Ratchford, Brian T.
Brian T. Ratchford is a Professor of Marketing and holds the Charles and Nancy Davidson Chair. He is also a Fellow of the Society for Marketing Science and is recognized as a "pioneer in developing methods to improve the product development process." His research interests include:
- Consumer Behavior
- Information Economics
- Marketing Productivity
- Marketing Research
- Electronic Commerce
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High or Low Season?: Contrasting Launch Timing Considerations for Big-Budget and Low-Budget Entertainment Products Purpose: This paper aims to investigate the moderating impacts of seasonality on the effectiveness of new product commercialization strategies in short-lifecycle markets. The authors contextualize their theory in the vast ...