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.


Constraints in acquiring and utilizing directors’ experience: An empirical study of new market entry in the pharmaceutical industry 2013
Product-Form Choice: Selling Systems versus Components in Industrial Markets (Mrinal Ghosh, Shantanu Dutta, Kellilynn Frias), revise and resubmit second round, Marketing Science 2012
“Benefiting From Alliance Portfolio Diversity – The Role of Past Internal Knowledge Creation Strategy” (Stephen Wuyts and Shantanu Dutta) Forthcoming Journal of Management 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 2012
“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 2011
Channel Design, Coordination and Performance: Future Research Directions 2010
Does Spillover Occur Across Competing Brands?: A Disaggregate Model of How and When 2009
An Empirical Model of Persistence Among Physicians: Implications for Marketing Communication 2008
Can Branded Drugs Benefit from Generic Entry? - The Role of Detailing and Price in Switching to Non-Bioequivalent Molecules 2008
Licensing in Technology Markets--Insights from the Biopharmaceutical Industry 2008
Perception Spillovers Across Competing Brands: A Disaggregate Model of How and When 2008
Customizing Complex Products: When Should The Vendor Take Control” 2006
Absorptive Capacity of Firms in High Technology Markets: The Competitive Advantage of The Haves 2006
How Does Enforcement Deter Gray Market Incidence? 2006
Deterministic and Stochastic Approaches for Assessing Technical Efficiency 2005
Conceptualizing And Measuring Capabilities: Methodology And Empirical Application 2005
Competing With Gray Markets 2004
The Role of Agreement Portfolios in Technology-Intensive Markets-Knowing The Right Mix for Innovation and Profitability 2004
Pricing Process As A Capability: A Resource Based Perspective 2003
Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence 2002
Vertical Territorial Restrictions and Public Policy: Evidence From Industrial Markets 1999
Marketing in Technology-Intensive Markets: Toward A Conceptual Framework 1999
Success in High Technology Markets: Is Marketing Capability Critical? 1999
Exclusive Dealing and Business Efficiency: Evidence From Industry Practice 1998
Managing Gray Markets Through Tolerance of Violations: A Transaction Cost Perspective 1998
The Relationship Between A Firm's Level of Technological Innovativeness And Its Pattern of Partnership Agreements 1997
Branded Variants: A Retail Perspective 1996
Does A Single Response Category In A Scale Completely Capture A Response? 1996
Understanding Dual Distribution: The Case of Reps and House Accounts 1995
Variations in the Contractual Terms of Cooperative Advertising Contracts: An Empirical Investigation 1995
Governance of Exclusive Territories When Dealers Can Bootleg 1994
Categorization: A Fuzzy Set Conceptualization 1993
Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories 1992
Incarceration and Fines: An Empirical Study of Antitrust Sanctions 1987
A Disaggregate Level Model of Social Contagion: Implications for Adoption and Usage of a new Product
A Structural Model of Learning For New Products
Protecting Intellectual Property: Strategic Marketing Considerations and Market Reaction
Relationship Between Technological and Product Diversity Is There One? Evidence From Pharmaceutical Industry
Role of Distribution Channels in Customer Profitability: Evidence from Telecom Sector in India
Superior New Product Development: The Interplay between Internal Knowledge Creation & Alliance Activity
“The Dynamic Effects of Price Discrimination in Business Markets: An Empirical Investigation”