Debanjan Mitra


Voya Financial Chair


Education/Professional Certification

Ph.D., New York University of Pittsburgh
P.G.D.M., Indian Institute of Management
B.Tech., Indian Institute of Technology

Areas of Expertise

Quality, Innovation, New Products
Marketing Analytics
Marketing Strategy
Marketing and Regulations


Ptofessor Mitra’s research encompasses innovation and new product management, their antecedents and consequences on organizations, customers, and economies, and the development of analytics in these areas. He uses both analytical and econometric methods to understand these effects over time as well as across brands, firms, industries, and countries. These research has been published in the Journal of Marketing, the Journal of Marketing Research, Marketing Science, Management Science, and the Harvard Business Review, among others. Professor Mitra has been recognized with numerous awards from premier organizations including the American Marketing Association’s (AMA) Maynard Award, Varadarajan Award, and Excellence in Global Marketing Research Award; the Marketing Science Institute’s (MSI) MSI Scholar, MSI Young Scholar and Robert Buzzell Award; and as finalists of the Institute for Operations Research and the Management Sciences’ (INFORMS) John Little Award and Frank Bass Award. His research has received widespread media coverage including the Wall Street Journal, BusinessWeek, Forbes, and CNN, in the US, Financial Times in the UK, and Handelsblatt in Germany. He advises several Fortune 500 firms and is associated with successful high tech start-ups. Prior to joining academics, he held various management positions at Coca Cola and Diageo.  Professor Mitra is the Marketing Department’s Ph.D. Program Coordinator and teaches courses on Marketing Strategy, Brand Management, and Marketing Analytics, in the EMBA, PMBA, and doctoral programs. Professor Mitra currently serves as an Associate Editor of the Journal of Marketing and as Editorial Review Board member of several leading journals.


Peter N. Golder, Debanjan Mitra, and Christine Moorman (2018), “Incorporating Customer-based Quality Considerations in Merger Analysis: Why, What, When, and How?” (forthcoming, The Anti-Trust Bulletin).

Bharadwaj, Sundar B. and Debanjan Mitra (2016): “Satisfaction (Mis)Pricing Revisited” Journal of Marketing, Vol. 80 (September), 116–121.

Shugan, Steven M. and Debanjan Mitra (2014), “A Theory for Market Growth or Decline”, Marketing Science, 33(1), 47-65.

Golder, Peter N., Debanjan Mitra, and Christine Moorman (2012), “What is Quality? An Integrative Framework of Processes and States,” Journal of Marketing, lead article, 76 (July), 1-23.

Lewis, Michael, Debanjan Mitra, and Yeujun Yoon (2013), “Customer Portfolio Composition and Customer Equity Feedback Effects: Student Diversity and Acquisition in Educational Communities,” Marketing Letters, 24 (1), 71-84.

Mitra, Debanjan and Scott Fay (2010), “Managing Service Expectations in Online Markets: A Signaling Theory of E-tailer Pricing and Empirical Tests,” Journal of Retailing, 86 (June), 184-199.

Shugan, Steven M. and Debanjan Mitra (2009), “Metrics – When and Why Non-Averaging Statistics Work,” Management Science, lead article, 55 (January), 4-15.

Golder, Peter N., Rachel Shacham, and Debanjan Mitra (2009), “Innovations’ Origins: When, By Whom, and How are Radical Innovations Developed?” Marketing Science, 28 (January), 166-179.

Mitra, Debanjan and Peter N. Golder (2008), “Does Academic Research Help or Hurt MBA Programs?” Journal of Marketing, 72 (September), 31-49.

Fay, Scott, Debanjan Mitra, and Qiong Wang “Ask or Infer? Strategic Implications of Alternative Learning Approaches in Customization (2008),” International Journal of Research in Marketing, 26 (June), 136-152.

Mitra, Debanjan and Peter N. Golder (2006), “How Does Objective Quality Affect Perceived Quality: Short-Term Effects, Long-Term Effects, and Asymmetries,” Marketing Science, 25 (May), 230-247.

Shoemaker, Robert W., Debanjan Mitra, Yuxin Chen, and Skander Essegaier (2003), “A Comment on Price-Endings When Prices Signal Quality,” Management Science, 49 (December), 1753-1758.

Bohlmann, Jonathan D., Peter N. Golder, and Debanjan Mitra (2002), “Deconstructing the Pioneer’s Advantage: An Examination of the Relative Success and Failure of Market Pioneers,” Management Science, 48 (September), 1175-1195.

Mitra, Debanjan and Peter N. Golder (2002), “Whose Culture Matters? Near-Market Knowledge and Its Impact of Foreign Market Entry Timing,” Journal of Marketing Research, 39 (August), 350-365.

Contact Information
Office LocationBUSN 355
Office HoursBy Appointment