Michael Lewis joined Goizueta Business School in July 2010. Prior to obtaining a Ph.D. in Marketing from Northwestern Lewis earned an MBA from the University of Chicago and a Master's in Industrial Engineering from the University of Illinois. He was formerly an assistant professor at the University of Florida and Washington University at St. Louis. His professional background also includes experience at Northwest Airlines. Lewis’ research focuses on issues such as consumer response to loyalty programs, methods for customer valuation and dynamic pricing. His research has appeared in the Journal of Marketing Research, Management Science, Marketing Science, Journal of Marketing and the Journal of Retailing.
Areas of Expertise (5)
Kellogg Graduate School of Management, Northwestern University: Ph.D., Marketing 2001
Graduate School of Business, University of Chicago: M.B.A., Marketing and Finance 1993
College of Engineering, University of Illinois, Urbana: M.S., Industrial Engineering and Operations Research 1990
College of Engineering, University of Illinois, Urbana: B.S., Industrial Engineering 1989
Media Appearances (6)
To Bolster KLM’s Identity, a ‘Charmingly Clueless Approach’ to Humor
New York Times online
Humor in advertising is appealing because “the entertainment aspect is the hook to get people to watch,” thus giving legitimacy to a brand that’s less familiar.
When it comes to Twitter, @Packers among best
Green Bay Press Gazette
The analysis was developed by Michael Lewis and Manish Tripathi of the Goizueta Business School at Emory University in Atlanta. Their research focuses on how sports organizations create brand equity and customer loyalty. They also developed analytics for such items as Fan Equity Rankings (the @Packers are seventh) and Social Media Based Personality...
Bears Fan Base More Loyal Than Packers: Study
Dr. Michael Lewis of the Atlanta university’s Goizueta School of Business used a formula combining each team’s sales and social media following to find the “Dynamic Fan Equity,” a number based on the team’s fans willingness to spend, miles traveled to see the team play and following on social media...
Study ranks Eagles supporters as fifth-best fan base in the NFL
Conducted by Dr. Michael Lewis of Emory University’s Goizueta School of Business, the study analyzed four years of social media data and 15 years of attendance data for NFL teams’ fan bases. Lewis then ranked teams based on their “Dynamic Fan Equity,” which is calculated using their “Fan Equity” (fans’ willingness to spend) and “Social Media Equity” (fans’ willingness to share) scores...
Washington has everything to lose
Now there's new evidence that shows Snyder is actively hurting his team by clinging to its offensive moniker. Michael Lewis and Manish Tripathi, marketing professors at Emory University, calculate what they call fan equity, which is how much money fans are willing to invest in their teams once you control for how well a club does on the field and for how big and rich its market is. The professors have found that Washington's pull is declining. "We see the Redskins coming in the bottom half of the league," says Lewis. "But what's really key is the change." Specifically, the team has fallen from first in the NFL to 20th over the past decade...
‘Redskins’ Is Bad Business
The New York Times
The moral arguments against the Washington Redskins’ team name, which is considered offensive to American Indians, are by now well known, especially in the wake of last week’s decision by the United States Patent and Trademark Office to strip the team of trademark protections...