How I Wrote This

Brett Gordon and Karen Winterich
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"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.

  1. 16/04

    Ep. 28 - The Open Design Effect with Martin Schreier and Darren Dahl

    A PhD student's curiosity about open innovation. That's all it took to spark a research journey into why companies like Allbirds give away their proprietary technology—and why consumers reward them for it. JMR Co-Editor Karen Winterich speaks with Martin Schreier (WU Vienna) and Darren Dahl (UBC) about their paper, "The Open Design Effect”, co-authored with Lukas Maier (WU Vienna). The study revealed that when firms openly share internal knowledge with the outside world—what they call "inside-out" innovation—consumers perceive societal benefits and show greater willingness to pay. In the episode, you'll hear how a research stay in Vancouver brought the team together, why a Tesla example became a "lightning rod" through multiple review rounds, and the hard-won lessons about construct precision in today's publication landscape.

    1 h 3 min

  2. 11/03

    Ep. 27 - The No Hunger Games with Sylvia Hristakeva, Jura Liaukonyte and Leo Feler

    GLP-1 drugs like Ozempic and Wegovy are changing more than just waistlines—they're disrupting the grocery aisle. JMR Co-Editor Brett Gordon speaks with Sylvia Hristakeva (Cornell), Jura Liaukonyte (Cornell), and Leo Feller (Numerator) about their paper, "The No Hunger Games: How GLP-1 Medication Adoption is Changing Consumer Food Demand.” The study linked GLP-1 usage survey data to 150,000 households' purchase data, finding that grocery spending declines by approximately 5% within six months, concentrated in processed, calorie-dense categories. Spending reverts to pre-adoption levels upon stopping the medication. In the episode, you’ll hear how quickly the project came together and the challenges of working on such a high-profile topic. Paper on SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5073929 Paper at JMR: https://journals.sagepub.com/doi/10.1177/00222437251412834

    59 min

  3. 9/02

    Ep. 26 - AI, Authorship, and the Editorial Process

    Questions about using AI responsibly in your research or checking ‘Yes’ to AI use in the submission process? This special episode has JMR Editor in Chief, Rebecca Hamilton, and co-editors Kapil Tuli and Raghu Iyengar joining co-hosts Brett Gordon and Karen Winterich to discuss the role of AI in authorship and the editorial process.

    46 min

  4. 11/01

    Ep. 25 - Persevering from the “Idea Nugget” to Publication with Yuechen Wu, Jared Watson, and Ali Faraji-Rad

    A single demographic statistic about car leasing. That's all it took to spark a fascinating research journey into how the perceived stability of our romantic relationships shape the products we choose to rent versus own. In this episode, Yuechen Wu  joins JMR Co-Editor Karen Winterich to reveal the story behind "Who Will I Be Without You? Consequences of Perceived Romantic Relationship Status Stability on Product Rentals." From that initial nugget of curiosity to navigating the challenges of the review process, Yuechen and co-authors Jared Watson and Ali Faraji-Rad share how persistence—and friendship—can transform a curious observation into groundbreaking consumer research.

    47 min

  5. 14/12/2025

    Ep. 24 - Customer Based Corporate Valuation with Dan McCarthy and Peter Fader

    To figure out how much a company is worth, start with its customers. This episode explores customer-based corporate valuation and how individual buying behavior ultimately drives firm value. Join JMR Co-Editor Brett Gordon as he speaks with Dan McCarthy (University of Maryland) and Peter Fader (University of Pennsylvania) about their paper, “Customer-Based Corporate Valuation for Publicly Traded Noncontractual Firms,” and how they used publicly disclosed customer metrics to value companies like Wayfair—work that even caught the attention of Wall Street.

    47 min

  6. 16/11/2025

    Ep. 23 - How Fatal School Shootings Impact Local Economies

    Have you ever been inspired to study a research problem, only to hear: “How is that relevant to marketing?” Such was the case for Muzeeb Shaik who wanted to understand if the impacts of fatal shool shootings extended to the marketplace. In this episode, JMR Co-Editor Karen Winterich talks with Muzeeb, John Costello, and Adithya Pattabhiramaiah to learn how they were able to build on initial data showing decreased grocery purchases to identify that heightened anxiety for consumption in public spaces not only impacts grocery purchases but also spending at food and beverage places, leading to their JMR article coauthored with Mike Palazzolo and Hari Sridhar.

    52 min

  7. 18/10/2025

    Ep. 22 - Frugality is Hard to Afford with Yesim Orhun and Mike Palazzolo

    For some, the strategies that save money require money they don't have. This episode explores the "poverty penalty" and how financial constraints make saving money a challenge for lower-income households. Join JMR Co-Editor Brett Gordon as he speaks with Yesim Orhun (University of Michigan) and Mike Palazzolo (UC Davis) about their award-winning article, "Frugality is Hard to Afford.

    46 min

  8. 20/09/2025

    Ep. 21 - Brands Speaking Slang with Bryce Pyrah and Alice Wang

    You might talk slang with your friends, but what happens when brands try using slang?  In this episode, JMR Co-Editor Karen Winterich talks with Bryce Pyrah and Alice Wang about their article, The Slang Paradox: Connecting or Disconnecting with Consumers?, coauthored with Yiyi Li and Ying Xie. Hear how Alice decided to give the idea a chance even though she was uncertain at first and how Bryce has already learned the importance of perseverance in Episode 21.  Listen on Apple Podcasts, Spotify, or wherever you get your podcasts.

    49 min
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Sobre

"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.

Informação

  • Autoria
    Brett Gordon and Karen Winterich
  • Anos em atividade
    2023 - 2026
  • Episódios
    30
  • Classificação
    Para todos
  • Copyright
    © Brett Gordon and Karen Winterich
  • Site do programa
    How I Wrote This

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