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Research Area	-- Display All -- Innovation New Products Advertising Pricing Promotion Market Entry Quality Diffusion Research Methods Other	Year

Name	Year	Authors	Published
How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity	2010	Raj Sethuraman Gerard J. Tellis Richard Briesch	forthcoming, Journal of Marketing Research
Does Culture Matter? Assessing Biases in Cross-National Survey Research	2010	Gerard J. Tellis Deepa Chandrasekaran	forthcoming International Journal of Research in Marketing
Demystifying Innovation: New Schema, Model, Findings	2010	Ashish Sood Gerard J. Tellis	conditionally accepted in 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.
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.
The Value of Quality: Stock Market Returns to Published Quality Reviews	2007	Joseph Johnson Gerard J. Tellis	Marketing Science.
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.
The Optimal Data Interval for Econometric Models of Advertising	2005	Gerard J. Tellis Philips Hans Franses	Marketing Science.
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	forthcoming, 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	forthcoming, 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.
Leader’s Curse: Incumbency, Size and Radical Innovation	2000	Rajesh Chandy Gerard J. Tellis	Marketing Science Institute Report No. 00-100, Cambridge, MA: Marketing Science Institute.
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.
Organizing For Radical Product Innovation	1997	Rajesh Chandy Gerard J. Tellis	No. 98-102.
Organizing For Radical Product Innovation	1997	Rajesh Chandy Gerard J. Tellis	ISBM Working Paper No. 10-1997.
Will It Ever Fly? Modeling The Growth of New Consumer Durables	1997	Peter N. Golder Gerard J. Tellis	Marketing Science, 16, 3, 256-270.
Will It Ever Fly? Modeling The Growth of New Consumer Durables	1997	Peter N. Golder Gerard J. Tellis	MSI Working 97-127.
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 Fact 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.
The Price Sensitivity of Selective Demand: A Meta-Analysis of Econometric Modesl of Sales	1988	Gerard J. Tellis	No. 88-105.
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.
Beyond the Many Faces of Price: An Integration of Pricing Strategies	1986	Gerard J. Tellis	Journal article reprint circulated by the institute.
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.
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	C. Merle Crawford Gerard J. Tellis	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.

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(c) Gerard Tellis, 2007. All rights reserved.