Personal Webpage of Dr. Upender Subramanian


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·       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.


Professional Experience

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

 ·       2002 – 2004. Business Planning, Pre-Sales. Sasken Communication Technologies, Bengaluru, Karnataka, India.

 ·       2000 – 2002. Business Planning, Pre-Sales. Analog Devices India Pvt. Ltd, Bengaluru, Karnataka, India.


Research Interest

 ·       Competitive and Collaborative Strategies, Distribution Channel Arrangements, Game Theory


Published Research

·       Competitive Consequences of Using a Category Captain with Jagmohan S. Raju, Sanjay K. Dhar, Yusong Wang in Management Science, October 2010. Published version is available here.

-          Managerial article based on this research is available here.    

-          Presentation at the 2010 Atlanta Category Management conference based on this research can be downloaded here.

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

·      Strategic Value of High-Cost Customers with Jagmohan S. Raju, Z. John Zhang. Forthcoming at Management Science. Accepted version is available here.


Selected Work in Progress

·       A Theory of Social Coupons. Revision invited at Marketing Science.

·       Trust in Information Sharing and Delegation with Özalp Özer, Yu Wang. 



·       Principles of Marketing (MKT 3300)

·       Marketing Decision Making (MKT 6339)



·       Office: SOM 3.702 (Mailstop SM 32)

·       Email:

·       Phone: 972-883-6525