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  • 04 Aug 2011
  • What Do You Think?

How Dangerous Is Common Sense to Managers?

Summing Up Does Common Sense Impede Change? Common sense is the decision-maker's friend when the decision has to be made rapidly, with a minimum of research or formal theory, with no more than moderate risk or consequences, and by... View Details
Keywords: by James Heskett
  • 02 Jun 2010
  • News

25 Year Consortium Fellow Research Excellence Award

  • 05 Jan 2009
  • Research & Ideas

Most Popular Articles and Working Papers 2008

sophistication in methods, it is now possible to more judiciously allocate marketing resources. By Sunil Gupta and Thomas J. Steenburgh. 5. The Future of Social Enterprise This... View Details
Keywords: by Staff
  • 02 Mar 2016
  • News

Jack Ma’s expensive, lowkey strategy to battle Amazon for online shoppers

  • Awards

American Marketing Association. Marketing Communications Special Interest Group Best Paper Award

By: Sunil Gupta
Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of... View Details
  • October 2019
  • Case

Street Symphony: Making Human Connections Through Music

By: Rohit Deshpandé
To Vijay Gupta, music was sacred. A highly accomplished and renowned violinist with The Los Angeles Philharmonic, Gupta believed the act of making and performing music was a deeply spiritual practice — one that had the power to heal audiences and musicians... View Details
Keywords: Arts; Cultural Entrepreneurship; Nonprofit Organizations; Social Issues; Business and Community Relations; Music Entertainment; Human Needs; Music Industry; Los Angeles; California; United States
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  • 03 Jan 2011
  • Research & Ideas

Most Popular Articles of 2010

Raghuram Iyengar, Sangman Han, and Sunil Gupta empirically assesses if friends indeed influence purchases. The answer: It depends. The End of Chimerica For the better part of the past decade, the world... View Details
Keywords: by Staff
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

conveying long-lasting brand values in the minds of consumers, says Sunil Gupta, the Edward W. Carter Professor of Business Administration. As an example, take a look at location-based mobile marketing. “You walk past a restaurant, and... View Details
Keywords: by Dina Gerdeman; Advertising; Technology
  • 05 Mar 2013
  • First Look

First Look: March 5

issuers deteriorates during credit booms, and that this deterioration forecasts low excess returns to corporate bondholders. The key insight is that changes in the pricing of credit risk disproportionately affect the financing costs faced View Details
Keywords: Sean Silverthorne
  • 15 Mar 2015
  • News

Business in the time of social media

  • 02 Jan 2008
  • Research & Ideas

Most Popular Stories 2007

Sometimes a valuable customer may be the person who never buys a thing. In a new research paper, Professor Sunil Gupta discusses how to assess the profitability of a customer in a networked setting—a... View Details
Keywords: by Sean Silverthorne
  • 10 Nov 2015
  • First Look

November 10, 2015

Online Advertising By: Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract—As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online... View Details
Keywords: Sean Silverthorne
  • 15 May 2017
  • Sharpening Your Skills

The Promises and Limitations of Big Data

article by Professor Sunil Gupta in the European Business Review highlights the potential impact of big data on business practices in three broad areas: applications, methods,... View Details
Keywords: by Sean Silverthorne; Financial Services; Utilities; Public Administration; Health
  • 16 Nov 2020
  • News

Driving Global Recovery

  • 11 Jun 2013
  • News

For companies to grow, they have to sell you more

  • 18 Jul 2012
  • Research & Ideas

Penn State Lesson: Today’s Cover-Up was Yesterday’s Opportunity

he had to fend off impeachment. Had Martha Stewart and Rajat Gupta admitted their roles in insider trading, they could have plea bargained, moved past their ethical lapses, and possibly avoided prison time. Had Best Buy founder Richard... View Details
Keywords: by Bill George; Education
  • 11 Jun 2019
  • Book

These Aren't Beach Books, but Managers Should Read Them Anyway

A Good Place to Start Driving Digital StrategySunil Gupta explores how traditional businesses can make the leap into the digital age. American Capitalism: New HistoriesHistorians are taking a new look at capitalism in light of its... View Details
Keywords: by Sean Silverthorne
  • 01 May 2006
  • What Do You Think?

Who Will Cast a Longer Shadow on the 21st Century: Friedman or Galbraith?

global challenges on their responses. Sudip Bose put it this way: "Venerated works of Milton Friedman have influenced government policies. . . . But, his shadow will be relentlessly chased primarily by global climatic concerns and... View Details
Keywords: by James Heskett
  • 26 Feb 2018
  • News

The quest to win over Amazon

  • 03 Sep 2009
  • What Do You Think?

Are Retention Bonuses Worth the Investment?

a tool . The problem is not the tool, but the user if the company were better run, you wouldn't need to bribe people to stay (but) there are times when the retention bonus is appropriate, such as when a company is for sale ." Rajat View Details
Keywords: by Jim Heskett