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Vijay Mahajan


Department:     Marketing

Additional Titles:     John P. Harbin Centennial Chair in Business

Industry Areas:     Marketing Strategy

Research Areas:     Marketing Strategy, Product Diffusion, Research Methodology

Vijay Mahajan headshot


Vijay Mahajan holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, University of Texas at Austin. He has received numerous lifetime achievement awards including the American Marketing Association (AMA) Charles Coolidge Parlin Award for visionary leadership in scientific marketing. The AMA also instituted the Vijay Mahajan Award in 2000 for career contributions to marketing strategy. In 2006, he received the Distinguished Alumnus Award from the Indian Institute of Technology (Kanpur) for his contributions to management research. He served as the dean of the Indian School of Business, Hyderabad, from 2002-2004. He served as the Associate Dean for Research for the McCombs School of Business , University of Texas at Austin , from 1991-1994.He served on the World Economic Forum Global Agenda Council for The Arab World from 2012-2014. He was elected Fellow of the American Marketing Association in 2020.

Professor Mahajan is author or editor of fourteen books including his recent 2022 book, Digital Leapfrogs: How Technology is Reshaping Consumer Markets in India. These books have been translated into twelve languages. His book, The 86% Solution, received the Book-of-the-Year award (Berry-American Marketing association) in 2007 and Convergence Marketing and Africa Rising were among the finalists for the same award in 2003 and 2010 respectively. Professor Mahajan has been invited by The World Bank , several Think Tanks and more than 120 universities and research institutions worldwide for research presentations. He has also been the editor of the Journal of Marketing Research. Winner of several best paper awards, he has also served on the editorial review boards of Journal of Marketing, Journal of Marketing Research, Marketing Science, and Journal of Consumer Research. Professor Mahajan has consulted with various Fortune 500 companies and has delivered executive development programs worldwide. His research has been reported and reviewed in dozens of media outlets in many countries including CBS ,BBC ,NPR, Wall Street Journal, NY Times , Washington Post . LA Times , Financial Times UK, Economist , Harvard Business Review , Time magazine, Knowledge@Wharton, Advertising Age, Fast Company, Shanghai Daily, Ode , Inc., Economic Times India, Indian Management magazine, IndiaNow (India Brand Equity Foundation/Ministry of Commerce and Industry) , Livemint (India) , Austin-American Statesman, Hindu Business Line , Jeune Afrique France, African Business UK, Gulf News , Asharq Alawsat UK, Chosunilbo South Korea ,Absatzwirtschaft Germany, LaPresse Canada, Lactualite Canada, The Island Sri Lanka, Lider Crotia, MS Marketing Srbija Serbia, Management Today UK , Domus Italy , Business Day South Africa, Politiken Denmark , The Nation UAE, Kitaab Singapore.

Mahajan received B.Tech in Chemical Engineering from the Indian Institute of Technology at Kanpur, his M.S. in Chemical Engineering and Ph.D in Management from the University of Texas at Austin.


'21, '96

McCombs Award for Research Excellence



Fellow, American Marketing Association 


Berry-AMA Book of the Year Award ( The 86% Solution ), American Marketing Association


Distinguished Alumnus Award, Indian Institute of Technology (Kanpur)


The Gilbert Churchill Award for lifetime achievement in marketing research, American Marketing Association


The Charles Coolidge Parlin Award for lifetime contribution to marketing, American Marketing Association and Wharton School 


Vijay Mahajan. 2022. Digital Leapfrogs: How Technology is Reshaping Consumer Markets in India, HarperCollins Publishers.

 Vijay Mahajan. 2022. "An Incomplete Professional Travelogue of An Accidental Marketing Professor" Foundations and Trends in Marketing, 16 (1-2), 169-174

Haris Krijestorac, Rajiv Garg, Vijay Mahajan, and Frenkel Ter Hofstede. 2020. Cross-Platform Spillover Effects in Consumption of Viral Content: A Quasi-Experimental Analysis Using Synthetic Controls. Information Systems Research 31(2), 449-472.

Liu, Zhuping, Jason Duan, and Vijay Mahajan. 2020. Dynamics and Peer Effects of Brand Revenue in College Sports. International Journal of Research in Marketing 37(4), 756-771.

Vijay Mahajan. 2020. How Indian Companies are Using Technology to Reach New Consumers. Harvard Business Review Digital Articles Oct. 15.

Birendra K. Mishra, Ashutosh Prasad, and Vijay Mahajan. 2020. Imperfect Quality Certification in Lemons Markets. Theoretical Economics Letters 10(6), 1260-1275.

Richard Schaefer, Raghunath S Rao, and Vijay Mahajan. 2018. Marketing Self-Improvement Programs for Self-Signaling Consumers. Marketing Science 37(6), 912-929.

Pravin Nath and Vijay Mahajan. 2017. Shedding Light on the CMO Revolving Door: A Study of the Antecedents of Chief Marketing Officer Turnover. Journal of the Academy of Marketing Science 45(1), 93-118.

Jacob Brower, Saim Kashmiri, and Vijay Mahajan. 2017. Signaling Virtue: Does Firm Corporate Social Performance Trajectory Moderate the Social Performance-Financial Performance Relationship? Journal of Business Research 81, 86-95.

Ashutosh Prasad, R Venkatesh, and Vijay Mahajan. 2017. Temporal Product Bundling with Myopic and Strategic Consumers: Manifestations and Relative Effectiveness. Quantitative Marketing and Economics 15(4), 341-368.

Sandeep Arora, Frenkel Ter Hofstede, and Vijay Mahajan. 2017. The Implications of Offering Free Versions for the Performance of Paid Mobile Apps. Journal of Marketing 81(6), 62-78.

Saim Kashmiri and Vijay Mahajan. 2017. Values That Shape Marketing Decisions: Influence of CEOs' Political Ideologies on Innovation Propensity, Shareholder Value, and Risk. Journal of Marketing Research 54(2), 260-278.

Vijay Mahajan. 2016. Rise of Rural Consumers in Developing Countries: Harvesting 3 Billion Aspirations. New Delhi, India: Sage.

Ashutosh Prasad, R. Venkatesh, and Vijay Mahajan. 2015. Product Bundling or Reserved Product Pricing? Price Discrimination with Myopic and Strategic Consumers. International Journal of Research in Marketing 32(1), 1-8.

Saim Kashmiri and Vijay Mahajan. 2015. The Name's the Game: Does Marketing Impact the Value of Corporate Name Changes? Journal of Business Research 68(2), 281-290.

Saim Kashmiri and Vijay Mahajan. 2014. A Rose by Any Other Name: Are Family Firms Named After Their Founding Families Rewarded More for Their New Product Introductions? Journal of Business Ethics 124(1), 81-99.

Saim Kashmiri and Vijay Mahajan. 2014. Beating the Recession Blues: Exploring the Link Between Family Ownership, Strategic Marketing Behavior and Firm Performance During Recessions. International Journal of Research in Marketing 31(1), 78-93.

Vijay Mahajan and R. Venkatesh. 2014. Tasting the Tea after a 15-year Brew: Editorial Reflections on the 1995-1997 Years. Journal of Marketing Research 51(1), 120-126.

Jacob Brower and Vijay Mahajan. 2013. Driven to Be Good: A Stakeholder Theory Perspective on the Drivers of Corporate Social Performance. Journal of Business Ethics 117(2), 313-331.

Vijay Mahajan. 2013. Understanding the Arab Consumer. Harvard Business Review 91(5), 128-133.

Vijay Mahajan. 2012. The Arab World Unbound: Tapping Into The Power of 350 Million Consumers. Wiley, Jossey, Bass.

Pravin Nath and Vijay Mahajan. 2011. Marketing in the C-Suite: A Study of Chief Marketing Officer Power in Firms' Top Management Teams. Journal of Marketing 75(1), 60-77.

Renana Peres, Eitan Muller, and Vijay Mahajan. 2010. Innovation Diffusion and New Product Growth Models: A Critical Review and Research Directions. International Journal of Research in Marketing 27(2), 91-106.

Ashutesh Prasad, R. Venkatesh, and Vijay Mahajan. 2010. Optimal Bundling of Technological Products with Network Externality. Management Science 56, 2224 - 2236.

Vijay Mahajan and Saim Kashmiri. 2010. What's in a name?: An analysis of the strategic behavior of family firms. International Journal of Research in Marketing 27(3), 271-280.

Vijay Mahajan. 2009. Africa Rising. Wharton School Publishing.

Alina M. Chircu and Vijay Mahajan. 2009. PERSPECTIVE: Revisiting the Digital Divide: An Analysis of Mobile Technology Depth and Service Breadth in the BRIC Countries. Journal of Product Innovation Management 26, 455-466.

Nath, Pravin and Vijay Mahajan. 2008. Chief Marketing Officers: A Study of Their Presence in Firms' Top Management Teams. Journal of Marketing 72, 65-81.

Vijay Mahajan. 2007. The Wealth of African Nations. Harvard Business Review 85, 22.

Vijay Mahajan and Wind, Yoram (Jerry). 2006. Capturing the Ricochet Economy. Harvard Business Review 84, 25-26.

Alina M. Chircu and Vijay Mahajan. 2006. Managing Electronic Commerce Transaction Costs for Customer Value. Decision Support Systems 42, 2, 898-914.

Venkatesh, R., Pradeep Chintagunta, and Vijay Mahajan. 2006. Sole Entrant, Co-opter or Component Supplier: Optimal End Product Strategies of Proprietary Component Brands. Management Science 52, 613-22.

Vijay Mahajan and Kamini Banga. 2006. The 86% Opportunity: How to Succeed in the Biggest Market Opportunity of the Next 50 Years. Philadelphia, PA: Wharton School Publishing.

Vijay Mahajan and Banga, Kamini. 2005. THE 86 PER CENT SOLUTION. European Business Forum, 36-40.

Vijay Mahajan. 2005. The Incomplete Autobiography of an Immigrant Marketing Professor. Journal of Marketing 69, 169-173.

Vijay Mahajan, A. Prasad, and Bart Bronnenberg. 2004. Product Entry Timing in Dual Distribution Channels: The Case of the Movie Industry. Review of Marketing Science.

Ernan Haruvy, Vijay Mahajan, and Ashutosh Prasad. 2004. The Effect of Piracy on the Market Penetration of Subscription Software. Journal of Business 77, S81-107.

Herrmann, Andreas, Vijay Mahajan, and Rene Algesheimer. 2004. Unternehmenserfolg Durch E-Business, Grundmodell, Empirische Befunde Und Lmplikationen. Journal fuer Betriebswirtschaft, 140-157.

Yuhong Wu, Sridhar Balasubramanian, and Vijay Mahajan. 2004. When Is a Preannounced New Product Likely to Be Delayed? Journal of Marketing 68.

Ashutosh Prasad, Vijay Mahajan, and Bart Bronnenberg. 2003. Advertising Versus Pay-Per-View in Electronic Media. International Journal of Research in Marketing 20, 13-30.

Fang Wu, Vijay Mahajan, and Sridhar Balasubramanian. 2003. An Analysis of E-Business Adoption and its Impact on Business Performance. Journal of the Academy of Marketing Science 31, 426-447.

Thomas A. Burnham, Judy Frels, and Vijay Mahajan. 2003. Consumer Switching Costs: A Typology, Antecedents and Consequences. Journal of the Academy of Marketing Science 1, 109-127.

Vijay Mahajan. 2003. The 86% Opportunity. The Smart Manager 1, 17-25.

Zhimin Huang, Susan X. Li, and Vijay Mahajan. 2002. An Analysis of Manufacturer-Retailer Supply Chain Coordination in Cooperative Advertising. Decision Sciences 33, 469-493.

Yoram Wind and Vijay Mahajan. 2002. Convergence Marketing. Journal of Interactive Marketing 16, 64-79.

Yoram Wind, Vijay Mahajan, and Robert Gunther. 2002. Convergence Marketing - Strategies for Reaching the New Hybrid Consumer. Upper Saddle River, NJ: Prentice Hall, Inc.

Vijay Mahajan and Yoram Wind. 2002. Got Emotional Product Positioning? Marketing Management 11, 36-41.

Shantanu Bhattacharya, Vish Krishnan, and Vijay Mahajan. 2002. Operationalizing Technology Improvements in Product Development Decision Making. European Journal of Operations Research 149, 102-130.

Yoram Wind, Vijay Mahajan, and Robert Gunther. 2002. The Consumer is King. European Business Forum 9, 12-13.

Vijay Mahajan, Raji Srinivasan, and Yoram Wind. 2002. The Dot-Com Retail Failures of 2000: Were There Any Winners?. Journal of the Academy of Marketing Science 30, 474-486.

Yoram Wind and Vijay Mahajan, eds. 2001. Digital Marketing. NY: Wiley and Sons, Inc.

Vijay Mahajan. 2001. New Product Diffusion Models: Empirical Support for Diffusion Patterns and Implications for Pre-Launch and Post-Launch New Product Strategic Decisions, in Mathematics and Applications to Industry, S.K. Malik, ed. New Delhi: Indian National Science Academy, 141-165.

Yoram Wind and Vijay Mahajan. 2001. The Challenge of Digital Marketing, in Digital Marketing, Yoram Wind and Vijay Mahajan, eds. NY: John Wiley & Sons, 3-25.

Sridhar Balasubramanian and Vijay Mahajan. 2001. The Economic Leverage of the Virtual Community. International Journal of Electronic Commerce 5, 103-138.

Shikhar Sarin and Vijay Mahajan. 2001. The Effect of Reward Structures on the Performance of Cross-Functional Product Development Teams. Journal of Marketing 65, 35-53.

Bart J. Bronnenberg and Vijay Mahajan. 2001. Unobserved Retailer Behavior in Multi-Market Data: Joint Spatial Dependence in Marketing Shares and Promotion Variables. Marketing Science 20, 284-299.

Ramaswamy Venkatesh, Vijay Mahajan, and Eitan Muller. 2000. Dynamic Co-Marketing Alliances: When and Why Do They Succeed or Fail? International Journal of Research in Marketing 17, 3-31.

Vijay Mahajan and Ramaswamy Venkatesh. 2000. Marketing Modeling for E-Business. International Journal of Research in Marketing 17, 215-226.

Vijay Mahajan, Eitan Muller, and Yoram Wind, eds. 2000. New-Product Diffusion Models. Boston, MA: Kluwer Academic Publishers.

Vijay Mahajan, Eitan Muller, and Yoram Wind. 2000. New-Product Diffusion Models: From Theory to Practice, in New-Product Diffusion Models, V. Mahajan, E. Muller, Y. Wind, ed. Boston, MA: Kluwer Academic Publishers, 3-24.

Bart J. Bronnenberg, Vijay Mahajan, and Wilfried R. Vanhonacker. 2000. The Emergence of Market Structure in New Repeat-Purchase Categories: The Interplay of Market Share and Retailer Distribution. Journal of Marketing Research 37, 16-31.

Vijay Mahajan, Marcos V. Pratini de Moraes, and Yoram Wind. 2000. The Invisible Global Market: Strategies for Reaching the Forgotten 86 Percent of the World. Marketing Management 9, 31-35.

Wubker, Georg and Vijay Mahajan. 1999. A Conjoint Analysis Based Procedure to Measure Reservation Price and to Optimally Price Product Bundles, in Optimal Bundling, Ralph Furderer, Andreas Herrman, and Georg Wubker, eds. Springer Verlag, 157-174.

Georg Wubker, Vijay Mahajan, and Manjit Yadav. 1999. Buyer's Evaluations of Mixed Bundling Strategies in Price-Promoted Markets, in Optimal Bundling, Ralph Furderer, Andreas Herrman, and Georg Wubker, eds. Springer Verlag, 195-208.

Vijay Mahajan and Yoram Wind. 1999. Rx for Marketing Research. Marketing Research 11, 7-13.

Shantanu Bhattacharya, Vish Krishnan, and Vijay Mahajan. 1998. Managing New Product Definition in a Highly Dynamic Environment. Management Science 44, S50-S64.

Kalpesh K. Desai and Vijay Mahajan. 1998. Strategic Role of Affect-Based Attitudes in the Acquisition, Development, and Retention of Customers. Journal of Business Research 42, 309-324.

Vijay Mahajan and Eitan Muller. 1998. When is it Worthwhile Targeting the Majority Instead of the Innovators in a New Product Launch? Journal of Marketing Research 35, 488-495.

Moshe Givon, Vijay Mahajan, and Eitan Muller. 1997. Assessing the Relationship Between the User-Based Market Share and Unit Sales-Based Market Share for Pirated Software Brands in Competitive Markets. Technological Forecasting and Social Change 55, 131-144.

Yoram Wind and Vijay Mahajan. 1997. Issues and Opportunities in New Product Development. Journal of Marketing Research 34, 1-12.

Ramaswamy Venkatesh and Vijay Mahajan. 1997. Products with Branded Components: An Approach for Premium Pricing and Partner Selection. Marketing Science 16, 146-165.

Vijay Mahajan and Eitan Muller. 1996. Timing, Diffusion and Substitution of Successive Generations of Technological Innovations: The IBM Mainframe Case. Technological Forecasting and Social Change 51, 109-132.

Dipak Jain, Vijay Mahajan, and Eitan Muller. 1995. An Approach for Determining Optimal Product Sampling for the Diffusion of a New Product. Journal of Product Innovation Management 12, 124-135.

Namwoon Kim, Vijay Mahajan, and Rajendra K. Srivastava. 1995. Determining the Going Market Value of a Business in an Emerging Information Technology Industry: The Case of the Cellular Communication Industry. Technological Forecasting and Social Change 49, 257-279.

Changning Zhang and Vijay Mahajan. 1995. Development of Optimal Salesforce Compensation Plans for Independent, Complementary and Substitutable Products. International Journal of Research in Marketing 12, 355-363.

Vijay Mahajan, Eitan Muller, and Frank M. Bass. 1995. Diffusion of New Products: Empirical Generalizations and Managerial Uses. Marketing Science 14, 979-989.

Sukumar Rathnam, Vijay Mahajan, and Andrew B. Whinston. 1995. Facilitating Coordination in Customer Support Teams: A Framework and Its Implications for the Design of Information Technology. Management Science 41, 1900-1921.

Abraham Charnes, Z. Huang, and Vijay Mahajan. 1995. Franchising Coordination with Brand Name Considerations, in Research in Marketing, J. Sheth and A. Parvatiyar, eds. Greenwich, CT: JAI Press, Inc, 1-47.

Moshe Givon, Vijay Mahajan, and Eitan Muller. 1995. Software Piracy: Estimation of Lost Sales and the Impact on Software Diffusion. Journal of Marketing 59, 29-37.

S. Kalish, Vijay Mahajan, and Eitan Muller. 1995. Waterfall and Sprinkler New Product Strategies in Competitive Global Markets. International Journal of Research in Marketing 12, 105-119.

Vijay Mahajan and Vithala Rao. 1994. An Approach to Assess the Importance of Brand Equity in Acquisition Decisions. Journal of Product Innovation Management 11, 221-235.

Rajendra K. Srivastava, Vijay Mahajan, and Vithala Rao. 1994. An Approach to Assess the Importance of Brand Equity in Acquisition Decisions. Journal of Product Innovation Management 11, 221-235.

Vijay Mahajan and Eitan Muller. 1994. Innovation Diffusion in a Borderless Global Market: Will the 1992 Unification of the European Community Accelerate Diffusion of New Ideas, Products and Technologies. Technological Forecasting and Social Change 45, 221-235.

Vijay Mahajan. 1994. New Product Diffusion Models: Some Reflections on Their Practical Utility and Applications, in Research Traditions in Marketing, Gilles Laurent, Gary Lilien and Bernard Pras, eds. Kluwer, 227-229.

Ramaswamy Venkatesh and Vijay Mahajan. 1993. A Probabilistic Approach to Pricing a Bundle of Products or Services. Journal of Marketing Research 30, 494-508.

Vijay Mahajan, Subhash Sharma, and Robert D. Buzzell. 1993. Assessing the Impact of Competitive Entry on Market Expansion and Incumbent Sales. Journal of Marketing 57, 39-52.

Vijay Mahajan, Eitan Muller, and Frank M. Bass. 1993. New Product Diffusion Models, in OR/MS Handbook in Marketing, Josh Eliashberg and Gary Lilien, eds. NY: Elsevier, 349-408.

Vijay Mahajan and Yoram Wind. 1992. New Product Models: Practice, Shortcomings and Desired Improvements. Journal of Product Innovation Management 9, 128-139.

Vijay Mahajan, Subhar Sharma, and Richard Netemeyer. 1992. Should We Expect the Baldrige Award to Predict a Company's Financial Success: Lessons from Financial Performance of Excellent Firms. Technological Forecasting and Social Change 42, 325-334.

Vithala R. Rao, Vijay Mahajan, and N.P. Varaiya. 1991. A Balance Model for Evaluating Firms for Acquisition. Management Science 37, 331-349.

Rajeev Kohli and Vijay Mahajan. 1991. A Reservation-Price Model for Optimal Pricing of Multi-Attribute Products in Conjoint Analysis. Journal of Marketing Research 28, 347-354.

Dipak Jain, Vijay Mahajan, and Eitan Muller. 1991. Innovation Diffusion in the Presence of Supply Restrictions. Marketing Science 10, 83-90.

Joel H. Steckel, Wayne S. DeSarbo, and Vijay Mahajan. 1991. On the Creation of Acceptable Conjoint Analysis Experimental Designs. Decision Sciences 22, 435-442.

Vijay Mahajan and Eitan Muller. 1991. Pricing and Diffusion of Primary and Contingent Products. Technological Forecasting and Social Change 39, 291-308.

Roger A. Kerin, Vijay Mahajan, and Rajan Varadarajan. 1990. Contemporary Perspectives for Strategic Market Planning Practices. Boston, MA: Allyn and Bacon.

Vijay Mahajan, Eitan Muller, and Rajendra K. Srivastava. 1990. Determination of Adopter Categories Using Innovation Diffusion Models. Journal of Marketing Research 27, 37-50.

C. Fershtman, Vijay Mahajan, and Eitan Muller. 1990. Market Share Pioneering Advantage: A Theoretical Approach. Management Science 36, 900-918.

Vijay Mahajan, Eitan Muller, and Frank M. Bass. 1990. New Product Diffusion Models in Marketing: A Review and Directions for Research. Journal of Marketing 54, 1-26.

R. Bettis and Vijay Mahajan. 1990. Risk Analysis in Corporate Performance Measurement, in Strategy and Measurement, R. Bettis and H. Thomas, eds. Greenwich, CT: JAI Press, 83-110.

Vijay Mahajan and Yoram Wind. 1989. Market Discontinuities and Strategic Market Planning: A Research Agenda. Technological Forecasting and Social Change 36, 185-200.

C.J. Easingwood and Vijay Mahajan. 1989. Positioning of Financial Services for Competitive Advantage. Journal of Product Innovation Management 6, 207-219.

Radha Chaganti, Rajeswararao Chaganti, and Vijay Mahajan. 1989. Profitable Small Business Strategies Under Different Types of Competition. Entrepreneurship: Theory and Practice 13, 21-35.

Vijay Mahajan, Subhash Sharma, and Roger A. Kerin. 1988. Assessing Market Penetration Opportunities and Saturation Potential for Multi-Store, Multi-Market Retailers. Journal of Retailing 64, 315-333.

Vijay Mahajan and Yoram Wind. 1988. Business Synergy Does Not Always Pay Off. Long Range Planning 21, 59-65.

Yoram Wind and Vijay Mahajan. 1988. New Product Development Process: A Perspective for Reexamination. Journal of Product Innovation Management 5, 304-310.

Vijay Mahajan and Yoram Wind. 1988. New Product Forecasting: Directions for Research and Implementation. International Journal of Forecasting 4, 341-358.

Vijay Mahajan, Subhash Sharma, and Richard A. Bettis. 1988. The Adoption of the M-Form Organizational Structure: A Test of Imitation Hypothesis. Management Science 34, 1188-1201.

Yoram Wind and Vijay Mahajan. 1987. Marketing Hype: A New Perspective for New Product Research and Introduction. Journal of Product Innovation Management 4, 43-49.

Vijay Mahajan, Rajan Varadarajan, and Roger A. Kerin. 1987. Metamorphosis in Strategic Market Planning, in Emerging Issues in Marketing Management, J. Sheth and G.L. Frazier, eds. Lexington, MA: Lexington Books, 67-110.

Vijay Mahajan and Subhash Sharma. 1986. A Simple Algebraic Estimation Procedure for Innovation Diffusion Models of New Product Acceptance. Technological Forecasting and Social Change 30, 331-345.

Vijay Mahajan and Eitan Muller. 1986. Advertising Pulsing Policies for Generating Awareness for New Products. Marketing Science 110, 89-106.

Vijay Mahajan, C.H. Mason, and V. Srinivasan. 1986. An Empirical Comparison of Estimation Procedures for Innovation Diffusion Models of New Product Acceptance, in Innovation Diffusion Models of New Product Acceptance, V. Majahan and Y. Wind, eds. Cambridge, MA: Ballinger Publishing Co, 203-232.

Vijay Mahajan and Yoram Wind, eds. 1986. Innovation Diffusion Models of New Product Acceptance. Cambridge, MA: Ballinger Publishing Co.

Vijay Mahajan and Yoram Wind. 1986. Innovation Diffusion Models of New Product Acceptance: A Reexamination, in Innovation Diffusion Models of New Product Acceptance, V. Mahajan and Y. Wind, eds. Cambridge, MA: Ballinger Publishing Co, 3-25.

Rajendra K. Srivastava, Vijay Mahajan, Sridhar N. Ramaswami, and Joseph Cherian. 1985. A Multi-Attribute Diffusion Model for Forecasting the Adoption of Investment Alternatives for Consumers. Technological Forecasting and Social Change 28, 325-333.

Vijay Mahajan, Subhash Sharma, and D. Srinivas. 1985. An Application of Portfolio Analysis for Identifying Attractive Retail Locations. Journal of Retailing 61, 19-34.

Vijay Mahajan, Subhash Sharma, and Yoram Wind. 1985. Assessing the Impact of Patent Infringement on New Product Sales. Technological Forecasting and Social Change 28, 13-27.

R.S. Chaganti, Vijay Mahajan, and Subhash Sharma. 1985. Corporate Board Size, Composition and Corporate Failures in Retailing Industry. Journal of Management Studies 22, 400-417.

Vijay Mahajan and Yoram Wind. 1985. Integrating Financial Portfolio Analysis with Product Portfolio Models, in Strategic Marketing and Management, Dave Gardner and Howard Thomas, eds. NY: John Wiley & Sons, 193-212.

R.S. Chagnanti, R. Chagnanti, and Vijay Mahajan. 1985. Life Stage Analysis: Planning for Small Business, in Handbook of Business Strategy - 1985/86 Yearbook, William Guth, ed. NY: Warren, Gorham, and Lamont, 1-18.

Vijay Mahajan and Robert A. Peterson. 1985. Models for Innovation Diffusion. Beverly Hills, CA: Sage Publications.

R.A. Bettis and Vijay Mahajan. 1985. Risk/Return Performance of Diversified Firms. Management Science 31, 785-799.

Vijay Mahajan, Eitan Muller, and Subhash Sharma. 1984. An Empirical Comparison of Awareness Forecasting Models. Marketing Science 3, 179-197, 205-206.

D. Ricks and Vijay Mahajan. 1984. Blunders in International Marketing: Fact or Fiction. Long Range Planning 17, 78-82.

Wayne DeSarbo and Vijay Mahajan. 1984. Constrained Classification: The Use of A Priori Information in Cluster Analysis. Psychometrika 49, 187-215.

Vijay Mahajan, Eitan Muller, and Roger A. Kerin. 1984. Introduction Strategy for New Products with Positive and Negative Word-of-Mouth. Management Science 30, 1389-1404.

Vijay Mahajan, Subhash Sharma, and Yoram Wind. 1984. Parameter Estimation in Marketing Models in the Presence of Influential Response Data: Robust Regression and Applications. Journal of Marketing Research 21, 268-277.

Paul E. Green, Vijay Mahajan, Steven M. Goldberg, and P.K. Kedia. 1983. A Decision-Support System for Developing Retail Promotion Strategy. Journal of Retailing 59, 116-143.

C. Easingwood, Vijay Mahajan, and Eitan Muller. 1983. A Non-Uniform Influence Innovation Diffusion Model of New Product Acceptance. Marketing Science 2, 273-296.

Yoram Wind, Vijay Mahajan, and D.J. Swire. 1983. An Empirical Comparison of Standardized Portfolio Models. Journal of Marketing 47, 89-99.

David L. Huff, Vijay Mahajan, and William C. Black. 1983. Faces: A Method of Portraying Multivariate Data Graphically, in Partonage Behavior and Retail Management, W.R. Darden and Robert F. Lusch, eds. NY: North-Holland, 275-291.

Vijay Mahajan, Paul E. Green, and Steven M. Goldberg. 1982. A Conjoint Model for Measuring Self and Cross Price-Demand Relationships. Journal of Marketing Research 19, 334-342.

David Schmittlein and Vijay Mahajan. 1982. Maximum Likelihood Estimation for an Innovation Diffusion Model of New Product Acceptance. Marketing Science 1, 57-78.

Dale Achabal, W.W. Gorr, and Vijay Mahajan. 1982. MULTILOC: A Multiple Store Location Decision Model. Journal of Retailing 58, 5-25.

Vijay Mahajan, Yoram Wind, and John W. Bradford. 1982. Stochastic Dominance Rules for Products Portfolio Analysis, in TIMS Studies in the Management Science-Marketing Planning Models, A.A. Zoltners, ed. 161-184.

C. Easingwood, Vijay Mahajan, and Eitan Muller. 1981. A Nonsymmetric Responding Logistic Model for Forecasting Technological Substitution. Technological Forecasting and Social Change 20, 199-213.

Yoram Wind and Vijay Mahajan. 1981. Designing Product and Business Portfolios. Harvard Business Review 59, 155-165.

David L. Huff, Vijay Mahajan, and William Black. 1981. Facial Representation of Multivariate Data. Journal of Marketing 45, 53-59.

Yoram Wind and Vijay Mahajan. 1981. Market Share: Concepts, Findings and Directions for Future Research, in Annual Review of Marketing, Ben Enis and Ken Roering, eds. Chicago, IL: American Marketing Association, 31-42.

Yoram Wind, Vijay Mahajan, and Richard Cardoza, eds. 1981. New Product Forecasting: Models and Applications. Lexington, MA: Lexington Books.

G. Milligan and Vijay Mahajan. 1980. A Note on Procedures for Testing the Quality of a Clustering of a Set of Objects. Decision Sciences 11, 669-677.

S.I. Bretschneider and Vijay Mahajan. 1980. Adaptive Technological Substitution Models. Technological Forecasting and Social Change 18, 129-139.

Subhash Sharma and Vijay Mahajan. 1980. Early Warning Indicators for Business Failures. Journal of Marketing 44, 80-89.

Vijay Mahajan, S.I. Bretscneider, and John W. Bradford. 1980. Feedback Approaches to Modeling Structural Shifts in Market Response. Journal of Marketing 44, 71-80.

Arun K. Jain, Frank Acito, Naresh Malhotra, and Vijay Mahajan. 1979. A Comparison of the Internal Validity of Alternative Parameter Estimation Methods in Decompositional Multiattribute Models. Journal of Marketing Research 16, 313-322.

Vijay Mahajan, Robert A. Peterson, Arun Jain, and Naresh Malhotra. 1979. A New Product Growth Model with a Dynamic Market Potential. Long Range Planning 12, 51-58.

Vijay Mahajan. 1979. Computers in Hospitals: An Innovation Study. Technological Forecasting and Social Change 13, 169-186.

Arun K. Jain and Vijay Mahajan. 1979. Evaluating the Competitive Environment in Retailing Using Multiplicative Competitive Interactive Models, in Research in Marketing, Jagdish Sheth, ed. Greenwich, CT: JAI Press, 217-235.

Vijay Mahajan and Robert A. Peterson. 1979. First-Purchase Diffusion Models of New Product Acceptance. Technological Forecasting and Social Change 15, 127-146.

Vijay Mahajan and Eitan Muller. 1979. Innovation Diffusion and New Product Growth Models in Marketing. Journal of Marketing 43, 55-68.

Vijay Mahajan and Robert A. Peterson. 1979. Integrating Time and Space in Technological Substitution Models. Technological Forecasting and Social Change 14, 231-241.

Vijay Mahajan and C. Carl Pegels, eds. 1979. Systems Analysis in Health Care. NY: Praeger Publishers.

Arun K. Jain, Frank Acito, and Vijay Mahajan. 1979. Why Did They Pack that Package? Bank Marketing 11, 20-27.

Vijay Mahajan and Arun K. Jain. 1978. An Approach to Normative Market Segmentation. Journal of Marketing Research 15, 338-345.

Robert Cerveny, Vijay Mahajan, D. Griffin, and R. Ludwig. 1978. Development of Management Information System Established for a Health Systems Agency. Urban Systems 3, 87-100.

Vijay Mahajan and Milton E.F. Schoeman. 1978. Diffusion of Computers in Hospitals: An Analysis of Adopter Categories. Urban Systems 3, 73-86.

Vijay Mahajan and Robert A. Peterson. 1978. Innovation Diffusion in a Dynamic Potential Adopter Population. Management Science 24, 1589-1597.

Robert C. Cerveny, Vijay Mahajan, and R. Ludwig. 1978. Management Information Systems for Health Systems Agencies. Socio-Economic Planning Sciences 12, 229-236.

Robert A. Peterson and Vijay Mahajan. 1978. Multi-Product Growth Models, in Research in Marketing, Jagdish Sheth, ed. Greenwich, CT: JAI Press, 201-231.

Vijay Mahajan, Arun K. Jain, and Brian T. Ratchford. 1978. Use of Binary Attributes in the Multiplicative Competitive Interactive Choice Models. Journal of Consumer Research 5, 210-215.

Vijay Mahajan and Milton E.F. Schoeman. 1977. Generalized Model for the Time Pattern of the Diffusion Process. IEEE Transactions on Engineering Management EM-24, 12-18.

Vijay Mahajan, K.E. Haynes, and K.C. Bal Kumar. 1977. Modeling the Diffusion of Public Policy Innovations among the U.S. States. Socioeconomic Planning Sciences 11, 259-263.

Vijay Mahajan, Arun K. Jain, and Michael Bergier. 1977. Parameter Estimation in Marketing Models: An Application of Ridge Regression. Journal of Marketing Research 14, 586-591.

Vijay Mahajan and Milton E.F. Schoeman. 1977. The Use of Computers in Hospitals: An Analysis of Adopters and Nonadopters. Interfaces 7, 95-107.

Milton E.F. Schoeman and Vijay Mahajan. 1977. Using the Delphi Method to Assess Community Health Needs. Technological Forecasting and Social Change 10, 203-210.

James A. Fitzsimmons and Vijay Mahajan. 1976. Computer Assisted Purchasing. Journal of the Academy of Marketing Science 4, 584-591.

Robert A. Peterson and Vijay Mahajan. 1976. Practical Significance and Partitioning Variance in Discriminant Analysis. Decision Sciences 7, 649-658.