University of Southern California


Research | Publications

Recent Academic Publications From Center Scholars:

Spann, Martin, Marc Fischer and Gerard J. Tellis (2014), “Skimming or Penetration: Strategic Dynamic Pricing for New Products,” Marketing Science, forthcoming.

Tirunillai, Seshadri and Gerard J. Tellis (2014), “Mining Meaning from Online Chatter: Strategic Brand Analysis of Big Data using Latent Dirichlet Allocation,” Journal of Marketing Research,51, 4 (August).

Palacios, Javier and Gerard J. Tellis (2014), “The Dive and Disruption of Successful Products: Patterns, Drivers, and Predictive Model,” forthcoming, Product Innovation and Management Journal.

Borah, Abhishek and Gerard J. Tellis (2013), “Make, Buy, or Ally? Choice of and Payoff to Announcements of Alternate Strategies for Innovation,” Marketing Science, forthcoming.

Rubera, Gaia and Gerard J. Tellis (2013), “Spinoffs versus Buyouts: Long-term Profit of Alternate Routes to Commercializing Innovations,” Strategic Management Journal, forthcoming.

Schöler, Lisa, Bernd Skiera and Gerard J. Tellis (2013), “Stock Market Returns to Financial Innovations During and Before the Financial Crisis in US and Europe,” Journal of Product Innovation Management, forthcoming.

Johnson, Joseph, Gerard J. Tellis and Eddie Ip (2013), “To Whom, When, and How Much to Discount? A Constrained Optimization of Customized Temporal Discounts” Journal of Retailing, 89, 4 (Dec), 361-373. (Lead article).

Chandrasekaran, Deepa, Joep Arts, Gerard J. Tellis and Ruud T. Frambach (2013), “Pricing in the International Takeoff of New Products,” International Journal of Research in Marketing, 30, 249-264.

Sood, Ashish, Gareth James, Gerard J. Tellis and Ji Zhu (2012), “Predicting the Path of Technological Evolution: Testing SAW versus Moore, Bass, Gompertz and Kryder,” Marketing Science, November-December, 31, 6, November-December, 964-979.

Seshadri Tirunillai and Gerard J. Tellis (2011), “Does Chatter Really Matter? Impact of User Generated Content on Stock Market Performance,” forthcoming, Marketing Science,

Deepa Chandrasekaran and Gerard J. Tellis (2011), “Getting a Grip on the Saddle: Cycles or Chasms,” Journal of Marketing, 75, 4(July), 21-34

Scott Koslow and Gerard J. Tellis (2011), “What Scanner Panel Data Tellis Us About Advertising,” Journal of Advertising Research, 51(1), 87-100

Raj Sethuraman, Gerard J. Tellis, and Richard Briesch (2011), “How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity,” Journal of Marketing Research, 48(3), 457–471

Gerard J. Tellis and Deepa Chandrasekaran (2010), “Does Culture Matter? Assessing Biases in Cross-National Survey Research,” International Journal of Research in Marketing, 27(4), 329-341

Sood, Ashish and Gerard J. Tellis (2011), "Demystifying Disruptions: A New Model for Understanding and Predicting Disruptive Technologies," Marketing Science, 30, 2 (march-April), 339-354.

Tellis, Gerard (2010), "Do Network Effects Warm or Chill a Budding Market?" forthcoming, International Journal of Research in Marketing.

Sood, Ashish and Gerard J. Tellis (2009), “Do Innovations Really Pay Off? Total Stock Market Returns to Innovation,” forthcoming, Marketing Science. Tellis, Gerard J and Kethan

Tellis (2009), “A Critical Review and Integration of Research on Advertising in a Recession.” Forthcoming, Journal of Advertising Research.

Tellis, Gerard J., Yiding Yin, and Rakesh Niraj (2009), “Reply to Comments: Why and How Quality Wins Over Network Effects and What It Means,” forthcoming, Journal of Marketing Research.

Tellis, Gerard J., Yiding Yin, and Rakesh Niraj (2009), “Does Quality Win: Network Effects versus Quality in High Tech Markets,” forthcoming, Journal of Marketing Research.

Tellis, Gerard J., Jaideep Prabhu and Rajesh Chandy (2009), “What Drives Innovativeness of Firms Across Nations? A Culture for Innovation,”Journal of Marketing, 73, 1 (January), 3-23

Sood, Ashish, Gareth James, and Gerard J. Tellis (2009), “The Functional Regression: A New Model and Approach for Predicting the Market Penetration of New Products,Marketing Science, 28, 1, 36-51.

Tellis, Gerard J., Yiding Yin, and Simon Bell (2009), “Global Consumer Innovativeness: Cross Country Differences and Demographic Communalities Journal of International Marketing,Forthcoming.

Tellis, Gerard J. (2009), "Generalizations of Advertising Effectiveness in Markets, Journal of Advertising Research

Tellis, Gerard J. (2009), "A Lesson for Detroit: Tata Nano." San Francisco Chronicle, March, 31.

Tellis, Gerard, J. and Ashish Sood, (2008), “How to Back the Right Technology, Wall Street Journal, December 15th, R8.

Tellis, Gerard J. (2008), Important Research Questions in Technology and Innovation, Industrial Marketing Management, 37, 6, (August), 629-632.

Johnson, Joseph, and Gerard J. Tellis (2008), “Drivers of Success for Entry Into China and India,” Journal of Marketing, 72, May, 1-13.

Chandrasekaran, Deepa and Gerard J. Tellis (2008), “The Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences” forthcoming Marketing Science.

Johnson, Joseph and Gerard J. Tellis (2007), “The Value of Quality: Stock Market Returns to Published Quality Reviews,” forthcoming, Marketing Science.

Stremersch, Stefan, Gerard J. Tellis, Philip Hans Franses and Jeroen L. G. Binken(2007), “Indirect Network Effects in New Product Growth,” Journal of Marketing, forthcoming.

Hauser John, Gerard J. Tellis and Abbie Griffin (2007), Research on Innovation and New Products: A review and Agenda for Marketing ScienceMarketing Science, forthcoming

Tellis, Gerard J. and Tim Ambler (2007), Handbook of Advertising, London, UK: Sage Publications, forthcoming.

Tellis, Gerard J and  Philip Hans Franses (2006),“ The Optimal Data Interval for Econometric Models of Advertising,” Marketing Science, 25, 3, May-June

Martin and Gerard J. Tellis (2006), “Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions,” Journal of Marketing, 70, 1 (65-78)

Tellis, Gerard J. (2006), “Disruptive Technology or Visionary Leadership?” Journal of Product Innovation and Management,

Tellis, Gerard J. (2006), “Modeling the Marketing Mix,” Handbook of Marketing Research, ed Rajiv Grover, Thousand Oaks: Sage Publications, p 506-522.

Chandrasekaran, Deepa and Gerard J Tellis (2005), “Diffusion of New Products: A Critical Review of Models, Drivers, and Findings", Review of Marketing, forthcoming

Tellis Gerard J. (2005), Advertising’s Role in Capitalist Markets: What We Know and Where We Go From Here,” Journal of Advertising 45, 2 (June), 162-170.

Tellis, Gerard J., Rajesh Chandy, Deborah MacInnis, and Pattana Thaivanich (2005), Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, Why, and For How Long?”, Marketing Science. 24, 3 (Summer), Finalist for Society of Marketing Science ISMS Practice Prize, 2004

Johnson, Joseph, Gerard J. Tellis and Deborah MacInnis (2005), “Winners, Losers, and Biased Trades,”  Journal of Consumer Research, 32, 2 (September), 324-330

Sood, Ashish and Gerard J. Tellis (2005), Technological Evolution and Radical Innovations Journal of Marketing, 69, 3 (July), 152-168

Johnson, Joseph, Gerard J. Tellis and Deborah MacInnis (2005), “Blowing Bubbles: Heuristics and Biases in the Run-Up of Stock PricesJournal of Academy of Marketing Science, 33, 4, 486-504.

Tellis, Gerard J. (2004), Effective Advertising: Understanding When, How, and Why Advertising Works, Thousand Oaks: Sage Publications. Translated into Chinese and Korean

Golder, Peter N and Gerard J. Tellis (2004), Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle Marketing Science, 23, 2 (Spring), 207-218. AMA/TechSig best paper award 2005

Foster, Joseph A, Golder, Peter N and Gerard J. Tellis (2004), Predicting Takeoff for Whirlpool’s New Personal View Marketing Science. Finalist for Society of Marketing Science Practice Prize 2003.

Stefan Stremersch and Gerard J. Tellis, (2004), “ Managing International Growth Of New Products 21, 4 (December), 421-438, International Journal of Research in Marketing, Winner of best paper at Noordwijk Conference on Global Marketing, organized by MSI and IJRF.

Tellis, Gerard J., Stefan Stremersch and Eden Yin (2003), “ The International Takeoff of New Products: Economics, Culture and Country InnovativenessMarketing Science, 22, 2 (Spring), 188-208.

Sethuraman, Raj and Gerard J. Tellis (2002), “Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis Journal of Retailing Pgs. 78, 4, 253-263.

Stremersch, Stefan and Gerard J. Tellis (2002), “ Strategic Bundling of Products and Prices: A New Synthesis For Marketing, Journal of Marketing,66, 1 (January), 55-72. Winner of the Harold Maynard Award for most significant contribution to marketing thought.

Tellis, Gerard J. (2001), Will and Vision: How Latecomers Grow To Dominate Markets,” McGraw Hill.
Translated into Chinese, Korean, and Russian.

Rajesh Chandy, Gerard J. Tellis, Debbie MacInnis and Pattana Thaivanich (2001), “ What to Say When: Advertising Appeals in Evolving MarketsJournal of Marketing Research, 38, 4 (November).

Ackerman David and Gerard J. Tellis (2001), “ Can culture affect prices? A cross-cultural study of shopping and retail prices Journal of Retailing, 77, 57-82.

Chandy, Rajesh and Gerard J. Tellis (2000), “ The Incumbent's Curse? Incumbency, Size and Radical Product Innovation, Journal of Marketing 64, 3 (July), 1 to 17. Harold D. Maynard Award for most significant contribution to Marketing thought in Journal of Marketing, 2000

Tellis, Gerard J., Rajesh Chandy and Pattana Thaivanich, “ Modeling the Effects of Direct Advertising: Which Ad Works, When, Where, and How Long? Journal of Marketing Research, 37 (February), 32-46.

Prabhu, Jaideep and Gerard J. Tellis (2000), “Do Consumers Ever Learn? Findings From An Experimental Market Journal of Behavioral Decision Making,13, 1, 19-34.

Rajesh Chandy and Gerard J. Tellis (2000), “Leader’s Curse: Incumbency, Size and Radical Innovation,” Marketing Science Institute Report No. 00-100, Cambridge, MA: Marketing Science Institute.

Tellis, Gerard J., David Ackerman and Rajesh Chandy (1999), “In Search of Diversity: The Record of Major Marketing Journals,” Journal of Marketing Research, 36 (February), 120-131.

Tellis, Gerard J. (1998), Advertising and Sales Promotion Strategy, Reading, MA: Addison-Wesley.
Translated into Chinese, Spanish, and Czech.

Chandy, Rajesh and Gerard J. Tellis (1998), " Organizing for Radical Product Innovation, Journal of Marketing Research, 35 (November), 474-487.

Peter N. Golder and Gerard J. Tellis (1998), Beyond Diffusion: An Explanatory Approach To Modeling The Growth of Durables," 17 (June-July), 259-280, Journal of Forecasting.

Fisher Robert J. and Gerard J. Tellis (1998), “Removing Social Desirability Bias With Indirect Questioning: Is the Cure Worse That the Disease?” Advances in Consumer Research 15, 25, 563-567.

Golder, Peter N. and Gerard J. Tellis (1997), " Will It Ever Fly? Modeling The Growth of New Consumer Durables Marketing Science, 16, 3, 256-270.

Tellis, Gerard J. (1997), "Effective Frequency: One Exposure or Three Factors? Journal of Advertising Research, 37-4, July-August, 75-80.

Rajesh Chandy and Gerard J. Tellis (1997), "Organizing For Radical Product Innovation," No. 98-102.

Rajesh Chandy and Gerard J. Tellis (1997), "Organizing For Radical Product Innovation," ISBM Working Paper No. 10-1997.

Golder, Peter N. and Gerard J. Tellis (1997), "Will It Ever Fly? Modeling The Growth of New Consumer Durables," MSI Working 97-127.

Tellis, Gerard J. (1996), " Review of The New Marketing Research Systems," Journal of Marketing Research, 33, February, 114-115.

Tellis, Gerard J. and Golder, Peter N. (1996), " First to Market, First to Fail? The Real Causes of Enduring Market Leadership Sloan Management Review, 37, 2, 65-75. Discussed in The Wall Street Journal, Los Angeles Times, Economist, and other publications.

Tellis, Gerard J. and Doyle Weiss (1995), "Does TV Advertising Really Affect Sales?" Journal of Advertising, 24, 3, 1-12. Lead article in issue. Nominated for Journal of Advertising’s best paper of 1995.

Tellis, Gerard J. and Fred Zufryden (1995), " Cracking the Retailer’s Decision Problem: Which Brand to Discount, How Much, When nd Why?" Marketing Science, 14, 3, 271-299. Nominated for Marketing Science best paper of 1995.

Rajendran, K. N. and Gerard J. Tellis (1994), Is Reference Price Based on Context or Experience? An Analysis of Consumers' Brand Choices Journal of Marketing, 58, 2 (January), 10-22.

Tellis, Gerard J. (1994), "Modeling The Effects of Advertising in Contemporary Markets: Research Findings and Opportunities," in Attention, Attitude and Affect in Response to Advertising," edited by Eddie M. Clark, Timothy C. Brock and David W. Stewart, Hillsdale, New Jersey: Lawrence Erlbaum Associates.

Golder, Peter and Gerard J. Tellis (1993), Pioneering Advantage: Marketing Fact or Marketing Legend,"Journal of Marketing Research, 30 (May), 158-170.

Amit Ghosh, V. Kumar and Gerard J. Tellis (1992), " A Decomposition of Repetitive Response Behavior," Marketing Letters, 3, 4 (October), 407-417.

Golder, Peter and Gerard J. Tellis (1992), "Do Pioneers Really Have Longterm Advantage? A Historical Analysis." No. 92-124. Won MSI’s best paper award for 1993.

Sethuraman, Raj and Gerard J. Tellis (1991), "An Analysis of the Tradeoff Between Advertising and Pricing," Journal of Marketing Research, 31, 2 (May), 160-174. Nominated for Odell Award for 1995.

Tellis, Gerard J. and Gary G. Gaeth (1990), "Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices" Journal of Marketing, 54 (April), 34-45.

Tellis, Gerard J. (1989), "Interpreting Advertising and Price Elasticities Journal of Advertising Research, 29, 4 (August-September), 40-43.

Tellis, Gerard J. (1989), The Impact of Corporate Size and Strategy On Competitive Pricing Strategic Management Journal, 10, 569-585.

Tellis, Gerard J. (1989), "Creative Pricing of Products and Services," in The Pricing Decision, ed. by Daniel T. Seymour, Chicago, Ill: Probus Publishing Company.

Tellis, Gerard J. (1988), The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models Journal of Marketing Research, 15, 3 (November), 331-341. Lead article in issue.

Tellis, Gerard J. (1988), Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice Journal of Marketing Research, 15, 2 (May), 134-144. - Discussed in the Wall Street Journal, February 15, 1989, p. B6 and March 1, 1989, p. B6 and in numerous newspapers and journals nationally and abroad.

Tellis, Gerard J. and Claes Fornell (1988) "Advertising and Quality Over the Product Life Cycle: A Contingency Theory Journal of Marketing Research, 15, 1 (February), 64-71.

Tellis, Gerard J. (1988), "The Price Sensitivity of Selective Demand: A Meta-Analysis of Econometric Modesl of Sales," No. 88-105.

Tellis, Gerard J. and Birger Wernerfelt (1987) "Competitive Price and Quality Under Asymmetric InformationMarketing Science, 6, 3, 240-253.

Tellis, Gerard J. (1987), Journal of Retailing, 63, 3 (Fall), 279-297.

Tellis, Gerard J. (1987), "Creative Pricing of Medical Services," Journal of Medical Practice Management, 3, 2 (Fall), 120-124.

Tellis, Gerard J. (1987), "Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice," No. 87-105.

Tellis, Gerard J. (1986), Beyond the Many Faces of Price: An Integration of Pricing Strategies Journal of Marketing, 50 (October), 146-160.
- Reprinted in Marketing Classics, by Cox and Enis.

Tellis, Gerard J. (1986), "Beyond the Many Faces of Price: An Integration of Pricing Strategies," journal article reprint circulated by the institute.

Tellis, Gerard J., Gary Gaeth and Lynn Clark (1985), "The Impact of External Information and Experience on Consumer Inference and Choice," in Marketing Communications: Theory and Research, Michael J. Houston and Richard J. Lutz, eds. Chicago: A.M.A.

Zinkhan, George M. and Gerard J. Tellis (1983),BIDSIM: Using A Competitive Bidding Simulation To Highlight Pricing Issues," Journal of Marketing Education, (Summer), 48-55.

Fornell, Claes, Gerard J. Tellis and George M. Zinkhan (1982), "Validity Assessment: A Structural Equations Approach Using Partial Least Squares," in An Assessment of Marketing Thought and Practice, Bruce J. Walker et al., eds., Chicago: A.M.A.

Tellis, Gerard J. and C. Merle Crawford (1981), An Evolutionary Approach to Product Growth TheoryJournal of Marketing, 45 (Fall), 125-132.

Crawford, C. Merle and Gerard J. Tellis (1981), "The Technological Innovation Controversy," Business Horizons, 24, 4, 76-88.

Tellis, Gerard J. and C. Merle Crawford (1981), "An Analysis of the U.S. Innovation Rate," in The Changing Marketing Environment: New Theories and Applications, Kenneth Bernhardt et al., eds., Series No. 47, Chicago: American Marketing Association, 280-285.