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  1. Directory
  2. Faculty
  3. Miklos Sarvary

Miklos Sarvary

Carson Family Professor of Business
Marketing Division
Co-Faculty Director
Media and Technology Program
Vice Dean, Executive Education
Executive Education
Miklos Sarvary
Areas of Expertise
Marketing, Marketplace Design, Media, Strategy
Contact
Office: 747 Kravis
E-mail: [email protected]
Links
Curriculum Vitae

Miklos Sarvary is the Carson Family Professor of Business and the faculty lead for the Media and Technology Program at Columbia Business School. Miklos' broad research agenda focuses on media and information marketing. His most recent papers study ad blocking, online marketplace design and content bundling on social media. Previously, he worked on user-generated content, online/mobile advertising and media and telecommunications competition. He is member of the Editorial Boards of Marketing Science, Quantitative Marketing and Economics, International Journal of Research in Marketing and Journal of Interactive Marketing. Prior to joining Columbia, Miklos was the Deputy Dean for Executive Development Programs at INSEAD. He has taught executive courses and consulted in various parts of the world for large corporations, including IBM, INTEL, Nokia, Alcatel, Samsung, Pearson, McKinsey & Co., Dun & Bradstreet and PwC. Before joining INSEAD, Miklos was also a faculty member at the Harvard Business School and the Graduate School of Business at Stanford University. He studied physics in Hungary’s Eotvos Lorand University, earned an MS in Statistics from Ecole Nationale Supérieure des Mines de Paris and a Ph.D. in Management from INSEAD. Prior to becoming an academic, he worked for IBM.

Education
Ph.D. (Management), INSEAD, 1996; DEA (Statistics), Ecole Nationale Superieure des Mines de Paris, 1991; B.S. (Geophysics), Eotvos Lorand University, 1990
Joined CBS
2012

All Activities

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • CaseWorks
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Journal Article
Castelo, Noah, Bernd Schmitt , and Miklos Sarvary
. “Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products.”
Journal of the Association for Consumer Research
vol.
4
, (July 01, 2019):
217
-
230
.
Explore Further about Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products
Journal Article
Sarvary, Miklos and Kaifu Zhang
. “Differentiation with User-Generated Content.”
Management Science
vol.
61
, (April 01, 2015):
898
-
914
.
Explore Further about Differentiation with User-Generated Content
Download PDF on Differentiation with User-Generated Content
Journal Article
Bart, Yakov, Andrew Stephen, and Miklos Sarvary
. “Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions.”
Journal of Marketing Research
vol.
51
, (June 01, 2014):
270
-
285
.
Explore Further about Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions
Download PDF on Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions
Journal Article
Katona, Zsolt and Miklos Sarvary
. “Maersk Line: B2B Social Media — "It's Communication, Not Marketing".”
California Management Review
vol.
56
, (January 01, 2014):
142
-
156
.
Explore Further about Maersk Line: B2B Social Media — "It's Communication, Not Marketing"
Download PDF on Maersk Line: B2B Social Media — "It's Communication, Not Marketing"
Journal Article
Xiang, Yi and Miklos Sarvary
. “Buying and Selling Information under Competition.”
Quantitave Marketing and Economics
vol.
11
, (September 01, 2013):
321
-
351
.
Explore Further about Buying and Selling Information under Competition
Journal Article
Ofek, Elie, Zsolt Katona, and Miklos Sarvary
. “"Bricks & Clicks": The Impact of Product Returns on the Strategies of Multi-Channel Retailers.”
Marketing Science
vol.
30
, (January 01, 2011):
42
-
60
.
Explore Further about "Bricks & Clicks": The Impact of Product Returns on the Strategies of Multi-Channel Retailers
Download PDF on "Bricks & Clicks": The Impact of Product Returns on the Strategies of Multi-Channel Retailers
Journal Article
Zubcsek, Peter and Miklos Sarvary
. “Advertising to a Social Network.”
Quantitative Marketing and Economics
vol.
9
, (January 01, 2011):
71
-
107
.
Explore Further about Advertising to a Social Network
Journal Article
Katona, Zsolt, Peter Zubcsek, and Miklos Sarvary
. “Network Effects and Personal Influences: The Diffusion of an Online Social Network.”
Journal of Marketing Research
vol.
48
, (January 01, 2011):
425
-
443
.
Explore Further about Network Effects and Personal Influences: The Diffusion of an Online Social Network
Download PDF on Network Effects and Personal Influences: The Diffusion of an Online Social Network
Journal Article
Katona, Zsolt and Miklos Sarvary
. “The Race for Sponsored Links: Bidding Patterns for Search Advertising.”
Marketing Science
vol.
29
, (January 01, 2010):
199
-
215
.
Explore Further about The Race for Sponsored Links: Bidding Patterns for Search Advertising
Download PDF on The Race for Sponsored Links: Bidding Patterns for Search Advertising
Journal Article
Banerjee, Sumitro and Miklos Sarvary
. “How Incumbent Firms Foster Consumer Expectations, Delay Launch but Still Win the Markets for Next Generation Products.”
Quantitative Marketing and Economics
vol.
7
, (December 01, 2009):
445
-
481
.
Explore Further about How Incumbent Firms Foster Consumer Expectations, Delay Launch but Still Win the Markets for Next Generation Products
Journal Article
Atasu, Atalay, Miklos Sarvary , and Luk N. Van Wassenhove
. “Efficient Take-Back Legislation.”
Production and Operations Management
vol.
18
, (January 01, 2009):
243
-
258
.
Explore Further about Efficient Take-Back Legislation
Journal Article
Godes, David, Elie Ofek, and Miklos Sarvary
. “Content vs. Advertising: The Impact of Competition on Media Firm Strategy.”
Marketing Science
vol.
28
, (January 01, 2009):
20
-
35
.
Explore Further about Content vs. Advertising: The Impact of Competition on Media Firm Strategy
Download PDF on Content vs. Advertising: The Impact of Competition on Media Firm Strategy
Journal Article
Lajos, Joseph, Zsolt Katona, Amitava Chattopadhyay, and Miklos Sarvary
. “Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High.”
Journal of Consumer Research
vol.
36
, (January 01, 2009):
122
-
136
.
Explore Further about Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High
Download PDF on Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High
Journal Article
Katona, Zsolt and Miklos Sarvary
. “Network Formation and the Structure of the Commercial World Wide Web.”
Marketing Science
vol.
27
, (January 01, 2008):
764
-
778
.
Explore Further about Network Formation and the Structure of the Commercial World Wide Web
Download PDF on Network Formation and the Structure of the Commercial World Wide Web
Journal Article
Atasu, Atalay, Miklos Sarvary , and Luk N. Van Wassenhove
. “Remanufacturing as a Marketing Strategy.”
Management Science
vol.
54
, (January 01, 2008):
1731
-
1746
.
Explore Further about Remanufacturing as a Marketing Strategy
Download PDF on Remanufacturing as a Marketing Strategy
Journal Article
Christen, Markus and Miklos Sarvary
. “Competitive Pricing of Information: A Longitudinal Experiment.”
Journal of Marketing Research
vol.
44
, (January 01, 2007):
42
-
56
.
Explore Further about Competitive Pricing of Information: A Longitudinal Experiment
Download PDF on Competitive Pricing of Information: A Longitudinal Experiment
Journal Article
Xiang, Yi and Miklos Sarvary
. “News Consumption and Media Bias.”
Marketing Science
vol.
26
, (January 01, 2007):
611
-
628
.
Explore Further about News Consumption and Media Bias
Download PDF on News Consumption and Media Bias
Journal Article
Sarvary, Miklos and Gabor Fath
. “A Renormalization Group Theory of Cultural Evolution.”
Physica A
vol.
348
, (March 01, 2005):
611
-
629
.
Explore Further about A Renormalization Group Theory of Cultural Evolution
Journal Article
Nunn, Dana and Miklos Sarvary
. “Pricing Practices and Firms' Market Power in International Cellular Markets.”
International Journal of Research in Marketing
vol.
21
, (January 01, 2004):
377
-
395
.
Explore Further about Pricing Practices and Firms' Market Power in International Cellular Markets
Download PDF on Pricing Practices and Firms' Market Power in International Cellular Markets
Journal Article
Deleersnyder, Barbara, Marnik Dekimpe, Miklos Sarvary , and Philip M. Parker
. “Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business Cycle.”
Quantitative Marketing and Economics
vol.
2
, (January 01, 2004):
347
-
383
.
Explore Further about Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business Cycle
Download PDF on Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business Cycle
Journal Article
Ofek, Elie and Miklos Sarvary
. “R&D, Marketing, and the Success of Next-Generation Products.”
Marketing Science
vol.
22
, (January 01, 2003):
355
-
370
.
Explore Further about R&D, Marketing, and the Success of Next-Generation Products
Download PDF on R&D, Marketing, and the Success of Next-Generation Products
Journal Article
Fath, Gabor and Miklos Sarvary
. “Adoption Dynamics in Buyer-Side Exchanges.”
Quantitative Marketing and Economics
vol.
1
, (January 01, 2003):
305
-
335
.
Explore Further about Adoption Dynamics in Buyer-Side Exchanges
Journal Article
Sarvary, Miklos
. “Temporal Differentiation and the Market for Second Opinions.”
Journal of Marketing Research
vol.
39
, (January 01, 2002):
129
-
136
.
Explore Further about Temporal Differentiation and the Market for Second Opinions
Download PDF on Temporal Differentiation and the Market for Second Opinions
Journal Article
Sarvary, Miklos and V. Padmanabhan
. “The Informational Role of Manufacturer Returns Policies: How They Can Help in Learning the Demand.”
Marketing Letters
vol.
12
, (January 01, 2001):
341
-
350
.
Explore Further about The Informational Role of Manufacturer Returns Policies: How They Can Help in Learning the Demand
Journal Article
Ofek, Elie and Miklos Sarvary
. “Leveraging the Customer Base: Creating Competitive Advantage Through Knowledge Management.”
Management Science
vol.
47
, (January 01, 2001):
1441
-
1456
.
Explore Further about Leveraging the Customer Base: Creating Competitive Advantage Through Knowledge Management
Download PDF on Leveraging the Customer Base: Creating Competitive Advantage Through Knowledge Management
Journal Article
Dekimpe, Marnik, Philip M. Parker, and Miklos Sarvary
. “Global Diffusion of Technological Innovations: A Coupled-Hazard Approach.”
Journal of Marketing Research
vol.
37
, (February 01, 2000):
47
-
59
.
Explore Further about Global Diffusion of Technological Innovations: A Coupled-Hazard Approach
Download PDF on Global Diffusion of Technological Innovations: A Coupled-Hazard Approach
Journal Article
Dekimpe, Marnik, Philip M. Parker, and Miklos Sarvary
. “"Globalization": Modeling Technology Adoption Timing Across Countries.”
Technological Forecasting and Social Change
vol.
63
, (January 01, 2000):
25
-
42
.
Explore Further about "Globalization": Modeling Technology Adoption Timing Across Countries
Download PDF on "Globalization": Modeling Technology Adoption Timing Across Countries
Journal Article
Lal, R. and Miklos Sarvary
. “When and How Is the Internet Likely to Decrease Price Competition?”
Marketing Science
vol.
18
, (April 01, 1999):
485
-
503
.
Explore Further about When and How Is the Internet Likely to Decrease Price Competition?
Download PDF on When and How Is the Internet Likely to Decrease Price Competition?
Journal Article
Sarvary, Miklos
. “Knowledge Management and Competition in the Consulting Industry.”
California Management Review
vol.
41
, (January 01, 1999):
95
-
107
.
Explore Further about Knowledge Management and Competition in the Consulting Industry
Journal Article
Dekimpe, Marnik, Philip M. Parker, and Miklos Sarvary
. “Staged Estimation of International Diffusion Models: An Application to Global Cellular Telephone Adoption.”
Technological Forecasting and Social Change
vol.
57
, (January 01, 1998):
105
-
132
.
Explore Further about Staged Estimation of International Diffusion Models: An Application to Global Cellular Telephone Adoption
Journal Article
Dawar, N. and Miklos Sarvary
. “The Signalling Impact of Low Introductory Price on Perceived Quality and Trial.”
Marketing Letters
vol.
8
, (January 01, 1997):
251
-
259
.
Explore Further about The Signalling Impact of Low Introductory Price on Perceived Quality and Trial
Journal Article
Parker, Philip M. and Miklos Sarvary
. “Formulating Dynamic Strategies Using Decision Calculus.”
European Journal of Operational Research
vol.
98
, (January 01, 1997):
542
-
554
.
Explore Further about Formulating Dynamic Strategies Using Decision Calculus
Journal Article
Sarvary, Miklos and Philip M. Parker
. “Marketing Information: A Competitive Analysis.”
Marketing Science
vol.
16
, (January 01, 1997):
24
-
38
.
Explore Further about Marketing Information: A Competitive Analysis
Download PDF on Marketing Information: A Competitive Analysis
Journal Article
Sarvary, Miklos
. “A Note on Typicality and Utility.”
Hungarian Economic Review
vol.
6
, (January 01, 1995):
571
-
581
.
Explore Further about A Note on Typicality and Utility
Working Paper
Katona, Zsolt, Jonathan Knee , and Miklos Sarvary
. Agenda Chasing and Contests Among News Providers. January 01, 2014.
Explore Further about Agenda Chasing and Contests Among News Providers
Working Paper
Zubcsek, Peter, Zsolt Katona, and Miklos Sarvary
. Social and Location Effects in Mobile Advertising. January 01, 2014.
Explore Further about Social and Location Effects in Mobile Advertising
Newspaper/Magazine Article
Sarvary, Miklos
. “"Big Data" vs. Quality Information: The Peculiarities of Information Markets.”
The European Business Review
. January 01, 2013.
Explore Further about "Big Data" vs. Quality Information: The Peculiarities of Information Markets
Newspaper/Magazine Article
Bart, Stephen and Miklos Sarvary
. “Making Mobile Ads That Work.”
Harvard Business Review
. January 01, 2013.
Explore Further about Making Mobile Ads That Work
Newspaper/Magazine Article
Sarvary, Miklos
. “The Metaverse: TV of the Future?”
Harvard Business Review
. January 01, 2008.
Explore Further about The Metaverse: TV of the Future?
Book
Sarvary, Miklos
. Gurus and Oracles: The Marketing of Information. 
Cambridge
:
MIT Press
, 2012.
Explore Further about Gurus and Oracles: The Marketing of Information
Chapter
Fath, Gabor and Miklos Sarvary
. “Cultural Evolution in a Population of Heterogeneous Agents.” In
Complex Networks of Economic Interactions: Essays in Agent-Based Economics and Econophysics
, edited by
Akira Namatame, Taisei Kaizouji, and Yuuji Aruka
,
193
-
208
.
Berlin
:
Springer
, 2006.
Explore Further about Cultural Evolution in a Population of Heterogeneous Agents
Chapter
Dekimpe, Marnik, Philip M. Parker, and Miklos Sarvary
. “Multimarket and Global Diffusion.” In
New-Product Diffusion Models
, edited by
Vijay Mahajan, Eitan Muller, and Yoram Wind
,
49
-
73
.
New York
:
Springer
, 2000.
Explore Further about Multimarket and Global Diffusion
  • Courses
  • Case Studies
Course
B8611: Media, Platforms, and Content (Half Term)
View Course on Media, Platforms, and Content (Half Term)
Course
B7611: Media, Platforms, and Content (Half Term)
View Course on Media, Platforms, and Content (Half Term)
Course
B7666: Media Platforms and Content: A Foundations Course
View Course on Media Platforms and Content: A Foundations Course
Course
B8666: Media Platforms and Content: A Foundations Course
View Course on Media Platforms and Content: A Foundations Course
Case Study
Knee, Jonathan and Miklos Sarvary
. Bloomberg LP -- More Than the Box? 
Columbia Business School
:
CaseWorks
, 2014.
Explore Further about Bloomberg LP -- More Than the Box?
  • Awards & Honors
  • In the Media
  • Articles
Article

Why Robots in the Workplace Raise New Challenges for Business

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Article

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Read More about Balancing Act: Consumers Are Willing to Sacrifice Privacy to See Fewer Digital Ads, According to New Columbia Business School Research
Article

Is Facebook Bad for News?

Read More about Is Facebook Bad for News?
  • CaseWorks
Case ID
200502

Symphony: A 21st-Century Communicator

Should the secure messaging platform Symphony broaden its reach beyond the financial industry?

View Case on Symphony: A 21st-Century Communicator
Case ID
170507

A Primer on Programmatic Advertising

What are the risks and rewards of programmatic advertising for digital advertisers?

View Case on A Primer on Programmatic Advertising
Case ID
140308

Bloomberg LP — More Than the Box?

Was the supremacy of the once undisputed leader in the financial information industry being challenged in 2013 by new, less expensive ways of communicating with the investment community?

View Case on Bloomberg LP — More Than the Box?

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