Mahima Hada

Assc Professor

Zicklin School of Business

Department: Allen Aaronson Dept of Mkt/IB

Areas of expertise:

Email Address: mahima.hada@baruch.cuny.edu

> View CV

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

SemesterCourse PrefixCourse NumberCourse Name
Fall 2023MKT4620Text Analytics for Marketing
Fall 2023MKT3000Marketing Foundations
Fall 2023BUS89500Independent Study
Fall 2023BUS90000Dissertation Supervision
Summer 2023DCT90120Position Paper Research
Summer 2023MKT4561Marketing Analytics
Spring 2023BUS90000Dissertation Supervision
Spring 2023MKT4620Text Analytics for Marketing
Spring 2023MKT3000Marketing Foundations
Fall 2022BUS90000Dissertation Supervision
Fall 2022MKT88200Seminar in Marketing Strategy
Fall 2022MKT9737Marketing Analytics
Summer 2022MKT4620Text Analytics for Marketing
Summer 2022MKT4561Marketing Analytics
Spring 2022MKT3000Marketing Foundations
Spring 2022BUS90000Dissertation Supervision
Fall 2021MKT4561Marketing Analytics
Fall 2021BUS90000Dissertation Supervision
Fall 2021BUS89500Independent Study
Fall 2021MKT4561Marketing Analytics
Summer 2021MKT3000Marketing Foundations
Spring 2021BUS90000Dissertation Supervision
Spring 2021MKT6002HHonors Marketing II
Spring 2021MKT3000Marketing Foundations
Spring 2021MKT3000Marketing Foundations
Spring 2021MKT88200Seminar in Marketing Strategy
Fall 2020MKT6001HHonors - Marketing I
Spring 2020MKT3000Marketing Foundations
Spring 2020MKT3000Marketing Foundations
Spring 2020BUS89500Independent Study
Fall 2019MKT4561Marketing Analytics
Fall 2019MKT9703Marketing Management
Fall 2019BUS89500Independent Study
Spring 2019MKT3000Marketing Foundations
Spring 2019MKT3000Marketing Foundations
Fall 2018MKT4561Marketing Analytics
Fall 2018MKT3000Marketing Foundations
Spring 2018MKT3000Marketing Foundations
Spring 2018MKT3000Marketing Foundations
Fall 2017MKT4561Marketing Analytics
Spring 2017MKT3000Marketing Foundations
Spring 2017MKT3000Marketing Foundations
Spring 2016MKT3000Marketing Foundations
Spring 2016MKT3000Marketing Foundations
Fall 2015MKT4561Marketing Analytics
Spring 2015MKT3000Marketing Foundations
Fall 2014MKT3000Marketing Foundations
Spring 2014MKT3000Marketing Foundations
Fall 2013MKT3000Marketing Foundations
Fall 2013MKT3000Marketing Foundations
Spring 2012MKT3000Marketing Foundations
Spring 2012MKT3000Marketing Foundations
Fall 2011MKT3000Marketing Foundations

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

Hada, M. (2021). Two Steps: A Primer on B2B Experiments. Impact at JMR.

Research Currently in Progess

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

Research Paper

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

Under second round review at Journal of Marketing Research

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.

Research Paper

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.

Paper is under third round review at Journal of Marketing Research

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

Under second round review at Journal of Consumer Psychology

TitleFunding Agency SponsorStart DateEnd DateAwarded DateTotal FundingStatus
Franchisors’ Contract Changes: Unintended Consequences of Responding to a CrisisPSC-CUNY 5107/01/202012/31/202204/17/20203500Completed
Pre-Roll Advertisements: How Subscription Websites are leaving Money on the TablePSC-CUNY 5007/01/201912/31/202004/15/20193500Completed
Horizontal Referrals in B2B MarketsPSC-CUNY 4907/01/201806/30/201904/15/20183465Completed
Firm Grace Period Strategies: How Billing Customers for Ex-Post Consumption affects Short-Term and Long-Term RelationshipPSC-CUNY 4807/01/201706/30/201804/14/20173340.68Completed
Horizontal ReferralsPENNSYLVANIA STATE UNIVERSITY07/20/201605/31/201809/28/20166720Completed
Getting Out of the Box: Transferring Reputation for Cross-Selling in Key AccountsPSC-CUNY 4707/01/201606/30/201704/15/20163465Completed
If You Love Your Customers, Should You Let Them Go? Investigating Customer Retention TacticsPSC-CUNY 4607/01/201506/30/201604/17/20153425.52Completed
Heterogeneity in Franchising Contracts: Performance during a RecessionPSC-CUNY 4407/01/201306/30/201404/15/20133435.36Completed
Heterogeneity in Franchising Contracts: Performance during a RecessionPSC-CUNY 5407/01/202306/30/202404/18/20233500Funded - In Progress
INFORMATION SEARCH FULFILLMENT FROM ONLINE REVIEWSPSC CUNY 5307/01/202212/31/202304/15/20223500Funded - In Progress
Honor / AwardOrganization SponsorDate ReceivedDescription
ARF Great Mind Awards: Journal of Advertising Research Award Best Practitioner PaperAdvertising Research Foundation2020
Excellence in TeachingZicklin School of Business2017
Summer Research AwardZicklin School of Business2016
Naresh K. Malhotra Long Term Contribution Award for Best PaperEmerald Insight, Emerald Publishing Group2016The Naresh K. Malhotra award for 2016 is for the article that makes the greatest long-term contribution amongst those published in the Review of Marketing Research. For this award, all the articles published in Volumes 1 to 7 were eligible.
Finalist, 2015 MSI H. Paul Root Award Marketing Science Institute and American Marketing Association 2015It is given by members of the Journal of Marketing editorial review board to a paper that has made a significant contribution to the advancement of the practice of marketing, and is cosponsored by the American Marketing Association and the Marketing Science Institute. My paper published in the Journal of Marketing - Supplier Selected Referrals - was a finalist for the 2015 MSI H. Paul Root Award
Summer Research AwardZicklin School of Business2015
Lang FellowshipEugene M. Lang Foundation2013
2010 Marketing Science Doctoral Consortium2010
WinnerISBM Dissertation Support Award Competition2010
David and Joan Wilson Award for Outstanding Scholarship in MarketingPennsylvania State University2009
Haring Symposium FellowIndiana University2009
Best Candidancy Exam AwardMarketing Department, Pennsylvania State University2007
Jerome Scott Award for Outstanding Scholarship in MarketingPennsylvania State University2007
Institute for the Study of Business Markets FellowshipPennsylvania State University2006

Department

Committee NamePosition RoleStart DateEnd Date
Executive CommitteeCommittee Member8/1/2018Present

College

Committee NamePosition RoleStart DateEnd Date
MBA Curriculum Redesign CommitteeCommittee MemberPresent
Zicklin Graduate Curriculum CommitteeCommittee MemberPresent
Ad-Hoc MS Business Analytics Curriculum CommitteeCommittee MemberPresent
Executive CommitteeCommittee MemberPresent
MS Information sessionFaculty Advisor4/8/2021
Representatives to the Weissman School of Arts and SciencesCommittee Member8/31/2015
Undergraduate OrientationFaculty Advisor6/24/2015
BBA Assurance of LearningCommittee Member10/31/2014
MBA & MS Information session1/9/2012
MBA & MS Information session12/1/2011

University

Committee NamePosition RoleStart DateEnd Date
Graduate Center FacultyFaculty Advisor5/1/2013Present
Graduate Center Faculty Annual MeetingAttendee, Meeting5/1/20155/31/2015

Professional

OrganizationPosition RoleOrganization StateOrganization CountryStart DateEnd DateAudience
Journal of International Business StudiesReviewer, Ad Hoc Reviewer9/1/2021Present
British Journal of ManagementReviewer, Ad Hoc Reviewer3/1/2020Present
Journal of Marketing ResearchEditorial Review Board Member8/1/2018Present
Journal of Marketing ResearchReviewer, Ad Hoc Reviewer1/1/2015Present
Journal of MarketingReviewer, Ad Hoc Reviewer1/1/2015Present
Journal of Business and Industrial MarketingEditorial Review Board Member8/1/2013Present
AMA Marketing Strategy SIGChairperson8/28/2023PresentInternational
Industrial Marketing ManagementEditorial Review Board Member11/1/201412/31/2019
American Marketing Association Winter Educator's Conference 2019Editor, Associate Editor7/1/20182/28/2019
PhD Project - Baruch Research SymposiumReviewer, Conference Paper4/27/20184/28/2018
American Marketing Association Winter Educator's Conference 2015Conference-Related7/1/20132/28/2014
American Marketing Association, Winter 2014 ConferenceReviewer, Conference Paper9/10/2013
Institute for the Study of Business MarketsReviewer, Grant ProposalPennsylvaniaUnited States1/8/2012
American Marketing Association, Winter 2012 ConferenceReviewer, Conference Paper11/15/2011
2010 PDMA Research ForumReviewer, Conference Paper12/31/2010