Gerard Tellis

Gerard J. Tellis is the Neely Chaired Professor of American Enterprise and Professor of Marketing, Management, and Organization in the Business & Economics faculty at the University of Southern California Marshall School of Business. He earned a Ph.D. in Business Administration from the University of Michigan, a Post-Graduate Diploma in Business Management from XLRI Jamshedpur, and a B.S. in Chemistry from the University of Bombay. Currently, he directs the USC Marshall Center for Global Innovation and previously directed the Institute for Outlier Research in Business. Dr. Tellis also holds positions as Research Fellow at Judge Business School, Cambridge University, and Distinguished Professor of Marketing Research at Erasmus University Rotterdam. Earlier in his career, he served as Sales Development Manager for Johnson & Johnson.

Dr. Tellis specializes in innovation, advertising, social media, new product growth, global market entry, and pricing. He has authored seven books, including Unrelenting Innovation: How to Create a Culture of Market Dominance (2013), Will and Vision: How Latecomers Grow to Dominate Markets (2001, with Peter Golder), Effective Advertising: Understanding When, How and Why Advertising Works (2003), and How Transformative Innovations Shaped the Rise of Nations: From Ancient Rome to Modern America (2018, with Stav Rosenzweig). His over 200 publications have garnered more than 27,000 citations on Google Scholar and received over 25 awards, such as the Paul D. Converse Award for contributions to marketing science (2012), Buck Weaver Award for lifetime contributions to marketing science (2021), William F. Odell Awards (2019, 1998), Harold D. Maynard Awards (2002, 2000), and AMA-Richard D. Irwin Award (2020). He is a Fellow of the American Marketing Association (2019), INFORMS Society of Marketing Science (2011), and Institute for the Study of Business Markets. Dr. Tellis has served as Associate Editor for the Journal of Product Innovation Management, Marketing Science, and Journal of Marketing Research, and received multiple USC Marshall Dean’s Awards for Research Excellence (2019, 2016, 2011, 2008, 2005).

Professional Email: tellis@usc.edu