Renana Peres is the KMART professor of Marketing in the Hebrew University Business School.
Her areas of research address the interplay between brands, consumer social interactions, and firm decisions. She studies the determinants of brand perception, how word of mouth and social interactions are generated on brands, how social interactions eventually translate into sales. She studies how these data can be owned, controlled and monetized to ensure consumer data ownership. She uses methodologies such as blockchain, agent-based models, image processing, content analysis, machine learning, and diffusion models.
She was selected as a fellow of the European Marketing Academy (EMAC), and she serves as the VP of international collaborations at EMAC.
Professor Peres has served as a Visiting Assistant Professor of Marketing at University of Pennsylvania’s Wharton School, and NYU’s Stern School of Business. She has published her works in the Journal of Marketing Research, Journal of Marketing, Marketing Science, International Journal of Research in Marketing, Scientific Reports, PhysicaA, Quantitative Marketing and Economics, and Journal of Computational Neuroscience.
She is a Senior Editor of the International Journal of Research in Marketing, and a member of the Editorial Review Board of the Journal of Marketing Research and the Journal of Marketing. She has been selected as one of the DocSig list top 50 productive researchers, and is a winner of the Marketing Science Institute’s Ideas Challenge competition.
Professor Peres earned her PhD in Marketing from Tel Aviv University’s Recanati Graduate School of Business Administration. She holds an MSc and BSc in Physics from the Hebrew University of Jerusalem, and an MBA from Tel Aviv University. She teaches the courses Marketing Management, and Modeling Social Phenomena Using Exact Sciences Tools. Her published books are Innovation Diffusion and New Product Growth
Professor Peres received the Landau Prize for Arts and Sciences from the Mifal HaPais Foundation in 2024 for her initiative to rehabilitate small and medium-sized businesses affected by the war.
Prof. Peres is the founding CEO of PerSay, Ltd., an Israeli high-tech firm focusing on development and implementation of voice recognition algorithms. She serves as a board member of Haatid Provident Fund, and is a member of Haatid’s Committee for Alternative Investing.
- Research Summary
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Professor Peres’s research focuses on the interplay between brands, consumer social interactions, and firm decisions. Having been trained as a physicist, Peres applies modeling tools such as agent-based models, text and image analytics, diffusion models, and complex system modelling to revisit fundamental questions in marketing. She studies how brand perceptions are formulated and explores ways to quantify brand associations; she explores social network interactions among consumers and studies how these interactions are generated, and how they influence firms’ decision making. She has been studying the growth of innovations under various market conditions, and focuses on irregularities, spikes, defection, and disruption.
- Publications
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Gelper, Sarah, Mitchell J. Lovett, and Renana Peres (2024), "The effect of second screening on repeat viewing: Insights from large-scale mobile diary data," Journal of the Academy of Marketing Science (2024): 1-24.
Renana Peres and David Schweidel (2024), “Putting consumers in control of their data: Revisiting data ownership”
Daria Dzyabura and Renana Peres (2024), “Color Analytics for Data Driven Brand Communication”
Gil Parnass, Osnat Levzion-Korach, Renana Peres, and Michael Assaf (2023), “Estimating Emergency Department Crowding with Stochastic Population Models,” "Estimating emergency department crowding with stochastic population models." PLoS ONE 18(12), e0295130.
Renana Peres, Martin Schreier, David A. Schweidel, and Alina Sorescu. "The Creator Economy: An Introduction and a Call for Scholarly Research," International Journal of Research in Marketing forthcoming.
Renana Peres, Martin Schreier, David Schweidel, and Alina Sorescu (2023), “On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice." International Journal of Research in Marketing 40(2) 269-275.
Renana Peres, Martin Schreier, David A. Schweidel, and Alina Sorescu (2022), "Blockchain meets marketing: Opportunities, threats, and avenues for future research." International Journal of Research in Marketing 40(1), 1-11.
Eitan Muller and Renana Peres (2023), Innovation Diffusion in The History of Marketing Science 2nd Edition (Chapter 4) Russell S Winer and Scott A Neslin, eds. World Scientific Publishing Company, Singapore.
Renana Peres, Martin Schreier, David Schweidel, and Alina Sorescu (2023), “On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice." International Journal of Research in Marketing 40(2) 269-275.
Renana Peres, Martin Schreier, David A. Schweidel, and Alina Sorescu."The Creator Economy: An Introduction and a Call for Scholarly Research," International Journal of Research in Marketing forthcoming.
Daria Dzyabura, Siham El Khial and Renana Peres (2021), "Image Analytics in Marketing", in Handbook of Market Research, pp. 665-692. Cham: Springer International Publishing, Christian Homburg, Martin Klarmann, Arnd E. Vomberg, Eds. Springer, forthcoming.
Martin Schreier, Renana Peres, David Schweidel, Alina Sorescu (2021), “IJRM 2021–2024: Innovation, speed, diversity, let’s push things forward together.” International Journal of Research in Marketing, forthcoming.
Dzyabura, Daria, and Renana Peres (2021), "Visual Elicitation of Brand Perception." Journal of Marketing, 85(4), pp.44-66.
Dvir, Tom, Renana Peres, and Zeév Rudnick (2020). "Modelling the expected probability of correct assignment under uncertainty." Scientific reports 10(1) 1-9.
Renana Peres, Sunali Talwar, Liav Alter, Michal Elchanan and Yuval Friedman (2020), “Narrowband Influencers and Global Icons: Universality and Media Compatibility in the Communication Patterns of Political Leaders Worldwide,” Journal of International Marketing 28(1), pp.48-65.
Mitchell J. Lovett, Renana Peres and Linli Xu (2019), “Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth,” Quantitative Marketing and Economics, 17(3) 215-255.
Eitan Muller and Renana PeresI (2019), “The Effect of Social Networks Structure on Innovation Performance: A Review and Directions for Research,” International Journal of Research in Marketing, 36(1) 3-19. Lead Article.
Mitch Lovett and Renana Peres (2018), “Mobile Diaries - Benchmark against Metered Measurements: An Empirical Investigation,” International Journal of Research in Marketing, 35(2) 224-241.
Sarah Gelper, Renana Peres, and Josh Eliashberg (2018), “Pre-release Word-Of-Mouth Dynamics: The Role of Spikes,” Journal of Marketing Research, 55(6) 801-817.
Mitch Lovett, Renana Peres, and Ron Shachar (2014) “A dataset of brands and their characteristics,” Marketing Science, 33 (4) 609-617.
Renana Peres (2014) “The impact of network characteristics on the diffusion of innovations,” Physica A, 402 330-343.
Renana Peres and Christophe Van den Bulte (2014) “When to Take or Forego New Product Exclusivity,” Journal of Marketing,78 (2) 83-100.
Mitch Lovett, Renana Peres, and Ron Shachar (2013) “On Brands and Word-of-Mouth,” Journal of Marketing Research, 50 (4) 427-444. Lead Article.
Barak Libai, Eitan Muller and Renana Peres (2013) “Decomposing the Value of Word of Mouth Seeding Programs: Acceleration vs. Expansion,” Journal of Marketing Research, 50 (2) 161-176. Lead Article. Final nominee for the Paul Green award.
Renana Peres, Eitan Muller, and Vijay Mahajan (2010), “Innovation Diffusion and New Product Growth Models: A Critical Review and Research Directions,” International Journal of Research in Marketing, 27 (2) 91-106. Lead Article. Final Nominee for Best Paper Award.
Stefan Stremersch, Renana Peres and Eitan Muller (2010), “Does New Product Growth Accelerate Across Technology Generations?” Marketing Letters, 21 (2) 103-120.
Lilien, Gary L., Rajdeep Grewal, Doug Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, and Raji Srinivasan (2009), “Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda,” Marketing Letters, 21 (3) 298-299.
Barak Libai, Eitan Muller and Renana Peres (2009), “The Effect of Within-Brand and Cross Brand Word of Mouth on Competitive Growth,” Journal of Marketing, 73 (3), 19-34.
Barak Libai, Eitan Muller and Renana Peres (2009), “The Diffusion of Services,” Journal of Marketing Research, 46 (2) 163-175. Final nominee for the Paul Green award. Finalist for O’Dell long term impact award.
Jacob Goldenberg, Barak Libai, Eitan Muller and Renana Peres (2006), “Blazing Saddles: Early and Main Markets in Product-Life-Cycle in High-Tech Industries,” The Economic Quarterly, 53, 249-271.
Barak Libai, Eitan Muller and Renana Peres (2005), “The Role of Seeding in Multi-Market Entry,” International Journal of Research in Marketing, 22(4), 375-393. Lead Article.
Renana Peres (2001), “Beyond the Equal Error Rate – About the Inter-Relationship between Algorithm and Application,” Proceedings: 2001- The International Workshop for Speaker Recognition, Special Issue of IEEE, 3-7.
Renana Peres and Shaul Hochstein (1994), “Modeling Perceptual Learning with Multiple Interacting Elements: a neural network model for describing early visual perceptual learning,” Journal of Computational Neuroscience, vol. 1, 323-338.
Renana Peres and Shaul Hochstein (1993), “Modeling Perceptual Learning with Multiple Interacting Elements,” Israel Symposium on Neuroscience Abstract 2:73.
- In The News
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https://www.ynet.co.il/laisha/article/sym0a6wdc
https://www.ifatmediasite.com/ms/radiomp4/2024/04/01/12794051.mp4
https://www.youtube.com/watch?v=zBrBOefDTFo
https://www.timesofisrael.com/how-an-australian-boot-became-israels-go-to-shoe/
https://jewishweek.timesofisrael.com/buyers-remorse-over-black-friday/
http://bschool.huji.ac.il/bs/Bogrim/Bogrim/node/925
https://www.themarker.com/career/.premium-1.9702540
https://www.makorrishon.co.il/magazine/dyukan/333025/
https://www.ynet.co.il/environment-science/article/rkdTinahP
https://www.globes.co.il/news/article.aspx?did=1001217658
https://www.globes.co.il/news/article.aspx?did=1001207413
https://www.israelhayom.co.il/article/758269
https://www.calcalist.co.il/internet/articles/0,7340,L-3801897,00.html
- Awards & Honors
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Awards and Memberships
The Landau Prize for Sciences and Arts - 2024
European Marketing Academy distinguished fellow – since May 2024
VC external relations of the European Marketing Academy – since Sep 2022
Winner of the Steemkamp long term impact award, 2023 (the first ever Israeli)
Track Chair – Marketing Science Conference 2021 (the first ever Israeli).
Organizing the EMAC 2019, 2020, 2021 Doctoral Consortium (the first ever Israeli).
Organizing Marketing Science 2019 Women Symposium.
Organizing the Summer AMA 2019, Chicago (the first ever Israeli).
Since 2015 – a senior faculty at the Sheth AIM Doctoral Consortium.
Chosen as one of the top 50 productive researchers, as part of the DocSig list of Author Research Productivity in the Premier AMA Journals (2009-2013).
Finalist for the Paul Green award, for the paper “Decomposing the Value of Word of Mouth Seeding Programs: Acceleration vs. Expansion”, Journal of Marketing Research, 2013.
Finalist for O’Dell long term impact award for the paper “The Diffusion of Services”, Journal of Marketing Research, 2009.
Organizing the “Homoconnecticus - Technological Evolution or a Social Revolution” session in the 4th Presidential Conference, Israel. 2012
Winner of the Marketing Science Institute research proposal competition for multichannel marketing in 2010.
Winner of the “Ideas Challenge” competition of the Marketing Research Institute, 2011.
Finalist for the Paul Green award, for the paper “The Diffusion of Services”, Journal of Marketing Research, 2009.
Israel representative in EMAC, the European marketing council, 2005-2010.
Outstanding Lecturer Award, Faculty of Industrial Engineering and Management, Technion, Israel Institute of Technology, fall and winter semesters 2003; fall semester 2005.
Board member of the ISCA SPLC (the European branch of IEEE) interest group.
Chairman of the International Workshop for Speaker Recognition in Crete, 2001.
Member of the Organizing Committee of the International Workshop for Speaker Recognition since 2001.
Member of the Organizing Committee of Marketing in Israel since 2006.
Dean’s list for 1989, 1990, 1991, Hebrew University of Jerusalem.