Kenneth C. WilburAssistant Professor
Fuqua School of Business
100 Fuqua Drive, Box 90120
Durham, NC 27708-0120
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Research ObjectiveI produce original, practical research at the intersection of advertising, media and technology.
Recent News / Blatant Self-Promotion* I will join the Rady School of Management at UC-San Diego in July 2013. This is an exciting move but a difficult decision to leave Duke. I thank my colleagues and students for so many wonderful relationships, opportunities and memories, and I look forward to continuing some of those collaborations for years to come.
* 2013 research presentations: Frontiers of Research in Marketing Science (UT-Dallas), Ohio State, University of Virginia, Marketing Dynamics Conference (Chapel Hill), Choice Symposium (Noordwijk), Economics of Information and Communication Technologies (Mannheim), discussant at Summer Institute in Competitive Strategy (Berkeley)
Less recent but still blatant.
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Television Advertising Avoidance
Predicting Incumbents' Quality Reactions to New Entry with Linli Xu
* All links go to the Social Science Research Network. Here is why.
Peer-Reviewed PublicationsM. Joo, K. C. Wilbur, B. Cowgill, Y. Zhu. Television Advertising and Internet Search. Management Science, forthcoming.
Rennhoff, A. D., Wilbur, K. C. 2011. The Effectiveness of Post-Release Movie Advertising. International Journal of Advertising, 30 (2): 305-328.
Ailawadi, K., E. Bradlow, M. Draganksa, V. Nijs, R. Rooderkerk, K. Sudhir, K. C. Wilbur, J. Zhang. 2009. Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research. Marketing Letters, 21 (3): 273-285.
Wilbur, K. C. 2008. How the Digital Video Recorder Changes Traditional Television Advertising. Journal of Advertising, 37 (1): 143-149.
Wilbur, K. C. 2008. A Two-Sided, Empirical Model of Television Advertising and Viewing Markets. Marketing Science, 27 (3): 356-378.
Unpublished ManuscriptsEffects of Television Advertising on Internet Search with Mingyu "Max" Joo and Yi Zhu
For StudentsA half-semester PhD Class I Developed in Fall 2008: Advanced Quantitative Methods in Marketing
For graduate and professional students: Books You Should Probably Read