5807 S. Woodlawn Avenue, Chicago, IL 60637

Tel: (773) 702 8015, Fax: (773) 702 0458




Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, Booth School of Business, University of Chicago, Chicago, IL 60637

July 2004 -, Director, PhD program, Booth School of Business, University of Chicago, Chicago, IL 60637

July 1995 -, Professor of Marketing, Booth School of Business, University of Chicago, Chicago, IL 60637

September 2002 – December 2002, Thomas Carroll Ford Foundation Visiting Professor of Marketing, Harvard Business School, Boston, MA 02163

July 1994 - July 1995, Associate Professor of Marketing, S. C. Johnson Graduate School of Management, Cornell University, Ithaca, NY 14853

July 1990 - July 1994, Assistant Professor of Marketing, S. C. Johnson Graduate School of Management, Cornell University, Ithaca, NY 14853



1986-1990, Northwestern University, Evanston, Illinois, Doctor of Philosophy (Field of Marketing)

1984-1986, Indian Institute of Management, Ahmedabad, India, Post Graduate Diploma in Management

1979-1984, Institute of Technology, Banaras Hindu University, India, Bachelor of Technology (Mechanical Engineering)



Investigating brand preferences across social groups and consumption contexts (with Minki Kim), Quantitative Marketing & Economics, forthcoming

Quantifying Transaction Costs in Online and Offline Grocery Channel Choice (with Junhong Chu and Javier Cebollada), Marketing Science, forthcoming

Marketing Models of Consumer Demand (with Harikesh Nair), Marketing Science, forthcoming


A Pre-Diffusion Growth Model of Intentions and Purchase (with Jonathan Lee), Journal of the Academy of Marketing Science, forthcoming


Effect of Marketing Contacts in Business Markets (with V. Kumar, S. Sriram and Anita Luo), Marketing Science, Vol. 30, No. 5, September–October 2011, pp. 924–940


A new multivariate count data model to study multi-category physician prescription behavior (with Puneet Manchanda & Xiaojing Dong), Quantitative Marketing & Economics, Volume 9, Number 3, 301-337 (2011)


An Empirical Test of Warranty Theories in the U.S. Server and Automobile Markets, Journal of Marketing, Vol 75, 2, March 2011


The Effects of Online User Reviews on Movie Box Office Performance: Accounting for Sequential Rollout and Aggregation Across Local Markets (with Sriram Venkataraman and Shyam Gopinath), Marketing Science, 29, 5, 944-957 (2010).


Complementarities and the Demand for Home Broadband Internet Services (with Ting Zhu & Honju Liu),  Marketing Science, 29, 4, 701-720 (2010).


The Effect of Signal Quality and Contiguous Word of Mouth on Customer Acquisition for a Video On Demand Service (with Sungjoon Nam and Puneet Manchanda),  Marketing Science, 29, 4, 690-700 (2010).


Tipping and Concentration in markets with Indirect Network Effects (with J-P Dube and Gunter Hitsch), Marketing Science, 29, 2, 216-249 (2010).


Investigating Consumer Adoption of Related Technology Products (with S Sriram and Manoj Agarwal), Marketing Science, 29, 4, 701-720 (2010).


An Empirical Analysis of Shopping Behavior Across Online and Offline Channels for Grocery Products: The Moderating Effects of Household and Product Characteristics (with Junhong Chu, Marta Arce-Urriza and Javier Cebollada-Calvo), Journal of Interactive Marketing, 24 (2010), 251-268.


Information, Learning and Drug Diffusion: the Case of Cox-2 Inhibitors (Ginger Jin and Renna Jiang), Quantitative Marketing & Economics (2009) 7:399–443


Nonparametric Discrete Choice Models with Unobserved Heterogeneity (with Richard Briesch and Rosa Matzkin), Journal of Business and Economic Statistics, 2010, April 2010, Vol. 28, No. 2, 291-307


Learning Models (with S. Sriram), Review of Marketing Research, 6, 63-83


Retailer Pricing and Competitive Effects (with Praveen Kopalle and others), Journal of Retailing 85 (1, 2009) 56–70


Advertising Strategies in a Franchise System (with Simon-Pierre Sigue), European Journal of Operational Research, 198 (2009), 655-665


How does Assortment Affect Grocery Store Choice? (with Richard Briesch and Ed Fox), Journal of Marketing Research, 46, 2, April 2009


Quantifying the Benefits of Individual Level Targeting In the Presence of Firm Strategic Behavior (with Xiaojing Dong and Puneet Manchanda), Journal of Marketing Research, 46, 2, April 2009


Measuring Marketing-Mix Effects in the Video-Game Console Market (with Harikesh Nair), Journal of Applied Econometrics, Vol. 24, No. 3, 2009, pp. 421-445


Quantifying the Economic Value of Warranties in the U.S. Server Market (with Junhong Chu), Marketing Science, 28, 1, 99-121


A Comparison of Within Household Price Sensitivity Across Online and Offline Channels (with Junhong Chu and Javier Cebollada), Marketing Science, 2008, 27, 2, 283-299


The Role of Self Selection, Usage Uncertainty and Learning in the Demand for Local Telephone Service (with Sridhar Narayanan and Eugenio Miravete), Quantitative Marketing and Economics, 2007, 5: 1-34.


Learning and Exit of New Entrant Discount Airlines From City-Pair Markets (with Ashutosh Dixit), Journal of Marketing, 2007, 71:2, 150-168


A Discrete/Continuous Model for Multi-Category Purchase Behavior of Households (with Inseong Song), Journal of Marketing Research, 2007, Volume XLIV, November, 595-612


Assessing the Economic Value of Distribution Channels: An Application to the PC Industry (with Junhong Chu and Naufel Vilcassm), Journal of Marketing Research, 2007, Volume XLIV, February, 29-41

Endogeneity and Simultaneity in Competitive Pricing and Advertising: A Logit Demand Analysis (with Vrinda Kadiyali and Naufel J. Vilcassim), Journal of Business, 2006, 79, 6, 2761-2787

Structural Modeling in Marketing: Review and Assessment (with Tulin Erdem, Peter Rossi and Michel Wedel), Marketing Science, 25, 6, 604-616


Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets (with S. Sriram and Ramya Neelamegham), Marketing Science, 25, 5, 440-456


Measuring Cross-Category Price Effects Using Aggregate Store Data (with Inseong Song), Management Science, 52, 10, October 2006, 1594-1609


Sole Entrant, Co-optor or Component Supplier: Optimal End-Product Strategies for Manufacturers of Proprietary Component Brands (with R. Venkatesh and Vijay Mahajan), Management Science, 52, 4, 613-622


The Effects of Banner Advertising on Consumer Inter-purchase Times and Expenditures in Digital Environments (with J-P Dube, Puneet Manchanda and Khim-Yong Goh), Journal of Marketing Research, 43 (February) 98-108


Understanding Store Brand Purchase Behavior Across Categories (with Vishal Singh and Karsten Hansen), Marketing Science, 25, 1, 75-90


Accounting for Primary and Secondary Demand Effects with Aggregate Data (with Harikesh Nair and Jean-Pierre Dube), Marketing Science, 24, 3, 2005, 444-460 http:/


Temporal Differences in the Role of Marketing Communication in New Product Categories (with Sridhar Narayanan and Puneet Manchanda), Journal of Marketing Research, XLII, 3, August, 2005


Estimating an SKU-level Brand Choice Model Combining Household Panel Data and Store Data (with J-P Dube), Journal of Marketing Research, XLII, 3, August, 2005

Beyond the endogeneity bias: The effect of unmeasured brand characteristics on household-level brand choice models (with Jean-Pierre Dube and Khim-Yong Goh), Management Science, 51(5), 832-849

Recovering SKU-level Preferences and Response Sensitivities from Market Share Models Estimated on Item Aggregates (with David Bell and Andre Bonfrer), Journal of Marketing Research, Vol. XLII, 169-182, May 2005

Time Varying Competition (with K. Sudhir and Vrinda Kadiyali), Marketing Science, 24, 1, 96-109

Strategic Pricing and Detailing Behavior in International Makets (with Ramarao Desiraju), Marketing Science, 24, 1, 67-80

Diffusion of New Pharmaceutical Drugs in Developing and Developed Nations (with Ramarao Desiraju and Harikesh Nair), International Journal of Research in Marketing, 21, 4, 341-358

Response Modeling with Non-Random Marketing Mix Variables (with Puneet Manchanda and Peter Rossi), Journal of Marketing Research, XLI, 4 (November 2004),

ROI Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing Mix Interactions (with Sridhar Narayanan and Ramarao Desiraju), Journal of Marketing, 68, 4 (October), 90-105

Responsiveness of Physician Prescription Behavior to Salesforce Effort: An Individual Level Analysis (with Puneet Manchanda), Marketing Letters, 2004, 15:2-3, 129-145

Modeling and Forecasting the Sales of Technology Products (with Ramya Neelamegham), Quantitative Marketing & Economics, September 2004, 2, 3, 195-232.


Store brands: Who buys them and what happens to retail prices when they are introduced? (with Andre Bonfrer), Review of Industrial Organization, 24, 2, 195-218 (2004)


Structural Models of Competition: A Marketing Strategy Perspective, Chapter 5 in Assessing Marketing Strategy Performance, Christine Moorman and Donald Lehmann, editors, The Marketing Science Institute, 2004.


The Augmented Latent Class Model: Incorporating Additional Heterogeneity in the Latent Class Model for Panel Data (with Sajeev Varki), Journal of Marketing Research, XLI, May 2004, 226-233.


Empirical Analysis of Indirect Network Effects in the Market for Personal Digital Assistants (with Harikesh Nair & J-P Dube), Quantitative Marketing & Economics, 2, 1, 23-58 (2004).


A Micromodel of New Product Adoption with Heterogeneous and Forward-Looking Consumers: Application to the Digital Camera Category (with Inseong Song), Quantitative Marketing & Economics, 1, 4, 371-407 (2003).


Comment: Bayesian Analysis of Simultaneous Demand and Supply by Yang, Chen and Allenby (with J-P Dube), Quantitative Marketing & Economics, 1, 3, 293-298 (2003).

Balancing Profitability and Customer Welfare in a Supermarket Chain (with J-P Dube and Vishal Singh), Quantitative Marketing & Economics, Inaugural Issue, March 2003, 1, 1, 111-147

Semiparametric Estimation of Brand Choice Behavior (with Richard Briesch and Rosa Matzkin), Journal of the American Statistical Association (JASA), 97, 460, 973-983

The Proportional Hazard Model for Purchase Timing: A Comparison of Alternative Specifications, Journal of Business & Economic Statistics, 21, 3, 368-382

Investigating the Effects of Store Brand Introduction on Retailer Demand and Pricing Behavior (with Andre Bonfrer and Inseong Song), Management Science, 48, 10, 2002

Structural Applications of the Discrete Choice Model (with J-P Dube, et. al.) Marketing Letters, 13:3, 207-220, 2002

Investigating Category Pricing Behavior in a Retail Chain, Journal of Marketing Research, 2002, 39, no. 2 (May 2002): p. 141-154

Endogeneity and Heterogeneity in a Probit Demand Model: Estimation Using Aggregate Data (2001), Marketing Science, 20, 4, 442-456

Market Structure Across Stores: An Application of a Random Coefficients Logit Model with Store Level Data (with J-P Dube and Vishal Singh), Advances in Econometrics, Volume 16, 2002, PH Franses and A Montgomery, editors.

A Panel Data Analysis of Household Brand Choices, Journal of Econometrics, 103 (2001), 111- 153 (with Ekaterini Kyriazidou and Josef Perktold)

Power in Manufacturer-Retailer Interactions: An Empirical Investigation of Pricing in a Local Market, Marketing Science, Spring 2000, 127-148 (with Vrinda Kadiyali and Naufel J. Vilcassim)

Investigating Household State Dependence Effects Across Categories, Journal of Marketing Research, November 1999, 488-500 (with Andrew Ainslie and P.B. Seetharaman)

A Bayesian Model to Forecast New Product Performance in Domestic and International Markets, Marketing Science, 18, 2, 115-136 (with Ramya Neelamegham)

Investigating Dynamic Multi-firm Market Interactions in Price and Advertising, Management Science, 45, 4, April 1999, 499-518 (with Vrinda Kadiyali & Naufel Vilcassim)

Variety Seeking, Purchase Timing and the "Lightning Bolt" Brand Choice Model, Management Science, 45, 4, April 1999, 486-498.

Inertia and Variety Seeking in a Model of Brand Purchase Timing, Marketing Science, 17, 3, 1998, 253-270

Product Line Extensions and Competitive Market Interactions:An Empirical Analysis, Journal of Econometrics, 89, March / April 1999, 339-364 (with Vrinda Kadiyali and Naufel J. Vilcassim)

Measuring the Effects of New Brand Introduction on Inter-Brand Strategic Interaction, European Journal of Operational Research, 118, 2, 315-331.

Representing Heterogeneity in Consumer Response Models, Marketing Letters, 8,3, July 1997 (with W deSarbo and others).

Investigating Purchase Timing Behavior in Two Related Product Categories, Journal of Marketing Research, 35 (February 1998), 43-53 (with Sudeep Haldar)

A Model of Inertia and Variety Seeking, International Journal of Research in Marketing, 15 (1998), 1-17 (with P.B. Seetharaman).

Household Heterogeneity and State Dependence in a Model of Purchase Strings: Empirical Results and Managerial Implications, International Journal of Research in Marketing, 14 (1997), 341-357 (with Sachin Gupta and Dick Wittink).

An Empirical Investigation of the "Dynamic McFadden" Model of Purchase Timing and Brand Choice: Implications for Market Structure, Journal of Business and Economic Statistics, 16, 1, 2-12 (with Alok R. Prasad).

Do Household Scanner Data Provide Representative Inferences from Brand Choices: A Comparison with Store Data, Journal of Marketing Research, November 1996 (with Sachin Gupta, Dick Wittink and Anil Kaul).

Investigating the Effects of a Line Extension / New Brand Introduction on Market Structure, Marketing Letters, 7, 4, 319-328, October 1996.

Empirical Analysis of Competitive Product Line Pricing Decisions: Lead, Follow or Move Together, Journal of Business, 69, 4, 459-488, October 1996 (with Vrinda Kadiyali & Naufel Vilcassim)

A Framework for Analyzing Habits, "Hand-of-Past," and Heterogeneity in Dynamic Brand Choice, Marketing Science, 1996, 15, 3, 280-299 (with Sudeep Haldar and Rishin Roy)

Pricing Strategies in a Dynamic Duopoly: A Differential Game Model, Management Science, November 1996 (with Vithala R. Rao).

Investigating Optimal Retailer Pricing Using Household Scanner Panel Data, Journal of Retailing, 71, 2, 103-128 (with Naufel J. Vilcassim).

Forecasting Restaurant Sales using Self-Selectivity Models, Journal of Retailing and Consumer Services, 4, 2, 117-128 (with Michael S. Morgan)

Investigating the Effects of Marketing Variables and Unobserved Heterogeneity in a Multinomial Probit Model, International Journal of Research in Marketing 1996, 13, 1-15 (with Bo E. Honore).

Empirical Implications of Unobserved Heterogeneity for Manufacturer and Retailer Pricing, Journal of Retailing and Consumer Services, 5, 1, 15-24 (with Naufel Vilcassim)

A Two-Period Repeated Game Advertising Investment Model for Oligopolistic Markets with an Application to the Beer Industry, Decision Sciences 1995, 26, 4 (with Naufel J. Vilcassim).

Dynamic Duopoly Models of Advertising Competition: Estimation and a Specification Tests, Journal of Economics and Management Strategy, 4,1, Spring 1995, 109-131. (with Dipak C. Jain).

Heterogeneous Logit Model Implications for Brand Positioning, Journal of Marketing Research, 31, May 1994, 304-312.

Marketing Investment Decisions in a Dynamic Duopoly: A Model and Empirical Analysis, International Journal of Research in Marketing, 11, 3, 1994, 387-306 (with Naufel J. Vilcassim).

Analyzing Household Brand Choice Behavior Using a Random Coefficients Logit Model, Journal of Business and Economic Statistics, 12, 3, 1994, 317-328 (with Dipak C. Jain and Naufel J. Vilcassim).

On Using Demographic Variables to Determine Segment Membership In Logit Mixture Models, Journal of Marketing Research, 31, February 1994, 128-136 (with Sachin Gupta).

Investigating the Sensitivity of Equilibrium Profits to Advertising Dynamics and Competitive Effects, Management Science , 39(9), September 1993, 1146-1162.

Investigating Purchase Incidence, Brand Choice and Purchase Quantity Decisions of Households, Marketing Science, 12(2) 1993, 184-208.

Estimating a Multinomial Probit Model of Brand Choice Using the Method of Simulated Moments, Marketing Science, 11(4), 1992, 386-407.

Investigating Heterogeneity in Nested Logit Models: A Modeling Approach and Empirical Analysis, International Journal of Research in Marketing, 9, 1992, 161-175.

A Dynamic Model of Channel Member Strategies for Marketing Expenditures, Marketing Science, 11(2), 1992, 168-188 (with Dipak C. Jain).

An Empirical Investigation of Advertising Strategies in a Dynamic Duopoly, Management Science, 38(9), September 1992, 1230-1244 (with Naufel J. Vilcassim).

Investigating Heterogeneity in Brand Preferences in Logit Models for Panel Data, Journal of Marketing Research, 33, November 1991, 417-428 (with Dipak C. Jain and Naufel J. Vilcassim).

Equilibrium Pricing and Advertising Strategies for Nondurable Experience Products in a Dynamic Duopoly, Managerial and Decision Economics, 14, 1993, 221-234 (with Vithala R. Rao, and Naufel J. Vilcassim).

A Study of Manufacturer-Retailer Marketing Strategies: A Differential Game Approach, Lecture Notes in Control and Information Sciences, Springer-Verlag (with Dipak Jain).

Understanding Customer Value in Business Markets: Methods of Customer Value Assessment, Journal of Business-to-Business Marketing, 1993, 1, 1, 3-30 (with J.C. Anderson and Dipak Jain).



Category Selection and Store Choice Modeling (with Junhong Chu)

Blogs and local-market movie box-office performance (with Shyam Gopinath and Sriram Venkataraman)


New Drug Diffusion when Forward-Looking Physicians Learn from Patient Feedback and Detailing (with Ron Goettler and Minki Kim)


Wireless Carriers’ Exclusive Handset Arrangements: An Empirical Look at the iPhone (with Ting Zhu and Hongju Liu)



Marketing Strategy, Advanced Marketing Models



Businessweek’s top professors at Chicago Booth, 2002

Recipient of the Hillel Einhorn Award for Excellence in Teaching, EXP (Barcelona) Program, 1999 & 2000, XP (Chicago) Program, 2000, 2003, 2005

Finalist for the O’Dell award, 1996, 2001

Finalist for the Paul Green award, 1997, 2009



Departmental Editor, Management Science

Advisory Editorial Board, Journal of Marketing Research, Marketing Science

Associate Editor, Quantitative Marketing & Economics

Member, Editorial Board: Journal of Marketing, International Journal of Research in Marketing, Journal of Business-to-Business Marketing, Journal of the Academy of Marketing Science

Doctoral dissertation committees Chicago – Elisabeth Honka (UT-Dallas), Renna Jiang (UC – Davis), Maria Ana Vitorino (Wharton, University of Pennsylvania), Hongju Liu (University of Connecticut), Xiaojing Dong (Santa Clara), Junhong Chu (National University of Singapore), Harikesh Nair (Stanford), Sridhar Narayanan (Stanford), Khim-Yong Goh (National University of Singapore), S. Sriram (Michigan), Inseong Song (HKUST), Andre Bonfrer (SMU), Nanda Kumar (UTD), Peter Boatwright (CMU), Andrew Ainslie (UCLA), Christie Nordhielm (Northwestern), Vaneet Sethi (ZS Associates); Cornell - Seetharaman Peruvemba (Rice), K. Sudhir (Yale), Sachin Gupta (Cornell), Alok Prasad (Merrill Lynch), Anil Kaul (AbsolutData), Harsh Soni (Fidelity) and Rahul Guha (Cornerstone Research), in Marketing; Karl Boehringer in Computer Science; Jenny Chin-Hua in Agricultural Economics, Joo Ho Kim in Consumer Economics.

Former Academic Trustee, MSI


Advisory Board: Fractal Analytics, Mu-Sigma, Mphasis Worldwide, OperationASHA (also Treasurer)