Günter Hitsch

JP Dube and Günter Hitsch are professors at the University of Chicago Booth School of Business, while Peter Rossi teaches at UCLA Anderson. They delve into their surprising research on switching costs, which defies conventional wisdom by suggesting these costs might actually lower prices in competitive markets. The trio shares insights on their collaborative journey, overcoming research challenges, and the significance of mentorship in academia. Their unique approach and findings challenge long-held beliefs in marketing and economic theory.