2007 Headlines
Sachin Gupta Receives 2008 O'Dell Award From the "Journal of Marketing Research"
December 2007 | Ithaca, NY | The Johnson School at Cornell University announces Sachin Gupta, Henrietta Johnson Louis Professor of Management and professor of marketing, will receive the 2008 O'Dell Award from the "Journal of Marketing Research." The award is given to authors of the best article published in the "Journal of Marketing Research" five years out. Originally published in 2003, "Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is" was co-authored by Harald J. van Heerde of the University of Waikato, and Dick R. Wittink at the Yale School of Management, and was chosen for its significant contribution to marketing theory, methodology and practice.
Gupta's model focused on the net change in sales as a result of a promotion within the category instead of the gross change for non-promoted brands. This distinction accounts for sales promotions which increase the entire category volume, and partly benefit the non-promoted brands. When looking at the net effect of sales promotions, Gupta and his co-authors found that only 33 percent of the unit sales increase of the promoted brand could be attributable to losses incurred by other brands in the same category, as opposed to the 75 percent that had been found by previous researchers.
Gupta joined the Cornell faculty as an associate professor in 2000, was promoted to professor in 2005, and was named the Henrietta Johnson Louis Professor of Management in the Johnson School in 2007. He has taught at the Kellogg School of Management at Northwestern University, the Indian School of Business, and Nanjing University in China. In 2007, he received the Apple Award for Excellence in Teaching from the graduating MBA class, and the Johnson School Faculty Research Award. No faculty member has ever before been selected for both the Apple Award and the School Exceptional Research Award in the same year. He also received the 2003 Paul E. Green Award of the American Marketing Association and the Sidney Levy Award for Excellence in Teaching in 1995 at the Kellogg School of Management.
Gupta's research focuses on how marketing models can help firms gather and analyze market data to make better marketing decisions about segmentation, targeting, and positioning. His work has appeared in the most prestigious journals in quantitative marketing, including the Journal of Marketing Research, Management Science, and Marketing Science. He teaches courses in marketing research, data-driven marketing, and strategy and tactics in pricing.
