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

(2025). Cross-selling in Key Account Relationships: Investigating Customers’ Perceptions ofKey Account Management Approaches. Journal of Business Research,

(2025). Cross-Funnel Synergistic Effects in Media: An Estimation and Optimization Model for a CPG Firm. Journal of Advertising Research, 1--21.

(2025). Grace Periods in Subscription-Based Customer Retention Strategies. Management Science,

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,

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.

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)..

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.

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

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.

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

(2025). Interorganizational Relationships in Healthcare. Handbook of Interorganizational Relationships Cheltenham, UK. Editor: Rajdeep Grewal, Edward Elgar Publishing Limited.

(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.

Conference Proceedings

Simonin, D., Padigar, M., Pupovac, L., Zeb, A., & Hada, M. (2025). The Effects of Supply Chain-Related Blockchain Adoption on Suppliers: The Role of Automated Trust. Academy of Management Proceedings.

Presentations

Simonin, D., Pupovac, L., Padigar, M., Zeb, A., & Hada, M. The Effects of Supply Chain-Related Blockchain Adoptionon Suppliers: The Role of Automated Trust. AoM wISE Scholarship in ASEAN Oceania. Macquarie University, Australia: Academy of Management.

Simonin, D., Pupovac, L., Padigar, M., Zeb, A., & Hada, M. Investigating the Effects of Blockchain Integration in Supply Chains on Suppliers: An Automated Trust Perspective. ANZMAC 2024. Tasmania, Australia: Australian and New Zealand Marketing Academy.

Simonin, D., Zeb, A., Pupovac, L., Padigar, M., & Hada, M. The Spillover Effect of Supply Chain Related BlockchainAnnouncements on Supplier's Market Value. Informs Marketing Science Conference 2024. Sydney, Australia: INFORMS.

Li, M., Hada, M., & Pupovac, L. The Impact of Voluntary Disclosure of Customer Information on Firm Value. AMA Winter Academic Conference. St. Pete Beach, Florida: American Marketing Association.

Pelaez Martinez, A., Block, L., Hada, M., & Kayande, U. Mimicry ofInformation Breadth and Depth: A Systematic Bias in Online WOM. AMA Winter Academic Conference. Nashville, TN: American Marketing Association.

Hada, M. Gen AI in Sports & Media: Is it hype or real or the most significant event of 21st Century. EXL's Sports & Media Analytics meetup. New York, NY: EXL Analytics.

Pelaez Martinez, A., Block, L., Hada, M., & Kayande, U. Informational Content Mimicry in Online Reviews: Reviewers Mimic Breadth and Depth of Information. Marketing Dynamics Conference, Georgia State University. Atlanta, GA

Li, M., Hada, M., & Pupovac, L. The Impact of Voluntary Disclosure of Customer Information on Firm Value. Academic Conference 2022 Advances in B2B Markets. Chicago: Institute for the Studies of Business Markets.

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.

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

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

(2019, June 22). Forgiving Customers and Customer Engagement. Informs Marketing Science Conference 2019. Rome, Italy: INFORMS.

(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.

(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.

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.

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.

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

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.

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.

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

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. (2012, February 18). Trade-offs in Supplier-Selected Referrals. 2012 AMA Winter Marketing Educator's Conference. St. Petersburg, 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. (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, 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., Grewal, R., & Lilien, G. L. (2010, February 28). Benefit of a Reference Customer. 2010 AMA Winter Marketing Educators' Conference. New Orleans, LA

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

Hada, M., Grewal, R., & Chandrashekaran, 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

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.

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

Simonin, D., Padigar, M., Pupovac, L., Zeb, A., & Hada, M.(n.d.). The Effects of Supply Chain-Related Blockchain Adoption on Suppliers: The Role of Automated Trust. In Progress.

Hada, M., Li, M., & Pupovac, L.(n.d.). The Impact of Voluntary Disclosure of Customer Information on Firm Value. In Progress.

Department

College

University

Professional