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