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


"Examining the Impact of Celebrity Endorsements Across Consumer Segments: An Empirical Study of Tiger Woods' Endorsement Effect on Golf Equipment" (Forthcoming-Marketing Letters)

"An Empirical Analysis of Consumer Purchase Behavior of Base Products and Add-ons" with Xiao Liu and Baohung Sun  (Forthcoming-Marketing Science)

"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

"Firms' 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

"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)

"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)

"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 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

Research Paper(s) in Progress:
"Small Sample Properties of the Inclusive Value Approximation to Estimating Dynamic Discrete Choice Models with Aggregate Data" with Vineet Kumar   (Submitted)

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

"Linear vs Non-Linear Television: Is Release Timing Informative?" with Franco Berbeglia, Kannan Srinivasan, and Joseph Xu (Working Paper)

"Identification and Estimation of Dynamic Discrete Demand with Aggregate Data" with Cheng Chou and Vineet Kumar  (Working Paper)

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

(Working Topics)

"Dynamics of Product Line Sequencing" 

"Demand Dynamics in the Mobile Phone Handset Market"