Our Team

Research Scholars
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]ccubes.net 


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]ccubes.net 


Michael Tsiros

Michael Tsiros is Patrick J. Cesarano Professor of Marketing, Chair of the Marketing Department, and director of the Behavioral lab at University of Miami. He has served in the past as Vice Dean of Faculty (2016 – 2017), department Chair (2009 – 2013), and PhD director (2008 – 2011). Previously, he was with the faculty at the Olin School of Business at Washington University in St. Louis. He holds a B.S. (with honors) in Computer Science and Business from St. John's University, an MBA from St. John's University, and a Ph.D. in Marketing from Temple University. He has also been a visiting professor at Dartmouth College, University of North Carolina at Chapel Hill, London Business School, and ALBA Graduate Business School.

His research interests focus on the role of customer satisfaction and regret in decision-making, as well as, in the area of behavioral pricing and price promotions, symbolic brand associations, and cause-related marketing. His articles have appeared in several leading journals including Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Organizational Behavior and Human Decision Processes, and Journal of Retailing, Journal of the Academy of Marketing Science, Marketing Letters, and Journal of Service Research. His research has been widely cited and has won awards for its impact in the field. 

He has also received awards for his reviewing. He was selected in Marketing Science Institute’s Young Scholars Program and his research has been featured in Harvard Business Review and The Economist. He has served in the Editorial Review Board at Journal of Marketing and he is currently serving in the Editorial Review Board at Journal of Retailing and Journal of Services Research.

He has taught several courses including Introduction to Marketing, Consumer Behavior, Marketing Research, Pricing, and Services Marketing at the undergraduate, graduate, and executive level. He has also worked and consulted for several companies and served as expert witness in legal cases.


Ashwin Malshe

Dr. Ashwin Malshe is an assistant professor of marketing in the Department of Marketing at The University of Texas at San Antonio. He joined the UTSA faculty in 2016 after serving as an assistant professor at ESSEC Business School, Paris-Singapore for 5 years. He has been a visiting professor at Mannheim Business School in Germany since 2013 teaching in the undergraduate and EMBA programs. 

Dr. Malshe has research interests in social media marketing, marketing-finance interface, and consumer behavior. In particular his research focuses on measuring the impact of marketing strategy in the financial markets. Dr. Malshe has teaching interests in social media marketing, marketing analytics and data visualization. He is a core faculty member for the M.S. in Data Analytics program at the College of Business. 

Dr. Malshe has published in the Journal of Marketing, Journal of Consumer Psychology and Journal of Business Research among others. He is an ad hoc reviewer for the Journal of Marketing, Journal of Consumer Psychology, International Journal of Research in MarketingJournal of Business Research, and Financial Review.