Welcome to Revise and Resubmit—the podcast where we take a deep dive into the world of cutting-edge business research, one groundbreaking paper at a time.Today, we honor a true giant in the field of marketing science. Imagine a career that spans eight decades, reshaping how we think, analyze, and act in the world of business. That’s the legacy of John D. C. Little. His decision-calculus principles didn’t just guide academic theory—they changed how companies make decisions. Simple, robust, adaptable—his models stood the test of time.In this episode, we explore The Legacy of John Little for Marketing Science, published in Marketing Science—one of the world’s most prestigious academic journals, listed in the FT50. Authors Fred Feinberg, John R. Hauser, John Roberts, and Juanjuan Zhang reflect on Little’s impact, from advertising models to AI-driven marketing strategies.But here’s the question: In a world dominated by machine learning and automated decision-making, do John Little’s foundational ideas still hold power? Or are we standing at the edge of a marketing revolution that even he could not have foreseen?A huge thanks to the authors and Marketing Science, published by INFORMS PubsOnline, for this insightful contribution.If you love exploring the frontier of business research, don’t forget to subscribe to Revise and Resubmit on Spotify, Amazon Prime, and Apple Podcasts. And for more weekend insights, check out our YouTube channel, Weekend Researcher.ReferenceFred Feinberg; , John R. Hauser; , John Roberts, Juanjuan Zhang; (2025) The Legacy of John Little for Marketing Science. Marketing Science 0(0).https://doi.org/10.1287/mksc.2025.0008Full Paper Open Access Youtube Channel⁠https://www.youtube.com/@weekendresearcher⁠Support us on Patreonhttps://patreon.com/weekendresearcher

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