Eitan Muller

Professor of Marketing


Research Professor of Marketing

Stern School of Business, New York University.

Professor of Marketing

Arison School of Business, Interdisciplinary Center (IDC) Herzliya.

Ph.D. in Managerial Economics, and MBA (awarded with distinction),

Kellogg Graduate School of Management, Northwestern University.


B.Sc. in Mathematics (awarded with distinction), 

Technion, Israel Institute of Technology.


Recipient of the 2019 Distinguished Marketing Scholar Award of the European Marketing Academy, awarded for outstanding marketing scholarship and contributions to the European Marketing Academy.

Fellow of the European Marketing Academy.

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Member of the Editorial BoardPolicy Board & previous Area Editor and Editor-in-Chief, International Journal of Research in Marketing.


Recipient of the 2020 Provost award for faculty research excellence, Interdisciplinary Center (IDC) Herzliya.

Previous Area Editor and/or Member of the Editorial Review Board, Marketing Science,  Journal of Marketing,

Journal of Marketing Research, and Technological Forecasting and Social Change

Previous Vice President Publications, European Marketing Academy.

Consultant and expert witness in the media, entertainment and technology industries. Most of the consulting was done as subject matter expert at the Tel Aviv office of PricewaterhouseCoopers.

Selected papers on new products  

"The effect of social networks structure on innovation performance: A review and directions for research,"

co-authored with Renana Peres, International Journal of Research in Marketing, 2019. Read paper. 

"Decomposing the value of word-of-mouth seeding programs:  Acceleration vs. expansion,"

co-authored with Barak Libai and Renana Peres. Recipient of the 2016 Emerald Citation of Excellence Award,

Journal of Marketing ResearchRead paper.


"The chilling effects of network externalities," 

co-authored with Jacob Goldenberg and Barak Libai. Recipient of the 2010 Best Paper Award

of the European Marketing Academy, International Journal of Research in MarketingRead paper.


"The diffusion of services,"

co-authored with Barak Libai and Renana Peres. Finalist for the 2009 Paul Green Award,

as well as the 2014 O’Dell Award, Journal of Marketing ResearchRead paper.


"The NPV of bad news,"

co-authored with Jacob Goldenberg, Barak Libai and Sarit Moldovan. Recipient of the 2007 Best Paper Award

of the European Marketing Academy, International Journal of Research in MarketingRead paper.


"Waterfall and sprinkler new-product strategies in competitive global markets,"

co-authored with Shlomo Kalish and Vijay Mahajan. Recipient of the 1995 Best Paper Award

of the European Marketing Academy, International Journal of Research in MarketingRead paper.

Selected papers on pricing

"On the monetization of mobile apps," 

co-authored with Gil Appel, Barak Libai and Roni Shachar. Recipient of the 2020 Best Paper Award

of the European Marketing Academy, International Journal of Research in Marketing. Read paper

"Software piracy and outsourcing in two-sided markets,"

co-authored with Masakazu Ishihara, Quantitative Marketing and Economics, 2020. Read paper.

"Optimal three-part tariff plans,"

co-authored with Gadi Fibich, Roy Klein and Oded Koenigsberg, Operations Research, 2017. Read Paper.


"EasyJet pricing strategy: Should low-fare airlines offer last-minute deals?"

co-authored with Oded Koenigsberg and Naufel Vilcassim, Quantitative Marketing and Economics, 2008. Read paper.


"Pricing patterns of cellular phones and phonecalls: A segment-level analysis,"

co-authored with Dipak Jain and Naufel Vilcassim, Management Science, 1999. Read paper.


"Capital investments and price agreements in semicollusive markets,"

co-authored with Chaim Fershtman, Rand Journal of Economics, 1986. Read paper.