Shikhar Sarin

Boise State University

Kirk and Marsha Smith Professor of Marketing, Department of Marketing and Finance

Expertise

Marketing Strategy
New Product Development
Marketing of High-Tech Products
E-Commerce/E-Business

Courses/Seminars

Marketing of High-Tech Products
Internet Marketing/Marketing and the World Wide Web
Business Perspectives
New Product Development and Management
Marketing Research
Consumer Behavior

Honors & Awards

2009 Boise State University Office of Research Administration Grant
2009 Guest Editor – Journal of Product Innovation Management
2008 - Present Kirk and Marsha Smith Professorship
2008 Guest Co-Editor - Industrial Marketing Management
2004 Presidential Research and Scholarship Award

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Selected Recent Publications

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...

An Introduction to the Special Issue on Marketing of High-Technology Products, Services and Innovations (with Jakki Mohr), Industrial Marketing Management (2008)

From Market-Driven to Market-Driving: A New Paradigm for the Marketing of High-Tech Products and Innovations (with Stacey B. Hills), Journal of Marketing Theory and Practice (2003)

Strategic Use of Bundling for Marketing New High-Tech Products: Strategies for Reducing Consumers' Risk Perception (with Trina Sego and Nataporn Chanvarasuth), Journal of Marketing Theory and Practice (2003)

The Effect of Team Leadership on the Learning and Performance of Cross-Functional Product Development Teams (with Christopher McDermott), Decision Sciences (2003)

The Effect of Reward Structures on the Performance of Cross-Functional Product Development Teams (with Vijay Mahajan), Journal of Marketing (2001)

The Identification of Target Firms and Functional Areas for Strategic Benchmarking (with Patrick L. Brockett, Linda L. Golden, and James H. Gerberman), The Engineering Economist (2001)

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...