Capitalize the last name of first author only

I've been working on a custom style, and I've run into a problem. I'd like to render the first author's last name in all caps, but the remaining authors with just the first letter capitalized:

NETZER, Oded, Ronen Feldman, Jacob Goldenburg, and Moshe Fresko, “Mine Your Own Business: Market-Structure Surveillance Through Text Mining.” Marketing Science May 1, 2012, 31, 3: 521–543. doi:10.1287/mksc.1120.0713.

Is there a way to achieve this? The key is I'd like NETZER in all caps, the other authors not.

Thank you for any help!
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