Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

Director of the Institute for Outlier Research in Business; Neely Chaired Professor of American Enterprise; Director of the Center for Global Innovation

Hoffman Hall 701

Los Angeles, CA 90089-0443

United States

http://gtellis.net

SCHOLARLY PAPERS

73

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258

CROSSREF CITATIONS

431

Scholarly Papers (73)

1.

How Long Should Social Distancing Last? Predicting Time to Moderation, Control, and Containment of COVID-19

USC Marshall School of Business Research Paper
Number of pages: 7 Posted: 30 Mar 2020 Last Revised: 22 Apr 2020
Gerard J. Tellis, Ashish Sood and Nitish Sood
University of Southern California - Marshall School of Business, Department of Marketing, University of California Riverside and Augusta University
Downloads 4,298 (2,176)
Citation 4

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Coronavirus, COVID-19, restrictions, lockdown, metrics, prediction, model, social distancing

2.

First to Market, First to Fail? Real Causes of Enduring Market Leadership

MIT Sloan Management Review, Vol. 37, No. 2, pp. 65-75, Winter 1996
Number of pages: 11 Posted: 02 Jun 2006
Gerard J. Tellis and Peter N. Golder
University of Southern California - Marshall School of Business, Department of Marketing and Dartmouth College - Tuck School of Business
Downloads 3,690 (2,826)
Citation 19

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first to market, market leadership, innovation

3.

Drivers of Success for Market Entry into China and India

Journal of Marketing, Forthcoming, Marshall School of Business Working Paper No. MKT 10-07
Number of pages: 40 Posted: 26 Sep 2007 Last Revised: 17 Dec 2007
Joseph Johnson and Gerard J. Tellis
University of Miami - Department of Marketing and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 2,103 (7,294)
Citation 1

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4.

Research on Innovation: A Review and Agenda for Marketing Science

Marketing Science, Forthcoming
Number of pages: 64 Posted: 11 Jun 2006
John R. Hauser, Gerard J. Tellis and Abbie Griffin
MIT Sloan School of Management, University of Southern California - Marshall School of Business, Department of Marketing and University of Illinois at Urbana-Champaign - Department of Business Administration
Downloads 2,094 (7,344)
Citation 6

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Innovation, new products, consumer innovativeness, diffusion models, network externalities, strategic entry, defensive strategy, ideation, rewards to entrants, metrics

5.

Strategic Bundling of Products and Prices: A New Synthesis for Marketing

Journal of Marketing, Vol. 66, p. 72, January 2002
Number of pages: 18 Posted: 31 May 2006
Gerard J. Tellis and S. Stremersch
University of Southern California - Marshall School of Business, Department of Marketing and Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE)
Downloads 1,754 (9,905)
Citation 11

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Bundling, Marketing, Strategy

6.

Does TV Advertising Really Affect Sales? The Role of Measures, Models and Data Aggregation

Journal of Advertising Research, Vol.24, No. 3, pp. 1-12, Fall 1995
Number of pages: 12 Posted: 07 Jun 2006
Doyle Weiss and Gerard J. Tellis
University of Iowa and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 1,385 (14,394)
Citation 3

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TV Advertising, Sales Impact, Data Aggregation

7.

Effective Frequency: One Exposure or Three Factors?

Journal of Advertising Research, pp. 75-80, July-August 1997
Number of pages: 6 Posted: 02 Jun 2006
Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing
Downloads 1,364 (14,737)
Citation 1

Abstract:

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advertising, frequency, effectiveness

8.

Technological Evolution and Radical Innovation

Journal of Marketing, Vol. 69, pp. 152-168, July 2005
Number of pages: 18 Posted: 23 May 2006
Ashish Sood and Gerard J. Tellis
University of California Riverside and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 1,100 (20,378)
Citation 3

Abstract:

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Technological Evolution, Innovation

9.

Do Innovations Really Payoff? Total Stock Market Returns to Innovation

Marketing Science, Vol. 28, No..3, p. 442, May/Jun 2009, Marshall School of Business Working Paper No. MKT 11-09
Number of pages: 49 Posted: 17 Apr 2008 Last Revised: 24 Oct 2014
Ashish Sood and Gerard J. Tellis
University of California Riverside and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 837 (30,275)
Citation 25

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Innovation, Market Returns, Event Study, Fama-French model, High-Tech Marketing

10.

What Drives Innovation in Firms Across Nations? A Culture of Innovation

Journal of Marketing, Forthcoming, Marshall School of Business Working Paper No. MKT 03-07
Number of pages: 51 Posted: 07 Feb 2007 Last Revised: 24 Jan 2010
Gerard J. Tellis, Jaideep Prabhu and Rajesh K. Chandy
University of Southern California - Marshall School of Business, Department of Marketing, University of Cambridge - Judge Business School and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 776 (33,608)

Abstract:

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innovation

11.

Important Research Questions in Innovation and Technology

Marshall School of Business Working Paper No. MKT 12-09
Number of pages: 13 Posted: 17 Apr 2008 Last Revised: 31 Jul 2012
Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing
Downloads 763 (34,368)

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Technology, innovation, diffusion, new product growth, network effects, payoff, wealth of nations

Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance

ERIM Report Series Reference No. ERS-2011-021-MKT
Number of pages: 71 Posted: 01 Jun 2011
Seshadri Tirunillai and Gerard J. Tellis
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 689 (38,963)
Citation 11

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User-Generated Content, stock returns, online word-of-mouth, Vector Auto-Regression (VAR), computational text processing

Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance

Marketing Science, Vol. 31, No. 2, 2012; pp. 198-215; DOI: 10.1287/mksc.1110.0682
Posted: 24 Oct 2012
Seshadri Tirunillai and Gerard J. Tellis
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business, Department of Marketing

Abstract:

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user-generated content (UGC), stock returns, online word of mouth, vector autoregression (VAR), computational text processing

13.

The Incumbent's Curse? Incumbency, Size and Radical Product Innovation

Journal of Marketing, Vol. 64, pp. 1-17, July 2000
Number of pages: 17 Posted: 01 Jun 2006
Gerard J. Tellis and Rajesh K. Chandy
University of Southern California - Marshall School of Business, Department of Marketing and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 672 (40,861)
Citation 20

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Radical innovation, incumbency, market leadership

14.

A Critical Review of Marketing Research on Diffusion of New Products

Review of Marketing Research, pp. 39-80, 2007 , Marshall School of Business Working Paper No. MKT 01-08
Number of pages: 79 Posted: 11 Mar 2007 Last Revised: 19 Apr 2013
Deepa Chandrasekaran and Gerard J. Tellis
University of Texas at Austin and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 593 (48,352)
Citation 1

Abstract:

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diffusion, product life cycle

15.

Generalizations About Advertising Effectiveness in Markets

Number of pages: 10 Posted: 18 Jan 2010 Last Revised: 27 Jan 2010
Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing
Downloads 577 (50,123)
Citation 1

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Advertising, Effectivness, Elasticity, Generalizations

16.

Disruptive Technology or Visionary Leadership?

Journal of Product Innovation Management, Vol. 23, No. 1, pp. 34-38, January 2006
Number of pages: 5 Posted: 07 Jun 2006
Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing
Downloads 549 (53,151)
Citation 3

Abstract:

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Disruptive Technology, Innovation, Strategy

17.

Modeling the Microeffects of Television Advertising: Which Ad Works, When, Where, for How Long, and Why?

Marketing Science, Vol. 24, No. 3, 2005
Number of pages: 8 Posted: 25 May 2006
University of Southern California - Marshall School of Business, Department of Marketing, University of Minnesota - Twin Cities - Carlson School of Management, University of Southern California - Marketing Department and affiliation not provided to SSRN
Downloads 530 (55,633)

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advertising response, wear-in, wear-out, carry-over effect, long-term effect, ad creative, ad cues

18.

Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising

Journal of Marketing Research, Vol. 37, No. 1, pg. 32, February 2000
Number of pages: 15 Posted: 05 Jun 2006
Gerard J. Tellis, Rajesh K. Chandy and Pattana Thaivanich
University of Southern California - Marshall School of Business, Department of Marketing, University of Minnesota - Twin Cities - Carlson School of Management and affiliation not provided to SSRN
Downloads 511 (58,249)
Citation 2

Abstract:

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Advertising, Television Ads, Effectiveness

19.

Can Culture Affect Prices? A Cross-Cultural Study of Shopping and Retail Prices

Journal of Retailing, Vol. 77, 2001
Number of pages: 26 Posted: 25 May 2006
Gerard J. Tellis and David S. Ackerman
University of Southern California - Marshall School of Business, Department of Marketing and California State University, Northridge - Department of Marketing
Downloads 511 (58,249)
Citation 1

Abstract:

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Pricing, Cross Cultural, Retailing

20.

Pioneer Advantage: Marketing Logic or Marketing Legend?

Journal of Marketing Research, Vol. 30, No. 2, p. 158, May 1993
Number of pages: 13 Posted: 02 Jun 2006
Gerard J. Tellis and Peter N. Golder
University of Southern California - Marshall School of Business, Department of Marketing and Dartmouth College - Tuck School of Business
Downloads 495 (60,603)
Citation 51

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pioneer advantage, market leadership, market share

21.

The S-Curve of Technological Evolution: Marketing Law or Self-Fulfilling Prophecy?

Marshall School of Business Working Paper No. MKT 04-07
Number of pages: 45 Posted: 23 Apr 2007
Ashish Sood and Gerard J. Tellis
University of California Riverside and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 472 (64,327)
Citation 2

Abstract:

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innovation

22.

Global Takeoff of New Products: Culture, Wealth or Vanishing Differences?

Marketing Science, Forthcoming
Number of pages: 52 Posted: 27 Sep 2007
Deepa Chandrasekaran and Gerard J. Tellis
University of Texas at Austin and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 470 (64,660)
Citation 1

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Diffusion of Innovations, Global Marketing, Consumer Innovativeness, Marketing Metrics, New Products, Hazard Model, Product Life Cycles

23.

Beyond Diffusion: An Affordability Model of the Growth of New Consumer Durables

Journal of Forecasting, Vol. 17, pp. 259-280, 1998
Number of pages: 22 Posted: 02 Jun 2006
Peter N. Golder and Gerard J. Tellis
Dartmouth College - Tuck School of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 456 (67,057)

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diffusion of innovations, new products, forecasting

24.

Baring the Sharing Economy: Concepts, Classification, Findings, and Future Directions

Number of pages: 48 Posted: 07 Dec 2017 Last Revised: 17 Jan 2018
Davide Proserpio and Gerard J. Tellis
Marshall School of Business, University of Southern California and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 441 (69,854)
Citation 2

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sharing economy, gig economy, peer-to-peer markets, collaborative consumption

25.
Downloads 227 ( 69,854)
Citation 19

Indirect Network Effects in New Product Growth

Marshall School of Business Working Paper No. MKT 01-07
Number of pages: 52 Posted: 01 Feb 2007
S. Stremersch, Gerard J. Tellis and Philip Hans Franses
Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE), University of Southern California - Marshall School of Business, Department of Marketing and Erasmus University Rotterdam (EUR) - Department of Econometrics
Downloads 227 (144,100)
Citation 2

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Indirect Network Effects, New Product Growth, Takeoff, Chicken-and-Egg

26.

Growing, Growing, Gone: Cascades, Diffusion, and Turning Points in the Product Life Cycle

Marketing Science, Vol. 23, No. 2, pp. 207-218, Spring 2004
Number of pages: 12 Posted: 31 May 2006
Peter N. Golder and Gerard J. Tellis
Dartmouth College - Tuck School of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 425 (73,026)
Citation 19

Abstract:

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product life cycles, sales takeoff, cascades, new pruduct growth, innovation product management, diffusion, high-tech marketing

27.

The Value of Quality: Stock Market Returns to Reviewed Quality of New Products

Marshall School of Business Working Paper No. MKT 02-07
Number of pages: 41 Posted: 07 Feb 2007
Gerard J. Tellis and Joseph Johnson
University of Southern California - Marshall School of Business, Department of Marketing and University of Miami - Department of Marketing
Downloads 374 (84,803)
Citation 3

Abstract:

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Stock returns, Quality, Published reviews, New product

28.

Skimming or Penetration? Strategic Dynamic Pricing for New Products

Number of pages: 39 Posted: 04 Oct 2014
Martin Spann, Marc Fischer and Gerard J. Tellis
Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management), University of Cologne and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 358 (89,170)
Citation 4

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Price penetration, price skimming, dynamic pricing strategy, product life cycle, consumer durables, brand competition

29.

Demystifying Disruption: A New Model for Understanding and Predicting Disruptive Technologies

Marketing Science Working Paper Series 2010: Report No. 10-102, Emory Law and Economics Research Paper No. 10-69, Emory Public Law Research Paper No. 10-109, Marshall School of Business Working Paper No. MKT 17-10
Number of pages: 53 Posted: 25 Jun 2010
Ashish Sood and Gerard J. Tellis
University of California Riverside and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 352 (90,954)
Citation 4

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technology disruption, firm disruption, demand disruption, correlated hazards, prediction of disruption

30.

Extracting Dimensions of Consumer Satisfaction with Quality from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation

Number of pages: 61 Posted: 15 Mar 2014 Last Revised: 20 Mar 2014
Seshadri Tirunillai and Gerard J. Tellis
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 334 (96,442)
Citation 7

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Consumer Satisfaction, Quality, Dimensions, Brand Mapping, Big Data, Latent Dirichlet Allocation, Online Chatter, User Generated Content

31.

Functional Regression: A New Model and Approach for Predicting Market Penetration of New Products

Marketing Science, Vol. 28, No. 1; p. 36, Jan/Feb 2009
Number of pages: 41 Posted: 18 Apr 2008 Last Revised: 31 Jul 2012
Ashish Sood, Gareth James and Gerard J. Tellis
University of California Riverside, University of Southern California - Marshall school of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 319 (101,506)
Citation 2

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Global Market Penetration, Diffusion, Bass Model, Functional Data Analysis, Functional Principal Components, Generalized Additive Models, Functional Clustering, Spline Regression, New Products

32.

Contextual and Temporal Components of Reference Price

Journal of Marketing, Vol. 58, pp. 22-34, January 1994
Number of pages: 13 Posted: 13 Jun 2006
K N (Raj) Rajendran and Gerard J. Tellis
University of Northern Iowa and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 318 (101,873)
Citation 27

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Pricing, Contextaul Price, Temporal Price, Consumer Response

33.

Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions

Journal of Marketing, Vol. 70, No. 1, pp. 65-78, January 2006
Number of pages: 14 Posted: 23 May 2006
Martin Spann and Gerard J. Tellis
Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management) and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 306 (106,250)
Citation 2

Abstract:

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Internet Auctions, Pricing

34.

Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities

Number of pages: 55 Posted: 31 Jan 2009
Gerard J. Tellis, Eden Yin and Simon J. Bell
University of Southern California - Marshall School of Business, Department of Marketing, University of Cambridge - Judge Business School and University of Cambridge
Downloads 304 (107,006)
Citation 2

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Global innovation, consumer innovativeness, cross-cultural differences, new product adoption, cross-category differences

35.

Understanding and Managing International Growth of New Products

International Journal of Research in Marketing, Vol. 21, No. 4 , December 2004
Number of pages: 18 Posted: 25 May 2006
Gerard J. Tellis and S. Stremersch
University of Southern California - Marshall School of Business, Department of Marketing and Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE)
Downloads 289 (112,945)
Citation 1

Abstract:

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New product growth, International marketing, International diffusion

36.

Does Culture Matter? Assessing Response Biases in Cross-National Survey Research

International Journal of Research in Marketing, Forthcoming, Marshall School of Business Working Paper No. MKT 19-10
Number of pages: 47 Posted: 18 Aug 2010 Last Revised: 23 Nov 2010
Gerard J. Tellis and Deepa Chandrasekaran
University of Southern California - Marshall School of Business, Department of Marketing and University of Texas at Austin
Downloads 287 (113,797)

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Response styles, Biases, Socially desirable responding, Cross-national research, International marketing, Consumer innovativeness, Survey research

37.

Predicting the Path of Technological Innovation: SAW Versus Moore, Bass, Gompertz, and Kryder

Marketing Science, Forthcoming
Number of pages: 54 Posted: 22 Jul 2012
Ashish Sood, Gareth James, Gerard J. Tellis and Ji Zhu
University of California Riverside, University of Southern California - Marshall school of Business, University of Southern California - Marshall School of Business, Department of Marketing and University of Michigan at Ann Arbor
Downloads 286 (114,218)
Citation 1

Abstract:

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technology evolution, innovation, SAW model, Moore’s Law, Kryder’s Law, Bass Model, technological prediction

38.

Tata Nano: Poor Man's Car or Radical Innovation?

Number of pages: 3 Posted: 19 Jan 2010
Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing
Downloads 285 (114,643)

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Tata Nano, radical innovation, innovation for masses

39.

Why Did US Governors Delay Lockdowns Against COVID-19? Disease Science vs Learning, Cascades, and Political Polarization

Number of pages: 17 Posted: 14 Apr 2020 Last Revised: 04 May 2020
Gerard J. Tellis, Nitish Sood and Ashish Sood
University of Southern California - Marshall School of Business, Department of Marketing, Augusta University and University of California Riverside
Downloads 280 (116,786)
Citation 2

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Lockdown, COVID-19, Coronavirus, Democrat, Republican, US Governors, Social Distancing, Hazard model, Healthcare policy, Theory of Infectious Disease, Lockdown, COVID-19, coronavirus, Democrat, Republican, US Governors, Social Distancing, Hazard model, Healthcare policy, Theory of Infectious Disease

40.

What to Say When: Advertising Appeals in Evolving Markets

Journal of Marketing Research, Vol. 38, pp. 399-414, November 2001
Number of pages: 16 Posted: 31 May 2006
University of Southern California - Marketing Department, University of Minnesota - Twin Cities - Carlson School of Management, affiliation not provided to SSRN and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 275 (119,058)
Citation 3

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Advertising messages, evolving markets, consumer behavior

41.

Tackling the Retailer Decision Maze: Which Brands to Discount, How Much, When and Why?

Marketing Science, Vol. 14, No. 3, Part 1 of 2, pp. 271-299, 1995
Number of pages: 30 Posted: 13 Jun 2006
Gerard J. Tellis and Fred S. Zufryden
University of Southern California - Marshall School of Business, Department of Marketing and University of Southern California - Marketing Department
Downloads 268 (122,318)
Citation 1

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Promotions, Retailing, Consumer Response, Discount Timing, Mathematical Modeling

42.

Halo Effects in Social Media: Do Product Recalls Hurt or Help Rival Brands

Number of pages: 111 Posted: 22 Apr 2015 Last Revised: 08 Jan 2019
Abhishek Borah and Gerard J. Tellis
INSEAD and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 262 (125,238)
Citation 4

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Halo; Perverse Halo; Online Chatter; Product Recalls; Vector Autoregressive Models; Upward Halo; Downward Halo; Panel Vector AutoRegressive Models; Dynamic Responses

43.

Does Quality Win? Network Effects versus Quality in High-Tech Markets

Journal of Marketing Research, Forthcoming
Number of pages: 56 Posted: 17 Apr 2008 Last Revised: 01 Sep 2008
Gerard J. Tellis, Eden Yin and Rakesh Niraj
University of Southern California - Marshall School of Business, Department of Marketing, University of Cambridge - Judge Business School and Case Western Reserve University
Downloads 261 (125,767)
Citation 3

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Network Effects, Tipping, Path Dependence, Quality, High-Tech Products

44.

Make, Buy, or Ally? Choice of and Payoff to Alternate Strategies for Innovations

Number of pages: 57 Posted: 06 Sep 2013
Abhishek Borah and Gerard J. Tellis
INSEAD and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 248 (132,537)

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Innovation, Announcements, Make, Buy, Ally, Payoff, Abnormal Returns, Content Analysis, Event Study

45.

The International Takeoff of New Products: The Role of Economics, Culture, and Country Innovativeness

Marketing Science, Vol. 22, No. 2, Spring 2003
Number of pages: 21 Posted: 25 May 2006
Gerard J. Tellis, S. Stremersch and Eden Yin
University of Southern California - Marshall School of Business, Department of Marketing, Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) and University of Cambridge - Judge Business School
Downloads 239 (137,458)
Citation 3

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International New Product Growth, New Product Takeoff, New Product Growth, International Diffusion, Diffusion of Innovations

46.

Predicting Sales Takeoff for Whirlpool's New Personal Valet

Marketing Science, Vol. 23, No. 2, pp. 180-191, 2004
Number of pages: 4 Posted: 31 May 2006
Gerard J. Tellis, Peter N. Golder and Joseph A. Foster
University of Southern California - Marshall School of Business, Department of Marketing, Dartmouth College - Tuck School of Business and affiliation not provided to SSRN
Downloads 225 (145,780)
Citation 4

Abstract:

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sales takeoff, new product growth, product management, sales forecasting, market response models, innovation

47.

The Optimal Data Interval for Econometric Models of Advertising Carryover

Marketing Science, Forthcoming
Number of pages: 37 Posted: 25 May 2006
Gerard J. Tellis and Philip Hans Franses
University of Southern California - Marshall School of Business, Department of Marketing and Erasmus University Rotterdam (EUR) - Department of Econometrics
Downloads 195 (166,774)

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Advertising carryover, Data Interval, Econometric Models

48.

Blowing Bubbles: Heuristics and Biases in the Run-Up of Stock Prices

Journal of the Academy of Marketing Science, Vol. 33, No. 4, pp. 486-503, 2005
Number of pages: 18 Posted: 23 May 2006
Joseph Johnson and Gerard J. Tellis
University of Miami - Department of Marketing and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 161 (197,452)
Citation 1

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heuristics and biases, financial products, behavioral decision theory, judgment and decision making

49.

Do Consumers Ever Learn? Analysis of Segment Behavior in Experimental Markets

Journal of Behavioral Decision Making, Vol. 13, 2000
Number of pages: 16 Posted: 01 Jun 2006
Gerard J. Tellis and Jaideep Prabhu
University of Southern California - Marshall School of Business, Department of Marketing and University of Cambridge - Judge Business School
Downloads 157 (201,690)

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rationaIity, Iearning, market efficiency

50.

Challenges of Technological Evolution in Contemporary Markets

Marshall School of Business Working Paper No. MKT 7-11
Number of pages: 16 Posted: 29 Jan 2011 Last Revised: 04 Oct 2013
Gerard J. Tellis and Ashish Sood
University of Southern California - Marshall School of Business, Department of Marketing and University of California Riverside
Downloads 156 (202,737)

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Technology Evolution, Technology Selection

51.

Price of Delay in COVID-19 Lockdowns: Delays Spike Total Cases, Natural Experiments Reveal

Number of pages: 24 Posted: 05 May 2020 Last Revised: 28 May 2020
Gerard J. Tellis, Nitish Sood and Ashish Sood
University of Southern California - Marshall School of Business, Department of Marketing, Augusta University and University of California Riverside
Downloads 155 (203,848)

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Natural Experiments, COVID-19, Disease Spread, Penetration, Lockdown, COVID-19, US Governors, Social Distancing, Healthcare Policy, Infectious Diseases

52.

Pricing in the International Takeoff of New Products

Marshall School of Business Working Paper No. MKT 1-13
Number of pages: 54 Posted: 10 Nov 2012
University of Texas at Austin, VU University Amsterdam - Department of Information Systems, Marketing and Logistics, University of Southern California - Marshall School of Business, Department of Marketing and VU University Amsterdam
Downloads 150 (209,443)
Citation 2

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International Takeoff, Diffusion of Innovations, New Products, New Product Pricing, Level of Data Aggregation

53.

Why and How Quality Wins over Network Effects and What it Means

Journal of Marketing Research, Forthcoming, Marshall School of Business Working Paper No. MKT 23-09
Number of pages: 7 Posted: 29 Aug 2008 Last Revised: 03 Sep 2014
Gerard J. Tellis, Rakesh Niraj and Eden Yin
University of Southern California - Marshall School of Business, Department of Marketing, Case Western Reserve University and University of Cambridge - Judge Business School
Downloads 140 (221,529)

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Network effects, Quality, Path dependance, Tipping

54.

To Whom, When, and How Much to Discount? A Constrained Optimization of Customized Temporal Discounts

Number of pages: 39 Posted: 29 Sep 2013
Joseph Johnson, Gerard J. Tellis and Eddie Ip
University of Miami - Department of Marketing, University of Southern California - Marshall School of Business, Department of Marketing and Wake Forest University School of Medicine
Downloads 134 (230,721)
Citation 2

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Optimized Discounts, Temporal Discounts, Constrained Budgets

55.

New and Enduring Empirical Generalizations on Advertising Elasticity: A Meta-Analysis of 872 Estimates

Marshall School of Business Working Paper No. MKT 3-11
Number of pages: 48 Posted: 20 Jun 2011 Last Revised: 06 Nov 2014
Raj Sethuraman, Gerard J. Tellis and Richard Briesch
Southern Methodist University (SMU) - Marketing Department, University of Southern California - Marshall School of Business, Department of Marketing and Southern Methodist University (SMU) - Marketing Department
Downloads 130 (234,819)

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Advertising, Meta-Analysis, Empirical Generalization, Promotion, Marketing Mix

56.

Losers, Winners and Biased Trades

Journal of Consumer Research, Vol. 32, No. 2, 2005
Number of pages: 6 Posted: 01 Jun 2006
Gerard J. Tellis, Deborah J. MacInnis and Joseph Johnson
University of Southern California - Marshall School of Business, Department of Marketing, University of Southern California - Marketing Department and University of Miami - Department of Marketing
Downloads 121 (247,889)
Citation 7

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consumer behavior, markets, informational biases

57.

Does Offline TV Advertising Affect Online Chatter? Quasi-Experimental Analysis Using Synthetic Control

Number of pages: 40 Posted: 21 Dec 2016
Seshadri Tirunillai and Gerard J. Tellis
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 115 (257,264)
Citation 3

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User-Generated Content, Online Chatter, Synthetic Control, TV Advertising, Difference-In-Difference, Quasi-Experiments, Matching, Virality, Offline Advertising

58.

Decoding Market Disruption: New Schema, Model, and Findings

Emory Law and Economics Research Paper No. 10-68, Emory Public Law Research Paper No. 10-108, Marshall School of Business Working Paper No. 18-10
Number of pages: 50 Posted: 14 Jun 2010
Ashish Sood and Gerard J. Tellis
University of California Riverside and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 110 (265,414)

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Technology Disruption, Firm Disruption, Demand Disruption, Correlated Hazards, Prediction of Disruption

59.

Stock Market Returns to Financial Innovations Before and During the Financial Crisis in US and Europe

Forthcoming in Journal of Product Innovation Management
Number of pages: 44 Posted: 26 Oct 2013
Lisa Schöler, Bernd Skiera and Gerard J. Tellis
Goethe University Frankfurt - Faculty of Economics and Business Administration, Goethe University Frankfurt and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 86 (312,008)

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financial innovations, risk, returns, innovation radicalness, stock market, financial crisis, innovation complexity

60.

Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?

Journal of Advertising Research, Vol. 45, No. 2, June 2005
Number of pages: 9 Posted: 25 May 2006
Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing
Downloads 85 (314,364)

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Advertising, Free Markets

Silicon Envy: How Global Innovation Clusters Hurt or Stimulate Each Other Across Developed and Emerging Markets

Number of pages: 44 Posted: 22 Feb 2018
Nukhet Harmancioglu and Gerard J. Tellis
Koc University and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 83 (321,860)

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Innovation, Clusters, Inter-Cluster Effects, Silicon Valley, Emerging Markets, Competition collaboration, coopetition, patents, startups

Silicon Envy: How Global Innovation Clusters Hurt or Stimulate Each Other Across Developed and Emerging Markets

Journal of International Business Studies, Vol. 49, Issue 7, 2018
Number of pages: 17 Posted: 27 Aug 2018
Nukhet Harmancioglu and Gerard J. Tellis
Koc University and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 1 (726,691)
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Innovation, Clusters, Emerging markets, Coopetition theory, Longitudinal (time-series) data analysis, Secondary data analysis, Vector autoregressive modeling, Network theory, Theory of FDI and the MNE (ownership–location–internalization)

62.

Big Data Analysis of Volatility Spillovers of Brands across Social Media and Stock Market Performance

ERIM Report Series
Number of pages: 54 Posted: 02 Oct 2016 Last Revised: 09 Jan 2019
Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE), INSEAD, University of Southern California - Marshall School of Business, Department of Marketing and Erasmus University Rotterdam (EUR) - Department of Econometrics
Downloads 84 (316,653)

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user-generated content, stock market performance, volatility, multivariate GARCH model, spillover effects, natural language processing.

63.

Network Effects: Do They Warm or Chill A Budding Product?

Number of pages: 5 Posted: 18 Jan 2010
Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing
Downloads 83 (318,983)
Citation 2

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network effects, takeoff, diffusion, new product

64.

Getting a Grip on the Saddle: Chasms or Cycles

Number of pages: 56 Posted: 22 Jun 2012
Gerard J. Tellis and Deepa Chandrasekaran
University of Southern California - Marshall School of Business, Department of Marketing and University of Texas at Austin
Downloads 75 (338,539)
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New product diffusion, International marketing, Chasm, Business cycles, Hazard models

65.

The Dive & Disruption of Successful Current Products: Measures, Global Patterns, and Predictive Model

Number of pages: 40 Posted: 07 Nov 2014
Javier Palacios Fenech and Gerard J. Tellis
affiliation not provided to SSRN and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 46 (429,112)
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Dive, Disruption, New Product Diffusion, Takeoff, Adoption, Discontinuance, Disadoption, Market Penetration, Hidden Discontinuance Period, Discrete Time Hazard Model

66.

What Drives Virality (Sharing, Spread) of YouTube Video Ads: Emotion vs Brand Prominence and Information

Marketing Science Working Paper Series
Number of pages: 55 Posted: 23 Apr 2020 Last Revised: 28 Apr 2020
University of Southern California - Marshall School of Business, Department of Marketing, University of Southern California - Marketing Department, University of Houston - C.T. Bauer College of Business and Uber Technologies Inc.
Downloads 40 (453,076)

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Virality, shares, information spread, brand prominence, ad content, ad cues, optimum video length, video ads, YouTube videos, emotion, argument

67.

Interesting and Impactful Research: On Phenomena, Theory, and Writing

Number of pages: 10 Posted: 08 Sep 2016
Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing
Downloads 40 (453,076)

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68.

Spinoffs versus Buyouts: Profitability of Alternate Routes to Commercializing Innovations

Number of pages: 54 Posted: 29 Sep 2013
Gaia Rubera and Gerard J. Tellis
Bocconi University and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 31 (493,617)

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69.

Is China Uniform? Intra-Country Differences in the Takeoff of New Products

Number of pages: 52 Posted: 21 Aug 2015
Ying Li and Gerard J. Tellis
School of Business, East China University of Science and Technology and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 22 (544,416)

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China, Intra-Country Diffusion, New Products, Takeoff, Growth

70.

Make, Buy, or Ally? Choice of and Payoff from Announcements of Alternate Strategies for Innovations

Marketing Science, Vol. 33, No. 1, 2014; pp. 114-133; DOI: 10.1287/mksc.2013.0818
Posted: 28 Feb 2014
Abhishek Borah and Gerard J. Tellis
INSEAD and University of Southern California - Marshall School of Business, Department of Marketing

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innovation, announcements, make, buy, ally, content analysis, event study, stock market returns

71.

A Critical Review and Synthesis of Research on Advertising in a Recession

Posted: 06 May 2009
Gerard J. Tellis and Kethan Tellis
University of Southern California - Marshall School of Business, Department of Marketing and affiliation not provided to SSRN

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Advertsing, recession, branding, private label, advertsing elasticity

72.

The Value of Quality: Stock Market Returns to Published Quality Reviews

Marketing Science, Vol. 26, No. 6, pp. 758-773, November-December 2007
Posted: 18 Apr 2008 Last Revised: 29 Apr 2008
Gerard J. Tellis and Joseph Johnson
University of Southern California - Marshall School of Business, Department of Marketing and University of Miami - Department of Marketing

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Stock market returns, Abnormal Returns, Quality, Published reviews, New products

73.

Optimal Data Interval for Estimating Advertising Response

Marketing Science, Vol. 25, No. 3, May-June 2007
Posted: 15 Feb 2007
Gerard J. Tellis and Philip Hans Franses
University of Southern California - Marshall School of Business, Department of Marketing and Erasmus University Rotterdam (EUR) - Department of Econometrics

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