Faculty/Staff Current Students
Yakov Bart
Curriculum VitaeAssociate Professor of Marketing and Joseph G. Riesman Research Professor
Thomas E. Moore Faculty Fellow
Associate Fellow, Center for Emerging Markets
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

Yakov has done research, teaching, and consulting throughout North America, Europe, and Asia. His research examining marketing implications of new digital technologies and social media 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, and Harvard Business Review. Yakov won awards for the Best Paper published in Decision Analysis in 2014 and in Journal of Interactive Marketing in 2016.

Industry & Academic Experience

Yakov has received several awards for outstanding teaching in Executive Education programs, has taught undergraduate, MBA, and PhD courses, and delivered management training in Bangladesh, France, Russia, Singapore, Taiwan, the UK, and throughout the United States. His pedagogical materials have been widely used in business education, including an award-winning bestseller case study on Renova Paper. Yakov has also co-authored a digital textbook Social Media Marketing: Principles and Strategies. He was also named as one of the world’s top 40 undergraduate business school professors by Poets&Quants in 2017.

Yakov is a frequent speaker on digital marketing and social media at international business summits and industry events, including the World Knowledge Forum. He 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 Northeastern University, he was a marketing professor at INSEAD and visiting faculty at the Wharton School.

Services to the Profession

Poster Co-chair for the 2018 AMA Winter Marketing Academic Conference

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

Book reviewer for MIT Press and Oxford University Press

Reviewer for Awards and Grants: MSI Alden G. Clayton Doctoral Dissertation Proposal Competition, Shankar-Spiegel Award for Best Dissertation Proposal in Direct/Interactive Marketing, Israel Science Foundation, Social Sciences and Humanities Research Council of Canada – Insight Grants, New Economic School and Higher School of Economics Research Grant Competitions.

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

Thomas E. Moore Faculty Fellowship, D’Amore-McKim School of Business (2017-22)

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

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

Recognized as one of the 40 Best Undergraduate Business Professors by Poets & Quants (2017)

Research Award from the Center for Emerging Markets at D’Amore-McKim School of Business (2017)

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

Journal of Interactive Marketing Best Paper Award (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. (2018). Tailored Cheap Talk: The Effects of Privacy Policy On Ad Content and Market Outcomes, Marketing Science, Forthcoming.

Li, H., Shen, Q., Bart, Y. (2018). Local Market Characteristics and Online-to-Offline Commerce: An Empirical Analysis of Groupon, Management Science, 64(4), 1860-1878.

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