Dr. Upender Subramanian

Professor of Marketing

 ·   Office: SOM 13.508 (Mailstop SM 32)

 ·   Email: upender@utdallas.edu

 ·   Phone: 972-883-6525

 

Education

·   2009. PhD in Marketing. Wharton, University of Pennsylvania.

·   2000. MBA. Indian Institute of Management (Bangalore). India.

·   1998. BTech in Electrical Engineering. Indian Institute of Technology (Madras). India.

 

Academic Career

·   2022 – present. Professor of Marketing, University of Texas at Dallas.

·   2016 – 2022. Associate Professor of Marketing, University of Texas at Dallas.

·   2009 – 2016. Assistant Professor of Marketing, University of Texas at Dallas.

 

Industry Experience

·   2002 – 2004. Marketing Manager. Sasken Communication Technologies, Bengaluru, Karnataka, India.

·   2000 – 2002. Marketing Manager. Analog Devices India Pvt. Ltd, Bengaluru, Karnataka, India.

 

Professional and University Service

·      Marketing Area Phd Program Coordinator

·      Associate Editor - Marketing Science, Service Science, Quantitative Marketing and Economics

·      Editorial Review Board Member -  Journal of Marketing Research

 

Research Interests

·   Topics: Distribution Channels, Online Platforms and Marketplaces, Trust and Trustworthiness, Dynamic Pricing,

·   Methods: Game Theory, Behavioral Economics, Experimental Economics

 

Published Research (by main topic area)

Distribution Channel Arrangements

·   Exclusive Handset Arrangements in the Wireless Industry: A Competitive Analysis with Jagmohan S. Raju and Z. John Zhang. Marketing Science, March 2013.

-       Finalist, John D.C. Little Best Paper Award.

-       Finalist, Frank M. Bass Dissertation Paper Award.

·   Competitive Consequences of Using a Category Captain with Jagmohan S. Raju, Sanjay K. Dhar and Yusong Wang. Management Science, October 2010.

-       Managerial article based on this research is available here.    

 

Online Platforms and Marketplaces

·   Your Uber is Arriving: Managing On-Demand Workers through Surge Pricing, Information Sharing and Worker Incentives with Harish Guda. Management Science. Feb 2019. Accepted version here.

-       2nd place, POMS (College of Supply Chain) student paper award

·   Sharing Economy: Review of Current Research and Future Directions with Chakravarthi Narasimhan, Purushottam Papatla, Baojun Jiang, Praveen Kopalle, Paul Messinger, Sridhar Moorthy, Davide Proserpio, Chunhua Wu and Ting Zhu. Customer Needs and Solutions. Nov 2017

·   Leveraging Experienced Consumers to Attract New Consumers: An Equilibrium Analysis of Displaying Deal Sales by Daily Deal Websites with Ram C. Rao. Management Science. Dec 2016.

·   Platforms: A Multiplicity of Research Opportunities. with S Sriram, Puneet Manchanda, Mercedes Esteban Bravo, Junhong Chu, Liye Ma, Minjae Song and Scott Shriver. Marketing Letters. Aug 2014.

 

Trust and Trustworthiness in Collaboration

·   Are We Strategically Naďve or Guided by Trust and Trustworthiness in Cheap Talk Communication with Xiaolin Li and Özalp Özer. Management Science. Published Online Apr 2021. Accepted version here.

·   The Informational Role of Buyback Contracts with Shouqiang Wang and Haresh Gurnani. Management Science. Jan 2021. Accepted version here.

·   Information Sharing, Advice Provision or Delegation: What Leads to Higher Trust and Trustworthiness? with Özalp Özer, Yu Wang. Management Science. Jan 2018. Accepted version here.

 

Dynamic Pricing

·   Strategic Value of High-Cost Customers with Jagmohan S. Raju and Z. John Zhang. Management Science, Feb 2014.

 

Working Papers

·   Ad-Blockers and Limited Ad-blocking with Mohammad Zia. Current version here.

·   Retail Buyer and Manufacturer Kickback with Z. John Zhang. Current version here.

·   Strategic Implications of Acquiring Information in a Distribution Channel. Current version here.

 

Teaching

·   Marketing Decision Making (MKT 6339)

·   Marketing Predictive Analytics using SAS (MKT 6337)

·   Principles of Marketing (MKT 3300)