<p>Karen learns how Rachel Gershon and Zhenling Jiang merged their behavioral and quantitative skillsets to identify the robust effect of referral contagion. Their findings are published in their paper “<a href="https://journals.sagepub.com/doi/full/10.1177/00222437241257886" target="_blank" rel="ugc noopener noreferrer">Referral Contagion: Downstream Benefits of Customer Referrals</a>” in JMR.</p>

Ep. 14 - Do Switching Costs Make Markets Less Competitive? With JP Dube, Gunter Hitsch, and Peter Rossi

"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.