Tim Derdenger
Tepper School of Business, Carnegie Mellon University
“Derdenger’s classes simulate real-world situations, and his research directly applies to solving contemporary business problems. This is exactly the type of professor an undergraduate in business needs – someone who can create a learning environment where ideas, theories, and strategies can be applied to actual situations, not just business cases or simulations. Students in Derdenger’s class leave with problem-solving skills and the knowledge and experience to be flexible and adaptable to new and evolving situations in business environments.” – Dr. John Gasper
Tim Derdenger, 45, is an Associate Professor of Marketing and Strategy at Carnegie Mellon’s Tepper School of Business. He previously held the Frank and Helen Risch Faculty Development Professorship in Business from 2014 to 2016 and currently oversees the Technology Strategy & Product Management Track for Tepper MBA students pursuing careers in technology.
Before joining Carnegie Mellon, Derdenger earned a Ph.D. in Economics from the University of Southern California and a B.B.A. from The George Washington University. His research spans two main areas: technology markets and sports markets. In technology, he studies platform competition with a focus on bundling, tying, exclusive arrangements, and dynamic demand modeling using aggregate sales data. In sports, his work examines celebrity endorsements and how to maximize their effect on product sales.
Derdenger’s research has appeared in Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics, Marketing Letters, and Customer Needs and Solutions. He also serves as an Associate Editor for Management Science (Marketing) and sits on the editorial review board for Marketing Science.
He is the recipient of the 2024 Management Science Distinguished Service Award and the 2021 INFORMS Service Award for the Marketing Science Editorial Review Board. His work has been featured in media outlets such as the BBC, CBS, ESPN, Forbes, NBC, The New York Times, NPR, and others.
His recent research on Name, Image, and Likeness (NIL) policies for college athletes has also informed federal debates and legislation; in 2025, he presented findings to the U.S. House Committee on Commerce, the U.S. Senate Committee on Commerce, and to Senator John Fetterman’s legislative staff.
BACKGROUND
At current institution since what year? 2009
Education: BBA The George Washington University, MA & PhD University of Southern California
List of Undergraduate courses you teach: Strategy for High-Tech Products and Services
TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR
I knew I wanted to be a business school professor when … I started my dissertation during my PhD. The fact that I could determine what I study and how was a freedom I wanted to continue have.
What are you currently researching, and what is the most significant discovery you’ve made from it? My most recent publication is connected to sports economics. Here, we look to understand the ramifications of the change in policy connected to Name, Image, and Likeness for student-athletes in college football. We specifically look to understand how NIL policy has changed high-school football recruits’ decision-making on what program to attend and the subsequent effects on the competitiveness of college football games. Here, we found that NIL did not lead to a caste system where the rich get richer and the poor get poorer, as Nick Saban (the famous Alabama Football Coach) said. It has, in fact, led to greater competition and more parity in college football.
If I weren’t a business school professor, I’d be … an Aerospace Engineer. I started undergrad as an aerospace engineer but playing competitive college golf on scholarship made it almost impossible due to my weekly travel to tournaments.
What do you think makes you stand out as a professor? I engage my students beyond the course material by connecting with them as young adults and taking time to know them as individuals, not just as students in my classroom. I demonstrate genuine investment in their success both within and beyond my course. Within the classroom, I help students recognize the relevance of the material and encourage them to analyze business decisions from dual perspectives—as both leaders and customers. This multifaceted approach fosters empathy and supports more thoughtful and informed decision-making.
One word that describes my first time teaching: Excited.
Here’s what I wish someone would’ve told me about being a business school professor: 1) It is vital that you only have one prep for teaching. Efficiencies are real. 2) The more undergrads there are in a class, the less likely they will talk and engage during discussion time.
Professor I most admire and why: Early on in my career at Tepper I had the pleasure of working with Sevin Yeltekin (previous Dean of the University of Rochester School of Business and current dean of my alma mater The George Washington University School of Business) on an important school committee. Over several years on that committee, I saw firsthand how to lead and put the school first. Seeing this firsthand so early in my career has had a profound impact on my leadership style, it certainly has stuck with me.
TEACHING BUSINESS SCHOOL STUDENTS
What do you enjoy most about teaching business students? I genuinely enjoy building relationships with my students and helping them see the practical relevance of what they’re learning and encouraging them to think from multiple perspectives.
What is most challenging? I wish I could invest in all my student equally. With larger class sizes it’s become challenging to do so authentically for every student. I also recognize that young adults in college have many competing priorities beyond my classroom. Keeping them invested for the entire semester on the material and subject is a constant effort.
In one word, describe your favorite type of student: Happy.
In one word, describe your least favorite type of student: Unprepared.
When it comes to grading, I think students would describe me as …Fair and sympathetic.
LIFE OUTSIDE THE CLASSROOM
What are your hobbies? Golf (lots of it, I played in college on scholarship with my identical twin brother), playing pickleball with my wife and son, travel.
How will you spend your summer? Doing research, playing golf, and traveling with my family.
Favorite place(s) to vacation: Japan, Costa Rica, anywhere with a beach and a golf course nearby.
Favorite book(s): Do academic papers count?
What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? This is honestly the hardest question you’ve asked so far. As someone who spent many years in Los Angeles, my wife and I love to watch the latest TV shows or movies. There are so many great ones out right now. I will list a few that I am currently watching.
Drama: Diplomat on Netflix. With me attending GWU in DC for undergrad during the West Wing series run, it’s tough to turn off a great political show even to this day. I appreciate the modern take and the viewpoint from the diplomat’s perspective and not just the executive office (e.g., West Wing, Veep, Zero Day, Paradise, House of Cards) Kerri Russel is amazing.
Comedy: Chad Powers on Hulu. This show is hilarious. As someone who studies sports marketing and economics, particularly the impact of name, image, and license (NIL) on college football, it’s a must watch. Kudos to Glenn Powell and Eli Manning for producing this show! The original skit with Eli trying out at Penn State was perfect.
Reality: The Road on Paramount+. Growing up in Arizona, I am a country music fan. This is a cool new take on the long-standing music reality show. I also happen to love Blake Shelton’s and Keith Urban’s music. A close second is Below Deck Sailing on Bravo.
What is your favorite type of music or artist(s) and why? I am a country music fan. I grew up in Arizona and it’s just in my blood. I also love the story telling of country music. I am big fan of Chris Stapleton and Lainey Wilson. The last concert I went to was Mumford and Sons in mid-October. Yes, its not technically country but it’s certainly close!
THOUGHTS AND REFLECTIONS
If I had my way, the business school of the future would have much more of this … Real world projects with tech integration. The combination provides students preparation for actual work. This is one reason I created a course titled “Product Management for and by Product Managers.” It enables students to learn about product management from industry leaders but also to apply those learnings and tools through a semester long exercise that mirrors actual product management duties.
In my opinion, companies and organizations today need to do a better job at … Being efficient with people’s time. The process costs associated with any new endeavor is multiplied by the number of people engaged. Organizations would benefit tremendously around being lean and nimble.
I’m grateful for … my wife and son and their support of my career. An academic job is not easy on families, especially at a top research institution like Carnegie Mellon University.
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