Cross-Selling the right Product to the right Customer at the right time

Vol. XLVIII (August 2011), 683 –700 *Shibo Li is Associate Professor of Marketing, Kelley School of Business, Indiana University (e-mail: [email protected]). Baohong Sun is the Carnegie Bosch Professor of Marketing (e-mail: [email protected]), and Alan L. Montgomery is Associate Professor ([email protected]), Tepper School of Business, Carnegie Mellon University. The authors also thank their project sponsor—who wishes to remain anonymous—for providing the data used in this project. All opinions expressed in this article are the authors’ own and do not reflect those of their project sponsor. They also thank the Customer Relationship Management Center at Duke University for its generous financial support. Russell Winer served as guest editor and Sunil Gupta served as associate editor for this article. Shibo Li, baohong Sun, and aLan L. MontgoMery*