Carl F. Mela
Duke University
Professor of Marketing
Fuqua School of Business
Duke University
Durham, North Carolina 27708-9012
(919) 660-7767
E-Mail: mela@duke.edu

Page Contents

Education

PH.D., MARKETING
Columbia University Graduate School of Business, New York, New York.

M. PHIL., MARKETING
Columbia University Graduate School of Business, New York, New York.

MASTER OF BUSINESS ADMINISTRATION
The Anderson School, University of California, Los Angeles, California.

BACHELOR OF SCIENCE, ELECTRICAL ENGINEERING
Brown University, Providence, Rhode Island.

Honors and Awards

• 2006 Faculty Fellow, American Marketing Association Doctoral Consortium.
• 2005 John D.C. Little Best Paper Award, Marketing/Management Science.
• 2005 Finalist, Paul E. Green Best Paper Award, Journal of Marketing Research.
• 2005 Best Conference Paper, Direct Marketing Education Foundation Educators' Conference.
• 2004 Paul E. Green Best Paper Award, Journal of Marketing Research.
• 2003 American Marketing Association Communications SIG Best Paper Award.
• 2003 Teradata Center for CRM Research Grant.
• 2002 O'Dell Best Paper Award, Journal of Marketing Research.
• 2000 Junior Scholar, Marketing Science Institute.
• 2000 Best Paper Award, Marketing Science Institute.
• 1999 Marketing Science Institute Research Grant
• 1998 Best Paper Award, International Journal of Research in Marketing.
• 1998 Paul E. Green Best Paper Award, Journal of Marketing Research.
• 1998 Best Paper Award, Marketing Science Institute.
• Finalist, 1998 Donald R. Lehmann Best Dissertation Award.
• American Marketing Association Doctoral Consortium Fellow.
• Doctoral Fellowship, Columbia University.
• Dean's List, Columbia University and UCLA.
• Sigma Xi Honorary Scientific Society.
• Marquis' Who's Who in Science and Engineering.

Work History

PROFESSOR/ASSOCIATE PROFESSOR
Duke University, Fuqua School of Business, Durham, North Carolina.

ASSOCIATE/ASSISTANT PROFESSOR
University of Notre Dame, College of Business Administration, Notre Dame, Indiana.

PRODUCT LINE MANAGER
Proxima Corporation, San Diego, California.

FINANCIAL ANALYST
Hughes Aircraft, Space and Communications Division, El Segundo, California.

MARKETING SUPPORT ENGINEER
Hewlett-Packard, Lake Stevens Instrument Division, Lake Stevens, Washington.

Recent Publications

Ansari, Asim, Carl F. Mela, and Scott A. Neslin (2006), "Customer Channel Migration," forthcoming, Journal of Marketing Research.

Du, Rex, Wagner Kamakura, and Carl F. Mela (2006), "Imputing Customers' Share of Category Requirements,” forthcoming, Journal of Marketing.
• 2005 Direct Marketing Foundation Conference Best Paper Award
• 2004 MSI Alden Clayton Best Dissertation Award

Ataman, Berk, Carl F. Mela and Harald J. van Heerde (2006), "Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding," forthcoming, Journal of Marketing Research .
• Invited Paper

Bronnenberg, Bart J., Carl F. Mela, and William Boulding (2006), "The Periodicity of Pricing," Journal of Marketing Research, 43, 3, 477-493.

Kamakura, Wagner, Carl F. Mela, et al. (2005), "Choice Models and Customer Relationship Management, Marketing Letters, 16, 3/4, 279–291.

Moorman, Christine, Rex Du, and Carl F. Mela (2005), "The Effect of Standardized Information on Firm Survival and Market Strategies," Marketing Science, 24, 2 (Spring), 263-274.

Bronnenberg, Bart and Carl F. Mela (2004), "Market Roll-out and Retailer Adoption for New Brands," Marketing Science , 23, 4 (Fall), 500-518.
• John D.C. Little Best Paper Award

van Heerde, Harald J. Carl F. Mela and Puneet Manchanda (2004), "The Dynamic Effect of Innovation on Market Structure," Journal of Marketing Research, 41, 2 (May), 166-183 .
• Finalist, Paul Green Best Paper Award

Ansari, Asim, and Carl F. Mela (2003) "E-customization," Journal of Marketing Research, 40, 2 (May), 131-145.
• Paul Green Best Paper Award

Bucklin, Randolph E. et al. (2002), "Choice and the Internet: From Click Stream to Research Stream," Marketing Letters, 13, 3 (August), 245-258.

Mela, Carl, and Praveen K. Kopalle (2002), "The Impact of Collinearity on Regression Analysis: The Asymmetric Impact of Positive and Negative Correlations" with Praveen Kopalle, Applied Economics, 34, 6 (March), 667-677.
• Lead Article.

Kopalle, Praveen, Carl F. Mela, and Lawrence Marsh (1999), "The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications," Marketing Science, 18, 3 (Summer), 317-332.

Alba, Joe, Carl F. Mela, Terry Shimp, and Joel Urbany (1999), "The Effect of Discount Frequency and Depth on Consumer Price Judgments," Journal of Consumer Research, 26, 2 (September), 96-114.
• Lead Article.

Jedidi, Kamel, Carl F. Mela, and Sunil Gupta (1999), "Managing Advertising and Promotion for Long-run Profitability," Marketing Science, 18, 1 (Winter).
• Lead Article.
• MSI Best Paper Award

Mela, Carl F., Kamel Jedidi, and Douglas Bowman (1998), "The Long Term Impact of Promotions on Consumer Stockpiling," Journal of Marketing Research, 35, 2 (May), 250-262.

Mela, Carl F., Sunil Gupta, and Kamel Jedidi (1998), "Assessing Long Term Promotional Influences on Market Structure," International Journal of Research in Marketing , 15, 2 (May), 89-107.
• Lead Article.
• Best Paper Award

Wilkie, William L., Carl F. Mela, and Gregory T. Gundlach (1998), "Does 'Bait and Switch' Really Benefit Consumers? Advancing the Discussion ...," Marketing Science, 17, 3 (Summer), 290-293.

Wilkie, William L., Carl F. Mela, and Gregory T. Gundlach (1998), "Does 'Bait and Switch' Really Benefit Consumers?" Marketing Science, 17, 3 (Summer), 273-282.

Mela, Carl F. (1998), "Future Issues in Preference and Choice Rule Identification," Journal of Fuzzy Sets and Systems, 78, 1, (February), 165-81.

Mela, Carl F., Sunil Gupta, and Donald R. Lehmann (1997), "The Long Term Impact of Promotion and Advertising on Consumer Brand Choice," Journal of Marketing Research, 34, 2 (May), 248-261.
• O'Dell Best Paper Award
• Paul Green Best Paper Award
• AMA Communications SIG Best Paper Award
• MSI Best Paper Award
• Finalist, Lehmann Best Dissertation Award

Meyer, Robert J., et. al. (1997), "Dynamic Influences on Individual Choice Behavior," Marketing Letters, 8, 3, 349-360.

Mela, Carl F., and Joel Urbany (1997), "Promotion Over Time: Exploring Expectations and Explanations," Advances in Consumer Research, 24, 529-535.

Mela, Carl F., and Joel Urbany (1996), "Special Session: Inferences About Pricing and Promotion," in Advances in Consumer Research, Kim P. Corfman and John G. Lynch, eds. Provo: Association for Consumer Research, 78-79.

Mela, Carl F., and Donald R. Lehmann (1995), "Using Fuzzy Set Theoretic Techniques to Identify Preference Rules From Interactions in the Linear Model: An Empirical Study," Journal of Fuzzy Sets and Systems, 71, 165-81.

Harlam, Bari A., Aradhna Krishna, Donald R. Lehmann, and Carl F. Mela (1995), "The Impact of Bundle Type, Price Framing, and Familiarity on Evaluation of the Bundle," Journal of Business Research, 33, 1 (May), 57-66.

Working Papers and Papers Under Review

Ataman, Berk, Carl F. Mela and Harald J. Van Heerde (2006), "The Long-term Effect of Marketing Strategy on Brand Performance," revising for 2nd review, Journal of Marketing Research.

Duan, Jason, and Carl F. Mela (2006), "The Role of Spatial Demand on Outlet Location and Pricing," under 2nd review, Journal of Marketing Research.

Lodish, Leonard M., and Carl F. Mela (2006), "If Brands Are Built Over Years, Why are they Managed Over Quarters?," accepted for Senior Editor development, Harvard Business Review.

Song Yao and Carl F. Mela (2006), "Online Auction Demand," revising for 2nd review, Marketing Science.

Gupta, Sunil, Carl F. Mela and Jose M. Vidal-Sanz (2006), "The Value of a 'Free' Customer," revising for 2nd review, Journal of Marketing Research.

Ataman, Berk, Carl F. Mela and Harald J. Van Heerde (2007), "Building Brands," under 1st review, Marketing Science.

Amaldoss, Wilfred, Aradhna Krishna, Carl F. Mela, and Joel Urbany (2005), "Inertia in Pricing," Revising for Marketing Science.

Current Courses

PhD Course in Marketing Models

Marketing 460, Product Management
MBA Marketing Course
Most Recent Median Teacher Evaluation 7/7

Professional

• American Marketing Association (AMA), INFORMS.
• Vice Chair, AMA Marketing Research Special Interest Group, 1996.
• Co-chair, AMA School of Marketing Research, 1996-1999.
• Ad-hoc Reviewer, Management Science, Journal of Consumer Research, International Journal of Research in Marketing, and other conferences and journals.
• Editorial Board, Quantitative Marketing and Economics, Journal of Marketing Research, Journal of Marketing, Marketing Letters, Marketing Science, Journal of Public Policy and Marketing.
• Technical Advisory Board, Information Resources, Incorporated.
• Board Member, Word of Mouth Marketing Association.

Personal Information and Links

Essex, Connecticut; My Home Town

 

My Twins; Christen and Nathaniel