Reshma Shah
Professor in the Practice of Marketing | Emory University, Goizueta Business School
Atlanta, GA, UNITED STATES
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Biography
Biography Reshma H. Shah is a Professor in the Practice of Marketing at Goizueta. Professor Shah joined the Goizueta Business School Faculty in 1997 after completing her PhD in Marketing from the Katz Graduate School of Business...
Education (3)
Katz Graduate School of Business, University of Pittsburgh: PhD, Marketing
University of Southern California: MBA, Marketing and Strategy
University of Illinois at Urbana Champaign: BSc, Business Administration
Areas of Expertise (6)
Relationship Marketing
Customer and Partner Retention
Integrated Marketing Communications
Brand and Category Management
Marketing Processes and Performance
Strategic Alliances
Publications (3)
Factors influencing partner selection in strategic alliances: The moderating role of alliance context
Strategic Management Journal2008 The growth of alliances has generated considerable interest in this topic among both academics and practitioners. While multiple factors may affect alliance success, partner selection emerges as one of the most influential. Previous studies on alliances present general models that assume the factors (e.g., trust, commitment, complementarity, financial payoff) that drive partner attractiveness and, in turn, the likelihood of selection, are consistent across varying alliance projects and situations. In contrast, the present study proposes a contingency approach grounded in management control theory that suggests the criteria managers use in choosing alliance partners will vary by alliance project type. Specifically, it introduces a framework that addresses when and why managers select partners with certain, specific characteristics. The results of the present study strongly support hypotheses that the critical criteria for assessing alliance partner attractiveness and selection vary depending on the differential levels of process manageability and outcome interpretability inherent in a strategic alliance. Implications for theory and practice are discussed.
Till death do us part…but not always: Six antecedents to a customer's relational preference in buyer–seller exchanges
Elsevier Inc.2003-06-01
Since its emergence in the early 1990s as marketing's newest paradigm or school of thought, research in the area of relationship marketing has been proliferating. From the customer's perspective, initial attempts to become lifelong partners with key sellers or suppliers were appealing. However, as these propositions multiply in number and carry with them increasing burdens in terms of time and commitment, customers are reticent to enter into long-lasting relationships with all sellers. In this paper, we consider relationship formation from the customers' perspective and examine the antecedents to a customer's preference for a relational exchange orientation versus a transactional exchange orientation. Our belief is that, depending upon a set of contextual factors surrounding the exchange, customers will opt for a relational orientation with suppliers in some cases and for a more transactional orientation in others.
Determinants and outcomes of plan objectivity and implementation in category management relationships
Elsevier Inc.2001-01-11
Category management holds great potential, but has several inherent barriers that can impede category performance. This study examines factors thought to impact category performance because of the critical role category management plays at the end of the supply chain in Efficient Consumer Response (ECR) relationships between manufacturers and grocery retailers. Two central factors, category plan objectivity and implementation of the plans, as well as five factors antecedent to objectivity and implementation, were identified through a qualitative study of retailer and supplier category managers. The interrelationships of these factors were tested in an empirical study of 128 supplier category managers. As a direct effect on performance, implementation of category plans had a stronger impact on category performance than did the objectivity of the plans. The retailer’s trust in the category management process was found to be a critical component on the implementation of category plans. Preplanning agreement between the retailer and the supplier was found to impact both objectivity and implementation. The internal conflict between supplier’s brand management and sales/category managers had only a minor impact on objectivity, and that effect was mediated by the supplier’s overall opportunism. Several theoretical and managerial implications are discussed.
Research Spotlight
In the News (5)
Why every day is now Black Friday
Fast Company online
2023-11-17
The biggest shopping day of the year has morphed into an endless, meaningless promotion.
Reshma Shah Receives the Emory Williams Distinguished Undergraduate Teaching Award
Khabar online
2019-06-01
Reshma H. Shah, Associate Professor in the Practice of Marketing at Emory University’s Goizueta Business School, is one of six recipients of the 2019 Emory Williams Distinguished Undergraduate Teaching Award.
Emory Williams Awards honor distinguished undergraduate teaching
Emory News Center online
2019-05-14
The 2019 honorees: Cassandra Leah Quave 00C, assistant professor of dermatology and assistant professor of human health, Emory College Eri Saikawa, associate professor of environmental sciences, Emory College Effrosyni Seitaridou, associate professor of physics, Oxford College Reshma H. Shah, associate professor in the practice of marketing, Goizueta Business School Kylie M. Smith, assistant professor of nursing, Andrew W. Mellon Faculty Fellow for Nursing and the Humanities, Nell Hodgson Woodruff School of Nursing Dianne Marie Stewart, associate professor of religion and African American studies, Emory College
Dr Reshma Shah honored with Emory Williams Distinguished Undergraduate Teaching Award
NRI Pulse online
2019-05-13
Atlanta, GA, May 13, 2019: Reshma H. Shah, Ph.D., an associate professor of marketing at Emory University’s Goizueta Business School is a recipient of this year’s Emory Williams Distinguished Undergraduate Teaching Award.
MBA Students Take on Real-World Problems
Emory University
2011-05-17
Marketing professor Reshma Shah, GMSC's advisor, echoes the importance of live projects in the curriculum saying education is in the midst of a paradigm shift. Students interact in real-time and the coursework must be increasingly relevant and collaborative. She met with teams weekly through the semester to guide their thinking and their approach to problem solving...
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