Anja Lambrecht

Anja Lambrecht is Professor of Marketing and Chair of the Marketing Faculty at London Business School. Her research focuses on digital marketing and the digital economy, examining how firms can strategically use retargeting to reach consumers, advertise on social media platforms to early trend propagators, and implement innovative digital pricing models such as freemium pricing for online content and mobile applications. Additionally, her research investigates how spillovers between different economic actors in digital markets can create the appearance of algorithmic bias, contributing to important conversations about fairness and transparency in automated systems. Further, her research examines the effect of consumer use of LLMs on their online behaviour as well as implications for firms.

Professor Lambrecht is committed to translating her research insights into management education. She teaches the electives "Channel and Sales Force Management" and "Measuring Impact in the Digital Economy," bringing her expertise in digital markets and in the challenges digital firms face directly to students. Her scholarly work has been published in leading marketing journals including the Journal of Marketing Research, Marketing Science, and Management Science, and she serves as an Associate Editor at both the Journal of Marketing Research and Management Science. Previously, she served as an Associate Editor at Marketing Science.

Before joining London Business School, Professor Lambrecht held positions as a Visiting Assistant Professor at the UCLA Anderson School of Management and as Visiting Scholar at the Stanford Graduate School of Business. She earned her PhD from Goethe University Frankfurt and also holds a Diplom-Kauffrau from Goethe University Frankfurt and a Maîtrise des Sciences de Gestion from Université Paris-Dauphine. Prior to her academic career, she worked as a consultant at McKinsey & Company in Frankfurt.