Harikesh S. Nair

Harikesh S. Nair
Professor, Marketing
Contact Info
HarikeshS.Nair
Academic Area: 
Marketing

Research Statement

Harikesh Nair is interested in marketing analytics and computational social science. His research brings together social science theory, statistical tools and Marketing data to better understand consumer behavior and to improve the strategic marketing decisions of firms. This work speaks to the challenges and opportunities firms face as they transition to a world where Marketing becomes a data-oriented, algorithmically-driven business function.

Research Interests

  • Marketing analytics, workplace analytics, dynamic decision contexts, network effects, social interactions, empirical industrial organization, pricing, advertising, empirical agency, technology markets

Bio

Harikesh Nair is the Jonathan B. Lovelace Professor of Marketing at Stanford GSB. His research is in marketing analytics and computational social science. His research brings together social science theory, statistical tools and Marketing data to better understand consumer behavior and to improve the strategic marketing decisions of firms. This work speaks to the challenges and opportunities firms face as they transition to a world where Marketing becomes a data-oriented, algorithmically-driven business function.

His recent research covers pricing, workplace analytics, quantitative incentive design, social media and social interactions, advertising, network effects, diffusion of technologies and empirical industrial organization, especially in contexts in which marketing activities have dynamic implications for the behavior of consumers and firms.

His research has been published in leading marketing journals such as “Journal of Marketing Research”, “Management Science”, “Marketing Science”, and “Quantitative Marketing and Economics”, and written up in popular-press outlets like “CNBC”, “The Economist”, “Financial Times”, “US News” and the “Wall St. Journal”. This research has been recognized with awards from the Quantitative Marketing & Economics Journal, the American Marketing Association Foundation, the Swiss Academy of Marketing Science, and the U.S. Council for University Transportation Centers.

Prof. Nair received his PhD in Business from the Graduate School of Business at the University of Chicago. Prior to that, he received his MS in Transportation Engineering from the University of Texas at Austin, and his B.Tech in Engineering from the Indian Institute of Technology (IIT) at Madras, India. He has been at Stanford since 2005, and teaches classes on Data and Decisions, Pricing and Monetization in the Stanford MBA program; on empirical analysis of dynamic decision contexts in the GSB PhD program; and on Marketing and Pricing in the GSB executive education and custom education programs. Prof. Nair serves as an area editor at Operations Research and associate editor at Management Science and Quantitative Marketing and Economics.

At the GSB, Nair was the Fletcher Jones Faculty Scholar from 2007-2008, the Spence Faculty Scholar from 2011-12 and the Louise and Claude Rosenberg Faculty Scholar from 2009-2010 and 2012-13. In 2014, “Poets&Quants,” a magazine focused on Business schools, voted him one of the “40 Most Outstanding B-School Profs Under 40 in the World”.

Academic Degrees

  • PhD in Business, University of Chicago, 2005
  • MS Transportation Engineering, University of Texas at Austin, 2000
  • BTech Civil Engineering, Indian Institute of Technology, Madras, India, 1998

Academic Appointments

  • At Stanford University since 2005

Awards and Honors

  • PhD Faculty Distinguished Service Award, Stanford GSB, 2016
  • Dick Wittink Best Article Award, QME Journal, 2008 and 2012
  • John A. Howard AMA Doctoral Dissertation Award, American Marketing Association Foundation, 2006
  • Sanford J. Grossman Fellowship in honor of Arnold Zellner, University of Chicago Booth School of Business, 2004-05

Publications

Journal Articles

Anna Tuchman, Harikesh S. Nair, Pedro M. Gardete. Quantitative Marketing and Economics. June 2018, Vol. 16, Issue 2, Pages 111-174.
Øystein Daljord, Harikesh S. Nair, Sanjog Misra. Journal of Marketing Research. April 2016, Vol. 53, Issue 2, Pages 161-182.
Scott K. Shriver, Harikesh S. Nair, Reto Hofstetter. Management Science. June 2013, Vol. 59, Issue 6, Pages 1425-1443.
Sridhar Narayanan, Harikesh S. Nair. Journal of Marketing Research. February 2013, Vol. 50, Issue 1, Pages 70-94.
Wesley R. Hartmann, Harikesh S. Nair, Sridhar Narayanan. Marketing Science. November 2011, Vol. 30, Issue 6, Pages 1079–1097.
Harikesh S. Nair, Puneet Manchanda, Tulikaa Bhatia. Journal of Marketing Research. 2010, Vol. 47, Issue 5, Pages 883-895.
Wesley R. Hartmann, Harikesh S. Nair. Marketing Science. September 2009, Vol. 29, Issue 2, Pages 366–386.
Wesley R. Hartmann, Puneet Manchanda, Harikesh S. Nair, Matthew Bothner, Peter Dodds, David Godes, Kartik Hosanagar, Catherine Tucker. Marketing Letters. December 2008, Vol. 19, Issue 3, Pages 287–304.
Harikesh S. Nair. Quantitative Marketing and Economics. 2007, Vol. 5, Issue 3, Pages 239-292.
Harikesh S. Nair, Jean-Pierre Dubé, Pradeep Chintagunta. Marketing Science. 2005, Vol. 24, Issue 3, Pages 444-460.
Ramarao Desiraju, Harikesh S. Nair, Pradeep Chintagunta. International Journal of Research in Marketing. 2004, Vol. 21, Issue 4, Pages 341-357.
Harikesh S. Nair, Pradeep Chintagunta, Jean-Pierre Dubé. Quantitative Marketing and Economics. 2004, Vol. 2, Issue 1, Pages 23-58.

Working Papers

A Copycat Penalty: Micro Evidence From an Online Crowdsourcing Platform | PDF
Reto Hofstetter, Harikesh S. Nair, Sanjog Misra, March 32018
Big Data and Marketing Analytics in Gaming: Combining Empirical Models and Field Experimentation | PDF
Harikesh S. Nair, Sanjog Misra, William J. Hornbuckle IV, Ranjan Mishra, Anand Acharya, February 222017
Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook | PDF
Dokyun Lee, Kartik Hosanagar, Harikesh S. Nair, September 2015
Social Ties and User-Generated Content: Evidence from an Online Social Network | PDF
Harikesh S. Nair, Reto Hofstetter, Scott Shriver, February 2012
Discrete-Choice Models of Consumer Demand in Marketing | PDF
Harikesh S. Nair, Pradeep K. Chintagunta, May 2011
Identifying Causal Marketing-Mix Effects Using a Regression Discontinuity Design | PDF
Wesley R. Hartmann, Harikesh S. Nair, Sridhar Narayanan2011
Repositioning Dynamics and Pricing Strategy | PDF
Harikesh S. Nair, Paul Ellickson, Sanjog Misra2010
Modeling Social Interactions: Identification, Empirical Methods and Policy Implications | PDF
Wesley R. Hartmann, Puneet Manchanda, Harikesh S. Nair, Matthew Bothner, Peter Dodds, David Godes, Kartik Hosanagar, Catherine Tucker, February 2008
Measuring Marketing-Mix Effects in the Video-Game Console Market | PDF
Harikesh S. Nair, Pradeep K. Chintagunta, R. Sukumar, July 2007
Asymmetric Peer Effects in Physician Prescription Behavior: The Role of Opinion Leaders | PDF
Harikesh S. Nair, Tulikaa Bhatia, Puneet Manchanda2006
Empirical Analysis of Indirect Network Effects in the Market for Personal Digital Assistants | PDF
Harikesh S. Nair, Pradeep Chintagunta, Jean-Pierre Dube2006
Accounting for Primary and Secondary Demand Effects with Aggregate Data | PDF
Harikesh S. Nair, Pradeep Chintagunta, Jean-Pierre Dube2004

Teaching

Degree Courses

2016-17

This course examines the fundamental issues of creating a strategy for monetization and revenue growth within an organization. Students learn about setting an organization's business model design, aligning various functional areas within the...

This class will provide an overview of the travel and hospitality industry focusing on strategy, business models, institutions and innovations. Issues we will cover include pricing and yield management, service quality assessment and loyalty and...

Executive Education & Other Non-Degree Programs

Stanford Case Studies

Ad Technology: Display Advertising and the Growth of Programmatic | M356
Harikesh Nair, Allan Thygesen, Jaclyn Foroughi2015
Data Monetization and Consumer Tracking | M358
Harikesh Nair, Allan Thygesen, Jaclyn Foroughi2015
Qihoo 360: A Subversive Tiger in the Internet Jungle | M355
Harikesh Nair, Sheila Melvin2015

Conferences, Talks, and Speaking Engagements

Stanford University Affiliations

Service to the Profession

Area Editor

  • Operations Research (Marketing Science area)

Associate Editor

  • Management Science, Quantitative Marketing and Economics

Editorial Board

  • Journal of Marketing Research, Marketing Science

Member

  • American Marketing Association
  • INFORMS

In the Media

Wall St. Journal, November 5, 2014
Progressive Grocer, December 11, 2011
CBS News, November 19, 2009
US News & World Report, December 16, 1996

Insights by Stanford Business

July 13, 2018
TV sponsors will soon know when you click away, and that’s valuable information.
January 8, 2018
Online shoppers are savvy enough to discern sponsored listings from organic content — but the ads still work.
April 28, 2016
One study shows how native ads attract more business.
April 30, 2015
Those in the know share where to go to learn more about reward and related topics.
September 17, 2014
A marketing professor explains how workplace analytics can transform how companies hire, evaluate, motivate, and retain employees.
March 3, 2014
A marketing professor uses analytics to help improve the bottom line at a Las Vegas gaming company.
December 17, 2011
New research looks at supermarkets’ “everyday low pricing.”
November 1, 2011
To increase revenue, social networking sites need to give their most active users reason to post more information and make more friends.
September 1, 2011
A professor of marketing says eliminating sales quotas boosts company profits.
October 1, 2010
Research shows that the drugs your physician prescribes may well depend on the behavior of an opinion leader in his or her social network.

School News

June 1, 2016
Accounting professors Elizabeth Blankespoor and Ed deHaan, and Marketing Professor Harikesh Nair have been recognized by students for exceptional teaching.
September 1, 2005
Three senior professors — in accounting, organizational behavior, and marketing — have joined the Stanford GSB faculty, along with six junior faculty.