פרופ' עופר מינץ

Prof. Ofer Mintz's research focuses on four substantive topics:

1. Marketing metrics and analytics

2. Marketing's role and impact on start-up firms 

3. Big data and digital marketing

4. How firms should enact customer-centric solutions to navigate through and grow during and after the COVID-19 pandemic

Ofer's methodological approach employs an integrative attempt to amalgamate cutting edge econometric techniques that analyzes unique empirical data with theories from marketing, finance, strategy, accounting, and behavioral decision theory to address managerially relevant issues.

Book

Mintz, Ofer (2022), The Post-Pandemic Business Playbook: Customer-Centric Solutions to Help Your Firm Grow, Palgrave Macmillan.

Academic Publications

1. Mintz, Ofer and Imran S. Currim (2013), “What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?” Journal of Marketing, 77(2), 17–40.
2. Mintz, Ofer, Imran S. Currim, and Ivan Jeliazkov (2013), “Information Processing Pattern and Propensity to Buy: An Investigation of Online Point-of-Purchase Behavior.” Marketing Science, 32(5), 716-732.
3. Currim, Imran S., Ofer Mintz, and S. Siddarth (2015), “Information Accessed or Information Available? The Impact on Consumer Preferences Inferred at a Durable Product E-commerce Website.” Journal of Interactive Marketing, 29(1), 11-25.
4. Mintz, Ofer and Imran S. Currim (2015), “When Does Metric Use Matter Less? How Firm and Managerial Characteristics Moderate the Relationship between Metric Use and Marketing Mix Performance.” European Journal of Marketing, 49(11/12), 1809-1856.
5. Gilbride, Timothy J., Imran S. Currim, Ofer Mintz, and S. Siddarth (2016), “A Model for Inferring Market Preferences from Online Retail Product Information Matrices.” Journal of Retailing, 92 (4), 470-85.
6. Choudhary, Vidyanand, Imran S. Currim, Sanjeev Dewan, Ivan Jeliazkov, Ofer Mintz, and John G. Turner (2017), “Evaluation Set Size and Purchase: Evidence from a Product Search Engine.” Journal of Interactive Marketing, 37(1), 16-31.
7. Mintz, Ofer, Imran S. Currim, Martijn de Jong, and Jan-Benedict Steenkamp (2021), “Managerial Metric Use in Marketing Decisions across 16 Countries: A Cultural Perspective.” Journal of International Business Studies, 52(8), 1474-1500.
   --- Finalist for 2019 Robert D. Buzzell Best Paper Award from the Marketing Science Institute’s Working Paper Series for making the most significant contribution to marketing practice and thought during the previous two years calendar years.
8. Mintz, Ofer, Timothy J. Gilbride, Imran S. Currim, and Peter Lenk (2021), “The Right Metrics for Marketing-Mix Decisions.” International Journal of Research in Marketing, 38(1), 32-49.
   --- Winner of 2021 Robert D. Buzzell Best Paper Award from the Marketing Science Institute’s Working Paper Series for making the most significant contribution to marketing practice and thought during the previous two years calendar years.
9. Healey, John and Ofer Mintz (2021), “What if Your Owners Also Own Other Firms in Your Industry? The Relationship between Institutional Cross-Ownership, Marketing, and Firm Performance.” International Journal of Research in Marketing, 38(4), 838-856.
10. Mintz, Ofer and Eric Knight (2022), “Beyond Usual: [Six] Ways Leading Firms diverge from Business as Usual.” Management and Business Review, 2(2), 61-67.
11. Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé (2022), “National Customer Orientation: A Framework, Propositions and Agenda for Future Research.” European Journal of Marketing, 56(4), 1014-1041.
12. Wang, Yitong, Ofer Mintz, Dipin Chen, and Kehan Chen (2023), “Alibaba’s Use of Artificial Intelligence to Engage with Millions of Daily Customer Service Enquires.” Management and Business Review, 3(1 and 2), 19-23.
13. Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé (2023), “National Customer Orientation: An Empirical Test Across 112 Countries.” Marketing Letters, 34(2), 189-204.
    --- Created website (https://sites.uci.edu/nationalcustomerorientation/) to allow managers and academics to access national customer orientation benchmark data
14. Lu, Shuya (Subrina), and Ofer Mintz (2023), “Marketing on the Metaverse: Research Opportunities and Challenges.” AMS Review, 13(1), 151-166.

Managerial Publications

1. Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim (2020), “Your Customers Have Changed. Here's How to Engage Them Again.” Forbes and Harvard Business School Working Knowledge (joint publication).
2. Mintz, Ofer (2020), “Australia Re-opens: Seven Ways to Increase the Likelihood Customers will Return to Your Store.” Smart Company.
3. Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim (2021), “How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics.” Harvard Business School Working Knowledge.
4. Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim (2021), “3 Tactics to Overcome COVID-19 Vaccine Hesitancy.” World Economic Forum.
5. Mintz, Ofer (2021), “The Marketing Strategy Australia’s Vaccine Campaign needs Right Now.” Mumbrella.
6. Mintz, Ofer (2022), “Post-Pandemic Business Playbook: An Opportunity Unlike Ever Before.” CMO Australia.
7. Mintz, Ofer (2022), “Customer-centric strategies: Opportunities for APAC firms to grow.” WARC.
8. Mintz, Ofer (2022), “Customer-centric strategies for the post-pandemic customer.” CMO Australia, forthcoming.
9. Mintz, Ofer (2022), “Harnessing post-pandemic customer trends to fuel business growth.” World Economic Forum.
10. Mintz, Ofer (2023), “How conversations with customers will help you survive the period of upheaval in the markets.” Globes (in Hebrew).
11. Mintz, Ofer (2023), “Metrics for Marketing Decisions: Drivers and Implications for Performance.” NIM Marketing Intelligence, 15(1), 18-23.
12. Mintz, Ofer (2023), “Key performance indicators for evaluating branding efforts.” Globes (in Hebrew).