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    Faculty Profile — Is this you? Login to edit.Last Modified Time: 03:15:33 PM Thu, 31 Jan 2008 
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Brian T Ratchford
Endowed Professorship-Management
Office MailstopMail Box: SM32, Room No.: SM3.707 
Email Address    Primary Phone Number 972.883.5975    Media Contact
 Professional Preparation
 Ph.D.Business AdministrationUniversity of Rochester1972
 MBA University of Rochester1966
 AB Canisius College1964
Collapse Section Expand Section Publications
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  YearPublication  Type
Product form bundling: Implications for marketing of digital products. With N. Koukova and P.K. Kannan. Journal of Retailing. 84:2. (2008): 181-194.
Category: Journal of Retailing
Peer reviewed
New product development under channel acceptance. With L. Luo and P.K. Kannan. Marketing Science. 26:2. (2007): 149-163.
Category: Marketing Science
Peer reviewed
The impact of the internet on consumers' use of information sources for automobiles: A reinquiry. With D. Talukdar and M.S. Lee. Journal of Consumer Research. 34:June. (2007): 111-119.
Category: Journal of Consumer Research
Peer reviewed
Incorporating subjective characteristics in product design and evaluations. With L. Luo and P. K. Kannan. Journal of Marketing Research. 45:2. (2007): 182-194.
Category: Journal of Marketing Research
Peer reviewed
Optimal response to a next generation new product introduction: To imitate or to leapfrog? With D. Sudharshan and B. Liu. Managerial and Decision Economics. 27:1. (2006): 41-62.
Category: Managerial and Decision Economics
Peer reviewed
 News Articles
Study Emphasizes Retail Role in Product Development
UT Dallas News Center

Whereas real estate seems always centered on “location, location, location,” the field of marketing seems equally intent on “the buyer, the buyer, the buyer.”
But the top marketing paper chosen by a management science group says new products need to take into account the needs and wants of the outfit selling the product—the retailer.
Dr. Brian Ratchford, the Charles and Nancy Davidson professor of marketing at UT Dallas, was recognized by the Institute for Operations Research and The Management Sciences (INFORMS) as the paper’s co-author.  Named for John D.C. Little, the founding father of marketing science, the award is given annually to the best paper published in Marketing Science or Management Science.

Prof's Model Revolutionizes Product Design Process
UT Dallas News Center
Power tools and toothbrushes have helped UT Dallas School of Management Professor Brian T. Ratchford and his colleagues achieve breakthrough results in their efforts to improve the new-product design process.
In search of an effective way for designers to incorporate consumers’ subjective preferences in the creation of new products, Ratchford, Lan Luo of the University of Southern California and P.K. Kannan of the University of Maryland, used customer-ready product prototypes in marketing studies.
Testing with portable construction power grinders first and then an array of toothbrushes in a subsequent study, they gathered field data and conducted lab experiments linking such unchangeable “objective” product attributes as price, size and weight to such “subjective” perceived characteristics as power, effectiveness and ergonomic comfort.

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