How I Wrote This

著者： Brett Gordon and Karen Winterich
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  • "Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.
    Brett Gordon and Karen Winterich
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あらすじ・解説

"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.
Brett Gordon and Karen Winterich
社会科学 科学
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エピソード
  • Ep. 14 - Do Switching Costs Make Markets Less Competitive? With JP Dube, Gunter Hitsch, and Peter Rossi

    Ep. 14 - Do Switching Costs Make Markets Less Competitive? With JP Dube, Gunter Hitsch, and Peter Rossi
    2024/12/09

    Brett Gordon sits down with JP Dube and Günter Hitsch from the University of Chicago Booth School of Business, and Peter Rossi from the UCLA Anderson School of Management. They discuss their influential paper, “Do Switching Costs Make Markets Less Competitive?” Since the 1960s, marketing and economics scholars have studied switching costs, with theoretical literature largely suggesting that these costs lead to higher prices among competing firms. However, when these three researchers conducted an empirical analysis, they found surprising results that challenged the prevailing wisdom. Join them as they share how their project evolved over time, including their measured response to critical feedback and how they expanded their initial scope of inquiry.
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    39 分
  • Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion

    Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion
    2024/11/06

    Karen learns how Rachel Gershon and Zhenling Jiang merged their behavioral and quantitative skillsets to identify the robust effect of referral contagion. Their findings are published in their paper “Referral Contagion: Downstream Benefits of Customer Referrals” in JMR.
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    29 分
  • Ep. 12 - Generative Interpretable Visual Design with Ankit Sisodia, Alex Burnap and Vineet Kumar

    Ep. 12 - Generative Interpretable Visual Design with Ankit Sisodia, Alex Burnap and Vineet Kumar
    2024/10/09

    Brett talks to Ankit Sisodia, Alex Burnap and Vineet Kumar about their forthcoming JMR paper “Generative Interpretable Visual Design: Using Disentanglement for Visual Conjoint Analysis.”
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    47 分

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