Jacob Goldenberg is a Professor of Marketing at Arison School of Business, Reichman University, and a visiting professor at Columbia Business School. His research focuses on creativity, new product development, innovation diffusion, and social network effects. Sunil Gupta is the Edward W. Carter Professor of Business Administration at Harvard Business School.  His current research is on digital technology and its impact on consumer behavior and firm strategy.

• 1. Set Introduction.- 2. Volume VI Introduction: A Legend in Marketing Strategy, Innovation Diffusion, and Marketing Performance.- 3. Modeling the Choice to Automate.- 4. Purchase Intentions and the Dimensions of Innovation: An Exploratory Model.- 5. The Idea Itself and the Circumstances of Its Emergence as Predictors of New Product Success.- 6. Entrenched Knowledge Structures and Consumer Response to New Products.- 7. What is it? Categorization Flexibility and Consumers’ Responses to Really New Products.- 8. Setting Quality Expectations When Entering a Market: What Should the Promise Be?.- 9. Spontaneous Visualization and Concept Evaluation.- 10. Profiles of Product Innovators Among Large U.S. Manufacturers.- 11. The Extent and Impact of Incubation Time in New Product Diffusion.- 12. Multigeneration Innovation Diffusion: The Impact of Intergeneration Time.- 13. The Role of Hubs in the Adoption Process.- 14. Social Contagion and Customer Adoption.- 15. An Investigation of Factors Influencing Causal Attributions in Managerial Decision Making.- 16. Sales Through Sequential Distribution Channels: An Application to Movies and Videos.- 17. The Impact of Altruism and Envy on Competitive Behavior and Satisfaction.- 18. Strategic Management of Expectations: The Role of Disconfirmation Sensitivity and Perfectionism.- 19. Choosing a Digital Content Strategy: How Much Should be Free?.- 20. The Long-Term Effect of Multichannel Usage on Sales.- 21. How Word-of-Mouth Transmission Encouragement Affects Consumers’ Transmission Decisions, Receiver Selection, and Diffusion Speed.- 22. Customer Satisfaction, Market Share, and Profitability.- 23. Organizational Learning and CRM Success: A Model for Linking Organizational Practices, Customer Data Quality, and Performance.- 24. When and How Board Members and Marketing Experience Facilitate Firm Growth.- 25. What We Learn When an Innovator Studies Innovation by Christine Moorman.- 26. Don Lehmann IS Marketing Strategy.- 27. How Can Research Be Both Current and Prescient? The Value of Interesting Topics and Useful Findings in Academic Research in Marketing.- 28. The Big Questions Revolve Around Societal Issues.