Marketing | Research and News

Recent Premier Publications:

Kumar, V., Yashoda Bhagwat, and Xi (Alan) Zhang "Regaining “Lost” Customers: The Predictive Power of First Lifetime Behavior, the Reason for Defection, and the Nature of the Winback Offer", Journal of Marketing. In-Press.

Hall, Zachary R., Michael Ahearne, and Harish Sujan (2015), “The Importance of Starting Right: The Influence of Accurate Intuition on Performance in Salesperson-Customer Interactions,” Journal of Marketing, (forthcoming).

Kumar, V., Sarang Sunder, and Robert P. Leone (2015), "Who's Your Most Valuable Salesperson?," Harvard Business Review, (forthcoming).

Ryan R. Mullins, Michael Ahearne, Son K. Lam, Zachary R. Hall, and Jeffrey P. Boichuk (2014) "Know Your Customer: How Salesperson Perceptions of Customer Relationship Quality Form and Influence Account Profitability", Journal of Marketing: November 2014, Vol. 78, No. 6, pp. 38-58.

Tanuka Ghoshal,  Eric Yorkston, Joseph Nunes, and Peter Boatwright (2014), "Multiple Reference Points in Sequential Hedonic Evaluation:  An Empirical Analysis", Journal of Marketing Research: October 2014, Vol. 51, No.5,  pp. 563-577.

Kumar, V., Sarang Sunder, and Robert P. Leone (2014), "Measuring and Managing a Salesperson's Future Value to the Firm", Journal of Marketing Research: October 2014, Vol. 51, No.5, pp. 591-608.

Brocato, E. Deanne, Julie Baker, and Clay M. Voorhees (2014), "Creating Consumer Attachment to Service Firms through Sense of Place", Journal of the Academy of Marketing Science (Forthcoming).

Cron, William L., Artur Baldauf, Thomas W. Leigh, and Samuel Grossenbacher (2014), "The Strategic Role of the Sales Force: Percpetions of Senior Sales Executive", Journal of the Academy of Marketing Science: September 2014, Vol. 42, No. 5, pp. 471-489.

Boichuk, Jeffrey P., Willy Bolander, Zachary R. Hall, Michael Ahearne, William J. Zahn, and Melissa Nieves (2014), "Learned Helplessness among Newly Hired Salespeople and the Influence of Leadership", Journal of Marketing, 78 (1), 95-111.

Kumar, V., J Andrew Petersen, and Robert P. Leone (2013), "Defining, Measuring, and Managing Business Reference Value", Journal of Marketing, 77 (1), 68-86.

Kumar, V, Eli Jones, Rajkumar Venkatesan, and Robert P. Leone (2011), "Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?," Journal of Marketing, 75 (1), 16-30.

Yorkston, Eric A., Joseph C. Nunes, and Shashi. Matta (2010), "The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions," Journal of Marketing, 74 (1), 80-93.

Kumar, V., J. Andrew Petersen, and Robert P. Leone (2010), "Driving Profitability by Encouraging Customer Referrals: Who, When, and How," Journal of Marketing, 74 (5), 1-17.