Olivier Toubia

Glaubinger Professor of Business and Faculty Director of The Eugene Lang Entrepreneurship Center, Columbia Business School, Columbia University

Olivier Toubia


Ph.D., marketing, Sloan School of Management, Massachusetts Institute of Technology; M.S., operations research, Massachusetts Institute of Technology

Summary of Experience

Professor Toubia has marketing expertise in the areas of innovation and new product development, with a specific emphasis on market research, behavioral economics, preference measurement, and customer choice models. Professor Toubia's research is primarily focused on studying how firms can optimize their interactions with customers. For example, he has used polyhedral adaptive choice-based conjoint analysis to develop marketing strategy and assessed the comparative value of promotional efforts launched through online social communities versus traditional direct-mail campaigns. Professor Toubia has conducted numerous surveys for litigation, including conjoint studies, involving smartphone, set-top boxes, consumer packaged goods, medical equipment, and perceptions of employment status. He has been deposed and testified at an arbitration matter. Professor Toubia's research has been published in a variety of marketing outlets, and he has been honored with two John D.C. Little Best Paper Awards. He has also worked with Applied Marketing Science on the development of IDEALYST®, an online idea generation and group brainstorming tool that has been used by numerous corporations to enhance output and creativity through the use of incentives. Professor Toubia is an associate editor of several publications, including the Journal of Consumer Research, Management Science, Operations Research, and Marketing Science; he is also a member of the editorial boards of two marketing journals, International Journal of Research in Marketing and Journal of Marketing Research.

AG Contacts

Kristina Shampanier