Shantanu Dutta

Dave and Jeanne Tappan Chair in Marketing and Professor of Marketing
Room / Office

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.

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Qu, Shaoming.,Dutta, Shantanu.,Narasimhan, Om.,Mukherji, Prokriti. () "Protecting Intellectual Property: Strategic Marketing Considerations and Market Reaction", To be revised and resubmitted second round at Management Science.
Wuyts, Stefan.,Dutta, Shantanu.,Narasimhan, Om.,Qu, Shaoming. () "Relationship Between Technological and Product Diversity Is There One? Evidence From Pharmaceutical Industry", Journal of Marketing.
Banerjee, Ranjan.,Antia, Kersi.,Dutta, Shantanu. () "Role of Distribution Channels in Customer Profitability: Evidence from Telecom Sector in India".
Wuyts, Stefan.,Dutta, Shantanu.,Pai, Seema. () "Superior New Product Development: The Interplay between Internal Knowledge Creation & Alliance Activity ".
Cui.,Ansari, Arif. () "Improving Returns for Adwords", OMBA Online Program - Canvas Website.
Bruno, Hernan.,Dutta, Shantanu.,Zhang, Wayne. () " “The Lasting Effect of Salesperson Price Setting on Customer Purchases” ".
Yang, Botao.,Yang, Sha.,Dutta, Shantanu. () "“Platform Service Offering to Business Customers: Strategic Considerations in Engendering Seller Use of Marketing Tools on E-Commerce Platforms".
Mukherji, Prokriti.,Dutta, Shantanu.,Rajiv, Surendra.,Ram Kumar. () "“How Direct-to-Consumer Advertising For Prescription Drugs Affects Consumers’ Welfare: A Natural Experiment To Test The Impact of FDA Legislation” ", Journal of Advertising Research.
Xu, Zibin.,Zhu, Yi.,Dutta, Shantanu. () "“Platform Screening Strategies And The Role of Niche Sellers on Service Provision”".
Dutta, Shantanu.,Yang, Sha.,Dutta, Shantanu. () "“Modeling Mean-Deviation-and-Heuristic-Based Expectation: An Application to Consumer Level Progression in Online Gaming,”".
Ghosh, Mrinal.,Dutta, Shantanu.,Frias, Kelliyn. () "Product-Form Choice: Selling Systems versus Components in Industrial Markets ".
Diestre, Luis.,Rajagopalan, Nandini.,Dutta, Shantanu. () "Constraints in acquiring and utilizing directors’ experience: An empirical study of new market entry in the pharmaceutical industry", Strategic Management Journal, 36, 339-359.
Wuyts, Stefan.,Dutta, Shantanu. () "“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.
Mukherji, Prokriti.,Janakiraman, Ramkumar.,Dutta, Shantanu. () "Estimating the Effects of Direct-to-Consumer Advertising for Prescription Drugs: A Natural Experiment".
Guszcza, James.,Schweidel, David.,Dutta, Shantanu. () "“The Personalized and the Personal: Socially Responsible Innovation Through Big Data: James C. Guszcza, David Schweidel, Shantanu Dutta), Lead Article: Deloitte Review: January 2014. ", Deloitte Review.
Diestre, Luis.,Rajagopalan, Nandini.,Dutta, Shantanu. () "Constraints In Acquiring And Utilizing Director’s Experience: An Empirical Study of New Market Entry In The Pharmaceutical Industry ", Strategic Management Journal.
Bruno, Hernan.,Dutta, Shantanu.,Zhang, Wayne. () "“The Dynamic Effects of Price Discrimination in Business Markets: An Empirical Investigation”. ".
Dutta, Shantanu.,Janakiraman, Ramkumar.,Mukherji, Prokriti. () "A Disaggregate Level Model of Social Contagion: Implications for Adoption and Usage of a new Product", Work in progress.
Bruno, Hernan.,Che, Hai.,Dutta, Shantanu. () "“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, Shantanu. () "“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, Shantanu.,Vinhas, Alberto.,Chatterjee, Sharmila.,Fein, Adam.,Lajos, Joseph.,Nelson, Schott.,Ross, William.,Scheer, Lisa.,Wang, Qiong. () "Channel Design, Coordination and Performance: Future Research Directions", Marketing Letters.
Janakiraman.,Ramkumar.,Sismeiro, Catarina.,Dutta, Shantanu. () "Does Spillover Occur Across Competing Brands?: A Disaggregate Model of How and When", Journal of Marketing, 46, 467-481.
Levy, Daniel.,Chen, Haipeng (Allen).,Muller, Georg.,Dutta, Shantanu.,Bergen, Mark. () "Holiday Price Rigidity and Cost of Price Adjustment", Economica.
Wuyts, Stefan.,Dutta, Shantanu. () "Licensing in Technology Markets--Insights from the Biopharmaceutical Industry", International Journal of Research in Marketing.
Janakiraman, Ramkumar.,Sismeiro, Catarina.,Dutta, Shantanu. () "Perception Spillovers Across Competing Brands: A Disaggregate Model of How and When ", Journal of Marketing Research.
Janakiraman, Ramkumar.,Dutta, Shantanu.,Sismeiro, Catarina. () "An Empirical Model of Persistence Among Physicians: Implications for Marketing Communication", Management Science, 54, 1080-1093.
Gonzalez, Jorge.,Sismeiro, Catarina.,Dutta, Shantanu.,Stern, Phillip. () "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, Mrinal.,Dutta, Shantanu.,Stremersch, Stefan. () "Customizing Complex Products: When Should The Vendor Take Control” ", Journal of Marketing Research , 43 , 664-679.
Narasimhan, Om.,Rajiv, Surendra.,Dutta, Shantanu. () "Absorptive Capacity of Firms in High Technology Markets: The Competitive Advantage of The Haves", Marketing Science, 25 , 510-524.
Muller, Georg.,Bergen, Mark.,Dutta, Shantanu.,Levy, Daniel. () "“Private Label Price Rigidity during Holiday Periods: The Role of Social Consumption”", Applied Economics Letters, Vol 13, 57-62.
Antia, Kersi.,Bergen, Mark.,Dutta, Shantanu.,Fischer, Robert. () "How Does Enforcement Deter Gray Market Incidence?", Journal of Marketing, 70, 92-106.
Dutta, Shantanu.,Kamakura, Wagner.,Ratchford, Brian. () "Deterministic and Stochastic Approaches for Assessing Technical Efficiency", Assessing Marketing Strategy Performance, Marketing Science Institute Research.
Wuyts, Stefan.,Colombo, Massimo.,Dutta, Shantanu.,Nooteboom, Bart. () "Empirical Tests of Optimal Cognitive Distance", Journal of Economic Behavior and Organization, 58, 277-302.
Dutta, Shantanu.,Narasimhan, Om.,Rajiv, Surendra. () "Conceptualizing And Measuring Capabilities: Methodology And Empirical Application", Strategic Management Journal, 26, 277-285.
Antia, Kerski.,Bergen, Mark.,Dutta, Shantanu. () "Competing With Gray Markets", Sloan Management Review, 63-69.
Zbaracki, Mark.,Ritson, Mark.,Levy, Daniel.,Dutta, Shantanu.,Bergen, Mark. () "Managerial and Customer Costs of Price Adjustment: Direct Evidence from Industrial Markets", The Review of Economics and Statistics, 86, 514-533.
Wuyts, Stefan.,Dutta, Shantanu.,Stremersch, Stefan. () "The Role of Agreement Portfolios in Technology-Intensive Markets-Knowing The Right Mix for Innovation and Profitability", Journal of Marketing, 68, 88-100.
Bergen, Mark.,Dutta, Shantanu.,Ritson, Mark.,Levy, Daniel.,Zbaracki, Mark. () "Shattering The Myth of Costless Pricing", European Management Journal.
Dutta, Shantanu.,Bergen, Mark.,Zbaracki, Mark. () "Pricing Process As A Capability: A Resource Based Perspective", Strategic Management Journal, 24, 615-630.
Rajiv, Surendra.,Dutta, Shantanu.,Dhar, Sanjay. () "Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence", Marketing Science, 21, 55-73.
Dutta, Shantanu.,Bergen, Mark.,Levy, Daniel. () "Price Flexibility In Channels of Distribution: Evidence From Scanner Data", Journal of Economic Dynamics and Control, 26, 1845-1900.
Dutta, Shantanu.,Bergen, Mark.,Levy, Daniel.,Ritson, Mark.,Zbaracki, Mark. () "Pricing As A Strategic Capability", Sloan Management Review, 43, 61-66.
Bergen, Mark.,Dutta, Shantanu.,Levy, Daniel. () "Heterogeneity In Price Rigidity: Evidence From a Case Study Using Micro-level Data", Journal of Money Credit and Banking, 34, 197-220.
Barsky, Robert.,Bergen, Mark.,Dutta, Shantanu.,Levy, Daniel. () "What Can the Price Gap Between Branded and Generic Products Tell Us About Markups?", Scanner Data and Price Indexes.
Dutta, Shantanu.,Bergen, Mark.,Levy, Daniel.,Venable, Robert. () "Menu Costs, Posted Prices, and Multiproduct Retailers", Journal of Money Credit and Banking, 31, 683-703.
Dutta, Shantanu.,Heide, Jan.,Bergen, Mark. () "Vertical Territorial Restrictions and Public Policy: Evidence From Industrial Markets", Journal of Marketing, 63, 121-134.
John, George.,Weiss, Allen.,Dutta, Shantanu. () "Marketing in Technology-Intensive Markets: Toward A Conceptual Framework", Journal of Marketing, 63, 78-91.
Dutta, Shantanu.,Narasimhan, Om.,Rajiv, Surendra. () "Success in High Technology Markets: Is Marketing Capability Critical?", Marketing Science, 18, 547-568. Finalist for John D. Little Award for best paper in Marketing Science in 1999.
Heide, Jan.,Dutta, Shantanu.,Bergen, Mark. () "Exclusive Dealing and Business Efficiency: Evidence From Industry Practice", Journal of Law and Economics, XLI, 387-408.
Bergen, Mark.,Heide, Jan.,Dutta, Shantanu. () "Managing Gray Markets Through Tolerance of Violations: A Transaction Cost Perspective", Managerial and Decision Economics, 19, 157-165.
Levy, Daniel.,Dutta, Shantanu.,Bergen, Mark.,Venable, Robert. () "Price Adjustment At Multiproduct Retailers", Managerial and Decision Economics, 19, 81-120.
Levy, Daniel.,Bergen, Mark.,Dutta, Shantanu.,Venable, Robert. () "The Magnitude of Menu Costs: Direct Evidence From Large U.S. Supermarket Chains", Quarterly Journal of Economics, 791-825.
Dutta, Shantanu.,Weiss, Allen. () "The Relationship Between A Firm's Level of Technological Innovativeness And Its Pattern of Partnership Agreements", Management Science, 43, 343-356.
Bergen, Mark.,Dutta, Shantanu.,Shugan, Steve. () "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, Madhubalan.,Bergen, Mark.,Dutta, Shantanu.,Childers, Terry. () "Does A Single Response Category In A Scale Completely Capture A Response?", Psychology and Marketing, 13, 457-479.
Dutta, Shantanu.,Bergen, Mark.,Heide, Jan.,John, George. () "Understanding Dual Distribution: The Case of Reps and House Accounts", The Journal of Law Economics and Organization, 11, 189-204.
Dutta, Shantanu.,Bergen, Mark.,John, George.,Rao, Akshay. () "Variations in the Contractual Terms of Cooperative Advertising Contracts: An Empirical Investigation", Marketing Letters, 6, 15-22.
Dutta, Shantanu.,John, George. () "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, 87-111.
Dutta, Shantanu.,Bergen, Mark.,John, George. () "Governance of Exclusive Territories When Dealers Can Bootleg", Marketing Science, 13, 83-99.
Dutta, Shantanu.,Bergen, Mark.,Viswanathan, Madhubalan.,Childers, Terry. () "Categorization: A Fuzzy Set Conceptualization", AMA Winder Marketing Educators' Conference.
Bergen, Mark.,Dutta, Shantanu.,Walker, Jr., Orville. () "Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories", Journal of Marketing, 56, 1-24.
Gallo, J..,Craycraft, J..,Dutta, Shantanu. () "Incarceration and Fines: An Empirical Study of Antitrust Sanctions", Review of Industrial Organization, 3, 38-66.