Pafos Innovation Institute

Prof. Barak Libai


Prof. Barak Libai is a professor, and the head of the marketing group,at the Arison School of Business at the Interdisciplinary Center (IDC), Herzliya, Israel. Previously was a faculty member in the Faculty of Management at Tel Aviv University, at the Industrial Engineering and Management faculty of the Technion – Israel Institute of Technology, and a visiting Prof. at the MIT Sloan School of .

His research deals much with customer social effects such as word of mouth, and their effect on the profitability of new products and brands, factors that affect profitability in the growth of markets for new products and brands, and the value of customers and products. He has published in journals such as Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of Service Research and the International Journal of Research in Marketing, among others. He has won several teaching awards, and numerous research prizes from organizations such as the Journal of Service Research, the Marketing Science Institute, The American Marketing Association, the International Journal of Research in Marketing, Journal of Marketing, ICIS and ESOMAR. He is on the editorial review board of several high-level academic journals and was on the academic advisory board of the Word of Mouth Marketing Association. He teaches courses on marketing management, customer management, social networks marketing and brand management.


Biyalagorsky, Eyal, Eitan Gerstner and Barak Libai (2001), “Customer Referral Management: Optimal Reward Programs,” Marketing Science, 20(1), 82-95.

Jacob Goldenberg, Barak Libai and Eitan Muller (2001), “Talk of the Network: A Complex System Look at the Underlying Process of Word-of-Mouth,” Marketing Letters 12(3), 209-221.

Jacob Goldenberg, Barak Libai and Eitan Muller (2002). “Riding the Saddle: How Cross Market Communication Can Create a Major Slump in Sales,” Journal of Marketing, 66(2), 1-17.

John E. Hogan, Katherine N. Lemon and Barak Libai (2003). “What is the True Value of a Lost Customer”, Journal of Service Research, 5 (3), 196-208 .

Barak Libai Eitan Muller and Renana Peres (2009), “The Diffusion of Services,” Journal of Marketing Research  , 46 (1), 163-175

Barak Libai Eitan Muller and Renana Peres (2009), “The Effect of Within-Brand and Cross-Brand Communication on Competitive Growth,” Journal of Marketing, 73 (1), 19-34

Jacob Goldenberg Barak Libai and Eitan Muller (2010), “The Chilling Effect of Network Externalities,”, International Journal of Research in Marketing, 27(1), 4-15

Irit Nitzan and Barak Libai (2011), “Social Effects on Customer Retention,” Journal of Marketing, 75(6), 24-38

Libai, Barak; Eitan Muller; and Renana Peres (2013), “Decomposing the Value of Word of Mouth Seeding Programs: Acceleration Vs. Expansion,” Journal of Marketing Research, April, pp. 161-176.

Ostreicher-Singer, Gal, Barak Libai, Liron Sivan, Eyal Carmi and Ohad Yassin (2013), “The Network Value of Products” , Journal of Marketing, 77(3), pp.1-14.

Haenlein , Michael and Barak Libai (2013), “Targeting Revenue Leaders for New Products”,   Journal of Marketing, 77(3), pp. 65-80

Haenlein , Michael and Barak Libai (2017), “Seeding, Referral and Recommendation:Creating Profitable Word-of-Mouth Programs,” California Management Review, 59(2), pp.68-91

Appel, Gil Barak Libai & Eitan Muller (2018), “On the Monetary Impact of Fashion Design Piracy,” Forthcoming , International Journal of Research in Marketing.
Dost, Florian, Ulrike Phieler, Michael Haenlein and Barak Libai (2018) “Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast Moving Consumer Goods,” Forthcoming, Journal of Marketing.