Hubert Gatignon

21 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0003-4768-8095

INSEAD, Fontainebleau, 77850 France

Publications

• The Effect of Marketing Breadth and Competitive Spread on Category Growth — Production and Operations Management 2022
• Research Issues at the Boundary of Competitive Dynamics and Market Evolution — Marketing Science 2005
• A Structural Approach to Assessing Innovation: Construct Development of Innovation Locus, Type, and Characteristics — Management Science 2002
• Technology development mode: a transaction cost conceptualization — Strategic Management Journal 1998
• Strategic Orientation of the Firm and New Product Performance — Journal of Marketing Research 1997
• Order of Entry as a Moderator of the Effect of the Marketing Mix on Market Share — Marketing Science 1996
• Determinants of Competitor Response Time to a New Product Introduction — Journal of Marketing Research 1995
• Competitive Marketing Behavior in Industrial Markets — Journal of Marketing 1994
• Brand Introduction Strategies and Competitive Environments — Journal of Marketing Research 1990
• Competitive Reactions to Market Entry: Explaining Interfirm Differences — Journal of Marketing Research 1989
• Technology Diffusion: An Empirical Test of Competitive Effects — Journal of Marketing 1989
• Modeling Multinational Diffusion Patterns: An Efficient Methodology — Marketing Science 1989
• A Practical Bayesian Approach to Selection of Optimal Market Testing Strategies — Journal of Marketing Research 1988
• Modeling Marketing Interactions with Application to Salesforce Effectiveness — Journal of Marketing Research 1987
• Modes of Foreign Entry: A Transaction Cost Analysis and Propositions — Journal of International Business Studies 1986 (name-matched, not ORCID-linked)
• Pooling Logit Models — Journal of Marketing Research 1986
• Competitive Effects on Technology Diffusion — Journal of Marketing 1986
• A Propositional Inventory for New Diffusion Research — Journal of Consumer Research 1985
• Competition as a Moderator of the Effect of Advertising on Sales — Journal of Marketing Research 1984
• Toward a Methodology for Measuring Advertising Copy Effects — Marketing Science 1984
• Optimal Product Line Pricing: The Influence of Elasticities and Cross-Elasticities — Journal of Marketing Research 1984