Mrinal Ghosh

Marketing Department Head
Soldwedel Professor of Marketing

Degrees

Ph.D., University of Minnesota (Marketing), 1998
B.Eng., University of Bombay (Mechanical Engineering), 1988

Areas of Expertise

  •  Inter-Organizational Relationships
  •  Product Form Choice
  •  Sales Force Design and Compensation
  •  Technology Marketing in Entrepreneurial Ventures

Courses

Undergraduate: MKTG 471 - Marketing Policies and Operations, MKTG 440 - Marketing Research
MBA: MKTG 555 - Marketing Strategy
Doctoral: MKTG 696 - Inter-Organizational Relationships

Awards and Recognition's

  • Winner of the 2013 Louis W. Stern Award for an outstanding article “Strategic Fit in Industrial Alliances: An Empirical Test of Governance Value Analysis (JMR, 2005)” that made significant contribution to the marketing and channels of distribution literature.
  • Invited to the Research Symposium in honor of Oliver E. Williamson, 2009 Nobel laureate in Economics, held at the Norwegian BI School of Management, Oslo, Norway, December 2009.  Participants were selected based on having made a significant  contribution to Transaction Cost Economics.

Publications

Marketing Strategy and Organizational Design

  • “Governance Value Analysis and Marketing Strategy,” Mrinal Ghosh and George John, Journal of Marketing, Vol. 63 (Special Issue 1999), 131-145.

Inter-Organizational Contract and Relationship Design

  • “Pricing Formats for Branded Components in Industrial Markets: An Integration of Transaction Cost Economics and the Resource-Based View,” Desmond Lo, Kellilynn M. Frias, and Mrinal Ghosh, Organization Science, Vol. 23, No. 5 (September-October), 1282-1297.
  • “Transaction Costs, Opportunism, and Governance: Contextual Considerations,” Aric Rindfleisch, Kersi Antia, Janet Bercowitz, James Brown, Joseph Cannon, Stephen Carson, Mrinal Ghosh, Susan Helper, Diana Robertson, and Kenneth Wathne, Marketing Letters, 2010, Vol. 21, No. 3 (September), 211-222.
  • “Contract Specificity and its Performance Implications,” Erik Mooi and Mrinal Ghosh, Journal of Marketing, 2010, Vol. 74 (March), 105-120.
  • “When Should Original Equipment Manufacturers Use Branded Component Contracts with Suppliers?” Mrinal Ghosh and George John, Journal of Marketing Research, 2009, Vol. 41 (October), 597-611.
  • Customizing Complex Products: When Should the Vendor Take Control?” Mrinal Ghosh, Shantanu Dutta, and Stefan Stremersch, Journal of Marketing Research, 2006, Vol. 38 (November), 664-679.
  • “Strategic Fit in Industrial Alliances: An Empirical Test of Governance Value Analysis,” Mrinal Ghosh and George John, Journal of Marketing Research, 2005, Vol. 37 (August), 346-357 (winner of the 2013 Louis W. Stern Award for an outstanding article for  significant contribution to the marketing and channels of distribution literature)

Sales Force Compensation Design

  • “Price Delegation and Performance Pay: Evidence from Industrial Sales Forces,” Desmond Lo, Wouter Dessein, Mrinal Ghosh, and Francine Lafontaine, Journal of Law, Economics, and Organization, Vol. 32, No. 3, 508-544.
  • “The Incentive and Selection Roles of Sales Force Compensation Contracts,” Desmond Lo, Mrinal Ghosh, and Francine Lafontaine, Journal of Marketing Research, Vol. 43 (August), 781-798.
  • “Experimental Evidence for Agency Models of Salesforce Compensation,” Mrinal Ghosh and George John, Marketing Science, 2000, Vol. 19, No. 4, 348-365.

Pricing and Price Rigidity

  • “Durability Versus Concentration as an Explanation for Price Inflexibility,” Elizabeth M. Caucutt, Mrinal Ghosh, and Christina M. L. Kelton, Review of Industrial Organization, January 1999, Vol. 14, 27-50.
  • “Robustness of the Relationship Between Price Variability and Inflation for United States Manufacturing,” Elizabeth M. Caucutt, Mrinal Ghosh, and Christina M. L. Kelton, Applied Economics, 1998, Vol. 30, 513-519.
  • “Pricing Behavior in United States Manufacturing Industries: A Statistical Study using Disaggregated Data,” Elizabeth M. Caucutt, Mrinal Ghosh, and Christina M. L. Kelton, Review of Industrial Organization, December 1994, Vol. 9, 745-772.

Book Chapters

  • “Choosing Value-Chain Locations in Marketing Channels: Integrating Service-Dominant Logic and Product-Form Strategy Perspectives,” Mrinal Ghosh, Kelli Frias, and Robert Lusch, in Handbook of Research on Distribution Channels, Rajiv Dant and Chuck Ingene (Eds.), Edward Elgar Publishing, 2017.
  • “A Transaction Cost Approach to Channel Design with Application to Multi-Channels Settings,” George John, Madhu Viswanathan, and Mrinal Ghosh, in Handbook of Research on Distribution Channels, Rajiv Dant and Chuck Ingene (Eds.), Edward Elgar Publishing, 2017.
  • “Governance Value Analysis: When Porter Meets Williamson,” Mrinal Ghosh and George John, in ISBM B2B Handbook, Gary Lilien and Rajdeep Grewal (Eds.), 2011.
  • “Product Distribution Choices in China: A Transaction Cost Perspective,” Louisa Ha, Mrinal Ghosh, Rajeev Batra, and Jie Zhang, in Marketing Issues in Transitional Economies, Rajeev Batra (Ed.), Norwell, MA: Kluwer Academic Publishing, 1999.

Work-In-Progress

Marketing Strategy and Organizational Design

  • “Media Effects on the Adoption of Sustainable Products: Evidence from the Hybrid Car Market,” (with Yubo Chen, Yong Liu, and Liang Zhao).
  • “Product Form Choice: Selling Systems versus Components in Industrial Markets,” (with Shantanu Dutta and Kellilynn M. Frias).
  • “Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization,” (with Shan Yu, and Madhu Viswanathan).
  • “Product-Form Strategies in High-Technology Entrepreneurial Markets,” (with Kellilynn M. Frias and Robert Lusch).
  • “Digital Goods and Quality Competition,” (with Peng Wang and Yong Liu).
  • “Organization Architecture and Product Architecture,” (Mrinal Ghosh).
  • “Customer Addressability Advantage as a Strategic Asset,” (with Tirthankar Roy).

Inter-Organizational Contract and Relationship Design

  • “Reconciling Power and Efficiency Theories of Marketing Channel Governance,” (with Stephen Carson).
  • “Contracting to Dis-incentivize,” (with Desmond Lo and Giorgio Zanarone).
  • “Governance Deviations, (Mis)-matched Decision Logics, and Exchange Performance: Evidence from Repeat Buyer-Supplier Interactions,” (with Erik Mooi and Kersi Antia).  
  • “A Governance-Based Perspective on Bundling Equipment Sales and Technical Consulting Services in Industrial Markets” (with Tirthankar Roy and Sourav Ray).
  •  “Pricing Formats as Governance Devices: The Role of Leasing in Complex Industrial Markets,” (Mrinal Ghosh).
  • “Marketing of Technology through Licensing Agreements: A Cross-National Investigation,” (with Shan Yu, Chae Un Lim and George John).
  • “Coordination and Economic Rents in Distribution Channels,” (with Desmond Lo).
  • “Tackling Endogeneity in Marketing Strategy and Inter-Organizational Research:  A Critical Review,” (with Jon B. Sande).

Sales Force Design

  • “Salesperson Decision Authority, Salesperson Characteristics, and Productivity,” (with Desmond Lo, Zhen Tang, and Arti Gandhi).