Reasearch Interests:
Quantitative Marketing:
High-Technology and Sports Markets


"The Economic Value of Celebrity Endorsement: Tiger Woods' Impact on Sales of Nike Golf Balls,"
with Kevin Chung and Kannan Srinivasan, Marketing Science,  
Vol. 32, No. 2, March–April 2013, pp. 271–293

"Mixed Bundling in Two-Sided Markets in the Presence of Installed Base Effects," with Yong Chao Management Science, Vol 59, No.8, August 2013, pp.1904-1926                       Mathematica Code

"The Dynamic Effects of Bundling as a Product Strategy," with Vineet Kumar 
Marketing Science, Vol. 32, No. 6, November–December 2013, pp. 827–859  (Lead Article)

"Technological Tying and the Intensity of Price Competition: Empirical Analysis of the Video Game Industry" Quantitative Marketing and Economics, Vol. 12, No. 2, June 2014, pp. 127-165 (Lead Article)

"Firms' Strategic Leverage of Unplanned Advertising: An Analysis in the Context of Celebrity Endorsements " with Hui Li and Kannan Srinivasan (Forthcoming- Journal of Marketing Research)

"Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm Behavior" with Vithala R. Rao, Gary Russell, Hemant Bhargava, Alan Cooke, Hwang Kim, Nanda Kumar, Irwin Levin, Yu Ma, Nitin Mehta, John Pracejus, and R. Venkatesh. (Forthcoming- Customer Needs and Solutions)

Research Paper(s) in Progress:
"An Empirical Analysis of Consumer Purchase Behavior of Base Products and Add-ons" with Xiao Liu and Baohung Sun  (Minor Revision-Marketing Science)

"The Impact of Celebrity Endorsements on Experts' Purchase Decisions: Tiger Woods' Endorsement Effect on Amateur Golfers" (R&R)

"Funding of Innovative Products: Early Investor Preferences" with Kannan Srinivasan (Working Paper)

"Influencing Product Competition through Shelf Design" with Francisco Cisternas and Alan Montgomery
(Working Paper)

"A Conditional Choice Probability Estimator for Dynamic Discrete Choice Models with Aggregate Data" with Vineet Kumar  

(Working Topics)

"Linear vs Non-Linear Streaming: Is Release Timing Informative?"

"Dynamics of Product Line Sequencing" 

"Demand Dynamics in the Mobile Phone Handset Market"