Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses
Published Online:12 Feb 2025https://doi.org/10.1287/mnsc.2023.02661
Supplemental Material
The replication files for this article are available HERE.
- Cited by
- 13 January 2026 | Quantitative Marketing and Economics, Vol. 24, No. 1
- 2 June 2025 | Journal of Theoretical and Applied Electronic Commerce Research, Vol. 20, No. 2
- 1 January 2025 | SSRN Electronic Journal, Vol. 107
Volume 71, Issue 10
October 2025
Pages 8097-8993, iv-vi
Article Information
Supplemental Material
Metrics
Information
- Received:August 24, 2023
- Accepted:June 22, 2024
- Published Online:February 12, 2025
Copyright © 2025, INFORMS
Cite as
Michael Thomas, Marcel Goic, Kirthi Kalyanam (2025) Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses. Management Science 71(10):8750-8766.
https://doi.org/10.1287/mnsc.2023.02661
Keywords
The authors thank for their helpful comments Sridhar Narayanan, Navdeep Sahni, Wes Hartmann, Yewon Kim, Andrey Simonov, Günter Hitsch, Pradeep Chintagunta, Adelle Yang, Yuting Zhu, Xiuping Li, Min Kim, Swee Hoon Ang, Yan Zhang, Juin Kuan Chong, Martina Pocchiari, Ralph Olivia, Pranav Jindal, Abhinav Uppal, Kissan Joseph, Murali Mantrala, San Jay Nair, Jesssic Li, Prasad Naik, participants at workshops at Stanford University, National University of Singapore, University of Kansas, the Workshop in Management Science in Chile, the 2023 Marketing Science Conference plus the CEO, EVP, and the VPs of the company that supported this study.
