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Available Issues

April 10, 2013 - May 11, 2026

Available Issues

April 10, 2013 - May 11, 2026

Science-to-Practice Initiative

The objective of the Science-to-Practice  (S2P) initiative is to accelerate the diffusion of knowledge created by Marketing Science, primarily to current MBA students and, secondarily, to business people who attend executive education programs.

The objective will be achieved by translation of interesting, valuable, and insightful ideas from Marketing Science articles into managerially comprehensible materials that will work in the MBA class. In addition, this initiative will recognize academics who have published in Marketing Science by helping them to tangibly contribute to marketing education for managers.

For a complete explanation of the initiative, please refer to the editorial "The Science-to-Practice Intitiative: Getting New Marketing Science Thinking into the Real World" (Desai, Bell, Lilien, and Soberman 2012), which was published in January-February 2012 issue of Marketing Science.

To make a submission to the Science-to-Practice initiative, please read the Submission Guidelines below. Then, please click here to submit.

Submission Guidelines: Science-to-Practice Initiative

Once a submission is uploaded, it will be reviewed by the S2P committee (Professors David Bell, Gary Lilien and David Soberman) to ensure that the materials meet threshold standards for quality (e.g., clarity, grammar, spelling, design). Once the presentation is approved, it will be posted on this website and be available to interested instructors for download.

We realize that each paper is different, but to the extent possible, please use the following template for making presentations:

Please ensure that you provide a brief teaching note describing teaching objectives for the presentation.  The teaching note should be short (3 paragraphs recommended length). The first paragraphs should suggest the types of courses/classes where the topic is relevant. The second paragraph should explain the basic idea being conveyed to students. The final paragraph should suggest  a teaching strategy or technique that will transmit or explain the idea to an audience. We have found that 3 paragraphs total is more than enough to help instructors figure out how to use the slides in their classes.

Presentations

  • Visualizing Asymmetric Competition Among More Than 1,000 Products Using Big Search Data
    Competitive analysis in markets containing dozens of brands and hundreds of products.
    Published online: May 3, 2016
    Article | Presentation

  • Peer Effects in Solar Panel Diffusion
    Detecting peer effects in diffusion and their marketing implications.
    Published online: September 20, 2012
    Article | Presentation

  • PROSAD Bidding Decision Support System
    This presentation describes a fully automated bidding decision support system, PROSAD (PRofit Optimizing Search engine ADvertising; see http://www.prosad.de). The PROSAD system maximizes an advertiser's profit per keyword without the need for human intervention.
    Published online: September 20, 2012
    Article | Presentation

  • How Does the Use of Trademarks by Third-Party Sellers Affect Online Search
    Consumers use search engines to obtain information about brands, leading to conflicts trademark owners, resellers and search engines. We examine a change in Google policy that allowed resellers to feature trademarks in their search ads.
    Published online: August 9, 2012
    Article | Presentation

  • Network Traces on Penetration: Uncovering Degree Distribution from Adoption Data
    The objective is to show how the consumers' network structure (distribution of the individual-level number of links) impacts sales. We also discuss a method for uncovering the connectivity distribution of the consumer network underlying the product dissemination process, based exclusively on limited early-stage penetration data.
    Published online: April 10, 2012
    Article | Presentation

  • A "Position Paradox" in Sponsored Search Auctions
    The objective is to understand how firms should bid to be placed in a list of sponsored ads on a search engine, recognizing that consumers' click behavior depends on the qualities of the advertised products/services, in addition to the ranks of the ads.
    Published online: April 7, 2011
    Article | Presentation

  • Preview Provision Under Competition
    Preview strategy as a source of differentiation.
    Published online: November 4, 2010
    Article | Presentation

  • Estimating Cannibalization Rates for Pioneering Innovations
    To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the firm's other products. This paper develops a new model that allows managers to decompose the demand for a pioneering innovation into cannibalization, brand switching, and primary demand expansion.
    Published online: June 24, 2010
    Article | Presentation

  • Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing
    The objective is to teach students (1) which factors impact consumers' decisions to avoid watching TV commercials (i.e., zap) and (2) how to insert the brand in ads to reduce the detrimental impact that branding has on ad avoidance.
    Published online: May 27, 2010
    Article | Presentation

  • Growing Two-Sided Networks by Advertising the User Base: A Field Experiment
    The objective is to explore a cost-effective growth strategy for network companies.
    Published online: March 10, 2010
    Article | Presentation

  • The Price Precision Effect: Evidence from Laboratory and Market Data
    The objective of this paper is to demonstrate that price framing can influence purchase decisions.
    Published online: August 14, 2009
    Article | Presentation

  • Channel Pass-Through of Trade Promotions
    The objective is to demonstrate the value of measuring trade promotion effectiveness.
    Published online: July 23, 2009
    Article | Presentation

  • A Larger Slice or a Larger Pie? Bargaining Power in the Distribution Channel
    Learn how to empirically determine bargaining power of manufacturers and retailers in the distribution channel. We use the Nash bargaining solution to determine wholesale prices and thus to identify how margins are split in the channel.
    Published online: February 24, 2009
    Article | Presentation

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