Ratchford, Brian T.
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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
Works in Treasures @ UT Dallas are made available exclusively for educational purposes such as research or instruction. Literary rights, including copyright for published works held by the creator(s) or their heirs, or other third parties may apply. All rights are reserved unless otherwise indicated by the copyright owner(s).
Recent Submissions
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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 ...
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