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Journal Articles

• “Examining Demand Elasticities in Hanemann’s Framework: A Theoretical and Empirical Analysis,” Nitin Mehta, Xinlei (Jack) Chen, and Om Narasimhan, Marketing Science(forthcoming).
   
• "Understanding the Role of Trade-ins in Durable Goods Markets: Theory and Evidence," Raghunath S. Rao, Om Narasimhan, and George John, Marketing Science (forthcoming).
   
• "Informing, Transforming, and Persuading: Disentangling the Multiple Effects of Advertising on Brand Choice Decisions," Nitin Mehta, Xinlei (Jack) Chen, and Om Narasimhan, Marketing Science (May-June 2008).
   
• "Competitive Response to Radical Product Innovations," Khaled Aboulnasr, Om Narasimhan, Ed Blair, and Rajesh K. Chandy, Journal of Marketing (May-June 2008).
   
• "Assessing the Consequences of a Channel Switch," Xinlei Chen, George John, and Om Narasimhan, Marketing Science (May-June 2008).
   
• "Absorptive Capacity in High-Technology Markets: The Competitve Advantage of the Haves," Om Narasimhan, Shantanu Dutta, and Surendra Rajiv, Marketing Science (September-October 2006).
   
• "From Invention to Innovation: Conversion Ability in Product Development," Rajesh Chandy, Brigitte Hopstaken, Om Narasimhan, and Jaideep Prabhu, Journal of Marketing Research (August 2006).
   
• "Conceptualizing and Measuring Capabilities," Om Narasimhan, Shantanu Dutta, and Surendra Rajiv, Strategic Management Journal (March 2005).
   
• "Success in High-Technology Markets: Is Marketing Capability Critical?"  Om Narasimhan, Shantanu Dutta, and Surendra Rajiv, Marketing Science (1999).  Vol. 18, No. 4.