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.

  • Pricing
  • Choice and usage under nonlinear pricing
  • Biases in tariff choice
  • Online advertising
  • Electronic markets


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 Online first


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


Can big data protect a firm from competition

Lambrecht A; Tucker C E

Competition Policy International 2017

Time preferences and the pricing of complementary durables and consumables

Lambrecht A; Ahmadi I; Skiera B; Heubrandner F

International Journal of Research in Marketing 2017 Vol 34:4 p 813-828


Fee or free: When should firms charge for online content?

Lambrecht A; Misra K

Management Science 2016 Vol 63:4 p 1150-1165

On storks and babies : correlation, causality and field experiments

Lambrecht A; Tucker C

GfK Marketing Intelligence Review 2016 Vol 8:2

The 4 mistakes most managers make with analytics

Lambrecht A; Tucker C E

Harvard Business Review Digital Articles 2016


How do firms make money selling digital goods online?

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

Marketing Letters 2014 June Vol 25:3 p 331-341

Price promotion for emotional impact

Aydinli A; Bertini M; Lambrecht A

Journal of Marketing 2014 2014 Vol 78:4 p 80-96


Economics of pricing services online

Lambrecht A

Chapter in: The New Palgrave Dictionary of Economics Online. Eds. Steven Durlauf and Lawrence Blume, Palgrave Macmillan

When does retargeting work? Information specificity in online advertising

Lambrecht A; Tucker C

Journal of Marketing Research 2013 Vol 50:5 p 561-576


Paying with money or effort: Pricing when customers anticipate hassle

Lambrecht A; Tucker C

Journal of Marketing Research 2012 February Vol 49:1 p 66-82

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 2012 Vol 23:2 p 423-438

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 2012 December Vol 49:6 p 882-889


Stuck in the adoption funnel: The effect of interceptions in the adoption process on usage

Lambrecht A; Seim K; Tucker C

Marketing Science 2011 Vol 30:2 p 355-367


Does uncertainty matter? Consumer behaviour under three-part tariffs

Lambrecht A; Seim K; Skiera B

Marketing Science 2007 Vol 6:5 p 698-710


Paying too much and being happy about it: Existence, causes and consequences of Tariff-Choice Biases

Lambrecht A; Skiera B

Journal of Marketing Research 2006 Vol 43:2 p 212-223


Apparent Algorithmic Discrimination and Real-Time Algorithmic Learning

Lambrecht A; Tucker C E

Social Sciences Research Network

Asymmetric Consequences of Cyber-Vulnerability on Health Services

Deng Y; Lambrecht A; Tucker C E

Social Sciences Research Network

Price Promotions and Online Product Evaluations

Liu Y; Lambrecht A; Deng Y

Social Sciences Research Network

Spillover Effects and Freemium Strategy in the Mobile App Market

Deng Y; Lambrecht A; Liu Y

Social Sciences Research Network

TV Advertising and Online Sales: The Role of Inter-Temporal Substitution

Lambrecht A; Tucker C E; Zhang X

Social Sciences Research Network


The effect of individual online reviews on purchase likelihood

Vana P; Lambrecht A

Tuck School of Business Working Paper


Tensile promotions in display advertising

Lambrecht A; Tucker C E

Social Sciences Research Network

Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.


  • Masters Degrees electives

    Optional courses providing a deep dive into specialist areas.

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    • Channel and Sales Force Management
      Digital technologies have disrupted the way firms interact with consumers and their distribution strategies. Established manufacturers and retailers are threatened by firms such as Amazon that exclusively use online channels. As the number of channels explodes, the need for coordination becomes vital. At the same time, digital technologies facilitate new business models and distribution strategies. This course focuses on how firms should manage the strategic dimension of distribution channel choice and their channels and sales force. Students learn how to successfully design, manage and evaluate a company's channel and sales force strategy and tactics in B2C and B2B markets. The course discusses the fundamental strategy choices and economics of distribution channel choice, looks at challenges related to digital channels, integration of broader channel strategies and the interaction of decisions with other marketing variables such as branding, pricing or the product lifecycle.
    • Measuring Impact in the Digital Economy
      When is making a change to a webpage, an algorithm, prices or products worthwhile? Is my advertising effective? Businesses increasingly use experiments to answer these questions. However, implementing experiments is not always straightforward. This class teaches causal methods with a special focus on field experiments, when they work and how to apply them. We will discuss how to measure impact in business situations and how to evaluate claims of impact made by others. Topics include field experiments (also: randomized controlled trials) and other methods that can be used when experiments are not feasible. The methods can be used in a variety of business contexts, but they have become especially important for digital businesses that are able to easily implement experiments. Methods are illustrated with examples from businesses such as Ebay and Uber and in areas such as advertising, pricing, product design or distribution channel decisions.
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  • PhD courses

    The first step to academic excellence.

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  • Executive Education

    Short programmes offering academic excellence, global focus and exceptional diversity of perspective.

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    • Developing Strategy for Value Creation
      "Making a real difference by defining how your business operates is an extraordinary task requiring focus and action. Developing Strategy for Value Creation will equip you with creative ways to break the rules that most businesses take for granted and opportunties to develop new sources of value."
    • Market Driving Strategies
      "Market Driving Strategies examines how enterprising companies can cultivate successful market driving innovations that deliver a leap in value to their customers"
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