Gerard Tellis

Director of the Center for Global Innovation, Jerry and Nancy Neely Chair in American Enterprise, Professor of Marketing, Management and Organization
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PhD, University of Michigan - Ann Arbor; MA, Xavier School of Management: BS, University of Bombay

(PhD Michigan) is Professor of Marketing, Management and Organization, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in innovation, advertising, social media, new product growth, and global market entry. He has published 5 books and over 200 papers ( ) that have won over 18,000 citations in Google Scholar. His publications have won over 20 awards. He is Vice President of External Affairs of ISMS and an Associate Editor of Marketing Science and Journal of Marketing Research.

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Tellis, Gerard. () "How Transformative Innovations Shaped the Rise of Nations: From Acient Rome to Modern America", Anthem Press.
Tellis, Gerard. () "Interesting and Impactful Research: On Phenomenon, Theory and Writing", Journal of the Academy of Marketing Science.
Dieijen, Myrthe.,Borah, Abhishek.,Tellis, Gerard.,Frances, Philip Hans. () "Volatility Spillovers Across User Generated Content and Stock Market Performance", under revision for 2nd submission to International Journal of Research in Marketing.
Zhang, Wayne.,Tellis, Gerard.,MacInnis, Debbie. () "Content Drivers of Virality: The Case of YouTube video Ads", being revised for 4th submission to Journal of Marketing.
Tellis, Gerard.,Funk, Jeffrey. () "Accelerations, Limits, and Punctuated Change: Real and Illusionary Patterns of Change in Technological Evolution", under revision for 2nd submission to Marketing Science.
Chandrasekaran, Deepa.,Tellis, Gerard.,James, Gareth. () "Technological Leapfrogging: When, How, and Why Emerging Markets Catch-up or Pass Developed Markets in the Adoption of new Products", under first review Management Science.
Saaskarjavi, Maria.,Tellis, Gerard. () "Creativity Templates for Radical Innovation", under 1st review at Marketing Science.
Borah, Abhishek.,Tellis, Gerard. () "Is All That Twitters Gold? Market Returns to Conversations on Twitter", under first review at Management Science Science.
Li, Ying.,Tellis, Gerard. () "Is China Uniform? Intra-Province Differences in the Takeoff of New Products", Technovation, 47, 1-13.
Banerjee, Sourindra.,Prabhu, Jaideep.,Tellis, Gerard. () "Role of Owners and Leaders in Fostering Innovation and Creating Wealth", under 1st review at Journal of Marketing.
Palacios, Xavier.,Tellis, Gerard. () "Dive and Disruption of Current Successful Products: Measures, Patterns, and Predictive Model ", Journal of Product Innovation Management, 33, 53-68.
Spann, Martin.,Fischer, Marc.,Tellis, Gerard. () "Skimming or Penetration? Dynamic Pricing Strategies for New Products", Marketing Science, 34, 235-249.
Tellis, Gerard. () "The Columbus Effect: Pioneering is glorious, but later entrants are often the ones who see the true potential of discoveries", Wall Street Journal.
Rubera, Gaia.,Tellis, Gerard. () "Spinoffs versus Buyouts: Alternate Routes to the Commercialization of Innovations", Strategic Management Journal, 35, 2043-2052.
Tellis, Gerard. () "“Stock Market Returns to Financial Innovations During and Before the Financial Crisis in US and Europe,” ", Journal of Product Innovation Management, 31, 973-986.
Tirunillai, Seshadri.,Tellis, Gerard. () "Mining Marketing Meaning from Online Chatter: Analysis of Big Data Using Latent Dirichlet Allocation", Journal of Marketing Research, LI, , 463-479.
Borah, Abhishek.,Tellis, Gerard. () "Make, Buy, or Ally: Choice and Payoff to Alternate Routes to Innovation", Marketing Science, 33, 114-133.
Tellis, Gerard. () "A Revolution in Marketing Measurement", DM News.
Johnson, Jospeh.,Tellis, Gerard.,Ip, Eddie. () "To Whom, When, and How Much to Discount? A Constrained Optimization of Customized Temporal Discounts", Journal of Retailing, 89, 361-373.
Tellis, Gerard. () "Microsoft and Nokia: Marriage Made in Hell?", Forbes Leadership Forum.
Chandrasekaran, Deepa.,Arts, Joep.,Tellis, Gerard.,Frambach, Ruud. () "Pricing in the International Takeoff of New Products", International Journal of Research in Marketing.
Tellis, Gerard. () "Creating a Culture for Unrelenting Innovation", AMA M-World.
Tellis, Gerard. () "No Growth? Has Innovation Stalled", Sales and Service Excellence, May 2013, p. 11.
Tellis, Gerard. () "Are you cursed by your own success?", CNBC Bullish on Books.
Tellis, Gerard. () "Toyota's Gamble on the Prius", Financial Times/Management.
Tellis, Gerard. () "Is Apple Cursed", CNN-Money/Fortune.
Tellis, Gerard. () "The Biggest Risk of All: Not Innovating", Risk Management.
Tellis, Gerard. () "What Does "Out-Innovate the World" Mean Today?", Xconomy.
Tellis, Gerard. () "Pamper Your Mavericks", FastCompany.
Tellis, Gerard. () "Is Unrelenting Innovation Possible?", Management
Tellis, Gerard. () "Unrelenting Innovation: How to Build a Culture for Market Dominance", Jossey-Bass, a division of Wiley.
Tellis, Gerard. () "Is the US Really Losing Its Innovative Edge", CIO Network.
Sood, Ashish.,James, Gareth.,Tellis, Gerard.,Zhu, Ji. () "Predicting the Path of Technological Innovation: SAW Versus Moore, Bass, Gompertz, and Kryder", Marketing Science, 31, 964-979.
Tirunillai, Seshadri.,Tellis, Gerard. () "Does Chatter Really Matter? Dynamics of Online User Generated Data and Stock Market Performance", Marketing Science, 3, 198-215.
Chandrasekaran, Deepa.,Tellis, Gerard. () "Getting a Grip on the Saddle: Chasms or Cycles?", Journal of Marketing.
Sethuraman, Raj.,Tellis, Gerard.,Briesch, Richard. () "How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity", Journal of Marketing Research.
Tellis, Gerard.,Ashish. () "Challenges of Technological Evolution in Contemporary Markets", Ernst & Young Thought Leadership Magazine.
Koslow, Scott.,Tellis, Gerard. () "What Scanner Panel Data Tell Us About Advertising: A Detective Story with a Dark Twist", Journal of Advertising Research.
Spann, Martin.,Fischer, Marc.,Tellis, Gerard. () "Analysis of Penetration versus Skimming Strategies for New Products", Journal of Marketing Research.
Borah, Abhisehk.,Tellis, Gerard. () "To Make or Not to Make: Returns of Make versus Buy Innovations", Marketing Science.
Rubera, Gaia.,Tellis, Gerard. () "Alternate Routes to Innovation: Spinoffs versus Buyouts", Journal of Marketing.
Tellis, Gerard.,Chandrasekaran, Deepa. () "Does Culture Matter? Assessing Biases in Cross-National Survey Research", International Journal of Research in Marketing, 27, 329-341.
Tellis, Gerard. () "Do Network Effects Warm or Chill A Budding Market?", International Journal of Research in Marketing, 27, 21-22.
Sood, Ashish.,Tellis, Gerard. () "Do Innovations Really Payoff?", PDMA Visions, 33.
Tellis, Gerard.,Tellis, Kethan. () "A Critical Review and Integration of Research on Advertising in a Recession,", Journal of Advertising Research, 49.
Sood, Ashish.,Tellis, Gerard. () "Do Innovations Ever Payoff? Total Stock Market Returns to Innovation", Marketing Science, 28, 442-456.
Tellis, Gerard. () "Generalizations About Advertising Effectiveness in Markets", Journal of Advertising Research, 49, 240-245.
Tellis, Gerard.,Yin, Eden.,Bell, Simon. () "Global Consumer Innovativeness: Country Differences and Individual Commonalities", Journal of International Marketing, 17, 1-22.
Tellis, Gerard. () "A Lesson for Detroit – Tata Nano", San Francisco Chronicle.
Tellis, Gerard.,Niraj, Rakesh.,Yin, Eden. () "Does Quality Win: Network Effects versus Quality in the Success of High Tech Products", Journal of Marketing Research, XLVI, 135-149.
Tellis, Gerard.,Yin, Eden.,Niraj, Rakesh. () "Why and How Quality Wins Over Network Effects and What It Means", Journal of Marketing Research, XLVI, 160-161.
Tellis, Gerard.,Chandy, Rajesh.,Prabhu, Jaideep. () "Innovation of Firms Across Nations: The Pre-Eminence of Corporate Culture", Journal of Marketing, 73, 3-23.
Tellis, Gerard. () "A Lesson for Detroit", San Francisco Chronicle.
Sood, Ashish.,Tellis, Gerard. () "Do Innovations Really Payoff?", E&Y Thought Leadership Magazine, 1.
Sood, Ashish.,James, Gareth.,Tellis, Gerard. () "Functional Regression: A New Model for Predicting Market Penetration of New Products", Marketing Science, 28, 36-51.
Tellis, Gerard.,Chandrasekaran, Deepa. () "Global Takeoff", Empirical Generalizations About Marketing Impact.
Tellis, Gerard. () "Overall Advertising Impact", Empirical Generalizations About Marketing Impact.
Tellis, Gerard.,Ashish. () "How to Back the Right Technology", Wall Street Journal.
Chandrasekaran, Deepa.,Tellis, Gerard. () "Global Takeoff of New Products: Cutlure, Wealth, or Vanishing Differences", Marketing Science, 27, 844-860.
Tellis, Gerard. () "Important Research Questions in Technology and Innovation", Industrial Marketing Management, 36, 629-632.
Johnson, Joseph.,Tellis, Gerard. () "Drivers of Success for Market Entry into China and Inida", Journal of Marketing, 72, 1-13.
Tellis, Gerard.,Johnson, Jospeh. () "The Value of Quality: Stock Market Returns to Published Reviews of Quality", Marketing Science.
Tellis, Gerard.,Chandrasekaran, Deepa. () "Diffusion of New Products: A Critical Review of Models, Drivers, and Findings", Review of Marketing, 3, 39-80.
Stremersch, Stefan.,Tellis, Gerard.,Franses, Philip.,Binken, l. () "Indirect Network Effects in New Product Growth", Journal of Marketing.
Hauser, John.,Tellis, Gerard.,Griffin, Abbie. () "Research on Innovation and New Products: A Review and Agenda for Marketing Science", Marketing Science, 25, 687-717.
Tellis, Gerard.,Ambler, Tim. () "Handbook of Advertising", Sage Publications.
Tellis, Gerard. () "Disruptive Technology or Visionary Leadership?", Journal of Product Innovation and Management, 23, 34-38.
Spann, Martin.,Tellis, Gerard. () "Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions", Journal of Marketing, 40, 65-78.
Tellis, Gerard. () "Modeling the Marketing Mix", Sage Publications.
Tellis, Gerard.,Franses, Philip. () "Optimal Data Interval for Econometric Models of Advertising", Marketing Science.
Johnson, Joseph.,Tellis, Gerard.,MacInnis, Deborah. () "Winners, Losers, and Biased Trades", Journal of Consumer Research, 32, 324-330.
Tellis, Gerard.,Chandy, Rajesh.,MacInnis, Deborah.,Thaivanich, Pattana. () "Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, and for How Long?", Marketing Science, 24.
Sood, Ashish.,Tellis, Gerard. () "Technological Evolution and Radical Innovations", Journal of Marketing, 69, 152-168.
Tellis, Gerard. () "Advertising's Role in Capitalist Markets: What We Know and Where We Go From Here", Journal of Advertising, 45, 162-170.
Johnson, Joseph.,Tellis, Gerard. () "Blowing Bubbles: Heuristics and Biases in the Run-Up of Stock Prices", Journal of Academy of Marketing Science, 33, 486-504.
Stremersch, Steven.,Tellis, Gerard. () "Managing International Growth of New Products", International Journal of Research in Marketing, 21, 421-438.
Tellis, Gerard. () "Is the European Union One Market", New England Journal of Marketing, 9-10.
Foster, Joseph.,Golder, Peter.,Tellis, Gerard. () "Predicting Takeoff for Whirlpool's New Personal Valet", Marketing Science, 23, 182-185.
Tellis, Gerard. () "Effective Advertising: How, When, and Why Advertising Works", Sage Publications.
Golder, Peter.,Tellis, Gerard. () "Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle", Marketing Science, 23, 180-191.
Tellis, Gerard. () "Historical Research in Marketing Strategy: Method, Myths, and Promise", Cool Tools for Marketing Strategy, Cool Tools for Marketing Strategy.
Tellis, Gerard.,Yin, Yiding. () "Network Effects, Path Dependence or Quality: What Drives the Success of New High Tech Products?", Journal of Marketing Research.
Tellis, Gerard.,Johnson, Joseph. () "Stock Market Innovation Versus Quality", Marketing Science.
Sood, Ashish.,Tellis, Gerard. () "The S-Curve of Technological Innovation: Strategic Law or Self-Fulfilling Prophecy?", Marketing Science Institute Working Paper, no 04-116.
Tellis, Gerard.,Stremersch, Stefan.,Yin, Eden. () "The International Takeoff of New Products: Economics, Culture, and Country Innovativeness", Marketing Science, 22, 161-187.
Sethuraman, Raj.,Tellis, Gerard. () "Does Manufacturer Advertising Suppress or Stimulate Retail Price Promotion? Analytical Models and Empirical Analysis", Journal of Retailing, 78, 253-263.
Tellis, Gerard.,Golder, Peter. () "The Early Bird Misses the Worm", US Industry Today, 5, 7.
Stremersch, Stefan.,Tellis, Gerard. () "Strategic Bundling of Products and Prices: A New Synthesis for Marketing", Journal of Marketing, 66, 55-72.
Golder, Peter.,Tellis, Gerard. () "Let the Markets Regulate Microsoft", Los Angeles Times.
Chandy, Rajesh.,Tellis, Gerard.,MacInnis, Deborah.,Thaivanich, Pattana. () "What to Say When: Advertising Appeals in Evolving Markets", Journal of Marketing Research, 38, 399-414.
Stremersch, Stefan.,Tellis, Gerard.,Franses, Philip. () "Does it Really Take Two to Tango? Modeling Indirect Network Effects in Hardware and Software Growth", Journal of Marketing.
Tellis, Gerard.,Golder, Peter. () "Will and Vision: How Latecomers Grow to Dominate Markets", McGraw-Hill.
Ackerman, David.,Tellis, Gerard. () "Can Culture Affect Prices?: A Cross-Cultural Study of Shopping and Retail Prices", Journal of Retailing, 77, 57-82.
Chandy, Rajesh.,Tellis, Gerard. () "The Incumbents' Curse? Incumbency, Size, and Radical Product Innovation", Journal of Marketing, 64, 1-17.
Tellis, Gerard. () "Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long?", Journal of Marketing Research, 37, 32-46.
Prabhu, Jaideep.,Tellis, Gerard. () "Do Consumers Ever Learn? Findings from an Experimental Market", Journal of Behavior Decision Making, 13, 19-34.
Chandy, Rajesh.,Tellis, Gerard. () "Leader's Curse: Incumbency, Size and Radical Innovation", Marketing Science Report No. 00-100, Marketing Science Institute.
Tellis, Gerard.,Ackerman, David.,Chandy, Rajesh. () "In Search of Diversity: The Record of Major Marketing Journals", Journal of Marketing Research, 36, 120-131.
Tellis, Gerard.,Chandy, Rajesh. () "Decomposing the Effects of Direct Advertising: Which Ad Works, When Where, and How Often", MSI Working Paper, 99-118.
Tellis, Gerard. () "Advertising and Sales Promotion Strategy", Addison-Wesley.
Chandy, Rajesh.,Tellis, Gerard. () "Organizing for Radical Product Innovation", Journal of Marketing Research.
Fisher, Robert.,Tellis, Gerard. () "Removing Social Desirability Bias with Indirect Questioning: Is the Cure Worse than the Disease?", Advances in Consumer Research, 15, 563-567.
Golder, Peter.,Tellis, Gerard. () "Beyond Diffusion: An Affordability Model for the Growth of Consumer Durables", Journal of Forecasting, 17, 259-280.
Tellis, Gerard. () "Effective Frequency: One Exposure or Three Factors", 37, 75-80.
Golder, Peter.,Tellis, Gerard. () "Will It ever Fly? Modeling the Takeoff of New Consumer Durable", Marketing Science, 16, 256-270.
Tellis, Gerard. () "Review of "The New Marketing Research Systems"", Journal of Marketing Research, 33, 114-115.
Tellis, Gerard.,Golder, Peter. () "First to Market, First to Fail? The Real Causes of Enduring Market Leadership", Sloan Manager Review, 37, 65-75.
Tellis, Gerard.,Zufryden, Fred. () "Cracking the Retailer's Decision Problem: Which Brand to Discount, How Much, When and Why?", Marketing Science, 14, 271-299.
Tellis, Gerard.,Weiss, Doyle. () "Does TV Advertising Really Affect Sales?", Journal of Advertising, 24, 1-12.
Tellis, Gerard. () "Modeling the Effects of Advertising in Contemporary Markets: Research Findings and Opportunities", Attention, Attitude, and Affect in Response to Advertising, Lawrence Erlbaum Associates.
Tellis, Gerard. () "Is Reference Price Based on Context or Experience? An analysis of Consumers' Brand Choices", Journal of Marketing, 58, 10-22.
Golder, Peter.,Tellis, Gerard. () "Pioneering Advantage: Marketing Fact or Marketing Legend", Journal of Marketing Research, 30, 158-170.
Ghosh, Amit.,Kumar, V.,Tellis, Gerard. () "A Decomposition of Repetitive Response Behavior", Marketing Letters, 3, 407-417.
Golder, Peter.,Tellis, Gerard. () "Do Pioneers Really Have Longterm Advantage? A Historical Analysis", MSI Working Paper No 92-124.
Sethuraman, Raj.,Tellis, Gerard. () "An Analysis of the Tradeoff Between Advertising and Pricing", Journal of Marketing Research, 31, 160-174.
Tellis, Gerard.,Gaeth, Gary. () "Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices", Journal of Marketing, 54, 34-45.
Tellis, Gerard. () "Interpreting Advertising and Price Elasticities", Journal of Advertising Research, 29, 40-43.
Tellis, Gerard. () "Creative Pricing of Products and Services", The Pricing Decision, Probus Publishing Company.
Tellis, Gerard. () "The Impact of Corporate Size and Strategy On Competitive Pricing", Strategic Management Journal, 10, 569-585.
Tellis, Gerard. () "Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice", Journal of Marketing Research, 15, 134-144.
Tellis, Gerard.,Fornell, Claes. () "Advertising and Quality Over the Product Life Cycle: A Contingency Theory", Journal of Marketing Research, 15, 64-71.
Tellis, Gerard. () "The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models", Journal of Marketing Research.
Tellis, Gerard. () "Creative Pricing of Medical Services", Journal of Medical Practice Management, 3, 120-124.
Tellis, Gerard. () "Consumer Purchasing Strategies and the Information in Retail Prices", Journal of Retailing, 63, 279-297.
Tellis, Gerard.,Wernerfelt, Birger. () "Competitive Price and Quality Under Asymmetric Information", Marketing Science, 6, 240-253.
Tellis, Gerard. () "Beyond the Many Faces of Price: An Integration of Pricing Strategies", Journal of Marketing, 50, 146-160.
Tellis, Gerard.,Gaeth, Gary.,Clark, Lynn. () "The Impact of External Information and Experience on Consumer Inference and Choice", Marketing Communications: Theory and Research, A.M.A..
Tellis, Gerard.,Zinkhan, George. () "BIDSIM: Using a Competitive Bidding Simulation to Highlight Pricing Issues", Journal of Marketing Education, 48-55.
Fornell, Claes.,Tellis, Gerard.,Zinkhan, George. () "Validity Assessment: A Structural Equations Approach Using Partial Least Squares", An Assessment of Marketing Thought and Practice, A.M.A..
Tellis, Gerard.,Crawford, C. () "An Evolutionary Approach to Product Growth Theory", Journal of Marketing, 45, 125-132.
Tellis, Gerard.,Crawford, C. () "An Analysis of the U.S. Innovation Rate", Marketing Environment: New Theories and Applications, American Marketing Association, 47, 280-285.
Crawford, C.,Tellis, Gerard. () "The Technological Innovation Controversy", Business Horizons, 24, 76-88.