Assistant Professor of Management
Empirical measurement and analytical modeling of social influence, Network effects, Fashion, Empirical IO, Structural models of auctions, Dynamic decision models.
Assistant Professor Hema Yoganarasimhan completed her undergraduate degree at the Indian Institute of Technology, Madras, and at Yale University held a fellowship while completing her M.Phil., M.A. and Ph.D. in Marketing. In 2008 she won the MSI Alden G. Clayton Doctoral Dissertation Proposal Award, which is sponsored by the Marketing Science Institute. She also won the 2012 Frank M. Bass Outstanding Dissertation Award and was the finalist for the 2012 John D.C. Little Best Paper Award.
Yoganarasimhan, Hema, The Value of Reputation in Online Freelance Marketplaces. Forthcoming at Marketing Science.
Yoganarasimhan, Hema (2012), Cloak or Flaunt? – The Fashion Dilemma,
Marketing Science, Vol. 31(1), pp 74–95.
- Winner, Frank M. Bass Outstanding Dissertation Award, 2012
- Finalist, John D.C. Litte Best Paper Award, 2012
Yoganarasimhan, Hema (2012), Impact of Social Network Structure on Content Propagation – A Study using YouTube Data, (Code)
Quantitative Marketing and Economics, Vol. 10(1), pp 111–150.
Mayzlin, Dina, and Yoganarasimhan, Hema (2012), Link to Success – How Blogs Build an Audience by Promoting Rivals, (Technical Appendix)
Management Science, Vol. 58(9), pp 1651–1668.
Yoganarasimhan, Hema, Estimation of Beauty Contest Auctions. Under review at Marketing Science.
Yoganarasimhan, Hema, Identifying the Presence and Cause of Fashion Cycles in the Choice of Given Names. Revision invited at Marketing Science.