Olivier Toubia
- Glaubinger Professor of Business
- Marketing Division
- Areas of Expertise
- Artificial Intelligence (AI), Brand and Product Management, Business Analytics, Data & Business Analytics, Entrepreneurship & Innovation, Marketing, Media
- Contact
- Office: 925 Kravis
- Phone: (212) 8548243
- E-mail: ot2107@gsb.columbia.edu
Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research focuses primarily on innovation, customer insights, and creative industries. Specifically, he combines methods from social sciences and data science in order to study human processes such as motivation, choice, and creativity. He previously served as the Editor-in-Chief at the journal Marketing Science. He teaches Foundations of Innovation, Generative AI for Business and the core marketing course. He received his MS in Operations Research and PhD in Marketing from MIT.
- Education
-
PhD, Massachusetts Institute of Technology, 2004
- Joined CBS
- 2004
All Activities
How Gen AI Is Transforming Market Research
AI-Generated Digital Twins: Shaping the Future of Business
Weaving AI into the Classroom
Can Your Writing Style Predict Your Future Success?
Using AI in the Classroom at Columbia Business School
Grow, Scale, Pivot, Repeat: Navigating the Post-Launch Stages
Harnessing the Entrepreneurial Spirit
Data Science in Marketing
What's a Fair Price in a Pandemic?
New Tool Assesses the Creative Value of Any New Idea
Twitter Predicted to Become a Big TV Screen
- Case ID
- 250505
Takasago and the Use of Generative Artificial Intelligence in Consumer Insights (A and B)
Could Jelena Le Breton, global vice president of consumer insights at fragrance manufacturer Takasago, use generative AI to reliably mimic human responses in large-scale surveys on consumer preference?
- Case ID
- 220503
FlexIt (A and B)
How should fitness start-up FlexIt respond to the challenges of COVID-19 on the industry?
- Case ID
- 220502
Chirpin' Tavern's Coupon Promotion
What model should the owner of a New York restaurant use to assess the value of its coupon promotion program?
- Case ID
- 130501SPA
A Lead User Template: Unlocking the Value of PWD (Spanish Translation)
How might people with disabilities (PWD) inspire leading edge market research?
- Case ID
- 130501
A Lead User Template: Unlocking the Value of PWD
How might people with disabilities (PWD) inspire leading edge market research?
- Case ID
- 112109
Deal or No Deal? Pricing Strategies for the Subprime Auto Buyer GM
Is it unethical to engage in pricing practices that push sales of automobiles to customers who may otherwise have difficulty affording them?
- Case ID
- 120502
Cheyef Halak: Driving Social Change in Lebanon
How can a television station and advertising agency in Lebanon team up to impact social change in their country?
- Case ID
- 100510
Word-of-Mouth Marketing: SheSpeaks
How should a new word-of-mouth marketing community compete with the likes of Facebook and Twitter?
- Case ID
- 80517
VerTerra
How should a start-up structure a survey that will result in meaningful data from a conjoint analysis?
- Case ID
- 100508
Montclair Video
As a local video store struggles with competition from Netflix and video-on-demand, how can a conjoint analysis help the owners to determine which plan will ensure the store remains competitive?
- Case ID
- 100504
Glaubinger Tree Farm
After 15 years of selling Christmas trees through a large retailer, how much additional profit could the Glaubinger Tree Farm capture by switching to a direct-to-consumer model?
- Case ID
- 70506
SoleMates (A&B)
What marketing questions should two MBA students address as they consider launching a shoe accessory company?
- Case ID
- 80514
Bugaboo International
Bugaboo International has experienced tremendous growth selling strollers to an upscale market. How will it maintain this growth and its unique approach to product design?