Published research.

Work-in-progress available upon request.

Papers:

1. Gebhardt, Gary F., Gregory S. Carpenter and John F. Sherry, Jr. (2006), “Creating a Market Orientation: A Longitudinal, Multi-Firm, Grounded Analysis of Cultural Transformation,” Journal of Marketing, October 2006, Volume 70, Issue 4; pages 37-54.
   

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3. Gebhardt, Gary F., Gregory S. Carpenter and John F. Sherry, Jr. (2006), “Creating a Market Orientation: A Longitudinal, Multi-Firm, Grounded Analysis of Cultural Transformation,” Marketing Science Institute Working Paper Series, Issue 2, June 2006.
   

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Film:

1. Gebhardt, Gary F. and Paul A. Swindle, “(a)Cultural Co-Consumption: 21 Conversations About the People We Consume With,” 2006 Association for Consumer Research Film Festival, Orlando, Florida; screened 10am September 29, 2006 and 8am September 30, 2006. (Competitive peer-reviewed film.)
   

2. Requires Apple’s QuickTime software
   

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4. You can also copy the link below and paste it into your Quicktime movie application under “File” and “Open URL...”  Then press “Play” and you can adjust the size, etc. more easily:
   

5. http://garyfgebhardt.com/aCultural_Co-Consumption_v5.mov
   

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7. Extended abstract:
   

8. Gebhardt, Gary F. and Paul A. Swindle (2007), “(a)Cultural Co-Consumption: 21 Conversations About the People We Consume With (extended abstract),” Advances in Consumer Research, vol. XXXIV, edited by Gavan Fitzsimons and Vicki Morwitz.
   

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