Elie Ofek is the T. J. Dermot Dunphy Professor of Business Administration at Harvard Business School. Eitan Muller is professor of marketing at the Leonard N. Stern School of Business at New York University and the Arison School of Business of the Interdisciplinary Center Herzliya in Israel. Barak Libai is professor of marketing at the Arison School of Business at the Interdisciplinary Center Herzliya in Israel.
