Natalie Mizik explores myopic management practices and consequences of earnings inflation through real activity versus accounting accrual manipulation, corporate branding, and applications of natural language processing tools in marketing.
Her research centers on examining financial performance consequences of marketing strategies and activities, developing new metrics for marketing assets (brand energy) and building empirical models for assessing the value of intangible marketing assets. Dr. Mizik focuses on explanation (assessing causal effects) and forecasting (building models with enhanced predictive ability).
Top academic marketing and management journals have published her research on branding, strategy, managerial myopia, customer satisfaction and direct-to-physician pharmaceutical marketing.
An award-winning teacher and researcher, Dr. Mizik has served on the faculty of the Columbia Graduate School of Business and was a visiting professor at the MIT Sloan School of Management before she joined UNC Kenan-Flagler.
Before she began her academic career, she worked in business development and marketing at a large corporation in Russia.
She received her PhD in marketing from the University of Washington, Seattle. She received MS in economics from Moscow State Institute of International Relations.