Prof. Ofer Mintz

Prof. Ofer Mintz is Visiting Associate Professor of Marketing at Tel Aviv University and Associate Professor of Marketing at the University of Technology Sydney (UTS).

His research focuses on marketing strategy/analytics, digital marketing, the role of marketing in startups, and firm and marketing strategies during the COVID-19 era. Ofer has presented invited research talks on five continents, been awarded grants from several academic-practitioner organizations, and published research in leading academic journals, such as the Journal of Marketing, Marketing Science, Journal of International Business Studies and International Journal of Research in Marketing, and in leading managerial outlets, such as the World Economic Forum, Forbes, Globes, and Harvard Business School Working Knowledge.

Ofer is the first Israeli-based scholar in 19 years (and first Australian-based scholar) to have his research win the Buzzell Award "greatest impact on marketing thought and practice" over the past two years by the Marketing Science Institute (in 2021), which was awarded for research w/Tim Gilbride, Imran Currim, and Peter Lenk identifying the right metric(s) for the right marketing-mix decision. In addition, Ofer, along with his co-authors, was nominated as a finalist for the Buzzell Award by the Marketing Science Institute in 2019 for research examining drivers of metric use for marketing decisions in 16 countries.  Recently, Ofer has authored a book to help firms compete in the pandemic and post-pandemic era titled: "The Post-Pandemic Business Playbook: Customer-Centric Solutions to Help Your Firm Grow." The book provides recommendations such as his proposed COUNTER COVID framework based on analysing hundreds of best (& worst) industry practices from six continents, interviewing dozens of managers and customers from 20 countries, reviewing over a thousand academic studies, and profiling/providing mini-case studies on 10 firms.

Ofer has been an invited delegate on an Australian Trade Mission on Innovation to the USA co-led by Tesla Chairwoman Robyn Denholm and Boeing APAC President Maureen Dougherty that led to an opportunity to visit and talk with executives from leading tech firms in the Silicon Valley and Seattle regions. Further, Ofer has been a judge for the Australian Junior Space Design Competition and is active in many academic and managerial endeavors involving marketing analytics, digital marketing, and start-up firms. Ofer is also quite passionate about teaching his award-winning digital marketing and marketing management subjects that have been highlighted in the media in addition to trying to get students quality jobs in this area or up-skill their current ones, and keeping contact and relationships with former students. Further, Ofer co-led the Digital Marketing Management Training for Women Re-Entering the Workforce After a Career Break Program in UTS, sponsored by a grant by the Australian National Career Institute and in collaboration with UTS Future Plus, Interactive Advertising Bureau (IAB) Australia, Right Management, In Marketing We Trust, Indago Digital, and Nibble Digital.

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).