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Intellectual Capital

Sachin Gupta Receives 2008 O'Dell Award

gupta Professor Sachin Gupta

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 percent of the Sales Promotion Bump Due to Brand Switching? No, Only 33 percent 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.

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