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Gerard J. TellisJerry and Nancy Neely Chair in American Enterprise and Professor of MarketingUSC Marshall School of Business
Los Angeles, CA 90089-0808Phone:213-740-5031Education:PhD, University of Michigan; BS, University of BombayPersonal Website:http://www.gtellis.netOverview
Gerard Tellis is an expert in innovation, global market entry, new product growth, quality, and advertising. He has published four books and over 100 articles that have won over 20 awards. He is a Distinguished Professor, Erasmus University, Rotterdam and a Senior Research Associate at the Judge Business School 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
Make, Buy, or Ally: Payoff to Alternate Routes to Innovation • 2013Predicting the Path of Technological Innovation: SAW Versus Moore, Bass, Gompertz, and Kryder • 2012Relentless Innovation: How to Build a Culture for Market Dominance • 2012Pricing in the International Takeoff of New Products • 2012Does Chatter Really Matter? Dynamics of Online User Generated Data and Stock Market Performance • 2012Halo Effects in Social Media: Do REcall of One Brand Hurt or Help Rival Brands • 2012Is All That Twitters Gold: Market Retunrs to Conversations on Twitter • 2012Extracting Dimensions of Quality from Online Chatter • 2012Silicon Envy: How Global IT Clusters Stimulate and Compete With Each Other • 2012Technological Leapfrogging: When, How, and Why Emerging Markets Cathup or Pass Developed Markets in the Adoption of new Products • 2012How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity • 2011Demystifying Disruption: A New Model for Understanding and Predicting Disruptive Technologies • 2011Challenges of Technological Evolution in Contemporary Markets • 2011Alternate Routes to Innovation: Spinoffs versus Buyouts • 2010Analysis of Penetration versus Skimming Strategies for New Products • 2010To Make or Not to Make: Returns of Make versus Buy Innovations • 2010Do Innovations Really Payoff? • 2009A Lesson for Detroit ? Tata Nano • 2009Global Takeoff • 2009Overall Advertising Impact • 2009The Value of Quality: Stock Market Returns to Published Reviews of Quality • 2007Diffusion of New Products: A Critical Review of Models, Drivers, and Findings • 2007Indirect Network Effects in New Product Growth • 2007Handbook of Advertising • 2007Research on Innovation and New Products: A Review and Agenda for Marketing Science • 2007Disruptive Technology or Visionary Leadership? • 2006Modeling the Marketing Mix • 2006Optimal Data Interval for Econometric Models of Advertising • 2006Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions • 2006Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, and for How Long? • 2005Technological Evolution and Radical Innovations • 2005Advertising's Role in Capitalist Markets: What We Know and Where We Go From Here • 2005Blowing Bubbles: Heuristics and Biases in the Run-Up of Stock Prices • 2005Managing International Growth of New Products • 2004Is the European Union One Market • 2004Predicting Takeoff for Whirlpool's New Personal Valet • 2004Effective Advertising: How, When, and Why Advertising Works • 2004Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle • 2004Historical Research in Marketing Strategy: Method, Myths, and Promise • 2004Network Effects, Path Dependence or Quality: What Drives the Success of New High Tech Products? • 2004Stock Market Innovation Versus Quality • 2004The S-Curve of Technological Innovation: Strategic Law or Self-Fulfilling Prophecy? • 2004The International Takeoff of New Products: Economics, Culture, and Country Innovativeness • 2003Does Manufacturer Advertising Suppress or Stimulate Retail Price Promotion? Analytical Models and Empirical Analysis • 2002The Early Bird Misses the Worm • 2002Strategic Bundling of Products and Prices: A New Synthesis for Marketing • 2002Let the Markets Regulate Microsoft • 2001Can Culture Affect Prices?: A Cross-Cultural Study of Shopping and Retail Prices • 2001Does it Really Take Two to Tango? Modeling Indirect Network Effects in Hardware and Software Growth • 2001Will and Vision: How Latecomers Grow to Dominate Markets • 2001The Incumbents' Curse? Incumbency, Size, and Radical Product Innovation • 2000Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long? • 2000Do Consumers Ever Learn? Findings from an Experimental Market • 2000Leader's Curse: Incumbency, Size and Radical Innovation • 2000In Search of Diversity: The Record of Major Marketing Journals • 1999Decomposing the Effects of Direct Advertising: Which Ad Works, When Where, and How Often • 1999Advertising and Sales Promotion Strategy • 1998Organizing for Radical Product Innovation • 1998Removing Social Desirability Bias with Indirect Questioning: Is the Cure Worse than the Disease? • 1998Beyond Diffusion: An Affordability Model for the Growth of Consumer Durables • 1998Effective Frequency: One Exposure or Three Factors • 1997Will It ever Fly? Modeling the Takeoff of New Consumer Durable • 1997Review of "The New Marketing Research Systems" • 1996First to Market, First to Fail? The Real Causes of Enduring Market Leadership • 1996Cracking the Retailer's Decision Problem: Which Brand to Discount, How Much, When and Why? • 1995Does TV Advertising Really Affect Sales? • 1995Modeling the Effects of Advertising in Contemporary Markets: Research Findings and Opportunities • 1994Is Reference Price Based on Context or Experience? An analysis of Consumers' Brand Choices • 1994Pioneering Advantage: Marketing Fact or Marketing Legend • 1993A Decomposition of Repetitive Response Behavior • 1992Do Pioneers Really Have Longterm Advantage? A Historical Analysis • 1992An Analysis of the Tradeoff Between Advertising and Pricing • 1991Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices • 1990Interpreting Advertising and Price Elasticities • 1989Creative Pricing of Products and Services • 1989The Impact of Corporate Size and Strategy On Competitive Pricing • 1989Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice • 1988Advertising and Quality Over the Product Life Cycle: A Contingency Theory • 1988The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models • 1988Consumer Purchasing Strategies and the Information in Retail Prices • 1987Creative Pricing of Medical Services • 1987Competitive Price and Quality Under Asymmetric Information • 1987Beyond the Many Faces of Price: An Integration of Pricing Strategies • 1986The Impact of External Information and Experience on Consumer Inference and Choice • 1985BIDSIM: Using a Competitive Bidding Simulation to Highlight Pricing Issues • 1983Validity Assessment: A Structural Equations Approach Using Partial Least Squares • 1982An Evolutionary Approach to Product Growth Theory • 1981An Analysis of the U.S. Innovation Rate • 1981The Technological Innovation Controversy • 1981Pricing Patterns in the International Takeoff of New Products
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