University of Southern California

Shantanu Dutta
Dave and Jeanne Tappan Chair in Marketing, and Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

PhD, University of Minnesota


Shantanu Dutta is an expert on strategic marketing, especially in high technology markets. He also studies how firms use distribution, partnerships, and value pricing to build competitive advantage. His research has been published in leading marketing, economics, and management journals, including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Quarterly Journal of Economics, Journal of Law and Economics, Journal of Law, Economics and Organization, Management Science, and Strategic Management Journal. He serves on the editorial board of the Journal of Marketing Research and Marketing Science.


Diestre, L., Rajagopalan, N., and Dutta, S. (2013) "Constraints in acquiring and utilizing directors’ experience: An empirical study of new market entry in the pharmaceutical industry," Strategic Management Journal.
Dutta, S. (2012) "Product-Form Choice: Selling Systems versus Components in Industrial Markets (Mrinal Ghosh, Shantanu Dutta, Kellilynn Frias), revise and resubmit second round, Marketing Science,".
Dutta, S. (2012) "“Role of Reference Price on Price and Quantity: Insights from B2B Markets” (Hernan A. Bruno, Hai Che, Shantanu Dutta) Forthcoming Journal of Marketing Research," Journal of Marketing Research.
Dutta, S. (2012) "“Benefiting From Alliance Portfolio Diversity – The Role of Past Internal Knowledge Creation Strategy” (Stephen Wuyts and Shantanu Dutta) Forthcoming Journal of Management," Journal of Management.
Dutta, S. (2011) "“The Impact of Automation of Systems on Medical Errors: Evidence from Field Research” (Ravi Aron, Shantanu Dutta, Ramkumar Janakiraman, Praveen Pathak) 2011 Information Systems Research," Information Services Research.
Dutta, S., Vinhas, A. S., Chatterjee, S. C., Fein, A., Lajos, J., Nelson, S., Ross, W., Scheer, L., and Wang, Q. (2010) "Channel Design, Coordination and Performance: Future Research Directions," Marketing Letters.
, J., , R., Sismeiro, C., and Dutta, S. (2009) "Does Spillover Occur Across Competing Brands?: A Disaggregate Model of How and When," Journal of Marketing, 46, 467-481.
Levy, D., Chen, H., Muller, G., Dutta, S., and Bergen, M. (2008) "Holiday Price Rigidity and Cost of Price Adjustment," Economica.
Wuyts, S., and Dutta, S. (2008) "Licensing in Technology Markets--Insights from the Biopharmaceutical Industry," International Journal of Research in Marketing.
Janakiraman, R., Sismeiro, C., and Dutta, S. (2008) "Perception Spillovers Across Competing Brands: A Disaggregate Model of How and When," Journal of Marketing Research.
Janakiraman, R., Dutta, S., and Sismeiro, C. (2008) "An Empirical Model of Persistence Among Physicians: Implications for Marketing Communication," Management Science, 54, 1080-1093.
Gonzalez, J., Sismeiro, C., Dutta, S., and Stern, P. (2008) "Can Branded Drugs Benefit from Generic Entry? - The Role of Detailing and Price in Switching to Non-Bioequivalent Molecules," International Journal of Research in Marketing.
Ghosh, M., Dutta, S., and Stremersch, S. (2006) "Customizing Complex Products: When Should The Vendor Take Control”," Journal of Marketing Research , 43 (November), 664-679.
Narasimhan, O., Rajiv, S., and Dutta, S. (2006) "Absorptive Capacity of Firms in High Technology Markets: The Competitive Advantage of The Haves," Marketing Science, 25 ( 5), 510-524.
Muller, G., Bergen, M., Dutta, S., and Levy, D. (2006) "“Private Label Price Rigidity during Holiday Periods: The Role of Social Consumption”," Applied Economics Letters, Vol 13, 57-62.
Antia, K., Bergen, M., Dutta, S., and Fischer, R. (2006) "How Does Enforcement Deter Gray Market Incidence?," Journal of Marketing, 70 (1), 92-106.
Dutta, S., Kamakura, W., and Ratchford, B., "Deterministic and Stochastic Approaches for Assessing Technical Efficiency," in Moorman, C., and Lehmann, D., eds., Assessing Marketing Strategy Performance, Marketing Science Institute Research, Cambridge, MA 2005.
Dutta, S., Narasimhan, O., and Rajiv, S. (2005) "Conceptualizing And Measuring Capabilities: Methodology And Empirical Application," Strategic Management Journal, 26, 277-285.
Wuyts, S., Colombo, M. G., Dutta, S., and Nooteboom, B. (2005) "Empirical Tests of Optimal Cognitive Distance," Journal of Economic Behavior and Organization, 58 (2), 277-302.
Antia, K., Bergen, M., and Dutta, S. (2004) "Competing With Gray Markets," Sloan Management Review 63-69.
Zbaracki, M., Ritson, M., Levy, D., Dutta, S., and Bergen, M. (2004) "Managerial and Customer Costs of Price Adjustment: Direct Evidence from Industrial Markets," The Review of Economics and Statistics, 86 (2), 514-533.
Wuyts, S., Dutta, S., and Stremersch, S. (2004) "The Role of Agreement Portfolios in Technology-Intensive Markets-Knowing The Right Mix for Innovation and Profitability," Journal of Marketing, 68 (2), 88-100.
Bergen, M., Dutta, S., Ritson, M., Levy, D., and Zbaracki, M. (2003) "Shattering The Myth of Costless Pricing," European Management Journal.
Dutta, S., Bergen, M., and Zbaracki, M. (2003) "Pricing Process As A Capability: A Resource Based Perspective," Strategic Management Journal, 24, 615-630.
Rajiv, S., Dutta, S., and Dhar, S. (2002) "Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence," Marketing Science, 21 (1), 55-73.
Dutta, S., Bergen, M., and Levy, D. (2002) "Price Flexibility In Channels of Distribution: Evidence From Scanner Data," Journal of Economic Dynamics and Control, 26 (1), 1845-1900.
Dutta, S., Bergen, M., Levy, D., Ritson, M., and Zbaracki, M. (2002) "Pricing As A Strategic Capability," Sloan Management Review, 43 (3), 61-66.
Bergen, M., Dutta, S., and Levy, D. (2002) "Heterogeneity In Price Rigidity: Evidence From a Case Study Using Micro-level Data," Journal of Money Credit and Banking, 34 (1), 197-220.
Barsky, R., Bergen, M., Dutta, S., and Levy, D., "What Can the Price Gap Between Branded and Generic Products Tell Us About Markups?," in Feenstra, R., and Shapiro, M., eds., Scanner Data and Price Indexes 2001.
Dutta, S., Bergen, M., Levy, D., and Venable, R. (1999) "Menu Costs, Posted Prices, and Multiproduct Retailers," Journal of Money Credit and Banking, 31 (4), 683-703.
Dutta, S., Heide, J., and Bergen, M. (1999) "Vertical Territorial Restrictions and Public Policy: Evidence From Industrial Markets," Journal of Marketing, 63 (4), 121-134.
Dutta, S., Narasimhan, O., and Rajiv, S. (1999) "Success in High Technology Markets: Is Marketing Capability Critical?," Marketing Science, 18 (4), 547-568. Finalist for John D. Little Award for best paper in Marketing Science in 1999.
John, G., Weiss, A., and Dutta, S. (1999) "Marketing in Technology-Intensive Markets: Toward A Conceptual Framework," Journal of Marketing, 63, 78-91.
Heide, J., Dutta, S., and Bergen, M. (1998) "Exclusive Dealing and Business Efficiency: Evidence From Industry Practice," Journal of Law and Economics, XLI, 387-408.
Levy, D., Dutta, S., Bergen, M., and Venable, R. (1998) "Price Adjustment At Multiproduct Retailers," Managerial and Decision Economics, 19, 81-120.
Bergen, M., Heide, J., and Dutta, S. (1998) "Managing Gray Markets Through Tolerance of Violations: A Transaction Cost Perspective," Managerial and Decision Economics, 19, 157-165.
Levy, D., Bergen, M., Dutta, S., and Venable, R. (1997) "The Magnitude of Menu Costs: Direct Evidence From Large U.S. Supermarket Chains," Quarterly Journal of Economics 791-825.
Dutta, S., and Weiss, A. (1997) "The Relationship Between A Firm's Level of Technological Innovativeness And Its Pattern of Partnership Agreements," Management Science, 43 (3), 343-356.
Bergen, M., Dutta, S., and Shugan, S. (1996) "Branded Variants: A Retail Perspective," Journal of Marketing Research. , 33, 9-19. Finalist for the Paul Green award for the best paper in JMR for 1996. This paper was also the finalist for Long Term Impact O'Dell Award, 2000.
Viswanathan, M., Bergen, M., Dutta, S., and Childers, T. (1996) "Does A Single Response Category In A Scale Completely Capture A Response?," Psychology and Marketing, 13 (5), 457-479.
Dutta, S., Bergen, M., Heide, J., and John, G. (1995) "Understanding Dual Distribution: The Case of Reps and House Accounts," The Journal of Law Economics and Organization, 11 (1), 189-204.
Dutta, S., Bergen, M., John, G., and Rao, A. (1995) "Variations in the Contractual Terms of Cooperative Advertising Contracts: An Empirical Investigation," Marketing Letters, 6 (1), 15-22.
Dutta, S., and John, G. (1995) "Combining Lab Experiments And Industry Data In Transaction Cost Analysis: The Case of Competition As A Safeguard," The Journal of Law Economics and Organization, 11 (1), 87-111.
Dutta, S., Bergen, M., and John, G. (1994) "Governance of Exclusive Territories When Dealers Can Bootleg," Marketing Science, 13 (1), 83-99.
Dutta, S., Bergen, M., Viswanathan, M., and Childers, T. (1993) "Categorization: A Fuzzy Set Conceptualization," AMA Winder Marketing Educators' Conference.
Bergen, M., Dutta, S., and Walker, Jr., O. C. (1992) "Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories," Journal of Marketing, 56 (22), 1-24.
Gallo, J. C., Craycraft, J. L., and Dutta, S. (1987) "Incarceration and Fines: An Empirical Study of Antitrust Sanctions," Review of Industrial Organization, 3 (2), 38-66.
Bruno, H., Dutta, S., and Zhang, W. "“The Dynamic Effects of Price Discrimination in Business Markets: An Empirical Investigation”,".
Dutta, S., Janakiraman, R., and Mukherji, P. "A Disaggregate Level Model of Social Contagion: Implications for Adoption and Usage of a new Product," Work in progress.
Wuyts, S., Dutta, S., Narasimhan, O., and Qu, S. "Relationship Between Technological and Product Diversity Is There One? Evidence From Pharmaceutical Industry," Journal of Marketing.
Mukherji, P., Dutta, S., and Rajiv, S. "A Structural Model of Learning For New Products," This was revised and submitted third round at Quantitative Marketing and Economics.
Banerjee, R., Antia, K., and Dutta, S. "Role of Distribution Channels in Customer Profitability: Evidence from Telecom Sector in India,".
Wuyts, S., Dutta, S., and Pai, S. "Superior New Product Development: The Interplay between Internal Knowledge Creation & Alliance Activity,".
Qu, S., Dutta, S., Narasimhan, O., and Mukherji, P. "Protecting Intellectual Property: Strategic Marketing Considerations and Market Reaction," To be revised and resubmitted second round at Management Science.