The authors thank Alyssa Anderson, Mark Carlson, Tat Chan, Adam Copeland, Mark Egan, Michael Gordy, Sunil Gupta, John Kandrac, Elizabeth Klee, Rajiv Lal, Marco Macchiavelli, Borghan Narajabad, Bernd Schlusche, K. Sudhir, Raphael Thomadsen, Ying Xie, and participants at Harvard Business School seminar, the Federal Reserve Board seminar, Marketing Science Conference, Frank M. Bass Conference at University of Texas at Dallas, Institute for the Study of Business Markets Academic Conference, European Marketing Academy Conference (EMAC), Tuck Business School marketing seminar, Workshop in Management Science Chile, Marketing Analytics Symposium Sydney, Thought Leadership on the Sales Profession Conference, and Summer Institute in Competitive Strategy for comments; two anonymous reviewers and the associate editor for invaluable comments and feedback; and Lucy Cordes, William Liu, Ruby Martinez-Berrier, Samuel Pilcer, Stanley Wang, and Lia Yin for excellent research assistance. The views expressed in this paper are solely the responsibility of the authors and should not be interpreted as reflecting the views of the Federal Reserve Board, the Federal Reserve System, or other members of its staff. All remaining errors are our own. The authors contributed equally, and their names are listed in reverse alphabetical order. The authors also thank the two anonymous reviewers, the area editor, and the editor for their insightful comments and suggestions.