Faculty Profile

Delia Olga Ungureanu

PhD Candidate - Department of Marketing

Biography

Olga Ungureanu is a fourth year doctoral candidate at the Department of Marketing of BI Norwegian Business School in Oslo. The topic of her dissertation concerns pre-launch and post-launch dynamics surrounding new product introductions. Her supervisor is Rutger van Oest, professor of marketing at BI Norwegian Business School.

The first project of her dissertation, conducted in collaboration with the Wharton Customer Analytics Initiative, investigates potential sales cannibalization of complementary products (i.e., add-ons) sold by a firm that introduces new product versions (product replacements) over time. The second project of the dissertation aims to quantify the relative effectiveness of owned, earned, and paid media communication pre- compared to post- product launch, while accounting for feedback effects between communication media and firm value.

Olga has presented her research at the European Marketing Academy Conference and the ISMS Marketing Science Conference and has participated in the Doctoral Colloquia of both these conferences.

Substantive research
interests include new product introductions, digital marketing communications, customer relationship management, customer segmentation.

Methodological
interests include quantitative methods, choice models, latent-class models, time series models, text analysis, machine learning methods and algorithms.

Publications

Ungureanu, Delia Olga & van Oest, Rutger Daniel (2018)

When Customer Spending Backfires: Customer Trade-offs Between Durable Products Replacements and Add-on Purchases

[Academic lecture]. EMAC Conference.

Ungureanu, Delia Olga & van Oest, Rutger Daniel (2018)

When Customer Spending Backfires: Customer Trade-offs Between Durable Products Replacements and Add-on Purchases

[Academic lecture]. Marketing Science Conference.

Ungureanu, Delia Olga & van Oest, Rutger Daniel (2016)

The Role of Customer Satisfaction and Acquisition Channel in Incentivized Referral Programs

[Academic lecture]. EMAC Conference.

Academic Degrees
Year Academic Department Degree
2015 Handelshøyskolen BI Master of Science
Work Experience
Year Employer Job Title
2015 - Present BI Norwegian Business School PhD Candidate