Renana Peres ( he, רננה פרס) is an Israeli researcher and a faculty member at the Jerusalem School of Business Administration at the

Hebrew University of Jerusalem The Hebrew University of Jerusalem (HUJI; he, הַאוּנִיבֶרְסִיטָה הַעִבְרִית בִּירוּשָׁלַיִם) is a public research university based in Jerusalem, Israel. Co-founded by Albert Einstein and Dr. Chaim Weiz ...

. She serves as a Visiting Assistant Professor of Marketing at The Wharton School at

University of Pennsylvania The University of Pennsylvania (also known as Penn or UPenn) is a private research university in Philadelphia. It is the fourth-oldest institution of higher education in the United States and is ranked among the highest-regarded universitie ...

. Peres is the founding CEO of PerSay Ltd. She is a member of the Editorial Board of Journal of Marketing Research and

International Journal of Research in Marketing ''International Journal of Research in Marketing (IJRM)'' is a quarterly peer-reviewed academic journal published by Elsevier. It is an official journal of the European Marketing Academy and the editor-in-chief is Martin Schreier. The Co-Editors ...

and has published her research in top academic and practitioner journals in the fields of marketing and management.

Research

Peres' research focuses on different topics in the marketing field. These include

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

s, word-of-mouth,

innovation diffusion Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book ''Diffusion of Innovations''; the book ...

and the evolution of markets for new products, social networks; complexity research and use of

agent-based models An agent-based model (ABM) is a computational model for simulating the actions and interactions of autonomous agents (both individual or collective entities such as organizations or groups) in order to understand the behavior of a system and wha ...

for exploring market growth,

seeding The term seeding and related terms such as seeded are used in several different contexts: *Sowing, planting seeds in a place or on an object *Cloud seeding, manipulating cloud formations *Seeding (computing), a concept in computing and peer-to-pee ...

, industrial marketing, new product diffusion, B2B marketing, and CRM in growing markets. Peres' research on brands and word-of-mouth aims to comprehend and recognise the richness of the phenomenon. Her research project compares word-of-mouth in different channels and connects it to brand characteristics through the brands' categories, products and brand attributes. Peres analyzes both offline (face-to-face and phone conversations) and online (blogs, user forums, and Twitter) as a means of generating word-of-mouth advertising and addressing the scarcity of knowledge about the online/offline dynamic. Peres' research interests in physics focus on neural networks brain modeling. Prior to her research in marketing, Peres explored the usage of neural network models for describing learning phenomena in the human visual cortex. Then she moved to develop algorithms and systems for voice-based verification. Peres has published her works in leading journals such as ''

Journal of Marketing The ''Journal of Marketing'' is a bimonthly scholarly journal that publishes peer-reviewed research in marketing. It is published by the American Marketing Association. Established in 1936, It is the fourth-oldest major journal covering marketing ...

'', ''

Journal of Marketing Research ''Journal of Marketing Research'' is a bimonthly peer-reviewed academic journal published by the American Marketing Association. It was established in 1964 and covers all aspects of marketing research. According to the ''Journal Citation Reports'', ...

'', ''International Journal of Research in ''Marketing'', Marketing Letters'' and ''The Economic Quarterly''.

Selected publications

Books

Eitan Muller Eitan Muller ( he, איתן מילר; Israel) is an Israeli professor of marketing at Stern School of Business at New York University and Arison School of Business at Reichman University. Muller's research focuses on diffusion of innovation, new ...

, Renana Peres, and Vijay Mahajan (2009), ''Innovation Diffusion and New Product Growth'', Marketing Science Institute, relevant Knowledge Series, December 2009. The book offers a first full review of all classic and more recent diffusion models and focuses on the mechanisms that underlie new product growth. Specifically, the book focuses on current market trends such as information proliferation, globalization, competition, social networks, and growth in service markets.MSI Insights: Relevant Knowledge Series
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Selected articles

* Mitch Lovett,

Ron Shachar Prof. Ron Shachar ( he, רון שחר;born as Ron Schwartzman; born 17 December 1962; Tel Aviv, Israel) is an Israeli professor and researcher in the fields of economics, marketing, and storytelling. His research deals with branding, advertising a ...

and Renana Peres (2014) "A dataset of brands and their characteristics," ''Marketing Science''. * Renana Peres (2014
"The impact of network characteristics on the diffusion of innovations,”
(2014) Physica A, 402 330-343. * Mitch Lovett, Renana Peres, and

(2013
"On Brands and Word-of-Mouth"
''Journal of Marketing Research'', 50 (4) 427-444. * Stefan Stremersch, Renana Peres and

(2010)
"Does New Product Growth Accelerate Across Technology Generations?"
''Marketing Letters'', 21 (2) 103-120. *

Barak Libai Barak Libai ( he, ברק ליבאי; Israel) is a Professor of Marketing at the Arison School of Business at Reichman University. Libai’s research focusses on the strategic importance of Customer profitability, Word of mouth and other social e ...

and Renana Peres (2009)
"The Diffusion of Services"
''Journal of Marketing Research'', 46 (2) 163-175. Final nominee for the Paul Green award. *

and Renana Peres (2005)
"The Role of Seeding in Multi-Market Entry"
''International Journal of Research in Marketing'', 22(4), 375-393.

Business leadership

After completing her Masters in Physics, Peres worked as a process engineer at

Intel Intel Corporation is an American multinational corporation and technology company headquartered in Santa Clara, California. It is the world's largest semiconductor chip manufacturer by revenue, and is one of the developers of the x86 seri ...

in Jerusalem. In 1995, she joined Comverse Technology as the head of research group at the Signal-Processing Department, and later was appointed the director of marketing of speech technologies and signal processing. The strength and sustainability of the voice-based technology she developed at Comverse led Peres to establish PerSay Ltd in 1999, a company that focuses on developing, promoting and marketing speaker recognition technologies. PerSay, which was a subsidiary of Comverse, develops systems which perform voice-based authentication of subscribers in applications of direct banking, telecommunication, and e-commerce. The company's products are server systems, based on unique in-house technology, and involve voice processing algorithms, hardware, and complex software architecture. Peres was the founder and CEO from 1999 to 2001. PerSay was acquired by Nuance Communications in 2010.

References

External links

Personal page on the Jerusalem School of Business Administration at the Hebrew University of Jerusalem website
*
The fourth Israeli Presidential Conference, 2012. Lecture at the panel: Homoconnecticus: Technological Evolution or Social Revolution?

The fifth Israeli Presidential Conference, 2013. Panel: Has Traditional Media Been Caught in the Web?

Prof. Peres' appearance on the Israeli current affairs news show on the Israeli channel 10, April 2014
{{DEFAULTSORT:Peres, Renana Academic staff of the Hebrew University of Jerusalem 21st-century Israeli businesswomen 21st-century Israeli businesspeople Hebrew University of Jerusalem alumni Living people Year of birth missing (living people)