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Dr. Denish Shah

Dr. Denish Shah

Barbara & Elmer Sunday Professor and Associate Professor of Marketing
Founding Director of the Social Media Intelligence Lab
Executive Director of the Marketing RoundTable, Georgia State University, USA

Adjunct Faculty, Social Media Marketing

Dr. Shah is the Barbara and Elmer Sunday Professor and Associate Professor of Marketing, Founding Director of the Social Media Intelligence Lab, and Executive Director of the Marketing (CMO) RoundTable at Georgia State University. His research focuses on issues pertaining to linking marketing strategies to the financial performance of firms, the application and implications of digital technologies for marketing, and the social impact of marketing. His research has been published in top journals such as the Journal of Marketing Research, Harvard Business Review, Marketing Science, Journal of Marketing, Sloan Management Review, and several other outlets. He is the co-editor of the Handbook of Research on Customer Equity in Marketing.

Dr. Shah’s research has been a finalist or winner of eight best paper awards (including the MSI Paul Root Award, ISMS Practice Prize Award, and the Robert D. Buzzell MSI Award) and three dissertation-based awards. He is a 2015 MSI Young Scholar and recipient of seven teaching excellence awards. In 2018, he was awarded the Varadarajan Award, which recognizes a top marketing professional worldwide each year for the overall impact on marketing strategy and research within ten years of receipt of the doctoral degree. Dr. Shah has a Ph.D. in Marketing from the University of Connecticut, USA; an MBA from Ecole des Ponts Business School, France; Bachelor of Engineering from Mumbai University, India. He serves on the Executive Advisory Board of AMA Atlanta and the Board of Trustees of SMILE (a non-profit working with underprivileged women and children in India).

Research Interests:
  • Marketing Strategy
  • Digital/Social Media Marketing
  • Marketing for Social Good
  • Data-Driven Marketing
  • Doctor of Philosophy (PhD) in Marketing, School of Business, University of Connecticut, USA
  • Master of Business Administration in Marketing, École nationale des ponts et chaussées (ENPC) School of International Management, Paris, France.
  • Bachelor of Engineering in Electronics, Mumbai University, India
  • Shah Denish, & BPS Murthi (2021). Marketing in a data-driven digital world: Implications for the role and scope of marketing. Journal of Business Research, Vol. 125, Pages 772-779. 
  • Shah Denish, & Morris George (2021) Linking Marketing to Nonprofit Performance. Journal of Public Policy & Marketing, Vol. 40 (4), Pages 571-583.
  • Shah Denish, V. Kumar, Kihyun Hannah Kim, and Jeewon Brianna Choi (2017) “Linking Customer Behaviors to Cash Flow Level and Volatility: Implications for Marketing Practices”. Journal of Marketing Research, Vol. 54 (1), Pages 27-43. 
  • Shah Denish, V Kumar, and Yi Zhao, (2015) “Diagnosing Brand Performance: Accounting for the Dynamic Impact of Product Availability with Aggregate Data,” Journal of Marketing Research, Vol. 52, No. 2, Pages 147-165.
  • Shah Denish, V Kumar, and Hannah Kim (2014), “Managing Customer Profits: The Power of Habits,” Journal of Marketing Research, December 2014, Vol. 51, No. 6, Pages 726-741. 
  • Shah Denish, V Kumar, Yingge Qu, and Sylia Chen (2012), “Unprofitable Cross-buying: Evidence from Consumer and Business Markets,” Journal of Marketing, Vol. 76 (3), Pages 78-95. 
  • Shah Denish & V Kumar (2012), “The Dark Side of Cross-selling”, Harvard Business Review, Vol. 90 (12), Pages 21-23.
  • Kumar, V, and Denish Shah (2011), “Can Marketing Lift the Stock Prices” Sloan Management Review, Vol. 52(4), Pages 24-26. 
  • Kumar V, and Denish Shah (2011), “Uncovering implicit consumer needs for explicit product positioning: Growing Prudential Annuities’ Variable Annuity Sales,” Marketing Science, Vol 30(4), Pages 595-603. 
  • Kumar, V. and Denish Shah (2009), “Expanding the Role of Marketing: From Customer Equity to Market Capitalization,” Journal of Marketing, Vol. 73, November, Pages 119-136. 
  • Shah Denish, Roland Rust, A. Parasuraman, Rick Staelin, & George Day (2006), The path to customer centricity. Journal of service research, Vol. 9(2), Pages113-124.