Marshall
School of Business School
Office:
The
Ph.D. Business Administration, the
Post‑Graduate Diploma in Business Management,
Xavier Labor Relations Institute,
Bachelor of Science (Chemistry), the
Advertising, sales promotion, global market entry, innovation, new product diffusion, and pricing.
Neely Chair
of American Enterprise and Professor and , Director of Center for Global
Innovation, Marshall School of Business,
Research Fellow, Judge Business School, Cambridge University, UK.
Distinguished Professor of Marketing Research,
Visiting Professor of Marketing, Strategy, and
Organization,
Visiting
Fellow of
Associate Professor, The University of Iowa, Iowa City.
Sales
Development Manager, Johnson & Johnson,
Brand Management, New Product Introductions and Sales Staff Planning.
Consultant for multinational corporations.
Expert witness for
Advertising & promotion strategy, management of radical innovations, marketing models, philosophy of science.
Tellis, Gerard J. (2004), Effective Advertising: How, When, and Why Advertising Works,
Translated into Russian, Chinese and Korean.
Translated into Spanish, Chinese, and Czech.
Lifetime Achievement Award for Contributions to Behavioral Pricing, given at the 11th Behavioral Pricing Conference in Orlando, Florida, November 2009
Runner up
for Harold D. Maynard Award for most significant contribution to Marketing
thought among articles published in
European Marketing Academy Award for best paper presented at 2009 Conference based on a dissertation.
Dean’s Award for Research Excellence, USC Marshall School of Business, 2008.
Hind Rattan
Award, for outstanding services, achievements, and contributions,
USC Mellon Award for mentoring doctoral students, 2007.
Vijay Mahajan Award for Lifetime Contributions to Marketing Strategy from the AMA Tech/SIG, 2006.
American Marketing Association Global/SIG award for Best Published Article on Global Marketing, 2006
Product Development and Management Association Award for best paper presented at 2005 Research Forum.
American Marketing Association Tech-SIG award for Best Published Article on Innovation, 2005.
Impact on Management Practice
Award by Erasmus University Rotterdam 2004, for research on International
Takeoff, published in
American Marketing Association-Leonard Berry Award for best book (Will and Vision) in marketing in the last 3 years, 2004.
Distinguished
Alumnus Award,
Phi Kappa
Phi
Marketing Science Institute and International Journal of Research in Marketing award for best paper in Conference on Global Marketing 2003.
Harold D.
Maynard Award for most significant contribution to Marketing thought among
articles published in
Harvard Business Review citation for Will and Vision, as one of best business books of 2001.
Harold D.
Maynard Award for most significant contribution to Marketing thought among
articles published
in
Frank M. Bass Outstanding Dissertation Award, for best
article in
William F. Odell Award for best article in
Marketing Science Institute’s award for best paper in Working Paper Series 1993.
Finalist for Marketing Science Long Term Impact award, 2009
American Marketing
Association Summer Educators’ Conference Best Paper Award, 1982.
Chester B. Phillips Award for Outstanding Teaching as a professor, 1988.
Finalist for American Marketing Association Tech/SIG award for best paper in innovation, 2006.
Finalist for American Marketing Association-Leonard Berry Award for best book in marketing for Effective Advertising, 2005.
Finalist for Best Article Award in the
Finalist for Best Article of AMA Tech SIG, 2003.
Finalist for the Practice Prize of the INFORMS Society of
Finalist
for Practice Prize of the INFORMS Society of
Finalist for William F. Odell Award for best article
in the
Finalist for Paul Green Award for best article in
Finalist for William F. Odell Award for best article
in
Finalist for John D. C. Little Award for best article
in
Finalist for Best Article in Journal of Advertising, 1995.
Finalist for William F. Odell Award for best article in Journal of Marketing Research, 1993.
Semi-Finalist for INFORMS Edelman Award for Research 2005.
Semi-Finalist for INFORMS Wagner Award for Research 2005.
Tellis, Gerard
J. (2010), “Do Network Effects Warm or Chill a Budding Market?” International Journal of Research in
Marketing,” forthcoming.
Sood, Ashish and
Gerard J. Tellis (2009), “Do Innovations Really Payoff? Total Stock
Market Returns to Innovation,” Marketing
Science, 28, 3 (May-June), 442-456.
Tellis, Gerard
J., Yiding Yin, and Rakesh Niraj (2009), “Why and How Quality Wins Over Network
Effects and What It Means,” Journal
of Marketing Research, XLVI, 2 (March-April), 160-162.
Tellis, Gerard
J., Yiding Yin, and Rakesh Niraj (2009), “Does Quality Win: Network
Effects versus Quality in High Tech Markets,” Journal of Marketing Research, XLVI, 2 (March-April), 135-149.
Tellis, Gerard
J., Jaideep Prabhu and Rajesh Chandy (2009), “Innovation of Firms Across
Nations: The Pre-Eminence of Internal Firm Culture,” Journal of Marketing, 73, 1 (January), 3-23.
Sood,
Tellis, Gerard
J., Yiding Yin, and Simon Bell (2009), “Global Consumer Innovativeness:
Cross Country Differences and Demographic Communalities," Journal of International Marketing, 17,
2, 1-22.
Tellis, Gerard J
(2009), “Generalizations About Advertising Effectiveness in
Markets,” Journal of Advertising
Research, 49, 2, 240-245.
Tellis, Gerard J
and Kethan Tellis (2009), “A Critical Review and Integration of Research
on Advertising in a Recession,” Journal
of Advertising Research, 49, 3 (September).
Johnson,
Joseph and Gerard J. Tellis (2008), “Drivers of Success for Market Entry
Into China and
Tellis, Gerard J. (2008), “Important Research Questions in Technology and Innovation,” Industrial Marketing Management, 37, 6 (August), 629-632.
Tellis, Gerard J and
Stremersch, Stefan, Gerard J. Tellis, Philip
Hans Franses and Jeroen L. G. Binken (2007), “Indirect Network Effects in
New Product Growth,”
Hauser John, Gerard J. Tellis
and Abbie Griffin (2007), “Research on Innovation and New Products: A
Review and Agenda for
Spann, Martin and Gerard J.
Tellis (2006), “Does the Internet Promote Better Consumer Decisions? The
Case of Name-Your-Own-Price Auctions,”
Tellis Gerard J. (2005), Advertising’s Role in Capitalist Markets: What We Know and Where We Go From Here,” Journal of Advertising, 45, 2 (June), 162-170.
Tellis, Gerard
J., Rajesh Chandy, Deborah MacInnis, and Pattana Thaivanich (2005),
“Modeling the Micro Effects of Television Advertising: Which Ad Works,
When, Where, Why, and For How Long?” Marketing
Science, 24, 3 (Summer). 2005. Finalist for Society of Marketing Science ISMS Practice Prize, 2004.
Johnson, Joseph, Gerard J. Tellis and Deborah MacInnis (2005), “Winners, Losers, and Biased Trades,” Journal of Consumer Research, 32, 2 (September), 324-330.
Johnson,
Joseph and Gerard J. Tellis (2005), “Blowing Bubbles: Heuristics and
Biases in the Run-Up of Stock Prices,” Journal of
Golder, Peter N and
Gerard J. Tellis (2004), “Going, Going, Gone: Cascades, Diffusion, and
Turning Points of the Product Life Cycle,”
Foster, Joseph A, Golder, Peter N and Gerard J. Tellis (2004), “Predicting Takeoff for Whirlpool’s New Personal Valet,” Marketing Science, 23, 2 (Spring), 182-185. Finalist for Society of Marketing Science Practice Prize 2003.
Stremersch, Stefan, and
Gerard J. Tellis, (2004), “Managing International Growth Of New
Products,” International Journal of
Research in Marketing, 21, 4 (December), 421-438. Winner
of best paper at Noordwijk Conference on Global Marketing, organized by
Tellis,
Gerard J.,
Sethuraman, Raj and Gerard J. Tellis (2002), “Does Manufacturer Advertising Suppress or Stimulate Retail Price Promotion? Analytical Model and Empirical Analysis," Journal of Retailing, 78 (4), 253-263. Finalist for Best Paper Award in the Journal of Retailing, 2004.
Stremersch,
Stefan and Gerard J. Tellis (2002), “Strategic Bundling of Products and
Prices: A New Synthesis For Marketing,” Journal of Marketing, 66,
1 (January), 55-72. Winner of
Chandy,
Rajesh, Gerard J. Tellis,
Ackerman David and Gerard J. Tellis (2001), “Can Culture Affect Prices: A Cross-Cultural Study of Shopping and Retail Prices,” Journal of Retailing, 77, 57-82.
Tellis, Gerard J., Rajesh Chandy
and
Prabhu, Jaideep and Gerard J. Tellis (2000), “Do Consumers Ever Learn? Findings From An Experimental Market,” Journal of Behavioral Decision Making, 13, 1, 19-34.
Tellis, Gerard J., David Ackerman
and Rajesh Chandy (1999), “In Search of Diversity: The Record of Major
Marketing Journals,”
Chandy,
Rajesh and Gerard J. Tellis (1998), “Organizing For Radical Product
Innovation,”
Peter N. Golder and Gerard J. Tellis (1998), “Beyond Diffusion: An Affordability Model for the Growth of Consumer Durables,” Journal of Forecasting, 17 (June-July), 259-280.
Golder, Peter N. and Gerard J. Tellis (1997), “Will It Ever Fly? Modeling The Takeoff of New Consumer Durables,” Marketing Science, 16, 3, 256-270. Winner of Bass Award for best article based on a dissertation in Marketing Science, 1997. Featured in The Wall Street Journal.
Tellis,
Gerard J. (1997), “Effective Frequency: One Exposure or Three
Factors?” Journal of Advertising
Research, 37-4, July-August, 75-80.
Tellis,
Gerard J. and Golder, Peter N. (1996), “First to Market, First to Fail?
The Real Causes of Enduring Market Leadership,” Sloan Management Review, 37, 2, 65-75. Featured in The Wall Street Journal,
Tellis, Gerard J. and Doyle Weiss (1995), “Does TV Advertising Really Affect Sales?” Journal of Advertising, 24, 3, 1-12. Lead article in issue. Nominated for Journal of Advertising’s best paper of 1995.
Tellis, Gerard J. and Fred Zufryden (1995), “Cracking the Retailer’s Decision Problem: Which Brand to Discount, How Much, When and Why?” Marketing Science, 14, 3, 271-299. Nominated for Marketing Science best paper of 1995.
Rajendran, K. N. and Gerard J. Tellis (1994), “Is Reference Price Based on Context or Experience? An Analysis of Consumers' Brand Choices,” Journal of Marketing, 58, 2 (January), 10-22.
Winner of
1998 Odell Award for best paper in
Amit Ghosh, V. Kumar and Gerard J. Tellis (1992), “A Decomposition of Repetitive Response Behavior.” Marketing Letters, 3, 4 (October), 407-417.
Sethuraman,
Raj and Gerard J. Tellis (1991), “An Analysis of the Tradeoff Between
Advertising and Pricing,”
Tellis, Gerard J. and Gary G. Gaeth (1990), “Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices,” Journal of Marketing, 54 (April), 34-45.
Tellis, Gerard J. (1989), “The Impact of Corporate Size and Strategy On Competitive Pricing,” Strategic Management Journal, 10, 569-585.
Tellis,
Gerard J. (1988), “The Price Sensitivity of Competitive Demand: A Meta‑Analysis
of Sales Response Models,”
Tellis, Gerard J. (1988),
“Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of
Choice,”
Tellis,
Gerard J. and Claes Fornell (1988) “Advertising and Quality Over the
Product Life Cycle: A Contingency Theory,”
Tellis, Gerard J. and Birger Wernerfelt (1987) “Competitive Price and Quality Under Asymmetric Information,” Marketing Science, 6, 3, 240‑253.
Tellis, Gerard J. (1987), “Consumer Purchasing Strategies and the Information in Retail Prices,” Journal of Retailing, 63, 3 (Fall), 279‑297.
Tellis, Gerard J. (1986), “Beyond the Many Faces of Price: An Integration of Pricing Strategies,” Journal of Marketing, 50 (October), 146‑160. Reprinted in Marketing Classics, by Cox and Enis.
Tellis, Gerard J. and C. Merle Crawford (1981), “An Evolutionary Approach to Product Growth Theory,” Journal of Marketing, 45 (Fall), 125‑132.
Seshadri, Tirunillai and
Gerard J. Tellis (2009), “Does Online Word of Mouth Affect Stock
Prices,” The EMAC Chronicle,”
6, October, 11.
Gerard J. Tellis (2009),
“Overall Advertising Impact” Empirical
Generalizations about Marketing Impact, MSI’s Relevant Knowledge series, edited by
Dominique Hanssens 2009
Chandrasekaran, Deepa
and Gerard J. Tellis (2009), “Global Takeoff” Empirical Generalizations about Marketing Impact, MSI’s Relevant
Knowledge series, edited by Dominique Hanssens 2009
Chandrasekaran, Deepa
and Gerard J. Tellis (2009), “Global Diffusion” Empirical Generalizations about Marketing Impact, MSI’s Relevant
Knowledge series, edited by Dominique Hanssens 2009
Peter N. Golder and
Gerard J. Tellis (2009), “Sales Takeoff,” Empirical Generalizations about Marketing Impact, MSI’s Relevant
Knowledge series, edited by Dominique Hanssens 2009
Peter N. Golder and
Gerard J. Tellis (2009), “Pioneer Advantage,” Empirical Generalizations about Marketing Impact, MSI’s Relevant
Knowledge series, edited by Dominique Hanssens 2009
Tellis, Gerard J.
(2009), “A Lesson for Detroit – Tata Nano,” San Francisco
Chronicle, March 31.
Sood, Ashish and Gerard J. Tellis (2009) “Technological Evolution” Empirical Generalizations about Marketing Impact, MSI’s Relevant Knowledge series, edited by Dominique Hanssens 2009.
Sood, Ashish and Gerard J. Tellis (2009) “Do Innovations Really Payoff? Total Stock Market Returns to Innovation,” Performance, Ernst & Young Thought Leadership Magazine, Inaugural Issue, Jan 2010.
Sood, Ashish and Gerard J. Tellis (2009) “Do Innovations Really Payoff? Total Stock Market Returns to Innovation,” PDMA Visions – Insights into Innovation, Oct 2009, Vol XXXIII No. 3.
Tellis Gerard J. and Ashish Sood (2008), "How to Back the Right Technology," Business Insights, MIT Sloan Management Review-Wall Street Journal, Dec. 15, R8.
Sood, Ashish and Gerard J. Tellis (2008),
“Technological Evolution” Empirical Generalizations about Marketing
Impact,
James, Gareth, Ashish Sood and Gerard J. Tellis (2008), "Marketing Applications of Functional Data Analysis" Functional and Operatorial Statistics, Springer Series: Contributions to Statistics, Dabo-Niang, Sophie; Ferraty, Frédéric (Eds.), 2008, XX, 304 p. 33 illus., Hardcover, ISBN: 978-3-7908-2061-4
Sood, Ashish and Gerard J. Tellis (2008), "The Myth of S-Curves: Technological Evolution and Product Innovation", Strategic Innovators, Indian Institute of Planning & Management,
Sood, Ashish and Gerard J. Tellis (2008), "Understanding Technology Evolution - The Fallacy of S-Curves", i-PERFORM Marketing 2.0 Authority, Montgomery Research, Inc. and Accenture.
Sood, Ashish and Gerard J. Tellis (2008), "Technology Transition," Encyclopedia on Technology, Innovation and Management, Rosemary Nixon, and Blackwell
Tellis, Gerard J. (2007), “Advertising
Effectiveness in Contemporary Markets,” in
Gerard J. Tellis
(2006), “Modeling the Marketing Mix,” Handbook of Marketing Research, ed
Gerard J. Tellis
(2004), “Is the European Union One Market,
Tellis, Gerard J. and Peter N. Golder (2002), “The Early Bird Misses the Worm,” US Industry Today, 5, 3, p. 7.
Golder, Peter N. and
Gerard J. Tellis (2001), “Let the Markets Regulate Microsoft,”
Tellis, Gerard J. and
Claes Fornell (2001) “Advertising and Quality Over the Product Life
Cycle: A Contingency Theory,” reprinted in The Economics of
Advertising, Bagwell, Kyle W (2001),
Fisher Robert J. and Gerard J. Tellis (1998), “Removing Social Desirability Bias With Indirect Questioning: Is the Cure Worse That the Disease?” Advances in Consumer Research, 15, 25, 563-567.
Tellis, Gerard J.
(1996), “Review of The New Marketing Research Systems,”
Tellis, Gerard J. (1994), “Modeling The Effects of Advertising in Contemporary Markets: Research Findings and Opportunities,” in Attention, Attitude and Affect in Response to Advertising,” edited by Eddie M. Clark, Timothy C. Brock and David W. Stewart, Hillsdale, New Jersey: Lawrence Erlbaum Associates.
Tellis, Gerard J.
(1989), “Creative Pricing of Products and Services,” in The Pricing Decision, ed. by Daniel T.
Seymour,
Tellis, Gerard J. (1987), “Creative Pricing of Medical Services,” Journal of Medical Practice Management, 3, 2 (Fall), 120‑124.
Tellis, Gerard J., Gary
Gaeth and Lynn Clark (1985), “The Impact of External Information and
Experience on Consumer Inference and Choice,” in Marketing Communications: Theory and Research, Michael J. Houston
and Richard J. Lutz, eds.
Zinkhan, George M. and Gerard J. Tellis (1983), “BIDSIM: Using A Competitive Bidding Simulation To Highlight Pricing Issues,” Journal of Marketing Education, (Summer), 48‑55.
Fornell, Claes, Gerard
J. Tellis and George M. Zinkhan (1982), “Validity Assessment: A Structural Equations Approach Using
Partial Least Squares,” in An Assessment
of Marketing Thought and Practice, Bruce J. Walker et al., eds.,
Crawford, C. Merle and Gerard J. Tellis (1981), “The Technological Innovation Controversy,” Business Horizons, 24, 4, 76‑88.
Tellis, Gerard J. and
C. Merle Crawford (1981), “An Analysis of the
Sood, Ashish and Gerard J. Tellis (2009), “Decoding Market Disruption: New Schema, Model, and Findings" MSI Reports, 2009
Sood,
Ashish and Gerard J. Tellis (2008), “Do Innovations Really Payoff? Total
Stock Market Returns to Innovation"
Golder, Peter N and Gerard J. Tellis (2004), “Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle,” Marketing Science..
Rajesh Chandy,
Gerard J. Tellis, Debbie MacInnis and
Rajesh
Chandy and Gerard J. Tellis (2000), “Leader’s Curse: Incumbency,
Size and Radical Innovation,” Marketing Science Institute Report No.
00-100,
Gerard
J. Tellis and Rajesh Chandy (1999), “Decomposing the Effects of Direct
Advertising: Which Ad Works, When, Where and How Often,”
Rajesh
Chandy and Gerard J. Tellis (1998), “Organizing For Radical Product
Innovation,”
Rajesh
Chandy and Gerard J. Tellis (1997), “Organizing For Radical Product
Innovation,” ISBM Working Paper No. 10-1997
Golder,
Peter N. and Gerard J. Tellis (1997), “Will It Ever Fly? Modeling The
Growth of New Consumer Durables,”
Golder,
Peter and Gerard J. Tellis (1992), “Do Pioneers Really Have Longterm
Advantage? A Historical Analysis,”
Tellis, Gerard J., Andreas Eisingerich, Jaideep Prabhu, and Rajesh Chandy (2009), “Competing for the Future: The Global Location of Research Centers.”
Seshadri Tirunillai and Gerard J. Tellis (2009), “Does Chatter Matter? The Impact of Online Consumer Generated Content on a Firm’s Financial Performance.”
Gaia Rubera and Gerard J. Tellis (2009), “Alternate Paths to Corporate Entrepreneurship: Spinoffs versus Buyout.”
Chandrasekaran Deep and Gerard J. Tellis (2009), “Getting a Grip on the Saddle: Chasms, Cascades or Cycles?”
Sood, Ashish, James Gareth, Gerard J. Tellis and Ji Zhu (2009), “The SAW Model for Predicting Technological Change.”
Arts, Joep, Deepa Chandrasekaran, Gerard J. Tellis and
Ruud Frambach (2009), “Price and Price Patterns in the International
Takeoff of New Products.”
Spann,
Martin,
Ashish Sood and Gerard J. Tellis (2009), “Decoding
Disruption.”
Gerard J. Tellis and Kethan Tellis (2009), “A
Critical Review of Research on Advertising in a Recession.”
Sood, Ashish, James Gareth, Gerard J. Tellis and Ji Zhu (2009), “The SAW Model for Predicting Technological Change.”
Tellis, Gerard J. and
Joseph Johnson, Gerard J. Tellis and Ip, Edward, (2004), “Optimizing Customized Temporal Discounts Promotions.”
UNPUBLISHED PAPERS
Prosser, Elise, Eddie Ip,
Bao, Kevin and Gerard J. Tellis (2005), “Vaporware: Wisdom or Wasteland?”
Fred Zufryden and Gerard J. Tellis (1997), “Optimizing the Manufacturer’s Promotional Decision.”
K. N. Rajendran and Gerard J. Tellis (1994), “Is Reference Price A Fair Price or an Expected Price.”
Hariharan, Hari S. and Gerard J. Tellis (1993), “A Household Model of Brand Loyalty: Specification and Implications for Brand Management.”
Sethuraman, Raj and Gerard J. Tellis (1994), “To Tell or Not To Tell What Is On Discount? A Model of Retailer Price Discounting.”
PRESENTATIONS
AT INTERNATIONAL CONFERENCES
“An Analysis of Global IT Clusters,” PDMA Research Forum, Anaheim CA, November 2009.
“Does Chatter Really Matter? Market Returns to User Generated Content,” Conference on UGC, Wharton School, Philadelphia, PA, December 2009.
“Problems and Opportunities in Pricing Research,” Behavioral Pricing Conference, Orlando, FL, November 2009.
“Innovation of Firms Across Nations: A Culture of Relentless Innovation,” 2nd Latin American Retail Congress, San Paulo, October 2009.
“Alternate Routes of Corporate Entrepreneurship, Buyouts vs Spinoffs,” Marketing Dynamics Conference, New York, NY, September 2009.
“Make vs Buy: Market Returns to Making vs Buying Innovations,” West-Coast Research Symposium, University of Washington, Seattle, Sep. 2009.
“How To Do Impactful Research,” AMA Summer Educator’s Conference, Chicago, August 2009.
“Drivers of Success for Market Entry into India and China,” India Trade Conference, Irwindale, CA, June 2009.
“Important Research Questions In Innovation,” AMA Sheth Doctoral Consortium, Georgia State University, GA, June 2009.
“Drivers and Dimensions of Product Coolness,” Marketing Science Conference, Ann Arbor, MI, June 2009.
“Patterns in International Location of R&D,” European Marketing Academy Conference, Nantes, France, May 2009
“Important Research Questions In Innovation,” US-EU Conference in Innovation, Nuremberg, Germany, May 2009.
“Drivers of Success for Market Entry into India and China,” Conference in India, Judge Business School, Cambridge University, UK, May 2009.
“Advertising in a Recession,” Advertising Research Foundation Annual Meeting, New York, NY, April 2009.
“Patterns in International Location of R&D,” AMA Winter Educator’s Conference, Tampa, FL, Feb 2009
“Generalizations on Advertising Effectiveness,” Wharton Conference on Generalizations in Advertising, Dec. 2008.
“Spinoffs versus Buyouts in Corporate Entrepreneurship,” West-Coast Research Symposium, Stanford, Sep. 2008.
“Functional Regression: A New Model for Predicting the Market Penetration of Innovations,” (with Sood and James), Marketing Science Conference, Vancouver, 2008.
“Catch-up, Leapfrogging, and Globalization: Dynamics of New Product Diffusion Across Nations,” (with Deepa Chandrasekaran), Marketing Science Conference, Vancouver, 2008.
“Drivers of Success for Market Entry into India and China,” Conference on Competition, Mainz, Germany, 2008.
“Patterns and Problems in Global Competition,” Conference on Competition, Mainz, Germany, 2008.
“Drivers of Success for Market Entry into China and India,” (with Joseph Johnson), Conference on Competition, Mainz, Germany, 2008.
“Total Returns to Innovation,” (with Ashish Sood), 37th EMAC Conference, Brighton, UK, May 2008.
“Important Research Questions In Innovation,” Conference on Innovation at Renssaeler Institute of Technology, May 2008.
“Total Market Returns to Innovations,” (with Ashish Sood), 5th University of Utah Conference on Innovation, Eccles School of Business, Feb 2008.
“The Incumbents Curse,” (with
“Innovation
of Firms Across Nations,” (with Jaideep Prabhu and
“Decoding
Disruption,” (with
“Getting a Grip on the Saddle of New Product Growth,” (with Deepa Chandrasekaran), American Marketing Association, August 2007.
“Decoding Disruption,” with
“What
Causes a Trough in New Product
“Decoding Disruption,” (with
“Explaining
the Trough in New Product Sales,” (with Deepa Chandrasekaran), Conference
in Accelerating the Diffusion of New Products,
“Catch-up
and Slowdown: Generalizations on Global Penetration of New Products,” (with
Deepa Chandrasekaran) Bass Conference,
“Reflections
on 25 Years of Research & Publishing,” AMA-Sheth
“Decoding
Disruption” (with
“Decoding
Disruption” (with
“An Alternate
Paradigm of Research,” PDMA Conference,
“Quality Versus
Network Effects in the Success of New Products,” (with Rakesh Niraj and
“Modeling Indirect Network Effects
in New Product Growth,” (with Stefan Stremersch and Philip Hans Franses),
“Total Stock
Market Returns to Innovation,” (with
“Getting a Grip on the Saddle:
Cascades, Chasms, or Cycles” (with
“The Value of Quality: Stock Market Returns to Quality Reviews,” (with Joseph Johnson), Marketing Time Series Conference, UCLA, 2006.
“Getting a Grip on the Saddle:
Cascades, Chasms, or Cycles” (with
“Total Stock Market Rewards to
Innovations,” (with
“International
Takeoff of New Products,” European Marketing Association Conference,
“Innovation of
Firms Across Nations,” European Marketing Association Conference,
“Total Stock
Market Rewards to Innovations,” (with
“Total Stock
Market Rewards to Innovations,” (with
“Global Takeoff
of New Products,” (with Deepa Chandrasekaran), Conference on Innovation,
“Global Takeoff
of New Products,” (with Deepa Chandrasekaran), PDMA Conference,
“The Innovation of Nations,”
with
“Conquest of Emerging Markets:
“Global Takeoff
of New Products,” (with Deepa Chandrasekaran), Marketing Science Conference,
“Global Consumer
Innovativeness,” (with Rajesh Chandy &
“Modeling Total
Effects of Advertising Response,” (with Chandy, MacInnis, &
Thaivanich), EMAC Conference,
“The Innovation
of Nations,” with
“Global Consumer
Innovativeness,” (with Yin and
“The Global Penetration of New
Products,” with Deepa Chandrasekaran, International Conference on
Innovation,
“Global Consumer
Innovativeness,” (with Yin and
“The Optimal Data
Interval for Econometric Models of Advertising Response,” (with Philip
Hans Franses), Conference on Time Series Models in Marketing,
“Global Consumer
Innovativeness,” (with Yin and
“Global Consumer
Innovativeness,” (with Yin and
“The Tradeoff
Between Advertising and Price Promotions,” (with Raj Sethuraman), AMA
Summer Educators’ Conference,
“Technological
Evolution and Radical Innovation:” (with
“Optimal Customized Temporal Discounts,” (with Johnson and Yip), Marketing Science Conference, Rotterdam 2004.
“Are Consumers
Rational: Analysis of Internet Shopping Behavior” (with
“Historical Research in Marketing
Strategy: Method, Myths, and Promise,” (with Chandy, Rajesh,
“Network Effects, Path Dependence
or Quality: What Drives the Success of New High Tech Products?” (with
“Application of Takeoff Analysis to
Whirlpool’s Introduction of the Personal Valet,” (with
“Are Consumers
Rational: Analysis of Internet Shopping Behavior” (with
“Stock Market Returns to Innovation
Versus Quality,” (with Joseph Johnson), Marketing Science Conference,
“Managing Growth
of New Product in International Markets” (with
“The
International Takeoff of New Consumer Durables,” (with
“The International
Takeoff of New Consumer Durables,” (with
“Evolution of
Technological Life Cycles:” (with
“The
International Takeoff of New consumer Durables,” (with
“Gambling on
Growth: Consumer’s Choice of Risky Assets Under Uncertainty,”
Marketing Science Conference,
“Modeling When,
Why, and How Advertising Works,” Marketing Science Conference,
“The
International Takeoff of New consumer Durables,” (with
“Optimizing
Customized Coupons,” (with Eddie Ip and Joseph Johnson), INFORMS
Conference in
“What to Say When: Advertising
Appeals in Evolving Markets,” (with Rajesh Chandy,
“New Hardware
Looking For Software: A Multivariate Switching Model For Estimating Indirect
Network Effects,” (with
“A Multivariate
Switching Model For Estimating Indirect Network Effects,” (with
“Winners, Losers and Hype: A Study of Consumer Purchase of Stocks Under Uncertainty,” with Joseph Johnson, Marketing Science Conference, UCLA, 2000.
“Quality versus
Network Externalities in the Takeoff Of High Tech Innovations,” with
“The Leader’s Curse?”
with Rajesh Chandy, Conference on Competition,
“Decomposing the
Effects of Direct Advertising: Which Ad Works, When, Where and How
Long?”, Marketing Science Conference,
“The
Leader’s Curse?” (with Rajesh Chandy), Marketing Science
Conference,
“Decomposing the
Effects of Direct Advertising,” (with Rajesh Chandy and
“Radical Product
Innovation In High Technology Markets,” with Rajesh Chandy, Marketing
Science Conference,
“Problems in
Market Pioneering,” with
“Internal Markets
and Radical Product Innovation: Review and Experiment,” (with Rajesh
Chandy), Marketing Science
Conference,
“Modeling the
Slowdown of New Consumer Durables,” (with
“Predicting the
Take-Off Of New Consumer
Durables,” with
“Predicting the
Take-Off Of New Consumer
Durables,” with
“Touching,
Feeling and Flirting: The Effects of Culture on Price and Price Behavior”
(with David Ackerman), Marketing Science Conference,
“First to Enter,
First to Market? The Real Causes of Enduring Market Leadership,” (with
“To Tell or Not
To Tell What Is On Promotion,” (with Raj Sethuraman) Marketing Science
Conference,
“Do Consumers
Ever Learn? Findings From An Experimental Market,” (with Jaideep Prabhu)
Marketing Science Conference,
“The Rewards to
Market Entry: Pioneers Versus Early Leaders,” (with
“Pioneering
Advantage: Marketing Fact or Marketing Legend?” (with
“A Model to
Determine the Optimal Depth and Timing of Retail Promotions,” (with Fred
Zufryden) Marketing Science Conference,
“Is Reference
Price A Fair Price Or An Expected Price?” (with K. N. Rajendran)
Marketing Science Conference,
“Modeling Brand
Equity with Scanner Data,” (with S. Hariharan) TIMS/ORSA Joint National
Meeting,
“A Dirichlet
Model of Brand Equity,” (with S. Hariharan) AMA Winter Educators'
Conference,
“An Analysis of
the Components of Reference Price,” (with K. Rajendran) Marketing Science
Conference,
“Do Promotions
Increase, Decrease or Have No Effect on Brand Promotions? A Test of Three Rival
Theories”, The Association of Consumer Research,
“Exploring the
Appropriate Data Frame for Ad-Response Models” (with Doyle Weiss),
TIMS/ORSA Joint National Meeting,
“Is Complexity a
Virtue? The Forecasting Ability of Econometric Models” (with Hari S.
Hariharan and Siva Balasubramanian), TIMS/ORSA Joint National Meeting,
“The Determinants
of the Variation in Sales Elasticities of Advertising and Pricing” (with
Raj Sethuraman), TIMS/ORSA Joint National Meeting,
“The True Data Interval for Econometric Models of Advertising,” (with Charles Whiteman and Byung‑Do Kim), Marketing Science Conference, Duke University, March 1989.
“A Decomposition of Routine Response Behavior,” (with Amit Ghosh, V. Kumar), Marketing Science Conference, Duke University, March 1989.
“An Analysis of
the Behavioral Effects of Promotions,” Marketing Science Conference,
“Consumer
Inference of Product Quality Under Uncertainty,” (with Gary Gaeth) the
30th Annual Meeting of the Psychonomics Society,
“Inference, Price‑Aversion
and Rationality: An Analysis of Price Response Under Uncertainty”, (with
Gary Gaeth) TIMS/ORSA Conference,
“The Price
Sensitivity of Competitive Demand: A Meta‑Analysis of Sales Response
Models,” Marketing Science Conference,
“Use of Brand
Loyalty Indices for Market Segmentation”, with V. Kumar and Amit Ghosh,
TIMS/ORSA Conference,
Speaker at a Symposium
on Repetitive Advertising,
“Advertising
Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice,” Sixth
Annual Advertising and Consumer Psychology Conference,
“Competitive
Price, Quality and Market Share With Asymmetric Information and Rational Expectations,”
ORSA/TIMS National Conference,
“A Dynamic Marketplace
Game,” Behavioral Research Conference,
“Advertising
Exposure and Brand Choice: An Informational Approach,”
“Price,
Advertising and Quality Competition in the Major Appliance Industry,”
“A Model of Competitive
Price, Quality and Market Share Under Imperfect Consumer Information,”
INVITED SEMINARS AT ACADEMIC
INSTITUTIONS
Koc University, Istanbul, Turkey, May 2009
Sabanci University, Istanbul, Turkey, May 2009.
USC Stevens Institute, December 2008.
Wharton’s Mack Center for Technological Innovation, November 2008.
Tanaka Business School, Imperial College, London, UK, May 2008.
Colloquium
on Science and Art of Innovation, UC
5th
Annual Conference on Innovation,
Lally School of Management & Technology, Rensselaer Polytechnic Institute, Spring Research Camp on Innovation, Feb 2008.
5th
Marketing in
Winter
Research Camp, Katz
Center
for Technology,
Summer Research Camp,
Hightower Distinguished Lecturer in Marketing,
Board of Leaders,
Corporate Advisory Board, Marshall School of Business, October 2005.
Lisle
& Roslyn Payne Research Symposium,
Ảrhus
Conference on Innovation,
Spring Research Camp,
Keynote Speaker,
Conference on Strategy, Free University of
Conference on Innovation,
AMA Cool Tools for Strategy Research, August 2003.
Conference on Innovation,
Spring Research Camp,
Spring research Camp,
Tuck
INSEAD,
Virginia Poly
Southern
University of
Presentation to USC Marshall Alumni Reunion Weekend, Los Angles, April 2009.
Presentation to USC Marshall Alums, New York, October 2009
Presentation, Trojan League of LA, November 2008.
Presentation, at USC Parent’s Weekend, October 2008.
Presentation, USC Marshall Board of Leaders, October 2008.
Presentation, Marshall Corporate Advisory Board, October 2008.
Plenary Address, USC-CTM’s Interactive Digital Media Workshop, July 2008.
Presentation on Challenges of Technological Innovation at USC-CTM Conference on Network Digital Media, LA, February, 2008.
Presentation on Consumer Generated Media and Stock
Market Performance,” (with TNS Seshadri), at
Presentation, Marketing Executives Networking Group.
Plenary Address, Measuring Advertising Performance,
World Advertising Association,
Plenary Address, American Accounting Association, Forth Worth, TX, 2007.
Presentation on Global Innovation, Accenture Annual Conference
on Strategy,
Address on Most Pressing Research Issues in Innovation,
AMA Tech/SIG,
Presentation on Innovation,
Presentation on Innovation,
Address at plenary session, European Marketing
Association meeting,
Speaker at plenary session on research,
IIR Conference on Marketing Research Methods,
Keynote address, Global Resources,
Keynote address, PDMA Research Forum,
Conference on Emerging Technologies, Wharton, Fall 2003.
Keynote Speaker, Conference
on Promotion,
Keynote Speaker, Conference
on Promotion,
Keynote Speaker, Conference
on Promotion,
Marketing Science
Institute’s Trustees Meeting,
Keynote Speaker, Conference
on Pricing,
Keynote Speaker, Conference
on Promotion,
Keynote Speaker, Conference
on Promotion,
Marketing Science Institute
Conference on “Really New Products, Evolving Markets, and Responsive
Organizations,”
Keynote Speaker, Conference Boards’ Marketing Conference, 1996.
Product Development Conference,
Marketing Science Institute Conference on “Really
New Products”,
Marketing Science Institute Conference, “Novel
Findings in Marketing,”
Marketing Science Institute Conference on Brand Equity
Conference,
Westin Hotels Worldwide Conference,
The Marketplace 1989, Point-Of-Sale-Promotion
Institute,
Conference on Point-Of-Sale-Promotion, San Francisco, 1989.
Public Relations Society of
Advertising Research Foundation's Annual Conference,
Conference on Pricing, The Pricing Institute,
Xerox
Accenture
TNS
Whirlpool Corporation
Procter & Gamble
British Petroleum
Nestle
Kellogg
Lever Brothers
Global Professional Resources
Bowater Scott
Cadbury Schweppes
White Wings
Nicholas Kiwi
Clorox
Hewlett Packard
Whirlpool Corporation
Procter & Gamble
Nestle Food Company
Lever Brothers
Trope & Trope
Futuredontics
Shook, Hardy & Bacon
Naked Juice
Co-Chair of 2009 PDMA Research Forum, Anaheim, California.
Chair of 2008 PDMA Doctoral Dissertation Competition.
Co-Chair of
2005, Conference on Innovation, Indian Institute of Technology,
Co-Chair of 2004, Conference on Emerging Markets,
Indian Institute of Management,
Co-chair of 2004
Member, Organization Committee, 2004
Co-chair of 2003 NASMEI Winter Research Conference,
Indian
Co-chair of 2002 NASMEI Winter Research Conference,
Indian
Co-chair of 1999 AMA-Sheth Foundation
Chair, Promotion Track, AMA Winter Educators
Conference,
Chair, Marketing Cluster, TIMS/ORSA National Meeting,
SERVICE FOR PROFESSIONAL ORGANIZATIONS
Trustee of
Treasurer, Informs Society
for
Member, Academic Council, American Marketing Association, 2008 to present.
NASMEI Executive Committee, 2004 to present.
EDITORIAL SERVICE
Associate
Editor: Journal of Marketing Research, 1996 to
present
Guest
Associate Editor:
Editorial Review Board:
Journal of Marketing, 1988 to present
(except 97 & 98).
Chair, Doctoral
Dissertation Competition,
Ad
Hoc Reviewer
Journal of Advertising, 1991 to 1996.
Management Science, 1988 to present.
Journal of Consumer Research, 1988 to
2006.
Strategic Management Journal, 1987.
Journal
of
Judge
Doctoral
Dissertation Competition of the
2000,
1998, 1995, 1994, 1993, 1992, 1988.
Reviewer,
Best
Paper Awards, 1992
Methodology
Track, 1987, 1992, 1990.
Marketing
Strategy Track 1994, 1992, 1987.
Education
Track, 1988.
Winter
Conference, 1992.
HONORS
Faculty Fellow, AMA
Georgia State University, 2009
University of Minnesota 2003
Faculty Fellow,
Rotterdam 2004
Beta Gamma Sigma,
Fellow, AMA Doctoral Consortium, 1982.
Nukhet Harmancioglu, Koc
University, Istanbul, Turkey.
Stav Rosenzweig, Hebrew
University, Israel
Martin Spann, University of
Frankfurt, Germany,
Delane Botelho, University of San Paulo, Brazil
Stefan Stremersch, Tilberg University, Netherlands
Joep Arts, University of
Amsterdam, Netherlands
Andreas Eisingerich, Cambridge
University, Cambridge, UK
Gaia Rubera, University of Milan,
Milan, Italy.
Seshadri Tirunillai, expected
graduation, May 2010.
Joep Arts (with Ruud Frambach),
expected graduated, May 2008.
Ashish
Sood, graduated, June 2005, first placed,
Yongchuan Bao, graduated, Summer, 2004, first placed Cal State Fullerton.
Joseph
Johnson, graduated Spring 2001, first placed in
Yiding
Yin, graduated Spring 2001, first placed in
Rajesh
Chandy, graduated 1996, first placed at
Avu Sankaralingam, graduated 1993, first placed at Information Resources Inc..
S.
Hariharan, graduated 1992, first placed at
K.
Rajendran, graduated 1989, first placed at
ISBM Grant for research on multinational innovation, 2006.
Northwestern University Technology center, Grant for research on multinational innovation, 2006.
AT
Department of Education Grant through USC CIBEAR for research on global innovativeness, 2003.
Marketing Science Institute Grant for research on the technology evolution, 2003
Marketing Science Institute Grant for research on the international takeoff, 2002
Marketing Science Institute Grant for research on the network effects, 2001.
Department of
Education Grant through USC CIBEAR for research on takeoff of durables in
Marketing Science Institute Grant for research on the leader’s curse, 1998.
Marketing Science Institute Grant for research on advertising effectiveness, 1998.
Marketing Science Institute Grant for research on organizing for radical product innovation, 1996.
Department of Education Grant through USC CIBEAR for research on patterns of international entry, 1994.
Department
of Education Grant through USC CIBEAR for study tour of
Marketing Science Institute Research Grant for research on pioneers, 1992.
Marketing Science Institute Research Grant for advertising research, 1987.
Marketing Science Institute Research Grant for advertising research, 1986.
Member
of School Improvement Council,
American Youth Soccer Association: Tournament Director 1998 to 2002.
Director of Referees Training 2000-2001.
Member
of Governing Board,
Director of Boys Coaches 1995 to 2000.
Director of Coaches Training 1994 to 1996.
Coached over 20 teams.
Coached five Hacienda Heights All Star Team.
Marshall School Chairs Evaluation Committee 2005 to present.
Marshall School Annual Performance Evaluation Committee, 2007, 2008.
Chair, Marshall School Tenure and Promotion Committee, 2003-2005.
School Tenure and Promotion Committee, 2002-2005, 1994-95.
Research Committee, 2003, 2003, 2001-1999.
Member
of Search Committee,
Coordinator of Marketing Research Camp, 2001, 1999, 1998.
Coordinator of Brown Bag series, 1996-1999.
Information Resources Committee, 1997.
Coordinator of Marketing Doctoral Program, 1989-1995.
Chair of Promotion and Evaluation Group of:
Steve Currall
John Zhang
Bob Fisher
C. W. Park
Bernie Jaworski
Member of Personnel Evaluation Group of 1993, 1995
Member of Tappan Chair Search Committee 1993, 1991.
Member of Annual Performance Review committee 2000, 1990.
Member of Faculty Senate, 1992-3.
Faculty recruiting 1989, 1990, 1992, 1993, 1994, 1997
Doctoral Education:
Seminar in Philosophy of Marketing Science, 2000, 1999, 1997, 1995, 1993, 1991.
Seminar on Marketing Models, 2007, 2005, 2004, 2002, 2000, 1998, 1996, 1994, 1992, 1990.
Seminar on Competitive Analysis & Strategy, 1987, 1985.
MBA Program:
Marketing of Radical Innovation, 2008, 2007, 2006.
Core class on Management of Radical Innovation, 2006.
Advertising & Promotion Strategy, 2008, and 1992 to 2005.
Marketing Management (Core), 1991, 1990, 1987.
Marketing Strategy (Capstone), 1987, 1986.
Marketing Research Methods, 1985, 1984.
Marketing Strategy, 1985, 1989.
Strategic Marketing Planning, 1984.
Executive and Off‑Campus MBA Education:
Advertising & Promotion, Samsung & Cheil Executives, Spring, Summer & Fall 1997, 1996, 1995.
Marketing Management, Executives, 1988, 1987.
Marketing Research, 1985, 1983.
Marketing Strategy (Capstone) 1989, 1988, 1985, 1984.
Marketing Management, 1980‑1983.
Association for Consumer Research
European Marketing Association
INFORMS
Society for
Product Development and Management Association
Married to Cherylanne Tellis
Four children
Citizen
of the