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.
Yi Zhao, Sha Yang, Matt Shum, Shantanu Dutta
() ""Modeling Mean-Deviation-and-Heuristic-Based Expectation: An Application to Consumer Level Progression in Online Gaming" ,"Forthcoming Management Science.
Iman Sadeghi Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, Shantanu Dutta
() "“Agency Theory and B2B Marketing: Review and Future Directions” ,"Hand Book of Business to Business Marketing.
Saravana Jaikumar, Shantanu Dutta, Neeraj Sood
() "“Impact of lifestyle diseases on income and household consumption: Evidence from an emerging economy” ,"Health Marketing Quarterly, Vol 38, 2021-Issue 1, pages:35-49.
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" ,"Forthcoming Marketing Science.
Bikram Karmarkar, Peng Liu, Gourab Mukherjee, Hai Che, Shantanu Dutta
() "“Improved Retention Analysis in Freemium Role-Playing Games by Jointly Modeling Players’ Motivation, Progression and Churn” ,"Forthcoming Journal of Royal Statistics Society -JRSS-A.
Mark Bergen, Shantanu Dutta, James Guszcza, Mark Zbaracki
() "“How Can AI Help Companies to Set Prices More Ethically” ,"Harvard Business Review.
Trambak Banerjee, Gourab Mukherjee, Shantanu Dutta, Pulak Ghosh
() "“A Large-Scale Constrained Joint Modeling Approach For Predicting User Activity, Engagement And Churn With Application To Freemium Mobile Games; ,"Journal of American Statistical Association (JASA)Vol 115, 538-554. .
Arif Ansari, Shantanu Dutta, Golnaz Mahmoodi-Hashemi, Ross Henderson
() "Improving Returns for AdWords – Family Fun Atlantis Google AdWords Project ,"OMBA Online Program - Canvas Website.
Shantanu Dutta, Arif Ansari
() "Improving Returns for Adwords ,"OMBA Online Program - Canvas Website.
Prokriti Mukherji, Ramkumar Janakiraman, Shantanu Dutta, Surendra Rajiv
() "“How Direct-to-Consumer Advertising For Prescription Drugs Affects Consumers’ Welfare: A Natural Experiment To Test The Impact of FDA Legislation” ," Journal of Advertising Research57(1), 94-108.
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 Journal36, 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.
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.
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.
() "“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 Marketing46, 467-481.
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 Marketing68, 88-100.
Shantanu Dutta, Jan Heide, Mark Bergen
() "Vertical Territorial Restrictions and Public Policy: Evidence From Industrial Markets ,"Journal of Marketing63, 121-134.
George John, Allen Weiss, Shantanu Dutta
() "Marketing in Technology-Intensive Markets: Toward A Conceptual Framework ,"Journal of Marketing63, 78-91.
Shantanu Dutta, Om Narasimhan, Surendra Rajiv
() "Success in High Technology Markets: Is Marketing Capability Critical? ,"Marketing Science18, 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 EconomicsXLI, 387-408.
Mark Bergen, Jan Heide, Shantanu Dutta
() "Managing Gray Markets Through Tolerance of Violations: A Transaction Cost Perspective ,"Managerial and Decision Economics19, 157-165.
Shantanu Dutta, Allen Weiss
() "The Relationship Between A Firm's Level of Technological Innovativeness And Its Pattern of Partnership Agreements ,"Management Science43, 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 Marketing13, 457-479.
Shantanu Dutta, Mark Bergen, Jan Heide, George John
() "Understanding Dual Distribution: The Case of Reps and House Accounts ,"The Journal of Law Economics and Organization11, 189-204.
Shantanu Dutta, Mark Bergen, George John, Akshay Rao
() "Variations in the Contractual Terms of Cooperative Advertising Contracts: An Empirical Investigation ,"Marketing Letters6, 15-22.