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We are proud to include these talented research professionals among our collaborators.

Vikas Mittal, Ph.D.

Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at Rice University’s Jones Graduate School of Business. Prior to joining Jones, he was on the faculty at Northwestern University’s Kellogg Graduate School and later the Thomas Marshall Professor of Marketing at the University of Pittsburgh’s Katz Graduate School of Management. Mittal holds a Bachelor's in Business Administration from the University of Michigan and a PhD in Management from Temple University.

Mittal’s research is primarily focused on customer satisfaction, customer insights, and customer-focused strategy.

In addition to publications in leading marketing journals, Mittal has published extensively on decision-making in journals such as Organization StudiesOrganization ScienceJournal of Applied PsychologyJournal of PsychiatryOrganization Behavior and Human Decision Processes, and Personality and Social Psychology Bulletin. He currently serves on the editorial boards of numerous journals.

In 2014, one of Mittal’s papers was ranked as a top-50 article globally for having the highest impact on marketing academics and practice. A 2013 paper was one of the top-three papers in a special issue on consumer identities for the International Journal of Research in Marketing. In 2006, Mittal was awarded the William F. O’Dell Award for making the most significant, long-term contribution to the theory, methodology, and practice of marketing. He was ranked as the fifth most prolific author published in the top marketing journals in 2009 and received the 2001 FedEx Excellence in Service Research award, as well as numerous other awards.

With a teaching focus on marketing research, customer-focused strategy, and advanced marketing research, Mittal’s courses are highly sought after in Rice University’s MBA and executive education programs. While at the Katz Graduate School of Management, he won the excellence in teaching award in three consecutive years and was voted best professor by the executive education cohort in the 2003 IEMBA program in Brazil. At the Jones Graduate School of Business, Mittal won the teaching excellence award in 2013 for his instruction in the professional MBA program.

To contact Vikas Mittal, please email vikas[at] 

Shrihari Sridhar, Ph.D.

Shrihari (Hari) Sridhar is an associate professor of marketing and Center for Executive Development professor at Texas A&M University’s Mays Business School. Prior to joining Mays, he was assistant professor of marketing at Michigan State University’s Eli Broad College of Business and later Frank and Mary Jean Smeal Research Fellow Associate Professor of Marketing at Pennsylvania State University’s Smeal College of Business Administration.

Sridhar’s research focus is on marketing analytics, the field of evaluating the effectiveness of firms’ marketing spending. His research spans three main areas: assessing the causal effects of marketing mix spending, investigating how marketing mix decisions and effectiveness vary across institutional settings, and examining the properties of optimal marketing budgeting and allocation policies. Sridhar focuses on the media, digital, and business-to-business markets.

Sridhar’s research has been published in Marketing ScienceJournal of MarketingJournal of Marketing ResearchQuantitative Marketing and Economics, and Harvard Business Review. He is associate editor of the Journal of the Academy of Marketing Science. In 2014, Sridhar earned the Rajan Varadarajan Award for Early Career Contributions to Marketing Strategy Research and was a university-wide finalist for the Penn State George W. Atherton Teaching Award. He was the Marketing Science Institute’s Young Scholar in 2013.

To contact Shrihari Sridhar, please email hari[at] 

Busting the Value Trap
Collaborative for CUBES Shows How B2B Companies Can Increase Sales
Collaborative for CUBES™
Collaborative for Customer-Based Execution and Strategy

Data Suggests Customer Satisfaction the Only Road Back for Staples

Even as Staples announced the closure of 70 stores on March 9 – those on the heels of 48 store closures in 2016 and 242 in previous years – CEO Shira Goodman said she had reason for optimism.


“I am particularly proud of our ability to grow our delivery business by continuing to enhance our offering and satisfy our business customers,” she said in a meeting with investors.