Debanjan Mitra

Education/Professional Certification

• Ph.D., New York University of Pittsburgh
• P.G.D.M., Indian Institute of Management
• B.Tech., Indian Institute of Technology

Areas of Expertise

• Innovation, Quality, New Product Development
• Marketing Analytics
• Marketing Strategy
• Marketing and Regulations

Debanjan Mitra is Voya Financial Chair and Professor of Marketing at the University of Connecticut School of Business. His research interest encompasses (i) consumer perception processes and innovation, (ii) the development of organizational, product, and customer metrics and (iii) an evaluation of their short-term and long-term impact. He uses analytical and econometric methods to understand these effects over time and across organizations, product categories, and brands. Professor Mitra’s research has been published in the Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, Journal of Retailing, International Journal of Research in Marketing, Marketing Letters, and Harvard Business Review. He is recognized with numerous awards and recognition including Marketing Science Institute Scholar, American Marketing Association’s Varadarajan Award for Early Career Contributions to Marketing Strategy Research, Harold H. Maynard Best Paper Award, and Excellence in Global Marketing Research Award, Marketing Science Institute’s Robert D. Buzzell Award, Finalists of INFORMS’ John D. C. Little Award and Frank M. Bass Award, and as an Academy of Marketing Science’s Emerging Distinguished Scholar. Prof. Mitra’s research has obtained wide media coverage including The Wall Street Journal, The Financial Times, Business Week, Forbes, and CNN and he is currently Associate Editor of the Journal of Marketing. Prof. Mitra has consulted for many Fortune 500 firms and also been associated with several successful high-tech start-ups. He holds a Ph.D. in Business Administration (Marketing) and prior to obtaining his Ph.D., worked in various marketing positions at Coca Cola and Diageo. Professor Mitra currently teaches graduate level courses on “Customer Insights”, “Brand Management”, and “Marketing Analytics”, and PhD level courses on “Marketing Strategy Research” and “Multivariate Analysis”.

Featured Publications

• Du, Rex Yuxing, Oded Netzer, David A. Schweidel, and Debanjan Mitra (2021), “Capturing Marketing Information to Fuel Growth,” Journal of Marketing, 85 (1), 163–83.
• Yan Lu, Debanjan Mitra, David Musto, and Sugata Ray (2020), “Can Brands Circumvent Marketing Regulations? Exploiting Umbrella Branding in Financial Markets,” Marketing Science, 39(1), 71-91.
• Peter N. Golder, Debanjan Mitra, and Christine Moorman (2018), “Incorporating Customer-based Quality Considerations in Merger Analysis: Why, What, When, and How?” The Anti-Trust Bulletin, 63(2), 222-236.
• Shugan, Steven M. and Debanjan Mitra (2014), “A Theory for Market Growth or Decline”, Marketing Science, 33(1), 47-65.
• Golder, Peter N., Debanjan Mitra, and Christine Moorman (2012), “What is Quality? An Integrative Framework of Processes and States,” Journal of Marketing, lead article, 76 (July), 1-23.