Yakov Bart
Curriculum Vitae

Assistant Professor of Marketing and Joseph G. Riesman Research Professor
Research Fellow, INSEAD Emerging Markets Institute
Affiliate Scholar, University of Oxford Future of Marketing Initiative

Yakov Bart

202G Hayden Hall
Northeastern University
360 Huntington Avenue
Boston, Massachusetts 02115-5000




Ph.D., Business Administration (Marketing), Haas School of Business, University of California at Berkeley
M.S., Business Administration, Haas School of Business, University of California at Berkeley
S.M., Operations Research, MIT
Diploma, Mathematics, Moscow State University

Research & Teaching Interests

Professor Bart’s research has focused on two streams of inquiry. The first (primary) stream is related to the marketing implications of new and emerging digital technologies in various industries and settings, and broadly focuses on understanding the drivers of marketing effectiveness and customer engagement in e-commerce (e.g., role of consumer trust), when using new digital marketing channels (e.g., mobile advertising) and new digital marketing promotion instruments (e.g., seeded word-of-mouth campaigns, user-generated content, influencer marketing), and under new digital business models (e.g., data-driven behavioral targeting, online-to-offline commerce, smart products). The secondary stream is related to decision making under risk in several domains, including exploding offers, consumer finance, and gambling.

Professor Bart has been teaching undergraduate, MBA and Executive Education courses in Marketing Management, Digital Marketing, Social Media Marketing, Market Driving Strategies, and Brand Management. His pedagogical materials have been widely used in business education, including an award-winning bestseller case study on Renova Paper. Professor Bart has also co-authored a digital textbook Social Media Marketing: Principles and Strategies.

Industry & Academic Experience

Professor Bart has done research, teaching and consulting throughout North America, Europe, Asia and Australia. His research has been funded with multiple research awards and grants, presented at numerous academic conferences across the globe, and published in leading marketing and management journals, including Marketing Science, Journal of Marketing Research, Journal of Marketing, Management Science, Decision Analysis, Journal of Interactive Marketing and Harvard Business Review. Professor Bart is a frequent speaker on digital marketing and social media at international business summits and industry events, including the World Knowledge Forum. He has taught courses and delivered executive training in Bangladesh, France, Russia, Singapore, Taiwan, the UK and across the United States. Across various parts of the world, Professor Bart has worked with such industry leaders as American Express, General Motors, Google, Havas, Intel, Kantar Media, LVMH, Nielsen, NPD Group, Sberbank, and WPP. Prior to joining the D'Amore-McKim School of Business, he served as assistant professor at INSEAD and visiting faculty at the Wharton School, University of Pennsylvania.

Services to the Profession

Associate Editor for the 2017 AMA Winter Marketing Academic Conference

Co-Chair for Brand Management & Integrated Marketing Communications Track at the 2016 AMA Summer Marketing Academic Conference

Reviewer for Awards and Grants: Israel Science Foundation, Social Sciences and Humanities Research Council of Canada – Insight Grants, Shankar-Spiegel Award for Best Dissertation Proposal in Direct/Interactive Marketing, Russian Management Journals Ranking (New Economic School), Higher School of Economics Research Grant Competition

Reviewer for Journals: Marketing Science, Journal of Marketing Research, Management Science, Journal of Marketing, International Journal of Research in Marketing, Information Systems Research, Journal of Interactive Marketing, Journal of the Association for Consumer Research, Journal of Consumer Behavior, European Journal of Marketing, Marketing Letters, Sloan Management Review, PLOS ONE

Reviewer for Conferences: Association for Consumer Research Conference, AMA Winter Marketing Academic Conference, AMA Summer Marketing Academic Conference, World Marketing Congress, Marketing EDGE Research Summit

Awards & Recognition

Joseph G. Riesman Research Professorship, D’Amore-McKim School of Business (2017-19)

TIER 1 Interdisciplinary Research Seed Grant, Northeastern University (2017-18)

Knowledge Exchange Program Award from NSF Northeast Big Data Innovation Hub (2016)

MSI Research Grants (2015, 2016)

Winner of MSI Research Competition on Social Interactions and Social Media Marketing (2014)

Decision Analysis Best Paper Award (2014)

INSEAD Awards for Outstanding Teaching in Executive Education Programs (2013-15)

ECCH Award for Overall Best Selling case study across business disciplines (2012)

Wharton-INSEAD Center for Global Research and Education Award (2011)

ECCH Best Selling Case Awards (2010-13)

Google-WPP Marketing Research Award (2010)

INSEAD R&D Research Grants (2009-15)

Yakov Bart is regularly featured in News@Northeastern and Leaders at Work.


Selected Publications

Gardete, P., Bart, Y. (2017). Tailored Cheap Talk, Working Paper.

Li, H., Shen, Q., Bart, Y. (2016). Local Market Characteristics and Online-to-Offline Commerce: An Empirical Analysis of Groupon, Management Science, Forthcoming.

Verhoef, P.C., Stephen, A.T., Kannan, P.K., Luo, X., Abhishek, V., Andrews, M., Bart, Y., Datta, H., Fong, N.M., Hoffman, D.L., Hu, M., Novak, T., Rand, W., Zhang, Y. (2017). Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products, Journal of Interactive Marketing, 40, November 2017, 1-8.

Chae, I., Stephen, A., Bart, Y., Yao, D. (2017). Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns, Marketing Science, 36(1), 89-104

Aksoy, L., Kunz, W., Bart, Y., Heinonen, K., Kabaday, S., Villarroel Ordenes, F., Sigala, M., Theodoulidis, B., Diaz, D. (2017). Customer Engagement in a Big Data World, Journal of Services Marketing, 31(2), 161-171

Grewal, D., Bart, Y., Spann, M., Zubcsek, P. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, 34, May 2016, 3-14.
* Listed on SSRN's Top Ten download list for Internet Marketing & E-Commerce.

Lau, N., Bart, Y., Bearden N., Tsetlin I. (2014). Exploding Offers Can Blow Up in More than One Way. Decision Analysis, 11(3), 171-188.
* Winner of 2014 Decision Analysis Special Recognition Award.

Bart, Y., Stephen, A., Sarvary, M. (2014). Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions. Journal of Marketing Research, 51(3), 270-285.
* Included in 2014 “Must-Read for Marketers” list by MSI’s Academic Trustees, over 1,000 SSRN downloads.

Stephen, A., Bart, Y., Sarvary, M. (2013). Making Mobile Ads That Work. Harvard Business Review, December, 32.

Bart, Y., Shankar V., Sultan F., Urban G.L. (2005). Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large Scale Exploratory Empirical Study. Journal of Marketing, 69(4), 133-152.
* Over 1,000 citations.

Selected Media Appearances

June 18, 2017

Breweries worry about Anheuser-Busch InBev's stake in RateBeer site

ZX Ventures, an incubator owned by Anheuser-Busch Inbev, recently purchased a minority stake in RateBeer.com, a popular beer review website. Some smaller craft beer makers now worry if the site will become partial to the beer giant and others like it. Yakov Bart comments on the influence online customer ratings can have for businesses for The New York Times.

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More Media Appearances