Anja Lambrecht
Professor of Marketing
Diplom-Kauffrau MSc PhD (Goethe)
Professor Anja Lambrecht’s research focuses on digital marketing and the digital economy. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Further, her research has covered how spillovers between different economic actors in digital markets can lead to apparent algorithmic bias.
Professor Lambrecht’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014, she received the Paul E. Green Award, in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award and in 2018 she received the William F. O’Dell Award. She is an Associate Editor at Marketing Science and Management Science.
Professor Lambrecht teaches the electives “Channel and Sales Force Management” and “Measuring Impact in the Digital Economy”.
Before joining London Business School, she was a Visiting Assistant Professor at the UCLA Anderson School of Management and a Visiting Scholar at the Stanford Graduate School of Business. Prior to her academic life, Anja Lambrecht worked as consultant at McKinsey & Company in Frankfurt. Anja has a Ph.D. from Goethe University, Frankfurt. She also holds a Diplom-Kauffrau from Goethe University, Frankfurt and a Maîtrise des Sciences de Gestion from Université Paris-Dauphine, Paris.
- alambrecht@london.edu
- +44 (0)20 7000 8645
- Anja Lambrecht CV
- Pricing
- Choice and usage under nonlinear pricing
- Biases in tariff choice
- Online advertising
- Electronic markets
2023
A bias correction approach for interference in ranking experiments
Goli A; Lambrecht A; Yoganarasimhan H
Marketing Science 2023 Online first
Field Experiments
Deng Y; Lambrecht A; Tucker C
In: The History of Marketing Science. 2nd Ed. Winer R & Neslin S (Eds.), pp. 335-362.
TV Advertising and Online Sales: A Case Study of Intertemporal Substitution Effects for an Online Travel Platform
Lambrecht A; Tucker C; Zhang X
Journal of Marketing Research 2023 Vol 61:2 p 248-270
2022
Spillover Effects and Freemium Strategy in the Mobile App Market
Deng Y; Lambrecht A; Liu Y
Management Science 2022 Vol 69:9 p 5018-5041
2021
Algorithm-based advertising: unintended effects and the tricky business of mitigating adverse outcomes
Lambrecht A; Tucker C
NIM Marketing Intelligence Review 2021 Vol 13:1 p 24-29
The effect of individual online reviews on purchase likelihood
Lambrecht A; Vana P
Marketing Science 2021 Vol 40:4 p 708-730
2019
Algorithmic bias? An empirical study into apparent gender-based discrimination in the display of STEM career ads
Lambrecht A; Tucker C
Management Science 2019 Vol 65:7 p 2966-2981
2018
Advertising to early trend propagators : evidence from Twitter
Lambrecht A; Tucker C E; Wiertz C
Marketing Science 2018 Vol 37:2 p 177-199
Cashback is cash forward: delaying a discount to encourage further spending
Lambrecht A; Vana P; Bertini M
Journal of Marketing Research 2018 Vol 55:6 p 852-868
Field experiments
Lambrecht A; Tucker C E
in: Hanssens, D M & Mizik, N., Handbook of marketing analytics: methods and applications in marketing, public policy, and litigation support. Cheltenham: Edward Elgar. Feb 2018
2017
Can big data protect a firm from competition
Lambrecht A; Tucker C E
Competition Policy International 2017
Time preferences and the pricing of complementary durables and consumables
Lambrecht A; Ahmadi I; Skiera B; Heubrandner F
International Journal of Research in Marketing 2017 Vol 34:4 p 813-828
2016
Fee or free: When should firms charge for online content?
Lambrecht A; Misra K
Management Science 2016 Vol 63:4 p 1150-1165
On storks and babies : correlation, causality and field experiments
Lambrecht A; Tucker C
GfK Marketing Intelligence Review 2016 Vol 8:2
The 4 mistakes most managers make with analytics
Lambrecht A; Tucker C E
Harvard Business Review Digital Articles 2016
2014
How do firms make money selling digital goods online?
Lambrecht A; Goldfarb A; Bonatti A; Ghose A; Goldstein D; Lewis R; Rao A; Sahni N; Yao S
Marketing Letters 2014 June Vol 25:3 p 331-341
Price promotion for emotional impact
Aydinli A; Bertini M; Lambrecht A
Journal of Marketing 2014 2014 Vol 78:4 p 80-96
2013
Economics of pricing services online
Lambrecht A
Chapter in: The New Palgrave Dictionary of Economics Online. Eds. Steven Durlauf and Lawrence Blume, Palgrave Macmillan
When does retargeting work? Information specificity in online advertising
Lambrecht A; Tucker C
Journal of Marketing Research 2013 Vol 50:5 p 561-576
2012
Paying with money or effort: Pricing when customers anticipate hassle
Lambrecht A; Tucker C
Journal of Marketing Research 2012 February Vol 49:1 p 66-82
Price discrimination in service industries
Lambrecht A; Seim K; Vilcassim N; Cheema A; Chen Y; Crawford G S; Hosanagar K; Iyengar R; Koenigsberg O; Lee R; Eugenio J M; Miravete E; Sahin O
Marketing Letters 2012 Vol 23:2 p 423-438
When talk is “free”: The effect of tariff structure on usage under two and three-part tariffs
Ascarza E; Lambrecht A; Vilcassim N
Journal of Marketing Research 2012 December Vol 49:6 p 882-889
2011
Stuck in the adoption funnel: The effect of interceptions in the adoption process on usage
Lambrecht A; Seim K; Tucker C
Marketing Science 2011 Vol 30:2 p 355-367
2007
Does uncertainty matter? Consumer behaviour under three-part tariffs
Lambrecht A; Seim K; Skiera B
Marketing Science 2007 Vol 6:5 p 698-710
2006
Paying too much and being happy about it: Existence, causes and consequences of Tariff-Choice Biases
Lambrecht A; Skiera B
Journal of Marketing Research 2006 Vol 43:2 p 212-223
2023
Gender disparity in online reputation: evidence from an online freelance platform
Bairathi M; Lambrecht A; Zhang X
Social Sciences Research Network
2022
The Value of Platform Endorsement
Bairathi M; Zhang X; Lambrecht A
Social Sciences Research Network
2020
Apparent Algorithmic Discrimination and Real-Time Algorithmic Learning
Lambrecht A; Tucker C E
Social Sciences Research Network
Asymmetric Consequences of Cyber-Vulnerability on Health Services
Deng Y; Lambrecht A; Tucker C E
Social Sciences Research Network
Price Promotions and Online Product Evaluations
Liu Y; Lambrecht A; Deng Y
Social Sciences Research Network
Spillover Effects and Freemium Strategy in the Mobile App Market
Deng Y; Lambrecht A; Liu Y
Social Sciences Research Network
2019
The effect of individual online reviews on purchase likelihood
Vana P; Lambrecht A
Tuck School of Business Working Paper
2017
Tensile promotions in display advertising
Lambrecht A; Tucker C E
Social Sciences Research Network
Teaching portfolio
Our teaching offering is updated annually. Faculty and programme material are subject to change.
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Masters Degrees electives
Optional courses providing a deep dive into specialist areas.
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Channel and Sales Force Management
Digital technologies have disrupted the way firms interact with consumers and their distribution strategies. Established manufacturers and retailers are threatened by firms such as Amazon that exclusively use online channels. As the number of channels explodes, the need for coordination becomes vital. At the same time, digital technologies facilitate new business models and distribution strategies. This course focuses on how firms should manage the strategic dimension of distribution channel choice and their channels and sales force. Students learn how to successfully design, manage and evaluate a company's channel and sales force strategy and tactics in B2C and B2B markets. The course discusses the fundamental strategy choices and economics of distribution channel choice, looks at challenges related to digital channels, integration of broader channel strategies and the interaction of decisions with other marketing variables such as branding, pricing or the product lifecycle. -
Measuring Impact in the Digital Economy
When is making a change to a webpage, an algorithm, prices or products worthwhile? Is my advertising effective? Businesses increasingly use experiments to answer these questions. However, implementing experiments is not always straightforward. This class teaches causal methods with a special focus on field experiments, when they work and how to apply them. We will discuss how to measure impact in business situations and how to evaluate claims of impact made by others. Topics include field experiments (also: randomized controlled trials) and other methods that can be used when experiments are not feasible. The methods can be used in a variety of business contexts, but they have become especially important for digital businesses that are able to easily implement experiments. Methods are illustrated with examples from businesses such as Ebay and Uber and in areas such as advertising, pricing, product design or distribution channel decisions. PROGRAMMES WITH THIS ELECTIVE
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Channel and Sales Force Management
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Marketing Pro-seminar
Proseminar in Marketing
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Marketing Pro-seminar
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Executive Education
Short programmes offering academic excellence, global focus and exceptional diversity of perspective.
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Developing Strategy for Value Creation
"Making a real difference by defining how your business operates is an extraordinary task requiring focus and action. Developing Strategy for Value Creation will equip you with creative ways to break the rules that most businesses take for granted and opportunties to develop new sources of value." - Leading Change for Organisational Transformation
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Market Driving Strategies
"Market Driving Strategies examines how enterprising companies can cultivate successful market driving innovations that deliver a leap in value to their customers" - The Chief Financial Officer Programme
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Developing Strategy for Value Creation