Ashish Sood

“We are here to add what we can to life, not to get what we can from it".
~ William Osler

Ashish Sood

Associate Professor
Marketing
University of California Riverside

Academic Director MBA & PMBA,
University of California Riverside



Ashish Sood is a professor of marketing at the University of California Riverside. He is interested in research on innovation, technology management, emerging markets, and marketing strategy.

His research has been published in top journals including Marketing Science and the Journal of Marketing, and won numerous research awards and grants. The findings from his research have been published and re-printed in more than 60 books, thought-leadership publications, and business press articles. Prior to joining the academia, he worked in the industry for twelve years in India and Singapore.

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Academic Experience


    Academic Director MBA/PMBA programs, University of California, Riverside 2022 onwards
    Associate Professor, University of California, Riverside 2018 onwards
    Assistant Professor, University of California, Riverside 2015 - 2018
    Assistant Professor, Georgia State University 2012-2015
    Visiting Professor, Wharton School of Business 2012-2013
    Assistant Professor, Emory University 2005-2012

    Visiting Professor, ISB, Mohali, India 2012
    Visiting Professor, FGV, Sao Paulo, Brazil 2012
    Visiting Research Fellow of Marketing, SMU, Singapore 2009
    Instructor and Research Assistant, University of Southern California 2001-2004
    Instructor, Nanyang Business School, Singapore 1999-2001

    Editorial Review Board, Journal of the Academy of Marketing Science 2015 onwards
    Editorial Review Board, Journal of Marketing 2015 onwards
    Associate Editor, MIS Quarterly 2014
    Editorial Review Board, Journal of Business Research 2017-2018
    Associate Editor, AMA Winter Marketing Educators Conference 2018 onwards
    Research Fellow, Center of Global Innovation, USC

Industry Experience


    Product Quality Manager, Philips Electronics Singapore Pte. Ltd., Singapore
    Area Sales Manager, Crompton Greaves Ltd. Delhi, India

Education


    PhD, Marketing, University of Southern California, Los Angeles
    MBA (Mgmt. of Technology), Nanyang Technological Univ., Singapore
    Bachelor of Engineering (Electrical), Delhi College of Engineering, Delhi

Research

“Tell me what you pay attention to and I will tell you who you are.”
~ José Ortega y Gasset

Published Papers


  1. Modeling the antecedents of multi-generational services adoption behavior of clients across countries: The role of mindset metrics.

    Sood A., Kumar V., & Gupta S., Journal of International Business Studies, 54, 2023, pp. 1661–1686

  2. Lockdown Without Loss? A Natural Experiment of Net Payoffs from COVID-19 Lockdowns.

    Tellis GJ, Sood A, Nair S, & Sood N., Journal of Public Policy & Marketing, 42(2), April 2023, pp. 133-151

  3. Consequences of Multigenerational Services Adoption Behavior: Global Client Engagement.

    Sood A., Gupta S., & Kumar V., Journal of International Marketing, 31(2), 2023, pp. 43-63

  4. Prevention- Versus Promotion-Focus Regulatory Efforts on the Disease Incidence and Mortality of COVID-19: A Multinational Diffusion Study Using Functional Data Analysis.

    Kumar V., Sood A., Gupta S., & Sood N., Journal of International Marketing, 29(1), 2021, pp. 1-22

  5. Timing Market Entry: The Mediation Effect of Market Potential.

    Islam T., Meade N., & Sood A., Journal of International Marketing, 30(1), 2022, pp. 40–54

  6. Commentaries On: “The Bass Model: A Parsimonious And Accurate Approach To Forecasting Mortality Caused By Covid-19.”

    Sood Ashish and Gerard J. Tellis, International Journal of Pharmaceutical and Healthcare Marketing, 2020

  7. A Manager’s Dilemma: Sow or Harvest.

    Govindrajan V., Sood A., Srivastava A., Enache L., & Mishra B., Management and Business Review, 1(1), 2020, pp. 1-5

  8. Disruptive Startups Get Funding More Easily, but Less of It.

    Timo van Balen, Murat Tarakci, and Ashish Sood, Harvard Business Review, September 18, 2018

  9. Do Disruptive Visions Pay Off? The Impact of Disruptive Entrepreneurial Visions on Venture Funding.

    Timo van Balen, Murat Tarakci, and Ashish Sood, Journal of Management Studies, July 2018, https://doi.org/10.1111/joms.12390

  10. Client profitability of diffusion segments across countries for multi-generational innovations: The influence of firm, market, and cross-national differences.

    Sood Ashish and V. Kumar, Journal of International Business Studies, July 2018, ISSN: 0047-2506, https://doi.org/10.1057/s41267-018-0163-7

  11. Analyzing Client Profitability across Diffusion Segments for a Continuous Innovation.

    Sood Ashish and V. Kumar, Journal of Marketing Research, December 2017, Vol. 54, No. 6, pp. 932-951

  12. The Commercial Contribution of Clinical Studies for Pharmaceutical Drugs.

    Sood Ashish, Eelco Kappe, and S. Stremersch, International Journal of Research in Marketing, 2014, 31 (65-77)

  13. Predicting the Path of Technological Innovation: SAW Versus Moore, Bass, Gompertz, and Kryder.

    Sood Ashish, Gareth James, Ji Zhu, and Gerard J. Tellis, Marketing Science, 31(6), Nov-Dec 2012, pp. 964-979

  14. Demystifying Disruption: A New Model for Understanding and Predicting Disruptive Technologies.

    Sood Ashish and Gerard J. Tellis, Marketing Science, 30, 2011, pp. 339-354
    “Technical Appendix,” Marketing Science
    Marketing Science Institute Top Five MSI Reports Downloaded in 2010
    SSRN Top Ten Downloads Jun 2010, Jul 2010, Aug 2010, Sep 2010.

  15. Do Innovations Really Payoff? Total Stock Market Returns to Innovation.

    Sood Ashish and Gerard J. Tellis, Marketing Science, 28(3), 2009, pp. 442–456
    SSRN Top Ten Jun 2009, Jul 2009, Oct 2009, Mar 2011.

  16. Functional Regression: A New Model for Predicting Market Penetration of New Products.

    Sood Ashish, Gareth James, and Gerard J. Tellis, Marketing Science, 28, 2009, pp. 36-51
    SSRN Top Ten Jul 2008, Nov 2008, May 2009, Jun 2009.

  17. Technological Evolution and Radical Innovations.

    Sood Ashish and Gerard J. Tellis, Journal of Marketing, 69(3), 2005, pp. 152-168
    Spotlight Article on my paper: Lantos Geoffrey P. “Technological Evolution and Radical Innovation,” The Journal of Product Innovation Management; 23:581-585; 2006.

  18. Performing Hypothesis Tests on the Shape of Functional Data.

    James Gareth and Ashish Sood, Computational Statistics and Data Analysis, Vol. 50, Iss. 1, 2005

Book Chapters


  1. Marketing Applications of Functional Data Analysis Functional and Operatorial Statistics, Springer Series: Contributions to Statistics, Dabo-Niang, Sophie; Ferraty, Frédéric (Eds.), XX, 304 p. 33, ISBN: 978-3-7908-2061-4, 2008.
  2. Technology Transition, Encyclopedia on Technology, Innovation and Management, V. K. Narayanan and Gina Colarelli O'Connor; Wiley-Blackwell, 2010, ISBN: 978-1-4051-6049-0.
  3. Technology S-Curve Wiley International Encyclopedia of Marketing, Jagdish Sheth and Naresh K Malhotra, Blackwell Publishing, 2010, ISBN: 9781444316568.
  4. GE/McKinsey Matrix Wiley International Encyclopedia of Marketing, Jagdish Sheth and Naresh K Malhotra, Blackwell Publishing, 2010, ISBN: 9781444316568.
  5. Product Diversification Wiley International Encyclopedia of Marketing, Jagdish Sheth and Naresh K Malhotra, Blackwell Publishing, 2010, ISBN: 9781444316568.
  6. “Technological Evolution” Empirical Generalizations about Marketing Impact, MSI’s Relevant Knowledge series, edited by Dominique Hanssens 2009, 09-600.
  7. James, G., Sood, A., Tellis, G. (2008). Marketing Applications of Functional Data Analysis. In: Functional and Operatorial Statistics. Contributions to Statistics. Physica-Verlag HD. https://doi.org/10.1007/978-3-7908-2062-1_32

Thought-Leadership (Practitioner) Publications


  1. “How big promises from start-ups influence potential investors” RSM Discovery, Rotterdam School of Management, Erasmus University
  2. Technological clairvoyance: The Law and the Profit Jan 31st, 2013, The Economist
  3. Strategies: To Make a Stock Pop, Innovate, Mark Hulbert, The New York Times, 2008.
  4. Gerard J. Tellis and Ashish Sood (2008), “How to Back the Right Technology,” Business Insights, MIT Sloan Management Review-Wall Street Journal, Dec.
  5. Forget Moore's Law: Researchers define new ways to evaluate new technologies Phys.org
  6. “Challenges of Technological Evolution in Contemporary Markets," Performance, Ernst & Young Thought Leadership Magazine, 2011.
  7. “Do Innovations Really Payoff? Total Stock Market Returns to Innovation,” Performance, Ernst & Young Thought Leadership Magazine, 2010.
  8. “A New Framework to Help Firms Select among Competing Technologies," Visions, PDMA, Cover Story, Vol. XXXIV NO. 3, 18-23, Oct. 2010.
  9. “Innovation Does Payoff - If You Measure Correctly,” Research Technology Management. Arlington: Vol. 52, Iss.. 4, 13-16, Jul-Aug 2009.
  10. “The Myth of S-Curves: Technological Evolution and Product Innovation,” inSide, Consortium for Graduate Study in Management, 2008.
  11. "The Myth of S-Curves: Technological Evolution and Product Innovation,” Strategic Innovators, Indian Institute of Planning & Management, 2008. Understanding Technology Evolution - The Fallacy of S-Curves,” i-PERFORM Marketing 2.0 Authority, Montgomery Research, Inc. and Accenture, 2008.
  12. “The Myth of S-Curves – Technological Evolution and Product Innovation,” Building Trust: Whose Business is it?, Effective Executive, IUP Publications, 2008.
  13. Understanding the Seeds of Growth: Technological Evolution and Product Innovation,” Annual Thought Leadership book on CRM Transformation, Montgomery Research, Inc. and Accenture, 2007.

Presentations

Invited Presentations


  • “Harvest Now or Invest Further - The Dilemma Reexamined,” University of Guelph
  • “Talk it through A Flop or a Hit: Consumer Reviews and Product Success,” University of California Riverside.
  • “The Impact of the Evolution of Consumer Reviews on Product Success,” University of Iowa.
  • “Online Reviews and Impact on Movie Sales,” Tulane University.
  • “Evolution of Consumer Reviews and New Product Sales,” Temple University.
  • “Talk it through A Flop or a Hit: Investigating the Impact of the Evolution of Consumer Reviews on Product Success,” UNC Charlotte.
  • “Evolution of Volume, Valence, and Dispersion of User Reviews – Insights from Shape Analysis of User Reviews,” Technische Universität Darmstadt, Darmstadt, Germany.
  • “Evolution of Volume, Valence, and Dispersion of User Reviews – Insights from Shape Analysis of User Reviews,” Grenoble Ecole de Management, Grenoble, France.
  • “Innovation and New Product Development,” Laboratory Science Equipment Conference
  • “Demystifying Disruption: A New Model for Understanding and Predicting Disruptive Technologies,” Harvard Business School.
  • “Demystifying Disruption: A New Model to Understand and Predict Technological Disruption,” Yale University.
  • “Decoding Disruption" Rotterdam School of Management, Erasmus University.
  • “Decoding Disruption,” Visiting Research Fellow of Marketing, Singapore Management University, Singapore.
  • “Do Innovations Really Payoff? A New Metric To Assess Total Market Returns to Innovations,” The Wharton School.
  • “Towards a Predictive Model of Technological Evolution,” Greif Center for Entrepreneurial Studies, USC.
  • “Technical Evolution and Radical Innovation,” Department of Management, The Wharton School.
  • “Decoding Disruption,” University of Florida.
  • “Technological Innovation and Market Returns to Technological Innovations,” Penn State University.
  • “Research Productivity and Returns to Market Entry Decisions Hi-Tech Markets,” Kellogg School of Business.

Teaching and Service

Teaching Interests


    Marketing Strategy
    Marketing Analytics
    Digital Marketing
    New Product and Innovation Management
    Introduction to Marketing

Teaching Awards


    Innovative Teaching Award, Academy of Distinguished Teaching, UC Riverside 2024
    Golden Apple Award for Teaching Excellence – Core Courses 2023
    Golden Apple Award for Teaching Excellence – Elective Courses 2023
    Innovative Learning Technology Initiative Award for hybrid course "Marketing and Distribution Management” from UCOP, University of California for $90,000 2019
    Affordable Course Materials Initiative Award 2019
    Innovative Learning Technology Initiative Award for hybrid course "Pricing Strategy and Management” from UCOP, University of California for $110,000 2017
    Golden Apple Award for Teaching Excellence 2016-2017
    Excellence in Teaching Award 2004-2005

Experience


    MBA and BBA, UCR 2015 -
    MBA and BBA, GSU 2013 - 2015
    MBA-BBA Strategic Brand Management, Wharton School of Business 2012 - 2013
    PhD Models in Marketing, FGV, Brazil 2012
    BBA (Marketing Strategy) 2005-2011
    MBA Full Time and Evening (Marketing Strategy) 2005-2011
    PhD Marketing Pro-Seminar On Special Topics) 2007, 2011
    BBA University of Southern California (B2B Marketing) 2005
    BBA Nanyang Technological University (Intro. to Marketing) 1998-2000

Business Cases


Dissertation Committees


    Timo van Balen, Rotterdam School of Management
    Jaspreet Kaur, University of California Riverside
    Michael King, University of California Riverside
    Mohammad Akbar, University of Guelph

Professional Work

Editorial Positions


    Editorial Review Board, Journal of Academy of Marketing Science 2015 onwards
    Editorial Review Board, The Journal of Marketing 2015 onwards
    Editorial Review Board, The Journal of the Academy of Marketing Science 2015 onwards
    Associate Editor, MIS Quarterly 2014
    Editorial Review Board, The Journal of Business Research 2015 onwards
    Associate Editor, AMA Winter Marketing Educators Conference 2017, 2018

Consulting Experience


    LG Electronics
    Philips Electronics
    IBM
    Coke
    Expert witness for public corporations, and private entities

Industry Service


    Dean, TYE Program for TiE Atlanta 2011-
    Judging Panel, Atlanta Interactive Marketing Association's AiMA Awards 2008-2010
    Moderator, Panel on CRM Implementation, Alumni club Notre Dame and Goizueta, 2005
    Adhoc Online teaching for charitable purpose, 2005-2008
    Charter Member, TYE Global (TiE Young Entrepreneurs), 2011
    Steering Committee Member, Atlanta Pediatric Device Consortium, Pediatric Device Consortia Grant to make CHOA/Emory a hub for inventing and advancing pediatric devices
    Executive Education for multinational corporations

Memberships


    Member - American Marketing Association
    Member - INFORMS Society for Marketing Science
    Member - Product Development and Management Association
    Member - Mu Kappa Tau National Marketing Honor Society
    Auditor - Singapore Quality Award for Business Excellence 1996
    Lead Assessor - International Quality Management System ISO 9001
    Lead Assessor - Environmental Management System ISO 14001
    Associate - The Institution of Engineers (India)

Media Coverage

Articles in Newspapers and Business Press


  1. Giving Students the Up-to-the-minute Knowledge They Need, By Laurie McLaughlin | March 12, 2024
  2. COVID-19 Lockdowns Reduced Disease Spread but with Costs, By David Danelski | UCR News | March 07, 2023
  3. This is the Dawning of the Age of the Vaccine Passport, By UCR University Communications | March 24, 2021
  4. Augusta University student, father study state lockdown measures Lisa Kaylor, April 23, 2020, Campus News, JagWire
  5. USC Marshall & UC Riverside Study: Aggressive lockdowns need to last more than six weeks to contain COVID-19, PR Newswire.
  6. Study: Aggressive lockdowns need to last more than six weeks to contain COVID-19, Mar 31, 2020, Imran Ghouri.
  7. Coronavirus lockdowns must last six weeks to bring pandemic under control: researchers, Alice Yan April 3, 2020.
  8. Delays in Lockdown Spike Total Cases, New Study Finds, May 7, 2020, UCR News.
  9. Will You Be Locked Down For 44 Days? Researchers Warn That’s Essential to Battle Coronavirus, Mar 31, 2020, Contributing Editor, MYNewesLA.
  10. COVID-19: Lockdown must be maintained for at least 44 days, study, April 1, 2020, Tech Explorist.
  11. How Long Will Social Distancing Last? UCR Professor's Answer, City News Service, News Partner, Mar 31, 2020.
  12. Aggressive lockdowns need to last more than six weeks to contain COVID-19, Featured article, Neuroscience, April 1, 2020.
  13. USC Marshall & UC Riverside Study: Aggressive lockdowns need to last more than six weeks to contain COVID-19 PRESS RELEASE PR Newswire
  14. “Disruption Makes Startup Traders Steadiness Warning Towards Concern Of Lacking Out” Thursday, October 11th 2018. Economics & Business, Science, Trustednewssites.com
  15. “Motivational factors for investors in startups revealed” by Tim Sandle, Oct 13, 2018 In Business, Digital Journal How FOMO Dictates Startup Funding, STARTUP FUNDING, Vaibhav Joshi, Entrepreneur Asia-Pacific
  16. “Investors love a disruptor but won’t take big risks” by Steve Randall 17 Oct 2018, Wealth professional Canada
  17. “How big promises from start-ups influence potential investors”, Rotterdam School of Management, Erasmus University, Published on Sep 28, 2018 https://www.youtube.com/watch?v=aQKMhgfa7TQ
  18. “Talk of disruptive innovation is two-edged sword for investment seekers” Oct 3 2018, The Times of Israel
  19. “Your first-in-line customers aren’t necessarily driving your profits,” Dec 15, 2017 San Gabriel Valley Tribune
  20. “Challenges of Technological Evolution in Contemporary Markets", Shrushti Drishti, PDMA India, 2011.
  21. “Do Innovations Really Payoff? Total Stock Market Returns to Innovation,” PDMA Visions – Insights into Innovation, Vol XXXIII No. 3, Oct. 2009.
  22. "Innovation Pays Off- Research Shows", Michael Wolff, Research Technology Management, Nov.- Dec., 2008
  23. “Can Social Media Spur Companies to Increase R&D Spending?,” Knowledge@Emory , Jan. 21, 2011
  24. “Understanding Disruptive Technologies: Who wins, who loses?” Insights from MSI, 2010
  25. “Will E-Reader Innovation Capture Customers and More Market Share?,” Knowledge@Emory, Dec. 17, 2009.
  26. “Why Innovation Will Revive the Tech Sector,” Knowledge@Emory, Apr. 17, 2009.
  27. "Searching For Signs of Technological Innovation In The Ruins of the American Economy - Does The S Curve Explain Anything About American Technological Innovation?” Thomas Vass, New Technology Market News, eCarolinaNewswire.com, Aug. 6, 2008.
  28. "Video Discussion on Youtube” USC Marshall - Gerard Tellis Interview on Technology Evolution and Radical Innovations"
  29. "Are Investments in Innovations Worthwhile?" The Stock Markets Channel, Paley Media, Jun. 25, 2008.
  30. "Do Innovations Ever Payoff? Total Stock Market Returns to Innovation", Knowledge@Emory, Jun. 12, 2008.
  31. "New Model for Predicting the Trajectory of New and Existing Products", Knowledge@Emory, Mar. 12, 2008.
  32. "Sony's Blu-Ray Victory: Learning to Catch the Technology Wave?", Knowledge@Emory, Mar. 12, 2008.
  33. "How Does a Technology Improve? - An Argument for Reinvesting in the Light Bulb, Knowledge@Emory, Oct. 5, 2005.
  34. “A New View of Technological Evolution,” Rebecca Anderson, Insights from MSI, 2005.
  35. “A New Look at Returns on Investments in Innovation,” Jane Gebhart, Insights from MSI, 2008.
  36. “A New Approach to Predicting Market Penetration,” Insights from MSI, 2008.
  37. "Strategies: To Make a Stock Pop", Innovate, Financial Express, 2008
  38. “Do Innovations Ever Pay Off? The Value of Investing in Innovation -- Does it Hurt Stock Prices?,” University of Southern California, 2008
  39. “Marrying Technology and Customer Collaboration,” GauravBhalla.com, 2008
  40. "Do Innovations Ever Pay Off? the Value to Investing in Innovation” Newswise, 2008.

Awards and Fellowships

  1. 2023: OASIS Award “Ammonia as a hydrogen carrier: processing and feasibility” Agricultural Technology and Food Security Pillar for $200,000.
  2. 2019: Innovative Learning Technology Initiative Award for development/enhancement of hybrid course "Distribution Management” from UCOP, University of California for $90,000
  3. 2017: Innovative Learning Technology Initiative Award for development/enhancement of hybrid course "Pricing Strategy and Management” from UCOP, University of California for $110,000
  4. 2011: Dean's Research Grant Award for research on “A Framework for Unifying Differentiated User-Generated Content: What I Say, Where I Go, and What I Think,” with Manish Tripathi for $4,500
  5. 2010: Marketing Science Institute Research Grant Award on “Not Dead Yet: Modeling the Sales Spikes in Fast-Decay Product Categories,” with Douglas Bowman for $10,560
  6. 2009: Dean's Research Grant Award for research on “Brand Health Index: A New Approach to Managing the Health of Brand Portfolios,” with Sundar Bharadwaj for $2,300
  7. 2009: Visiting Research Fellow of Marketing, Singapore Management University, for $4,100
  8. 2008: Dean's Research Grant Award for research on "Exploring Sales Patterns for Fast-Decay Product Categories" with Doug Bowman for $4,800
  9. 2007: Marketing Science Institute Research Grant Award for research on "Total Market Return to Innovation: Marketing Strategy Meets Wall Street: Connecting Marketing Actions and Brand, Customer, and Channel Equity with Financial Performance and Firm Value", with Gerard J. Tellis for $20,000
  10. 2007: Emory University Research Committee (URC) Research Grant Award for research on "Technological Evolution in the Pharmaceutical Market,” for $15,000
  11. 2006: Finalist, MSI's Robert D. Buzzell Best Working Paper Award
  12. 2006: Marketing Science Institute Research Grant Award for research on "Decoding Disruption" with Gerard J. Tellis for $8,640
  13. 2006: Marketing Science Institute Research Grant Award for research on "Technological Evolution and Market Growth: A Co-evolution Study in the Pharmaceutical Market" with Stefan Stremersch for $10,000
  14. 2006: Dean's Research Grant Award for research on "Improving Prediction of the Path of Technological Evolution through Functional Clustering" with Gareth James for $5,520
  15. 2005: President’s Commission on Race and Ethnicity Award for $350
  16. 2005: Fellow, Marketing Science Doctoral Consortium
  17. 2004: John Funk Research Fellowship Award from Center for Research in Technology and Management, Kellogg School of Management for $10,000
  18. 2004: GPSS Travel Grant, University of Southern California
  19. 2004: Finalist, ISBM Doctoral Dissertation Award
  20. 2004: Fellow, Society for Marketing Advances Doctoral Consortium
  21. 2004: Excellence in Teaching Award 2004-2005, Marshall School of Business
  22. 2003: Marketing Science Institute Research Grant Award for research on “Understanding the Seeds of Growth: Technological Evolution and Product Innovations,” for $6,000
  23. 2003: Fellow, Marketing Science Doctoral Consortium
  24. 2001-2005: Ph.D. Degree Fellowship, Graduate Division, University of Southern California
  25. 2000: Research project - Philips Electronics Singapore Pte Ltd. for research on "Supplier Integration in Product Creation Process - a Strategic Assessment Survey”
  26. 1984: Certificate of Merit in 1984 from Delhi Public School.
  27. 1983-85: EEWT Scholarship 83-85 for academic excellence from ESCORTS
  28. 1983: National Scholarship, India
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