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

  • Inter-organizational relationships
  • Product form choice
  • Salesforce design and compensation
  • technology marketing in entrepreneurial ventures


PhD, University of Minnesota (Marketing), 1998

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

Mrinal Ghosh joined the Eller College of Management in 1998 after earning his PhD in Marketing from the University of Minnesota. His industry experience includes working as a marketing engineer for Thermax Limited and as a sales and service engineer for Tata Engineering and Locomotive. His research focuses on inter-organizational relationships, product form choice, sales force design and compensation and technology marketing in entrepreneurial ventures.


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


Marketing Strategy

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

Inter-Organizational Contracting/Relationships

  • “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, forthcoming (2011), Organization Science.
  • “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.

Sales Force Compensation Design

  • “The Incentive and Selection Roles of Sales Force Compensation Contracts,” Desmond Lo, Mrinal Ghosh, and Francine Lafontaine, forthcoming (August 2011), Journal of Marketing Research.
  • “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

  • “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.


Inter-Organizational Contracting/Relationships

  • “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).
  • “Restricted Rights in Technology License Contracts: An Investigation in International Markets,” (with Chae Un Lim and George John).
  • “Tackling Endogeneity in Marketing Strategy and Inter-Organizational Research:  A Critical Review,” (with Jon B. Sande).

Marketing Strategy

  • “Product Form Choice: Selling Systems versus Components in Industrial Markets,” (with Shantanu Dutta and Kellilynn M. Frias).
  • “A Theory of Quantity Commitment and Quantity Discounts in Marketing Channels,” (with Desmond Lo and Stephen Salant).
  • “Customer Addressability Advantage as a Strategic Asset,” (with Tirthankar Roy).
  • “Product-Form Strategies in High-Technology Entrepreneurial Markets,” (with Kellilynn M. Frias and Robert Lusch).

Sales Force Design

  • “Delegation and Pay-for-Performance: Evidence from Industrial Sales,” (with Francine Lafontaine and Desmond Lo).

Professional Associations

  • American Marketing Association
  • INFORMS College of Marketing
  • International Society of New Institutional Economics