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Every Thursday a business school professor, an expert in his or her field, will define five key terms. The definitions can be found in the “editors choice” below.

Olivier Toubia is associate professor in marketing at Columbia Business School. He teaches on the MBA and EMBA programmes and has taught courses in new product development and managing marketing programmes.

His research focuses on many aspects of innovation, including idea generation, preference measurement and the diffusion of innovation. His other interests include market research, behavioural economics, social networks and adaptive experimental designs.

He is a member of the editorial board of three marketing journals and has a PhD in marketing from MIT Sloan School of Management.

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