Yakov Bart
Curriculum Vitae

Assistant Professor of Marketing
Research Fellow, INSEAD Emerging Markets Institute

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 analyzes the impact of new digital technologies and social media on advertising effectiveness and competitive marketing strategies in various settings. Some of Yakov’s current work centers on understanding the role of soliciting and providing online product reviews, studying word-of-mouth spillover effects, and exploring the strategic implications of new business models (such as daily deals platforms) and new marketing communication tools (such as mobile advertising). 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.

Industry & Academic Experience

Professor Bart has done research, teaching and consulting throughout North America, Europe and Asia. His research has been presented at numerous academic and business conferences across the globe, including the World Knowledge Forum. Professor Bart 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, Yakov has worked with numerous companies, including 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, Professor Bart 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

Ad Hoc Journal Reviewer: 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

Conference Reviewer: 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)

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

Winner, Decision Analysis Special Recognition Award (2014)

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

Award, Outstanding Teaching in Executive Education Programs at INSEAD (2014)

Overall Winner, ECCH Award for the overall best-selling case study across business disciplines (2012)

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

Award, Google-WPP Marketing Research (2010)


Selected Publications

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

Chae, I., Stephen, A., Bart, Y., Yao, D. (2016). Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns, Marketing Science, Forthcoming.

Aksoy, L., Kunz, W., Bart, Y., Heinonen, K., Kabaday, S., Villarroel Ordenes, F., Sigala, M., Theodoulidis, B., Diaz, D. (2016). Customer Engagement in a Big Data World, Journal of Services Marketing, Forthcoming.

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

More Media Appearances