Faculty Directory

Debanjan Mitra

Visiting Professor of Marketing





PhD, New York University, 2003; MPhil, New York University, 2000; MBA, Indian Institute of Management, 1990; BS, Indian Institute of Technology, 1988

Areas of Expertise

Marketing, technology


Professor Mitra’s research encompasses the antecedents and consequences of quality and innovation with a specific focus on the dynamics of relationships and the development of organizational, product, and personnel quality metrics and evaluation of their long-term impacts on market entry, market performance, and customer perception.

Current Research Topics

  • Quality
  • Innovation
  • Metrics
  • Long-term effects
  • Customer satisfaction
  • Market entry
  • Brand management
  • Organizational evolution
  • Survival analysis
  • Time-series analysis

Professional Activities

Academic positions

  • Visiting Professor of Marketing, Tuck School of Business, 2017–present
  • City Furniture Professor of Marketing, University of Florida, Warrington College of Business, 2011–present
  • Associate Professor, Warrington College of Business, 2010–11
  • Assistant Professor, Warrington College of Business, 2003–10

Nonacademic positions

  • Business Operations Manager, Coca Cola, Inc., 1995–97
  • Marketing Manager, Diageo plc, 1992–95

Editorial positions

  • Editorial Board: Journal of Marketing
  • Ad-Hoc Reviewer: Electronic Commerce and Research, International Journal of Research in Marketing, Journal of Management Studies, Journal of Marketing Research, Journal of Product Innovation Management, Journal of Public Policy and Marketing, Journal of Retailing, Journal of Service Research, Management Science, Marketing Letters, Marketing Letters, Marketing Science, National Science Foundation, Israel Science Foundation


  • Batten Fellow, University of Virginia's Batten Institute of Entrepreneurship and Innovation, 2015-16
  • Emerald Citations of Excellence, Emerald Group Publishing, 2015
  • Varadarajan Award for early career contributions to marketing strategy research, American Marketing Association, 2013
  • Harold H. Maynard Award, American Marketing Association, 2012
  • Excellence in Global Marketing Research Award, American Marketing Association, 2011
  • Emerging Distinguished Scholar, Sheth Biennial Academy of Marketing Science, 2011
  • Marketing Science Institute Young Scholar, 2009
  • Robert D. Buzzell Marketing Science Institute Best Paper Award, 2007
  • Finalist, INFORMS John D.C. Little Best Paper Award, 2006
  • Finalist, INFORMS Frank M. Bass Best Dissertation-Based Paper Award, 2006

Selected Publications

  • With S. Bharadwaj, “Satisfaction (Mis)Pricing Revisited,” Journal of Marketing, 80(3), 2016
  • With S. Shugan, “A Theory for Market Growth or Decline,” Marketing Science, 33(1), 2013
  • With  M. Lewis and Y. Yoon, “Customer Portfolio Composition and Customer Equity Feedback Effects: Student Diversity and Acquisition in Educational Communities,” Marketing Letters, 24(1), 2013
  • With P. Golder and C. Moorman, “What is Quality? An Integrative Framework of Processes and States,” Journal of Marketing, 76, 2012
  • With S. Fay, “Managing Service Expectations in Online Markets: A Signaling Theory of E-Tailer Pricing and Empirical Tests,” Journal of Retailing, 86, 2010
  • With S. Shugan, “Metrics—When and Why Non-Averaging Statistics Work,” Management Science, 55, 2009
  • With P. Golder and R. Shacham, “Innovations’ Origins: When, By Whom and How are Radical Innovations Developed?” Marketing Science, 28, 2009
  • With P. Golder, “Does Academic Research Help or Hurt MBA Programs?” Journal of Marketing, 72, 2008
  • With S. Fay and Q. Wang, “Ask or Infer? Strategic Implications of Alternative Learning Approaches in Customization,” International Journal of Research in Marketing, 26, 2008
  • With P. Golder, “Quality’s in the Eye of the Beholder,” Harvard Business Review, 85, 2007
  • With P. Golder, “How Does Objective Quality Affect Perceived Quality: Short-Term Effects, Long-Term Effects, and Asymmetries,” Marketing Science, 25, 2006
  • With R. Shoemaker, Y. Chen, and S. Essegaier, “A Comment on Price-Endings When Prices Signal Quality,” Management Science, 49, 2003
  • With J. Bohlmann and P. Golder, “Deconstructing the Pioneer’s Advantage: An Examination of the Relative Success and Failure of Market Pioneers,” Management Science, 48, 2002
  • With P. Golder, “Whose Culture Matters? Near-Market Knowledge and Its Impact of Foreign Market Entry Timing,” Journal of Marketing Research, 39, 2002