Anja Lambrecht

Associate Professor of Marketing, London Business School

Expert

Anja Lambrecht - headshot

Education

Ph.D., marketing, and Diplom-Kauffrau, marketing, electronic commerce and finance, Goethe University; M.S. marketing, electronic commerce and finance, Université Paris-Dauphine

Summary of Experience

Professor Lambrecht is an expert in digital marketing and consumer behavior. Her research focuses on marketing decisions in digital environments, emphasizing online targeting and advertising, as well as promotion and pricing. In the context of digital marketing, Professor Lambrecht has examined how firms can use retargeting to reach out to consumers, how firms can advertise on Twitter to early trend propagators and, more broadly, the value of big data for firms. She also works on the role of position effects on information displayed to consumers online. Her work on pricing online has examined the economics of pricing online services, and online promotions such as daily deals or cashback promotions. Her current research involves studies on the value of top positions in organic search results and how users contribute to crowdfunding campaigns. In an additional research stream on price discrimination in service industries, she focuses on the use of multi-part tariffs by service providers such as telecom companies and examines the role of bundling in telecommunications markets.

Professor Lambrecht has published a number articles in leading academic journals, such as the Journal of Marketing Research, on topics including information specificity in online advertising, when firms should charge for online content, and consumer behavior under three-part tariffs. She currently teaches the elective program “Going to Market: Managing the Channel and Sales Force” to M.B.A. and Executive M.B.A. students. Prior to obtaining her Ph.D., Professor Lambrecht was a consultant at McKinsey & Company, where she worked on projects in the software, media, telecommunications, and insurance industries, with a focus on marketing and sales.

 

AG Contacts

Rene Befurt