Brett R. Gordon

Northwestern University - Kellogg School of Management

2211 Campus Drive

Evanston, IL 60208

United States

  • Northwestern University - Kellogg School of Management

SCHOLARLY PAPERS

15

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7,167

SSRN CITATIONS
Rank 6,128

SSRN RANKINGS

Top 6,128

in Total Papers Citations

209

CROSSREF CITATIONS

91

Scholarly Papers (15)

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1.

A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Forthcoming at Marketing Science
Number of pages: 54 Posted: 09 Sep 2017 Last Revised: 07 Oct 2018
Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky
Northwestern University - Kellogg School of Management, Northwestern University - Kellogg School of Management, Facebook and Facebook
Downloads 2,516 (11,114)
Citation 104

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field experiments, causal inference, advertising effects, digital advertising, observational methods

2.

Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis

Journal of Marketing Research, 50(1), pp. 4-23, 2013.
Number of pages: 69 Posted: 27 Aug 2012 Last Revised: 13 Nov 2013
Brett R. Gordon, Avi Goldfarb and Yang Li
Northwestern University - Kellogg School of Management, University of Toronto - Rotman School of Management and Cheung Kong Graduate School of Business
Downloads 940 (49,054)
Citation 13

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Price elasticity, business cycle, consumer packaged goods, cross-category

3.

Does AMD Spur Intel to Innovate More?

Journal of Political Economy, Vol. 119, No. 6, 2011
Number of pages: 54 Posted: 17 Jan 2008 Last Revised: 09 Jun 2014
Ronald L. Goettler and Brett R. Gordon
University of Rochester - Simon School of Business and Northwestern University - Kellogg School of Management
Downloads 664 (77,829)
Citation 61

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competition and innovation, dynamic oligopoly, durable goods, estimation of dynamic games, microprocessors

4.

Digitization and Flexibility: Evidence from the South Korean Movie Market

Number of pages: 61 Posted: 12 Jun 2018 Last Revised: 28 Oct 2020
Joonhyuk Yang, Eric Anderson and Brett R. Gordon
University of Notre Dame - Mendoza College of Business, Northwestern University - Department of Marketing and Northwestern University - Kellogg School of Management
Downloads 538 (101,491)
Citation 4

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Digitization, Flexibility, Intermediation, Product Variety, Concentration, Movies

5.

Advertising Effects in Presidential Elections

Downloads 526 (104,259)

Advertising Effects in Presidential Elections

Stanford Graduate School of Business Research Paper No. 2080, Columbia Business School Research Paper No. 12/33
Number of pages: 41 Posted: 09 Jul 2011 Last Revised: 25 Aug 2012
Brett R. Gordon and Wesley R. Hartmann
Northwestern University - Kellogg School of Management and Stanford Graduate School of Business
Downloads 526 (103,036)
Citation 7

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advertising, politics, instrumental variables, presidential elections

Advertising Effects in Presidential Elections

Marketing Science, Vol. 32, No. 1, 2013; pp. 19-35; DOI: 10.1287/mksc.1120.0745, Columbia Business School Research Paper No. 13-79, Stanford University Graduate School of Business Research Paper No. 13-10
Posted: 13 Nov 2013
Brett R. Gordon and Wesley R. Hartmann
Northwestern University - Kellogg School of Management and Stanford Graduate School of Business

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advertising, politics, instrumental variables, presidential elections

6.

Competition and Product Innovation in Dynamic Oligopoly

Quantitative Marketing and Economics, Forthcoming
Number of pages: 49 Posted: 17 Oct 2011 Last Revised: 31 Oct 2013
Ronald L. Goettler and Brett R. Gordon
University of Rochester - Simon School of Business and Northwestern University - Kellogg School of Management
Downloads 373 (155,968)
Citation 9

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competition and innovation, R&D, innovation, dynamic oligopoly, inverted-U, spillovers, state space bounds

7.

Personalization and Targeting: How to Experiment, Learn & Optimize

Columbia Business School Research Paper No. 4878819
Number of pages: 50 Posted: 29 Jul 2024
Aurelie Lemmens, Jason M.T. Roos, Sebastian Gabel, Eva Ascarza, Hernan Bruno, Brett R. Gordon, Ayelet Israeli, Elea McDonnell Feit, Carl F. Mela and Oded Netzer
Rotterdam School of Management, Erasmus University Rotterdam, Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), Rotterdam School of Management, Erasmus University Rotterdam, Harvard Business School, University of Cologne - Faculty of Management, Economics and Social Sciences, Northwestern University - Kellogg School of Management, Harvard Business School - Marketing Unit, Drexel University - Department of Marketing, Duke University - Fuqua School of Business and Columbia University - Columbia Business School, Marketing
Downloads 344 (170,344)

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Personalization, Targeting, Experiments, Observational Data, Policy Design

8.

Disentangling the Effects of Ad Tone on Voter Turnout and Candidate Choice in Presidential Elections

Number of pages: 52 Posted: 11 Jan 2020 Last Revised: 10 May 2021
Brett R. Gordon, Mitchell J. Lovett, Bowen Luo and James C. Reeder III
Northwestern University - Kellogg School of Management, Simon School of Business – University of Rochester, University of Houston - C.T. Bauer College of Business and University of Kansas - School of Business
Downloads 344 (170,344)

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Advertising effects, advertising tone, negative advertising, political advertising, presidential elections, LASSO

9.

An Empirical Study of National vs. Local Pricing by Chain Stores under Competition

Marketing Science, 37(5), 812-837, 2018
Number of pages: 62 Posted: 15 Feb 2017 Last Revised: 20 Aug 2019
Yang Li, Brett R. Gordon and Oded Netzer
Cheung Kong Graduate School of Business, Northwestern University - Kellogg School of Management and Columbia University - Columbia Business School, Marketing
Downloads 292 (202,725)
Citation 4

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Pricing, Retailing, Competitive Strategy, Geographic Price Targeting, National Pricing Policy, Local Pricing Policy, Hybrid Pricing Policy.

10.

Competitive Strategy for Open Source Software

Number of pages: 42 Posted: 17 Sep 2010 Last Revised: 10 Aug 2014
Vineet Kumar, Brett R. Gordon and Kannan Srinivasan
Harvard Business School, Northwestern University - Kellogg School of Management and Carnegie Mellon University - David A. Tepper School of Business
Downloads 243 (243,713)
Citation 2

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Open Source Software, Product Strategy, Signaling, Game Theory

11.

Advertising Competition in Presidential Elections

Quantitative Marketing and Economics, Vol. 14, No. 1, 2016
Number of pages: 52 Posted: 09 Sep 2013 Last Revised: 16 Sep 2017
Brett R. Gordon and Wesley R. Hartmann
Northwestern University - Kellogg School of Management and Stanford Graduate School of Business
Downloads 138 (402,107)
Citation 16

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Political advertising, presidential election, electoral college, direct vote, resource allocation, voter choice, contests

12.

A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry

Downloads 99 (514,635)

A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry

Marketing Science, Vol. 28, No. 5, pp. 846-867, 2009
Number of pages: 22 Posted: 16 Nov 2011
Brett R. Gordon
Northwestern University - Kellogg School of Management
Downloads 99 (518,948)
Citation 2

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A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry

Marketing Science, Vol. 28, No. 5, pp. 846-867, 2009
Posted: 05 Nov 2008 Last Revised: 17 Jul 2011
Brett R. Gordon
Northwestern University - Kellogg School of Management

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Durable goods, replacement, structural estimation, dynamic programming, innovation, upgrades, PC Processor, CPU, technology products

13.

A New Approach to Estimating the Production Function for Housing

American Economic Review, Vol. 100, No. 3, pp. 905-924, 2010
Number of pages: 36 Posted: 16 Nov 2011 Last Revised: 10 Mar 2017
Dennis Epple, Brett R. Gordon and Holger Sieg
Carnegie Mellon University, Northwestern University - Kellogg School of Management and University of Pennsylvania - Department of Economics
Downloads 90 (547,177)
Citation 15

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14.

Marketing and Politics: Models, Behavior, and Policy Implications

Marketing Letters, Apr 2012, Vol. 48, No. 2: 282-295., Rotman School of Management Working Paper No. 2733252
Number of pages: 20 Posted: 18 Feb 2016
Brett R. Gordon, Mitchell J. Lovett, Ron Shachar, Kevin Arceneaux, Sridhar Moorthy, Michael Peress, Akshay R. Rao, Subrata K. Sen, David Soberman and Oleg Urminsky
Northwestern University - Kellogg School of Management, Simon School of Business – University of Rochester, Reichman University, Temple University - Department of Political Science, University of Toronto - Rotman School of Management, Simon Graduate School of Business, University of Rochester, University of Minnesota - Twin Cities - Carlson School of Management, Yale School of Management, University of Toronto - Rotman School of Management and University of Chicago - Booth School of Business
Downloads 60 (683,002)
Citation 1

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political marketing, elections, campaigns, advertising

15.

Inefficiencies in Digital Advertising Markets

Journal of Marketing, Forthcoming, Columbia Business School Research Paper Forthcoming
Posted: 30 Sep 2019 Last Revised: 05 May 2020
Brett R. Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin and Kenneth C. Wilbur
Northwestern University - Kellogg School of Management, Columbia University - Columbia Business School, Marketing, University of California, Berkeley - Haas School of Business, Stanford Graduate School of Business, Yale School of Management and University of California, San Diego (UCSD) - Rady School of Management

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Advertising, Antitrust, Digitalization, Inefficiencies, Markets