Marketing Science Publications

Publications: Marketing Science

“Examining Demand Elasticities in Hanemann’s Framework: A Theoretical and Empirical Analysis,” Nitin Mehta, Xinlei (Jack) Chen, and Om Narasimhan, Marketing Science (forthcoming).
"The Length of Product Line in Distribution Channels,” Yunchuan Liu and Tony Haitao Cui, 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).
"Assessing the Consequences of a Channel Switch," Xinlei Chen, George John, and Om Narasimhan, Marketing Science (May-June 2008).
"A Price Discrimination Model of Trade Promotions," Tony Haitao Cui, Jagmohan S. Raju, and Z. John Zhang, Marketing Science (Sept/Oct 2008).
"Absorptive Capacity in High-Technology Markets: The Competitive Advantage of the Haves," Om Narasimhan, Shantanu Dutta, and Surendra Rajiv, Marketing Science (September 2006).
"Asymmetric Wholesale Pricing: Theory and Evidence," Sourav Ray, Haipeng Chen, Mark E. Bergen, and Daniel Levy, Marketing Science (March-April 2006).
"Modeling the Microeffects of Television Advertising: Which Ad Works, When, Where, How Long and Why?" Gerard Tellis, Rajesh Chandy, Deborah MacInnis, and Pattana Thaivanich, Marketing Science (Summer 2005).
"The Price of Launching a New Product: Empirical Evidence on Factors Affecting the Relative Magnitude of Slotting Allowances," Akshay R. Rao and Humaira Mahi, Marketing Science (Spring 2003). Vol. 22, No. 2, p. 246-268.
"Close Encounters of Two Kinds: False Alarms and Dashed Hopes," Haipeng Chen and Akshay R. Rao, Marketing Science (Spring 2002). Vol. 21, No. 2, p. 160-177.
"Experimental Evidence for Agency Models of Salesforce Compensation," Mrinal Ghosh and George John, Marketing Science (2001).
"Success in High-Technology Markets: Is Marketing Capability Critical?" Om Narasimhan, Shantanu Dutta, and Surendra Rajiv, Marketing Science (1999). Vol. 18, No. 4.
"The Governance of Exclusive Territories When Retailers Can Bootleg," Shantanu Dutta, Mark E. Bergen, and George John, Marketing Science (Winter 1994). Vol. 13, No. 1, p. 83-99.