Sunil Gupta

Harvard Business School

Soldiers Field Road

Morgan 270C

Boston, MA 02163

United States

SCHOLARLY PAPERS

21

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CITATIONS
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61

Scholarly Papers (21)

1.

Valuing Customers

Journal of Marketing Research, pp. 7-18, February 2004, HBS Marketing Research Paper No. 03-08
Number of pages: 13 Posted: 13 Nov 2003 Last Revised: 27 Jul 2011
Harvard Business School, Columbia Business School - Marketing and Novartis International
Downloads 4,270 (1,267)
Citation 48

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Customer lifetime value, valuation, forecasting

2.

Do Friends Influence Purchases in a Social Network?

Harvard Business School Marketing Unit Working Paper No. 09-123
Number of pages: 36 Posted: 20 Apr 2009
Raghuram Iyengar, Sangman Han and Sunil Gupta
University of Pennsylvania - Marketing Department, Sungkyunkwan University - School of Management and Harvard Business School
Downloads 1,997 (4,477)
Citation 1

Abstract:

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3.

Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models

Kamakura, Wagner A., Neslin, Scott, Gupta, Sunil and Mason, Charlotte, Defection Detection: Measuring And Understanding the Predictive Accuracy Of Customer Churn Models, Journal of Marketing Research, Vol. XLIII (May 2006), 204–211,
Number of pages: 9 Posted: 12 Feb 2014
Tuck School of Business at Dartmouth, Harvard Business School, Rice University, Comercia Bank and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 69 (204,013)
Citation 7

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4.

Choice in Computer-Mediated Environments

Marketing Letters, Vol. 8, No. 3, pp. 287-296, 1997
Number of pages: 10 Posted: 29 Jun 2009
New York University (NYU) - Department of Marketing, Harvard Business School - Marketing Unit, Harvard Business School, Columbia Business School - Marketing, University of California, Berkeley - Marketing Group, New York University (NYU) - Department of Marketing, University of Wisconsin - Madison - Department of Marketing, Pennsylvania State University - Department of Marketing and affiliation not provided to SSRN
Downloads 48 (333,185)
Citation 2

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consumer choice, internet

Issues in the Estimation and Application of Latent Structure Models of Choice

Issues in the Estimation and Application of Latent Structure Models of Choice, Marketing Letters 5:4, (1994): 323-334
Number of pages: 13 Posted: 26 Apr 2014
Southern Methodist University (SMU), Northwestern University, Independent, Independent, Independent, Harvard Business School, Rice University and Independent
Downloads 11 (523,477)
Citation 1

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latent structure models, discrete choice, finite mixture models

Issues in the Estimation and Application of Latent Structure Models of Choice

Marketing Letters 5:4, (1994), pp. 323-334
Posted: 06 Jun 2016
Southern Methodist University (SMU), McGill University - Desautels Faculty of Management, Independent, Independent, Pennsylvania State University, Harvard Business School, Rice University, T. A. Pai Management Institute, University of Michigan at Dearborn and University of Texas at Austin

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latent structure models, discrete choice, finite mixture models

6.

Modeling Large Data Sets in Marketing

Statistica Neerlandica (1998) Vol. 52, nr. 3, p. 303
Number of pages: 22 Posted: 15 Feb 2014
University of North Carolina Kenan-Flagler Business School, Harvard Business School, Rice University and University of Maryland - Robert H. Smith School of Business, Marketing Department
Downloads 11 (450,179)
Citation 2

Abstract:

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response models, single source data, customer transaction data

7.

Managing Churn to Maximize Profits

Number of pages: 56 Posted: 09 May 2017
Aurelie Lemmens and Sunil Gupta
Tilburg University and Harvard Business School
Downloads 0 (286,630)

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Churn Prediction, Loss Function, Profit Lift, Stochastic Gradient Boosting.

8.

In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

Tuck School of Business Working Paper No. 2903548, Columbia Business School Research Paper No. 17-16
Number of pages: 46 Posted: 23 Jan 2017 Last Revised: 05 Apr 2017
Columbia Business School - Marketing, Tuck School of Business at Dartmouth, Columbia Business School - Marketing, Electronic Arts, University of Pennsylvania - Marketing Department, Harvard Business School, London Business School, Tilburg University, Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship, Duke University, New York University and University of Pennsylvania - The Wharton School
Downloads 0 (68,383)

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9.

A Stochastic Three-Way Unfolding Model for Asymmetric Binary Data

Applied Psychological Measurement, (1987) Vol. 11, No. 4, pp. 397-418
Number of pages: 23 Posted: 27 May 2016
Pennsylvania State University, Columbia Business School - Marketing, Columbia University, Southern Methodist University (SMU) and Harvard Business School
Downloads 0 (522,108)

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10.

Designing Freemium: Strategic Balancing Growth and Monetization

Posted: 21 Apr 2016 Last Revised: 22 Aug 2017
Clarence Lee, Vineet Kumar and Sunil Gupta
Cornell University - Samuel Curtis Johnson Graduate School of Management, Harvard Business School and Harvard Business School

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Freemium, Referral Programs, Dynamic Models, Word-of-Mouth, Bayesian Estimation

11.

Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science

Marketing Science, Vol. 33, No. 1, 2014; pp. 1-5; DOI: 10.1287/mksc.2013.0830, Columbia Business School Research Paper No. 14-19
Posted: 28 Feb 2014
Harvard Business School, University of California, Los Angeles (UCLA) - Anderson School of Management, MIT Sloan School of Management, Columbia Business School - Marketing and Columbia Business School - International Business

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theory and practice, store brands, banner ads, market growth, retail price, social networks

12.

Separating Homophily and Peer Influence with Latent Space

Posted: 01 Jan 2014
Harvard Business School, Harvard Business School and IMD

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Social influence, social network, mobile apps, peer effects, latent homophily, latent space, proxy variables

13.

The New York Times Paywall

Harvard Business School Marketing Unit Case No. 512-077
Posted: 08 May 2012
Harvard Business School, Harvard University - Strategy Unit, Harvard Business School and Harvard Business School, Strategy Unit

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14.

BBVA Compass: Marketing Resource Allocation

Harvard Business School Marketing Unit Case No. 511-096
Posted: 13 Mar 2012
Sunil Gupta and Joseph Davies-Gavin
Harvard Business School and Harvard Business School

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15.

Groupon

Harvard Business School Marketing Unit Case No. 511-094
Posted: 13 Mar 2012
Sunil Gupta, Ray Weaver and Dharmishta Rood
Harvard Business School, Harvard Business School and Harvard Business School

Abstract:

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16.

PatientsLikeMe: An Online Community of Patients

Harvard Business School Marketing Unit Case No. 511-093
Posted: 28 Feb 2012
Sunil Gupta and Jason Riis
Harvard Business School and Harvard Business School

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17.

TripAdvisor

Harvard Business School Marketing Unit Case No. 511-004
Posted: 01 Feb 2012
Sunil Gupta and Kerry Herman
Harvard Business School and Harvard Business School

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18.

Bank of America: Mobile Banking

HBS Case No. 510-063, Harvard Business School Marketing Unit
Posted: 02 Jun 2010
Sunil Gupta and Kerry Herman
Harvard Business School and Harvard Business School

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19.

Backchannelmedia: Making Television 'Clickable'

HBS Case Number: 509-026, Harvard Business School Marketing Unit
Posted: 20 May 2009
Sunil Gupta, Kavita Shukla and Zachary Clayton
Harvard Business School, Harvard Business School and Harvard Business School

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20.

Allocating Marketing Resources

MARKETING MIX DECISIONS: NEW PERSPECTIVES AND PRACTICES, Roger A. Kerin and Rob O'Regan, eds., American Marketing Association, Chicago, IL, 2008, Harvard Business School Marketing Research Paper No. 08-069
Posted: 12 Feb 2008 Last Revised: 21 Jun 2008
Sunil Gupta and Thomas J. Steenburgh
Harvard Business School and University of Virginia - Darden Graduate School of Business

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market research, demand estimation, economic impact analysis

21.

Leveraging Information Across Categories

Quantitative Marketing and Economics, Vol. 1, No. 4, pp. 425-465, December 2003, HBS Marketing Unit Research Paper No. 03-06
Posted: 03 Jan 2004 Last Revised: 15 Jun 2011
Raghurim Iyengar, Asim Ansari and Sunil Gupta
Columbia Business School, Columbia Business School - Marketing and Harvard Business School

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Bayesian analysis, Cross-category modeling, information transfer