Shikhar Sarin is the Kirk and Marsha Smith Professor of Marketing at the College of Business and Economics at Boise State University. Dr. Sarin holds a bachelor’s and master’s degrees in electrical engineering, and a Ph.D. in marketing. He is recognized worldwide as an expert in high-tech markets and new product development. In addition to his extensive publishing activities, Dr. Sarin serves on the editorial review boards of Industrial Marketing Management, Journal of Product Innovation Management, and Technological Forecasting and Social Change. He served as guest editor for special issues of Industrial Marketing Management (2008) and the Journal of Product Innovation Management (2009). Dr. Sarin has provided executive education programs and consulted extensively. He has taught courses at the undergraduate, graduate and doctoral levels, and has directed two award winning Ph.D. dissertations.
Selected Recent Publications
Implementing Changes in Marketing Strategy: The Role of Perceived Outcome- and Process-Oriented Supervisory Actions (with Goutam Challagalla and Ajay K. Kohli), Journal of Marketing Research (2012)
This study investigates the role of supervisors in implementing changes in marketing strategy. The authors...
Characteristics that Enhance Training Effectiveness in Implementing Technological Change in Sales Strategy: A Field-Based Exploratory Study (with Trina Sego, Ajay K. Kohli, and Goutam Challagalla), Journal of Personal Selling and Sales Management (2010)
Drucker's Insights on Market Orientation and Innovation: Implications for Emerging Areas in High-Technology Marketing (with Jakki J. Mohr), Journal of the Academy of Marketing Science (2009)
In 1954, Drucker boldly declared that organizations have only two basic functions, marketing and innovation....
Taking Stock and Looking Ahead: An Introduction to the Special Issue on New Product Development Teams, Journal of Product Innovation Management (2009)
First Among Equals: The Effect of Team Leader Characteristics on the Internal Dynamics of Cross-Functional Product Development Teams (with Gina Colarelli O’Connor), Journal of Product Innovation Management (2009)
Drawing upon the Path-Goal Theory of leadership, this study examines the effect of team leader...
Contributions to Books
'Bundling', 'Market Segmentation and Positioning', 'Competitive Advantage', 'Core Competencies', 'First Mover Advantage', and 'Value Proposition', Wiley International Encyclopedia of Marketing (2011)
With 360 entries from over 500 global experts, the Encyclopedia offers one of the premier...