John T. Gourville

Harvard Business School

Associate Professor

Soldiers Field

Boston, MA 02163

United States

SCHOLARLY PAPERS

15

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CITATIONS
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10

Scholarly Papers (15)

1.

The Curse of Innovation: A Theory of Why Innovative New Products Fail in the Marketplace

HBS Marketing Research Paper No. 05-06
Number of pages: 36 Posted: 05 Aug 2005
John T. Gourville
Harvard Business School
Downloads 2,768 (3,812)
Citation 2

Abstract:

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2.

Downsizing Price Increases: A Greater Sensitivity to Price than Quantity in Consumer Markets

HBS Marketing Research Paper No. 04-01
Number of pages: 41 Posted: 30 Jun 2004
John T. Gourville and Jonathan J. Koehler
Downloads 838 (25,896)
Citation 6

Abstract:

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Marketing

3.

The Consumer Psychology of Mail-In Rebates: A Model of Anchoring and Adjustment

HBS Marketing Research Paper No. 06-02
Number of pages: 38 Posted: 17 Jan 2006
Dilip Soman and John T. Gourville
University of Toronto - Department of Marketing and Harvard Business School
Downloads 661 (35,885)
Citation 1

Abstract:

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mail-in rebates, anchoring and adjustment, debiasing

4.

Branding Next-Generation Products

Number of pages: 38 Posted: 18 Oct 2009
Marco Bertini, John T. Gourville and Elie Ofek
ESADE - Ramon Llull University, Harvard Business School and Harvard Business School - Marketing Unit
Downloads 452 (58,424)

Abstract:

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Next-generation product innovation, brand name selection, branding, structural alignment theory, consumer inference

5.

Extremeness Seeking: When and Why Consumers Prefer the Extremes

HBS Marketing Research Paper No. 07-092
Number of pages: 40 Posted: 20 May 2007
John T. Gourville and Dilip Soman
Harvard Business School and University of Toronto - Department of Marketing
Downloads 287 (98,879)
Citation 1

Abstract:

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6.

When the Name is the Game

Business Strategy Review, Vol. 22, Issue 3, pp. 50-55, 2011
Number of pages: 6 Posted: 29 Aug 2011
Marco Bertini, John T. Gourville and Elie Ofek
ESADE - Ramon Llull University, Harvard Business School and Harvard Business School - Marketing Unit
Downloads 8 (557,315)
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7.

Pricing to Create Shared Value

Harvard Business Review, Vol. 90, No. 6, 2012
Posted: 16 Aug 2012
Marco Bertini and John T. Gourville
ESADE - Ramon Llull University and Harvard Business School

Abstract:

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pricing, shared value, London 2012 Olympic Games

8.

Barcelo Hotels and Resorts (A)

Harvard Business School Marketing Unit Case No. 511-108
Posted: 13 Mar 2012
John T. Gourville and Marco Bertini
Harvard Business School and ESADE - Ramon Llull University

Abstract:

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9.

Hybrid Electric Vehicles: A 2011 Update

Harvard Business School Marketing Unit Case No. 511-125
Posted: 27 Jan 2012
John T. Gourville
Harvard Business School

Abstract:

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10.

Time for a Unified Campaign?

Harvard Business Review, Vol. 89, No. 6, 2011
Posted: 18 May 2011
Marco Bertini and John T. Gourville
ESADE - Ramon Llull University and Harvard Business School

Abstract:

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Pricing, price promotion, centralization

11.

The Best Way to Name Your Product 2.0

Harvard Business Review, Vol. 89, No. 5, 2011
Posted: 26 Apr 2011
Marco Bertini, John T. Gourville and Elie Ofek
ESADE - Ramon Llull University, Harvard Business School and Harvard Business School - Marketing Unit

Abstract:

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Branding, product innovation

12.

New York Life and Immediate Annuities

HBS Case No. 510-040, Harvard Business School BGIE Unit
Posted: 03 Apr 2010
Julio J. Rotemberg and John T. Gourville
Harvard University, Business, Government and the International Economy Unit (deceased) and Harvard Business School

Abstract:

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13.

Four Products: Predicting Diffusion (2008)

HBS Case No. 508-103, Harvard Business School Marketing Unit
Posted: 21 Mar 2010
John T. Gourville
Harvard Business School

Abstract:

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14.

The London 2012 Olympic Games

HBS Case No. 510-039, Harvard Business School Marketing Unit
Posted: 30 Sep 2009 Last Revised: 25 Jun 2010
John T. Gourville and Marco Bertini
Harvard Business School and ESADE - Ramon Llull University

Abstract:

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15.

Cabot Pharmaceuticals, Inc.

HBS Case No. 510-030, Harvard Business School Entrepreneurial Management Unit, Harvard Business School Marketing Unit
Posted: 10 Sep 2009
Frank Cespedes and John T. Gourville
affiliation not provided to SSRN and Harvard Business School

Abstract:

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