Derdenger

Tim Derdenger

Associate Professor of Marketing and Strategy, Tepper School of Business, Carnegie Mellon University
Chapter Member: Central Pennsylvania SSN
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About Tim

Derdenger coordinates Tepper's Technology Strategy & Product Management Track for MBA students pursuing careers in tech. He holds a Ph.D. in Economics from the University of Southern California and a B.B.A. from The George Washington University. His research spans technology platform markets—focusing on bundling, tying, and exclusive arrangements—and sports markets, particularly celebrity endorsements. His work appears in the Journal of Marketing Research, Marketing Science, Management Science, and others.

Contributions | No Jargon Podcast | Member Spotlight | In the News | Publications

Contributions

Hosting the NFL Draft Is Less About Weekend Beer Sales and More About Long‑Term Brand Value

Commentary,

In the News

Quoted by Sam Bradley in "Despite Flight to Fame, Celeb Talent Isn’t as Sure a Bet as CMOs Think," Digiday, February 12, 2026.
Quoted by Patrick Coffee in "Layoffs Expected as Marketers Face Pressure Over AI Savings, Survey Finds," The Wall Street Journal, December 23, 2025.
Quoted by Jackie Snow in "OpenAI Won’t Buy Intel’s Chips — Even After Trump Took a Government Stake," Quartz, November 13, 2025.
Quoted by Weston Blasi in "Here’s How Much Money Paige Bueckers and the Other WNBA 2025 Draft Picks Will Earn," MarketWatch, April 19, 2025.
Quoted by Justin Birnbaum in "Sports Sponsorship Is Reaching Record Highs, Led By Shohei Ohtani And MLB," Forbes, January 9, 2025.

Publications

"CCP Estimation of Dynamic Discrete Choice Demand Models with Segment Level Data and Continuous Unobserved Heterogeneity: Rethinking EV Subsidies vs. Infrastructure" (with Cheng Chou). Marketing Science 44, no. 5 (2025): 975-1215.

Assesses whether electric vehicle adoption is better supported through consumer subsidies or investments in charging infrastructure. Suggests that expanding charging infrastructure may have a greater and more lasting impact on electric vehicle adoption than relying primarily on purchase subsidies.

"Does Personalized Pricing Increase Competition? Evidence from NIL in College Football" (with Ivan Li ). Management Science 72, no. 5 (2025): 4247-4281.

Evaluates how personalized compensation through Name, Image, and Likeness (NIL) policies affects competition in college football. Finds that allowing individualized pricing changes how athletes and programs compete, increasing competitive dynamics while reshaping incentives within the college athletics marketplace.

"Technological Tying and the Intensity of Price Competition: An Empirical Analysis of the Video Game Industry" Quantitative Marketing and Economics 12, no. 2 (2014): 127–165.

Investigates how linking technologies and products influences pricing and competition in the video game industry. Finds that technological tying changes competitive behavior by affecting pricing strategies and consumer choices, with important implications for competition in digital markets.

"Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls" (with Kevin YC Chung and Kannan Srinivasan). Marketing Science 32, no. 2 (2013): 191-363.

Examines how celebrity endorsements influence consumer purchasing decisions and product sales in the golf equipment market. Demonstrates that Tiger Woods' endorsement significantly increased sales of Nike golf balls, highlighting the substantial economic value that prominent athletes can generate for brands.

"The Dynamic Effects of Bundling as a Product Strategy" (with Vineet Kumar). Marketing Science 32, no. 6 (2013): 827-1011.

Explores how bundling products influences consumer purchasing decisions and market competition over time. Finds that product bundling can strengthen a firm's competitive position by shaping customer demand and long-term purchasing behavior while affecting competition across related products.