Professor Peres’s research focuses on the interplay between brands, consumer social interactions, and firm decisions. Having been trained as a physicist, Peres applies modeling tools such as agent-based models, text and image analytics, diffusion models, and complex system modelling to revisit fundamental questions in marketing. She studies how brand perceptions are formulated and explores ways to quantify brand associations; she explores social network interactions among consumers and studies how these interactions are generated, and how they influence firms’ decision making. She has been studying the growth of innovations under various market conditions, and focuses on irregularities, spikes, defection, and disruption.
Renana Peres is the KMART professor of Marketing in the Hebrew University Business School.
Her areas of research address the interplay between brands, consumer social interactions, and firm decisions. She studies the determinants of brand perception, how word of mouth and social interactions are generated on brands, how social interactions eventually translate into sales. She studies how these data can be owned, controlled and monetized to ensure consumer data ownership. She uses methodologies such as blockchain, agent-based models, image processing, content analysis, machine learning, and diffusion models.
She was selected as a fellow of the European marketing Academy (EMAC), she served a the VP of international collaborations at EMAC.
Prof. Peres has served as a Visiting Assistant Professor of Marketing at University of Pennsylvania’s Wharton School, and NYU’s Stern School of Business. She has published her works in the Journal of Marketing Research, Journal of Marketing, Marketing Science, International Journal of Research in Marketing, Scientific Reports, PhysicaA, Quantitative Marketing and Economics, and Journal of Computational Neuroscience.
She is a Senior Editor of the International Journal of Research in Marketing, and a member of the Editorial Review Board of the Journal of Marketing Research and the Journal of Marketing. She has been selected as one of the DocSig list top 50 productive researchers, and is a winner of the Marketing Science Institute’s Ideas Challenge competition. Her work has been echoed in press by The-Marker, YNet, Globes, Israel Today, Calcalist, Times of Israel, New York Jewish Week, and Makor Rishon.
Prof. Peres earned her PhD in Marketing from Tel Aviv University’s Recanati Graduate School of Business Administration. She holds an MSc and BSc in Physics from the Hebrew University of Jerusalem, and an MBA from Tel Aviv University. She teaches the courses Marketing Management; and Modeling Social Phenomena Using Exact Sciences Tools. Her published books are Innovation Diffusion and New Product Growth
Prof. Peres is the founding CEO of PerSay, Ltd., an Israeli high-tech firm focusing on development and implementation of voice recognition algorithms. She serves as a board member of Haatid Provident Fund, and is a member of Haatid’s Committee for Alternative Investing.
