Dr. Upender Subramanian
Professor of Marketing
·
Office: SOM 13.508 (Mailstop SM 32)
·
Email: upender@utdallas.edu
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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)