Demetrios Vakratsas
Bensadoun School of Retail Management Faculty Scholar
PhD, Marketing, University of Texas, Dallas, USA
MSc, Statistics, University of Texas, Dallas, USA
BSc, Mathematics, Aristotle University of Thessaloniki, Greece
Demetrios Vakratsas received many awards for both his research and teaching accomplishments including the American Marketing Association鈥檚 award for the best paper in Marketing Communications and the Quebec Teaching Excellence Chair. His research focuses on advertising effectiveness, customer analytics, diffusion of innovations, and pharmaceutical marketing. His work has appeared in Marketing Science, Journal of Marketing, Journal of Marketing Research, Management Science, Production and Operations Management (POM), Journal of Retailing, Journal of Applied Econometrics, International Journal of Research in Marketing, and Research Policy among others. He has taught courses and given seminars in Canada, US, France, Spain, Greece, China, and Japan and consulted extensively for firms in the advertising, media, telecom, and pharmaceutical industries. He has served as Associate Dean for Masters programs, and Vice-Dean Programs at the Desautels Faculty of Marketing where he oversaw the curriculum design and development of the new Master of Management in Analytics (MMA).
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Advertising
Innovation
Health Care
Advertising
Marketing Models
Media
Creativity
Diffusion of Innovations
Pharmaceutical Marketing
Papers in Peer-Reviewed Journals
Vakratsas, Demetrios and Wei-Lin Wang (2023), 鈥淪cientific Evidence Production and Specialty Drug Diffusion,鈥� forthcoming, Journal of Marketing (Special Issue on Marketing in the Healthcare Sector).
Filippo Dall鈥橭lio and Demetrios Vakratsas (2023), 鈥淭he Impact of Advertising Creative Strategy on Advertising Elasticity,鈥� Journal of Marketing, 87(1), 26-44.
Wang, Wei-Lin and Demetrios Vakratsas (2021), 鈥淭he Dual Impact of Product Line Length on Consumer Choice,鈥� Production and Operations Management, 30(9).
Vakratsas, Demetrios and Xin (Shane) Wang (2021), 鈥淎rtificial Intelligence in Advertising Creativity,鈥� Journal of Advertising, 50(1).
Vakratsas, Demetrios, Aneel Keswani, and David Stolin (2021), 鈥淎dvertising Persuasion in Dual Markets,鈥� Managerial and Decision Economics, 42(1).
Qiu, Martin Chun, Demetrios Vakratsas, and Filippo Dall鈥橭lio (2019), 鈥淎dvertising Originality Decisions in Competition,鈥� Customer Needs and Solutions, 6(1).
Lee, June Soo and Demetrios Vakratsas (2019), 鈥淒ynamic Asymmetric Effects of Cross-media Exposures,鈥� Journal of Advertising Research, 59(4).
Mishra, Saurabh, Demetrios Vakratsas and Alexander V. Krasnikov (2018), 鈥淧rotecting Positioning Innovations: The Emergence of Non-traditional Trademark Registrations,鈥� Marketing Letters, 29(3).
Kolsarici, Ceren and Demetrios Vakratsas (2018), 鈥淪ynergistic, Antagonistic, and Asymmetric Media Interactions,鈥� Journal of Advertising, 47(3).
Kolsarici, Ceren and Demetrios Vakratsas (2015), 鈥淐orrecting for Misspecification in Parameter Dynamics to Improve Forecasting Accuracy with Adaptively Estimated Models,鈥� Management Science, 61(10).
Krishnan, Trichy, P.B. Seetharaman and Demetrios Vakratsas (2012), 鈥淭he Multiple Roles of Interpersonal Communication in New Product Growth,鈥� International Journal of Research in Marketing, 29(3).
Kolsarici, Ceren and Demetrios Vakratsas (2010), 鈥淐ategory- Versus Brand-Level Advertising Messages in a Highly Regulated Environment,鈥� Journal of Marketing Research, XLVII (December).
Vakratsas, Demetrios and Zhenfeng Ma (2009), 鈥淔irm Adaptiveness and Performance Heterogeneity: The Case of Sales-Advertising Dynamics in an Evolving Product Market,鈥� Journal of Evolutionary Economics, 19(1).
Vakratsas, Demetrios and Ceren Kolsarici (2008), 鈥淎 Dual-Market Diffusion Model for a New Prescription Pharmaceutical,鈥� International Journal of Research in Marketing, 25(4).
Vakratsas, Demetrios (2008), 鈥淭he Effects of Advertising, Prices and Distribution on Market Share Volatility,鈥� European Journal of Operational Research, 187 (1).
Theoharakis, Vasilis, Demetrios Vakratsas and Veronica Wong (2007), 鈥淭he Role of Information in the Diffusion of Competing Technological Standards,鈥� Research Policy 36(5).
Vakratsas, Demetrios and Zhenfeng Ma (2005), 鈥淎 Look at the Long-run Effectiveness of Multi Media Advertising and its Implications for Budget Allocation Decisions,鈥� Journal of Advertising Research, 45(2).
Vakratsas, Demetrios and Zhenfeng Ma (2005), 鈥淭he Long-Run Effects of Leadtime and Competitive Rivalry on Brand Performance: The Case of the SUV Market,鈥� in Finanza, Marketing e Produzione (publication of Bocconi University, Italy), 23(3).
Vakratsas, Demetrios (2005), 鈥淎dvertising Response Models with Managerial Impact: An Agenda for the Future,鈥� (with rejoinder) Applied Stochastic Models in Business and Industry, 21(4-5) (special issue on bridging the gap between practitioners and academics).
Vakratsas, Demetrios, Fred M. Feinberg, Frank M. Bass and Gurumurthy Kalyanaram (2004), 鈥淭he Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds,鈥� Marketing Science, 23(1).
Theoharakis, Vasilis, Demetrios Vakratsas and Veronica Wong (2004) 鈥淭he Relationship Between Market Share and Information in a High-Tech Industry,鈥� Review of Marketing Science, 2(1).
Vakratsas, Demetrios, Ram C. Rao and Gurumurthy Kalyanaram (2003), 鈥淎n Empirical Analysis of Follower Entry Timing Decisions,鈥� Marketing Letters, 14 (3).
Vakratsas, Demetrios and Frank M. Bass (2002), 鈥淭he Relationship Between Purchase Regularity and Propensity to Accelerate,鈥� Journal of Retailing, 78 (2).
Vakratsas, Demetrios and Frank M. Bass (2002), 鈥淎 Segment-Level Hazard Approach to Studying Household Purchase Timing Decisions,鈥� Journal of Applied Econometrics, 17 (1).
Vakratsas, Demetrios and Tim Ambler (1999), 鈥淗ow Advertising Works: What Do We Really Know?鈥� Journal of Marketing, 63 (1).听2004 AMA Marketing Communications SIG Best Paper Award for an article published five years ago in an AMA Journal
Vakratsas, Demetrios (1998), 鈥淐onsumer Heterogeneity and the Shape of Purchase Rate Functions,鈥� Applied Stochastic Models and Data Analysis, 14 (1).
Vakratsas, Demetrios (1998), 鈥淗ousehold Costs Effects on Purchase Timing听Decisions: Do Demographics Matter?鈥� Journal of Consumer Marketing, 15 (1).
Ambler, Tim and Demetrios Vakratsas (1996), 鈥淭he Pursuit of Advertising Theory,鈥� Business Strategy Review, 7 (1).
Books and Edited Volumes
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Chapters in Books
Vakratsas, Demetrios and Prasad Naik (2007), 鈥淓ssentials of Planning Media Schedules,鈥� in Handbook of Advertising, Tim Ambler and Gerard Tellis, eds., Sage Publications.
Awards
2009: Quebec Excellence in Teaching Chair
2006-2007: Nominated for Principal鈥檚 Prize for Excellence in Teaching by the Faculty of Management (Associate Professor Level).
2005-2006: 平特五不中 Management Undergraduate Society, Professor of the Year Award for excellence in teaching and contribution to student life.
2004-2005: Nominated for Principal鈥檚 Prize for Excellence in Teaching by the Faculty of Management (Assistant Professor Level).
2004: AMA Marketing Communications SIG Best Paper Award
1986, 1988-1989: National Scholar, Greek Scholarship Fund (鈥淚KY鈥�).
Fellowships
1995-1996 EU Marie Curie Fellow, London Business School
Grants
2012-2017 Social Sciences and Humanities Research Council (SSHRC) of Canada Grant (sole investigator), 鈥淭he impact of advertising creativity on consumer demand: A comprehensive investigation.鈥澨�
2011-2014 Social Sciences and Humanities Research Council (SSHRC) of Canada Grant (co- investigator with Ceren Kolsarici) 鈥淒ynamic Allocation of Multi-Media Advertising Budgets.鈥�
2008-2011 Social Sciences and Humanities Research Council (SSHRC) of Canada Grant (sole investigator) 鈥淣ew market entry decisions incorporating dynamic firm expectations of demand growth.鈥澨�(grant proposal ranked 3rd overall)
2008-2011 Social Sciences and Humanities Research Council (SSHRC) of Canada Grant (co- investigator with Saurabh Mishra)
2003-2007 Social Sciences and Humanities Research Council (SSHRC) of Canada Grant (sole investigator). 鈥淚nvestigating Statistical Learning Methods for Market Response Analysis.鈥澨�(grant proposal ranked 6th overall)
2001-2004 FCAR (now FQRSC) grant (co-investigator) 鈥淓ngineering pleasurable consumer experiences: Moving from the real to the virtual environment.鈥�
MSI grant (co-investigators: Emine Sarigollu and Myung-Soo Jo) for the study of online first mover advantages.听
