Publications

Integrated Product Design for Marketability and Manufacturing

V. “Seenu” Srinivasan, William S. Lovejoy, David Beach

Journal of Marketing Research February1997 Vol. 34 Issue 1, Special Issue on Innovation and New Products Pages 154-163.

Quota-Based Compensation Plans for Multi-Territory Heterogeneous Salesforce

Jagmohan S. Raju, V. “Seenu” Srinivasan

Management Science October1996 Vol. 42 Issue 10 Pages 1454-1462.

Preferences for Strategic Alliance Attributes: Contrasts Between Korean and U.S. Managers

Seoil Chaiy, David Bruce Montgomery (1938–2025)

Advances in International Marketing, Vol.7 Emerald Group Publishing Limited June1996 Pages 21-32.

Perceiving Competitive Reactions: The Value of Accuracy (and Paranoia)

Bruce H. Clark, David Bruce Montgomery (1938–2025)

Marketing Letters March1996 Vol. 7 Issue 2 Pages 115-129.

The MSI Business/ Academic Partnership, the Research Priority Process, and the Data Imperative

David Bruce Montgomery (1938–2025)

MSI Review 1996

Levis Strauss Japan: K.K.

E. Carducci, A. Horikawa, David Bruce Montgomery (1938–2025)

International Marketing 1995

A Survey-Based method for Measuring and Understanding Brand Equity and its Extendibility

Chan Su Park, V. “Seenu” Srinivasan

Journal of Marketing Research May1994 Vol. 31 Issue 2 Pages 271-288.

Investigating the Relationship Between Time in Market and Pioneering Advantage

Christina L. Brown, James M. Lattin

Management Science 1994 Vol. 40 Issue 10 Pages 1361-1369.

Compensation Plans for Single- and Multi-Product Salesforces: An Application of the Holmstrom-Milgrom Model

Rajiv Lal, V. “Seenu” Srinivasan

Management Science July1993 Vol. 39 Issue 7 Pages 777-793.

The Manufacturing/Marketing Interface: Critical Strategic and Tactical Linkages

Warren H. Hausman, David Bruce Montgomery (1938–2025)

Perspectives in Operations Management Kluwer Academic Publishers 1993 Pages 117-131.

Evaluating the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segments

Rajiv Grover, V. “Seenu” Srinivasan

Journal of Marketing Research February1992 Vol. 29 Issue 1 Pages 76-89.

Choice in Context: Tradeoff Contrast and Extremeness Aversion

Itamar Simonson, Amos Tversky

Journal of Marketing Research 1992 Vol. 29 Issue 3 Pages 281-295.

Individual Differences in Response to Consumer Promotions

Gwendolyn K. Ortmeyer, James M. Lattin, David Bruce Montgomery (1938–2025)

International Journal of Research in Marketing September1991 Vol. 8 Issue 3 Pages 169–186.

Understanding the Japanese as Customers, Competitors, and Collaborators

David Bruce Montgomery (1938–2025)

Science Direct April1991 Vol. 3 Issue 1 Pages 61-91.

Comparing the Predictive Powers of Alternative Multiple Regression Models

Michael Hagerty, V. “Seenu” Srinivasan

Psychometrika March1991 Vol. 56 Issue 1 Pages 77-85.

Determining Inter-Brand Substitutability through Survey Measurement of Consumer Preference Structures

Randolph E. Bucklin, V. “Seenu” Srinivasan

Journal of Marketing Research February1991 Vol. 28 Issue 1 Pages 58-71.

Development and Testing of a Model of Consideration Set Composition

James M. Lattin

Journal of Marketing Research 1991

To Pioneer or Follow?: Strategy of Entry Order

David Bruce Montgomery (1938–2025), Marvin B. Lieberman

Handbook of Business Strategy: Yearbook Warren, Gorham, and Lamont New York 1991

A Two-State Model of Brand Choice and Purchase Incidence

Randolph E. Bucklin, James M. Lattin

Marketing Science 1991 Vol. 10 Issue 1 Pages 24-39.

Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice

Paul E. Green, V. “Seenu” Srinivasan

Journal of Marketing October1990 Vol. 54 Issue 4 Pages 3-19.