About the Authors Sönke Albers Reinhard Angelmar Ulrich

Transcription

1 About the Authors Sönke Albers is Professor of Marketing and Innovation and Dean of Research at Kühne Logistics University in Hamburg, Germany. Up to 2010, he served more than 20 years as Professor of Innovation, New Media, and Marketing at Christian- Albrechts- University at Kiel, Germany. He holds a Ph.D. in Operations Research from University of Hamburg. He is Fellow of the European Marketing Academy and served as President of the German Academic Association for Business Research which comprises nearly all 1800 business professors in Germany, Austria, and Switzerland. His research interests are lying in the areas of marketing planning and sales management. He is author of about 150 articles in international and German journals such as Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing and published over 10 books. He is editor-in-chief and department editor Marketing of BuR Business Research and on the editorial boards of the International Journal of Research in Marketing and other journals. He works with pharmaceutical companies on deployment issues and budgeting. For his work with Bayer he won the ISMS-MSI Practice Prize Competition in Reinhard Angelmar ( Vaccine Marketing ) is Emeritus Professor of Marketing and the Salmon and Rameau Fellow of Healthcare Management, Emeritus, at INSEAD, Fontainebleau. He received his M.B.A. and Ph.D. from Northwestern University. His articles have appeared in the Journal of Marketing Research, Journal of Industrial Economics, Journal of Marketing, and others. With a longstanding interest in pharmaceuticals, he has worked with companies such as Abbott, Amgen, AstraZeneca, Bristol-Myers Squibb, Johnson & Johnson, Novartis, Novo Nordisk, Pfizer, Roche, Sanofi Pasteur, and Takeda. He has also carried out assignments as an expert in litigations between pharmaceutical companies. Ulrich A.K. Betz is Director, Head of the department Innovation and Entrepreneurship Incubator at Merck Serono, a division of Merck KGaA. In this function he is responsible for global innovation management at Merck Serono. For example, he designed and implemented a Merck wide innovation initiative with global idea sourcing and enablement in an entrepreneurial context and an M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry, International Series in Quantitative Marketing 20, DOI / , Springer Science+Business Media New York

2 738 About the Authors innovation incubator under direct board governance, initiated the Merck Serono Innovation Cup and started a comprehensive open innovation and crowd sourcing platform. Before taking over this responsibility he was leading the department Strategic Innovation and Research Portfolio Management in Merck Serono Discovery Research. In this function he was responsible for portfolio management, alliance management, and scouting and business development in discovery and was coordinating various senior management committees. Dr. Betz joined Merck in June 2005 as the Global Operations Manager for the Executive VP Preclinical R&D. In this function he was responsible for the global annual budgeting at Preclinical R&D Merck Pharma Ethicals. During post-merger integration he coordinated the design of the new drug discovery process and milestone criteria after the acquisition of Serono. Prior to joining Merck, he worked 7 years for Bayer AG in various scientific and managerial positions in Pharma Research, including as the strategic assistant of the global Head of Pharma R&D at Bayer HealthCare. He designed and implemented the Pharma Research Europe Science & Technology Award and closed biotech partnering deals to identify new drug targets. One of the drug discovery projects which Dr. Betz has initiated in the area of anti-infectives has moved forward to clinical phase III. Another one is in clinical phase II. Dr. Betz received his Ph.D. in functional genomics and immunology from the University of Cologne and his diploma in biochemistry and physiological chemistry from the University of Tübingen. Dr. Betz is author and coauthor of more than 70 publications (e.g., Cell, Nature Medicine) and patents. He is married and has three children. Tulikaa Bhatia was an assistant professor at Rutgers University at the time of writing this book chapter. She has since then joined the industry and is working on putting her ideas into practice. Dr. Bhatia has more than 10 years of pharmaceutical experience, both in industry and academia, on core business issues to identify and capture top-line growth opportunities. She is the author of several publications in top peer-reviewed journals such as Journal of Marketing Research and the International Journal of Research in Marketing. Dr. Bhatia s areas of expertise are physician decision making, identifying and measuring peer-to-peer network influence, and sales promotion effectiveness. Dr. Bhatia received her Doctorate in Marketing from Kellogg School of Management, Northwestern University. She has a degree in Computer engineering from Birla Institute of Technology, Mesra, and an M.B.A. from Indian Institute of Management Calcutta. Lauren G. Block is the Lippert Professor of Marketing at the Zicklin School of Business, Baruch College. She received her Ph.D. in marketing from Columbia University and her M.B.A. from Emory University. Prior to Baruch, Dr. Block was on the faculty of New York University s Stern School of Business. Dr. Block s work is primarily in areas of health-persuasion, health-goal achievement, and food wellbeing. Her research examines how integrated communications can be most effectively utilized to change consumer health-related attitudes and behavior. Current research focuses on how best to use marketing tools, like food labeling and product

3 About the Authors 739 packaging, to facilitate healthier lifestyle decisions. Her work in these areas has been published in our field s major journals, such as Journal of Public Policy & Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and American Journal of Public Health. Dr. Block is a current Associate Editor for the Journal of Public Policy & Marketing, and the Journal of Consumer Research. She also serves on the Ad Council Research Committee. Dr. Block teaches doctoral level, M.B.A., and undergraduate courses in Marketing Management and Consumer Behavior. She has been the Marketing core faculty in Baruch s distinguished Baruch/Mt. Sinai Graduate M.B.A. program in Health Care Administration since She was the recipient of the 2008 Richard W. Pollay Prize for Intellectual Excellence of Research on Marketing in the Public Interest. Nuno Camacho is Assistant Professor of Marketing at the Erasmus School of Economics, Erasmus University Rotterdam (the Netherlands). His research interests include behavioral modeling (i.e., building econometric models to study individual and joint consumer decision processes) and behavioral economics applied to marketing. In terms of substantive focus, he has been working on topics in pharmaceutical and health marketing and in several projects in the life sciences industry. He has worked on topics related to the adoption of new therapies (e.g., modeling the diffusion of AstraZeneca s Symbicort in the Netherlands, and its competition with GlaxoSmithKline s Seretide/Advair), patient adherence to doctors advice across 17 different countries and several therapeutic areas, and patients propensity to request drugs by brand name (also in different countries). He has also been involved for instance, through case writing and preparation of case-based sessions with managerial challenges faced by many companies within the life sciences industry (such as AstraZeneca, Bayer, Biocon, Elli Lilly, Genomic Health, Genzyme, Medicines Company, Merck Serono, Parexel, PatientsLikeMe, and Sanofi-Aventis). Tat Chan is an Associate Professor of Marketing at the Olin Business School, Washington University in St. Louis. He received a Ph.D. in Economics at Yale University in His research interests are in empirical modeling consumer choice and firm competition using econometric methodologies. He has conducted various research projects in the domain of pharmaceutical marketing, with topics on detailing, clinical trials, physician, and patient learning of the effectiveness and side effects of new drugs. Some of the research has been published in top journals such as Journal of Political Economy and Management Science. James G. Conley serves on the faculty of the Kellogg School of Management and the McCormick School of Engineering at Northwestern University. He is a faculty contributor in the Kellogg Center for Research in Technology & Innovation and serves as a Faculty Fellow at the Segal Design Institute. Beyond academia, he served as an appointed member on the USA Department of Commerce Trademark Public Advisory Committee and is a Charter Fellow of the National Academy of Inventors. His research investigates the strategic use of intangible assets and intellectual properties to build and sustain competitive advantage. This research is informed by the

4 740 About the Authors practice of inventing and licensing his portfolio of patents that have been litigated and licensed to many fortune 500 companies in the USA, Europe, and Asia. He has served as a consultant to firms such as Caterpillar, Sony, Eisai Ltd., Amsted Industries, Honda Motors Ltd., Black & Decker, Microsoft, Intuit, Stihl Inc., Elevance, Dupont, Samsung, and others. Ramarao Desiraju is Professor of Marketing at the University of Central Florida (UCF). He received a B.Tech. in electronics engineering from the Indian Institute of Technology, Madras, and a Ph.D. in Marketing from the University of Florida. He uses quantitative models and techniques to understand the optimality of alternative marketing strategies; in the context of the pharmaceutical industry, his research has examined competitive interactions among manufacturers in the antidepressant, anti-histamine, and anti-viral categories. Some of his work on the above issues has appeared in Marketing Science, Journal of Marketing, Management Science, Journal of Economics and Management Strategy, Production and Operations Management, International Journal of Research in Marketing, Journal of Retailing, and Marketing Letters. Ramarao received the 1999 MSI/H Paul Root Award for the best paper in the Journal of Marketing, the 2003 William R. Davidson award for the best paper in the Journal of Retailing, and he is a co-winner of the 2002 MSI Competition Journal of Marketing Special Section: Linking Marketing to Financial Performance and Firm Value. He serves on the editorial boards of the Journal of Retailing, Marketing Letters, and the Journal of Business-to-Business Marketing. He is a recipient of the 2009 Best Reviewer Award from the Journal of Retailing and in 2010 has been nominated for the university wide Award for Faculty Excellence in Mentoring Doctoral Students at UCF. Min Ding is the Smeal Professor of Marketing and Innovation at Smeal College of Business, the Pennsylvania State University, and Advisory Professor of Marketing, School of Management, Fudan University. Min received his Ph.D. in Marketing (with a second concentration in Health Care System) from Wharton School of Business, University of Pennsylvania (2001), his Ph.D. in Molecular, Cellular, and Developmental Biology from the Ohio State University (1996), and his B.S. in Genetics and Genetic Engineering from Fudan University (1989). His work endeavors to provide theories and tools that have significant value to the practice of marketing, and more generally, economic development in human context. He enjoys working on problems where potential solutions require substantial creativity and major deviation from the received wisdom. Min received the Maynard Award in 2007, Davidson Award in 2012, and his work has also been voted as Paul Green Award finalists (2006 and 2008) and O Dell Award finalist (2010). He has worked with many companies, including those in the pharmaceutical industry, and taught executive courses in the United States and China. He is V.P. of membership for the INFORMS Society for Marketing Science (ISMS). He is the series editor of Springer s Perspective on Sustainable Growth. He is a diehard trekkie, and author of The Enlightened, a novel.

5 About the Authors 741 Songting Dong is a Research Fellow and Senior Lecturer in Marketing at the Research School of Management, the Australian National University. He received his Bachelor s and Doctor s degree of Management (both with distinctions) from Tsinghua University. Part of his Ph.D. training was undertaken at the Smeal College of Business at the Pennsylvania State University. His research interests include improving portfolio management in new product development, designing new methods to measure consumer preferences, decision rules, and loyalty, and finding insights in customer loyalty, satisfaction, and brand equity. His papers have appeared in or been accepted by journals such as Journal of Marketing Research, Journal of Product Innovation Management, and International Journal of Research in Marketing. Xiaojing Dong is Assistant Professor at the Leavey School of Business at Santa Clara University. She currently teaches Principles of Marketing for the Undergraduates and Marketing Analytics for the MBA program. Her research in Pharmaceutical Marketing has been focused on understanding individual physician s decision making and how company s Marketing activities could influence those decisions. Her projects have studied individual-level targeting, cross-category effects of Marketing activities, effects of sampling, physician learning process, as well as comparative detailing visits. Her studies have been published at Journal of Marketing Research, Quantitative Marketing and Economics, and Marketing Letters. She received her Ph.D. from Northwestern University where her dissertation received the Alden G. Clayton Doctoral Dissertation Proposal Award at the Marketing Science Institute. She earned an M.S. degree from Massachusetts Institute of Technology and a B.S. degree from Tsinghua University. Glen M. Doniger is a research specialist at the Center for Medical Decision Making, Ono Academic College. Dr. Doniger is also director of scientific development for NeuroTrax Corp., a computerized cognitive assessment company. Dr. Doniger holds a Ph.D. in Experimental Psychology and an M.A. in Psychology from New York University and has served as a postdoctoral fellow at Princeton University. Dr. Doniger was awarded an NIMH predoctoral NRSA for seminal studies of object recognition from partial information and has published in the fields of medical decision making, geriatrics, neurology, neuropsychology, and cognitive neuroscience. Jehoshua (Josh) Eliashberg is the Sebastian S. Kresge Professor of Marketing and Professor of Operations and Information Management, at the Wharton School of the University of Pennsylvania. He also held visiting scholar positions at the Business Schools of The University of Chicago, Chulalongkorn University (Bangkok, Thailand), Penn State University, INSEAD (Fontainebleau, France), Erasmus University (Rotterdam, The Netherlands), Singapore Management University, Carnegie-Mellon University, The University of British Columbia, UCLA, Time Inc., and at the Operations Research Department at AT&T Bell Laboratories. Professor Eliashberg received a B.Sc. in Electrical Engineering from the Technion-Israel Institute of Technology at Haifa, an M.B.A. from Tel-Aviv

6 742 About the Authors University, and a doctoral degree in Decision Sciences and Marketing from Indiana University. He also received an Honorary Masters from the University of Pennsylvania. Professor Eliashberg s research interests are in developing models and methodologies to solve business problems. His research has focused on various issues including new product development and feasibility analysis, marketing/ manufacturing/r&d interface, and competitive strategies. He has particular interest in the media and entertainment, pharmaceutical, and the hi-tech industries. He has authored numerous articles appearing in major journals such as: Decision Support Systems, European Journal of Operational Research, Group Decision and Negotiation, Interfaces, International Journal of Research in Marketing, Journal of Economic Psychology, Journal of Marketing, Journal of Marketing Research, Management Science, Manufacturing and Service Operations Management, Marketing Science, and Optimal Control Applications & Methods. His work in the entertainment industry has been the subject of articles appearing in BusinessWeek, The Christian Science Monitor, The Financial Post, Financial Times, Forbes, Fortune, Los Angeles Times, The Philadelphia Inquirer, The New York Times, Variety, Newsweek, The Wall Street Journal, The Washington Post. He has co-edited the books, Handbooks in Operations Research and Management Science: Marketing (with G. L. Lilien) and Managing Business Interfaces: Marketing, Engineering, and Manufacturing Perspectives (with Amiya K. Chakravarty). Professor Eliashberg has held various editorial positions in leading professional journals including: the Marketing Departmental Editor in Management Science, an Editorial Board member for Marketing Science, the European Journal of Operational Research, Marketing Letter, and Senior Editor for Manufacturing and Service Operations Management. He is currently the Series Editor of Springer s International Series in Quantitative Marketing and the Editor-in-Chief of Foundations and Trends in Marketing. He was elected a Fellow of the INFORMS Society for Marketing Science for his contributions to the field in June His other professional services have included membership on the advisory boards of the National Science Foundation, the American Councils for International Education, and the academic liaison committee of the CMO Council. Professor Eliashberg has been teaching the following courses at Wharton: Marketing Research; Models for Marketing Strategy; New Product Management; Design, Manufacturing, and Marketing Integration; and Analysis of the Media and Entertainment Industries. Prior to joining academia, he was employed for a number of years as an electronic engineer and marketing. He has participated extensively in various executive education programs. His executive education and consulting activities include AccentHealth, AstraZeneca, AT&T, Booz, Allen & Hamilton, Bell Atlantic, Campbell Soup, Cheil Communications, CTV Television Network (Canada), Domino s Pizza, Franklin Mint, General Motors, Givaudan, HBO, IBM, Independence Blue Cross, Inmar, Janssen Pharmaceutica Inc., Johnson & Johnson, L G Electronics, Lucent Technologies, Multimedia Development Corp. (Malaysia), Pathe Cinema (Holland), Philip Morris, Pfizer, The Siam Cement Group (Thailand), Sirius Satellite Radio, Warner Home Video, Weave Innovations Inc., Woodside Travel Trust, and Wyeth Pharmaceuticals.

7 About the Authors 743 Marc Fischer (Ph.D., University of Mannheim) holds the Chair for Marketing and Market Research at the University of Cologne. He has been working with pharmaceutical companies for almost 20 years. His expertise includes the measurement and management of marketing performance, brand management, and the optimization of the marketing mix. His articles have appeared in Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics, Interfaces, and other academic journals. He won the ISMS-MSI Practice Prize with a work on optimizing the allocation of marketing expenditures at Bayer. He was finalist for the 2010 Franz Edelman Award competition on achievements in operations research. Dr. Fischer is member of the scientific advisory board of the Center for Brand Management and Marketing (ZMM) in Hamburg. In 2010, he joined the Marketing Accountability Standards Board (MASB) in Chicago where he serves at the advisory council. He was executive director of a German-speaking business study program at the State University of Management at Moscow and served as executive director of the Center for Market Research at the Institute for Market and Economic Research in Passau. Michael Gerards is Director Innovation Management in the Chemicals division Performance Materials at Merck KGaA, Darmstadt, Germany. He was responsible for setting up a cross-divisional (Pharma & Chemicals) global corporate idea management process with interdisciplinary and internationally oriented business development teams. Within an incubator framework the teams were encouraged to transform their entrepreneurial energy into the development of novel products and applications. Collaboration platforms, marketplaces, Bootcamp concepts, and business model innovation played a significant role in the process. As a member of the Merck Millipore Technology Council and the Innovation Steering Committee of the Merck Group, Michael Gerards looks back on 20 years of experience in R&D, innovation, and business development. He was responsible for strategic projects in the specialty chemicals business, for instance, on the field of renewable energy, printable electronics, and nanotechnology R&D cooperation in Asia. Arun Gopalakrishnan is a doctoral student in marketing at the Wharton School of the University of Pennsylvania. He received a Bachelor of Engineering degree in Electrical and Electronic Engineering from the University of Auckland and a Master of Business Administration degree from the Pennsylvania State University. Arun has worked for Motorola Labs in Research and Development, building robust speech recognition technologies for hand-held devices, and for E.I. du Pont de Nemours and Company as a marketing manager responsible for global marketing strategy, new product development, and pricing for various polymer product lines. His research interests include customer response modeling, hierarchical Bayesian models, consumer dynamic decision making, and how firms organize for innovation. Sachin Gupta is the Henrietta Johnson Louis Professor of Management and Professor of Marketing at the Samuel Curtis Johnson Graduate School of Management at Cornell University. He received his Ph.D. from Cornell as well. His previous papers have been honored with the O Dell Award and the Paul Green

8 744 About the Authors Award of the American Marketing Association, and he is also the recipient of several teaching awards. He is on the editorial boards of the Journal of Marketing Research and Marketing Science. Yaniv Hanoch is an associate professor at the School of Psychology, University of Plymouth, UK. His research interests include decision making and risk taking. In particular, he is interested in examining older adults consumer decision making and risk taking behavior in various domains. His work has examined older adults health insurance decisions (Medicare Part D). In a second strand of research, Dr. Hanoch has been investigating parents decisions regarding administrating overthe- counter medication to their children. Dr. Hanoch has close to 50 publications in a wide range of journals, in such disciplines as economics, philosophy, public health, and psychology. Veronika Ilyuk is a Ph.D. student in Marketing at the Zicklin School of Business, Baruch College. She received her Bachelor s degree in International Marketing from Baruch College and was selected Valedictorian of her graduating class. Her research interests include consumer behavior specifically the effects of contextual factors on product inference formation and subsequent decision making, product experiences (e.g., efficacy judgments), and reliance on heuristics within a health context (Pharmaceutical and Food & Beverage industries). Her current projects study consumers intuitive beliefs about product efficacy duration and the effects of product packaging on efficacy expectations and consumption experiences. Veronika s interest in this domain stems from her background in Marketing/ Psychology at Baruch College and experience studying European Business Strategy in Copenhagen, Denmark and Brussels, Belgium. She received the Mills- Tennenbaum Award for the Fall 2011 Spring 2012 semesters and the John A. Elliott Teaching Award in Fall She teaches undergraduate Introduction to Business and M.B.A. Marketing Management in the Health Care Administration Program at Baruch College. Caglar Irmak is Assistant Professor of Marketing at the Moore School of Business, University of South Carolina. His research investigates how consumers make inferences about effectiveness and healthfulness of products and how motivation and expectations shape these inferences and subsequent consumption experiences. In a second line of research, he focuses on corporate social responsibility and pro-social behavior. His research has appeared in the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Marketing Letters, and Journal of Macromarketing. Caglar received his Ph.D. in Marketing at Baruch College, City University of New York, where he taught several courses including marketing strategy and new product development to undergraduates as well as executives in Baruch s international programs in Taiwan and Hong Kong. He currently teaches Consumer Behavior and Marketing Practicum, a project-based class, to undergraduates at the Moore School of Business, University of South Carolina.

9 About the Authors 745 Dipak C. Jain is Dean of INSEAD, the international business school with campuses in Fontainebleau (France), Singapore, and Abu Dhabi. He is also the INSEAD Chaired Professor of Marketing. Before joining INSEAD, he was Dean of Northwestern University's Kellogg School of Management from 2001 to 2009 where he also served as the Sandy and Morton Goldman Professor in Entrepreneurial Studies and a Professor of Marketing. Beyond academia, he serves as a member of the board of directors of Deere & Company (USA), Northern Trust Corporation (USA), and Reliance Industries (India). He has served as a director at United Airlines (USA), Peoples Energy (USA), and Hartmarx Corporation (USA). He has served as a consultant to Microsoft, Novartis, American Express, Sony, Nissan, Motorola, Eli Lilly, Phillips, and Hyatt International. Rama K. Jayanti is Professor of Marketing at Cleveland State University and is a Fulbright Scholar scheduled to teach and research at Indian Institute of Management, Bangalore, in India during spring of Her research focuses on pharmaceutical marketing, sustainability, consumer learning in online communities, customer satisfaction, and advertising opportunities in networked communities. Her research has been published in Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising Research, and Journal of Public Policy & Marketing. Her recent research on virtual health communities was featured in Crain s Cleveland Business and in Medill s News of Chicago (A newsletter of Medill s School of Medicine, Northwestern University). She has received the prestigious McGraw Hill Steven J. Shaw Best Paper Award at the Society for Marketing Advances Conference in Dr. Jayanti serves on the Editorial Review Board of Journal of Advertising Research, Journal of Services Marketing, Journal of Marketing Theory and Practice and is an ad hoc reviewer for Journal of Consumer Psychology and Journal of the Academy of Marketing Science. Dr. Jayanti teaches doctoral, MBA, and undergraduate courses in Consumer Psychology, Marketing Strategy, Sustainability, and Advertising and Promotion Management. She is actively involved with several non-profit groups such as Playhouse Square and Habitat for Humanity and is an ardent champion of sustainability initiatives at the business college and the university. Eelco Kappe is an Assistant Professor of Marketing at Pennsylvania State University. He received his Ph.D. in marketing from the Erasmus University Rotterdam in The Netherlands. His research centers around three themes: dynamic sales response modeling, pharmaceutical marketing, sports marketing, and marketing in the presence of negative events. His work includes studies on measuring sales force effectiveness, the impact of clinical studies, and the evaluation of specific pharmaceutical lifecycle extension strategies. Ceren Kolsarici is an Assistant Professor in Queen s School of Business in Canada. Before joining Queen s University as a faculty member, Dr. Kolsarici earned her Ph.D. in Marketing (2009) from McGill University. She also holds an MBA (2004) from Bilkent University and a B.Sc. in Industrial Engineering (2002) from Middle East Technical University. In 2008, she was distinguished as the American Marketing

10 746 About the Authors Association-Sheth Consortium Fellow. She was also nominated for national (SSHRC) and provincial (ADESAQ) doctoral dissertation awards by McGill University at the faculty level. Specializing in advertising, diffusion of new products, and pharmaceutical marketing, Ceren develops new models and methods to improve managerial decisions and marketing applications in practice, by helping managers better understand how marketing affects performance. Her work in the pharmaceutical industry encompasses several critical areas including understanding the impact of governmental regulations on strategic planning and effectiveness of DTC advertising, diffusion of highly anticipated blockbuster drugs, the role of physician and patient-directed advertising on the adoption of prescription pharmaceuticals. In addition to pharmaceutical marketing, Ceren works on the design and evaluation of integrated marketing communications campaigns, media selection and scheduling, marketing budgeting, and development of advertising creative strategies. Ceren s work has been published in prestigious journals such as Journal of Marketing Research and International Journal of Research in Marketing. She has presented her research at UC Davis, Northwestern University, Erasmus University, Tilburg University, as well as national and international conferences in Australia, Belgium, the USA, the Netherlands, Germany, and Turkey. Thomas Kramer is Associate Professor of Marketing at the Darla Moore School of Business, the University of South Carolina. He received his Ph.D. degree from Stanford University and his M.B.A. and Bachelor s degree from Baruch College, CUNY. His research interests focus on examining factors that influence preference construction and subsequent decision-making, including irrational consumer beliefs, biases, and heuristics. His research appeared in top marketing and decisionmaking journals, including Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Consumer Psychology, and Organizational Behavior and Human Decision Processes. He has taught undergraduate, M.B.A., Ph.D., and executive-level courses in Marketing Management, Marketing Research Consumer Behavior, and International Marketing. Vardit Landsman is an Assistant Professor of Marketing at the Recanati Business School, Tel- Aviv University (Israel), and the Erasmus School of Economics, Erasmus University Rotterdam (The Netherlands). Her work involves the study of dynamics in consumers and firms choices in multifaceted market situations, using econometric models and advanced estimation approaches. In particular, she studies choice processes within new markets and the study of marketing issues in the context of life sciences. Her work appeared in journals such as Marketing Science, Management Science, and the Journal of Marketing and the Quantitative Marketing and Economics. She also won several research grants. Robert Latimer is a doctoral candidate in marketing at the Stern School of Business, New York University. Robert received his B.Sc. in psychology at the University of Alberta (2008). His research examines how consumers process, remember, and judge unusual or bizarre information and experiences.

11 About the Authors 747 Peter S.H. Leeflang ( Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future ) is the Frank M. Bass Distinguished Professor of Marketing at the University of Groningen. He studied econometrics in Rotterdam, obtaining both his M.A., in 1970, and his Ph.D., in 1974, at the Netherlands School of Economics. During , he was assistant Professor at the Interfaculty for Graduate Studies in Management at Rotterdam/Delft. In the period , he was Dean of the Department of Economics and Deputy-Vice Chancellor of the University of Groningen. He has authored or coauthored 20 books including Mathematical Models in Marketing (Stenfert Kroese, Leiden, 1974) with Philippe A. Naert, Building implementable Marketing Models (Martinus Nijhoff, The Hague/Boston, 1987) and with Dick Wittink, Michel Wedel, and Philippe Naert Building Models for Marketing Decisions (2000). Other examples of his published work can be found, inter alia, in Applied Economics, The Journal of Marketing, The Journal of Marketing Research, The International Journal of Research in Marketing, Management Science, Marketing Science, Quantitative Marketing and Economics, The Journal of Economic Psychology, The International Journal of Forecasting and the Journal of Econometrics. In he was President and from 1981to1990 Vice-President of the European Marketing Academy. In 1990 and 2003 he was Visiting Professor of Marketing at the University of California at Los Angeles (Anderson Graduate School of Management). He has also taught Ph.D. courses in Alicante, Helsinki, Vienna, Innsbruck, and St. Gallen. In 1999 he became a member of the Royal Netherlands Academy of Arts and Sciences. From 2004 to 2010 he was affiliated with the Johann Wolfgang Goethe Universität at Frankfurt am Main. From 2010 onwards he occupies the BAT-chair in Marketing at LUISS Guido Carli and he is affiliated as Research Professor to Aston Business School (UK). Jiaoyang (Krista) Li is a Ph.D. student in Marketing at the Mays Business School of Texas A&M University. Prior to joining the Ph.D. program, Jiaoyang was the Manager of Analytical Consulting at Symphony Marketing Solutions. Jiaoyang has over 7 years of experience working with companies in the pharmaceutical industry. Michael Li is a vice president of Applied Science at Pascal Metrics, a Patient Safety Organization, specializing in predictive modeling and data mining on EMR data to reduce adverse events and readmission. Previously, he had worked at ImpactRx as a senior director of Custom Solutions and director of Advanced Analytics, and at IMS Health as senior statistician and a principal methodologist. He developed methodologies, models and methods, approaches, and processes at both ImpactRx and IMS Health using various commercial data assets and clients data. His past pharmaceutical practice areas include competitive promotion evaluation, message effectiveness, segmentation and targeting, sales force optimization, call planning, sample

12 748 About the Authors strategy, territory alignment, compensation, sales force effectiveness and quality, SFA data mining, marketing mix, digital channel effectiveness, product forecasting, new product launch planning, pricing and co-pay, ATU, managed care strategy, etc. He received his doctoral degree in Economics from the University of Rochester. Qiang Liu is an assistant professor of marketing at the Krannert School of Management at Purdue University, where he teaches marketing management and digital marketing strategies. He received his Ph.D. in Management from Cornell University in He also received his B.A. in Economics from China Center for Economic Research at Peking University, and his M.A. in statistics from the University of California at Berkeley. His research interests include marketing of prescription drugs, competitive strategies, and new product entry in pharmaceutical industry. His papers have appeared in the International Journal of Research in Marketing and Journal of Product Innovation Management. Murali K. Mantrala is Sam M. Walton Distinguished Professor of Marketing at the University of Missouri, Columbia (MU). Previously, he was J.C. Penney Associate Professor at the University of Florida, Gainesville ( ) and then Manager at ZS Associates, Evanston, Illinois ( ). At ZS, Murali worked on multiple sales and marketing research projects for pharma clients such as Eli Lilly and Novartis. Earlier in his career, Murali was a sales manager at Sandoz Pharmaceuticals, Mumbai, India, managing a 17-member sales force engaged in detailing to physicians and hospitals across the state of Tamil Nadu. Murali holds a Ph.D. in Marketing from Northwestern University; MBAs from the University of Minnesota, Minneapolis, and Indian Institute of Management, Calcutta; and a B.S. (Honors) in Physics from University of Delhi, India. His research on topics such as sales resource allocation & compensation design, pharmaceutical marketing, and retail pricing strategies has appeared in leading academic journals such as Journal of Marketing Research (JMR), Journal of Marketing (JM), Marketing Science (MKS), and Marketing Letters. Two of his papers in JMR were finalists for the O Dell Award and another in MKS won the Bass Award. Murali is an Associate Editor of Journal of Retailing, and serves on the editorial boards of JM and Journal of Personal Selling and Sales Management. He was a co-chair of the 43rd AMA Sheth Foundation Doctoral Consortium at MU in 2008 and the biannual Enhancing Sales Force Productivity Conferences in 2006, 2008, and Murali has been an invited keynote speaker at the Pharmaceutical Management Science Association (PMSA). In 2010, he received the Humboldt Research Award from the Alexander Humboldt Foundation in Germany for lifetime research contributions. Talya Miron-Shatz is the founding director of the Center for Medical Decision Making, Ono Academic College, and CEO of CureMyWay, a start-up company that combines patient decision making with digital health. She received her bachelor s, master s and doctoral degrees in psychology from the Hebrew University and was a postdoctoral research fellow with Nobel Laureate Daniel Kahneman at Princeton University. Dr. Miron-Shatz taught consumer behavior to undergraduates and MBAs at the Wharton School of the University of

13 About the Authors 749 Pennsylvania. Her research examines how patients and healthcare professionals understand and convey risk information and factors affecting adherence to warnings and to medication. Her work is published in books Better doctors, better patients, better decisions: Envisioning healthcare Cambridge: MIT Press; Evidence Based Patient Choice, 2nd ed. Oxford: Oxford University Press and in such journals as Health Psychology, Journal of Health Communication, Emotion, and Psychological Science. Translating her academic research into practice, she chairs the business track and leads the start-up panel at the Medicine 2.0 conference, leads NYC s Pharma 2.0 meetings as part of NYC s Health 2.0 meetup, consults pharmaceutical companies and related agencies, and writes about medical decision making for Psychology Today. Pierre A. Morgon is the Vice President, Franchise & Global Marketing Strategy, and member of the Executive Committee at Sanofi Pasteur (the vaccine division of Sanofi). He is also the nonexecutive director to the Board of Theradiag (formerly BioMedical Diagnostics) in March 2012, a company focusing on in vitro diagnostics in auto-immunity, infectious diseases, and allergy. He holds a Doctorate of Pharmacy from Lyon University, France, a Masters in Business Law from the Lyon Law School, and a MBA from ESSEC, France. He is also an alumnus of INSEAD, IMD, and MCE executive programs. Pierre Morgon has over 25 years of experience with blockbuster products in diverse markets (primary care, specialty care, hospital, vaccines, and biotechnology), geographies (US, Europe, Japan, China, India, Emerging Markets), and organizations. His experiences include marketing and operations positions at ICI-Pharma as Product Manager, then at Synthelabo (a division of L Oreal) as International Group Product Manager and International Marketing Director, and then at Aventis Pasteur as Vice President Marketing. Then he has been leading operations in diversified contexts, first at Yamanouchi Pharma France as General Manager, at BMS France as Vice President, Hospital Operations, at Schering-Plough as Director of the Primary Care business unit in France, and at BioAlliance Pharma as Chief Operating Officer and Member of the Management Board. Chakravarthi Narasimhan is the Philip L. Siteman Professor of Marketing in the Olin Business School at Washington University. His current research interests are in strategic value of information, incorporating non-microeconomic foundations in strategic models, understanding the impact of promotions on brands, examining interaction of multiple marketing strategies, and supply chain contracts, especially supply chain strategies under uncertainty. He has published in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Journal of Business, Journal of Econometrics, and Harvard Business Review among others. He is an Area Editor of Marketing Science and is an associate editor of Quantitative Marketing and Economics. Ernst C. Osinga ( Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future ) is Assistant Professor of Marketing at Tilburg University, the Netherlands.

14 750 About the Authors He earned a Ph.D. (cum laude) from the University of Groningen. His research interests are in the development of dynamic models in the areas of pharmaceutical marketing, the marketing finance interface, and (online) retailing. His research has been published in the Journal of Marketing and Journal of Marketing Research. He received a Veni research grant from the Netherlands Organisation for Scientific Research (NWO) for studying patients and physicians reactions to the introduction of generic and over-the-counter drugs. Elina Petrova, Assistant Professor at Washington State University, conducts research on innovation and entrepreneurship, marketing of prescription and nonprescription drugs, and household purchase behavior. She has a Ph.D. in Industrial Administration (Marketing) from Carnegie Mellon University, a Master s degree in Interdisciplinary Mathematics from the University of Warwick, UK, and a Master s degree in Electronic Engineering from the Technical University in Sofia, Bulgaria. She has also spent 4 years as a manager of two small international companies, getting the experience and the inside perspective of complex business decision-making from the trenches. Her multi-track background and avid interests in technology and business alike, along with her training in both exact and applied sciences, motivate her to do research on issues spanning diverse knowledge domains. Her papers on consumer learning and valuation of OTC drugs and on promotion of prescription drugs, published in Marketing Science and Journal of Marketing, were among the first in their respective areas. This work, combined with Dr. Petrova s current focus on innovation, prompted her to focus her review for this volume on the complex and multifaceted process of drug discovery and development. In her chapter on innovation in the pharmaceutical industry she presents a systematic overview of the existing knowledge on this topic from a business and academic perspective. Innovation in the pharmaceutical industry is intrinsically linked to scientific breakthroughs, cutting edge technology, painstaking research, and evolving organizational modes. Discovering and developing new drugs is a rather unique process: rooted in complex inter-organizational arrangements and codependencies, heavily influenced by externalities, and operating under stringent regulations. Yet, as a research area it remains relatively underexplored despite its vast practical importance. Integrating analytical frameworks and research methodologies from various business disciplines can assist in identifying systematic dependencies and key patterns of impact. Modeling the interplay between rather involved strategic decisions and firm performance can lead to more profound and holistic understanding of the complex mechanisms related to innovation in the pharmaceutical industry. Future research in this domain would not only provide for a fascinating array of interdisciplinary work but may also pinpoint new pathways for optimization of the innovation process that are applicable to other industries, too. Priya Raghubir joined New York University Stern School of Business as a Professor of Marketing and Mary C. Jacoby Faculty Fellow in July Prior to joining NYU Stern, Professor Raghubir was a professor at the Haas School of Business, University of California at Berkeley. She also taught at the

15 About the Authors 751 Hong Kong University of Science and Technology. She has taught undergraduate, M.B.A., Ph.D., and executive education courses in China, France, India, and the USA. Professor Raghubir s teaching interests are in the areas of marketing research, consumer behavior, and marketing strategy, and her research interests are in the areas of consumer psychology, including survey methods, psychological aspects of prices and money; risk perceptions; and visual information processing. She has published more than 40 articles in such journals as the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Marketing Science. She is on the editorial boards of six journals, and has delivered more than 100 presentations of her research at major universities, symposia, and conferences around the world. Additionally, Professor Raghubir has consulted with Acufocus, Adobe, BioRad, Boston Scientific, Daimler-Chrysler, Google, PayCycle, University of California at San Francisco, and the Centre for Executive Development at the Haas School of Business. She has also worked in the financial industry with Jardine Fleming and Citibank in Hong Kong and India. Professor Raghubir received her undergraduate degree in Economics from St. Stephen s College, Delhi University; her M.B.A. from the Indian Institute of Management, Ahmedabad, and her Ph.D. in Marketing from New York University. Enar Ruiz-Conde ( Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What we Know and Challenges for the Future ) is an associate professor in the Department of Marketing at the Faculty of Economics and Business Administration at University of Alicante (Spain). She received a Ph.D. in economics from the University of Groningen and an M.Sc. in international trade from the University of Alicante. Her research interests include innovation diffusion models, marketing variables, pharma marketing, and educational innovation. Her research has appeared in such journals as European Journal of Innovation Management, Higher Education, Journal für Betriebswirtschaft and Marketing ZFP-Journal of Research and Management. Venkatesh (Venky) Shankar is Professor of Marketing and Coleman Chair in Marketing and Director of Research at the Center for Retailing Studies, Mays Business School, Texas A&M University. His areas of specialization include Digital Business, Competitive Strategy, International Marketing, Innovation, New Product Management, Pricing, Retailing, Branding, and Mobile Marketing. Shankar has a Ph.D. in marketing from the Kellogg Graduate School of Management, Northwestern University and has corporate experience in the areas of marketing and international business development. He has worked in diverse countries. He has been recognized as one of the top ten experts on innovation management worldwide. Shankar has won awards from such sources as the American Marketing Association ( AMA ) and the Marketing Science Institute ( MSI ). He has published in academic journals such as the Journal of Marketing Research, Management Science, Marketing Science, Strategic Management Journal, Journal of Marketing, Journal

16 752 About the Authors of Public Policy and Marketing, Journal of Retailing, Harvard Business Review, and Sloan Management Review, and in business periodicals such as Wall Street Journal and Financial Times. He is a winner of the 2012 Vijay Mahajan Award for Lifetime Contributions to Marketing Strategy, 2006 Robert Clarke Award for the Outstanding Direct and Interactive Marketing Educator, 2001 IBM Faculty Partnership Award, the 1999 Paul Green Award for the Best Article in Journal of Marketing Research, the 2000 Don Lehmann Award for the Best Dissertation-based Article in an AMA journal, and the Sheth Award for the best paper in the Journal of Academy of Marketing Science. The Shankar-Spiegel Award from the Direct Marketing Educational Foundation is named in his honor. He is ex-president of the Marketing Strategy SIG, AMA and serves on the Chief Marketing Officers (CMO) council and Business-to-Business (B2B) Leadership Board. He was a Faculty Fellow of the 1999, 2000, 2003, 2004, 2005, 2007, 2008, 2009, 2010, 2012, and 2013 Doctoral Consortia, and the 2001 e-commerce Consortium of the AMA. He is Editor Emeritus of the Journal of Interactive Marketing and is an Academic Trustee of the MSI. He is also an ex-associate editor of Management Science and is on the editorial boards of Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, and Journal of Retailing. He has been a keynote speaker in several conferences and has delivered over 230 presentations in countries ranging from Australia to the Netherlands. He is a three-time winner of the Krowe Award for Teaching and has taught Marketing Management, Digital Business Strategy, Competitive Marketing Strategy, and International Marketing. He was a visiting scholar at the Sloan School of Management, MIT. He has also been a visiting faculty at INSEAD, Singapore Management University, SDA Bocconi, the Chinese European International Business School at Shanghai, and the Indian School of Business. He is co-editor of the Handbook of Marketing Strategy and the author of Shopper Marketing. Shankar has consulting or executive training experience with organizations such as Allstate, Cap Gemini Ernst & Young, Colgate Palmolive, GlaxoSmithKline, Hewlett Packard, HSBC, IBM, Intel, Lockheed Martin, Lucent Technologies, Marriott International, Medtronic, Northrop Grumman, PepsiCo, Philips, and Volvo. He has made several appearances on CNN, C-SPAN, and Voice of America. He has been on many advisory boards, including IBM s e-business Conference Advisory Committee, European e-business Center, ESSEC, France, and Ingenium Corporation. He has served as an expert witness in legal cases. Jagdip Singh is AT&T Professor of Marketing at the Case Western Reserve University in Cleveland, Ohio. Dr Singh holds a Ph.D. in Marketing from the Texas Tech University (1985) and a Bachelor in Technology (Electrical Engineering) from Indian Institute of Technology, Delhi (1975). Dr. Singh has edited a book for the Legend in Marketing series titled, Marketing Theory: Philosophy of Science Foundations of Marketing, and published in peer-reviewed journals including Journal of Marketing, Journal of Marketing Research, Academy of Management Journal, Academy of Management Review, Management Science, Journal of Consumer Research, Psychological Assessment, Journal of the Academy of