Barak Libai ( he, ברק ליבאי;

Israel Israel (; he, יִשְׂרָאֵל, ; ar, إِسْرَائِيل, ), officially the State of Israel ( he, מְדִינַת יִשְׂרָאֵל, label=none, translit=Medīnat Yīsrāʾēl; ), is a country in Western Asia. It is situated ...

) is a

Professor Professor (commonly abbreviated as Prof.) is an academic rank at universities and other post-secondary education and research institutions in most countries. Literally, ''professor'' derives from Latin as a "person who professes". Professor ...

Marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...

at the Arison School of Business at

Reichman University Reichman University ( he, אוניברסיטת רייכמן) is Israel's only private university, located in Herzliya, Tel Aviv District. It was founded in 1994 as the IDC Herzliya private college, before being rebranded in 2021. It receives n ...

. Libai’s research focusses on the strategic importance of Customer profitability,

Word of mouth Word of mouth, or ''viva voce'', is the passing of information from person to person using oral communication, which could be as simple as telling someone the time of day. Storytelling is a common form of word-of-mouth communication where one ...

and other social effects on profitability,

Customer retention Customer retention refers to the ability of a company or product to retain its customers over some specified period. High customer retention means customers of the product or business tend to return to, continue to buy or in some other way not defe ...

, and the

Diffusion of innovations Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book ''Diffusion of Innovations''; the boo ...

Career

Libai is the son of the late Avinoam Libai, an

aerospace engineering Aerospace engineering is the primary field of engineering concerned with the development of aircraft and spacecraft. It has two major and overlapping branches: aeronautical engineering and astronautical engineering. Avionics engineering is s ...

who was awarded the Israel Prize of

Engineering Engineering is the use of scientific method, scientific principles to design and build machines, structures, and other items, including bridges, tunnels, roads, vehicles, and buildings. The discipline of engineering encompasses a broad rang ...

research, and Yona Libai a lecturer of teacher education in various academic institutes. Libai received his

B.Sc A Bachelor of Science (BS, BSc, SB, or ScB; from the Latin ') is a bachelor's degree awarded for programs that generally last three to five years. The first university to admit a student to the degree of Bachelor of Science was the University of ...

Industrial Engineering and Management Industrial engineering is an engineering profession that is concerned with the optimization of complex processes, systems, or organizations by developing, improving and implementing integrated systems of people, money, knowledge, information an ...

from the Technion in 1990, and his MBA at Leon Recanati Graduate School of Business Administration -

Tel Aviv University Tel Aviv University (TAU) ( he, אוּנִיבֶרְסִיטַת תֵּל אָבִיב, ''Universitat Tel Aviv'') is a public research university in Tel Aviv, Israel. With over 30,000 students, it is the largest university in the country. Locate ...

in 1993. In

1997 File:1997 Events Collage.png, From left, clockwise: The movie set of ''Titanic'', the highest-grossing movie in history at the time; ''Harry Potter and the Philosopher's Stone'', is published; Comet Hale-Bopp passes by Earth and becomes one of ...

, he completed his Ph.D. in

UNC Kenan–Flagler Business School The UNC Kenan–Flagler Business School is the business school of the University of North Carolina at Chapel Hill. Founded in 1919, the school was renamed to its current name in honor of Mary Lily Kenan and her husband, Henry Flagler, in 1991. ...

University of North Carolina The University of North Carolina is the multi-campus public university system for the state of North Carolina. Overseeing the state's 16 public universities and the NC School of Science and Mathematics, it is commonly referred to as the UNC Sys ...

at Chapel-Hill. Libai has held marketing academic positions at the

faculty of the Technion and the Faculty of

Management Management (or managing) is the administration of an organization, whether it is a business, a nonprofit organization, or a government body. It is the art and science of managing resources of the business. Management includes the activities ...

. In 2011 he moved to the Arison School of Business at the

. He was also a Visiting Associate Professor of Marketing at the

Massachusetts Institute of Technology The Massachusetts Institute of Technology (MIT) is a Private university, private Land-grant university, land-grant research university in Cambridge, Massachusetts. Established in 1861, MIT has played a key role in the development of modern t ...

Sloan School of Management.

Research

Libai's research focusses on the intersection of

Customer Profitability Analysis Customer Profitability Analysis (in short CPA) is a management accounting and a credit underwriting method, allowing businesses and lenders to determine the profitability of each customer or segments of customers, by attributing profits and costs to ...

, the

, and the impact analysis of the social influence of customers. His research shows the role of

Customer equity Customer equity is the total combined customer lifetime values of all of the company's customers.Fripp. G (2014Guide to Customer Lifetime Value/ref> It is calculated by multiplying the number of customers by the average value of each customer. Cus ...

, the sum of the individual lifetime value of customers, as one of the most important business measures of the firm and a key parameter to any customer-related resource allocation. Libai's research focuses on customer social value, ways to assess it, and how it can influence managerial decision-making. His work has also examined various ways in which social influence namely

word of mouth Word of mouth, or ''viva voce'', is the passing of information from person to person using oral communication, which could be as simple as telling someone the time of day. Storytelling is a common form of word-of-mouth communication where one ...

, network effects,

imitation Imitation (from Latin ''imitatio'', "a copying, imitation") is a behavior whereby an individual observes and replicates another's behavior. Imitation is also a form of that leads to the "development of traditions, and ultimately our culture. ...

, and social norms (such as fashions) can affect the growth of new products and the profitability of the firm. Some of this work has examined how firms can proactively influence customer word of mouth as part of the marketing mix, for example, through seeding programs that target influencers or by

Referral programs Referral marketing is a word-of-mouth initiative designed by a company to incentivize existing customers to introduce their family, friends and contacts to become new customers. Different to pure word-of-mouth strategies which are primarily cu ...

. Other work dealt with various issues related to customer profitability particularly in new digital environments, such as models for the monetization of

mobile app A mobile application or app is a computer program or software application designed to run on a mobile device such as a phone, tablet, or watch. Mobile applications often stand in contrast to desktop applications which are designed to run on ...

s, the role of customer retention in the firm's profitability, and the network value products create. Libai is member of the editorial board of several academic journals including

Journal of Marketing The ''Journal of Marketing'' is a bimonthly scholarly journal that publishes peer-reviewed research in marketing. It is published by the American Marketing Association. Established in 1936, It is the fourth-oldest major journal covering marketing ...

, International Journal of Research in Marketing, Journal of Service Research, and

California Management Review ''California Management Review'' is a quarterly peer-reviewed academic journal on management that is affiliated with the Walter A. Haas School of Business at the University of California, Berkeley. It was established in 1958 and covers the field of ...

Published works

Libai has more than 89 publications, with an h-index of 30. (Partial List)

Books

Elie Ofek Elie Ofek is an Israeli-American economist currently at Harvard Business School. Published works Ofek has more than 290 publications, with an h-index of 50. (Partial List) Books * Elie Ofek, Barak Libai, Eitan Muller, Innovation Equity: Asses ...

, Barak Libai,

Eitan Muller Eitan Muller ( he, איתן מילר; Israel) is an Israeli professor of marketing at Stern School of Business at New York University and Arison School of Business at Reichman University. Muller's research focuses on diffusion of innovation, new ...

, Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services, University of Chicago Press, 2016 ''

Harvard Business School Harvard Business School (HBS) is the graduate business school of Harvard University, a private research university in Boston, Massachusetts. It is consistently ranked among the top business schools in the world and offers a large full-time MBA ...

Cases:'' * Elie Ofek, Barak Libai, Eitan Muller, Customer Lifetime Social Value (CLSV), 2021 * Elie Ofek, Barak Libai, Eitan Muller, Customer Management Dynamics and Cohort Analysis, 2020 * Elie Ofek, Barak Libai, Eitan Muller, Ride-Hailing Services: Forecasting Uber's Growth, 2019

Selected articles

* Appel, Gil, Barak Libai,

, Ron Shachar, On the Monetization of Mobile Apps, International Journal of Research in Marketing, 37, 2020, pp. 93–107 * Libai, Barak, Eitan Muller, Renana Peres, Decomposing the Value of Word of Mouth Seeding Programs: Acceleration Vs. Expansion, Journal of Marketing Research, April 2013, pp. 161–176 * Ostreicher-Singer, Gal, Barak Libai, Liron Sivan, Eyal Carmi and Ohad Yassin, The Network Value of Products, Journal of Marketing, 77(3), 2013 pp. 1–14. * Nitzan, Irit and Barak Libai, Social Effects on Customer Retention, Journal of Marketing, 75(6), 2011, pp. 24–38 * Libai, Barak,

, and

Renana Peres Renana Peres ( he, רננה פרס) is an Israeli researcher and a faculty member at the Jerusalem School of Business Administration at the Hebrew University of Jerusalem. She serves as a Visiting Assistant Professor of Marketing at The Wharton ...

, The Diffusion of Services, Journal of Marketing Research, 46 (1), 2009, pp. 163–175 * Hogan, John E., Katherine N. Lemon, and Barak Libai, What is the True Value of a Lost Customer?, Journal of Service Research, 5 (3), 2003, pp. 196–208 * Barak Libai,

Eyal Biyalogorsky Eyal Biyalogorsky (Hebrew: אייל בילוגורסקי; Israel) is a Professor of Marketing and Deputy Dean at the Arison School of Business at the Reichman University.

, Eitan Gerstner, Setting Referral Fees in Affiliate Marketing., Journal of Service Research - J SERV RES. 5, 2003, pp. 303–315 * Goldenberg, Jacob, Barak Libai, and

, Talk of the Network: A Complex System Look at the Underlying Process of Word of Mouth, Marketing Letters, 12(3), 2001, pp. 209–221

Awards and recognitions

Libai's work has won research prizes which include awards from the International Journal of Research in Marketing (2021),

Outstanding Reviewer Award (2019), Journal of Service Research Best Paper Award (2004), Buzzell Award by the Marketing Science Institute (2004), Best Service Article Award -

American Marketing Association The American Marketing Association (AMA) is a professional association for marketing professionals with 30,000 members as of 2012. It has 76 professional chapters and 250 collegiate chapters across the United States. The AMA was formed in from th ...

(2004), International Conference on Information Systems (ICIS) - Best Paper Award (2012), and the ESOMAR Excellence Award (2009).James Verrinder
ESOMAR announces 2009 Award Winners
Research Live, 2009

Personal life

Libai is married to Hila and a father of two of children.

References

External links

Prof. Barak Libai CV

Prof. Barak Libai
in

Website * {{DEFAULTSORT:Libai, Barak Academic staff of Reichman University UNC Kenan–Flagler Business School alumni Tel Aviv University alumni Technion – Israel Institute of Technology alumni Living people Year of birth missing (living people)