Gregory S. Carpenter
Gregory S. Carpenter
Kellogg School of Management, Northwestern University
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Cited by
Cited by
Measuring marketing productivity: Current knowledge and future directions
RT Rust, T Ambler, GS Carpenter, V Kumar, RK Srivastava
Journal of marketing 68 (4), 76-89, 2004
Consumer preference formation and pioneering advantage
GS Carpenter, K Nakamoto
Journal of Marketing research 26 (3), 285-298, 1989
Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes
GS Carpenter, R Glazer, K Nakamoto
Journal of marketing research 31 (3), 339-350, 1994
Creating a market orientation: A longitudinal, multifirm, grounded analysis of cultural transformation
GF Gebhardt, GS Carpenter, JF Sherry Jr
Journal of marketing 70 (4), 37-55, 2006
Late mover advantage: How innovative late entrants outsell pioneers
V Shankar, GS Carpenter, L Krishnamurthi
Journal of Marketing research 35 (1), 54-70, 1998
Why is the trivial important? A reasons-based account for the effects of trivial attributes on choice
CL Brown, GS Carpenter
Journal of Consumer Research 26 (4), 372-385, 2000
A model of marketing mix, brand switching, and competition
GS Carpenter, DR Lehmann
Journal of marketing research 22 (3), 318-329, 1985
Modeling asymmetric competition
GS Carpenter, LG Cooper, DM Hanssens, DF Midgley
Marketing Science 7 (4), 393-412, 1988
Competitive strategies for late entry into a market with a dominant brand
GS Carpenter, K Nakamoto
Management Science 36 (10), 1268-1278, 1990
The advantages of entry in the growth stage of the product life cycle: An empirical analysis
V Shankar, GS Carpenter, L Krishnamurthi
Journal of Marketing Research 36 (2), 269-276, 1999
The role of market efficiency intuitions in consumer choice: A case of compensatory inferences
A Chernev, GS Carpenter
Journal of Marketing Research 38 (3), 349-361, 2001
Disgusted and afraid: Consumer choices under the threat of contagious disease
C Galoni, GS Carpenter, H Rao
Journal of Consumer research 47 (3), 373-392, 2020
Reflections on “consumer preference formation and pioneering advantage”
GS Carpenter, K Nakamoto
Journal of Marketing Research 31 (4), 570-573, 1994
Status games: Market driving through social influence in the US wine industry
A Humphreys, GS Carpenter
Journal of Marketing 82 (5), 141-159, 2018
Perceptual position and competitive brand strategy in a two-dimensional, two-brand market
GS Carpenter
Management Science 35 (9), 1029-1044, 1989
Handbook of marketing strategy
V Shankar, GS Carpenter, J Farley
Edward Elgar Publishing, 2012
Измерение результативности маркетинга: современные знания и будущие направления
РТ Руст, Т Эмблер, ГС Карпентер, В Кумар, РК Сривастава
Российский журнал менеджмента 5 (2), 63–90-63–90, 2007
Modeling competitive marketing strategies: the impact of marketing-mix relationships and industry structure
GS Carpenter
Marketing Science 6 (2), 208-221, 1987
Market Pioneering, Learning, and Preference.
GS Carpenter, K Nakamoto
Advances in consumer research 15 (1), 1988
Creating and managing brands
AM Tybout, GS Carpenter
Kellogg on marketing, 112-141, 2012
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