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University of Colorado Denver Business School, offering Bachelor, MBA, MS, and PhD degrees

Business School, University of Colorado Denver
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Madhavan Parthasarathy | Associate Professor, Director of the Jake Jabs Center for Entrepreneurship


Madhavan Parthasarathy, Associate Professor of Marketing

Teaching Philosophy

My goal is to provide a well-balanced yet challenging educational experience to students. In addition to a solid conceptual foundation, I bring in high-profile and experienced guest speakers, involve students with real-world case studies, and organize projects that students often conduct for local companies. I also try to organize and encourage students to participate in networking events and other activities that make them more marketable to prospective employers. Finally, I try to make the educational process an enjoyable experience for students because I firmly believe that one learns best when one is immersed in the subject matter.

Courses Currently Teaching

Business Plan and Model Development, Marketing Research and Marketing Management

Research Interests

  • Diffusion and discontinuance of innovations 
  • Service switching 
  • Marketing Strategy

Education

  • PhD, Marketing, University of Nebraska-Lincoln, Lincoln, Nebraska

Publications

  • Kumra, Rajeev, Madhavan Parthasarathy, and Shafiullah Anis (2016), “Unraveling Religious Advertisements Effectiveness in a Multi-Religious Society,” Journal of Indian Business Research, forthcoming
  • Conejo, Francisco, Madhavan Parthasarathy and Ben Wooliscroft (2015), “On Using Big Five Facets for Entrepreneurship’s Personality Research: Conscientiousness’ Taxonomy,” Journal of International Marketing Strategy, 3 (1), 55-73.
  • Parthasarathy, Madhavan, Vicki Lane, and MaryLee Stansifer (2015), “A Time-based Analysis of Changing Consumer Values in India,” Journal of Indian Business Research, 7 (3), 271-291.
  • Parthasarathy, Madhavan, David Forlani, and Arlen Meyers (2015), “The University of Colorado Certificate Program in Bioinnovation and Entrepreneurship: An Update and Current Status” Journal of Commercial Biotechnology, 21 (1), 69-75.
  • Parthasarathy, Madhavan, David Forlani, and Arlen Meyers (2012), “The University of Colorado Certificate Program in Bioinnovation and Entrepreneurship: An Interdisciplinary Cross-Campus Model,” Journal of Commercial Biotechnology, 18 (1), 70-78.
  • Sibona, Christopher, Steven Walczak, Jon Brickley and Madhavan Parthasarathy (2011), “Patient Perceptions of Electronic Medical Records: Physician Satisfaction, Portability, Security and Quality of Care,” International Journal of Biomedical Engineering and Technology, 12 (1), 62-84.
  • Parthasarathy, Madhavan, MaryLee Stansifer and Rajeev Kumra (2010), “A Longitudinal Exploratory Study of Changing Perceptions Toward an Iconic Brand in a Developing Country,” Journal of Indian Business Research, 2 (3), 138 – 152.
  • Parthasarathy, Madhavan and David Forlani (2010), “"Do satisfied customers bad-mouth innovative products?” Psychology and Marketing, 27 (12), 1134-1153.
  • Parthasarathy, Madhavan and Marlene Smith (2009), “Valuing the Institution: An Expanded List of Factors Influencing Faculty Adoption of Online Education,” Online Journal of Distance Learning Administration, 12 (2), Summer 2009.
  • Forlani, David, Madhavan Parthasarathy and Susan Keaveney (2008), “Managerial Risk Perceptions of International Entry Mode Strategies: The Interaction Effect of Control and Capability,” International Marketing Review, 25 (3), 292-311.
  • Walczak, Steven and Madhavan Parthasarathy (2006), "Modeling Online Service Discontinuation with Nonparametric Agents," Information Systems and e-Business Management, v4 (1), 49-70.
  • Forlani, David and Madhavan Parthasarathy (2003), "Dynamic Market Definition: An International Marketing Perspective," International Marketing Review, 20(2), 142-160.
  • Keaveney, Susan and Madhavan Parthasarathy (2001), "Customer Switching Behavior in Online Services: An Exploratory Study of Selected Characteristics of Continuers vs. Switchers," Journal of the Academy of Marketing Science, 29(4), 374-390.
  • Parthasarathy, Madhavan and Anol Bhattacherjee (1998), "Understanding Post-Adoption Behavior in the Context of Online Services," Information Systems Research, December, 9(4), 362-379.
  • Parthasarathy, Madhavan and Ravipreet S. Sohi (1997), "Sales Force Automation and the Adoption of Technological Innovations by Salespeople: Theory and Implications," Journal of Business and Industrial Marketing, 12 (3/4), 196-208.
  • Parthasarathy, Madhavan, Sunkyu Jun, and Robert A. Mittelstaedt (1997), "Multiple Diffusion and Multi-Cultural Aggregate Social Systems," International Marketing Review, 14(4), 345-361.
  • Rittenburg, Terri L., and Madhavan Parthasarathy (1997), "Implications of Target Market Selection," Journal of Macromarketing, Fall, 49-64.
  • Parthasarathy, Madhavan, Ravipreet S. Sohi, and Ronald D. Hampton (1994), "Dual Diffusion: Analysis and Implications for Sales Force Management," Journal of Marketing Theory and Practice, Summer 1994, 2(3), 1-14.
  • Parthasarathy, Madhavan, Terri L. Rittenburg, and A. Dwayne Ball (1995), "A Re-evaluation of the Product Innovation-Decision Process: The Implications for Product Management," Journal of Product and Brand Management, 4 (4), 35-47.
  • Parthasarathy, Madhavan and Robert A. Mittelstaedt (1994), "Illegal Adoption of a New Product: A Model of Software Piracy Behavior," Advances in Consumer Research, 22, 693-698.

Peer Reviewed Published Conference Proceedings

  • Hazarika, Bidut, Jiban Khuntia, Madhavan Parthasarathy, and Jahangir Karimi (2015), “Differences in Utilitarian and Hedonic Apps Through Consumer Addiction and Frustration.” Institute for Operations Research and the Management Sciences, Philadelphia, PA. 2015.
  • Hazarika, Bidyut, Jiban Kuntia, Madhavan Parthasarathy and Jahangir Karimi (2015), “Technology Frustration and Consumer Valuation Shift for Mobile Apps,” Proceedings of the Americas Conference on Information Systems, Puerto Rico.
  • Hazarika, Bidyut, Jiban Kuntia, Madhavan Parthasarathy and Jahangir Karimi (2015), “Differences in Utilitarian and Hedonic Apps through Consumer Addiction and Frustration”, INFORMS, Philadelphia, 2015.
  • Kumra Rajeev, Anis Safiullah, and Madhavan Parthasarathy (2013), "Impact of Religious Iconography on Advertisement Effectiveness: Perspective of Majority and Minority Faith in India" paper no 195, 27 ANZAM (Australian New Zealand Association of Management) 2013, 4-6 Dec 2013 held at Hobart, Australia.
  • Kumra Rajeev, Madhavan Parthasarathy, and Swain Nimai, (2012) "Estimating Customer Self-Reliance for Viral Marketing", proceedings of the second International Marketing Conference (MARCON), held at and organized by IIM-Calcutta, India, 28-30 Dec 2012.
  • Sibona Christopher, Jon Brickley, Steve Walczak, and Madhavan Parthasarathy (2009), “Patient perceptions of electronic medical records,” proceedings of the 43rd Hawaii International Conference on System Sciences.
  • Terri L. Rittenburg, Sean R. Valentine, and Madhavan Parthasarathy (2006), “Ethical Implications of Target Market Selection Revisited” 31st Macromarketing Conference Proceedings.
  • Parthasarathy, Madhavan, Terri L. Rittenburg, and Robert A. Mittelstaedt (1995), "The Role of Diffusion of Innovations in Economic Development: A Theoretical Analysis," AMA Educators' Conference Proceedings, American Marketing Association, Chicago, IL. (A version of this paper was also presented at the 1998 Macromarketing conference).
  • Witte, Carl, Madhavan Parthasarathy, and James W. Gentry (1995), "Subliminal Perception and Persuasion: A Re-examination of the Basic Issues," AMA Educators' Conference Proceedings, American Marketing Association, Chicago, IL.
  • Parthasarathy, Madhavan, Robert A. Mittelstaedt, and Sunkyu Jun (1994), "Multiple Diffusion and Multi-Cultural Aggregate Social Systems," AMA Winter Educators' Conference Proceedings, American Marketing Association, Chicago, IL.
  • Parthasarathy, Madhavan, Terri L. Rittenburg, and A. Dwayne Ball (1994), "Product Adoption Behavior and the Theory of Reasoned Action: A Synthesis," AMA Winter Educators' Conference Proceedings, American Marketing Association, Chicago, IL.
  • Parthasarathy, Madhavan and Ronald D. Hampton (1994), "Optimum Retail Structure and Stage of Economic Development: A Reassessment," Academy of Marketing Science (AMS) Conference.
  • Subramanian, Suresh, Madhavan Parthasarathy, and Robert A. Mittelstaedt (1994), "Innovators and Imitators: Understanding the Nature of the Aggregative Adoption Process," Proceedings of the Nineteenth Annual Macromarketing Conference, Boulder, Colorado.
  • Parthasarathy, Madhavan and Ronald D. Hampton (1993), "The Role of Piracy in the Diffusion of a Software Product: A Propositional Framework," AMA Winter Educators' Conference Proceedings, American Marketing Association, Chicago, IL.
  • Parthasarathy, Madhavan, Robert A. Mittelstaedt, and Ronald D. Hampton (1993), "The Impact of Counterfeiting on Retailing: A Theoretical Analysis," Proceedings of the 1993 Retail Patronage Conference, Baton Rouge, Louisiana, Louisiana State University.
  • Rittenburg, Terri L. and Madhavan Parthasarathy (1993), "Implications of Target Market Selection: A Proposed Framework for Developing Strategies From a Macromarketing Perspective," Proceedings of the Eighteenth Annual Macromarketing Conference.
  • Grossbart, Sanford L. and Madhavan Parthasarathy (1993), "The Myth and Reality of the Global Village: Aggregating and Disaggregating Effects of Communication Technology," Proceedings of the Eighteenth Annual Macromarketing Conference.
  • Subramanian, Suresh and Madhavan Parthasarathy (1993), "Adoption Behavior and the Diffusion Process: A Macromarketing Approach," Proceedings of the Eighteenth Annual Macromarketing Conference.

Papers Under Review at Peer Reviewed Journals

  • Forlani, David, Madhavan Parthasarathy and Dawn Gregg, “Revisiting Music Piracy: Have Changing Social Norms Activated New Motives?” under review at Information Technology and People.
  • Parthasarathy, Madhavan, Jiban Khuntia, and Vicki Lane, “Impact of the Internet on Changing Consumer Values in India,” under review at the Journal of Global Information Management.
  • Parthasarathy, Madhavan and David Forlani, “Discontinuance of Channel Relationships: An Exploratory Study of Intra-national and Multi-national Firms,” under review at Journal of Business Marketing Management.
  • Gregg, Dawn and Madhavan Parthasarathy, “A Longitudinal Study of the Reputation and Survival of eBay Firms,” under review (revision requested) at Small Business Economics.

Working Papers in Process

  • Discontinuance of Innovations: Evidence From the Financial Services Industry, draft complete. Currently collecting data on the discontinuance of electric cars. Will be submitted to the Journal of Consumer Research, or Journal of the Academy of Marketing Science in early 2016.
  • Identifying Reasons for Customer Churn: An Exploratory Study, draft complete. Will be submitted to MIS Quarterly or a similar Information Systems journal by March/April 2016.
  • Conflict between brand values and consumer values: The impact on Consumer Brand Equity, with Vicki Lane and David Forlani, data collected, currently close to completion. Will be submitted to Psychology and Marketing.
  • Dual Categorization Model of Brand Extension Judgments, with Vicki Lane and David Forlani. Draft complete. Will be submitted to the Journal of Consumer Research.
  • A Time Based Analysis of Changing Consumer Values Across Three Continents, data collected.
  • Towards a Theory of Discontinuance in the Context of Durable Technological Products, data collected.
  • Contingencies for Consumer Evaluation Shift with Mobile Apps, with Bidyut Hazarika, Jiban Khuntia, and Jahangir Karimi. Working paper is available. To be submitted to Information Systems Research, around December 2015.
  • How Hedonic and Utilitarian Digital Products Compare in Consumer Evaluations in the APPs Market Place, with Bidyut Hazarika, Jiban Khuntia, and Jahangir Karimi. Working paper is available. Will be submitted to MIS Quarterly, around April/May 2016.
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