A. Yesim Orhun

A. Yesim Orhun

  • Assistant Professor of Marketing
Education
  • PhD University Of California
  • Berkeley 2006

Contact Information

Phone
(734) 936-0175
Email
Room
R5460
Research

Yesim Orhun studies optimal product decisions in retail competition and strategic consumer behavior. Thus, her research interests span and combine two main areas: empirical quantitative marketing / industrial organization and experimental economics. Her empirical research is mostly concerned with retailers' non-price strategies such as advertising, product assortment and location choice in a competitive environment.  She is also interested in the role of contractual incentives on retailer performance. Her experimental research focuses on the impact of consumers' beliefs about others and future events on their strategic behavior. She combines these two areas of research by investigating how retailer strategies shape consumer beliefs and by showing the importance of consumer belief heterogeneity for designing optimal strategies.

She brings new insights from research to the classroom. When searching for a better strategy in complex business situation, she encourages students to employ critical thinking about possible strategies by identifying the relevant questions for the problem at hand, collecting and analyzing data to answer them while considering competitors'  and consumers' reactions.

Impact of Competition on Product Decisions: Movie Choices of Exhibitors

Authors
Orhun, Y. and Venkataraman, S. and Chintagunta, P.
Published Date
2016

Source

Marketing Science
Volume: 
35
Issue: 
1
Pages: 
73-92
Ross Thought In Action
New research by Professor Yesim Orhun and PhD student Mike Palazzolo shows why low-income people are less able to buy in bulk for greater savings.

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