Mrinal Ghosh

Eller Professor of Marketing

Mrinal Ghosh

McClelland Hall 320
1130 E. Helen St. 
P.O. Box 210108 
Tucson, Arizona 85721-0108

Areas of Expertise

  • Strategic alliances
  • Business models in technology and entrepreneurial ventures
  • Channels of distribution
  • Pricing issues in marketing channels and business marketing
  • Salesforce design and compensation
  • Marketing issues in Health Care


PhD, University of Minnesota (Marketing), 1998

B.Eng., University of Bombay (Mechanical Engineering), 1988

Professor Mrinal Ghosh joined the Eller College of Management in 2007.  He earned his PhD in Marketing from the University of Minnesota. Prior to joining the Eller College, he was a faculty at the Ross School of Business, University of Michigan – Ann Arbor.  His area of expertise includes Business Models in Technology and Entrepreneurial Ventures, Strategic Alliances, Managing Effective Inter-Organizational Relationships in Marketing Channels, Pricing Models in Technology and Business Markets, Salesforce Design and Compensation Issues, and Health Care Marketing.

Teaching Interests

  • Marketing Strategy
  • Management of Technology & Innovation
  • Business-to-Business Marketing
  • Marketing Channels
  • Health Care Marketing

Courses Taught at the Eller College

  • Undergraduate: Marketing Policies and Operations; Marketing Research; Principles of Marketing
  • Graduate: Marketing Strategy (MBA, MSM, and Evening MBA Programs); Market-Based Management (Executive MBA Program); Innovative Strategies in Health-Care Marketing (Masters in Health Care Management)
  • Doctoral: Inter-Organizational Relationships; Research Methods in Marketing

Selected Publications

  • “Media Coverage of Climate Change and Sustainable Product Consumption: Evidence from Hybrid Vehicle Market,” Yubo Chen, Mrinal Ghosh, Yong Liu, and Liang Zhao, Journal of Marketing Research, 2019, Vol. 56 (December), 995-1011.
  • “Reconciling Power and Efficiency Theories of Marketing Channel Governance,” Stephen Carson and Mrinal Ghosh, Journal of Marketing, 2019, 83 (4), 101-120.
  • “Endogeneity in Survey Research,” Sande, Jon B. and Mrinal Ghosh, International Journal of Research in Marketing, 2018, 35 (2), 185-204 (lead article).
  • “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, 2016, Vol. 32, No. 3, 508-544.
  • “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, 2012, Vol. 23, No. 5 (September-October), 1282-1297.
  • “The Incentive and Selection Roles of Sales Force Compensation Contracts,” Desmond Lo, Mrinal Ghosh, and Francine Lafontaine, Journal of Marketing Research, 2011, Vol. 43 (August), 781-798.
  • “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.
  • “Experimental Evidence for Agency Models of Salesforce Compensation,” Mrinal Ghosh and George John, Marketing Science, 2000, Vol. 19, No. 4, 348-365.
  • “Governance Value Analysis and Marketing Strategy,” Mrinal Ghosh and George John, Journal of Marketing, Vol. 63 (Special Issue 1999), 131-145.
  • “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.
  • “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, 2019.
  • “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, 2019.
  • “Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson,” Mrinal Ghosh and George John, in ISBM B2B Handbook, Chapter 4, Gary Lilien and Rajdeep Grewal (Eds.), 2012.
  • “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.

Current Research

  • “Money-Back Guarantees and Service Quality: The Marketing of In-Vitro Fertilization Services” (with Shan Yu and Madhu Viswanathan).
  • “The Product-Form Strategic Decision in the New Product Development Process: A Multi-Method Investigation” (with Kelli Frias, Narayan Janakiraman, Dale F. Duhan, and Robert Lusch).
  • “Delegation, Centralization, and Productivity in Industrial Salesforces” (with Desmond Lo, Zhen Tang, and Arti Gandhi).
  • “Governing Investments in Inter-Firm Collaborations: The Role of Contracts” (with Desmond Lo and Giorgio Zanarone).
  • “Product Form Strategy: Selling Systems versus Components in Industrial Markets” (with Kelli Frias and Shantanu Dutta).
  • “Governance Deviations, (Mis)-matched Decision Logics, and Exchange Performance: Evidence from Repeat Buyer-Supplier Interactions” (with Erik Mooi and Kersi Antia).
  • “A Problem-Solving Perspective to Customer Solutions: The Role of Cross-Understanding and Relational Contracting” (with Jon Bingen Sande and Kenneth Wathne).
  • “A Model of Digital Piracy in Vertically Differentiated Markets: Effects on Firm Strategy and Consumer Welfare” (with Yong Liu and Peng Wang).
  •  “Impact of Vertical Structure and Product Differentiation on Price Pass-through: An Analysis of the Retail Beer Market” (with Danny Martinez and Madhu Viswanathan).
  • “Marketing of Technology through Licensing Agreements: A Cross-National Investigation” (with Shan Yu, George John, and Chae Un Lim).
  •  “A Governance-Based Perspective on Bundling Equipment Sales and Technical Consulting Services in Industrial Markets” (with Sourav Ray and Tirthankar Roy).