Avi Goldfarb is Associate Professor of Marketing at the Rotman School of Management, University of Toronto. He received his Ph.D. in economics from Northwestern University. His research explores brand value, behavioral modeling in industrial organization, and the impact of information technology on marketing, on universities, and on the economy. Professor Goldfarb has published over 30 articles in a variety of outlets, including the American Economic Review, Marketing Science, Management Science, the Journal of International Economics, the Journal of Economics and Management Strategy, and the Journal of Marketing Research. He is co-editor at the Journal of Economics and Management Strategy and an associate editor at Management Science, Quantitative Marketing and Economics, and the International Journal of Industrial Organization.