Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research focuses on various aspects of innovation (including idea generation, preference measurement, and the diffusion of innovation), social networks, and behavioral economics. Professor Toubia has won several awards, including the John Little award (twice), the Bass award, the John A. Howard award, and the Don Lehmann award. He is a senior editor at Customer Needs and Solutions, an associate editor at Operations Research, International Journal of Research in Marketing, and the Journal of Consumer Research, and a member of the editorial boards of Marketing Science and the Journal of Marketing Research. Additionally, Professor Toubia co-authored book chapters on conjoint analysis and new product development. Olivier teaches a course on customer-centric innovation in the executive MBA program and the core marketing course in the MBA program. He holds an S.M. in operations research and a Ph.D. in marketing from MIT.