Sunil Gupta

Harvard University - Business School (HBS)

Soldiers Field Road

Morgan 270C

Boston, MA 02163

United States

SCHOLARLY PAPERS

22

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Top 4,486

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9,333

SSRN CITATIONS
Rank 13,238

SSRN RANKINGS

Top 13,238

in Total Papers Citations

34

CROSSREF CITATIONS

37

Scholarly Papers (22)

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 University - Business School (HBS), Columbia Business School - Marketing and Novartis International
Downloads 5,268 (1,430)
Citation 31

Abstract:

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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 University - Business School (HBS)
Downloads 2,548 (5,067)
Citation 22

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3.

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
Harvard Business School, Dartmouth College - Tuck School of Business, Columbia Business School - Marketing, Electronic Arts, University of Pennsylvania - Marketing Department, Harvard University - Business School (HBS), London Business School, Rotterdam School of Management, Erasmus University Rotterdam, Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship, Duke University, New York University and University of Pennsylvania - The Wharton School
Downloads 632 (42,801)
Citation 4

Abstract:

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4.

Managing Churn to Maximize Profits

Marketing Science, Forthcoming
Number of pages: 56 Posted: 09 May 2017 Last Revised: 07 Jan 2020
Aurelie Lemmens and Sunil Gupta
Rotterdam School of Management, Erasmus University Rotterdam and Harvard University - Business School (HBS)
Downloads 404 (74,965)
Citation 7

Abstract:

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Defection, Field Experiments, Loss Function, Machine Learning, Proactive Churn Management, Profit Lift, Stochastic Gradient Boosting

5.

The Past, Present, and Future of Customer Management

Number of pages: 16 Posted: 12 Sep 2019
Columbia Business School, Harvard University - Business School (HBS), Duke University - Fuqua School of Business, New York University (NYU) - Department of Marketing and Columbia Business School - Marketing
Downloads 199 (158,503)

Abstract:

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Customer management, Customer relationship dynamics, Customer lifetime value, Direct marketing

6.

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
Dartmouth College - Tuck School of Business, Harvard University - Business School (HBS), Rice University, Comercia Bank and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 145 (208,868)
Citation 5

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7.

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 University - Business School (HBS), 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 53 (392,489)

Abstract:

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consumer choice, internet

8.

Separating Homophily and Peer Influence with Latent Space

Number of pages: 44 Posted: 01 Jan 2014 Last Revised: 18 Jan 2018
Harvard University, Harvard Business School, Students, Harvard University - Business School (HBS) and IMD
Downloads 41 (436,231)
Citation 2

Abstract:

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

9.

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 University - Business School (HBS), Rice University and University of Maryland - Robert H. Smith School of Business, Marketing Department
Downloads 23 (523,405)

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response models, single source data, customer transaction data

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) - Marketing Department, Northwestern University, Independent, Independent, Independent, Harvard University - Business School (HBS), Rice University and Independent
Downloads 12 (615,694)

Abstract:

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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) - Marketing Department, McGill University - Desautels Faculty of Management, Independent, Independent, Pennsylvania State University, Harvard University - Business School (HBS), Rice University, T. A. Pai Management Institute, University of Michigan at Dearborn and University of Texas at Austin

Abstract:

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latent structure models, discrete choice, finite mixture models

11.

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 University - Business School (HBS)
Downloads 8 (618,106)

Abstract:

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12.

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 University - Business School (HBS)

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

13.

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 University - Business School (HBS), 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

14.

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 University - Business School (HBS) and Harvard Business School, Strategy Unit

Abstract:

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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 University - Business School (HBS), Harvard University - Business School (HBS) and Harvard University - Business School (HBS)

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16.

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 University - Business School (HBS) and Harvard University - Business School (HBS)

Abstract:

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17.

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 University - Business School (HBS) and Harvard University - Business School (HBS)

Abstract:

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18.

TripAdvisor

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

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19.

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 University - Business School (HBS) and Harvard Business School

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20.

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 University - Business School (HBS), Harvard University - Business School (HBS) and Harvard University - Business School (HBS)

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21.

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 University - Business School (HBS) and University of Virginia - Darden Graduate School of Business

Abstract:

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market research, demand estimation, economic impact analysis

22.

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 University - Business School (HBS)

Abstract:

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Bayesian analysis, Cross-category modeling, information transfer