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Indiana University Bloomington

Marketing

30 Articles

Our faculty have published more than 30 articles in leading marketing journals in the last year and a half.

Faculty Spotlights

Photo of Sandeep Chandukala
Sandeep Chandukala

“My main area of research is quantitative marketing—this involves discussing and understanding problems faced by marketers and market research firms and analyzing routinely collected data—scanner data, store level and survey data. I am particularly interested in developing models of consumer and firm behavior related to advertising, promotions, and new product development.

A recent paper of mine, ‘Identifying Unmet Demand’ (Marketing Science 2011) provides an empirical application to demonstrate a strategy that will help advertisers and new product developers in reformulating their product attributes to better meet consumer demand. This will also be featured in the Spring 2013 issue of OnAnalytics as part of the business analytics initiative at the Kelley School.”

Photo of Kelley B. Herd
Kelly Herd

“I’ve always been interested in creativity and design and what drives people to create. The majority of my research is run using lab experiments with undergraduates or an online participant pool. The best thing about my research is that I get to focus on the underlying process of how things happen and why people think the way they do—it’s almost like a puzzle and I have to figure out what questions and experiments get at the underlying process. 

In ‘It’s the Thought (and the Effort) That Counts: How Customizing for Others Differs from Customizing for Oneself’ (Journal of Marketing 2011), my co-authors and I find when people customize for themselves they prefer a branded product. But, interestingly, when designing a product as a gift, creating on a branded website actually detracts from the value they place on what they create.”

Photo of Girish Mallapragada
Girish Mallapragada

“The social network data that I deal with provides me an opportunity to understand the hidden harmony in how people work and collaborate together. I became interested in this partly due to my work experience at a technology firm back in India—I like to play around with data to see if there are interesting patterns that can be used to understand something deeper.

In ‘User-generated Open Source Products: Founders’ Social Capital and Time-to-Market’ (Marketing Science 2012), I investigated an online social setting where people build products together. Co-authored with Rajdeep Grewal and Gary Lilien, we analyzed people’s connection patterns as they relate to the success of their ventures. For firms, this is important as they try to engage with consumer communities to leverage open innovation.”

Photo of Lopo Rego
Lopo Rego

“My research interests lie at the intersection of marketing and finance. How do marketing actions impact a firm’s financial performance and how can firms leverage specific marketing capabilities to translate into superior firm performance? This probably goes back to my economics/econometrics training (please don’t hold that against me!) and a three-year stint in investment banking definitely contributed to an appreciation of a few pertinent issues in finance.

I’m currently finishing a research paper, ‘Glamour Brands and Glamour Stocks,’ that offers a marketing-based explanation to a finance-based research question. The phenomenon of glamour stocks (sustained stock mispricing) has long puzzled financial markets and researchers. Our findings offer important implications for asset pricing, required rates of return (risk), and ultimately cost of capital—and may contribute to elevating the voice of marketing in the C-suite.”