<p>In the first episode, Brett speaks with Dina Mayzlin and Judy Chevalier to talk about their 2006 JMR paper, “The Effect of Word of Mouth on Sales: Online Book Reviews.” You’ll hear how a seemingly innocuous post-seminar question turned into this successful collaboration, which eventually landed them the 2011 O’Dell Award for making a significant long-term contribution to marketing. </p>

Ep. 2 - Martin Mende and Maura Scott talk Service Robots

"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.