Venkatesh Shankar

Venkatesh Shankar
Texas A&M University | TAMU · Department of Marketing

Ph.D.

About

137
Publications
147,088
Reads
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15,436
Citations
Introduction
His areas of research include Digital Business, Marketing Strategy, Innovation, New Product Management, Retailing, Services Marketing, Pricing, International Marketing, Branding, Mobile Marketing., and Artificial Intelligence.
Additional affiliations
June 2012 - September 2020
Texas A&M University
Position
  • Managing Director
Education
August 1990 - June 1995
Northwestern University
Field of study
  • MARKETING

Publications

Publications (137)
Article
Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer...
Article
Retailing is undergoing a remarkable transformation brought by recent advances in technology. In this paper, we provide a deep discussion of and look ahead on how technology is changing retail, starting with a classification of technologies that impact retailing, in particular, in the COVID-19 and beyond world. We discuss different theoretical fram...
Article
The rapid growth in omnichannel (e.g., Web, call center, sales agent, store) shopping and the need to effectively allocate resources across channels are prompting managers and researchers to better understand cross-channel effects, that is, the effects of marketing efforts in one distribution channel on shopping outcomes in other channels. We devel...
Article
Full-text available
Computational advertising (CA) is a rapidly growing field, but there are numerous challenges related to measuring its effectiveness. Some of these are classic challenges where CA offers a new aspect to the challenge (e.g., multi-touch attribution, bias), and some are brand-new challenges created by CA (e.g., fake data and ad fraud, creeping out cus...
Preprint
Full-text available
Computational advertising (CA) is a rapidly growing field, but there are numerous challenges related to measuring its effectiveness. Some of these are classic challenges where CA offers a new aspect to the challenge (e.g., multi touch attribution, bias), and some are brand new challenges created by CA (e.g., fake data and ad fraud, creeping out cus...
Article
New technologies such as Internet of Things (IoT), Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), virtual assistants, chatbots, and robots, which are typically powered by Artificial Intelligence (AI), are dramatically transforming the customer experience. In this paper, we offer a fresh typology of new technologies powered by AI...
Article
This paper models the relationship between a retailer’s mobile app launch and product purchases and returns in its online and offline channels.
Article
Growth in emerging markets is critical as it leads global economic growth. Emerging market innovations, which we define as innovations created in an emerging market for use by consumers or customers in that market and possibly other markets, form the engine for such growth and continue to rise in importance for various stakeholders. These innovatio...
Article
Full-text available
Technology evolution describes a change in a technology performance over time. The modeling of technology evolution is crucial for designers, entrepreneurs, and government officials to set reasonable R&D targets, invest in promising technology, and develop effective incentive policies. Scientists and engineers have developed several mathematical fu...
Article
Many firms introduce both business-to-business service innovations (B2B-SIs) and business-to-consumer service innovations (B2C-SIs) and need to better allocate their resources. However, they are unsure about B2B-SIs’ effects on firm value or risk, especially relative to those of B2C-SIs. The authors address this problem by developing hypotheses tha...
Preprint
Technology evolution describes a change in a technology performance over time. The modeling of technology evolution is crucial for designers, entrepreneurs, and government officials to set reasonable R&D targets, invest in promising technology, and develop effective incentive policies. Scientists and engineers have developed several mathematical fu...
Article
Full-text available
System evolution prediction is critical for designers to make R&D and outsourcing decisions. Many descriptive models are used for this purpose, but they have several limitations. In this paper, we extend the Lotka–Volterra equations as an ecosystem model to predict the performances of the system and its components. This model comprises a set of dif...
Article
Full-text available
Technology evolution prediction is critical for designers, business managers, and entrepreneurs to make important decisions during product development planning such as R&D investment and outsourcing. In practice, designers want to supplement point forecasts with prediction intervals to assess future uncertainty and make contingency plans accordingl...
Conference Paper
Full-text available
Technology evolution prediction, or technological forecasting, is critical for designers to make important decisions during product development planning such as R&D investment and outsourcing. In practice, designers want to supplement point forecast by prediction intervals to assess future uncertainty and make contingency plans. Available technolog...
Chapter
Retailer pricing is a key element of retailer strategy that critically shapes retailers’ fortunes. Many retailers live and die by their pricing strategy. This article reviews emerging retailer pricing trends and practices and offers a framework to guide retailers toward profitable pricing strategies. It builds on previous work on retailer pricing (...
Article
We propose a theory-based model of the shopper journey, incorporating the rich literature in consumer and marketing research and taking into account the evolving retailing landscape characterized by significant knowledge, lifestyle, technological, and structural changes. With consumer well-being at its core and shopper needs and motivations as the...
Article
Full-text available
During the development planning of a new product, designers and entrepreneurs rely on the prediction of product performance to make business investment and design strategy decisions. Moore’s law and the logistic S-curve model help make such predictions but suffer several drawbacks. In this paper, Lotka–Volterra equations are used to describe the in...
Article
Companies increasingly face product harm crises resulting in product recalls, which often have a negative impact on firm value. Whereas prior research has studied the short-term effects of product recalls on firm value, the authors of this article focus on the long-term effects. They develop a conceptual framework and hypotheses about the main effe...
Conference Paper
Full-text available
During the development planning of a new product, designers rely on the prediction of the product performance to make business investments and frame design strategy. The S-curve model is commonly used for this purpose, but it has several drawbacks. A significant volume of product performance data doesn’t fit well with an S-curve. An S-curve model i...
Article
Full-text available
The interaction between technologies critically determines technology evolution. Commensalism and amensalism are two common relationships between component and system technologies but have attracted scant research attention. In both the relationships, the component technology performance is unaffected by the system technology performance. However,...
Article
Many companies are increasingly selling hybrid bundles, which comprise one or more goods and one or more services. Hybrid bundle pricing depends on understanding consumer willingness to pay (WTP) for the bundle, which rests on trade-offs among the benefits from four key drivers: service autonomy, complementarity, service quality variability, and ov...
Article
The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purcha...
Article
Retailers are increasingly offering hybrid bundles—products that combine both good(s) and service(s). Some hybrid bundles, such as Lowe's flooring that combines flooring material (good) and flooring installation (service) are sold in traditional stores, while others, such as Best Buy's bundle that includes a computer (good) and tech support (servic...
Article
Do mobile apps influence shopper purchases and product returns? We model the effects of app adoption in the context of a large omnichannel retailer with 32 million shoppers. We leverage the launch of a mobile app by the retailer and use a difference-in-differences approach to identify and estimate the differences between app adopters and non-adopte...
Article
Product-harm crises (recalls) carry negative product information that adversely affects brand preference and advertising effectiveness. This negative impact of product-harm crises may differ across recall events depending on media coverage of the event, crisis severity, and consumers' prior beliefs about product quality. We develop a state space mo...
Chapter
The past quarter century has been characterized by major and game changing market developments such as the evolution of the competitive market environment from a physical market environment (PME) to an Internet-enabled market environment (IME) that encompasses both the physical and electronic marketplaces, and the digitization of an increasing numb...
Chapter
Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along -and beyond-the path-topurchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of...
Article
Full-text available
An important part of the rapidly growing shopper marketing practice is cross-category retail management. In managing two related product categories, retailers face some important questions: Which category should be stocked more? How close to each other should they be stocked in the store (aisle adjacency)? Which category should be promoted more oft...
Chapter
Social media and social networks are the rage these days. The healthcare industry in general and the pharmaceutical industry in particular, are being reshaped by the proliferation of electronic communication through social media. Consequently, marketing practices are also evolving rapidly. Pharmaceutical marketers need a better understanding of how...
Article
How does the monetary value of customer purchases vary by customer preference for purchase channels (e.g., traditional, electronic, multichannel) and product category? The authors develop a conceptual model and hypotheses on the moderating effects of two key product category characteristics—the utilitarian versus hedonic nature of the product categ...
Article
Service innovativeness, or the propensity to introduce service innovations to satisfy customers and improve firm value at acceptable risk, has become a critical organizational capability. Service innovations are enabled primarily by the Internet or people, corresponding to two types of innovativeness: E- and p-innovativeness. The authors examine th...
Article
Mobile marketing activities are growing at a rapid pace. The success of mobile marketing hinges on consumers' adoption of mobile devices. However, consumers' mobile device adoption is not well understood at the brand (e.g., Apple, Nokia, Samsung) level. We propose a conceptual framework linking mobile device brand loyalty (repurchase intention) to...
Article
Purpose - The purpose of the paper is to advance knowledge on how firms should rethink and develop their innovation architecture by leveraging emerging market opportunities. Design/methodology/approach - The paper provides a conceptual framework comprising the drivers and consequences of innovation architecture across emerging and developed markets...
Article
In recent years, there has been a fundamental shift in the innovation architecture of global firms. Rapid growth of the middle class in emerging markets, led by China, India, Brazil and Russia, is fueling the need to create affordable innovations in local markets. Such local innovations tend to have a wider global appeal due to commonalities in con...
Article
From 2003 to 2012, the ISMS Practice Prize/Award competition has documented 25 impactful projects, with associated papers appearing in the Marketing Science. This article reviews these papers and projects, examines their influence on the relevant organizations, and provides a perspective on the diffusion and impact of marketing science models withi...
Article
Product-harm crises can adversely affect brand equity and advertising effectiveness. We develop state space models to capture brand and sub-brand equity the dynamics related to product recalls and spending on different levels and types of advertising, integrate them with a random coefficient demand structural model, and estimate it using a unique d...
Article
How does the monetary value of customer purchases vary by customer preference for purchase channels (e.g., catalog, store, Web, multichannel) and product category? We develop a conceptual model and hypotheses about the moderating effects of two key product category characteristics -- hedonic versus utilitarian nature of the product category and per...
Article
Full-text available
By now, you are fully bewildered by all that you have read about the promise of mobile e-business (or m-business). Is it the “Next Big Thing, ” as many pundits have contended, a disruptive technological leap that will revolutionize commerce, change business models, and open the way to a new spurt of economic growth? Or is it or just an untethered e...
Article
Shopper marketing refers to the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire path-to-purchase, from the point at which the motivation to shop first emerges through to purchase, consumption, repurchase, and recommendation. The goal of shopper marketing is to enable a win–win–win solution f...
Chapter
Competitive analysis refers to the evaluation of strategies relating to a focal brand, product, strategic business unit (SBU), or firm relative to current and potential competitors in its market or industry. Competitive analysis is undertaken before the formulation and development of positioning strategy, value propositions, and marketing mix strat...
Article
Full-text available
Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consu...
Chapter
Full-text available
The retail landscape is being significantly altered by retail consolidations, changes in manufacturers’ practices, advances in technology, and the emergence of e-tailing. In this new retailing environment, there is a renewed emphasis on profitable pricing strategies. We have described the effects of these trends on retailer pricing and analyzed suc...
Article
Most firms are trying to combine products and services into innovative offerings in an effort to boost revenue and profit streams and balance cash flows. These hybrid solutions can help companies attract new customers and increase demand among existing ones by offering them superior value. Such offerings are commonplace-think Apple (the iPod produc...
Article
Full-text available
The Journal of Interactive Marketing (JIM) is fully committed to publishing articles that shape thoughts and practices indirect and interactive marketing. Two core components of the interactive marketing environment are: (1) creating engaging customer contact points, such as Websites, and (2) measuring and managing their effectiveness. The articles...
Article
Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adop...
Article
Amid growing competition, retailers are increasingly interested in more effective aisle and display management strategies. These strategies involve placements of product categories in aisles and displays within each store to facilitate greater sales affinity (demand attraction) between categories to improve the store's share of customer wallet. The...
Article
Full-text available
Amid growing competition, retailers are increasingly interested in more effective aisle and display management strategies. These strategies involve placements of product categories in aisles and displays within each store to facilitate greater sales affinity (demand attraction) between categories to improve the store's share of customer wallet. The...
Article
Communication and promotion decisions are a fundamental part of retailer customer experience management strategy. In this review paper, we address two key questions from a retailer's perspective: (1) what have we learned from prior research about promotion, advertising, and other forms of communication and (2) what major issues should future resear...
Article
Multichannel customer management is “the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development” (Neslin, Scott A., D. Grewal, R. Leghorn, V. Shankar, M. L. Teerling, J. S. Thomas, P. C. Verhoef (2006), Challenges and Opportunities in Multichannel Management. Journ...
Article
E-mail is a powerful communication tool for marketers. Unfortunately, the efficacy of this tool is rapidly being eroded by spam. In response, one option now in play for legitimate marketers is to subscribe to services that charge postage for delivery of e-mail.This solution is consistent with economic theory and essentially amounts to a tax to redu...
Article
This article discusses how firms strategically allocate their resources between marketing and non-marketing variables, across products, markets, channels, customers and over the product life cycle. It presents resource allocation processes, models and insights with examples drawn from different companies and industries. It highlights emerging metho...
Article
As economies in developed and developing countries are increasingly driven by services, the introduction of new services to satisfy customers and improve firm value is becoming a critical issue for managers in both services- and goods-dominant firms. However, prior research on innovation has primarily focused on goods, leaving open important resear...
Article
We develop a robust model for estimating, tracking, and managing brand equity for multicategory brands based on customer survey and financial measures. This model has two components: (1) offering value (computed from discounted cash flow analysis) and (2) relative brand importance (computed from brand choice models such as multinomial logit, hetero...
Article
Full-text available
The competitive market environment has evolved from a physical market environment (PME) to an Internet-enabled market environment (IME) encompassing the physical and electronic marketplaces. At the same time, an increasing number of information products are available in both analog and digital forms. For information products in digital form, the IM...
Article
Full-text available
New product preannouncements are strategic signals that firms direct at their customers, competitors, channel members, and investors. They have been touted as effective means of deterring competitor entry, informing potential customers, and even tipping the balance of technological standard battles in favor of the preannouncing firms. However, prea...
Article
Efficient replenishment (ER), a business process that involves the reduction of order cost to facilitate deliveries of goods from the manufacturer to the retailer, is becoming increasingly important in distribution channel management. While a well-executed ER program is expected to lower total channel costs and increase channel profit, very little...
Article
Full-text available
Interorganizational alliances are widely recognized as critical to product innovation, particularly in high-technology markets. Many new product development (NPD) alliances tend to be asymmetric, that is, they are formed between a larger firm and a smaller firm. As is the case with alliances in general, asymmetric alliances also typically result in...
Article
Full-text available
Multichannel customer management is the design, deployment, coordination, and evaluation of channels through which firms and customers interact, with the goal of enhancing customer value through effective customer acquisition, retention, and development. The authors identify five major challenges practitioners must address to manage the multichanne...
Article
Full-text available
Many young firms use strategic actions to attract partners who help them increase the size of their operations quickly. This article examines the use of strategic actions to attract partners and increase system size in the context of franchising. We build on research in entrepreneurship, marketing, organization theory, strategic management, and fin...
Article
To what extent do firms engage in product line actions simultaneously with actions in other marketing variables? What are the determinants of product line actions? To what extent are product line actions proactive? To what degree are they reactive? How can a firm's product line action elasticity (percent change in product line length with respect t...
Article
Full-text available
Published in European Retail Digest Issue 49 How prevalent are price discounts or ‘every day low price’ (EDLP) strategies? What retailer pricing strategies are likely to be successful in today’s competitive markets? In recent work, these questions have been addressed in a large- scale empirical study (Bolton & Shankar, 2003; Shankar & Bolton, 2004...
Chapter
This chapter identifies that managers who primarily focus on increasing the speed of their innovation processes lose sight of the long-term strategic implications of their innovation decisions. Moreover, agility demands an understanding of customer demands and reliance on customer feedback. Ironically, simple customer feedback masks the underlying...