Selected Publications

  • Cunha, Jr., Marcus, Forehand, Mark, Angle, Justin, . “Riding Coattails: When Co-Branding Helps Versus Hurts Less-Known Brands”. Journal of Consumer Research, 41 (February): 1284–1300.
  • Shulman, Jeffrey D., Cunha, Jr., Marcus, Saint Clair, Julian, . “Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence”. Marketing Science.
  • Chakravarty, Anindita , Grewal, Rajdeep, Sarker, Suprateek, Sambamurthy , V., . “Choice of Geographical Location as Governance Strategy in Outsourcing Contracts: Localized Outsourcing, Global Outsourcing, and Onshore Outsourcing”. Customer Needs and Solutions, 1: 11–27.
  • Chakravarty, Anindita, Kumar, Alok, Grewal, Rajdeep, . “Customer Orientation Structure for Internet-Based Business-to-Business Platform Firms”. Journal of Marketing, 78 (5): 1–23.
  • Chen, Kwang Yeun, Song, J. H, Hollenbeck, Candice, Lee, Jong-Ho, . “Are Contextual Advertisements Effective? The Moderating Role of Complexity in Banner Advertising”. International Journal of Advertising, 33: 351–371.
  • Mullins, Ryan, Ahearne, Michael, Lam, Son, Hall, Zachary, Boichuk, Jeff, . “Know Your Customer: How Salesperson Perceptions of Customer Relationship Quality Form and Impact Account Profitability”. Journal of Marketing, 78 (6): 38–58.
  • Rouzies, Dominique, Hulland, John, . “Does Marketing and Sales Integration Always Pay Off?  Evidence from a Social Capital Perspective”. Journal of the Academy of Marketing Science, 42 (5): 511–527.
  • Sarkees, Matthew, Hulland, John, Chatterjee , Rabikar, . “Investments in Exploitation and Exploration Capabilities: Balance versus Focus”. Journal of Marketing Theory and Practice, 22: 7–24.


  • DeCarlo, Thomas E., Lam, Son K., (forthcoming). “Identifying Hunters and Farmers in the Sales Force: A Dispositional–Situational Framework”. Journal of the Academy of Marketing Science.
  • Kumar, Piyush, Dass, Mayukh, Topaloglu, Omer, (forthcoming). “Understanding the Drivers of Job Satisfaction of Frontline Service Employees: Learning From “Lost Employees”. Forthcoming.
  • Sleep, Stefan, Bharadwaj, Sundar, Lam, Son K., (forthcoming). “Walking a Tightrope: The Joint Impact of Customer and Within-Firm Boundary Spanning Activities on Perceived Customer Satisfaction and Team Performance”. Journal of the Academy of Marketing Science.
  • Thompson, Scott, Kim, Hongbum, Gooner, Rich, (forthcoming). “Your Mileage May Vary: Managing Untargeted Consumers’ Reactions to Promotions”. Journal of the Academy of Marketing Science.
  • Xiong, Guiyang, Bharadwaj, Sundar, (forthcoming). “Pre-Release Buzz Evolution Patterns and New Product Performance”. Marketing Science.