Ph.D., Business Administration, 2010; The University of Texas at Austin, Austin, Texas
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1 Nita Umashankar Education Ph.D., Business Administration, 2010; The University of Texas at Austin, Austin, Texas M.S., Marketing, 2007; The University of Texas at Austin, Austin, Texas B.B.A., Honors in Marketing and Entrepreneurship, 2004; The University of Arizona, Tucson, Arizona B.S., Molecular and Cellular Biology, 2003; The University of Arizona, Tucson, Arizona Awards Marketing Science Institute (MSI) Research Accelerator Award, 2017 Top Professor in Master s Program in Marketing, Georgia State University, 2015 Top Professor in Master s Program in Marketing, Georgia State University, 2014 Fisher IMS and AMA Servsig Dissertation Award, 2010 Excellence in Teaching Award, The University of Texas at Austin, 2009 Work Experience J. Mack Robinson College of Business, Georgia State University Assistant Professor of Marketing, 2010 (Aug) present * Off tenure clock for maternity leave in 2014 Publications: Refereed Scholarly Journals Umashankar, Nita, Morgan K. Ward, and Darren Dahl (forthcoming), The Benefit of Becoming Friends: Complaining After Service Failures Leads Customers with Strong Ties to Increase Loyalty, Journal of Marketing. Rao, Vithala, Yu Yu, and Nita Umashankar (2016), Anticipated Versus Actual Synergy in Merger Partner Selection and Post-merger Innovation, Marketing Science, 35 (6), Umashankar, Nita, Yashoda Bhagwat, and V. Kumar (2016), Do Loyal Customers Really Pay More for Services? Journal of the Academy of Marketing Science. DOI: /s Umashankar, Nita, Raji Srinivasan, and Jeffrey Robert Parker (2016), Cross-buying After Product Failure Recovery? It Depends on How You Feel About it, Journal of Marketing Theory & Practice, 24, (1),
2 Yu, Yu, Nita Umashankar, and Vithala Rao (2015), Choosing the Right Target: Relative Preference for Resource Similarity versus Complementarity in Acquisition Choice, Strategic Management Journal, 37 (8), Kumar, V., Nita Umashankar, Kihyun Hannah Kim, and Yashoda Bhagwat (2014), Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors, 33 (5), Marketing Science, Srinivasan, Raji and Nita Umashankar (2014), There s Something in a Name: Value Relevance of Congruent Ticker Symbols, Customer Needs and Solutions, 1, Umashankar, Nita and Raji Srinivasan (2013), Designing Social Interventions to Improve Newcomer Adjustment: Insights from the Indian Sex Worker Community, Journal of Public Policy & Marketing, 32 (2), Umashankar, Nita, Raji Srinivasan, and Dustin Hindman (2011), Developing Customer Service Innovations for Service Employees: The Effects of NSD Characteristics on Internal Innovation Magnitude, Journal of Service Research, 14 (2), Publications: Books and Monographs Yu, Yu, Nita Umashankar, and Vithala Rao, Choosing the Right Target, Lambert Academic Publishing, Kumar, V., Nita Umashankar, and Brianna JeeWon Choi, CRM Metrics and Strategies to Enhance Performance in Service Industries, in The Handbook of Service Marketing Research, edited by Roland Rust and Ming-Hui Huang, Kumar, V., Nita Umashankar, and Insu Park, Tracing the Evolution and Projecting the Future of In-Store Marketing, in Shopper Marketing and the Role of In-Store Marketing, Review of Marketing Research, Kumar, V. and Nita Umashankar Enhancing Financial Performance: The Power of Customer Metrics, in Handbook of Marketing and Finance, Edited by Shankar Ganesan, Edward Elgar Publishing, Refereed Conference Proceedings The Effect of Mergers & Acquisitions on Customer Satisfaction, with Sundar Bharadwaj: Winter American Marketing Association Educators Conference, Orlando, FL, February, Rewarding an Employee after a Service Failure? The Effect of Employee Negative Selfdisclosure on Rating Inflation, Winter American Marketing Association Educators Conference, Las Vegas, NV, February,
3 To Please or Not to Please? The Moderating Effect of Customer Experience on the Relationship Between Loyalty and Price Sensitivity, with Yashoda Bhagwat and V. Kumar: NASMEI Conference, Chennai, India, To Please or Not to Please? The Moderating Effect of Customer Experience on the Relationship Between Loyalty and Price Sensitivity, with Yashoda Bhagwat and V. Kumar: Winter American Marketing Association Educators Conference, San Antonio, TX, Did You Bring Enough for Everybody? How Sharing Contexts Influence Food Choices, with Jeffrey R. Parker and Martin G. Schleicher: Association for Consumer Research, Baltimore, MD, Suffering in Silence: Customers Reluctance to Complain Damages Service Relationships, with Morgan K. Ward and Darren Dahl: Winter American Marketing Association Educators Conference, Orlando, FL, Suffering in Silence: Customers Reluctance to Complain Damages Service Relationships, with Morgan K. Ward and Darren Dahl: Association for Consumer Research, Chicago, IL, The Emergence of Innovation Hotspots across Nations, with Monte J. Schaffer and Uchila Umesh: Winter American Marketing Association Educators Conference, Las Vegas, NV, Effects of Cultural Distance on Cross-buying in Product Recovery Dyads Between Developed and Emerging Markets, with Raji Srinivasan: Marketing Science Emerging Markets Conference, Philadelphia, PA, Assessing the Role of Economic, Customer Experience, and Behavioral Factors on Customer Profitability in the Service Industry, with V. Kumar, Yashoda Bhagwat, and Hannah Kim: Marketing Science, Boston, MA, Customer Metrics and Firm Performance, with V. Kumar: Winter American Marketing Association Educators Conference, Austin, TX, Designing Social Interventions to Improve Newcomer Adjustment: Insights from the Indian Sex Worker Community, with Raji Srinivasan: Winter American Marketing Association Educators Conference, Austin, TX, Invited Talks 2017 Georgia Research Symposium
4 Kentucky University Georgia State University Panel 2015 Georgia State University Panel 2014 Southern Methodist University 2010 Case Western University University of Georgia Georgia State University Singapore Management University Boston College Work in Progress Umashankar, Nita, Rewarding an Employee after a Service Failure? The Effect of Employee Negative Self-disclosure on Rating Inflation, in process of submitting to Journal of Marketing. Parker, Jeffrey R., Nita Umashankar, and Martin G. Schleicher, How and Why the Collaborative Consumption of Food Leads to Overpurchasing, Overconsumption, and Waste, in process of submitting to Journal of Public Policy & Marketing. Umashankar, Nita, Sundar Bharadwaj, and Cem Bahadir, The Effect of Mergers & Acquisitions on Customer Satisfaction, data collection complete, preparing for Journal of Marketing. Rao, Vithala, Umashankar, Nita, and Garrett Sonnier, Reallocating Marketing Resources Based on the Informational Role of Price, data collection ongoing, target journal is Marketing Science. Goreczny, Ashley, Nita Umashankar, and Madhu Viswanathan, Strategies to Increase Adoption of Healthy Behaviors for Illiterate Consumers: A Field Study Approach, data collection ongoing, target journal is Journal of Marketing. Teaching Courses Taught: Marketing Research, Business Intelligence, Marketing Strategy Levels: Professional MBA, Executive MBA, Masters, Undergraduate Ratings (on a scale of 1-5) Ratings: 4.9, 4.9, Ratings: 4.8, Ratings: 4.8, 4.9, Ratings: 4.6, Ratings: 4.6, 4.7, 4.6, 5.0 4
5 Ratings: 4.6, 4.7, 3.8, Ratings: 4.8, Ratings: 4.2 Supervision of Doctoral Dissertations and Master s Theses Ashley Goreczny (Georgia State University), Dissertation Committee Member Insu Park (Georgia State University), Dissertation Committee Member Yashoda Bhagwat (Georgia State University), Dissertation Committee Member Maureen Schumacher (Georgia State University), Dissertation Committee Member Lauren Schuman (Georgia State University), Master s Thesis Advisor Service Activities Internal to the University College MBA steering committee member, present Nexus program faculty member, present Experiential learning taskforce, 2017 Professional MBA relaunch committee, present MBA Black Students Association case competition coach, 2016 Search committee member for Assistant Dean of MBA Programs, 2016 Department Research seminar series organizer, present Faculty Advisor of GSU s Marketing Association Chapter, present Chair of job recruiting committee for marketing department, Service Activities in Academic and Professional Organizations Ad hoc Reviewer Journal of Marketing, present Journal of Public Policy & Marketing, 2014 present Journal of Service Research, 2010 present The Service Industries Journal, 2017 Journal of Consumer Research, 2015 Journal of Marketing Management, 2012 Conference Reviewer Winter American Marketing Association Educators Conference, Summer American Marketing Association Educators Conference, Conference Leadership Georgia Research Symposium Organizer,
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