Legends in Marketing: Paul E. Green

Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory’s faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology. Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited. Professor Sheth’s accolades include “Outstanding Marketing Educator,” an award presented by the Academy of Marketing Science, the “Outstanding Educator” award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award. In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association. Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth’s most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A’s of Marketing.

Volume 1: MDS & Positioning
Appendix of Sources
Series Introduction - Jagdish N. Sheth
Set Introduction: - Jagdish N. Sheth
Volume Introduction: Multidimensional Scaling and Positioning: The Conrtibutions Of Paul E. Green - Wayne DeSarbo
Marketing Applications of MDS: Assessment and Outlook
Perception and Preference Mapping in the Analysis of Marketing Behavior - Michael H. Halbert and Patrick J. Robinson
Ordinal Methods in Multidimensional Scaling and Data Analysis - Marshall G. Greenberg
Dimensional Interpretation and Configuration Invariance in Multidimensional Scaling: An Empirical Study - Arun Maheshwari and Vithala R. Rao
Multidimensional Scaling: An Introduction and Comparison of Nonmetric Unfolding Techniques - Frank J. Carmone
Multidimensional Scaling and Individual Differences - Vithala R. Rao
Configuration Synthesis in Multidimensional Scaling - Vithala R. Rao
On the Robustness of Multidimensional Scaling Techniques
Brand-Feature Congruence Mapping - Yoram Wind and Henry J. Claycamp
A Model for the Analysis of Asymmetric Data in Marketing Research - Richard A. Harshman, Yoram Wind and Margaret E. Lundy
Interpoint Distance Comparisons in Correspondence Analysis - J. Douglas Carroll and Catherine M. Schaffer
Comparing Interpoint Distances in Correspondence Analysis: A Clarification - J. Douglas Carroll and Catherine M. Schaffer
An INDSCAL-based Approach to Multiple Correspondence Analysis - J. Douglas Carroll
A Simple Procedure for Finding a Composite of Several Multidimensional Scaling Solutions - J. Douglas Carroll
Recent Contributions to Optimal Product Positioning and Buyer Segmentation - Abba M. Krieger
An Application of a Product Positioning Model to Pharmaceutical Products - Abba M. Krieger
Psychometric Methods in Marketing Research: Part II, Multidimensional Scaling - J. Douglas Carroll
Technical Appendix B in Applied Multidimensional Scaling: A Comparison of Approaches and Algorithms - Vithala R. Rao
Perspectives of Other Scholars
Vithala R. Rao – Commentary for the Green MDS – Positioning Volume
Michel Wedel – A Reflection on Paul Green′s Impact on the Science and Practice of Multidimensional Scaling
A Conversation with Paul Green - Wayne DeSarbo
Volume 2: Clustering and Segementation
Appendix of Sources
Timeline
Series Introduction - Jagdish N. Sheth
Set Introduction - Jagdish N. Sheth
Volume Introduction Jerry Wind and Arun Jain
Market Segmentation
Segment Congruence Analysis: A Method for Analyzing Associations among Alternative Bases for Market Segmentation - Frank J. Carmone
2.K-modes Clustering - Anil Chaturvedi and J. Douglas Carroll
Market Segmentation Involving Mixtures of Quantitative and Qualitative Variables - Abba M. Krieger
Synthesized Clustering: A Method for Amalgamating Alternative Clustering Bases with Differential Weighting of Variables - Wayne S. DeSarbo, J. Douglas Carroll and Linda A. Clark
Alternative Approaches to Cluster-based Market Segmentation - Abba M. Krieger
An Empirical Comparison of Variable Standardization Methods in Cluster Analysis - Catherine M. Schaffer
Cluster-based Market Segmentation: Some Further Comparisons of Alternative Approaches
A Generalized Rand-Index Method for Consensus Clustering of Separate Partitions of the Same Data Base - Abba M. Krieger
Clustering
The Minimal Rank Correlation, Subject to Order Restrictions, with Application to the Weighted Linear Choice Model - Abba M. Krieger
A Feature-based Approach to Market Segmentation via Overlapping K-Centroids Clustering - Anil Chaturvedi, J. Douglas Carroll and John A. Rotondo
Modifying Cluster-based Segments to Enhance Agreement with an Exogenous Performance Variable - Abba M. Krieger
A Cautionary Note on Using Internal Cross Validation to Select the Number of Clusters - Abba M. Krieger
Numerical Taxonomy in Marketing Analysis: A Review Article - Ronald E. Frank
Research for Marketing Decisions
A Reduced-Space Approach to the Clustering of Categorical Data in Market Segmentation - Catherine M. Schaffer and Karen M. Patterson
Television Program Similarities: An Application of Subjective Clustering - Frank J. Carmone and Leo B. Fox
A Multidimensional Model of Product-features Association
Linking Soft Data Collection Techniques with Strategic Market Modeling: A Case Application
Distance Functions and Cluster Analysisx
Perspectives of Other Scholars
Howard Moskowitz & Phipps Arabie - You can have anything you want: Paul Green, segmentation, and marketing practice
Frank Carmone – Legends in Marketing: Dr. Paul E. Green, Reminiscing - F. J. Carmone, Jr.
Volume 3: Conjoint Analysis: The Pioneering Years
Appendix of Sources
Timeline
Series Introduction - Jagdish N. Sheth
Set Introduction - Jagdish N. Sheth
Volume Introduction - Seenu Srinivasan
Conjoint Analysis Basics
Conjoint Measurement for Quantifying Judgmental Data - Vithala R. Rao
Subjective Evaluation Models and Conjoint Measurement - Frank J. Carmone and Yoram Wind
New Way to Measure Consumers’ Judgments - Yoram Wind
Factorial Designs for Conjoint Analysis
On the Design of Choice Experiments Involving Multifactor Alternatives
Superordinate Factorial Designs in the Analysis of Consumer Judgments - J. Douglas Carroll and Frank J. Carmone
Some New Types of Fractional Factorial Designs for Marketing Experiments - J. Douglas Carroll and Frank J. Carmone
Conjoint Analysis as an Applied Marketing Tool
Conjoint Analysis in Consumer Research: Issues and Outlook - V. Srinivasan
Estimating Choice Probabilities in Multiattribute Decision Making - J. Douglas Carroll, and Wayne S. DeSarbo
A General Approach to Product Design Optimization via Conjoint Analysis - J. Douglas Carroll, and Stephen M. Goldberg
Conjoint Analysis of Item Collections
Benefit Bundle Analysis - Yoram Wind and Arun K. Jain
Preference Measurement of Item Collections - Yoram Wind and Arun K. Jain
A Complementarity Model of Consumer Utility for Item Collections - Michael T. DeVita
Extensions of Conjoint Analysis
An Interaction Model of Consumer Utility - Michael T. DeVita
Incorporating Group-Level Similarity Judgments in Conjoint Analysis - Vithala R. Rao, and Wayne S. DeSarbo
Componential Segmentation in the Analysis of Consumer Trade-Offs - Wayne S. DeSarbo
A Conjoint Model for Measuring Self- and Cross-Price
Demand Relationships - Stephen M. Goldberg
Hybrid Conjoint Analysis: The Early years
A Hybrid Utility Estimation Model for Conjoint Analysis - Stephen M. Goldberg and Mila Montemayor
A Cross-Validation Test of Hybrid Conjoint Models - Stephen M. Goldberg and James B. Wiley
Hybrid Models for Conjoint Analysis: An Expository Review
Perspectives of Other Scholars
John Hauser - Perspectives on Paul E. Green
Vithala R. Rao - Commentary for the Green Legend Volume on “Conjoint Analysis: the Pioneering years
Volume 4: Conjoint Analysis: Advanced Methods
Appendix of Sources
Timeline
Series Introduction - Jagdish N. Sheth
Set Introduction - Jagdish N. Sheth
Volume Introduction - Abba M. Krieger and Eric Bradlow
Adaptive Conjoint Analysis: Some Caveats and Suggestions International Portfolio Analysis and Strategy: The Challenge of the 80s (Reibstein, Jain) - Abba M. Krieger and Manoj Agarwal
Individualized Hybrid Models for Conjoint Analysis - Abba M. Krieger
Hierarchical Bayes Conjoint Analysis: Recovery of Partworth Heterogeneity from Reduced Experimental Designs - Peter J. Lenk, Wayne S. DeSarbo and Martin R. Young
Completely Unacceptable Levels in Conjoint Analysis: A Cautionary Note - Abba M. Krieger and Pradeep Bansal
Conjoint Internal Validity under Alternative Profile Presentations - Kristiaan Helsen and Bruce Shandler
Cross-Validation Assessment of Alternatives to Individual-Level Conjoint Analysis: A Case Study - Kristiaan Helsen
A Cross Validation Test of Four Models for Quantifying Multiattribute Preferences - Abba M. Krieger and Manoj Agarwal
Effect of Level of Disaggregation on Conjoint Cross Validations: Some Comparative Findings - Abba M. Krieger and U.N. Umesh
A Hybrid Conjoint Model for Price-Demand Estimation - Abba M. Krieger
Modeling Competitive Pricing and Market Share: Anatomy of a Decision Support System - Abba M. Krieger
Segmenting Markets with Conjoint Analysis - Abba M. Krieger
Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice - V. Srinivasan
Thirty Years of Conjoint Analysis: Reflections and Prospects - Abba M. Krieger and Yoram Wind
Perspectives of Other Scholars Bob Meyer - Vithala R. Rao
Joel H. Steckel – Paul Green: The Hulk Hogan of Marketing
Olivier Toubia – Green, Fields and Bridges
Volume 5: Conjoint Analysis: Applications
Appendix of Sources
Timeline
Series Introduction - Jagdish N. Sheth
Set Introduction - Jagdish N. Sheth
Volume Introduction - Vithala R. Rao
The Vagaries of Becoming (and Remaining) a Marketing Research Methodologist
Conjoint Analysis: Methods and Applications - Jerry Wind and Vithala R. Rao
Product
Service Design and Optimization
A Consumer-based Approach to Designing Product Line Extensions - Abba M. Krieger
A Componential Segmentation Model with Optimal Product Design Features
Courtyard by Marriott: Designing a Hotel Facility with Consumer-based Marketing Models - Jerry Wind, Douglas K. Shifflet and Marsha Scarbrough
Evaluating New Products - Abba M. Krieger and Terry Vavra
Evaluating EZPass: Using Conjoint Analysis to Assess Consumer Response to a New Tollway Technology - Terry G. Vavra and Abba M. Krieger
Consumer Evaluation of “Really New” Services: The TrafficPulse System - Abba M. Krieger, Leonard Lodish, Jim D’Arcangelo, Chris Rothey and Paul Thirty
Market Segmentation and Product Positioning
Quick and Simple Benefit Segmentation - Abba M. Krieger and Catherine M. Schaffer
Conjoint Analysis with Product-Positioning Applications - Abba M. Krieger
Pricing and Bundling Analysis
Conjoint Analysis of Price Premiums for Hotel Amenities - Stephen M. Goldberg and Yoram Wind
Applying Conjoint Analysis to Product Assortment and Pricing in Retailing Research - Jeffry Savitz
A Decision-Support System for Developing Retail Promotional Strategy - Vijay Mahajan, Stephen M. Goldberg and Pradeep K. Kedia
Branding and Competition
Attribute Importance Weights Modification in Assessing a Brand’s Competitive Potential - Abba M. Krieger
Using Conjoint Analysis to View Competitive Interaction through the Customer’s Eyes - Abba M. Krieger
Software
User’s Guide to SIMOPT (1999)
User’s Guide to BUNDOPT (1999) - Abba M. Krieger
Perspectives of Other Scholars
John Hauser - Paul E. Green: An Applications’ Guru
Min Ding - A Gentle Giant
Volume 6: Marketing Research
Appendix of Sources
Timeline
Series Introduction - Jagdish N. Sheth
Set Introduction - Jagdish N. Sheth
Volume Introduction Paul Green: Marketing Research and Critical Developments - Joel Huber
Bayesian Decision Theory in Advertising
Bayesian Decision Theory in Pricing Strategy
Canonical Analysis: An Exposition and Illustrative Application - Michael H. Halbert and Patrick J. Robinson
Cluster Analysis in Test Market Selection - Ronald E. Frank and Patrick J. Robinson
Ratings Scales and Information Recovery—How Many Scales and Response Categories to Use? - Vithala R. Rao
On the Analysis of Interactions in Marketing Research Data
Analyzing Free-Response Data in Marketing Research - Yoram Wind and Arun K. Jain
Consumer Segmentation via Latent Class Analysis - Frank J. Carmone and David P. Wachspress
On the Analysis of Qualitative Data in Marketing Research - Frank J. Carmone and David P. Wachspress
A New Measure of Predictor Variable Importance in Multiple Regression - J. Douglas Carroll and Wayne S. DeSarbo
Marketing Research—The Value and Cost of Decision-Making Information - Donald S. Tull
Univariate Analyses of Variance and Covariance - J. Douglas Carroll
Model Misspecification in Multiattribute Parameter Estimation - Frank J. Carmone
An Alternating Least-Squares Procedure for Estimating Missing Preference Data in Product-Concept Testing - Wayne S. DeSarbo and J. Douglas Carroll
A Validation Study of Sawtooth Software’s Adaptive Conjoint Analysis (ACA) - Catherine M. Schaffe and Karen M. Patterson
Psychometric Methods in Marketing Research: Part 1: Conjoint Analysis - J. Douglas Carroll
Perspectives of Other Scholars - Naresh Malhotra
Multidimensional Scaling and Positioning: The Contributions of - Paul E. Green