Zsolt Katona

Cheryl and Christian Valentine Associate Professor, Haas School of Business
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Zsolt Katona is Cheryl and Christian Valentine Associate Professor at the Haas School of Business. Katona joined Berkeley Haas in 2008 as an assistant professor of marketing. His research focuses on online marketing strategy, networks, and social media. He studies how firms can better take advantage of new digital technologies and how they can integrate them into their marketing mix.

Katona is faculty director of the Fisher Center for Business Analytics at the Haas School. He was named a Marketing Science Institute Scholar awardee and was a Barbara and Gerson Bakar Faculty Fellow. He is associate editor of the journals Management Science and Marketing Science, and serves on the editorial board of the International Journal of Research in Marketing. Before joining Berkeley Haas, Katona received his PhD in management (marketing) from INSEAD. He also holds a PhD in computer science and an MSc in Mathematics, Eotvos Lorand University, Hungary.

Programs for Individuals 
Academic Background 

PhD, Management (Marketing), INSEAD

PhD, Computer Science, Eotvos Lorand University, Hungary

MSc, Mathematics, Eotvos Lorand University, Hungary

Publications & Media

Papers & Articles 

Agenda Chasing and Contests among News Providers.

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Predicting Mobile Advertising Response Using Consumer Co-Location Networks.

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Competing for Attention in Social Communication Markets

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Democracy in Product Design: Consumer Participation and Differentiation Strategies

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Information Communities: The Network Structure of Communication

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Maersk Line: B2B Social Media – ‘It’s Communication, Not Marketing”.

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The Role of Search Engine Optimization in Search Rankings.

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Media, Aggregators and the Link Economy: Strategic Hyperlink Formation in Content Networks.

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Most Probably Intersecting Families of Subsets

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Awards & Honors 
  • MSI Alden G. Clayton Doctoral Dissertation Proposal Competition Winner, 2007 
  • Sasakawa Young Leaders Fellowship, 2007
  • Association for Consumer Research Best Working Paper Award, 2006
  • AMA Sheth Foundation Doctoral Consortium Fellow, 2006
Programs for Individuals 
Academic Background 

PhD, Management (Marketing), INSEAD

PhD, Computer Science, Eotvos Lorand University, Hungary

MSc, Mathematics, Eotvos Lorand University, Hungary

Publications & Media

Papers & Articles 

Agenda Chasing and Contests among News Providers.

VIEW

Predicting Mobile Advertising Response Using Consumer Co-Location Networks.

VIEW

Competing for Attention in Social Communication Markets

VIEW

Democracy in Product Design: Consumer Participation and Differentiation Strategies

VIEW

Information Communities: The Network Structure of Communication

VIEW

Maersk Line: B2B Social Media – ‘It’s Communication, Not Marketing”.

VIEW

The Role of Search Engine Optimization in Search Rankings.

VIEW

Media, Aggregators and the Link Economy: Strategic Hyperlink Formation in Content Networks.

VIEW

Most Probably Intersecting Families of Subsets

VIEW
VIEW MORE