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Barak Libai (Hebrew: ברק ליבאי; 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 profitability, Customer retention, and the Diffusion of innovations.

Career

Libai is the son of the late Avinoam Libai, an aerospace engineering Professor who was awarded the Israel Prize of Engineering research, and Yona Libai a lecturer of teacher education in various academic institutes.

Libai received his B.Sc in Industrial Engineering and Management from the Technion in 1990, and his MBA at Leon Recanati Graduate School of Business Administration - Tel Aviv University in 1993. In 1997, he completed his Ph.D. in Marketing at UNC Kenan–Flagler Business School, University of North Carolina at Chapel-Hill. Libai has held marketing academic positions at the Industrial Engineering and Management faculty of the Technion and the Faculty of Management at Tel Aviv University.

In 2011 he moved to the Arison School of Business at the Reichman University. He was also a Visiting Associate Professor of Marketing at the Massachusetts Institute of Technology Sloan School of Management.

Research

Libai's research focusses on the intersection of Customer Profitability Analysis, the Diffusion of innovations, and the impact analysis of the social influence of customers. His research shows the role of Customer equity, the sum of the individual lifetime value of customers, as one of the most important business measures of the firm and a key parameter to any customer-related resource allocation.

Libai's research focuses on customer social value, ways to assess it, and how it can influence managerial decision-making. His work has also examined various ways in which social influence namely word of mouth, network effects, imitation, and social norms (such as fashions) can affect the growth of new products and the profitability of the firm. Some of this work has examined how firms can proactively influence customer word of mouth as part of the marketing mix, for example, through seeding programs that target influencers or by Referral programs.

Other work dealt with various issues related to customer profitability particularly in new digital environments, such as models for the monetization of mobile apps, the role of customer retention in the firm's profitability, and the network value products create.

Libai is member of the editorial board of several academic journals including Journal of Marketing, International Journal of Research in Marketing, Journal of Service Research, and California Management Review.

Published works

Libai has more than 89 publications, with an h-index of 30.

(Partial List)

Books

• Elie Ofek, Barak Libai, Eitan Muller, Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services, University of Chicago Press, 2016

Harvard Business School Cases:

• Elie Ofek, Barak Libai, Eitan Muller, Customer Lifetime Social Value (CLSV), 2021
• Elie Ofek, Barak Libai, Eitan Muller, Customer Management Dynamics and Cohort Analysis, 2020
• Elie Ofek, Barak Libai, Eitan Muller, Ride-Hailing Services: Forecasting Uber's Growth, 2019

Selected articles

• Appel, Gil, Barak Libai, Eitan Muller, Ron Shachar, On the Monetization of Mobile Apps, International Journal of Research in Marketing, 37, 2020, pp. 93–107
• Libai, Barak, Eitan Muller, Renana Peres, Decomposing the Value of Word of Mouth Seeding Programs: Acceleration Vs. Expansion, Journal of Marketing Research, April 2013, pp. 161–176
• Ostreicher-Singer, Gal, Barak Libai, Liron Sivan, Eyal Carmi and Ohad Yassin, The Network Value of Products, Journal of Marketing, 77(3), 2013 pp. 1–14.
• Nitzan, Irit and Barak Libai, Social Effects on Customer Retention, Journal of Marketing, 75(6), 2011, pp. 24–38
• Libai, Barak, Eitan Muller, and Renana Peres, The Diffusion of Services, Journal of Marketing Research, 46 (1), 2009, pp. 163–175
• Hogan, John E., Katherine N. Lemon, and Barak Libai, What is the True Value of a Lost Customer?, Journal of Service Research, 5 (3), 2003, pp. 196–208
• Barak Libai, Eyal Biyalogorsky, Eitan Gerstner, Setting Referral Fees in Affiliate Marketing., Journal of Service Research - J SERV RES. 5, 2003, pp. 303–315 doi:10.1177/1094670503005004003
• Goldenberg, Jacob, Barak Libai, and Eitan Muller, Talk of the Network: A Complex System Look at the Underlying Process of Word of Mouth, Marketing Letters, 12(3), 2001, pp. 209–221

Awards and recognitions

Libai's work has won research prizes which include awards from the International Journal of Research in Marketing (2021), Journal of Marketing Outstanding Reviewer Award (2019), Journal of Service Research Best Paper Award (2004), Buzzell Award by the Marketing Science Institute (2004), Best Service Article Award - American Marketing Association (2004), International Conference on Information Systems (ICIS) - Best Paper Award (2012), and the ESOMAR Excellence Award (2009).

Personal life

Libai is married to Hila and a father of two of children.

References

1. זכייתו של פרופ' ברק ליבאי בפרס הReviewer המצטיין מטעם ה Journal of Marketing, אתר אוניברסיטת רייכמן
2. Prof. Barak Libai in Reichman University Website
3. מירב קריסטל, היום בו חברות ישראליות יפסיקו לזלזל בלקוח אתר Ynet, תאריך 07.10.16
4. Barak Libai publications indexed by Google Scholar
5. ליאור דטל, המרצים מהאוניברסיטאות עוברים למכללות: עם משכורות של 80 אלף שקל קשה להתווכח, דה מרקר, 21 בינואר 2011
6. Prof. Barak Libai CV
7. Libai, Barak, Das Narayandas, and Clive Humby, Toward an Individual Customer Profitability Model: A Segment-Based Approach, Journal of Service Research 5(1), 2002, pp. 69-76
8. Nitzan Irit, Barak Libai, Customer Profitability Over Time in the Presence of Switching Costs, working paper, Israel Institute for Business Research, Tel Aviv University, 2005
9. Barak Libai, Vijay Mahajan, and Eitan Muller, Can You See the Chasm? Innovation Diffusion According to Rogers, Bass, and Moore, in Naresh K. Malhotra, (ed.) Review of Marketing Research, Armonk, NY: M.E. Sharpe, 2008
10. Libai, Barak; Eitan Muller, Renana Peres, The Diffusion of Services, Journal of Marketing Research, 46 (1), 2009, pp. 163-175
11. עמרי זרחוביץ' ,"יש דור שלם של מנהלי שיווק שלא מבינים את התפקיד שלהם", גלובס, 18.7.2108
12. Nitzan, Irit and Barak Libai, Social Effects on Customer Retention, Journal of Marketing, 75(6), 2011, pp. 24-38
13. Ofek, Elie, Barak Libai, Eitan Muller, Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services, University of Chicago Press, 2016
14. עודד ירון, רוצים לדעת כמה אתם שווים לגוגל? גם היא, הארץ, 12 באפריל 2010
15. Elie Ofek, Barak Libai and Eitan Muller, Customer Lifetime Social Value (CLSV), 2018
16. Libai, Barak, Commentary: The Perils of Focusing on High-Value Customers, Journal of Service Research, 14(3), 2011, pp. 275-276
17. דורון אביגד, הסיפור המפתיע על משחת השיניים של מאיה ורטהיימר: כך נראית תעשיית המשפיענים מבפנים, גלובס, 2021
18. Libai, Barak, Ruth Bolton, Marnix S. Bügel, Ko de Ruyter, Oliver Götz, Hans Risselada, Andrew T. Stephen, Customer-to-Customer Interactions: Broadening the Scope of Word-of-Mouth Research, Journal of Service Research, 13(3), 2010, pp. 267-282
19. Goldenberg, Jacob, Barak Libai, Eitan Muller, Talk of the Network: A Complex System Look at the Underlying Process of Word of Mouth, Marketing Letters 12(3), 2001, pp. 209-221
20. Carl, Walter, Barak Libai, and Adam Ding, Measuring the Value of Word of Mouth, in Measuring Word of Mouth, Word of Mouth Marketing Association, 2008
21. Dost, Florian, Ulrike Phieler, Michael Haenlein and Barak Libai, Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast Moving Consumer Goods, Journal of Marketing, 83(2), 2019, 62-81
22. Haenlein, Michael and Barak Libai, Seeding, Referral and Recommendation: Creating Profitable Word-of-Mouth Programs, California Management Review, 59(2), 2017, pp.68-91
23. Libai, Barak; Eitan Muller; and Renana Peres, Decomposing the Value of Word of Mouth Seeding Programs: Acceleration Vs. Expansion, Journal of Marketing Research, April 2013, pp. 161-176
24. Hogan, John E.; Katherine N. Lemon; and Barak Libai, Quantifying the Ripple: Word of Mouth and Advertising Effectiveness, Journal of Advertising Research 44(3), 2005, pp. 271-280
25. Goldenberg Jacob, Barak Libai, Eitan Muller, The Chilling Effect of Network Externalities, International Journal of Research in Marketing 27(1), 2010, pp. 4-15
26. Appel, Gil Barak Libai & Eitan Muller, On the Monetary Impact of Fashion Design Piracy, International Journal of Research in Marketing, 35, 2018, pp. 591-610
27. Eyal Biyalogorsky; Eitan Gerstner; and Barak Libai, Customer Referral Management: Optimal Reward Programs, Marketing Science, 20(1), 2001, pp. 82-95
28. טלי חרותי סבר, המעבדה לניהול | הלקח של עולם הגיימינג: במקום להשקיע בשימור לקוחות — פשוט תמכרו אותם, דה מרקר, 26 באפריל 2021
29. Appel, Gil, Barak Libai, Eitan Muller, and Ron Shachar, On the Monetization of Mobile Apps, International Journal of Research in Marketing, 37, 2020, pp. 93-107
30. Ascarza, E., Neslin, S.A., Netzer, O., Anderson, Z., Fader, P.S., Gupta, S., Hardie, B.G., Lemmens, A., Libai, B., Neal, D. and Provost, F., In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions, Customer Needs and Solutions, 5, 2018, pp. 65-81
31. Ostreicher-Singer, Gal, Barak Libai, Liron Sivan, Eyal Carmi and Ohad Yassin, The Network Value of Products, Journal of Marketing, 77(3), 2013, pp.1-14
32. Journal of Marketing - Editorial Board, SAGE Journals
33. International Journal of Research in Marketing - Editorial Board
34. Editorial Board: Journal of Service Research
35. Editorial Board: California Management Review
36. Barak Libai publications indexed by Google Scholar
37. Appel, Gil; Libai, Barak; Muller, Eitan; Shachar, Ron (2021). "Announcement: Winner 2020 IJRM Best Article". International Journal of Research in Marketing. 38 (2): A4. doi:10.1016/j.ijresmar.2021.06.003. S2CID 237782795.
38. זכייתו של פרופ' ברק ליבאי בפרס הReviewer המצטיין מטעם ה Journal of Marketing, אתר אוניברסיטת רייכמן
39. "JSR Best Article Awards". Journal of Service Research. 22 (4): 347. 2019-11-01. doi:10.1177/1094670519875257. ISSN 1094-6705. S2CID 219950526.
40. Robert D. Buzzell MSI Best Paper Award, MSI
41. Best Service Article Award, SERVSIG Website]
42. Congratulations to the AIS 2012 Award Winners!, The Association for Information Systems, December 13, 2012
43. James Verrinder, ESOMAR announces 2009 Award Winners, Research Live, 2009

External links

• Prof. Barak Libai CV
• Prof. Barak Libai in Reichman University Website
• Barak Libai publications indexed by Google Scholar

• Academic staff of Reichman University
• UNC Kenan–Flagler Business School alumni
• Tel Aviv University alumni
• Technion – Israel Institute of Technology alumni
• Living people