Headshot of Nita Umashankar, Ph.D.

Nita Umashankar, Ph.D.

Assistant Professor

Marketing Department


After eight years on the faculty and being promoted with tenure to associate professor at the J. Mack Robinson College of Business at Georgia State University, Dr. Nita Umashankar joins the Fowler College of Business.

Umashankar’s primary interests lie in the area of marketing strategy with a dual focus on customer and firm-based strategies. She examines how various service settings, including interpersonal, high-touch, and competitive service contexts, influence loyalty and profitability. Further, she explores firm decision making, including whether and how to execute mergers & acquisitions and how such decisions impact performance. She has published in premier academic journals, including Marketing Science, Journal of Marketing, Strategic Management Journal, Journal of the Academy of Marketing Science, and Journal of Service Research.

Interests: Marketing (Strategy)  Marketing (Services)  Business (Mergers & Acquisitions) 

  • Poets & Quants Top Undergraduate Business Professor National Award, 2017
  • Marketing Science Institute (MSI) “Research Accelerator” Award, 2017
  • Top Professor in Master’s Program in Marketing, Georgia State University, 2015
  • Top Professor in Master’s Program in Marketing, Georgia State University, 2014
  • Fisher IMS and AMA Servsig Dissertation Award, 2010
  • Excellence in Teaching Award, The University of Texas at Austin, 2009
  • Ph.D., University of Texas at Austin
  • Parker, Jeffrey R., Nita Umashankar, and Martin G. Schleicher (forthcoming) “How and Why the Collaborative Consumption of Food Leads to Overpurchasing, Overconsumption, and Waste,” Journal of Public Policy & Marketing.
  • Umashankar, Nita, Morgan K. Ward, and Darren Dahl (2017), “The Benefit of Becoming Friends: Complaining After Service Failures Leads Customers with Strong Ties to Increase Loyalty,” Journal of Marketing, 81 (6), 79–98.
  • Yu, Yu, Nita Umashankar, and Vithala Rao, Choosing the Right Target, Lambert Academic Publishing, 2017.
  • Umashankar, Nita, Yashoda Bhagwat, and V. Kumar (2017), “Do Loyal Customers Really Pay More for Services?” Journal of the Academy of Marketing Science, 45 (6), 807–826.
  • Rao, Vithala, Yu Yu, and Nita Umashankar (2016), “Anticipated Versus Actual Synergy in Merger Partner Selection and Post-merger Innovation,” Marketing Science, 35 (6), 934–952.
  • Umashankar, Nita, Raji Srinivasan, and Jeffrey Robert Parker (2016), “Cross-buying After Product Failure Recovery? It Depends on How You Feel About it,” Journal of Marketing Theory & Practice, 24, (1), 1–22.
  • Yu, Yu, Nita Umashankar, and Vithala Rao (2015), “Choosing the Right Target: Relative Preference for Resource Similarity versus Complementarity in Acquisition Choice,” Strategic Management Journal, 37 (8), 1808–1825.
  • Kumar, V., Nita Umashankar, and Brianna JeeWon Choi, “CRM Metrics and Strategies to Enhance Performance in Service Industries,” in The Handbook of Service Marketing Research, edited by Roland Rust and Ming-Hui Huang, 2014.
  • Kumar, V., Nita Umashankar, Kihyun Hannah Kim, and Yashoda Bhagwat (2014), “Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors,” 33 (5), Marketing Science, 673–692.
  • Kumar, V., Nita Umashankar, and Insu Park, “Tracing the Evolution and Projecting the Future of In-Store Marketing,” in Shopper Marketing and the Role of In-Store Marketing, Review of Marketing Research, 2014.
  • Srinivasan, Raji and Nita Umashankar (2014), “There’s Something in a Name: Value Relevance of Congruent Ticker Symbols,” Customer Needs and Solutions, 1, 241–252.
  • Umashankar, Nita and Raji Srinivasan (2013), “Designing Social Interventions to Improve Newcomer Adjustment: Insights from the Indian Sex Worker Community,” Journal of Public Policy & Marketing, 32 (2), 271–285.
  • Kumar, V. and Nita Umashankar “Enhancing Financial Performance: The Power of Customer Metrics,” in Handbook of Marketing and Finance, Edited by Shankar Ganesan, Edward Elgar Publishing, 2012.
  • Umashankar, Nita, Raji Srinivasan, and Dustin Hindman (2011), “Developing Customer Service Innovations for Service Employees: The Effects of NSD Characteristics on Internal Innovation Magnitude,” Journal of Service Research, 14 (2), 164–179.

[The information on this page is provided by the user and is not to be construed as an official statement by San Diego State University. The user takes full responsibility for the information presented.]