Technology Strategy &
High-Technology and Sports Markets
Empirical Analysis of Consumer Purchase Behavior of Base Products and
Add-ons" with Xiao Liu and
Baohung Sun, Marketing Science Vol. 37, No. 4, July-August 2018, pp 507-684
the Impact of Celebrity Endorsements Across Consumer Segments: An
Empirical Study of Tiger Woods' Endorsement Effect on Golf Equipment" Marketing Letters, Vol. 29, No. 2, June 2018, pp. 123-136
"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., Customer Needs and Solutions, Vol. 5, No1-2, March 2018, pp. 107-120
Strategic Leverage of Unplanned Advertising: An Analysis in the Context
of Celebrity Endorsements "
with Hui Li and Kannan Srinivasan, Journal of Marketing Research, Vol. 55, No. 1, February 2018, pp. 14-34
Tying and the
Empirical Analysis of the Video Game
Marketing and Economics, Vol. 12, No. 2, June 2014, pp.
Dynamic Effects of Bundling as a
Product Strategy," with Vineet
Science, Vol. 32, No. 6,
November–December 2013, pp.
"Mixed Bundling in Two-Sided Markets
Presence of Installed Base
with Yong Chao Management Science, Vol
August 2013, pp.1904-1926
Economic Value of Celebrity Endorsement:
Impact on Sales of Nike Golf Balls,"
with Kevin Chung and
Kannan Srinivasan, Marketing
32, No. 2, March–April
Paper(s) in Progress:
"Small Sample Properties of the Inclusive Value Approximation to Estimating Dynamic Discrete Choice Models with Aggregate Data"
(Revise and Resubmit)
"Funding of Innovative
Products: Exploring Early Investor Preferences"
with Kannan Srinivasan (Submitted)
"Identification and Estimation of Dynamic Discrete Choice Demand Models with Market Level Data" with Cheng Chou and Vineet Kumar (Submitted)
"Should Network Television Enable Consumer Binge Watching?" with Franco Berbeglia, Kannan Srinivasan, and Joseph Xu (Working Paper)
"Influencing Product Competition through Shelf Design" with Francisco Cisternas and Alan Montgomery (Working Paper)