My research aims to estimate return on marketing investment and long-term marketing productivity. I develop and apply my expertise in econometric modeling and strategic marketing to examine how marketing actions affect company performance and marketing decision making over time.

My teaching integrates research expertise in long-term marketing productivity by engaging the dual experience of the student as both manager and consumer. Together, we focus on setting clear goals that are challenging but attainable, and discuss and apply marketing tools that help us address complex, real-life management problems.

PhD in Management, Anderson Graduate School of Management, University of California, Los Angeles 1997-2001. Dissertation: “Long-Term Marketing Effectiveness in Mature, Emerging and Changing Markets.” Advisor: Prof. D.M. Hanssens

1. "What is Important? Identifying Metrics that Matter" with Martin R. Lautman, Journal of Advertising Research, 339-359, 2009
2. "Mindset Metrics in Market Response Models: An Integrative Approach" with Shuba Srinivasan, Marc Vanhuele, Journal of Marketing Research, forthcoming.
3. "Dashboards as a Service: Why, What, How and What Research is Needed?", with T. Ambler, B. Clark, P. LaPointe, D. Reibstein, B. Skiera, B. Wierenga, T. Wiesel, Journal of Service Research, forthcoming, November 2009
4. "Effects of Word of Mouth versus Traditiional marketing: Findings for an Internet Social Networking Site", with M. Trusov and R. Bucklin, Journal of Marketing, 73 (5), September, 90-102, 2009.
5. "Product innovations, marketing investments and stock returns", with J. Silva-risso, S. Srinivasan, D.M. Hanssens, Journal of Marketing, 73(1), 24-43, 2009.
6. "Retailer Pricing and Competitive Effects", with P Kopalle, D. Biswas, P. Chintagunta, J. Fan, B. Ratchford and J. Sills, Journal of Retailing, 85 (1), 56-70, 2009.
7. "Private-Label Use and Store Loyalty" with Kusum Ailawadi and Jan-Benedict Steenkamp, Journal of Marketing, 72 (6), 19-30, 2008, Emerald Management Reviews Citation of Excellence 2008.
8. "Winners and Losers in a Major Price War" with E. Gijsbrechts and H. van Heerde, Journal of Marketing Research,45(5), October, 499-518, 2008, leading article and finalist for the 2009 Paul Green Award..
9. "Demand-Based Pricing Versus Past-Price Dependence: A Cost-Benefit Analysis" with Vincent Nijs and Shuba Srinivasan, Journal of Marketing, 72 (March), 15-27, 2008.
10. The impact of brand equity and innovation on the long-term effectiveness of promotions" with Rebecca Slotegraaf, Journal of Marketing Research, 45 (June), 293-306, 2008.
11. "Moving from Free to Fee: How Online Firms Market to Successfully Change the Business Model", with A. Weiss, Journal of Marketing, 45 (May), 14-31, 2008, finalist for the 2008 MSI/H. Paul Root Award.
12. "Retail-Price Drivers and Retailer Profits", with Shuba Srinvasan and Vincent Nijs, Marketing Science, 26(4), 473-487, 2007
13. “Performance Regimes and Marketing Policy Shifts”, with Dominique M. Hanssens, Marketing Science 26 (3), 293-311, 2007, leading article.
    
14. "When do price thresholds matter in retail categories?" with Philip-Hans Franses and Shuba Srinivasan, Marketing Science, 26 (1), 83-100, 2007.
15. "How retailer and competitor decisions drive the long-term effectivness of manufacturer promotions for fast moving consumer goods", Journal of Retailing, 83 (3), 297-308, 2007, Winner of the '09 Davidson Award.
16. "Modeling Marketing Dynamics by Time Series Econometrics", with I. Currim, M.G. Dekimpe, E. Ghysels, D.M. Hanssens, N. Mizik and P. Naik, Marketing Letters, 15:4, 167-183, 2004, leading article.
17. "How Dynamic Consumer Response, Competitor Response, Company Support and Company Inertia Shape Long-Term Marketing Effectiveness," Marketing Science, 23 (4), 596-610, 2004.
18. “New Products, Sales Promotions and Firm Value, with Application to the Automobile Industry,” with J. Silva-Risso, S. Srinivasan and D.M. Hanssens, Journal of Marketing, 68 (October), 142-156, 2004. (PDF is of pre-publication draft.)
19. "Do Promotions Benefit Retailers, Manufacturers, or Both?", with S. Srinivasan, D.M. Hanssens and M. DeKimpe, Management Science, 50 (5), 617-629, 2004.
20. “Who Benefits From Store Brand Entry?” with S. Srinivasan, Marketing Science, forthcoming, 2004. (PDF is of pre-publication draft.
21. "The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice and Purchase Quantity," with D.M. Hanssens and S. Siddarth, Journal of Marketing Research, vol. 34 (November), 421-439, 2002. Finalist for the Paul Green Award.
22. "Les Promotions beneficient-ells aux fabricants, aux distributeurs, ou aux deux?", with S. Srinivasan, D.M. Hanssens and M. Dekimpe, Recherche et Applications en Marketing, 19 (3), 73-90, 2004.
23. "Who Benefits from Price Promotion?" with S. Srinivisan, D.M. Hanssens and M. DeKimpe, Harvard Business Review, Forethought Article, September 22-23, 2002.
24. "Internet Marketing the News: Leveraging Brand Equity from Market Place to Market Space", with E. Dans, Journal of Brand Management, 8 (4-5), 303-314, 2001.

1. "Monetary Value of Word-Of-Mouth Marketing in Online Communities," with Michael Trusov, Randolph E. Bucklin
2. "Moving from Free to Fee: How Online Firms Market to successfully Change the Business Model", with A. Weiss, Journal of Marketing, conditionally accepted
3. Dashboards and Marketing: why, what, how, and which research is needed?", with tim Ambler, Bruce Clark, Pat LaPointe, David Reibstein, Bernd Skiera, Berend Wierenga, and Thorsten Wiesel, Marketing Letters, 2nd round.
4. "Product innovations, marketing investments and stock returns", with J. Silva-Risso, S. Srinivasan, D.M. Hanssens,Journal of Marketing, 2nd round.
5. "Accessing Customer Evaluation and Revenue Consequences of Component Sharing Across Brands in the Vertical Product Line," with P. Verhoef, International Journal of Research in Marketing, 2nd round.
6. "Store brands and store loyalty" with Kusum Ailawadi and Jan-benedict Steenkamp, Journal of Marketing, 2nd round.
7. Estimating Online word-of-mouth Elasticity", with M. Trusov and R. Bucklin, Journal of Marketing, 2nd round.
8. "Estimating the dynamic effects of online word-of-mouth on member growth of internet social networks," with Michael Trusov and Randolph E. Bucklin
9. "From Free to Fee: long-run customer response to, and firm results of, charging for web content"
10. "Price War: what is it good for? Store traffic and basket size response to retailing price wars."
11. "The Drivers of Online Readership: A Decomposition Approach,” Social Science Research Network, 2001,Working Paper 01-08.

1. "Building with bricks: the long-term revenue impact of opening physical stores in a multichannel environment" with Scott Neslin.
2. "The Dynamics of Price-Quality Positioning: Oligopolistic, Resource-based or Hyper-competition?" with Richard D'Aveni.
3. "Price optimization from long-term marketing models", with Praveen Kopalle.
4. "Counting what will count: Does your dashboard predict?" with Amit Joshi.
5. "Web-to-Store Shopping: Marketing Dynamics and Feedback Loops between Online Information and offline Buying" with Eelko Huizingh, Peter Leeflang, Marije Teerling.
6. "Innovation and Financial Returns: vicious or Virtuous Cycle?", with Eric Ghysels.
7. "The evolution of markets: an Hedonic Pricing Model of the Dynamics of Differentiation", with Richard D'Aveni.
8. "Linking Customer Mindset Metrics to Brand Performance" with Marc Vanheule and Shuba Srinivasan.
9. "The Generalized Long-term Impact of Marketing" with Shijin Yoo.

1. "Staying Ahead in the Innovation Race: New-Product Introductions and Relative Firm Value", EMAC Conference, Milan, Italy, May 2005
2. "How retailer and competitor response drive long-term promotional effectiveness", EMAC Conference, Murcia, Spain, May 2004.
3. "Long-term Performance impact of New Products and Promotions in the Auto Industry" with J. Silva-Risso, S. Srinivasan and D.M. Hanssens, Marketing Science Institute, 2003.
4. "How dynamic consumer, competitor and company response shape long-term marketing effectiveness", EMAC Conference, Glasgow, Scotland, May 2003.
5. "Windows of Change in Mature Markets", with Dominique Hanssens, EMAC Conference, Braga, Portugal, May 2002
6. “Product Innovation, Promotions, and Long-Term Firm Value,” with J. Silva-Risso, S. Srinivasan and D.M. Hanssens, Marketing Science Institute Report 02-119 on “Measuring Marketing Productivity: Linking Marketing to Financial Returns.”
7. "Who benefits from store brand entry?", with Shuba Srinivasan, EMAC Conference, Braga, Protugal, May 2002.
8. "Do promotions benefit manufacturers, retailers or both?" with S. Srinivasan, D. M. Hanssens and M. G. Dekimpe, Marketing Science Institute,Report No. 01-120.
9. "Are Price Promotions Profitable and for Whom?" with Shuba Srinivasan, Dominique Hanssens and Marnik Dekimpe, Best Paper Award at the EMAC Conference, Bergen, Norway, May 2001.
10. "Explaining Brand Loyalty, Dealer Sales Loyalty and Dealer After-sales Loyalty; the Influence of Satisfaction with the Car, Satisfaction with the Sales Service and the Satisfaction with the After-Sales Service," with J.M.M. Bloemer, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1998.
11. "A Case study in loyalty and satisfaction research" with K. Vanhoof and J.M.M. Bloemer, Lectures in Artificial Intelligence, 1997, Vol. 1224, Machine Learning ECML, Springer Verlag, pp. 290-298.

Tuck School of Business at Dartmouth
Tuck Excecutive Education Custom Program for the HealthCare Marketing and Communications Council, August 2003. Applied new product launch and marketing communication tools with 50 executives in the healthcare and pharmaceutical industries.

Anderson Graduate School of Management at UCLA
UCLA/Northrop Grumman Executive Marketing Program, August 2000. Instructed and assisted Northrop Grumman executives in the Markstrat simulation.

Consultancy, US, Belgium and the Netherlands (1994-2003) Automobile, pharmaceutical, photo-finishing, eye-correction and FMCG industries.

Business Cell Telework, IGL, Belgium (1994-1995)
Manager and Coordinator of start-up within larger organization.