Gerard Tellis

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Gerard J. Tellis is a Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business[1]


He holds a bachelor's degree in chemistry from the University of Bombay, a postgraduate diploma in Business Management from Xavier Labor Relations Institute in Jamshedpur, India, and a Ph.D. in Business Administration from the University of Michigan, Ann Arbor.


Gerard J. Tellis is a Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in public policy, virality on social media, diffusion of innovations, advertising, and global market entry. He has published 7 books and over 200 papers that have won over 27,000 citations in Google Scholar. His publications have won over 25 awards, including the AMA-IRWIN-McGraw Hill Distinguished Educator, Long Term Impact Marketing Science, Frank M. Bass, William F. O'Dell (twice)[2], and Harold D. Maynard (twice) awards. Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam and a Fellow of Sidney Sussex College, Cambridge University, UK. He is President of ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research. Previously he was a Trustee of the Marketing Science Institute, the Treasurer and VP External Affairs of ISMS, and a Sales Development Manager of Ethnor/ Johnson & Johnson. In his spare time he is a fruit gardener and a rock collector.


  • Effective Advertising & Social Media: Strategy and Analytics, published in 2019. Tellis, Gerard J. Kendall Hunt. (ISBN 1524923214) [3]
  • How Transformative Innovations Shaped the Rise of Nations: From Ancient Rome to Modern America, published in 2018. Tellis, Gerard J and Stav Rosenzweig. Anthem Press.(ISBN 1783087323)[4]
  • Unrelenting Innovation: How to Create a Culture of Market Dominance, published in 2013. Tellis, Gerard J. Jossey-Bass. (ISBN 9781118352403) [5]
  • Handbook of Advertising, published in 2007. Tellis, Gerard J. and Tim Ambler. London, UK: Sage Publications. (ISBN 1412918863)[6]
  • Effective Advertising: How, When, and Why Advertising Works, published in 2004. Tellis, Gerard J. Thousand Oaks, CA: Sage Publications. (ISBN 0761922539)[7]
  • Will and Vision: How Latecomers Grow To Dominate Markets, published in 2001. Tellis, Gerard J. McGraw Hill. (ISBN 007137549X)[8]
  • Advertising and Sales Promotion Strategy, published in 1998. Tellis, Gerard J. Reading, MA: Addison-Wesley. (ISBN 0321014111)[9]

Tellis has been on the editorial review boards of the Journal of Marketing Research, Journal of Marketing and Marketing Science for several years.

Journal Articles[edit]

  • Chandrasekaran, Deepa, Gerard J. Tellis and Gareth James (2020), “Leapfrogging, Cannibalization, and Survival during Disruptive Technological Change: The Critical Role of Rate of Disengagement.” Forthcoming, Journal of Marketing.
  • Johnson, Joseph, Gerard J. Tellis, and Noah Van Bergen (2020), “Fooled by Success: How, Why, and When Disclosures Fail or Work in Mutual Fund Ads,” Forthcoming, Journal of Marketing and Public Policy, forthcoming.
  • Tellis, Gerard J, Debbie MacInnis, Seshadri Tirunillai and Wayne Zhang (2019), “Drivers of Virality of Online Content: The Case of YouTube Videos,” Journal of Marketing, forthcoming.
  • Tellis, Gerard J (2018), “Do Brands Compete or Co-exist?” European Journal of Marketing.
  • Borah, Abhishek, Myrthe van Dieijen, Gerard J. Tellis, Philip Hans Frances (2018), “Big Data Analysis of Volatility Spillovers Across User-Generated Content and Stock Market Performance,” Industrial Marketing Management, forthcoming.
  • Tirunillai and Tellis (2017), “Does Offline Advertising Affect Online Chatter? Quasi Experimental Analysis Using Synthetic Control,” Marketing Science, September, pp 1-17.
  • Harmancioglu, Nukhet and Gerard J. Tellis (2018), “Silicon Envy: How Global Innovation Clusters Hurt orStimulate Each Other across Developed and Emerging Markets,” Journal of International Business Studies, 49, 7, December.
  • Tellis, Gerard J (2017), “Interesting and Impactful Research: On Phenomenon, Theory, and Writing,” Journal of the Academy of Marketing Science, January.
  • Borah, Abhishek and Gerard J. Tellis (2016), “Halo (Spillover) Effects in Social Media: Do Recalls of One Brand Hurt or Help a Rival Brand,” Journal of Marketing Research, 53, 2 (March-April), lead article.
  • Ying Li and Gerard J. Tellis (2016), “Does Province Matter? Intra-Country Differences in the Takeoff of New Products,” Technovation, 47-13.
  • Palacios, Javier and Gerard J. Tellis (2015), “The Dive and Disruption of Successful Products: Patterns, Drivers, and Predictive Model,” Product Innovation and Management Journal.
  • Spann, Martin, Marc Fischer and Gerard J. Tellis (2015), “Skimming or Penetration: Strategic Dynamic Pricing for New Products,” Marketing Science.
  • Tirunillai, Seshadri and Gerard J. Tellis (2014), “Mining Meaning from Online Chatter: Strategic Brand Analysis of Big Data using Latent Dirichlet Allocation,” Journal of Marketing Research,51, 4 (August). Winner of
  • Borah, Abhishek and Gerard J. Tellis (2014), “Make, Buy, or Ally? Choice of and Payoff to Announcements of Alternate Strategies for Innovation,” Marketing Science, 33, 1 (Jan-Feb), 114-133.
  • Rubera, Gaia and Gerard J. Tellis (2014), “Spinoffs versus Buyouts: Long-term Profit of Alternate Routes to Commercializing Innovations,” Strategic Management Journal, 35 (October), 2042-2052.
  • Schöler, Lisa, Bernd Skiera and Gerard J. Tellis (2014), “Stock Market Returns to Financial Innovations During and Before the Financial Crisis in US and Europe,” Journal of Product Innovation Management, 31, 5, 973- 986.
  • Johnson, Joseph, Gerard J. Tellis and Eddie Ip (2013), “To Whom, When, and How Much to Discount? A Constrained Optimization of Customized Temporal Discounts” Journal of Retailing, 89, 4 (Dec), 361-373. (Lead article).
  • Chandrasekaran, Deepa, Joep Arts, Gerard J. Tellis and Ruud T. Frambach (2013), “Pricing in the International Takeoff of New Products,” International Journal of Research in Marketing, 30, 249-264.
  • Sood, Ashish, Gareth James, Gerard J. Tellis and Ji Zhu (2012), “Predicting the Path of Technological Evolution:
  • Testing SAW versus Moore, Bass, Gompertz and Kryder,” Marketing Science, November-December, 31, 6, November-December, 964-979.
  • Tirunillai, Seshadri and Gerard J. Tellis (2012), “Does Chatter Really Matter? The Dynamics of User-Generated Content on Stock Performance,” Marketing Science, 3, 2 ( March-April), 198-215. Lead article.
  • Dissertation from which this paper was taken is the Winner of John A Howard Award for best dissertation in the field of Marketing, 2012.
  • Sood, Ashish and Gerard J. Tellis (2011), “Demystifying Disruptions: A New Model for Understanding and Predicting Disruptive Technologies,” Marketing Science, 30, 2 (March-April), 339-354.
  • Sethuraman, Raj, Gerard J. Tellis, and Richard Briesch (2011), “How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity,” Journal of Marketing Research, XLVIII, June, 457-471.
  • Chandrasekaran, Deepa and Gerard J. Tellis (2011), “Getting a Grip on the Saddle: Chasms or Cycles?” Journal of Marketing, July.
  • Koslow, Scott (2011), “What Scanner Panel Data Tell Us About Advertising: A Detective Story with a Dark Twist,” Journal of Advertising Research.


  • AMA Richard D Irwin Awards for Outstanding Contributions to field, 2020.
  • Jagdish Sheth Award for Lifetime Contributions to Business Practice, 2020.
  • William F. Odell 2019 Award for best paper in Journal of Marketing Research in last 10 years.
  • William F. Odell 1998 Award for best article in Journal of Marketing Research, in last 10 years.
  • Excellence in Global Marketing Research Award, 2019, by American Marketing Association, Global SIG, for outstanding article in International Marketing.
  • Lehmann Award for best paper based on a dissertation published in Journal of Marketing Research or Journal of Marketing, 2014.
  • Marketing Science Long-term Impact Award, for the article that makes the best contribution to the science of marketing in the last 10 years. in Marketing Science, 2012.
  • Frank M. Bass Outstanding Dissertation Award, for best article in Marketing Science, 1998.
  • Harold D. Maynard 2002 Award for most significant contribution to Marketing thought in Journal of Marketing,.
  • Harold D. Maynard 2000 Award for most significant contribution to Marketing thought in Journal ofMarketing,.
  • Harvard Business Review citation for Will and Vision, as one of best business books of 2001.
  • AMA-Berry Award for best book (Will and Vision) in marketing in the last 3 years, 2004.
  • MSI/Paul Root Award for best contribution to the practice of marketing published in the Journal of Marketing, 2009.
  • Excellence in Global Marketing Research Award from American Marketing Association Global SIG, 2010.
  • American Marketing Association Global/SIG award for Best Published Article on Global Marketing, 2006
  • American Marketing Association Tech-SIG award for Best Published Article on Innovation, 2005.
  • Impact on Management Practice Award by Erasmus University Rotterdam 2004, for research on International Takeoff, published in Marketing Science.


External links[edit]