Donald R. Lehmann

Distinguished Visiting Scholar

E-Mail: donald.r.lehmann@tuck.dartmouth.edu Phone:

BS, Union College, 1966; MSIA, Purdue University, 1967; PhD, Purdue University, 1969

Areas of expertise

Choice and decision making, adoption of innovations and new products, managing marketing assets (customers, brands), empirical generalizations

Current research topics

Valuing and managing marketing assets (customers, brands)

Selected Publications

With F. Sultan and J.U. Farley, "A Meta-Analysis of Applications of Diffusion Models," Journal of Marketing Research, 27, 1990; with C. Mela and S. Gupta, "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice," Journal of Marketing Research, 34, 1997; with K. Ailawadi and S. Neslin, "Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy," Journal of Marketing, 65, 2001; with K. Ailawadi and S. Neslin, "Revenue Premium as an Outcome Measure of Brand Equity," Journal of Marketing, 67, 2003; with S. Gupta and J.A. Stuart, "Valuing Customers," Journal of Marketing Research, 41, 2004

Working Papers

With P. Kopalle, "Optimal Quality, Advertised Quality, and Price Under Competition and Legal Restrictions"; with J. Goldenberg, D. Shidlovski, and M. Barak, "The Role of Technically Expert vs. Socially Connected Human Information Services in New Product Adoption"; with P.A. Keller, "Designing Effective Health Communications: A Meta-Analysis"

Awards

William F. O’Dell Award, 1995, 2002; AMA/Irwin/McGraw-Hill Distinguished Marketing Educator, 1999; Paul D. Converse Award, 2000

Professional Activities

Academic positions: Assistant and Associate Professor, 1969–78, Professor, 1978– 85, George E. Warren Professor of Business, 1985–present, Vice Dean, 1988, Columbia Business School; Executive Director, Marketing Science Institute, 1993– 95, 2001–03; President, Association for Consumer Research, 1995; Tuck School of Business, 1997–present

Nonacademic positions: President, Association for Consumer Research; Executive Director, Marketing Science Institute

Editorial positions: Editorial Board, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science; Founding Editor, Marketing Letters; Co-editor, International Journal of Research in Marketing, 2007–09