Gerard Tellis

Jerry and Nancy Neely Chair in American Enterprise, Director of the Institute for Outlier Research in Business & Professor of Marketing
Room / Office

PhD, University of Michigan - Ann Arbor; MA, Xavier School of Management: BS, University of Bombay

Gerard J Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research in Marketing, 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 7 books and over 200 papers ( ) that have won over 27,000 citations in Google Scholar. His publications have won over 20 awards. He is President-elect of ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research.
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Sajeev Nair, Sivaramakrishnan Siddarth, Gerard Tellis () "The Impact of Price and Reviewing Frequency on Ratings of Restaurants ,".
Yanhao "Max" Wei, Jihoon Hong, Gerard Tellis () "Machine Learning for Creativity: How Similarity Networks Help to Design Winning Projects in Crowdfunding? ,"  Journal of Marketing.
Noah Bergen, Joseph Johnson, Gerard Tellis () "Fooled by Success: How, Where, and Why Disclosures Work or Fail in Ads for Mutual Funds ,"  Journal of Marketing and Public Policy.
Deepa Chandrasekaran, Gerard Tellis, Gareth James () "Leapfrogging, Survival, and Disruption in High Tech Markets: The Critical Role of Disengagement ,"  Accepted for publication Journal of Marketing.
Gerard Tellis, Deborah MacInnis, Seshadri Tirunillai, Wayne Zhang () "What Drives Virality (Sharing) of Online Digital Content?: The Critical Role of Information, Emotion, and Brand Prominence ,"  Journal of Marketing  83, 1-20.
Gerard Tellis () "Effective Advertising and Social Media ,"  Kendall Hunt.
Myrthe van Diejen, Abhishek Borah, Gerard Tellis, Philip Franses () "Big Data Analysis of Volatility Spillovers Across User-Generated Content and Stock Market Performance, ,"  Industrial Marketing Management  forthcoming.
Gerard Tellis () "Do Brands Compete or Co-exist? ,"  European Journal of Marketing.
Gerard Tellis () "How Transformative Innovations Shaped the Rise of Nations: From Acient Rome to Modern America ,"  Anthem Press.
Gerard Tellis () "Silicon Envy: How Global Innovation Clusters Hurt or Stimulate Each Other across Developed and Emerging Markets, ,"  Journal of International Business Studies.
Seshadri Tirunillai, Gerard Tellis () "Does Offline Advertising Affect Online Chatter: Synthetic Control Analysis of a Quasi-Experiment ,"  Marketing Science  26.
Gerard Tellis () "Interesting and Impactful Research: On Phenomenon, Theory and Writing ,"  Journal of the Academy of Marketing Science  45.
Abhishek Borah, Gerard Tellis () "Is All That Twitters Gold? Market Returns to Conversations on Twitter ,"  under first review at Management Science Science.
Ying Li, Gerard Tellis () "Is China Uniform? Intra-Province Differences in the Takeoff of New Products ,"  Technovation  47, 1-13.
Xavier Palacios, Gerard Tellis () "Dive and Disruption of Current Successful Products: Measures, Patterns, and Predictive Model ,"  Journal of Product Innovation Management  33, 53-68.
Martin Spann, Marc Fischer, Gerard Tellis () "Skimming or Penetration? Dynamic Pricing Strategies for New Products ,"  Marketing Science  34, 235-249.
Gerard Tellis () "The Columbus Effect: Pioneering is glorious, but later entrants are often the ones who see the true potential of discoveries ,"  Wall Street Journal.
Gaia Rubera, Gerard Tellis () "Spinoffs versus Buyouts: Alternate Routes to the Commercialization of Innovations ,"  Strategic Management Journal  35, 2043-2052.
Gerard Tellis () "“Stock Market Returns to Financial Innovations During and Before the Financial Crisis in US and Europe,” ,"  Journal of Product Innovation Management  31, 973-986.
Seshadri Tirunillai, Gerard Tellis () "Mining Marketing Meaning from Online Chatter: Analysis of Big Data Using Latent Dirichlet Allocation ,"  Journal of Marketing Research  LI, , 463-479.
Gerard Tellis () "A Revolution in Marketing Measurement ,"  DM News.
Abhishek Borah, Gerard Tellis () "Make, Buy, or Ally: Choice and Payoff to Alternate Routes to Innovation ,"  Marketing Science  33, 114-133.
Jospeh Johnson, Gerard Tellis, Eddie Ip () "To Whom, When, and How Much to Discount? A Constrained Optimization of Customized Temporal Discounts ,"  Journal of Retailing  89, 361-373.
Gerard Tellis () "Microsoft and Nokia: Marriage Made in Hell? ,"  Forbes Leadership Forum.
Deepa Chandrasekaran, Joep Arts, Gerard Tellis, Ruud Frambach () "Pricing in the International Takeoff of New Products ,"  International Journal of Research in Marketing.
Gerard Tellis () "Creating a Culture for Unrelenting Innovation ,"  AMA M-World.
Gerard Tellis () "No Growth? Has Innovation Stalled ,"  Sales and Service Excellence, May 2013, p. 11.
Gerard Tellis () "Toyota's Gamble on the Prius ,"  Financial Times/Management.
Gerard Tellis () "Are you cursed by your own success? ,"  CNBC Bullish on Books.
Gerard Tellis () "Pamper Your Mavericks ,"  FastCompany.
Gerard Tellis () "Is Apple Cursed ,"  CNN-Money/Fortune.
Gerard Tellis () "The Biggest Risk of All: Not Innovating ,"  Risk Management.
Gerard Tellis () "What Does "Out-Innovate the World" Mean Today? ,"  Xconomy.
Gerard Tellis () "Is Unrelenting Innovation Possible? ,"  Management
Gerard Tellis () "Unrelenting Innovation: How to Build a Culture for Market Dominance ,"  Jossey-Bass, a division of Wiley.
Gerard Tellis () "Is the US Really Losing Its Innovative Edge ,"  CIO Network.
Ashish Sood, Gareth James, Gerard Tellis, Ji Zhu () "Predicting the Path of Technological Innovation: SAW Versus Moore, Bass, Gompertz, and Kryder ,"  Marketing Science  31, 964-979.
Seshadri Tirunillai, Gerard Tellis () "Does Chatter Really Matter? Dynamics of Online User Generated Data and Stock Market Performance ,"  Marketing Science  3, 198-215.
Deepa Chandrasekaran, Gerard Tellis () "Getting a Grip on the Saddle: Chasms or Cycles? ,"  Journal of Marketing.
Raj Sethuraman, Gerard Tellis, Richard Briesch () "How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity ,"  Journal of Marketing Research.
Scott Koslow, Gerard Tellis () "What Scanner Panel Data Tell Us About Advertising: A Detective Story with a Dark Twist ,"  Journal of Advertising Research.
Gerard Tellis, Ashish () "Challenges of Technological Evolution in Contemporary Markets ,"  Ernst & Young Thought Leadership Magazine.
Gaia Rubera, Gerard Tellis () "Alternate Routes to Innovation: Spinoffs versus Buyouts ,"  Journal of Marketing.
Martin Spann, Marc Fischer, Gerard Tellis () "Analysis of Penetration versus Skimming Strategies for New Products ,"  Journal of Marketing Research.
Abhisehk Borah, Gerard Tellis () "To Make or Not to Make: Returns of Make versus Buy Innovations ,"  Marketing Science.
Gerard Tellis, Deepa Chandrasekaran () "Does Culture Matter? Assessing Biases in Cross-National Survey Research ,"  International Journal of Research in Marketing  27, 329-341.
Gerard Tellis () "Do Network Effects Warm or Chill A Budding Market? ,"  International Journal of Research in Marketing  27, 21-22.
Ashish Sood, Gerard Tellis () "Do Innovations Really Payoff? ,"  PDMA Visions  33.
Gerard Tellis, Kethan Tellis () "A Critical Review and Integration of Research on Advertising in a Recession, ,"  Journal of Advertising Research  49.
Ashish Sood, Gerard Tellis () "Do Innovations Ever Payoff? Total Stock Market Returns to Innovation ,"  Marketing Science  28, 442-456.
Gerard Tellis () "Generalizations About Advertising Effectiveness in Markets ,"  Journal of Advertising Research  49, 240-245.
Gerard Tellis, Eden Yin, Simon Bell () "Global Consumer Innovativeness: Country Differences and Individual Commonalities ,"  Journal of International Marketing  17, 1-22.
Gerard Tellis () "A Lesson for Detroit – Tata Nano ,"  San Francisco Chronicle.
Gerard Tellis, Rakesh Niraj, Eden Yin () "Does Quality Win: Network Effects versus Quality in the Success of High Tech Products ,"  Journal of Marketing Research  XLVI, 135-149.
Gerard Tellis, Eden Yin, Rakesh Niraj () "Why and How Quality Wins Over Network Effects and What It Means ,"  Journal of Marketing Research  XLVI, 160-161.
Gerard Tellis, Rajesh Chandy, Jaideep Prabhu () "Innovation of Firms Across Nations: The Pre-Eminence of Corporate Culture ,"  Journal of Marketing  73, 3-23.
Ashish Sood, Gerard Tellis () "Do Innovations Really Payoff? ,"  E&Y Thought Leadership Magazine  1.
Ashish Sood, Gareth James, Gerard Tellis () "Functional Regression: A New Model for Predicting Market Penetration of New Products ,"  Marketing Science  28, 36-51.
Gerard Tellis, Deepa Chandrasekaran () "Global Takeoff ,"  Empirical Generalizations About Marketing Impact.
Gerard Tellis () "Overall Advertising Impact ,"  Empirical Generalizations About Marketing Impact.
Gerard Tellis () "A Lesson for Detroit ,"  San Francisco Chronicle.
Gerard Tellis, Ashish () "How to Back the Right Technology ,"  Wall Street Journal.
Deepa Chandrasekaran, Gerard Tellis () "Global Takeoff of New Products: Cutlure, Wealth, or Vanishing Differences ,"  Marketing Science  27, 844-860.
Gerard Tellis () "Important Research Questions in Technology and Innovation ,"  Industrial Marketing Management  36, 629-632.
Joseph Johnson, Gerard Tellis () "Drivers of Success for Market Entry into China and Inida ,"  Journal of Marketing  72, 1-13.
Gerard Tellis, Jospeh Johnson () "The Value of Quality: Stock Market Returns to Published Reviews of Quality ,"  Marketing Science.
Gerard Tellis, Deepa Chandrasekaran () "Diffusion of New Products: A Critical Review of Models, Drivers, and Findings ,"  Review of Marketing  3, 39-80.
Stefan Stremersch, Gerard Tellis, Philip Franses, l Binken () "Indirect Network Effects in New Product Growth ,"  Journal of Marketing.
Gerard Tellis, Tim Ambler () "Handbook of Advertising ,"  Sage Publications.
John Hauser, Gerard Tellis, Abbie Griffin () "Research on Innovation and New Products: A Review and Agenda for Marketing Science ,"  Marketing Science  25, 687-717.
Gerard Tellis () "Disruptive Technology or Visionary Leadership? ,"  Journal of Product Innovation and Management  23, 34-38.
Martin Spann, Gerard Tellis () "Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions ,"  Journal of Marketing  40, 65-78.
Gerard Tellis () "Modeling the Marketing Mix ,"  Sage Publications.
Gerard Tellis, Philip Franses () "Optimal Data Interval for Econometric Models of Advertising ,"  Marketing Science.
Joseph Johnson, Gerard Tellis, Deborah MacInnis () "Winners, Losers, and Biased Trades ,"  Journal of Consumer Research  32, 324-330.
Ashish Sood, Gerard Tellis () "Technological Evolution and Radical Innovations ,"  Journal of Marketing  69, 152-168.
Gerard Tellis, Rajesh Chandy, Deborah MacInnis, Pattana Thaivanich () "Modeling the Micro Effects of Television Advertising: Which Ad Works, When, Where, and for How Long? ,"  Marketing Science  24.
Gerard Tellis () "Advertising's Role in Capitalist Markets: What We Know and Where We Go From Here ,"  Journal of Advertising  45, 162-170.
Joseph Johnson, Gerard Tellis () "Blowing Bubbles: Heuristics and Biases in the Run-Up of Stock Prices ,"  Journal of Academy of Marketing Science  33, 486-504.
Steven Stremersch, Gerard Tellis () "Managing International Growth of New Products ,"  International Journal of Research in Marketing  21, 421-438.
Gerard Tellis () "Is the European Union One Market ,"  New England Journal of Marketing, 9-10.
Joseph Foster, Peter Golder, Gerard Tellis () "Predicting Takeoff for Whirlpool's New Personal Valet ,"  Marketing Science  23, 182-185.
Gerard Tellis () "Effective Advertising: How, When, and Why Advertising Works ,"  Sage Publications.
Peter Golder, Gerard Tellis () "Going, Going, Gone: Cascades, Diffusion, and Turning Points of the Product Life Cycle ,"  Marketing Science  23, 180-191.
Gerard Tellis () "Historical Research in Marketing Strategy: Method, Myths, and Promise ,"  Cool Tools for Marketing Strategy  Cool Tools for Marketing Strategy.
Gerard Tellis, Yiding Yin () "Network Effects, Path Dependence or Quality: What Drives the Success of New High Tech Products? ,"  Journal of Marketing Research.
Gerard Tellis, Joseph Johnson () "Stock Market Innovation Versus Quality ,"  Marketing Science.
Ashish Sood, Gerard Tellis () "The S-Curve of Technological Innovation: Strategic Law or Self-Fulfilling Prophecy? ,"  Marketing Science Institute Working Paper, no 04-116.
Gerard Tellis, Stefan Stremersch, Eden Yin () "The International Takeoff of New Products: Economics, Culture, and Country Innovativeness ,"  Marketing Science  22, 161-187.
Raj Sethuraman, Gerard Tellis () "Does Manufacturer Advertising Suppress or Stimulate Retail Price Promotion? Analytical Models and Empirical Analysis ,"  Journal of Retailing  78, 253-263.
Gerard Tellis, Peter Golder () "The Early Bird Misses the Worm ,"  US Industry Today  5, 7.
Stefan Stremersch, Gerard Tellis () "Strategic Bundling of Products and Prices: A New Synthesis for Marketing ,"  Journal of Marketing  66, 55-72.
Peter Golder, Gerard Tellis () "Let the Markets Regulate Microsoft ,"  Los Angeles Times.
Rajesh Chandy, Gerard Tellis, Deborah MacInnis, Pattana Thaivanich () "What to Say When: Advertising Appeals in Evolving Markets ,"  Journal of Marketing Research  38, 399-414.
David Ackerman, Gerard Tellis () "Can Culture Affect Prices?: A Cross-Cultural Study of Shopping and Retail Prices ,"  Journal of Retailing  77, 57-82.
Stefan Stremersch, Gerard Tellis, Philip Franses () "Does it Really Take Two to Tango? Modeling Indirect Network Effects in Hardware and Software Growth ,"  Journal of Marketing.
Gerard Tellis, Peter Golder () "Will and Vision: How Latecomers Grow to Dominate Markets ,"  McGraw-Hill.
Rajesh Chandy, Gerard Tellis () "The Incumbents' Curse? Incumbency, Size, and Radical Product Innovation ,"  Journal of Marketing  64, 1-17.
Gerard Tellis () "Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long? ,"  Journal of Marketing Research  37, 32-46.
Jaideep Prabhu, Gerard Tellis () "Do Consumers Ever Learn? Findings from an Experimental Market ,"  Journal of Behavior Decision Making  13, 19-34.
Rajesh Chandy, Gerard Tellis () "Leader's Curse: Incumbency, Size and Radical Innovation ,"  Marketing Science Report No. 00-100  Marketing Science Institute.
Gerard Tellis, David Ackerman, Rajesh Chandy () "In Search of Diversity: The Record of Major Marketing Journals ,"  Journal of Marketing Research  36, 120-131.
Gerard Tellis, Rajesh Chandy () "Decomposing the Effects of Direct Advertising: Which Ad Works, When Where, and How Often ,"  MSI Working Paper, 99-118.
Robert Fisher, Gerard Tellis () "Removing Social Desirability Bias with Indirect Questioning: Is the Cure Worse than the Disease? ,"  Advances in Consumer Research  15, 563-567.
Peter Golder, Gerard Tellis () "Beyond Diffusion: An Affordability Model for the Growth of Consumer Durables ,"  Journal of Forecasting  17, 259-280.
Gerard Tellis () "Advertising and Sales Promotion Strategy ,"  Addison-Wesley.
Rajesh Chandy, Gerard Tellis () "Organizing for Radical Product Innovation ,"  Journal of Marketing Research.
Gerard Tellis () "Effective Frequency: One Exposure or Three Factors ,"  37, 75-80.
Peter Golder, Gerard Tellis () "Will It ever Fly? Modeling the Takeoff of New Consumer Durable ,"  Marketing Science  16, 256-270.
Gerard Tellis () "Review of "The New Marketing Research Systems" ,"  Journal of Marketing Research  33, 114-115.
Gerard Tellis, Peter Golder () "First to Market, First to Fail? The Real Causes of Enduring Market Leadership ,"  Sloan Manager Review  37, 65-75.
Gerard Tellis, Fred Zufryden () "Cracking the Retailer's Decision Problem: Which Brand to Discount, How Much, When and Why? ,"  Marketing Science  14, 271-299.
Gerard Tellis, Doyle Weiss () "Does TV Advertising Really Affect Sales? ,"  Journal of Advertising  24, 1-12.
Gerard Tellis () "Modeling the Effects of Advertising in Contemporary Markets: Research Findings and Opportunities ,"  Attention, Attitude, and Affect in Response to Advertising  Lawrence Erlbaum Associates.
Gerard Tellis () "Is Reference Price Based on Context or Experience? An analysis of Consumers' Brand Choices ,"  Journal of Marketing  58, 10-22.
Peter Golder, Gerard Tellis () "Pioneering Advantage: Marketing Fact or Marketing Legend ,"  Journal of Marketing Research  30, 158-170.
Amit Ghosh, V Kumar, Gerard Tellis () "A Decomposition of Repetitive Response Behavior ,"  Marketing Letters  3, 407-417.
Peter Golder, Gerard Tellis () "Do Pioneers Really Have Longterm Advantage? A Historical Analysis ,"  MSI Working Paper No 92-124.
Raj Sethuraman, Gerard Tellis () "An Analysis of the Tradeoff Between Advertising and Pricing ,"  Journal of Marketing Research  31, 160-174.
Gerard Tellis, Gary Gaeth () "Best-Value, Price-Seeking and Price Aversion: The Impact of Information and Learning on Consumer Choices ,"  Journal of Marketing  54, 34-45.
Gerard Tellis () "Interpreting Advertising and Price Elasticities ,"  Journal of Advertising Research  29, 40-43.
Gerard Tellis () "The Impact of Corporate Size and Strategy On Competitive Pricing ,"  Strategic Management Journal  10, 569-585.
Gerard Tellis () "Creative Pricing of Products and Services ,"  The Pricing Decision  Probus Publishing Company.
Gerard Tellis () "Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice ,"  Journal of Marketing Research  15, 134-144.
Gerard Tellis, Claes Fornell () "Advertising and Quality Over the Product Life Cycle: A Contingency Theory ,"  Journal of Marketing Research  15, 64-71.
Gerard Tellis () "The Price Sensitivity of Competitive Demand: A Meta-Analysis of Sales Response Models ,"  Journal of Marketing Research.
Gerard Tellis () "Consumer Purchasing Strategies and the Information in Retail Prices ,"  Journal of Retailing  63, 279-297.
Gerard Tellis () "Creative Pricing of Medical Services ,"  Journal of Medical Practice Management  3, 120-124.
Gerard Tellis, Birger Wernerfelt () "Competitive Price and Quality Under Asymmetric Information ,"  Marketing Science  6, 240-253.
Gerard Tellis () "Beyond the Many Faces of Price: An Integration of Pricing Strategies ,"  Journal of Marketing  50, 146-160.
Gerard Tellis, Gary Gaeth, Lynn Clark () "The Impact of External Information and Experience on Consumer Inference and Choice ,"  Marketing Communications: Theory and Research  A.M.A..
Gerard Tellis, George Zinkhan () "BIDSIM: Using a Competitive Bidding Simulation to Highlight Pricing Issues ,"  Journal of Marketing Education, 48-55.
Claes Fornell, Gerard Tellis, George Zinkhan () "Validity Assessment: A Structural Equations Approach Using Partial Least Squares ,"  An Assessment of Marketing Thought and Practice  A.M.A..
Gerard Tellis, C Crawford () "An Evolutionary Approach to Product Growth Theory ,"  Journal of Marketing  45, 125-132.
Gerard Tellis, C Crawford () "An Analysis of the U.S. Innovation Rate ,"  Marketing Environment: New Theories and Applications  American Marketing Association  47, 280-285.
C Crawford, Gerard Tellis () "The Technological Innovation Controversy ,"  Business Horizons  24, 76-88.