B Murthi

B Murthi

Professor - Management
B.Murthi's Webpage
Tags: Marketing

Professional Preparation

Ph.D. - Marketing
Carnegie-Mellon University - 1993
M.S. - Marketing
Carnegie-Mellon University - 1990
MBA - Marketing
Indian Institute of Management - 1981
B.Tech. - Chemical Engineering
Indian Institute of Technology - 1979

Research Areas

Research Interests

Consumer evaluation behavior, Choice models, marketing efficiency, consumer promotions, long term equilibrium effects


Maximizing Revenue Through Two-Dimensional Shelf Space Allocation” with C. Sriskandarajah, Milind Dawande and Neil Geismar, accepted for publication in Production and Operations Management, 24, (7), 1148-1163, July 2015. 2015 - Publication
A Descriptive Analysis of Publications in Marketing Science over its History,” with Ram C. Rao and Brian Ratchford, forthcoming Marketing Science, 2015. 2015 - Publication
“Note on Shift in Demand for Music: Online Music Piracy, Physical Music Sales, and Digital Music Sales” with Byungwan Koh and Srinivasan Raghunathan, accepted for publication in Journal of Organizational Computing and Electronic Commerce, 2014. 2014 - Publication
"An Empirical Analysis of Strategic Groups in the Airline Industry Usinf Latent Class Regressions ," B.P.S. Murthi with Abdul Rasheed and Irene Goll, Managerial Decision and Economics, 34(2): 59-73 March 2013  2013 - Publication
Developing a Measure of Risk Adjusted Revenue (RAR) in Credit Cards Market: Implications for Customer Relationship Management” with Shweta Singh and Erin Steffes, European Journal of Operational Research, 224 (2) 425-434, January 2013. 2013 - Publication
“Evaluating the Effect of Affinity Card Programs on Customer Profitability Using Propensity Score Matching,” with Bakhtiari Ali and Erin Steffes, Journal of Interactive Marketing, 27 (2), 83-97, May 2013 2013 - Publication
"Price Awareness and Consumers' Use of Deals in Brand Choice ," B.P.S. Murthi with Ram C. Rao, Journal of Retailing , Volume 88, No 1, 2012, 34-46 2012 - Publication
"Why are some Modes of Acquisition more Profitable? A Study of the Credit Card Industry ," B.P.S. Murthi with Erin Steffes and Ram C. Rao, Journal of Financial Services Marketing , Volume 16, No 2, September 2011, 90-100 2011 - Publication


Visiting Associate Professor
Chonnam University, South Korea [2008–2018]
Visiting Associate Professor
Washington University in St. Louis [2006–2006]
Visiting Associate Professor
INSEAD, Singapore [2005–2005]
Visiting Faculty
Indian School of Business [2002–2002]
Sales Manager
Grindwell Norton, India [1981–1988]


Co-Promotions: An Equilibrium Theory of Product Differentiation
2001–2001 with Niladri Syam and Ram C. Rao at Marketing Science Conference in Wiesbaden, Germany
Simulated Moments Estimation of a Structural Discrete/Continuous Choice Model
1999–1999 with Surendra Rajiv and K. Srinivasan, presented at INFORMS conference in Philadelphia
Price Awareness and Consumers Use of Deals in Brand Choice
2001–2001 with Ram C. Rao
When Old is Gold : The Role of Business Longevity
1999–1999 with Preyas Desai and Ajay Kalra, presented at Marketing Science Conference at Syracuse University
Costs and Benefits of Product Pre-announcement
2002–2002 with Preyas Desai and Kannan Srinivasan, presented at Marketing Science Conference in Edmonton, Canada.

Additional Information

Teaching Recognition
  • Was awarded the Best Teacher of the year award from the School of Management in Summer 1996
  • Was voted best teacher of their program by the first batch of Cohort MBA students and presented a memento at their graduation ceremony in 1997
  • Was voted one of the four best teachers of their program by the second batch of Cohort MBA students and presented a memento at their graduation ceremony in 1998
Service to the University

1.     UTD Administrative duties

a. Faculty Student advisor, Undergraduate Office, Spring 1996

2.     Schoolof ManagementCommittees

a.   Member, Masters Program Committee, Spring 1996

b.     Member, Masters Admissions Sub-Committee, Spring 1996

c.      Member, Marketing Faculty Search Committee, 1994-1999

d.     Chair, Marketing Search Committee, 2000-2003, 2005-2008

e.      Member, Undergraduate Program Committee, 1994, 1995, 1997, 1998

f.      Area Coordinator, Marketing area, Fall 1999-2005

g.     Chair, Teaching Committee, Fall 1999- 2003

h.     Member, SOM Academic Policy and Planning Committee, Fall 1999- 2001

i.       Member, Executive Education Committee, Fall 1999, 2001

j.       Member, AACSB Faculty Composition and Development Committee, Fall 2000

k.     Chair, Texas Universities Marketing Consortium, 2000

3.     University Committees

a.      Member, Committee on Parking and Security 1995-97

b.     Member, Committee of Student Fees, 1997

c.      Member, Undergraduate Core Curriculum Committee, 1998

d.     Member, Facilities Committee, 1999

e.      Member, Committee on Committees, Senate 2002, 2003

f.      Chair, Senate Committee on Effective Teaching

4.     Service contributions external to the University

a.      Editorial board member for

Journal of Interactive Marketing

Review of Marketing Science

b.     Ad-hoc reviewer for

Marketing Science

Journal of Marketing Research

Journal of Business Economics and Statistics

Management Science

International Journal of Marketing Research

Academyof ManagementReview

European Journal of Operational Research

Journal of Interactive Marketing

c.      Appointed as Editor of newsletter published by INFORMS Society for Marketing Science. Am responsible for bringing out the Fall 2007 - Fall 2009 issues.

d.     Appointed as Cluster Chair for Marketing for INFORMS Fall Meetings in Washington DC October 12-15, 2008. The responsibility of the Cluster chair is to organize all the tracks in the Marketing area at the INFORMS meetings.

e.      President of the “E-Business” section of INFORMS. This e-Business section was set up with the goal of providing focus for INFORMS members' research, teaching, and outreach activities in e-Commerce and eBusiness, and to enhance the society’s visibility in this field. 

Organized a successful Marketing Science conference at UTD with 16 papers being presented over 3 days from February 11-13. Sixty six people attended the conference and the theme of the conference was “UTD Frontiers of Research in Marketing Science (UTD-FORMS).” This conference was funded by INFORMS Society for Marketing Science and The Morris Hite Center in the School of Management.

Honors and Awards
  •  SMJ paper with Orlando Richard got $500 for the best paper presented at the Academy of management conference in 2005.
  •  Carnegie Mellon University candidate to the Marketing Doctoral Consortium (1993), American Marketing Association Meeting, Michigan State University, East Lansing, Michigan
  •  William Larimer Mellon Doctoral Fellowship, Carnegie Mellon University, 1988-1993
  •  National Talent Search Scholarship, India, 1979


1. Chair or Co-chair of Dissertation Committees for
Hurrem Yilmaz, 2003, Co-Promotions : The Effect Of Usage Situation Schema Structure On Coupon Usage Zhang He, 2004, The Effect Of Price Variability On Consumer's Purchase Incidence, Brand Choice And Quantity Choice Decisions Erin Steffes, 2005, Establishing The Link Between Relationship Marketing, Customer Profitability And Customer Lifetime Howard Dover, 2008, The Development of a Multiple Service Customer Lifetime Value Model Shweta Singh, 2008, Towards Greater Consumer Efficiency
2. Served or serving on the Dissertation Committees of the following PhD students
Byungwan Koh Manish Gangwar Graduated 2009 Joan Yu Marina Girju Jungseek Kim Graduated 2009 Pelin Atahan Graduated 2009 Gokcen Arkali Graduated 2009 Ibrahim Mescioglu Graduated 2008 Dongling Huang Graduated 2007 Anand Krishnamoorthy Graduated 2004 Taesun Kim Graduated 2005 Victoria Gylys Graduated 2000 Jorge Pena-Davila Graduated 2000 Tarun Dewan Graduated in December 1999 Chris Myers Graduated in December 1999 Niladri Syam Graduated in July 1998 Sarathi Roy Graduated in May 1997 Nagasimha Kanagal Graduated in July 1997 Chris Cheung Graduated in May 1996 Sang Ook Bae Graduated in May 1996