Upender Subramanian

Upender Subramanian

Associate Professor - Management
Tags: Marketing

Professional Preparation

Ph.D. - Marketing
The Wharton School, University of Pennsylvania - 2009
Masters in Business Administration
Indian Institute of Management Bangalore, India - 2000
Bachelor of Technology - Electrical Engineering
Indian Institute of Technology Madras, India - 1998

Research Areas

Research Interests

 Competitive and Collaborative Strategies, Distribution Channel Arrangements, Game Theory


“Exclusive Tie-ups for Handsets in the Wireless Industry: A Competitive Analysis” with Jagmohan S. Raju, Z. John Zhang. Conditionally accepted in Marketing Science.   forthcoming - Publication
“Competitive Consequences of Using a Category Captain” with Jagmohan S. Raju, Sanjay K. Dhar, Yusong Wang in Management Science, October 2010. Paper can be downloaded here. 2010 - Publication


Assistant Professor
University of Texas at Dallas [2009–Present]

Sasken Communications, Bangalore, India [2001–2004]

Analog Devices, Bangalore, India [2000–2001]


Conference Presentations and Workshops
2018–2018 Customer Value-based Management: Competitive Implications, 2007, INFORMS Marketing Science Conference, Singapore. PhD Workshop in Theory Rich Marketing Modeling, 2007, Fuqua School of Business, Duke University, North Carolina (by invitation).

Additional Information

Grants and Honors

Fifth-year Doctoral Fellowship (Competitive at the school level), The Wharton School, University of Pennsylvania (2008-2009)

Four-year Doctoral Fellowship, The Wharton School, University of Pennsylvania (2004-2008)

Best Student in MBA Class, in the second term of the MBA program

Best Student in Electrical Engineering, in the third year of the B.Tech. program

Teaching Experience

TA, Pricing Policy (MBA, Executive MBA), Jagmohan S. Raju, 2005 - 2007 Spring.

TA, Pricing Policy (MBA, Executive MBA), Z. John Zhang, 2005 - 2007 Fall.

News Articles

Study: Daily Deal Websites Can Capitalize by Displaying Sales Numbers
Daily deal websites, such as Groupon and LivingSocial, have emerged as a popular way for small local merchants to conduct online promotions, but unlike other online and offline discount sources, they continually track and display the number of deals sold. 
Dr. Upender Subramanian
, assistant professor of marketing, and Dr. Ram C. Rao, Founders Professor, developed a theoretical model that considers the strategic interaction between a daily deal website, a merchant and consumers. 
Study Reveals Key Way for Suppliers, Stores to Build Strong Trust
In many marketplaces, customers rely on their service providers or suppliers to help them make purchase decisions. But when there is a potential conflict of interest, the best way for a supplier to earn a customer’s trust is to share information rather than offer advice or accept delegated authority.

New research by a team at the Naveen Jindal School of Management suggests that this more hands-off approach builds the most trustworthy relationships.