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Faculty Directory

Natalie Mizik
Office: 412
Phone: 206-543-9001
Fax: 206-543-7472

Curriculum vitae:

Foster School of Business
University of Washington
Box: 353226
Seattle, WA 98195

Natalie Mizik

Professor of Marketing
J. Gary Shansby Endowed Chair in Marketing Strategy


PhD University of Washington (2002)
MS MGIMO University (1995)

Academic Expertise

marketing strategy
myopic management
valuation of intangibles



Current Research

Branding, myopic management, earnings management, executive compensation, ML

Positions Held

Associate Professor of Marketing and Sarah Graham Kenan Scholar 2012, Kenan-Flagler Business School, UNC 2011-2012
Visiting Associate Professor of Marketing, MIT Sloan School of Management, 2010-2011
Gantcher Associate Professor of Business, Columbia Graduate School of Business, 2007-2011
Assistant Professor of Marketing, Columbia Graduate School of Business, 2002-2007

Selected Publications

  1. Visual Listening In: Extracting Brand Image Portrayed on Social Media
    Journal Article:Liu, L., D. Dzyabura, and Natalie Mizik, (forthcoming). Marketing Science,
  2. Handbook of Marketing Analytics with Applications in Marketing, Public Policy, and Litigation
    Book:Mizik, N., Hanssens, D., (2018). Elgar Publishing
  3. Managing for the Moment: Role of Real Activity Manipulation versus Accruals in SEO Over-Valuation
    Journal Article:Kothari, S.P., Mizik, N., Roychowdhury, S., (2016). The Accounting Review,
  4. Assessing the Total Financial Performance Impact of Brand Equity with Limited Time-Series Data
    Journal Article:Mizik, Natalie, (2014). Journal of Marketing Research, Vol. 51(6), pp. 691-706.
  5. Firm Innovation and the Ratchet Effect among Consumer Packaged Goods Firms
    Journal Article:Moorman, C., Wies, S., Mizik, N., & Spencer, F., (2012). Marketing Science, Vol. 31(6), pp. 934–951.
  6. Modeling coexisting business scenarios with time-series panel data: A dynamics-based segmentation approach
    Journal Article:Bucklin, R., Mizik, N., & Sismeiro, C., (2012). International Journal of Research in Marketing, Vol. 29(2), pp. 134-147.
  7. Merging Company Identities May Add Value
    Journal Article:Dinner, I., Knowles, J., & Mizik, N., (2011). Harvard Business Review, Vol. 89(September), pp. 26.
  8. The Theory and Practice of Myopic Management
    Journal Article:Mizik, N., (2010). Journal of Marketing Research, Vol. 47(4), pp. 594-611.
  9. Valuing Branded Businesses
    Journal Article:Mizik, N., & Jacobson, R., (2009). Journal of Marketing, Vol. 73(6), pp. 137-153.
  10. The Financial Markets and Customer Satisfaction: Re-examining Possible Financial Market Mis-Pricing of Customer Satisfaction
    Journal Article:Jacobson, R. & Mizik, N., (2009). Marketing Science, Vol. 28(5), pp. 810-819.
  11. The Financial Value Impact of Perceptual Brand Attributes
    Journal Article:Mizik, Natalie, Jacobson, Robert L., (2008). Journal of Marketing Research, Vol. 45(1), pp. 15-32.
  12. Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context
    Journal Article:Mizik, N., Jacobson, R., (2007). Marketing Science, Vol. 26(3), pp. 361-379.
  13. Are Physicians ‘Easy Marks’? Quantifying the Effects of Detailing and Sampling on New Prescriptions
    Journal Article:Mizik, N., Jacobson, R., (2004). Management Science, Vol. 51(12), pp. 1704-1715.
  14. Trading Off between Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis
    Journal Article:Mizik, Natalie, Jacobson, Robert L., (2003). Journal of Marketing, Vol. 67, pp. 63-76.

Honors and Awards

2017 Adobe Data Science Research Award
Teaching Excellence Award, UW TMMBA (2017, 2014, 2013)
AMA Distinguished Service Award (2015)
AMA Consortium Faculty – AMA Sheth Foundation Doctoral Consortium (2015, 2014, 2012, 2009, 2008, 2007)
Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor, American Marketing Association (2012)
Journal of Marketing Research, JMR, William F. O'Dell Award, Finalist (2012)
Varadarajan Award for Early Career Contributions to Marketing Strategy Research, American Marketing Association, Strategy SIG (2011)
MSI, Robert D. Buzzell Best Paper Award, Finalist (2011), Winner (2009)
Journal of Marketing Research, JMR, Paul E. Green best paper Award, Finalist (2011, 2009)
John D.C. Little Best Paper Award, Finalist (2009)
Marketing Association of Columbia Teaching Award “Best Marketing Class Taken at CBS” (2009)
MSI third biennial Young Scholars Program (2005)
ISBM Award Winner (2001), Honorable Mention (2000)

Academic Service

INFORMS, ISMS Treasurer (2017-present), Subdivision Council Member (2013-2014)
AMA Academic Council, Member (2012-2015)
Marketing Accountability Standards Board (MASB) Advisory Council (2011-2012), Charter Director and Project Co-Lead (2009-2011)
Editorial Review Board Membership:
Marketing Science (2011-present)
Journal of Marketing (2010-present)
Marketing Letters (2008-present)
Journal of Marketing Research (2007-present)
International Journal of Research in Marketing (2008-2015)
Conference Organizing:
Brands and Branding in Law, Accounting, and Marketing Conference, April 2012, UNC, Chapel Hill, Co-Chair
Marketing Dynamics Conferences 2005-2011, Member of the Organizing and/or Program Committees
Marketing Strategy Meets Wall Street II: Emerging Perspectives from Academics and Practitioners Conference, Boston, MA, May 12 - 14, 2011, Member of the Advisory Committee
Women in Marketing Academia (AMA 2010, 2012) and Women in Marketing Science (MktgSci 2011, 2012) meetings, Co-organizer

Courses Taught

MBA - Core Marketing Strategy, Strategic Marketing Planning, Advanced Marketing Strategy
EMBA - Marketing Management, Strategic Marketing Planning, Advanced Marketing Strategy
TMMBA - Strategic Marketing Management
PhD - Special topics: Measuring Marketing Strategy Performance

Executive Teaching

Entrepreneurship Development Program
Global Leadership Strategy Program