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Yesim Orhun

Yesim Orhun

Assistant Professor of Marketing

PhD, University Of California, Berkeley

Yesim Orhun studies optimal product decisions in retail competition and strategic consumer behavior. Thus, her research interests span and combine two main areas: empirical quantitative marketing / industrial organization and experimental economics. Her empirical research is mostly concerned with retailers' non-price strategies such as advertising, product assortment and location choice in a competitive environment.  She is also interested in the role of contractual incentives on retailer performance. Her experimental research focuses on the impact of consumers' beliefs about others and future events on their strategic behavior. She combines these two areas of research by investigating how retailer strategies shape consumer beliefs and by showing the importance of consumer belief heterogeneity for designing optimal strategies.

She brings new insights from research to the classroom. When searching for a better strategy in complex business situation, she encourages students to employ critical thinking about possible strategies by identifying the relevant questions for the problem at hand, collecting and analyzing data to answer them while considering competitors'
  and consumers' reactions.

Yesim Orhun
Stephen M. Ross School of Business
University of Michigan
701 Tappan St.
Ann Arbor, MI 48109-1234

Office Location: R5460

Phone: (734) 936-0175

Working Papers
Marketing Web Site