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About Us

About the Project

The Emory Sports Marketing Analytics website was started to provide an outlet for research on how sports entities (Leagues, Teams, and Players) create valuable marketing assets.  The term “sports marketing assets” may be unfamiliar, but we feel it is useful terminology for thinking about sports marketing.  In particular, we are interested in how sports organizations create brand equity and customer loyalty.   The idea is that sports organizations and their marketing staffs should focus on creating valuable brands and intense fan loyalty.  Valuable brands and loyal fan relationships are both best viewed as assets in that they provide long-term value to organizations, and because these items need to be managed and protected.  As academics, our work tends to use a combination of statistical tools and consumer behavior theory.







Dr. Michael Lewis

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.







Dr. Manish Tripathi

Manish Tripathi joined the Goizueta Business School faculty in 2008 after completing a PhD in marketing at the Kellogg School of Management, Northwestern University. He earned a BA in economics from Stanford and, prior to his doctoral studies, worked for four years as a marketing and business development manager at Homestead Technologies, a software company in Menlo Park, California. He also worked as a financial analyst for the investment bank Hambrecht & Quist , conducting valuation, financial advisory, and transaction execution for technology and emerging growth companies. His research interests include multi-channel strategies, market structure and entry, structural models, and Bayesian statistics.