University of Southern California

Gerard J. Tellis
Jerry and Nancy Neely Chair in American Enterprise and Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-5031
Education: 
PhD, University of Michigan; BS, University of Bombay

Overview

Gerard Tellis specializes in innovation, global market entry, new product diffusion, quality, and advertising. He has published five books and over 100 articles that have won over 20 awards. He is a Distinguished Professor, Erasmus University, Rotterdam and a Research Professor at the Judge Business School, Cambridge University and a Fellow of Sidney Sussex College, Cambridge University, UK. Professor Tellis serves as associate editor of Marketing Science and Journal of Marketing Research, and directs Marshall’s Center for Global Innovation.

Research

Johnson, J., Tellis, G. J., and Ip, E. (2013) "To Whom, When, and How Much to Discount? A Constrained Optimization of Customized Temporal Discounts," Journal of Retailing, 89 (4), 361-373.
Tellis, G. J. (2013) "Microsoft and Nokia: Marriage Made in Hell?," Forbes Leadership Forum.
Rubera, G., and Tellis, G. J. (2013) "Spinoffs versus Buyouts: Aternate Routes to the Commercialization of Innovations," Strategic Management Journal.
Chandrasekaran, D., Arts, J., Tellis, G. J., and Frambach, R. (2013) "Pricing in the International Takeoff of New Products," International Journal of Research in Marketing.
Tellis, G. J. (2013) "Creating a Culture for Unrelenting Innovation," AMA M-World.
Tellis, G. J. (2013) "No Growth? Has Innovation Stalled," Sales and Service Excellence May 2013, p. 11.
Tellis, G. J. (2013) "Are you cursed by your own success?," CNBC Bullish on Books.
Tellis, G. J. (2013) "Toyota's Gamble on the Prius," Financial Times/Management.
Tellis, G. J. (2013) "Pamper Your Mavericks," FastCompany.
Tellis, G. J. (2013) "Is Apple Cursed," CNN-Money/Fortune.
Tellis, G. J. (2013) "The Biggest Risk of All: Not Innovating," Risk Management.
Tellis, G. J. (2013) "What Does "Out-Innovate the World" Mean Today?," Xconomy.
Tellis, G. J. (2013) "Is the US Really Losing Its Innovative Edge," CIO Network.
Borah, A., and Tellis, G. J. (2013) "Halo Effects in Social Media: Do Recalls of One Brand Hurt or Help Rival Brands," under revision for second submission Journal of Marketing Research.
Harmancioglu, N., Tellis, G. J., and Pauwels, K. (2013) "Silicon Envy: How Global IT Clusters Stimulate and Compete With Each Other,".
Borah, A., and Tellis, G. J. (2013) "Is All That Twitters Gold: Market Retunrs to Conversations on Twitter," under revision for second submission at Marketing Science.
Tellis, G. J. (2013) "Is Unrelenting Innovation Possible?," Management Issues.com.
Palacios, X., and Tellis, G. J. (2013) "The International Dive of Inter-Generational New Products: Measures, Patterns, and Predictive Model," under second review at Journal of Product Innovation Management.
Chandrasekaran, D., Tellis, G. J., and James, G. (2013) "Technological Leapfrogging: When, How, and Why Emerging Markets Cathup or Pass Developed Markets in the Adoption of new Products," under second review Marketing Science.
Borah, A., and Tellis, G. J. (2013) "Make, Buy, or Ally: Payoff to Alternate Routes to Innovation," Marketing Science.
Tellis, G. J., Unrelenting Innovation: How to Build a Culture for Market Dominance, Jossey-Bass, a division of Wiley, San Francisco, CA 2013.
Johnson, J., Tellis, G. J., and Shu, S. (2013) "Wooly Winners: How, Why, and When Disclaimers Work in Ads for Mutual Funds Work,".
Tirunillai, S., and Tellis, G. J. (2013) "Extracting Dimensions of Satisfaction with Quality from Online Chatter: Latent Dirichlet Analysis of Big Data," conditionally accepted, Journal of Marketing Research.
Krueger, T., Sood, A., Stock, R., and Tellis, G. J. (2013) "Rush to Tell? - Do New Product Preannouncements Steal Value From Launch Announcements?," Under revision for second submission at Journal of Marketing.
Sood, A., James, G., Tellis, G. J., and Zhu, J. (2012) "Predicting the Path of Technological Innovation: SAW Versus Moore, Bass, Gompertz, and Kryder," Marketing Science, 31 (6), 964-979.
Tirunillai, S., and Tellis, G. J. (2012) "Does Chatter Really Matter? Dynamics of Online User Generated Data and Stock Market Performance," Marketing Science, 3 (2), 198-215.
Chandrasekaran, D., and Tellis, G. J. (2011) "Getting a Grip on the Saddle: Chasms or Cycles?," Journal of Marketing.
Sethuraman, R., Tellis, G. J., and Briesch, R. (2011) "How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity," Journal of Marketing Research.
Koslow, S., and Tellis, G. J. (2011) "What Scanner Panel Data Tell Us About Advertising: A Detective Story with a Dark Twist," Journal of Advertising Research.
Tellis, G. J., and , A. S. (2011) "Challenges of Technological Evolution in Contemporary Markets," Ernst & Young Thought Leadership Magazine.
Rubera, G., and Tellis, G. J. (2010) "Alternate Routes to Innovation: Spinoffs versus Buyouts," Journal of Marketing.
Spann, M., Fischer, M., and Tellis, G. J. (2010) "Analysis of Penetration versus Skimming Strategies for New Products," Journal of Marketing Research.
Borah, A., and Tellis, G. J. (2010) "To Make or Not to Make: Returns of Make versus Buy Innovations," Marketing Science.
Tellis, G. J., and Chandrasekaran, D. (2010) "Does Culture Matter? Assessing Biases in Cross-National Survey Research," International Journal of Research in Marketing, 27 (4), 329-341.
Tellis, G. J. (2010) "Do Network Effects Warm or Chill A Budding Market?," International Journal of Research in Marketing, 27 (1), 21-22.
Sood, A., and Tellis, G. J. (2009) "Do Innovations Really Payoff?," PDMA Visions, 33 (3).
Tellis, G. J., and Tellis, K. (2009) "A Critical Review and Integration of Research on Advertising in a Recession,," Journal of Advertising Research, 49 (3).
Sood, A., and Tellis, G. J. (2009) "Do Innovations Ever Payoff? Total Stock Market Returns to Innovation," Marketing Science, 28 (3), 442-456.
Tellis, G. J. (2009) "Generalizations About Advertising Effectiveness in Markets," Journal of Advertising Research, 49 (2), 240-245.
Tellis, G. J., Yin, E., and Bell, S. (2009) "Global Consumer Innovativeness: Country Differences and Individual Commonalities," Journal of International Marketing, 17 (2), 1-22.
Tellis, G. J., Niraj, R. K., and Yin, E. (2009) "Does Quality Win: Network Effects versus Quality in the Success of High Tech Products," Journal of Marketing Research, XLVI (73), 135-149.
Tellis, G. J., Yin, E., and Niraj, R. K. (2009) "Why and How Quality Wins Over Network Effects and What It Means," Journal of Marketing Research, XLVI (2), 160-161.
Tellis, G. J. (2009) "A Lesson for Detroit – Tata Nano," San Francisco Chronicle.
Tellis, G. J., Chandy, R., and Prabhu, J. (2009) "Innovation of Firms Across Nations: The Pre-Eminence of Corporate Culture," Journal of Marketing, 73 (1), 3-23.
Sood, A., James, G., and Tellis, G. J. (2009) "Functional Regression: A New Model for Predicting Market Penetration of New Products," Marketing Science, 28 (1), 36-51.
Tellis, G. J., "Overall Advertising Impact," in Hanssens, D., eds., Empirical Generalizations About Marketing Impact, Boston: MA 2009.
Sood, A., and Tellis, G. J. (2009) "Do Innovations Really Payoff?," E&Y Thought Leadership Magazine, 1 (1).
Tellis, G. J., and Chandrasekaran, D., "Global Takeoff," in Hanssens, D., eds., Empirical Generalizations About Marketing Impact, Boston, MA 2009.
Tellis, G. J. (2009) "A Lesson for Detroit," San Francisco Chronicle.
Tellis, G. J., and , A. S. (2008) "How to Back the Right Technology," Wall Street Journal.
Chandrasekaran, D., and Tellis, G. J. (2008) "Global Takeoff of New Products: Cutlure, Wealth, or Vanishing Differences," Marketing Science, 27 (5), 844-860.
Tellis, G. J. (2008) "Important Research Questions in Technology and Innovation," Industrial Marketing Management, 36 (6), 629-632.
Johnson, J., and Tellis, G. J. (2008) "Drivers of Success for Market Entry into China and Inida," Journal of Marketing, 72 (May), 1-13.
Tellis, G. J., and Johnson, J. (2007) "The Value of Quality: Stock Market Returns to Published Reviews of Quality," Marketing Science.
Tellis, G. J., and Chandrasekaran, D. (2007) "Diffusion of New Products: A Critical Review of Models, Drivers, and Findings," Review of Marketing, 3 (Fall), 39-80.
Stremersch, S., Tellis, G. J., Franses, P. H., and Binken, l. G. (2007) "Indirect Network Effects in New Product Growth," Journal of Marketing.
Tellis, G. J., and Ambler, T., Handbook of Advertising, Sage Publications, London 2007.
Hauser, J., Tellis, G. J., and Griffin, A. (2007) "Research on Innovation and New Products: A Review and Agenda for Marketing Science," Marketing Science, 25 (6), 687-717.
Spann, M., and Tellis, G. J. (2006) "Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions," Journal of Marketing, 40 (1), 65-78.
Tellis, G. J. (2006) "Modeling the Marketing Mix," Sage Publications.
Tellis, G. J., and Franses, P. H. (2006) "Optimal Data Interval for Econometric Models of Advertising," Marketing Science.
Tellis, G. J. (2006) "Disruptive Technology or Visionary Leadership?," Journal of Product Innovation and Management, 23 (1), 34-38.
Johnson, J., Tellis, G. J., and MacInnis, D. J. (2005) "Winners, Losers, and Biased Trades," Journal of Consumer Research, 32 (2), 324-330.
Sood, A., and Tellis, G. J. (2005) "Technological Evolution and Radical Innovations," Journal of Marketing, 69 (3), 152-168.
Tellis, G. J., Chandy, R., MacInnis, D. J., and Thaivanich, P. (2005) "Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, and for How Long?," Marketing Science, 24 (3).
Tellis, G. J. (2005) "Advertising's Role in Capitalist Markets: What We Know and Where We Go From Here," Journal of Advertising, 45 (2), 162-170.
Johnson, J., and Tellis, G. J. (2005) "Blowing Bubbles: Heuristics and Biases in the Run-Up of Stock Prices," Journal of Academy of Marketing Science, 33 (4), 486-504.
Stremersch, S., and Tellis, G. J. (2004) "Managing International Growth of New Products," International Journal of Research in Marketing, 21 (4), 421-438.
Tellis, G. J. (2004) "Is the European Union One Market," New England Journal of Marketing 9-10.
Foster, J. A., Golder, P. N., and Tellis, G. J. (2004) "Predicting Takeoff for Whirlpool's New Personal Valet," Marketing Science, 23 (2), 182-185.
Tellis, G. J., Effective Advertising: How, When, and Why Advertising Works, Sage Publications, Thousand Oaks, California 2004.
Tellis, G. J., and Johnson, J. (2004) "Stock Market Innovation Versus Quality," Marketing Science.
Golder, P. N., and Tellis, G. J. (2004) "Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle," Marketing Science, 23 (2), 180-191.
Sood, A., and Tellis, G. J. (2004) "The S-Curve of Technological Innovation: Strategic Law or Self-Fulfilling Prophecy?," Marketing Science Institute Working Paper, no 04-116.
Tellis, G. J., "Historical Research in Marketing Strategy: Method, Myths, and Promise," in Lehmann, D., and Moorman, C., eds., Cool Tools for Marketing Strategy, Cool Tools for Marketing Strategy 2004.
Tellis, G. J., and Yin, Y. (2004) "Network Effects, Path Dependence or Quality: What Drives the Success of New High Tech Products?," Journal of Marketing Research.
Tellis, G. J., Stremersch, S., and Yin, E. (2003) "The International Takeoff of New Products: Economics, Culture, and Country Innovativeness," Marketing Science, 22 (2), 161-187.
Stremersch, S., and Tellis, G. J. (2002) "Strategic Bundling of Products and Prices: A New Synthesis for Marketing," Journal of Marketing, 66 (1), 55-72.
Sethuraman, R., and Tellis, G. J. (2002) "Does Manufacturer Advertising Suppress or Stimulate Retail Price Promotion? Analytical Models and Empirical Analysis," Journal of Retailing, 78 (4), 253-263.
Tellis, G. J., and Golder, P. N. (2002) "The Early Bird Misses the Worm," US Industry Today, 5 (3), 7.
Golder, P. N., and Tellis, G. J. (2001) "Let the Markets Regulate Microsoft," Los Angeles Times.
Chandy, R., Tellis, G. J., MacInnis, D. J., and Thaivanich, P. (2001) "What to Say When: Advertising Appeals in Evolving Markets," Journal of Marketing Research, 38 (4), 399-414.
Tellis, G. J., and Golder, P., Will and Vision: How Latecomers Grow to Dominate Markets, McGraw-Hill 2001.
Ackerman, D., and Tellis, G. J. (2001) "Can Culture Affect Prices?: A Cross-Cultural Study of Shopping and Retail Prices," Journal of Retailing, 77, 57-82.
Stremersch, S., Tellis, G. J., and Franses, P. H. (2001) "Does it Really Take Two to Tango? Modeling Indirect Network Effects in Hardware and Software Growth," Journal of Marketing.
Chandy, R., and Tellis, G. J. (2000) "The Incumbents' Curse? Incumbency, Size, and Radical Product Innovation," Journal of Marketing, 64 (3), 1-17.
Chandy, R., and Tellis, G. J. (2000) "Leader's Curse: Incumbency, Size and Radical Innovation," Marketing Science Institute.
Tellis, G. J. (2000) "Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long?," Journal of Marketing Research, 37, 32-46.
Prabhu, J., and Tellis, G. J. (2000) "Do Consumers Ever Learn? Findings from an Experimental Market," Journal of Behavior Decision Making, 13 (1), 19-34.
Tellis, G. J., Ackerman, D., and Chandy, R. (1999) "In Search of Diversity: The Record of Major Marketing Journals," Journal of Marketing Research, 36, 120-131.
Tellis, G. J., and Chandy, R. (1999) "Decomposing the Effects of Direct Advertising: Which Ad Works, When Where, and How Often," MSI Working Paper 99-118.
Golder, P. N., and Tellis, G. J. (1998) "Beyond Diffusion: An Affordability Model for the Growth of Consumer Durables," Journal of Forecasting, 17, 259-280.
Tellis, G. J. (1998) "Advertising and Sales Promotion Strategy," Addison-Wesley.
Chandy, R., and Tellis, G. J. (1998) "Organizing for Radical Product Innovation," Journal of Marketing Research.
Fisher, R. J., and Tellis, G. J. (1998) "Removing Social Desirability Bias with Indirect Questioning: Is the Cure Worse than the Disease?," Advances in Consumer Research, 15 (25), 563-567.
Tellis, G. J. (1997) "Effective Frequency: One Exposure or Three Factors," 37 (4), 75-80.
Golder, P. N., and Tellis, G. J. (1997) "Will It ever Fly? Modeling the Takeoff of New Consumer Durable," Marketing Science, 16 (3), 256-270.
Tellis, G. J. (1996) "Review of "The New Marketing Research Systems"," Journal of Marketing Research, 33, 114-115.
Tellis, G. J., and Golder, P. N. (1996) "First to Market, First to Fail? The Real Causes of Enduring Market Leadership," Sloan Manager Review, 37 (2), 65-75.
Tellis, G. J., and Zufryden, F. S. (1995) "Cracking the Retailer's Decision Problem: Which Brand to Discount, How Much, When and Why?," Marketing Science, 14 (3), 271-299.
Tellis, G. J., and Weiss, D. (1995) "Does TV Advertising Really Affect Sales?," Journal of Advertising, 24 (3), 1-12.
Tellis, G. J., "Modeling the Effects of Advertising in Contemporary Markets: Research Findings and Opportunities," in Clark, E., Brook, T., and Stewart, D., eds., Attention, Attitude, and Affect in Response to Advertising, Lawrence Erlbaum Associates, Hillsdale, New Jersey 1994.
Tellis, G. J. (1994) "Is Reference Price Based on Context or Experience? An analysis of Consumers' Brand Choices," Journal of Marketing, 58 (2), 10-22.
Golder, P., and Tellis, G. J. (1993) "Pioneering Advantage: Marketing Fact or Marketing Legend," Journal of Marketing Research, 30, 158-170.
Ghosh, A., Kumar, V., and Tellis, G. J. (1992) "A Decomposition of Repetitive Response Behavior," Marketing Letters, 3 (4), 407-417.
Golder, P., and Tellis, G. J. (1992) "Do Pioneers Really Have Longterm Advantage? A Historical Analysis," MSI Working Paper No 92-124.
Sethuraman, R., and Tellis, G. J. (1991) "An Analysis of the Tradeoff Between Advertising and Pricing," Journal of Marketing Research, 31 (2), 160-174.
Tellis, G. J., and Gaeth, G. G. (1990) "Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices," Journal of Marketing, 54, 34-45.
Tellis, G. J. (1989) "Interpreting Advertising and Price Elasticities," Journal of Advertising Research, 29 (4), 40-43.
Tellis, G. J., "Creative Pricing of Products and Services," in Seymour, D., eds., The Pricing Decision, Probus Publishing Company, Chicago, Illinois 1989.
Tellis, G. J. (1989) "The Impact of Corporate Size and Strategy On Competitive Pricing," Strategic Management Journal, 10, 569-585.
Tellis, G. J. (1988) "Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice," Journal of Marketing Research, 15 (2), 134-144.
Tellis, G. J., and Fornell, C. (1988) "Advertising and Quality Over the Product Life Cycle: A Contingency Theory," Journal of Marketing Research, 15 (1), 64-71.
Tellis, G. J. (1988) "The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models," Journal of Marketing Research.
Tellis, G. J. (1987) "Consumer Purchasing Strategies and the Information in Retail Prices," Journal of Retailing, 63 (3), 279-297.
Tellis, G. J. (1987) "Creative Pricing of Medical Services," Journal of Medical Practice Management, 3 (2), 120-124.
Tellis, G. J., and Wernerfelt, B. (1987) "Competitive Price and Quality Under Asymmetric Information," Marketing Science, 6 (3), 240-253.
Tellis, G. J. (1986) "Beyond the Many Faces of Price: An Integration of Pricing Strategies," Journal of Marketing, 50, 146-160.
Tellis, G. J., Gaeth, G., and Clark, L., "The Impact of External Information and Experience on Consumer Inference and Choice," in Houston, M., and Lutz, R., eds., Marketing Communications: Theory and Research, A.M.A., Chicago, Illinois 1985.
Tellis, G. J., and Zinkhan, G. M. (1983) "BIDSIM: Using a Competitive Bidding Simulation to Highlight Pricing Issues," Journal of Marketing Education 48-55.
Fornell, C., Tellis, G. J., and Zinkhan, G. M., "Validity Assessment: A Structural Equations Approach Using Partial Least Squares," in Walker, B., and et al, , eds., An Assessment of Marketing Thought and Practice, A.M.A., Chicago, Illinois 1982.
Tellis, G. J., and Crawford, C. M. (1981) "An Evolutionary Approach to Product Growth Theory," Journal of Marketing, 45, 125-132.
Tellis, G. J., and Crawford, C. M., "An Analysis of the U.S. Innovation Rate," in Marketing Environment: New Theories and Applications, American Marketing Association, Chicago, Illinois 1981.
Crawford, C. M., and Tellis, G. J. (1981) "The Technological Innovation Controversy," Business Horizons, 24 (4), 76-88.