Mahima Hada. Mailbox# ; Office# NV Phone: Lexington Avenue, New York, NY,

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1 Mahima Hada Mailbox# ; Office# NV Phone: Lexington Avenue, New York, NY, Work Experience Assistant Professor, Marketing Director, Marketing Analytics Programs Zicklin School of Business Baruch College, City University of New York August 2011 Current August Current Business Development, Dassault Systemés Oct 2000 Jun 2006 Application Engineer, Optech Solutions Pvt. Ltd. New Delhi, India Education Ph.D. in Business Administration, Marketing Smeal College of Business, The Pennsylvania State University MBA, Post Graduate in Software Enterprise Management Indian Institute of Management, Bangalore, India Jun 1999 Sep Bachelor of Engineering (Mechanical) Army Institute of Technology, Pune University, India Journal Publications Hada, Mahima, Rajdeep Grewal and Gary L. Lilien (2014). Supplier-Selected Referrals. Journal of Marketing. Vol. 78 (March), Finalist, Marketing Science Institute s Paul H. Root 2015 Award. Hada, Mahima, Rajdeep Grewal and Murali Chandrashekaran (2013). MNC Subsidiary s Channel Relationship as an Extended Link: Implications of Global Strategies. Journal of International Business Studies. Vol. 44(8), Hada, Mahima, Rajdeep Grewal and Gary L. Lilien (2013). Purchasing Managers Perceived Bias in Supplier-Selected Referrals. Journal of Supply Chain Management. Vol. 49(4), Hada, Mahima, Rajdeep Grewal and Gary L. Lilien (2010), Referral Equity and Referral Management: The Supplier Firm s Perspective, Review of Marketing Research, Vol.7, Received 2016 Naresh K. Malhotra Long-Term Impact Award. Book Chapters Hada, Mahima (2012). In Rajdeep Grewal (Ed.), VK's Contributions to B2B Marketing: An Assistant Professor's Perspective; Legends in Marketing: V Kumar (vol. 9). SAGE Publications. ISBN: Hada, Mahima and Arvind Rangaswamy (2007). Case Study: Positioning the BlackBerry Pearl. In Gary Lilien and Arvind Rangaswamy (Ed.), Marketing Engineering with Excel, Companion (2nd Edition). Available online (

2 Manuscripts Under Review Blanchard, Simon, Mahima Hada and Kurt Carlson, Specialist Competitor Referrals: Using Competitor Referrals for Nonfocal Products to Increase Focal Product Sales, under Round 3 review at Journal of Marketing. Sajeesh S., Mahima Hada, and Jagmohan Raju, The Effect of Consumer Heterogeneity on Firm Profits in Conspicuous Goods Markets, preparing for Round 2 revision at International Journal of Research in Marketing. Shaikh, Nazrul, Mahima Hada and Niva Shrestha, Allocating Spend on Digital Video Advertising: A Longitudinal Analysis across Two Industries, Round 3 review at Journal of Advertising Research. Working Papers (manuscripts available upon request) Hada, Mahima, Gary L. Lilien and Arnaud D. Bruyn, Horizontal Referrals in B2B Markets Sawant, Rajeev, Mahima Hada and Simon Blanchard (equal contribution), A Study of Franchisors Contract Changes During the Great Recession, received Lang Fellowship Award for Hada, Mahima, Ujwal Kayande, Arvind Rangaswamy and Gina Pingitore, Recommendation by Design: Differing Effects of Product Design Dimensions on Recommendations Hada, Mahima and Rajeev Sawant, Do Customers wear Rose-Tinted Glasses: Role of Customer s Own Status in Evaluating Supplier Firms Selected Research in Progress Karthik Sridhar, Mahima Hada, and Rajdeep Grewal (equal contribution), Customer Contract Renewal and Grace Period Strategies Hada, Mahima, Pragya Mathur, Berna Basar and Nazrul I. Shaikh Digital Video Advertising: How Subscription Websites Can Have Their Cake and Eat It Too Hada, Mahima, Karthik Sridhar and Aditya Gupta, When Customers Violate Contracts Dax, Hada, Haumann and Schmitz, Getting Out of the Box: Transferring Reputation for Cross- Selling in Key Accounts Business Press Coverage Defining Tomorrow: Partnering to Navigate Fintech s Unknown, on Interbrand s brandchannel.com, Nov MSI/Root Winners, American Marketing Association Newswire, Jun 2016 Baruch College Announces Eugene M. Lang Foundation Faculty Research Fellows, Baruch College Media Release: Week of May 27, 2013 Mobilizing your best B2B Salesperson, by Ralph Oliva, Marketing Management, Mar/Apr 2010, Vol. 19 Issue 1, p. 47 ISBM Doctoral Award Winners, by Gary W. Holler, American Marketing Association Newswire, Mar 2010 Research Grants Hada, Mahima, PSC-CUNY Research Grants, Hada, Mahima, Horizontal Referrals, Institute for the Study of Business Markets, Penn State, 2016 Hada, Mahima, "Franchising Contracts: Performance Implications of the Great Recession", Eugene M. Lang Fellowship Award, CUNY, 2013 Hada, Mahima and Pragya Mathur, "Effectiveness of Pre-Roll Advertising", Interpublic Grant, Baruch College, CUNY,

3 Hada, Mahima "Smeal Small Research Grant", Smeal College of Business, Pennsylvania State University, State, Hada, Mahima, "ISBM Dissertation Support Award Competition", Institute for the Study of Business Markets, Penn State, 2010 Honors and Research Awards Zicklin School of Business Excellence in Teaching Award 2017 Naresh K. Malhotra Long-Term Impact Award for 2016 Finalist, MSI Paul H. Root 2015 Award Lang Fellow, Baruch, CUNY ISBM Business Marketing Doctoral Fellow 2010 ISBM Fellowship, Penn State ( ) Winner, ISBM Dissertation Support Award Competition (2010) David and Joan Wilson Award for Outstanding Scholarship in Marketing, Penn State (2009) Haring Symposium Fellow, Indiana University, 2008 Editorial Board Member, Editorial Review Board, Journal of Business and Industrial Marketing, 2013 Current Member, Editorial Review Board, Industrial Marketing Management, 2014 Current Reviewing Service Reviewer, Journal of Marketing Research Reviewer, Journal of Marketing Reviewer, Customer Needs and Solutions Reviewer, International Marketing Review Reviewer, ISBM Dissertation Support Award Competition, Institute for the Study of Business Markets, Current Track Co-Chair, Marketing Strategy track, American Marketing Association, Winter 2015 Conference Reviewer, Business-to-Business Marketing track, American Marketing Association, Winter 2014 Conference Reviewer, Marketing Strategy track, American Marketing Association, Winter 2012 Conference Reviewer, 2010 PDMA Research Forum, Orlando, FL. Conference Presentations Proceedings: Blanchard, Simon, Mahima Hada and Kurt Carlson (2017). The Specialist Referral Effect: Referring Customers to Competitors to Increase Deal Acceptance American Marketing Association Conference Proceedings. Vol 28, H Hada, Mahima and Rajeev Sawant, (2016), "David vs. Goliath: Startups versus Established Firms and the role of Supplier-Initiated Referrals Academy of Management Proceedings, January 2016 doi: /AMBPP abstract Sawant, Rajeev, Mahima Hada, and Simon Blanchard (2015), "The Benefits of Organizational Inertia: Evidence from Franchising during the great recession. Academy of Management Proceedings, January 2015 doi: /AMBPP abstract 3

4 Chaired Conference Sessions: Hada, Mahima, Chair of B2B and B2C Customer Engagement Strategies, Special Session, 2017 AMA Winter Marketing Educators Conference, Orlando FL (Feb 2017). Hada, Mahima, Chair of Governance and Strategy in Franchising A Longitudinal Lens Special Session, 2014 AMA Winter Marketing Educators Conference, Orlando FL (Feb 2014). Hada, Mahima, Chair of Marketing Strategy Session, 2010 ISBM Academic Conference, Harvard Business School, Boston (August 2010). Hada, Mahima, Chair of Referral Marketing Special Session, 2010 INFORMS Marketing Science Conference, Cologne, Germany (June 2010). Presenter/Author at Conferences: Simon Blanchard, Mahima Hada, Kurt Carlson, 2017 AMA Winter Marketing Educators Conference, Orlando FL The Specialist Referral Effect: Referring Customers to Competitors to Increase Deal Acceptance (Feb 2017). Hada, Mahima, Karthik Sridhar and Rajdeep Grewal, 2017 AMA Winter Marketing Educators Conference, Orlando FL Customer Contract Renewal: Firm s Forgiving Strategies in the Grace Period (Feb 2017). Hada, Mahima, Gary L. Lilien and Arnaud D. Bruyn, 2016 ISBM Academic Conference, Emory University, Atlanta GA. Referring Competitors: Which Supplier Should a Customer Ask for a Competitor Referral? (Jun 2016). Hada, Mahima and Karthik Sridhar, ISMS Marketing Science Conference 2015, Baltimore, MD Customer Non-compliance in a Contractual Setting (May 2015) Sawant, Rajeev, Mahima Hada, and Simon Blanchard, 2015 Academy of Management Proceedings, Vancouver BC, "The Benefits of Organizational Inertia: Evidence from Franchising during the great recession (Feb 2014). Hada, Mahima, Rajeev Sawant and Simon Blanchard, 2014 AMA Winter Marketing Educators Conference, Orlando FL, "Franchise performance during capital scarcity: the effect of contract heterogeneity during the Great Recession (Feb 2014). Sheikh, Nazrul I., Mahima Hada and Niva Shrestha, INFORMS Marketing Science Conference 2013, Istanbul, Turkey, "Is Pre-Roll Advertising the Next Best Thing?" (June 2013) Sheikh, Nazrul I., Mahima Hada and Niva Shrestha, INFORMS Marketing Science Conference 2012, Boston, MA, "Is Pre-Roll Advertising the Next Best Thing?" (June 2012) Hada, Mahima, Rajdeep Grewal and Gary L. Lilien, 2012 AMA Winter Marketing Educator's Conference, American Marketing Association, St. Petersburg, FL, "Trade-offs in Supplier- Selected Referrals". (February, 2012). Hada, Mahima, Ujwal Kayande, Arvind Rangaswamy and Gina Pingitore, 2011 AMA Winter Marketing Educator's Conference, American Marketing Association, Austin, TX, "Referrals by Design: Effect of Product s Functionality, Aesthetics and Image on Consumer s Referral Intentions". (February 2011). Hada, Mahima, Gary L. Lilien and Rajdeep Grewal, 2010 ISBM Academic Conference, Harvard Business School, Boston "Supplier-Initiated Referrals: Benefits to the Supplier Firm". (August 2010). Hada, Mahima Ujwal Kayande, Arvind Rangaswamy and Gina Pingitore, 2010 INFORMS Marketing Science Conference, Cologne, Germany, "Referrals by Design: Effect of Product's Functionality, Aesthetics and Image on Consumers' Referral Intentions". (June 2010). Hada, Mahima, Rajdeep Grewal and Gary L. Lilien, 2010 AMA Winter Marketing Educators' Conference, New Orleans, LA, " Assessing Supplier Benefits of Self-Initiated Referrals". 4

5 (February 2010). Hada, Mahima and Rajdeep Grewal, 2009 INFORMS Marketing Science Conference, Ann Arbor, MI, "Channel Portfolio of a Firm: Complements and Substitutes". (May 2009). Hada, Mahima Rajdeep Grewal and Murali Chandrashekaran, 2009 AMA Winter Marketing Educators' Conference, Tampa, FL, "The Extended Arm: Global Strategies and Multinational Corporation Subsidiary's Channel Satisfaction". (February 2009). Hada, Mahima Rajdeep Grewal and Murali Chandrashekaran, 2008 ISBM Academic Conference, Unversity of California, San Diego, CA, "The Extended Arm: Global Strategies and Multinational Corporation Subsidiary's Channel Satisfaction". (August 2008). Teaching Experience MKTG 4561: Marketing Analytics, Baruch College, CUNY MKTG 3000: Marketing Fundamentals, Baruch College, CUNY MKTG 450W: Marketing Strategy, The Pennsylvania State University MKTG 422: Advertising, Sales and Promotion Management: Integrated Marketing Communications; The Pennsylvania State University 5