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

PhD, University of Michigan; BS, University of Bombay


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.


Is Apple Cursed 2013
Technological Leapfrogging: When, How, and Why Emerging Markets Cathup or Pass Developed Markets in the Adoption of new Products 2013
Extracting Dimensions of Satisfaction with Quality from Online Chatter: Latent Dirichlet Analysis of Big Data 2013
Halo Effects in Social Media: Do Recalls of One Brand Hurt or Help Rival Brands 2013
Is All That Twitters Gold: Market Retunrs to Conversations on Twitter 2013
Rush to Tell? - Do New Product Preannouncements Steal Value From Launch Announcements? 2013
Silicon Envy: How Global IT Clusters Stimulate and Compete With Each Other 2013
The International Dive of Inter-Generational New Products: Measures, Patterns, and Predictive Model 2013
Wooly Winners: How, Why, and When Disclaimers Work in Ads for Mutual Funds Work 2013
Unrelenting Innovation: How to Build a Culture for Market Dominance 2013
Predicting the Path of Technological Innovation: SAW Versus Moore, Bass, Gompertz, and Kryder 2012
Predicting the Path of Technological Innovation: SAW vs. Moore, Bass,Gompertz, and Kryder 2012
Challenges of Technological Evolution in Contemporary Markets 2011
Alternate Routes to Innovation: Spinoffs versus Buyouts 2010
Analysis of Penetration versus Skimming Strategies for New Products 2010
To Make or Not to Make: Returns of Make versus Buy Innovations 2010
Do Innovations Really Payoff? 2009
A Lesson for Detroit – Tata Nano 2009
Global Takeoff 2009
Overall Advertising Impact 2009
The Value of Quality: Stock Market Returns to Published Reviews of Quality 2007
Diffusion of New Products: A Critical Review of Models, Drivers, and Findings 2007
Indirect Network Effects in New Product Growth 2007
Handbook of Advertising 2007
Research on Innovation and New Products: A Review and Agenda for Marketing Science 2007
Disruptive Technology or Visionary Leadership? 2006
Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions 2006
Modeling the Marketing Mix 2006
Optimal Data Interval for Econometric Models of Advertising 2006
Technological Evolution and Radical Innovations 2005
Advertising's Role in Capitalist Markets: What We Know and Where We Go From Here 2005
Blowing Bubbles: Heuristics and Biases in the Run-Up of Stock Prices 2005
Managing International Growth of New Products 2004
Is the European Union One Market 2004
Predicting Takeoff for Whirlpool's New Personal Valet 2004
Effective Advertising: How, When, and Why Advertising Works 2004
Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle 2004
Historical Research in Marketing Strategy: Method, Myths, and Promise 2004
Network Effects, Path Dependence or Quality: What Drives the Success of New High Tech Products? 2004
Stock Market Innovation Versus Quality 2004
The S-Curve of Technological Innovation: Strategic Law or Self-Fulfilling Prophecy? 2004
The International Takeoff of New Products: Economics, Culture, and Country Innovativeness 2003
Does Manufacturer Advertising Suppress or Stimulate Retail Price Promotion? Analytical Models and Empirical Analysis 2002
The Early Bird Misses the Worm 2002
Strategic Bundling of Products and Prices: A New Synthesis for Marketing 2002
Let the Markets Regulate Microsoft 2001
Can Culture Affect Prices?: A Cross-Cultural Study of Shopping and Retail Prices 2001
Does it Really Take Two to Tango? Modeling Indirect Network Effects in Hardware and Software Growth 2001
Will and Vision: How Latecomers Grow to Dominate Markets 2001
The Incumbents' Curse? Incumbency, Size, and Radical Product Innovation 2000
Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long? 2000
Do Consumers Ever Learn? Findings from an Experimental Market 2000
Leader's Curse: Incumbency, Size and Radical Innovation 2000
In Search of Diversity: The Record of Major Marketing Journals 1999
Decomposing the Effects of Direct Advertising: Which Ad Works, When Where, and How Often 1999
Advertising and Sales Promotion Strategy 1998
Organizing for Radical Product Innovation 1998
Removing Social Desirability Bias with Indirect Questioning: Is the Cure Worse than the Disease? 1998
Beyond Diffusion: An Affordability Model for the Growth of Consumer Durables 1998
Effective Frequency: One Exposure or Three Factors 1997
Will It ever Fly? Modeling the Takeoff of New Consumer Durable 1997
Review of "The New Marketing Research Systems" 1996
First to Market, First to Fail? The Real Causes of Enduring Market Leadership 1996
Cracking the Retailer's Decision Problem: Which Brand to Discount, How Much, When and Why? 1995
Does TV Advertising Really Affect Sales? 1995
Modeling the Effects of Advertising in Contemporary Markets: Research Findings and Opportunities 1994
Is Reference Price Based on Context or Experience? An analysis of Consumers' Brand Choices 1994
Pioneering Advantage: Marketing Fact or Marketing Legend 1993
A Decomposition of Repetitive Response Behavior 1992
Do Pioneers Really Have Longterm Advantage? A Historical Analysis 1992
An Analysis of the Tradeoff Between Advertising and Pricing 1991
Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices 1990
Interpreting Advertising and Price Elasticities 1989
Creative Pricing of Products and Services 1989
The Impact of Corporate Size and Strategy On Competitive Pricing 1989
Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice 1988
Advertising and Quality Over the Product Life Cycle: A Contingency Theory 1988
The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models 1988
Consumer Purchasing Strategies and the Information in Retail Prices 1987
Creative Pricing of Medical Services 1987
Competitive Price and Quality Under Asymmetric Information 1987
Beyond the Many Faces of Price: An Integration of Pricing Strategies 1986
The Impact of External Information and Experience on Consumer Inference and Choice 1985
BIDSIM: Using a Competitive Bidding Simulation to Highlight Pricing Issues 1983
Validity Assessment: A Structural Equations Approach Using Partial Least Squares 1982
An Evolutionary Approach to Product Growth Theory 1981
An Analysis of the U.S. Innovation Rate 1981
The Technological Innovation Controversy 1981