Simon Business School
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Faculty & Research

Faculty Profile

Ronald L Goettler
Professor of Economics, Marketing and Entrepreneurship
Senior Associate Dean for Faculty and Research
James N. Doyle, Sr. Professor of Entrepreneurship
Phone: 585.275.8920
Office: 2-202E Carol Simon Hall
WebsiteWebsite
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Bio

Before joining the Simon School in 2012, Ronald Goettler was an Assistant Professor of Marketing at the University of Chicago.

Teaching Interests

Economics, Marketing, Strategy, and Entrepreneurship

Research Interests

Professor Goettler’s research spans quantitative marketing, industrial organization, and finance, with an emphasis on structural econometric methods to understand consumer and firm behavior. He is particularly interested in high-tech industries, focusing on the relationship between competition and innovation and on the marketing of new products. Goettler’s research has been published in various academic journals including the Journal of Political Economy, the RAND Journal of Economics, and the Journal of Marketing Research. His paper, “Equilibrium in a Dynamic Limit Order Market,” which appeared in the Journal of Finance, was nominated for the journal’s Smith-Breeden Prize and won the NYSE award for the best paper on equity trading at the 2004 Western Finance Association Meeting.

Professional History

Professor of Economics, Marketing and Entrepreneurship
University of Rochester, Simon Business School
July 2014 -
Senior Associate Dean for Faculty and Research
University of Rochester-Simon Business School
July 2014 -
James N. Doyle, Sr. Professor of Entrepreneurship
University of Rochester-Simon School of Business
October 2012 -
Assistant Professor of Marketing
University of Chicago-Booth School of Business
2008 - 2012
Associate Professor of Economics
Carnegie Mellon University-Tepper School of Business
2005 - 2008
Assistant Professor of Economics
Carnegie Mellon University-Tepper School of Business
1999 - 2005
Instructor of Economics
Carnegie Mellon University-Tepper School of Business
1997 - 1999

Education

Yale University - 1999
Ph D
Economics
Yale University - 1996
Other
Masters - Philiosophy
Economics
Yale University - 1994
MA
Economics
Miami University - 1990
BA
Economics

Publications

2014
Competition and Product Innovation in Dynamic Oligopoly
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Quantitative Marketing and Economics / Springer
Volume: 12
Issue: 1
2012
New Drug Diffusion when Forward-Looking Physicians Learn from Patient Feedback and Detailing
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Jounral of Marketing Research
Volume: 49
Issue: 6
2011
Does AMD spur Intel to innovate more?
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Political Economy
Volume: 119
Issue: 6
2011
Tariff Choice with Consumer Learning and Switching Costs
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Marketing Research
Volume: 48
Issue: 4
2009
Informed Traders and LImit Order Markets
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Financial Economics
Volume: 93
Issue: 1
2005
Cofinancing to Manage Risk in the Motion Picture Industry
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Economics and Management Strategy
Volume: 14
Issue: 2
2005
Equilibrium in a Dynamic Limit Order Market
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Finance
Volume: 60
Issue: 5
2002
Structural Applications of teh Discrete Choice Model
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Letters
Volume: 13
Issue: 3
2001
Spatial Competition in the Network Television Industry
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: RAND Journal of Economics
Volume: 32
Issue: 4

Current Research Programs

Advertising Rates, Audience Composition, and Competition in the Network Television Industry
We estimate the relationship between advertising prices on prime-time network television and audience size and composition. Hedonic analysis reveals a price premium for (a) viewers from large audiences, (b) viewers 35--49 years old, and (c)~viewers from homogeneous audiences. We analyze the optimal scheduling of prime-time shows using the viewer-choice model of Goettler and Shachar~(2001) to predict show ratings for each demographic segment. Optimal schedules increase revenue by about 17 percent for each network when competitors' schedules are fixed. The gains are similar in equilibrium of the scheduling game because the increased use of counter-programming and nightly homogeneous-programming benefits the networks as a whole at the expense of non-viewing and non-network alternatives.
Innovation Equity
Evaluate the equity value of innovations in the microprocessor industry.
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