Publications

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.

The Effects of Brand Loyalty on Competitive Price Promotional Strategies

Jagmohan S. Raju, V. “Seenu” Srinivasan

Management Science March1990 Vol. 36 Issue 3 Pages 276-304.

The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior

Itamar Simonson

Journal of Marketing Research 1990 Vol. 27 Issue 2 Pages 150-162.

Choice Based on Reasons: The Case of Attraction and Compromise Effects

Itamar Simonson

Journal of Consumer Research September1989 Vol. 16 Issue 2 Pages 158-174.

The Metric Quality of Ordered Categorical Data

V. “Seenu” Srinivasan, Amiya K. Basu

Marketing Science August1989 Vol. 8 Issue 3 Pages 205-230.

The Factor Structure of Multidimensional Response to Marketing Stimuli: A Comparison of Two Approaches

V. “Seenu” Srinivasan, P. Vanden Abeele, I. Butaye

Marketing Science February1989 Vol. 8 Issue 1 Pages 78-88.

Reference Effects of Price and Promotion on Brand Choice Behavior

James M. Lattin, Randolf E. Bucklin

Journal of Marketing Research 11989

CASEMAP: Computer-Assisted Self-Explication of Multi-Attributed Preferences

V. “Seenu” Srinivasan, Gordon A. Wyner

New-Product Development and Testing 1989 Pages 91-111.

In the Beginning ... an Informal History of the Founding of the TIMS Marketing College

David Bruce Montgomery (1938–2025)

TIMS Marketing College Newsletter 1989

A Conjunctive-Compensatory Approach to the Self-Explication of Multi-attributed Preferences

V. “Seenu” Srinivasan

Decision Sciences June1988 Vol. 19 Issue 2 Pages 295-305.

A Direct Aggregation Approach to Inferring Microparameters of the Koyck Advertising-Sales Relationship from Macro Data

V. “Seenu” Srinivasan, Helen A. Weir

Journal of Marketing Research May1988 Vol. 25 Issue 2 Pages 145-156.

Comment: On The Negative Binomial Distribution

David Bruce Montgomery (1938–2025)

Journal of Business & Economic Statistics April1988 Vol. 6 Issue 2 Pages 163-164.

Bioerodible polymers for controlled release systems

Howie Rosen, J. Chang, G.E. Wnek, R.J. Lindhardt, R. Langer

Controlled Release Systems: Fabrication Technology, Volume 2 1988 Vol. 2 Pages 83-110.

First Mover Advantages

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

Strategic Management Journal 1988 Vol. 9 Issue Special Issue: Strategy Content Research Pages 41-58.

Learning From Strategic Success and Failure

Theresa K. Lant, David Bruce Montgomery (1938–2025)

Journal of Business Research December1987 Vol. 15 Issue 6 Pages 503–517.

Lessons to Learn from the Japanese...or Else

David Bruce Montgomery (1938–2025)

Boardroom Reports May1987

A Simultaneous Approach to Market Segmentation and Market Structuring

Rajiv Grover, V. “Seenu” Srinivasan

Journal of Marketing Research May1987 Vol. 24 Issue 2 Pages 139-153.

An Evaluation of Estimation Procedures for New Product Diffusion Models

Vijay Mahajan, Charlotte H. Mason, V. “Seenu” Srinivasan

Innovation Diffusion Models of New Product Acceptance 1986 Pages 203-232.

Nonlinear Least Squares Estimation of New Product Diffusion Models

V. “Seenu” Srinivasan, Charlotte H. Mason

Marketing Science 1986 Vol. 5 Issue 2 Pages 169-178.

Experience Curves: Evidence, Empirical Issues, and Applications

David Bruce Montgomery (1938–2025), George S. Day

Strategic Marketing and Management Wiley March1985