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U.N. Umesh's Research Marketing

U. N. Umesh Ph.D

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U. N. Umesh
Professor of Marketing


Phone: (360) 546-9760
Located in Classroom (VCLS) 208Q
Office Hours: Tuesday/Thursday 2:15-3:15 PM
Support Staff: Rachel Wall


  • Ph.D. in Business Administration (Marketing), University of Washington
  • MBA (Marketing/Operations Management), University of Rochester
  • MS (Operations Research), University of Rochester
  • B-Tech (Mechanical Engineering), IIT Madras


Entrepreneurship; Biases in Decision-Making; Internet and E-Commerce; Quantitative Marketing Models; Statistical Models.

Recent Publications

Wallace, David, Jean Johnson and U. N. Umesh (2009), “Multi-Channels Strategy Implementation: The Role of Channel Alignment Capabilities,” Decision Sciences, Vol. 40, Number 4(November), 869-900.

Salimath, Manjula S., John Cullen, and U. N. Umesh (2008), “Outsourcing and Performance in Entrepreneurial Firms:  Contingent Relationships with Entrepreneurial Configurations” Decision Sciences, Vol. 39, Number 3(August), 359-381.  The paper won “Best Article of the Year Finalist” at Decision Sciences and was in the running to win the Paper of the Year in Decision Sciences for 2008.

U. N. Umesh, Len Jessup and Minh Huynh (2007), “Current Issues Faced By Technology Entrepreneurs,”  Communications of the ACM, Vol. 50, No. 10 (October), 60-66

Krieger, Abba, Paul Green and U. N. Umesh (1998) “Effect of Level of Disaggregation on Conjoint Cross Validations:  Some Comparative Findings.” Decision Sciences, Vol. 29, No. 4(Fall), 1047-58.

Mishra, Sanjay, U.N. Umesh and Donald E. Stem (1993), “Antecedents of the Attraction Effect,” Journal of Marketing Research, Vol. 30 (August), 331-349.


Course IDTitleMeeting TimeSemester
MKTG 360MarketingTu,Th 10:25-11:50 AMFall
MGTOp 215Business StatisticsTu,Th 3:15-5:30 PMFall