Zsolt Katona

Zsolt Katona is Cheryl and Christian Valentine Professor at the Haas School of Business. Katona joined Berkeley Haas in 2008 as an assistant professor of marketing. His research focuses on online marketing strategy, networks, and social media. He studies how firms can better take advantage of new digital technologies and how they can integrate them into their marketing mix. Katona is faculty director of the Fisher Center for Business Analytics at the Haas School. He was named a Marketing Science Institute Scholar awardee and was a Barbara and Gerson Bakar Faculty Fellow. He is associate editor of the journals Management Science and Marketing Science, and serves on the editorial board of the International Journal of Research in Marketing. Before joining Berkeley Haas, Katona received his PhD in management (marketing) from INSEAD. He also holds a PhD in computer science and an MSc in Mathematics, Eotvos Lorand University, Hungary.

Education

• PhD, Management (Marketing), INSEAD, France
  
• PhD, Computer Science, Eotvos Lorand University, Hungary
  
• MSc, Mathematics, Eotvos Lorand University, Hungary
  

Positions Held

• At Haas since 2008
  
• 2008 – present, Assistant Professor of Marketing, Haas School of Business
  

External Service and Assignments

• Ad-hoc reviewer: Marketing Science; Journal of Marketing Research

Current Research and Interests

• Online marketing
• Search advertising
• Network economics
• Social networks

Selected Papers and Publications

Zsolt Katona, Jonathan Knee, and Miklos Sarvary. Agenda Chasing and Contests among News Providers. RAND Journal of Economics. 2017

Peter Zubcsek, Zsolt Katona, and Miklos Sarvary. Predicting Mobile Advertising Response Using Consumer Co-Location Networks. Journal of Marketing. 2017

Ganesh Iyer and Zsolt Katona. Competing for Attention in Social Communication Markets. Management Science. 2016

Zsolt Katona. Democracy in Product Design: Consumer Participation and Differentiation Strategies. Quantitative Marketing and Economics. 2015

Peter Zubcsek, Imran Chowdhury and Zsolt Katona. Information Communities: The Network Structure of Communication. Social Networks. 2014

Zsolt Katona and Miklos Sarvary. Maersk Line: B2B Social Media – ‘It’s Communication, Not Marketing”. California Management Review. 2014

Ron Berman and Zsolt Katona. The Role of Search Engine Optimization in Search Rankings. Marketing Science. 2013

Chrysanthos Dellarocas, Zsolt Katona and William Rand. Media, Aggregators and the Link Economy: Strategic Hyperlink Formation in Content Networks. Management Science. 2013

Kaifu Zhang and Zsolt Katona. Contextual Advertising. Marketing Science. 2012

Gyula O.H. Katona, Gyula Y. Katona, and Zsolt Katona. Most Probably Intersecting Families of Subsets. Combinatorics, Probability and Computing. 2012

Zsolt Katona and Miklos Sarvary. Network Formation and the Structure of the Commercial World Wide Web,” with Miklos Sarvary. Marketing Science. 2008

Honors and Awards

• MSI Alden G. Clayton Doctoral Dissertation Proposal Competition Winner, 2007
• Sasakawa Young Leaders Fellowship, 2007
• Association for Consumer Research Best Working Paper Award, 2006
• AMA Sheth Foundation Doctoral Consortium Fellow, 2006