Michaela Draganska

Candid photo of

Areas of Expertise

  • Marketing Analytics and Big Data
  • Marketing and Entrepreneurship
  • Marketing Communications
  • Marketing Research
  • Marketing Strategy
  • Technology and Innovation

Selected Works


Draganska, Michaela, HARTMANN, WESLEY, and Stanglein, Gena, Internet vs. TV advertising: A Brand-Building Comparison. Journal of Marketing Research (Oct 2014):

Draganska, Michaela, and Klapper, Daniel, Choice Set Heterogeneity and the Role of Advertising: An Analysis with Micro and Macro Data. Journal of Marketing Research 48 (Aug 2011): 653-669.

Draganska, Michaela, Ailawadi, Kusum L., Bradlow, Eric T., Nijs, Vincent, Rooderkerk, Robert P., Sudhir, K., Wilbur, Kenneth C., and Zhang, Jie, Empirical Models of Manufacture-Retailer Interaction: A Review and Agenda for Future Research. Marketing Letters 21 (Sep 2010): 273-285.

Draganska, Michaela, Clark, Robert, and Doraszelski, Ulrich, The Effect of Advertising on Brand Awareness and Perceived Quality: An Empirical Investigation Using Panel Data. Quantitative Marketing and Economics 7 (Jun 2009): 207-236.

Draganska, Michaela, Mazzeo, Michael, and Seim, Katja, Beyond Plain Vanilla: Modeling Joint Product Assortment and Pricing Decisions. Quantitative Marketing and Economics 7 (Jun 2009): 105-146.

Draganska, Michaela, Misra, Sanjog, Aguirregabiria, Victor, Bajari, Pat, Einav, Liran, Ellickson, Paul, Horsky, Dan, Narayanan, Sridhar, Orhun, Yesim, Reiss, Peter, Seim, Katja, Singh, Vishal, Thomadsen, Raphael, and Zhu, Ting, Discrete Choice Models of Firms’ Strategic Decisions. Marketing Letters 19 (Dec 2008): 399-416.

Draganska, Michaela, Berger, Jonah, and Simonson, Itamar, The Influence of Variety on Brand Perceptions, Choice, and Experience. Marketing Science 26 (Jul 2007): 460-472.

Draganska, Michaela, and Klapper, Daniel, Retail Environment and Manufacturer Competitive Intensity. Journal of Retailing 83 (Apr 2007): 183-198.

Draganska, Michaela, and Jain, Dipak, Consumer Preferences and Product-line Pricing Strategies: An Empirical Analysis. Marketing Science 25 (Mar 2006): 164-174.

Draganska, Michaela, and Doraszelski, Ulrich, Market Segmentation Strategies of Multiproduct Firms. The Journal of Industrial Economics 54 (Mar 2006): 125-149.

Draganska, Michaela, DUBE, JEAN-PIERRE, Sudhir, K., CHING, ANDREW, CRAWFORD, GREGORY S., FOX, JEREMY T., HARTMANN, WESLEY, HITSCH, GUNTER J., VIARD, V. BRIAN, VILLAS-BOAS, MIGUEL, and VILCASSIM, NAUFEL, Recent Advances in Structural Econometrics Modeling: Dynamics, Product Positioning and Entry. Marketing Letters 16 (Dec 2005): 209-224.

Draganska, Michaela, and Jain, Dipak, Product‐Line Length as a Competitive Tool. Journal of Economics and Management Strategy 14 (Mar 2005): 1-28.

Draganska, Michaela, and Jain, Dipak, A Likelihood Approach to Estimating Market Equilibrium Models. Management Science 50 (May 2004): 605-616.


BA Marketing, Statistics - Humboldt Universitaet zu Berlin 1996
PhD Marketing - Northwestern University 2001

Professional Experience

Academic-Stanford Graduate School of Business Assistant Professor of Marketing Jul 2001 - Aug 2005
Academic-Stanford Graduate School of Business Associate Professor of Marketing Sep 2005 - Jun 2011
Academic-Wharton School Marketing Lecturer Jul 2011 - Jun 2013

College News

Recent research at Drexel LeBow shows that Internet advertising works just as well as TV commercials in building company brands.

Thirteen new scholars and teachers are joining LeBow College of Business this year.

These top scholars and teachers join us in sustaining the quality of a LeBow College of Business education, while strengthening our contributions to the creation of new knowledge,” says Frank Linnehan, Ph.D, interim dean. “We are excited to welcome them to our family.”