Mahima Hada - Zicklin School of Business

About

Mahima Hada (Ph.D., Penn State) is an Associate Professor and Director of Marketing Analytics Programs at the Aaronson Department of Marketing and International Business at Baruch College, City University of New York, NY. Her paper on Referral Equity won the 2016 Naresh K Malhotra Long-Term Impact award, and her paper on B2B referrals was a finalist in the prestigious MSI Paul H. Root Award 2015. Her work on effect of franchisors’ strategies during the recession resulted in her being named the Lang Fellow in 2014. She serves on the ERB of Industrial Marketing Management and the Journal of Business and Industrial Marketing. She teaches Marketing Analytics and Marketing Fundamentals. In 2017 she received Baruch’s “Excellence in Teaching” Award. She has been invited to be a panel member on Interbrand’s panel on B2B relationships in Fintech and Bloomberg’s Panel on Data Science and Machine Learning.

Publications

Sajeesh S., Mahima Hada, and Jagmohan Raju (2020), “The Effect of Consumer Heterogeneity on Firm Profits in Conspicuous Goods Markets,” forthcoming at International Journal of Research in Marketing, https://doi.org/10.1016/j.ijresmar.2019.08.003

Shaikh, Nazrul, Mahima Hada and Niva Shrestha (2019), “Allocating Spend on Digital Video Advertising: A Longitudinal Analysis Across Two Industries,” Journal of Advertising Research, 59 (1), 14-26. SSRN top ten download in Managerial Marketing eJournal (Apr 2018).

Blanchard, Simon, Mahima Hada and Kurt Carlson (2018), “Specialist Competitor Referrals: Using Competitor Referrals for Nonfocal Products to Increase Focal Product Sales,” Journal of Marketing 82(4), 127-145.

Blanchard, Simon, Mahima Hada and Kurt Carlson (2017). “The Specialist Referral Effect: Referring Customers to Competitors to Increase Deal Acceptance” American Marketing Association Conference Proceedings. Vol 28, H16-17.

Hada, Mahima and Rajeev Sawant, (2016), “David vs. Goliath: Startups versus Established Firms and the role of Supplier-Initiated Referrals” Academy of Management Proceedings, January 2016 doi: 10.5465/AMBPP.2016.16598abstract

Sawant, Rajeev, Mahima Hada, and Simon Blanchard (equal contribution) (2015), “The Benefits of Organizational Inertia: Evidence from Franchising during the great recession”. Academy of Management Proceedings, January 2015 doi: 10.5465/AMBPP.2015.16911abstract

Hada, Mahima, Rajdeep Grewal and Gary L. Lilien (2014). “Supplier-Selected Referrals”. Journal of Marketing. Vol. 78 (March), 34-51.

Finalist, Marketing Science Institute’s Paul H. Root 2015 Award (given to a paper that has made a significant contribution to the advancement of the practice of marketing).

Hada, Mahima, Rajdeep Grewal and Murali Chandrashekaran (2013). “MNC Subsidiary’s Channel Relationship as an Extended Link: Implications of Global Strategies”. Journal of International Business Studies. Vol. 44(8), 787-812.

Hada, Mahima, Rajdeep Grewal and Gary L. Lilien (2013). “Purchasing Managers’ Perceived Bias in Supplier-Selected Referrals”. Journal of Supply Chain Management. Vol. 49(4), 81-95.

Hada, Mahima (2012). “VK’s Contributions to B2B Marketing: An Assistant Professor’s Perspective”; in Legends in Marketing: V Kumar (vol. 9). SAGE Publications. ISBN: 9788132109037

Hada, Mahima, Rajdeep Grewal and Gary L. Lilien (2010), “Referral Equity and Referral Management: the Supplier Firm’s Perspective”, Review of Marketing Research, Vol.7, 93-144. Received Naresh K. Malhotra award Long-Term Impact Award 2016 (for the article that makes the greatest long-term contribution amongst those published in the Review of Marketing Research)

Hada, Mahima and Arvind Rangaswamy (2007). Case Study: Positioning the BlackBerry Pearl. In Gary Lilien and Arvind Rangaswamy (Ed.), Marketing Engineering with Excel, Companion (2nd Edition). Available online (http://decisionpro.biz/instructors/positioning-blackberry-pearl

Awards