Carl F. Mela

Duke University - Fuqua School of Business

Associate Professor of Marketing

Box 90120

Durham, NC 27708-0120

United States

SCHOLARLY PAPERS

22

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CITATIONS
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68

Scholarly Papers (22)

1.

The Dynamic Effect of Innovation on Market Structure

Journal of Marketing Research, Vol. 41, May 2004
Number of pages: 46 Posted: 26 May 2004
Massey University - Dept of Communication, Journalism & Marketing, Duke University - Fuqua School of Business and University of Michigan, Stephen M. Ross School of Business
Downloads 878 (25,536)
Citation 9

Abstract:

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Innovation, Brand Entry, Market Structure, Frozen Pizza, Time Series Methods, Dynamic Linear Models, Bayesian Methods, Gibbs Sampler, Long-term Effects

2.

Online Display Advertising Markets: A Literature Review and Future Directions

Columbia Business School Research Paper No. 18-1
Number of pages: 43 Posted: 06 Dec 2017 Last Revised: 12 May 2019
Duke University, Fuqua School of Business, Students, Duke University - Fuqua School of Business, Columbia Business School - Decision Risk and Operations and CBS Interactive
Downloads 636 (39,617)

Abstract:

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Display Advertising, Literature Review, Real-Time Buying, Programmatic Buying, Real-Time Bidding

3.

A Dynamic Model of Sponsored Search Advertising

Marketing Science, Vol. 30, No. 3, pp. 447-468, May-June 2011, NET Institute Working Paper No. 08-16
Number of pages: 70 Posted: 19 Oct 2008 Last Revised: 05 Aug 2014
Song Yao and Carl F. Mela
University of Minnesota - Twin Cities - Carlson School of Management and Duke University - Fuqua School of Business
Downloads 574 (45,406)
Citation 19

Abstract:

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Sponsored Search Advertising, Two-sided Market, Dynamic Game, Structural Models

4.

Online Auction Demand

Marketing Science, Vol. 27, No. 5, pp. 861-885, 2008
Number of pages: 59 Posted: 17 Dec 2006 Last Revised: 09 Feb 2009
Song Yao and Carl F. Mela
University of Minnesota - Twin Cities - Carlson School of Management and Duke University - Fuqua School of Business
Downloads 310 (95,176)
Citation 10

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Auctions, Structural Models, Two Sided Markets, Empirical IO, Bayesian Statistics

5.

Monetizing Online Marketplaces

Number of pages: 65 Posted: 16 Sep 2016 Last Revised: 30 Apr 2019
Hana Choi and Carl F. Mela
Duke University, Fuqua School of Business, Students and Duke University - Fuqua School of Business
Downloads 231 (129,443)

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Online Advertising, E-Commerce, Two-Sided Market, Sequential Search Model, Dynamic Discrete Choice Model

6.

Do DVRs Influence Sales?

Chicago Booth Research Paper No. 10-08
Number of pages: 33 Posted: 28 Oct 2009 Last Revised: 30 Jan 2010
Tilburg University, CentER, University of Chicago - Booth School of Business and Duke University - Fuqua School of Business
Downloads 205 (145,094)

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Digital Video Recorder, advertising, field study, brand, consumer packaged goods

7.

Sponsored Search Auctions: Research Opportunities in Marketing

Foundations and Trends in Marketing, Vol. 3: No 2, pp. 75-126
Number of pages: 57 Posted: 26 Mar 2009 Last Revised: 30 Mar 2010
Song Yao and Carl F. Mela
University of Minnesota - Twin Cities - Carlson School of Management and Duke University - Fuqua School of Business
Downloads 198 (149,846)
Citation 5

Abstract:

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Auction, Sponsored Search, Advertising, Marketing

8.

Zooming in on Choice: How Do Consumers Search for Cameras Online?

Number of pages: 60 Posted: 18 Oct 2014
Tilburg University, CentER, Hong Kong University of Science & Technology (HKUST) and Duke University - Fuqua School of Business
Downloads 186 (158,764)

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Consumer search and choice, online purchase, search dynamics, digital cameras

9.

Determining Consumers' Discount Rates with Field Studies

Journal of Marketing Research, 49(6), pp. 822-841, 2012
Number of pages: 56 Posted: 12 Jan 2011 Last Revised: 28 Feb 2018
Song Yao, Carl F. Mela, Jeongwen Chiang and Yuxin Chen
University of Minnesota - Twin Cities - Carlson School of Management, Duke University - Fuqua School of Business, China Europe International Business School (CEIBS) and Northwestern University - Department of Marketing
Downloads 172 (170,276)
Citation 8

Abstract:

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dynamic structural model, identification, forward-looking consumers, pricing, three-part tariff, discount rate

10.

The Role of Spatial Demand on Outlet Location and Pricing

Number of pages: 52 Posted: 04 May 2006
Jason A. Duan and Carl F. Mela
University of Texas at Austin and Duke University - Fuqua School of Business
Downloads 147 (194,420)
Citation 4

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Outlet Location, Pricing, Spatial Statistics, Structural Models, Competition

11.

An Equilibrium Model of User Generated Content

NET Institute Working Paper No. 11-13
Number of pages: 53 Posted: 26 Dec 2011 Last Revised: 20 Aug 2014
Dae-Yong Ahn, Jason A. Duan and Carl F. Mela
Chung-Ang University, University of Texas at Austin and Duke University - Fuqua School of Business
Downloads 130 (214,649)

Abstract:

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12.

TV Viewing and Advertising Targeting

Number of pages: 70 Posted: 09 Mar 2017 Last Revised: 13 Dec 2017
Yiting Deng and Carl F. Mela
University College London and Duke University - Fuqua School of Business
Downloads 124 (222,469)

Abstract:

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TV Advertising, Targeting, Set-Top Box, Sampling

13.

Choice Models and Customer Relationship Management

Kamakura, Wagner A., Mela, Carl F., Ansari, Asim, Bodapati, Anand V., Fader, Peter, Iyengar, Raghuram, Naik, Prasad A. , Neslin, Scott, Sun, Baohong, Verhoef, Peter C., Wedel, Michel and Wilcox, Ronald T., Choice Models and Customer Relationship Management (2005). Marketing Letters 16:3/4, 279-291
Number of pages: 13 Posted: 12 Feb 2014
Rice University, Duke University - Fuqua School of Business, Columbia Business School - Marketing, University of California, Los Angeles (UCLA) - Anderson School of Management, University of Pennsylvania - Marketing Department, University of Pennsylvania - Marketing Department, University of California, Davis, Dartmouth College - Tuck School of Business, Carnegie Mellon University - David A. Tepper School of Business, University of Groningen - Department of Marketing & Marketing Research, University of Maryland - Robert H. Smith School of Business, Marketing Department and University of Virginia - Darden School of Business
Downloads 119 (229,416)
Citation 2

Abstract:

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customer relationship management, direct marketing

14.

A Key Word History of Marketing Science

Number of pages: 23 Posted: 16 Nov 2012
Carl F. Mela, Jason M.T. Roos and Yiting Deng
Duke University - Fuqua School of Business, Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) and Duke University - Fuqua School of Business
Downloads 94 (270,145)

Abstract:

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history, marketing, data visualization

15.

The Effect of Links and Excerpts on Internet News Consumption

Number of pages: 54 Posted: 25 Oct 2015
Jason M.T. Roos, Carl F. Mela and Ron Shachar
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), Duke University - Fuqua School of Business and Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship
Downloads 80 (298,447)

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Structural models, Learning models, Dynamic programming, Bayesian estimation

16.

The Effect of Standardized Information on Firm Survival and Marketing Strategies

Marketing Science, Vol. 24, pp. 263-274, 2005
Number of pages: 12 Posted: 01 Apr 2007
Christine Moorman, Carl F. Mela and Rex Yuxing Du
Duke University - Fuqua School of Business, Duke University - Fuqua School of Business and Duke University
Downloads 61 (346,033)
Citation 3

Abstract:

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Public Policy, Marketing Strategy, Competitive Strategy , Survival, Information Disclosure

17.

The Competitive Effects of Entry: Evidence from Supercenter Expansion

Number of pages: 41 Posted: 02 Oct 2017
Duke University - Department of Economics, University of Rochester - Simon Business School, Duke University - Fuqua School of Business and University of Rochester - Department of Economics
Downloads 60 (348,829)

Abstract:

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supermarkets, Walmart, price response

18.

Size and Share of Customer Wallet

Journal of Marketing, Vol. 71 (April 2007), 94-113
Number of pages: 22 Posted: 12 Feb 2014
Rex Yuxing Du, Wagner A. Kamakura and Carl F. Mela
University of Houston - C.T. Bauer College of Business, Rice University and Duke University - Fuqua School of Business
Downloads 54 (367,025)
Citation 5

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19.

Dynamic Influences on Individual Choice Behavior

Marketing Letters, 8:3 (1997): 349-360
Number of pages: 12 Posted: 21 Jan 2015
University of Pennsylvania - Marketing Department, University of California, Berkeley - Marketing Group, University of Michigan at Ann Arbor - Marketing, Tel Aviv University - Eitan Berglas School of Economics, University of Pennsylvania - Marketing Department, University of Michigan, Stephen M. Ross School of Business, University of California, Los Angeles (UCLA) - Policy Area, Duke University - Fuqua School of Business, Rice University, Massachusetts Institute of Technology (MIT) - Sloan School of Management and New York University (NYU) - Department of Marketing
Downloads 40 (414,929)
Citation 1

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20.

Hyper-Media Search and Consumption

Number of pages: 51 Posted: 27 Jun 2013
Jason M.T. Roos, Carl F. Mela and Ron Shachar
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), Duke University - Fuqua School of Business and Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship
Downloads 35 (434,890)
Citation 2

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Structural models, Dynamic programming, Learning models, Bayesian estimation

21.

A Bayesian Hierarchical Model for Inferring Player Strategy Types in a Number Guessing Game

The Annals of Applied Statistics, 2015, Vol. 9, No. 3, 1459–1483.
Number of pages: 25 Posted: 08 Feb 2016
P. Richard Hahn, Indranil Goswami and Carl F. Mela
Arizona State University (ASU) - School of Mathematical and Statistical Sciences, Department of Marketing and Duke University - Fuqua School of Business
Downloads 18 (521,054)

Abstract:

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behavioral game theory, hierarchical modeling, partial identification

22.

Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle

Journal of Business Research, Vol. 33, No. 1, 1995
Posted: 21 Jan 2015
CVS/pharmacy, University of Michigan, Stephen M. Ross School of Business, Columbia Business School - Marketing and Duke University - Fuqua School of Business

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