[GOLF] Sports Marketing with Prof. Derdenger

Sports marketing is an area of focus for Professor Derdenger. He and Professor Srinivasan took a specific look at the impact of celebrity endorsements (CEs) on product sales. They have the first paper that causally shows celebrity endorsements increase product sales. They then move to understand how firms with CEs should manage unplanned free exposure of its product with its planned paid advertising over the product life cycle. Professor Derdenger's last paper looks to understand the mechanism for why CEs shift product sales.

Please join the Golf Club in welcoming Professor Derdenger as he provides us with a high-level overview of his research!

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