<p>Karen learns how Rachel Gershon and Zhenling Jiang merged their behavioral and quantitative skillsets to identify the robust effect of referral contagion. Their findings are published in their paper “<a href="https://journals.sagepub.com/doi/full/10.1177/00222437241257886" target="_blank" rel="ugc noopener noreferrer">Referral Contagion: Downstream Benefits of Customer Referrals</a>” in JMR.</p>

Karen learns how Rachel Gershon and Zhenling Jiang merged their behavioral and quantitative skillsets to identify the robust effect of referral contagion. Their findings are published in their paper “Referral Contagion: Downstream Benefits of Customer Referrals” in JMR.

<p>Karen learns how Rachel Gershon and Zhenling Jiang merged their behavioral and quantitative skillsets to identify the robust effect of referral contagion. Their findings are published in their paper “<a href="https://journals.sagepub.com/doi/full/10.1177/00222437241257886" rel="noopener noreferrer">Referral Contagion: Downstream Benefits of Customer Referrals</a>” in JMR.</p>

Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion

"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.

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Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion

Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion

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