How I Wrote This

By: Brett Gordon and Karen Winterich
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  • Summary

  • "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.
    Brett Gordon and Karen Winterich
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Science Social Sciences
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Episodes
  • Ep 15: Mini Part 1, The Lives of Co-Editors

    Ep 15: Mini Part 1, The Lives of Co-Editors
    Jan 12 2025

    On this special mini episode of How I Wrote This, Karen and Brett take you behind the scenes to hear about what it's really like to be a co-editor for a journal.

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

    Ep. 14 - Do Switching Costs Make Markets Less Competitive? With JP Dube, Gunter Hitsch, and Peter Rossi
    Dec 9 2024

    Brett Gordon sits down with JP Dube and Günter Hitsch from the University of Chicago Booth School of Business, and Peter Rossi from the UCLA Anderson School of Management. They discuss their influential paper, “Do Switching Costs Make Markets Less Competitive?” Since the 1960s, marketing and economics scholars have studied switching costs, with theoretical literature largely suggesting that these costs lead to higher prices among competing firms. However, when these three researchers conducted an empirical analysis, they found surprising results that challenged the prevailing wisdom. Join them as they share how their project evolved over time, including their measured response to critical feedback and how they expanded their initial scope of inquiry.
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    39 mins
  • Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion

    Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion
    Nov 6 2024

    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 “Referral Contagion: Downstream Benefits of Customer Referrals” in JMR.
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    29 mins

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