Renana Peres () is an Israeli researcher and a faculty member at the Jerusalem School of Business Administration at the

Hebrew University of Jerusalem The Hebrew University of Jerusalem (HUJI; ) is an Israeli public university, public research university based in Jerusalem. Co-founded by Albert Einstein and Chaim Weizmann in July 1918, the public university officially opened on 1 April 1925. ...

. She serves as a Visiting Assistant Professor of Marketing at

The Wharton School The Wharton School ( ) is the business school of the University of Pennsylvania, a private Ivy League research university in Philadelphia. Established in 1881 through a donation from Joseph Wharton, a co-founder of Bethlehem Steel, the Wharton ...

University of Pennsylvania The University of Pennsylvania (Penn or UPenn) is a Private university, private Ivy League research university in Philadelphia, Pennsylvania, United States. One of nine colonial colleges, it was chartered in 1755 through the efforts of f ...

. Peres is the founding CEO of PerSay Ltd. She is a member of the Editorial Board of Journal of Marketing Research and

International Journal of Research in Marketing ''International Journal of Research in Marketing'' is a quarterly peer-reviewed academic journal published by Elsevier. It is an official journal of the European Marketing Academy and the editor-in-chief is Martin Schreier (Vienna University of Ec ...

and has published her research in top academic and practitioner journals in the fields of marketing and management.

Research

Peres' research focuses on different topics in the marketing field. These include

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

word-of-mouth Word of mouth 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 person tells others a ...

, innovation diffusion and the evolution of markets for new products,

social networks A social network is a social structure consisting of a set of social actors (such as individuals or organizations), networks of dyadic ties, and other social interactions between actors. The social network perspective provides a set of meth ...

; complexity research and use of agent-based models for exploring market growth,

seeding The term seeding and related terms such as seeded are used in several different contexts: *Sowing, planting seeds in a place or on an object *Cloud seeding, manipulating cloud formations *Seeding (computing), a concept in computing and peer-to-pee ...

, industrial marketing, new product diffusion, B2B marketing, and CRM in growing markets. Peres' research on brands and word-of-mouth aims to comprehend and recognise the richness of the phenomenon. Her research project compares word-of-mouth in different channels and connects it to brand characteristics through the brands' categories, products and brand attributes. Peres analyzes both offline (face-to-face and phone conversations) and online (blogs, user forums, and Twitter) as a means of generating word-of-mouth advertising and addressing the scarcity of knowledge about the online/offline dynamic. Peres' research interests in physics focus on neural networks brain modeling. Prior to her research in marketing, Peres explored the usage of neural network models for describing learning phenomena in the human visual cortex. Then she moved to develop algorithms and systems for voice-based verification. Peres has published her works in leading journals such as ''

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 ...

'', ''

Journal of Marketing Research ''Journal of Marketing Research'' is a bimonthly peer-reviewed academic journal published by the American Marketing Association. It was established in 1964 and covers all aspects of marketing research. According to the ''Journal Citation Reports'', ...

'', ''International Journal of Research in ''Marketing'', Marketing Letters'' and ''The Economic Quarterly''.

Selected publications

Books

Eitan Muller Eitan Muller (; Israel) is an Israeli professor of marketing at Stern School of Business at New York University whose research focuses on diffusion of innovation, new products and tech, and monetization and pricing. Career Muller received his ...

, Renana Peres, and Vijay Mahajan (2009), ''Innovation Diffusion and New Product Growth'', Marketing Science Institute, relevant Knowledge Series, December 2009. The book offers a first full review of all classic and more recent diffusion models and focuses on the mechanisms that underlie new product growth. Specifically, the book focuses on current market trends such as information proliferation, globalization, competition, social networks, and growth in service markets.MSI Insights: Relevant Knowledge Series
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Selected articles

* Mitch Lovett, Ron Shachar and Renana Peres (2014) "A dataset of brands and their characteristics," ''Marketing Science''. * Renana Peres (2014
"The impact of network characteristics on the diffusion of innovations,”
(2014) Physica A, 402 330-343. * Mitch Lovett, Renana Peres, and Ron Shachar (2013
"On Brands and Word-of-Mouth"
''Journal of Marketing Research'', 50 (4) 427-444. * Stefan Stremersch, Renana Peres and

(2010)
"Does New Product Growth Accelerate Across Technology Generations?"
''Marketing Letters'', 21 (2) 103-120. *

Barak Libai Barak Libai (; Israel) is a Professor of Marketing at the Arison School of Business at Reichman University. Libai’s research focusses on the strategic importance of Customer profitability, Word of mouth and other social effects on profitabilit ...

and Renana Peres (2009)
"The Diffusion of Services"
''Journal of Marketing Research'', 46 (2) 163-175. Final nominee for the Paul Green award. *

and Renana Peres (2005)
"The Role of Seeding in Multi-Market Entry"
''International Journal of Research in Marketing'', 22(4), 375-393.

Business leadership

After completing her Masters in Physics, Peres worked as a process engineer at

Intel Intel Corporation is an American multinational corporation and technology company headquartered in Santa Clara, California, and Delaware General Corporation Law, incorporated in Delaware. Intel designs, manufactures, and sells computer compo ...

in Jerusalem. In 1995, she joined

Comverse Technology Comverse Technology, Inc. was a technology company located in Woodbury, New York in the United States, that developed and marketed telecommunications software. The company focused on providing value-added services to telecommunication service p ...

as the head of research group at the Signal-Processing Department, and later was appointed the director of marketing of speech technologies and signal processing. The strength and sustainability of the voice-based technology she developed at Comverse led Peres to establish PerSay Ltd in 1999, a company that focuses on developing, promoting and marketing speaker recognition technologies. PerSay, which was a subsidiary of Comverse, develops systems which perform voice-based authentication of subscribers in applications of direct banking, telecommunication, and e-commerce. The company's products are server systems, based on unique in-house technology, and involve voice processing algorithms, hardware, and complex software architecture. Peres was the founder and CEO from 1999 to 2001. PerSay was acquired by

Nuance Communications Nuance Communications, Inc. is an American multinational computer software technology corporation, headquartered in Burlington, Massachusetts, that markets speech recognition and artificial intelligence software. Nuance merged with its comp ...

in 2010.

References

External links

Personal page on the Jerusalem School of Business Administration at the Hebrew University of Jerusalem website
*
The fourth Israeli Presidential Conference, 2012. Lecture at the panel: Homoconnecticus: Technological Evolution or Social Revolution?

The fifth Israeli Presidential Conference, 2013. Panel: Has Traditional Media Been Caught in the Web?

Prof. Peres' appearance on the Israeli current affairs news show on the Israeli channel 10, April 2014
{{DEFAULTSORT:Peres, Renana Academic staff of the Hebrew University of Jerusalem 21st-century Israeli businesswomen 21st-century Israeli businesspeople Hebrew University of Jerusalem alumni Living people Year of birth missing (living people)