Natalie Mizik

Professor of Marketing,
J. Gary Shansby Endowed Chair in Marketing Strategy,
Foster School of Business,
University of Washington

For more information, contact:

  • Vildan Altuglu
  • Anna Shakotko
  • Ceren Canal Aruoba

or any member of our senior staff.


Natalie Mizik is an expert in marketing strategy. She specializes in developing methods for assessing the effect of marketing activities on firms’ financial performance, and in valuing brands and other intangible marketing assets. She has also conducted research on factors that impact physician prescribing behavior, including marketing activities.

Professor Mizik is an experienced expert witness with class certification and deposition testimony expertise. As an expert witness, she has analyzed marketing data, conducted consumer surveys, and rebutted conjoint analysis. She has opined on issues related to pharmaceutical marketing, brands and branding, and valuation of personal data.

In a product misrepresentation consumer class action, Johannessohn et al. v. Polaris Industries Inc., Professor Mizik demonstrated methodological errors in the plaintiffs’ conjoint survey. She served as an expert for a regional healthcare provider in a data privacy consumer class action, rebutting plaintiffs’ damages methodology and opining on class certification issues. Professor Mizik has also served as an expert for pharmaceutical companies in intellectual property rights disputes, breach of contract, and false claims disputes.

In her research, Professor Mizik collects and analyzes primary data, such as consumer surveys, as well as secondary data, such as sales and stock prices. Her methodological expertise covers statistics, econometrics, conjoint analysis, and consumer surveys.

Professor Mizik publishes in leading academic journals, and serves as the editor-in-chief for Marketing Letters and is on the editorial board of Marketing Science. She is a coeditor of the book Handbook of Marketing Analytics: Methods with Applications in Marketing Management, Public Policy, and Litigation Support. She has served as a member of the Academic Council of the American Marketing Association (AMA) and as an officer of the INFORMS Society for Marketing Science.

Professor Mizik has received numerous research and teaching awards. Notable among these are the AMA’s Distinguished Service Award, the Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor, and the Varadarajan Award for Early Career Contributions to Marketing Strategy. She has twice received the Marketing Science Institute’s Robert D. Buzzell Best Paper Award, which honors research that makes a significant contribution to marketing practice and thought. In addition, Professor Mizik has been recognized multiple times for teaching excellence in the MBA, Executive MBA, and Technology Management MBA programs at both the Foster School of Business and Columbia Business School.

Prior to joining the University of Washington, Professor Mizik served as a faculty member at the Columbia Business School and the Kenan-Flagler Business School, University of North Carolina at Chapel Hill, and as a visiting associate professor at the MIT Sloan School of Management.

Professional Affiliations