Brian Ratchford

Ph.D. - Business Administration
University of Rochester - 1972

MBA
University of Rochester - 1966

AB
Canisius College - 1964

Product form bundling: Implications for marketing of digital products. With N. Koukova and P.K. Kannan. Journal of Retailing. 84:2. (2008): 181-194. 2008 - Publication

New product development under channel acceptance. With L. Luo and P.K. Kannan. Marketing Science. 26:2. (2007): 149-163. 2007 - Publication

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. 2007 - Publication

Incorporating subjective characteristics in product design and evaluations. With L. Luo and P. K. Kannan. Journal of Marketing Research. 45:2. (2007): 182-194. 2007 - Publication

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. 2006 - Publication

Chan4Cast: A multi-channel multi-region sales forecasting model and decision support system for consumer packaged goods at Pepsico. With S. Divakar and V. Shankar. Marketing Science. 24:3. (2005): 334-350. 2005 - Publication

Consumer Use of the Internet in Search for Automobiles: Literature Review, a Conceptual Framework, and an Empirical Investigation. With M. Lee, and D. Talukdar, Review of Marketing Research. 2. 2005. 2005 - Publication

A Model of Retail Format Competition for Non-durable Goods. With A. Bhatnagar. International Journal of Research in Marketing. 21:1. (2004): 39-59. 2004 - Publication

Prof's Model Revolutionizes Product Design Process

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.

Study Emphasizes Retail Role in Product Development

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.

Marketing Study Examines What Types of Searches Click for Car Buyers

When making important purchase decisions, consumers often consult multiple sources of information.
A new study from The University of Texas at Dallas examines how consumers allocated their time when searching offline and on the internet as they shopped for a new automobile, and what the outcomes were for price satisfaction. 

Dr. Ashutosh Prasad and Dr. Brian Ratchford, marketing professors in the Naveen Jindal School of Management, recently published the study online in the Journal of Interactive Marketing. It will appear in the journal’s November issue. 

Marketing Study Examines What Types of Searches Click for Car Buyers

When making important purchase decisions, consumers often consult multiple sources of information.
A new study from The University of Texas at Dallas examines how consumers allocated their time when searching offline and on the internet as they shopped for a new automobile, and what the outcomes were for price satisfaction. 

Dr. Ashutosh Prasad and Dr. Brian Ratchford, marketing professors in the Naveen Jindal School of Management, recently published the study online in the Journal of Interactive Marketing. It will appear in the journal’s November issue.