy Derdenger, Vineet Kumar)

  • Small Sample Properties of the Inclusive Value Approximation to Estimating Dynamic Discrete Choice Models with Aggregate Data

(author(s): Timothy Derdenger, Vineet Kumar)

  • Funding of Innovative Products: Exploring Early Investor Preferences

(author(s): Timothy Derdenger, Kannan Srinivasan)

  • Influencing Product Competition through Shelf Design

(author(s): Francisco Cisternas, Alan Montgomery, Timothy Derdenger)

  • Do Experts Buy what Celebrities Endorse? Tiger Woods’ Endorsement Effect on Amateur Golfers


  • Frank and Helen Risch - Frank and Helen Risch Faculty Development Professor in Business (2014)


  • Technology Leadership, Program Coordinator (2016 - )
  • Let''s Talk Tech Lunch Series, Student Event - Participation (2016 - )
  • Technology Innovation Challenge, Student Org Advisor (Non-Professional Org), Faculty Advisor for technology case competition (2015 - )
  • MEAC, Committee Member (2012 - )
  • Webinar, Alumni Event Presentation
  • Elliott Dunlap Smith Award, Committee Member
  • Welcome Weekend, Panelist
  • Silicon Valley Trek, Student Event - Presentation
  • Seattle Alumni Event, Alumni Event Presentation
  • Attendee, Graduation
  • Francis Walker Award for Academic Excellence in Strategic Planning, Committee Chair (2014 - 2016)
  • 2016 Alumni Reunion, Alumni Event Presentation
  • 2014 Alumni Reunion, Alumni Event Presentation
  • Marketing Recruiting, Chairperson (2012 - 2013)


  • Private Golf Club (October 2017)
  • Yum! Brand (May 2016)


  • Editorial Review Board Member, Marketing Science (2017 -)
  • Journal Article Reviewer, International Journal of Research in Marketing (January 2014 -)
  • Journal Article Reviewer, Journal of Marketing Research (January 2014 -)
  • Journal Article Reviewer, Review of Economic Studies (January 2013 -)
  • Journal Article Reviewer, Review of Economics and Statistics (January 2013 -)
  • Journal Article Reviewer, Management Science (January 2011 -)
  • Journal Article Reviewer, Marketing Science (January 2011 -)
  • Journal Article Reviewer, Rand Journal of Economics (January 2011 -)
  • Journal Article Reviewer, Information Economics and Policy (January 2010 -)
  • Journal Article Reviewer, International Economics Review (January 2010 -)
  • Session Chair, Marketing Science Conference, Structural Models of Sports Marketing (June 2012 - June 2012)


  • TECH STRATEGY (70465) 2017 Section: A
    2015 Section: A

  • TECHNOLOGY STRATEGY (73465) 2017 Section: A
    2015 Section: A

  • Technology Strategy (45872) 2017 Mini 4 Section: A, E
    2016 Mini 4 Section: A, E
    2015 Mini 4 Section: A, E

  • Marketing Management (45730) 2016 Mini 2 Section: F
    2016 Mini 3 Section: F
    2015 Mini 3 Section: F

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