Mahima Hada

Education

Ph.D., Marketing, Pennsylvania State University University Park PA

M.B.A., Software Enterprise Management, India Institute of Management, Bangalore

B.S., Mechanical Engineering, Army Institute of Technology, University of Pune India

Journal Articles

Ltief, L., Block, L., Kramer, T., & Hada, M. (2024). The Influence of Shared Consumption on Product Efficacy Perceptions: The Detrimental Effect of Sharing with Strangers. Journal of Marketing Research, 61(3). 536-551.

Hada, M., De Bruyn, A., & Lilien, G. L. (2024). Horizontal Referrals in B2B Markets. Journal of Marketing Research, (Volume 61, Issue 1).

Sajeesh, S., Hada, M., & Raju, J. (2020). The Effect of Consumer Heterogeneity on Firm Profits in Conspicuous Goods Markets. International Journal of Research in Marketing,

Shaikh, N. I., Hada, M., & Shreshta, N. (2018). Allocating Spend on Digital Video Advertising: A Longitudinal Analysis Across Two Industries. Journal of Advertising Research, SSRN top ten download in Managerial Marketing eJournal (Apr 2018)..

Blanchard, S., Hada, M., & Carlson, K. (2018). Specialist Competitor Referrals: How Salespeople Can Use Competitor Referrals for Nonfocal Products to Increase Focal Product Sales . Journal of Marketing, 82(4). 127-145.

Sawant, R. J., Hada, M., & Blanchard, S. (2016). Contractual Discrimination in Franchise Relationships. Journal of Retailing, In Progress.

Hada, M., Grewal, R., & Lilien, G. L. (2014). Supplier-Selected Referrals. Journal of Marketing, 78(2(March)). 34-51; Finalist, Marketing Science Institute's Root Award 2015.

Hada, M., Grewal, R., & Lilien, G. L. (2013). Purchasing Manager’s Perceived Bias in Supplier-Selected Referrals. Journal of Supply Chain Management, 49(4). 81-95.

(2013). MNC Subsidiary’s Channel Relationship as an Extended Link: Implications of Global Strategies. Journal of International Business Studies, 44(8). 787-812.

Malhotra, N. K. (Ed.). Hada, M., Grewal, R., & Lilien, G. L. (2010). Referral Equity and Referral Management: the Supplier Firm's Perspective. Review of Marketing Research, 7. 93-144; Received Naresh K. Malhotra Long-Term Impact Award 2016..

Book Chapters

(2022). Establishing causality in B2B research with a behavioral experimental approach. Handbook of Business-to-Business Marketing Edward Elgar Publishing.

Hada, M. (2012). VK's Contributions to B2B Marketing: An Assistant Professor's Perspective; Legends in Marketing: V Kumar. In Grewal, R. (Ed.), SAGE Publications.

Hada, M., & Rangaswamy, A. (2007). Positioning the BlackBerry Pearl; Marketing Engineering with Excel, Companion. In Lilien, G., & Rangaswamy, A. (Eds.), (p. 10). Trafford Publishing, Bloomington, IN,USA.

Presentations

Sridhar, K., Hada, M., & Grewal, R. (2020, June 13). Grace Period Strategies for Customer Retention. Informs Marketing Science Conference 2020. Online: INFORMS.

Dax, M., Haumann, T., Hada, M., & Schmitz, C. (2020, February 28). Cross-Selling in Key Account Relationships: How Customer- and Product-Centered Key Account Management Approaches Affect Cross- Selling Success. 2020 AMA Winter Academic Conference. San Diego, CA: American Marketing Association.

Dax, M., Haumann, T., Hada, M., & Schmitz, C. (2020, February 28). . 2021 AMA Winter Academic Conference. Online: American Marketing Association.

Hada, M. (2019, August 10). Teaching Marketing Analytics: Sharing Experiences, Lessons, Recommendations. 2019 AMA Summer Academic Conference. Chicago, IL: American Marketing Association.

Hada, M., Sridhar, K., & Gupta, A. (2019, June 22). Forgiving Customers and Customer Engagement. Informs Marketing Science Conference 2019. Rome, Italy: INFORMS.

Hada, M., Sawant, R., & Blanchard, S. (2019, February 28). Franchisors’ Contract Changes: Unintended Consequences of Responding to a Crisis. 2019 AMA Winter Academic Conference. Austin, TX: American Marketing Association.

Sridhar, K., Hada, M., & Grewal, R. (2018, February 28). Grace Period Strategies. 2018 AMA Winter Marketing Educator's Conference. New Orleans, LA: American Marketing Association.

Sajeesh, S., Hada, M., & Raju, J. (2018, February 28). The Effect of Consumer Heterogeneity on Firm Profits in Conspicuous Goods Markets. 2018 AMA Winter Academic Conference. New Orleans, LA: American Marketing Association.

Blanchard, S., Hada, M., & Carlson, K. (2017, February 28). The Specialist Referral Effect: Referring Customers to Competitors to Increase Deal Acceptance. 2017 AMA Winter Conference. Orlando, FL: American Marketing Association.

Sridhar, K., Hada, M., & Grewal, R. (2017, February 28). Customer Contract Renewal: Firm’s “Forgiving” Strategies in the Grace Period. 2017 AMA Winter Marketing Educator's Conference. Orlando, FL: American Marketing Association.

Hada, M. (2017, May 3). Alpha Generation via Data Science and Machine Learning. Bloomberg's Panel. New York, NY: Bloomberg Inc..

Hada, M. (2017, October 13). Panel on Pedagogy in Business Analytics. First Annual Symposium on Business Analytics: Research and Pedagogy. New York, NY: BARUCH COLLEGE.

Sridhar, K., Hada, M., & Grewal, R. (2017, October 13). Grace Period Strategies. First Annual Symposium on Business Analytics: Research and Pedagogy. New York, NY: BARUCH COLLEGE.

Sawant, R. J., & Hada, M. (2016, August 31). David vs. Goliath: Startups versus Established. Academy of Management Annual Meeting. Anaheim, CA: Academy of Management.

Hada, M., Lilien, G. L., & Bruyn, A. D. (2016, August 4). Referring Competitors: Which Supplier Should a Customer Ask for a Competitor Referral?. ISBM Academic Conference 2016. Atlanta, GA: The Institute for Studies of Business Markets, Penn State.

Sridhar, K., & Hada, M. (2015, June 18). Customer Noncompliance and Firm relationship in a contractual setting. Marketing Science Conference 2015. Baltimore, Maryland: INFORMS.

Sawant, R. J., Hada, M., & Blanchard, S. (2015, March 16). The benefits of organizational inertia: Evidence from franchising during the great recession. Academy of Management Annual Meeting 2015. Vancouver, Canada: Academy of Management.

Sawant, R. J., Hada, M., & Blanchard, S. (2014, February 21). Franchise performance during capital scarcity: the effect of contract heterogeneity during the Great Recession. AMA 2014 Winter Marketing Educators Conference. Orlando, FL: American Marketing Association.

Hada, M., & Sheikh, N. I. (2012, June 8). Is Pre-Roll Advertising the Next Best Thing?. ISMS Marketing Science Conference 2012. Boston, MA: INFORMS.

Hada, M. (2012, February 18). Trade-offs in Supplier-Selected Referrals. 2012 AMA Winter Marketing Educator's Conference. St. Petersburg, FL: American Marketing Association.

Hada, M. (2011, February 28). Referrals by Design: Effect of Product’s Functionality, Aesthetics and Image on Consumer’s Referral Intentions. 2011 AMA Winter Marketing Educator's Conference. Austin, TX: American Marketing Association.

Hada, M. (2010, February 28). Benefit of a Reference Customer. 2010 AMA Winter Marketing Educators' Conference. New Orleans, LA

Hada, M. (2010, June 30). Referrals by Design: Effect of Product's Functionality, Aesthetics and Image on Consumers' Referral Intentions. 2010 INFORMS Marketing Science Conference. Cologne, Germany

Hada, M. (2009, May 31). Channel Portfolio of a Firm: Complements and Substitutes. 2009 INFORMS Marketing Science Conference. Ann Arbor, MI

Hada, M. (2009, February 28). The Extended Arm: Global Strategies and Multinational Corporation Subsidiary's Channel Satisfaction. 2009 AMA Winter Marketing Educators' Conference. Tampa, FL

Hada, M. (2008, August 31). The Extended Arm: Global Strategies and Multinational Corporation Subsidiary's Channel Satisfaction. 2008 ISBM Academic Conference. Unversity of California, San Diego, CA

Other Scholarly Works

Research Currently in Progess

Hada, M., Mathur, P., & Berna, (n.d.). Effectiveness of Pre-Roll Advertising. In Progress.

Hada, M., Bruyn, A. D., & Lilien, G. L.(n.d.). Horizontal Referrals in B2B Markets. In Progress.

Hada, M., Rangaswamy, A., & Kayande, U.(n.d.). What you give is what they want: Systematic choice of product attributes on Customers' WOM communications. In Progress.

Kim, C., Hada, M., & Kim, N.(n.d.). Price Promotions or giveaways? under the Freemium Context. In Progress.

Liu, Z., & Hada, M.(n.d.). Geo-Messaging: The Role of Sporadicity. In Progress.

Ltief, L., Block, L., Kramer, T., & Hada, M.(n.d.). The Influence of Shared Consumption on Consumers’ Judgments of Product Efficacy: The Detrimental Effect of Sharing with Strangers.

Pelaez Martinez, A., Block, L., Hada, M., & Kayande, U.(n.d.). Mimicking Online Review Breadth and Depth.

Department

College

University

Professional