M. Berk Ataman is an Associate Professor of Marketing at Koç University. Assoc. Prof. Ataman’s research focuses on developing quantitative models to support marketing decision making and seeks to help managers better understand how marketing affects performance specifically in the long run.Assoc. Prof. Ataman received his B.Sc. and M.Sc. degrees in Management Engineering from Istanbul Technical University and his Ph.D. from Tilburg University. He held research positions at Rotterdam School of Management, Erasmus University (2006-2013), Tilburg University (2002-2006), and Istanbul Technical University (1999-2002) prior to joining College of Administrative Sciences and Economics at Koç University. Assoc. Prof. Ataman’s work has appeared in journals such as Journal of Marketing Research, Marketing Science, Journal of Product and Brand Management, and Social Indicators Research. He serves on the Editorial Board of International Journal of Research in Marketing. His work in Marketing Science is the recipient of the 2009 ERIM Top Academic Article Award, 2008 Citation of Excellence Award, and was a finalist for John D.C. Little Award. Ataman also received the 2008 Emerald/EFMD Outstanding Doctoral Research Award for his research on Managing Brands. He was granted an EUR fellowship and was invited to MSI’s Young Scholars programme.