Glen Urban

Glen Urban is the David Austin Professor in Marketing, Emeritus, Professor of Marketing, Emeritus, Chairman Emeritus, and Dean Emeritus at the Massachusetts Institute of Technology. He focuses on trust-based marketing on the Internet, examining how trust is built on websites and how site design can maximize sales and trust. His research also explores consumer storytelling to enhance brand social media effectiveness and trust. Recent work has centered on morphing ads and websites to align with individual consumer cognitive styles, as well as the use of deep learning algorithms and big data to improve marketing efficiency.

Glen L. Urban is a professor at MIT Sloan School of Management, specializing in marketing, new product development, trust, strategy, and innovation. His research explores the design and marketing of new products, the role of online trust in consumer behavior, and the strategic implications of market entry and innovation. He investigates how trust influences stakeholder perspectives and how firms can leverage customer needs to develop successful products. His work also includes pre-market forecasting, multiattribute utility modeling, and the impact of information on pricing and marketing strategies. Urban's research emphasizes empirical analysis and practical applications for businesses seeking to innovate and build consumer trust.