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Ritu Lohtia

Associate Professor    
  • Ph.D., University of Maryland
  • M.M.S., Birla Institute of Technology and Science, Pilani, India
  • effectiveness of online marketing strategies
  • business-to-business marketing
  • buyer-seller relationships
  • Japanese channels of distribution
  • effectiveness of business-to-business marketing strategies

Ritu Lohtia has been a faculty member at Georgia State University since fall 1990. She spent two years (1994 to 1996) in Japan, conducting research and teaching as a visiting assistant professor at Keio University and a visiting researcher at Waseda University.

Lohtia’s recent research has focused on the effectiveness of online marketing strategies. Prior to that, her research has been in the field of business-to-business marketing. Within this broad field, her research has focused on understanding the factors that drive relationships between buyers and sellers (both in the U.S. and Japan), and on how firms can increase the effectiveness of their marketing strategies (such as advertising and personal selling).

She has published more than 45 articles in proceedings and journals such Journal of the Academy of Marketing Science, Journal of Advertising Research, Journal of Retailing, Journal of Business Research, Industrial Marketing Management, Journal of Personal Selling and Sales Management, and Journal of Business and Industrial Marketing.

She serves on the editorial review boards of the Journal of Business and Industrial Marketing and Journal of Marketing Channels.

  • Monica Guillory, Ritu Lohtia, and Naveen Donthu, “The Usefulness of Online Reviews: The Role of Review Source, Review Valence, and User Internet Experience.” Forthcoming in the International Journal of Electronic Marketing and Retailing.
  • Ritu Lohtia, Naveen Donthu, and Monica Guillory, “The Impact of Advertising, Trustworthiness, and Valance on the Effectiveness of Blogs.” International Journal of Electronic Marketing and Retailing, Vol. 5, No. 4, 2013, pp. 317-339.
  • Ritu Lohtia, Naveen Donthu, and Idil Yaveroglu, “Evaluating the Efficiency of Internet Banner Ads,” Journal of Business Research , Vol. 60, No. 4, 2007, pp. 365-370.
  • Ritu Lohtia, Daniel C. Bello, Teruhisa Yamada, and David I. Gilliland, “The Role of Commitment in US―Japanese Relationships: Mediating Performance for US Sellers in Japan,” Journal of Business Research, Vol. 58, 2005, pp. 1009-1018.
  • “Frank” Tien Xie, Naveen Donthu, Ritu Lohtia, and Talai Osmonbekov, “Emotional Appeal and Incentive Offering in Banner Advertisements,” Journal of Interactive Marketing, Vol. 4, No.2, 2004.
  • Daniel C. Bello, Ritu Lohtia, and Vinita Sangtani, “An Institutional Analysis of Supply Chain Innovations in Global Marketing Channels,” Industrial Marketing Management, Vol. 33, No. 1, 2004, pp. 57-64.
  • Ritu Lohtia, “Frank” Tien Xie, and Ramesh Subramaniam, “Efficient Consumer Response in Japan: Industry Concerns, Current Status, Benefits, and Barriers to Implementation,” Journal of Business Research, Vol. 57, No. 3 , 2004, pp. 306-311.
  • Ritu Lohtia, Naveen Donthu, and Edmund K. Hershberger, “The Impact of Content and Design Elements on Banner Ad Click-Through Rates,” Journal of Advertising Research, Vol. 43, No. 4, 2003, pp. 410-418.
  • Ritu Lohtia, Ramesh Subramaniam, and Rati Lohtia, “Are Pricing Practices in Japanese Channels of Distribution Finally Changing?” Journal of Marketing Channels, Vol. 9, No. (1/2), 2001, pp. 5-32.
  • Ritu Lohtia and Ramesh Subramaniam, “Structural Transformation of the Japanese Retail Distribution System,” Journal of Business and Industrial Marketing, Vol. 15, No. (4/5), 2000, pp. 323-337.
  • Ritu Lohtia and Toshihiro Murakoshi, “The Adoption of Efficient Consumer Response in Japan,” Journal of Marketing Channels, Vol. 7, No. (1/2), 1999, pp. 1-28.
  • Ritu Lohtia, Kyoichi Ikeo, and Ramesh Subramaniam, “Changing Patterns of Channel Governance: An Example from Japan,” Journal of Retailing, Vol. 75, No. 2, 1999, pp. 263-275.
  • Daniel C. Bello, Ritu Lohtia, and Shirish P. Dant, “Collaborative Relationships for Component Development: The Role of Strategic Issues, Production Costs, and Transaction Costs,” Journal of Business Research, Vol. 45, 1999, pp. 15-31.
  • Ritu Lohtia, “A Transaction Cost and Resource-Dependence Based Model of Buyer-Seller Relations,” Research in Marketing, Vol. 13, 1997, pp. 109-134.
  • Daniel C. Bello, Shirish P. Dant, and Ritu Lohtia, “Hybrid Governance: The Role of Transaction Costs, Production Costs and Strategic Considerations,” Journal of Business and Industrial Marketing, Vol. 12, No. 2, 1997, pp. 118-133. (1997 Highly Commended Winner)
  • Toshihiro Murakoshi and Ritu Lohtia, “The Direction of Efficient Consumer Response Distribution Innovation,” Japan Marketing Journal, Vol. 60, 1996, pp. 83-94. (in Japanese)
  • Ritu Lohtia, “The Multidimensionality of the Physical Transaction-Specific Asset Construct,” Keio Business Review, Vol. 31, No. 4, 1995, pp. 69-81.
  • Ritu Lohtia, Wesley J. Johnston, and Linda Aab, “Business-to-Business Advertising: What Are the Dimensions of an Effective Print Ad?,” Industrial Marketing Management, Vol. 24, 1995, pp. 369-378.
  • Daniel C. Bello, and Ritu Lohtia, “Export Channel Design: The Use of Foreign Distributors and Agents,” Journal of the Academy of Marketing Science, Vol. 23, No. 2, 1995, pp. 83-93.
  • James Boles, Naveen Donthu, and Ritu Lohtia, “Salesperson Evaluation Using Relative Performance Efficiency: The Application of Data Envelopment Analysis,” Journal of Personal Selling and Sales Management, Vol. 15, No. 3, 1995, pp. 31-49.
  • Linda Aab, Wesley J. Johnston, and Ritu Lohtia, “Building Relationships Through Advertising,” Marketing Management, Vol. 4, No. 1, 1995, pp. 33-38.
  • Ritu Lohtia, Charles Brooks, and Robert E. Krapfel, “What Constitutes a Transaction-Specific Asset: An Examination of the Dimensions and Types,” Journal of Business Research, Vol. 30, No. 3, 1994, pp. 261-270.
  • Ritu Lohtia and Robert E. Krapfel, “The Impact of Transaction-Specific Investments on Buyer-Seller Relationships,” Journal of Business and Industrial Marketing, Vol. 9, No. 1, 1994, pp. 6-16. (1994 Second Runner-Up for the Best Article)
  • Ritu Lohtia, Linda Aab, and Wesley J. Johnston, “Creating an Effective Advertisement for the China Market: Analysis and Advice,” Journal of Global Marketing, Vol. 8, No. 2, 1994, pp. 7-29.
  • Thomas V. Greer and Ritu Lohtia, “The Effects of Source and Paper Color on Response Rates in Mail Surveys,” Industrial Marketing Management, Vol. 23, No. 1, 1994, pp. 47-54.
  • Daniel C. Bello and Ritu Lohtia, “Improving Trade Show Effectiveness by Analyzing Attendees,” Industrial Marketing Management, Vol. 22, No 4, 1993, pp. 311-318.