Anja Lambrecht

Professor of Marketing

Diplom-Kauffrau MSc PhD (Goethe)

Professor Anja Lambrecht’s research focuses on digital marketing, with a particular emphasis on online targeting and advertising as well as promotion and pricing. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Her current work further focuses on how spillovers between different economic actors in digital markets can lead to apparent algorithmic bias.

Professor Lambrecht’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014, she received the Paul E. Green Award, in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award and in 2018 she received the William F. O’Dell Award. She is an Associate Editor at Marketing Science and the Journal of Marketing and a member of the Editorial Board of the Journal of Marketing Research.

Professor Lambrecht teaches the Marketing core course and the elective “Channel and Sales Force Management”.

Before joining London Business School, she was a Visiting Assistant Professor at the UCLA Anderson School of Management and a Visiting Scholar at Stanford Graduate School of Business. Prior to her academic life, Anja Lambrecht worked as consultant at McKinsey & Company in Frankfurt. Anja has a Ph.D. 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.

Disclosure Statement

Pricing
Choice and usage under nonlinear pricing
Biases in tariff choice

Online advertising

Electronic markets

2023

Field Experiments

Deng Y; Lambrecht A; Tucker C

In: The History of Marketing Science. 2nd Ed. Winer R & Neslin S (Eds.), pp. 335-362.

2021

Algorithm-based advertising: unintended effects and the tricky business of mitigating adverse outcomes

Lambrecht A; Tucker C

NIM Marketing Intelligence Review 2021 Vol 13:1 p 24-29

The effect of individual online reviews on purchase likelihood

Lambrecht A; Vana P

Marketing Science 2021 Vol 40:4 p 708-730

2019

Algorithmic bias? An empirical study into apparent gender-based discrimination in the display of STEM career ads

Lambrecht A; Tucker C

Management Science 2019 Vol 65:7 p 2966-2981

2018

Advertising to early trend propagators : evidence from Twitter

Lambrecht A; Tucker C E; Wiertz C

Marketing Science 2018 Vol 37:2 p 177-199

Cashback is cash forward: delaying a discount to encourage further spending

Lambrecht A; Vana P; Bertini M

Journal of Marketing Research 2018 Vol 55:6 p 852-868

Field experiments

Lambrecht A; Tucker C E

in: Hanssens, D M & Mizik, N., Handbook of marketing analytics: methods and applications in marketing, public policy, and litigation support. Cheltenham: Edward Elgar. Feb 2018

2017