Kenneth C. Wilbur

Assistant Professor
Fuqua School of Business
Duke University



100 Fuqua Drive, Box 90120
Durham, NC 27708-0120
919-926-8536
kennethcwilburATgmail

Curriculum Vitae

Duke Faculty Page

Google Scholar Page

Research Objective

I 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.

Research Distribution List

Subscribe here for an annual email with new papers. No spam, ever.
Email:

Working papers*

A Parsimonious Structural Model of Individual Demand for Multiple Related Goods with Andres Musalem and Patricio del Sol

Price Advertising by Manufacturers and Dealers Associations with Linli Xu, S. Siddarth and Jorge Silva-Risso

Correcting Audience Externalities in Television Advertising with David Kempe and Linli Xu

Distribution and Market Share with Paul Farris

There’s no ‘I’ in ‘Team:’ Estimating NBA Players’ Offensive Production with Xinlei (Jack) Chen and Yuxin Chen

Television Advertising Avoidance

Predicting Incumbents' Quality Reactions to New Entry with Linli Xu

Demand Allocation Effects of Product Line Pricing with Mingyu "Max" Joo and Dinesh Gauri

Television Advertising Content and Internet Traffic with Jura Liaukonyte and Thales Teixeira

* All links go to the Social Science Research Network. Here is why.

Peer-Reviewed Publications

M. Joo, K. C. Wilbur, B. Cowgill, Y. Zhu. Television Advertising and Internet Search. Management Science, forthcoming.

A. D. Rennhoff, K. C. Wilbur. Local Media Ownership and Media Quality. Information Economics and Policy, forthcoming.

Zhu, Y., K. C. Wilbur. 2011. Hybrid Advertising Auctions. Marketing Science, 30 (2): 249-273.

Rennhoff, A. D., Wilbur, K. C. 2011. The Effectiveness of Post-Release Movie Advertising. International Journal of Advertising, 30 (2): 305-328.

Wilbur, K. C., Yi Zhu. 2009. Click Fraud. Marketing Science, 28 (2): 293-308.

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.

P. W. Farris, D. J. Reibstein, K. C. Wilbur. 2009. Distribution and Market Share. In Empirical Generalizations about Marketing Impact, ed. by Mike Hanssens, Marketing Science Institute.

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.
Winner, Frank M. Bass award for best marketing paper derived from a Ph.D. thesis in Management Science or Marketing Science
Finalist, John D. C. Little award for best marketing paper published in Management Science or Marketing Science

Unpublished Manuscripts

Effects of Television Advertising on Internet Search with Mingyu "Max" Joo and Yi Zhu

Effects of Advertising and Product Placement on Television Audiences with Michelle S. Goeree and Geert Ridder

For Students

A half-semester PhD Class I Developed in Fall 2008: Advanced Quantitative Methods in Marketing

Useful tools for academic researchers

For graduate and professional students: Books You Should Probably Read