Gerard J. Tellis

Director of the Center for Global Innovation, Neely Chair of American Enterprise and Professor of Marketing

University of Southern California

Biography

Gerard J. Tellis (Ph.D., Michigan) is the director of the Center for Global Innovation, Neely Chair of American Enterprise, and professor of marketing at the Marshall School of Business, the University of Southern California, Los Angeles, California.

Dr. Tellis is a world-renowned expert in innovation, market entry, new product growth, global strategy, advertising, promotion, and pricing. He has published over eighty papers and books on these topics (see http://www-rcf.usc.edu/~tellis/publications.htm). His articles and books have won fifteen awards, including four of the most prestigious awards in the field of marketing: the Frank M. Bass, William F. Odell, Harold D. Maynard (twice),and the Vijay Mahajan award for lifetime contributions to marketing strategy.

His book titled, Will and Vision: How Latecomers Grow to Dominate Markets, (co-authored with Peter Golder, McGraw Hill) refutes the common belief in first mover advantages and explains the real causes of enduring market leadership. The book was cited as one of the top ten books in business by the Harvard Business Review and was the winner of the American Marketing Association Berry Award for the best book in marketing over the last three years. His recent book, Effective Advertising: How, When, and Why Advertising Works, summarizes almost 50 years of research on advertising effectiveness.

Dr. Tellis is a trustee of the Marketing Science Institute and a senior research associate and visiting chair of Innovation, Marketing, and Strategy at the Judge Business School, Cambridge University, United Kingdom. He has also been a visiting fellow of Sidney Sussex College, Cambridge University, and a distinguished visitor, Erasmus University, Rotterdam. Previously he worked as a sales development manager for Johnson & Johnson. Dr. Tellis consults with major multinational corporations, has been on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and Marketing Science for several years and is associate editor of the Journal of Marketing Research, and a guest area editor for Marketing Science.