Publications

 

Title Year Authors Publication
Skimming or Penetration? Strategic Dynamic Pricing for New Products 2014 Martin Spann, Marc Fischer and Gerard J. Tellis Marketing Science
Mining Marketing Meaning from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation 2014 Seshadri Tirunillai and Gerard J. Tellis Journal of Marketing Research
Make, Buy, Ally? Choice and Payoff To Alternate Strategies for Innovation 2014 Abhishek Borah and Gerard J. Tellis Marketing Science
Spinoffs versus Buyouts: Profitability of Alternate Strategies for Commercializing Innovation 2014 Gaia Rubera and Gerard J. Tellis Strategic Management Journal
Stock Market Returns to Financial Innovations During and Before the Financial Crisis in US and Europe. 2014 Lisa Schöler, Bernd Skiera and Gerard J. Tellis Journal of Product Innovation Management
Unrelenting Innovation: How To Create A Culture for Market Dominance 2013 Gerard J. Tellis Jossey-Bass. Warren Bennis Leadership Series
To Whom, When, and How Much to Discount: A Constrained Optimization of Customized Temporal Discounts. 2013 Joseph Johnson and Gerard J. Tellis Journal of Retailing
Pricing in the International Takeoff of New Products 2013 Deepa Chandrasekaran, Joep Arts, Gerard J. Tellis and Ruud Frambach International Journal of Research in Marketing
Predicting the Path of Technological Innovation: SAW vs. Moore’s Law 2012 Ashish Sood
Gareth James
Gerard J. Tellis
Ji Zhu
Marketing Science
Does Chatter Really Matter? Impact of User Generated Content on Stock Market Performance 2012 Seshadri Tirunillai
Gerard J. Tellis
Marketing Science
Getting a Grip on the Saddle: Cycles or Chasms 2012 Deepa Chandrasekaran
Gerard J. Tellis
Journal of Marketing
What Scanner Panel Data Tells Us About Advertising 2011 Scott Koslow
Gerard J. Tellis
Journal of Advertising Research
How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity 2011 Raj Sethuraman
Gerard J. TellisRichard Briesch
Journal of Marketing Research
Key Questions on Innovation in the B2B Context 2011 Gerard J. Tellis
Rajesh Chandy
Jaideep Prabhu
Handbook of Business to Business Marketing
Does Culture Matter? Assessing Biases in Cross-National Survey Research 2010 Gerard J. Tellis
Deepa Chandrasekaran
International Journal of Research in Marketing
Demystifying Disruption: New Schema, Model, Findings 2011 Ashish Sood
Gerard J. Tellis
Marketing Science
Network Effects: Do They Warm or Chill a Budding Market? 2010 Gerard J. Tellis International Journal of Research in Marketing
Global Consumer Innovativeness: Cross Country Differences and Demogrpahic Commonalaties 2009 Gerard J. Tellis
Eden Yin
Simon Bell
Journal of International Marketing
A Critical Review and Synthesis of Ad Effectiveness in a Recession. 2009 Gerard J. Tellis
Kethan Tellis
Journal of Advertising Research.
Do Innovations Payoff? Total Stock Market Returns to Innovations. 2009 Gerard J. Tellis
Ashish Sood
Marketing Science.
Reply to Comments: Why and How Quality Wins Over Network Effects and What It Means 2009 Tellis Gerard J.
Yiding Yin
Rakesh Niraj
Journal of Marketing Research
Innovation of Firms Across Nations: The Pre-Eminence of Internal Firm Culture 2009 Tellis, Gerard J.
Jaideep Prabhu
Rajesh Chandy
Journal of Marketing
Does Quality Win: Network Effects versus Quality in High Tech Markets 2009 Tellis, Gerard J.
Yiding Yin
Rakesh Niraj
Journal of Marketing Research.
The Functional Regression: A New Model and Approach for Predicting the Market Penetration of New Products 2009 Ashish Sood
James Gareth
Gerard J. Tellis
Marketing Science.
Drivers of Success for Entry Into China and India 2008 Joseph Johnson
Gerard J. Tellis
Journal of Marketing.
Generalizations about Advertising Effectiveness in Markets 2009 Gerard J. Tellis Journal of Advertising Research.
The Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences 2008 Deepa Chandrasekaran
Gerard J. Tellis
Marketing Science.
Important Research Questions in Technology and Innovation 2008 Tellis, Gerard J. Industrial Marketing Management, August.
Handbook of Advertising 2007 Tim Ambler
Gerard J. Tellis
London, UK: Sage Publications.
Diffusion of New Products: A Critical Review of Models, Drivers, and Findings 2007 Deepa Chandrasekaran
Gerard J. Tellis
Review of Marketing, 39-80.
Research on Innovation and New Products: A review and Agenda for Marketing Science 2007 John Hauser
Gerard J. Tellis
Abbie Griffin
Marketing Science, 25, 6, 687-717.
Indirect Network Effects in New Product Growth 2007 Stefan Stremesch
Gerard J. Tellis
Philip Hans Franses
Jeroen L. G. Binken
Journal of Marketing, 71, 3, 52-74
The Value of Quality: Stock Market Returns to Published Quality Reviews 2007 Joseph Johnson
Gerard J. Tellis
Marketing Science, 26, 6 (November – December), 742-756.
Disruptive Technology or Visionary Leadership 2006 Gerard J. Tellis The Journal of Product Innovation Management, 23, 1 (January), 34-38.
Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions 2006 Martin Spann
Gerard J. Tellis
Journal of Marketing, 70, 1 (65-78).
Optimal Data Interval for Advertising Response Models 2006 Tellis, Gerard J.
Philip Hans Franses
Marketing Science, 25, 3, May-June.
Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, Why, and For How Long 2005 Gerard J. Tellis
Rajesh Chandy
Deborah MacInnis
Pattana Thaivanich
Marketing Science. Finalist for Society of Marketing Science ISMS Practice Prize, 2004.
Advertising’s Role in Capitalist Markets: What We Know and Where We Go From Here 2005 Gerard J. Tellis Journal of Advertising.
Winners, Losers, and Biased Trades 2005 Joseph Johnson
Gerard J. Tellis
Deborah MacInnis
Journal of Consumer Research, 32, 2 (September), 324-330.
Blowing Bubbles: Heuristics and Biases in the Run-Up of Stock Prices 2005 Joseph Johnson
Gerard J. Tellis
Deborah MacInnis
Journal of Academy of Marketing Science, 33, 4, 486-504.
Research on Innovation and New Products: A review and Agenda for Marketing Science 2005 John Hauser
Gerard J. Tellis
Abbie Griffin
Marketing Science.
Technological Evolution and Radical Innovations 2005 Ashish Sood
Gerard J. Tellis
Journal of Marketing, 69, 3 (July), 152-168.
Effective Advertising: Understanding When, How, and Why Advertising Works 2004 Gerard J. Tellis Thousand Oaks: Sage Publications. Translated into Chinese and Korean.
Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle 2004 Peter N. Golder
Gerard J. Tellis
Marketing Science, 23, 2 (Spring), 207-218. AMA/TechSig best paper award 2005.
Predicting Takeoff for Whirlpool’s New Personal Valet 2004 Joseph A. Foster
Peter N. Golder
Gerard J. Tellis
Marketing Science. Finalist for Society of Marketing Science Practice Prize 2003.
Managing International Growth Of New Products 2004 Stefan Stemersch
Gerard J. Tellis
21, 4 (December), 421-438, International Journal of Research in Marketing, Winner of best paper at Noordwijk Conference on Global Marketing, organized by MSI and IJRF.
The International Takeoff of New Products: Economics, Culture and Country Innovativeness 2003 Stefan Stemersch
Gerard J. Tellis
Marketing Science, 22, 2 (Spring), 188-208.
Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis 2002 Raj Sethuraman
Gerard J. Tellis
Journal of Retailing,, 78, 4, 253-263.
Strategic Bundling of Products and Prices: A New Synthesis For Marketing 2002 Stefan Stremersch
Gerard J. Tellis
Journal of Marketing, 66, 1 (January), 55-72. Winner of the Harold Maynard Award for most significant contribution to marketing thought.
Can culture affect prices? A cross-cultural study of shopping and retail prices 2001 David Ackerman
Gerard J. Tellis
Journal of Retailing, 77, 57-82.
Will and Vision: How Latecomers Grow To Dominate Markets 2001 Gerard J. Tellis McGraw Hill.
What to Say When: Advertising Appeals in Evolving Markets 2001 Rajesh Chandy
Gerard J. Tellis
Debbie MacInnis
Pattana Thaivanich
Journal of Marketing Research, 38, 4 (November).
Modeling the Effects of Direct Advertising: Which Ad Works, When, Where, and How Long? 2000 Rajesh Chandy
Gerard J. Tellis
Pattana Thaivanich
Journal of Marketing Research, 37 (February), 32-46.
The Incumbent’s Curse? Incumbency, Size and Radical Product Innovation 2000 Rajesh Chandy
Gerard J. Tellis
Journal of Marketing, 64, 3 (July), 1 to 17. Harold D. Maynard Award for most significant contribution to Marketing thought in Journal of Marketing, 2000.
In search of Diversity: The Record of Major Marketing Journals 1999 Gerard J. Tellis
Rajesh Chandy
David Ackerman
Journal of Marketing Research
Do Consumers Ever Learn? Findings From An Experimental Market 2000 Jaideep Prabhu
Gerard J. Tellis
Journal of Behavioral Decision Making, 13, 1, 19-34.
Beyond Diffusion: An Explanatory Approach To Modeling The Growth of Durables 1998 Peter N. Golder
Gerard J. Tellis
17 (June-July), 259-280, Journal of Forecasting.
Organizing for Radical Product Innovation 1998 Rajesh Chandy
Gerard J. Tellis
Journal of Marketing Research, 35 (November), 474-487
Advertising and Sales Promotion Strategy 1998 Gerard J. Tellis Reading, MA: Addison-Wesley.
Effective Frequency: One Exposure or Three Factors? 1997 Gerard J. Tellis Journal of Advertising Research, 37-4, July-August, 75-80.
Will It Ever Fly? Modeling The Growth of New Consumer Durables 1997 Peter N. Golder
Gerard J. Tellis
Marketing Science, 16, 3, 256-270.
First to Market, First to Fail? The Real Causes of Enduring Market Leadership 1996 Gerard J. Tellis
Peter N. Golder
Sloan Management Review, 37, 2, 65-75. Discussed in The Wall Street Journal, Los Angeles Times, Economist, and other publications.
Cracking the Retailer’s Decision Problem: Which Brand to Discount, How Much, When and Why? 1995 Gerard J. Tellis
Fred Zufryden
Marketing Science, 14, 3, 271-299. Nominated for Marketing Science best paper of 1995.
Does TV Advertising Really Affect Sales? 1995 Gerard J. Tellis
Doyle Weiss
Journal of Advertising, 24, 3, 1-12. Lead article in issue. Nominated for Journal of Advertising’s best paper of 1995.
Modeling The Effects of Advertising in Contemporary Markets: Research Findings and Opportunities 1994 Gerard J. Tellis 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.
Is Reference Price Based on Context or Experience? An Analysis of Consumers’ Brand Choices 1994 K. N. Rajendran
Gerard J. Tellis
NULL Journal of Marketing, 58, 2 (January), 10-22.
Pioneering Advantage: Marketing Logic or Marketing Legend 1993 Peter N. Golder
Gerard J. Tellis
Journal of Marketing Research, 30 (May), 158-170.
Do Pioneers Really Have Long Term Advantage? A Historical Analysis. 1992 Peter N. Golder
Gerard J. Tellis
No. 92-124. Won MSI’s best paper award for 1993.
An Analysis of the Tradeoff Between Advertising and Pricing 1991 Raj Sethuraman
Gerard J. Tellis
ournal of Marketing Research, 31, 2 (May), 160-174. Nominated for Odell Award for 1995.
Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices 1990 Gerard J. Tellis
Gary G. Gaeth
Journal of Marketing, 54 (April), 34-45.
The Impact of Corporate Size and Strategy On Competitive Pricing 1989 Gerard J. Tellis Strategic Management Journal, 10, 569-585.
Creative Pricing of Products and Services 1989 Gerard J. Tellis The Pricing Decision, ed. by Daniel T. Seymour, Chicago, Ill: Probus Publishing Company.
Interpreting Advertising and Price Elasticities 1989 Gerard J. Tellis Journal of Advertising Research, 29, 4 (August-September), 40-43.
Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice 1988 Gerard J. Tellis Journal of Marketing Research, 15, 2 (May), 134-144. – Discussed in the Wall Street Journal, February 15, 1989, p. B6 and March 1, 1989, p. B6 and in numerous newspapers and journals nationally and abroad.
Advertising and Quality Over the Product Life Cycle: A Contingency Theory 1988 Gerard J. Tellis
Claes Fornell
Journal of Marketing Research, 15, 1 (February), 64-71.
The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models 1988 Gerard J. Tellis Journal of Marketing Research, 15, 3 (November), 331-341. Lead article in issue.
Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice 1987 Gerard J. Tellis No. 87-105.
Competitive Price and Quality Under Asymmetric Information 1987 Gerard J. Tellis
Birger Wernerfelt
Marketing Science, 6, 3, 240-253.
Consumer Purchasing Strategies and the Information in Retail Prices 1987 Gerard J. Tellis Journal of Retailing, 63, 3 (Fall), 279-297.
Creative Pricing of Medical Services 1987 Gerard J. Tellis Journal of Medical Practice Management, 3, 2 (Fall), 120-124.
Beyond the Many Faces of Price: An Integration of Pricing Strategies 1986 Gerard J. Tellis Journal of Marketing, 50 (October), 146-160.
The Impact of External Information and Experience on Consumer Inference and Choice 1985 Gerard J. Tellis
Gary Gaeth
Lynn Clark
Marketing Communications: Theory and Research, Michael J. Houston and Richard J. Lutz, eds. Chicago: A.M.A.
BIDSIM: Using A Competitive Bidding Simulation To Highlight Pricing Issues 1983 George M. Zinkhan
Gerard J. Tellis
Journal of Marketing Education, (Summer), 48-55.
An Evolutionary Approach to Product Growth Theory 1981 Gerard J. Tellis
C. Merle Crawford
Journal of Marketing, 45 (Fall), 125-132.
The Technological Innovation Controversy 1981 C. Merle Crawford
Gerard J. Tellis
Business Horizons, 24, 4, 76-88.
An Analysis of the U.S. Innovation Rate 1981 C. Merle Crawford
Gerard J. Tellis
The Changing Marketing Environment: New Theories and Applications, Kenneth Bernhardt et al., eds., Series No. 47, Chicago: American Marketing Association, 280-285.