Santa Clara University

Leavey School of Business

Marketing Research

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The Double‐Edged Effect of Knowledge Acquisition: How Contracts Safeguard Pre‐Existing Resources
Giorgio Zanarone, Desmond (Ho‐Fu) Lo, Tammy L. Madsen
Strategic Management Journal (2016)
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Designed to Succeed: Dimensions of Product Design and Their Impact on Market Share
Rupinder P. Jindal, Kumar R. Sarangee, Raj Echambadi, Sangwon Lee
Journal of Marketing (2016)
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Spillovers from Mass Advertising: An Identification Strategy
Michael Thomas
Marketing Science (2020)
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Video Content Marketing: The Making of Clips
Xuan Liu, Savannah Wei Shi, Thales Teixeira, Michel Wedel
Journal of Marketing Research (2018)
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Targeted Promotions on an E-Book Platform: Crowding Out, Heterogeneity, and Opportunity Costs
Nathan Fong, Yuchi Zhang, Xueming Luo, Xiaoyi Wang
Journal of Marketing Research (2019)
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An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing
Navdeep S. Sahni, Sridhar Narayanan, Kirthi Kalyanam
Journal of Marketing Research (2019)