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 in economics, marketing, computing, and law. He has editorial roles at the Journal of Economics and Management Strategy, Management Science, Quantitative Marketing and Economics, the International Journal of Industrial Organization, Marketing Science and the Journal of Marketing Research.