Detail

Professor Mizik's research interests lie in two areas. The first concerns the valuation and management of firm intangible assets (brands, customer satisfaction, marketing strategy). Currently, she is undertaking empirical research on myopic management practices and consequences of earnings inflation through real activity versus accounting accrual manipulation. Her second research area is direct-to-physician pharmaceutical marketing, where she examines the magnitude and the dynamics of promotional effects at the individual physician level. Her work has appeared at JMR, JM, Marketing Science, Management Science, Marketing Letters, and HBR. Natalie teaches the Core Marketing Strategy course and two electives entitled Strategic Marketing Planning and Advanced Marketing Strategy in the MBA and EMBA programs. She is involved in organizing the Marketing Dynamics Conferences (2005, 2006, 2007, and 2009). (See CV)

• 2009, 2008, and 2007 AMA Sheth Foundation Doctoral Consortium Faculty
  AMA Sheth Foundation
• 2009, Robert D. Buzzell MSI Best Paper Award Finalist
  Jacobson, Robert and Natalie Mizik (2007) "The Financial Markets and Customer Satisfaction," MSI Report No. 07-115
• 2008, JMR Paul E. Green Award Finalist
  Mizik, Natalie and Robert L. Jacobson (2008) "The Financial Value Impact of Perceptual Brand Attributes," Journal of Marketing Research, 45 (1), 15-32
• MSI Research Grants
  Grant #4-1455 (2007), Grant #4-1316 (2005)
• 2005, Young Scholars Program
  Marketing Science Institute
• 2002, ISBM Competition Winner
  Institute for the Study of Business Markets

• Fall 2009
  Marketing Strategy
  
Strategic Marketing Planning

• Summer 2009
  Marketing Strategy
  
• Fall 2008
  Marketing Strategy
  
Strategic Marketing Planning

• Fall 2007
  Marketing Strategy
  
Strategic Marketing Planning

• Fall 2006
  MARKETING STRATEGY
  

Stock Return Response Modeling In Assessing Marketing Strategy Performance: How Do We Get There? (2004) Coauthor(s): Natalie Mizik, Robert Jacobson

Customer Satisfaction-Based Mispricing: Issues and Misconceptions In Marketing Science (2009) Coauthor(s): Natalie Mizik, Robert Jacobson

The Financial Markets and Customer Satisfaction: Reexamining Possible Financial Market Mispricing of Customer Satisfaction In Marketing Science (2009) Coauthor(s): Robert Jacobson, Natalie Mizik

Financial Markets Research in Marketing In Journal of Marketing Research (2009) Coauthor(s): Natalie Mizik, Robert Jacobson

Valuing Branded Businesses In Journal of Marketing (2009) Coauthor(s): Natalie Mizik, Robert Jacobson

The Financial Value Impact of Perceptual Brand Attributes In Journal of Marketing Research (2008) Coauthor(s): Natalie Mizik, Robert Jacobson

Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context In Marketing Science (2007) Coauthor(s): Natalie Mizik, Robert Jacobson

The Cost of Myopic Management In Harvard Business Review (2007) Coauthor(s): Natalie Mizik, Robert Jacobson

Understanding Firm, Physician and Consumer Choice Behavior in the Health Care Industry In Marketing Letters (2005) Coauthor(s): Puneet Manchanda, Dick Wittink, Andrew Ching, Paris Cleanthous, Min Ding, Xiaojing Dong, Peter Leeflang, Sanjog Misra, Natalie Mizik, Sridhar Narayanan, Thomas Steenburgh, Jaap Wieringa, Marta Wosinska, Ying Xie

Talk About Brand Strategy In Harvard Business Review (2005) Coauthor(s): Natalie Mizik, Robert Jacobson

Are Physicians 'Easy Marks'?: Quantifying the Effects of Detailing and Sampling on New Prescriptions In Management Science (2004) Coauthor(s): Natalie Mizik, Robert Jacobson

Modeling Marketing Dynamics by Time Series Econometrics In Marketing Letters (2004) Coauthor(s): Pauwels Koen, Imran Currim, Marnik DeKimpe, Eric Ghysels, Dominique Hanssens, Natalie Mizik, Prasad Naik

Trading Off Between Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis In Journal of Marketing (2003) Coauthor(s): Natalie Mizik, Robert Jacobson

The Theory and Practice of Myopic Management In Journal of Marketing Research (2009) Coauthor(s): Natalie Mizik