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Anja Lambrecht

Assistant Professor of Marketing

Diplom-Kauffrau MS (Goethe University & Universite Paris-Dauphine), PhD (Goethe University)

Dr Anja Lambrecht teaches the elective programme, ‘Going to Market: Managing the Channel and Sales Force’ to MBA and Executive MBA students. Her research focuses on the different aspects of pricing strategy; the adoption of services and technologies; and online advertising and electronic markets.

She received her PhD from Goethe University, Frankfurt. She also holds a Diplom-Kauffrau from Goethe University, Frankfurt and a Maîtrise des Sciences de Gestion from Université Paris-Dauphine, Paris.

Before becoming Assistant Professor of Marketing at London Business School, she was a Visiting Assistant Professor at the UCLA Anderson School of Management from 2005 – 2007; and a Visiting Scholar at Stanford Graduate School of Business between 2004 and 2005.

Dr Lambrecht’s work has been published in a number of leading academic journals, such as the Journal of Marketing Research. And before embarking on her PhD she worked as a consultant at McKinsey & Company in Frankfurt.


How do firms make money selling digital goods online?

Goldfarb A; Bonatti A; Ghose A; Goldstein D; Lewis R; Rao A; Sahni N; Yao S

Marketing Letters

Price promotion for emotional impact

Aydinli A; Bertini M; Lambrecht A

Journal of Marketing


When does retargeting work? Information specificity in online advertising

Lambrecht A; Tucker C

Journal of Marketing Research


Paying with money or effort: Pricing when customers anticipate hassle

Lambrecht A; Tucker C

Journal of Marketing Research

Price discrimination in service industries

Lambrecht A; Seim K; Vilcassim N; Cheema A; Chen Y; Crawford G S; Hosanagar K; Iyengar R; Koenigsberg O; Lee R; Eugenio J M; Miravete E; Sahin O

Marketing Letters

When talk is “free”: The effect of tariff structure on usage under two and three-part tariffs

Ascarza E; Lambrecht A; Vilcassim N

Journal of Marketing Research


Does uncertainty matter? Consumer behaviour under three-part tariffs

Lambrecht A; Seim K; Skiera B

Marketing Science

Research Interests

Pricing, choice and usage under nonlinear pricing, biases in tariff choice, adoption of services and technologies, online advertising and electronic markets.