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Nita Umashankar

Assistant Professor    
  • Ph.D., University of Texas at Austin
  • M.S., University of Texas at Austin
  • B.B.A., University of Arizona
  • B.S., University of Arizona
  • marketing strategy
  • services marketing
  • marketing research
  • mergers and acquisitions

Dr. Umashankar’s primary interests lie in the area of marketing strategy with a dual focus on customer and firm-based strategies. In particular, she examines how various service settings, including interpersonal, high-touch, and competitive service contexts, influence both customer and firm outcomes. Further, she explores firm decision making, including whether and how to execute a merger/acquisition and how such decisions impact performance. She has published in Marketing Science, Strategic Management Journal, Journal of the Academy of Marketing Science, Journal of Service Research, and Journal of Public Policy and Marketing, among others. Her work has been featured in the press on several occasions.

Dr. Umashankar enjoys teaching marketing at the undergraduate and graduate levels. She currently teaches marketing research and marketing management.

  • Umashankar, Nita, Yashoda Bhagwat, and V. Kumar (forthcoming), “Do Loyal Customers Really Pay More for Services?” Journal of the Academy of Marketing Science.
  • Rao, Vithala, Yu Yu, and Nita Umashankar (forthcoming), “Anticipated Versus Actual Synergy in Merger Partner Selection and Post-merger Innovation,” Marketing Science. Read the article »
  • Yu, Yu, Nita Umashankar, and Vithala Rao (2016), “Choosing the Right Target: Relative Preference for Resource Similarity versus Complementarity in Acquisition Choice,” Strategic Management Journal, 37 (8), 1808–1825.
  • Umashankar, Nita, Raji Srinivasan, and Jeffrey Robert Parker (2016), “Cross-buying After Product Failure Recovery? It Depends on How You Feel About it,” Journal of Marketing Theory & Practice, 24, (1), 1–22.
  • Kumar, V., Nita Umashankar, Kihyun Hannah Kim, and Yashoda Bhagwat (2014), “Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors,” 33 (5), Marketing Science, 673–692.
  • Srinivasan, Raji and Nita Umashankar (2014), “There’s Something in a Name: Value Relevance of Congruent Ticker Symbols,” Customer Needs and Solutions, 1, 241–252.
  • Umashankar, Nita and Raji Srinivasan (2013), “Designing Social Interventions to Improve Newcomer Adjustment: Insights from the Indian Sex Worker Community,” Journal of Public Policy & Marketing, 32 (2), 271–285.
  • Umashankar, Nita, Raji Srinivasan, and Dustin Hindman (2011), “Developing Customer Service Innovations for Service Employees: The Effects of NSD Characteristics on Internal Innovation Magnitude,” Journal of Service Research, 14 (2), 164–179.