BiographY

Ashish Sood is an Assistant Professor of Marketing at the Goizueta Business School since July 2005.  He has a Ph.D. in marketing from Marshall School of Business, University of Southern California, a bachelor's degree in Electrical Engineering from Delhi College of Engineering, Delhi University, and an MBA in Marketing with a specialization in Management of Technology from Nanyang Technological University, Singapore. He has worked in the industry for twelve years managing sales and distribution of industrial products, product and supplier quality, and new product development with Crompton Greaves Ltd. in India, and Philips Electronics in Singapore.

Professor Sood's primary research interests are in the areas of innovation, technology management and financial analysis. His research has been published in the Journal of Marketing, Marketing Science, Journal of Computational Statistics and Data Analysis, and featured in many popular press publications. Ashish is also an expert in quality management and TQM, and has conducted assessments of organizations for the Singapore Quality Award. He was the Lead Assessor for international standards ISO 9001 and ISO 14001, and consulted with firms in India and Singapore on quality management and environmental management. He serves as a reviewer for several top journals, and presents his research regularly at academic conferences worldwide.

Professor Sood teaches marketing strategy to the undergraduates, MBA and PhD students at Goizueta Business School. He has also taught at the University of Southern California and the Nanyang Business School, Singapore. He won the Teaching Excellence Award in 2004 for his course on Business to Business Marketing. His name has featured in the Marquis Who's Who in the World, Marquis Who's Who in America, and Marquis Who's Who in Finance and Business since 2002.

Publications    (Total Citations Feb '08: 28)

   (+ resulting working papers and articles in popular press)

 

1. Sood, Ashish and Gerard J. Tellis (2005), "Technological Evolution and Radical Innovation," Journal of Marketing 69, 3, 152-168.

•  "The S-curve of Technological Evolution: Strategic Law or Self-Fulfilling Prophecy?" MSI Reports, #4-1223, Cambridge, MA: Marketing Science Institute, 2004
• "The Myth of S-Curves: Technological Evolution and Product Innovation", Strategic Innovators
• "Understanding Technology Evolution - The Fallacy of S-Curves", i-PERFORM Marketing 2.0 Authority, Montgomery Research, Inc. and Accenture, 2008.
• "Technology Transition," Encyclopedia on Technology, Innovation and Management, Rosemary Nixon, and Blackwell, forthcoming 2008.
• "Sony's Blu-Ray Victory: Learning to Catch the Technology Wave?", Knowledge@Emory, 2008
• "Understanding the Seeds of Growth: Technological Evolution and Product Innovation", Annual Thought Leadership book on CRM Transformation, Montgomery Research, Inc. and Accenture, 2007.
• SPOTLIGHT ARTICLES: Lantos Geoffrey P. "Technological Evolution and Radical Innovation," The Journal of Product Innovation Management; 23:581-585; 2006
• "A New View of Technological Innovation" Insights from MSI, 2005
• "How Does a Technology Improve? - An Argument for Reinvesting in the Light Bulb", Knowledge@Emory, 2005
• "Platform Innovation and the Evolution of Technologies" Extended Abstract, Association for Consumer Research, ACR 2004
• Conference presentations at AMA Winter 2003, Utah Winter Conference on Product and Service Innovation 2004, ACR - Asia-Pacific 2004, Marketing Science Conference 2004, AMA Summer 2004
• Research award from MSI

 

2. James Gareth and Ashish Sood (2005), "Performing Hypothesis Tests on the Shape of Functional Data," Computational Statistics and Data Analysis, Vol. 50, Iss 1.

• Conference presentations at Marketing Science Conference 2005, ECRM 2005

 

3. Sood, Ashish and Gerard J. Tellis (2008) "Do Innovations Really Payoff? Total Stock Market Returns to Innovation" forthcoming, Marketing Science.

• "Research Productivity and Returns to Market Entry Decisions Hi-Tech Markets,” White paper, Center for Research on Technology & Innovation (CRTI), Kellogg School of Business, Northwestern University, 2005
• "Do Innovations Really Payoff? Total Stock Market Returns to Innovation" MSI Reports, Cambridge, MA: Marketing Science Institute, 2008
• "Do Innovations Ever Payoff? Total Stock Market Returns to Innovation" , Knowledge@Emory , 2008
• Conference presentations at Marketing Dynamics Conference 2005, IIT conference 2005, AMA Winter 2006, Marketing Science Conference 2006, ACAC 2006, WCRS 2006, Utah Winter Conference on Product and Service Innovation 2008, UC Irvine 2008, EMAC 2008
• Research awards from MSI and CRTI Kellogg
• SSRN's Top Ten download list for Marketing Network June 2008

 

4. Sood, Ashish, Gareth James, Gerard J. Tellis (2008) "Functional Regression: A New Model for Predicting Market Penetration of New Products", forthcoming, Marketing Science.

• "Functional Data Analysis: A New Approach for Predicting Market Penetration of New Products", MSI Electronic Working Paper Series, Cambridge, MA: Marketing Science Institute, 2008.
• "A New Approach to Predicting Market Penetration" Insights from MSI, Spring 2008
• "New Model for Predicting the Trajectory of New and Existing Products", Knowledge@Emory , 2008
• Conference presentations at AMA Winter 2008, UT Dallas Bass Conference 2008, Marketing Science Conference 2008
• Research award from Dean's Research Fund, Goizueta Business School
• SSRN's Top Ten download list for Marketing Science May 2008

 

Invited Presentations

• "Towards a Predictive Model of Technological Evolution", First Annual Greif Research Symposium, Greif Center for Entrepreneurial Studies, Marshall School of Business, USC, Los Angeles, March 2008.
• "Technical Evolution and Radical Innovation" Department of Management, The Wharton School, Seminar on the Evolution of Organizations and Industries (EOI), October 17, 2007
• "Decoding Disruption " Department of Marketing, The Warrington School of Business, University of Florida, September 28, 2007
• "Technological Innovation and Market Returns to Technological Innovations,” Smeal College of Business, Penn State University, State College, PA, March 28, 2005.
• "Research Productivity and Returns to Market Entry Decisions Hi-Tech Markets,” Center for Research on Technology & Innovation (CRTI), Kellogg School of Business, Northwestern University, Chicago, IL, March 14, 2005

 

Research Grants

• Dean's Research Grant Award for research on "Exploring Sales Patterns for Fast-Decay Product Categories" with Doug Bowman, 2008
• Research Award from the Marketing Science Institute 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, 2007
• Research Award from Emory University Research Committee (URC) for research on "Technological Evolution in the Pharmaceutical Market", 2007
• Research Award from the Marketing Science Institute for research on "Decoding Disruption" with Gerard J. Tellis, 2006
• Research Award from the Marketing Science Institute for research on "Technological Evolution and Market Growth: A Co-evolution Study in the Pharmaceutical Market" with Stefan Stremersch, 2006
• Dean's Research Grant Award for research on "Improving Prediction of the Path of Technological Evolution through Functional Clustering" with Gareth James, 2006
• John Funk Research Fellowship Award from Center for Research in Technology and Management, Kellogg School of Management for research on "Market Returns to Innovation", 2004
• Research Award from the Marketing Science Institute for research on "Technological Evolution and Product Innovation", 2003
• Research project - Philips Electronics Singapore Pte Ltd. for research on "Supplier Integration in Product Creation Process - a Strategic Assessment Survey", 2000

 

ACHIEVEMENTS AND AWARDS

• Finalist, Marketing Science Institute's Robert D. Buzzell Best Working Paper Award 2006
• Finalist, ISBM Doctoral Dissertation Award Competition 2004
• Winner, John Funk Research Fellowship, 2004-05

• Excellence in Teaching Award 2004 - 2005, Marshall School of Business
• Fellow, 2004 Marketing Science Doctoral Consortium
• Marquis Who's Who in the World and Marquis Who's Who in America, 2002-present

 

Conference Presentations

2008

• "“Towards a Predictive Model of Technological Evolution and Disruption”, Special Session on Strategic Marketing Issues at the Intersection of Marketing and Emerging Technologies, ISBM Academic Conference, San Diego, CA, August 6-7, 2008.
• "Functional Regression: A New Model for Forecasting Market Penetration of New Products", Special Session on Expanding Frontiers of Diffusion Research, Marketing Science Conference, Vancouver, June 12 - 14, 2008
• "Are Analysts Missing the Full Picture? Total Market Returns to Innovation", Special Session on Frontiers in Innovation, 37th EMAC Conference, Brighton, UK, May 27-30, 2008
• "Decoding Disruption", Innovation, Entrepreneurship, and IP Policy Seminar, Atlanta, 2008
• "Decoding Disruption", Annual Georgia Research Seminar, Emory University, Atlanta, April 4, 2008.
• "Towards a Predictive Model of Technological Evolution", First Annual Greif Research Symposium, Greif Center for Entrepreneurial Studies, Marshall School of Business, USC, Los Angeles, March 2008.
• "Total Market Returns to Innovation" UC Irvine Paul Merage School of Business, Irvine, Feb 2008
• “Functional Regression: A New Model for Predicting Market Penetration of New Products,” Research Frontiers in Marketing Science Conference, UT Dallas, Feb 21 - 23, 2008.
• “Stock markets' Reaction to Innovation: Total Market Returns to New Products,” Utah Winter Conference on Product and Service Innovation, Salt Lake City, Feb 7-9, 2008.
• “Improving Prediction of the Diffusion of New Products through Functional Clustering,” Special Session - Innovation, Product Development and Diffusion, AMA Winter Marketing Educators Conference, Austin, TX, Feb 15 - 18, 2008.

 

2007

• “Decoding Disruption,” Special Session - Innovation and Disruption, PDMA International Conference, Orlando, Sep 29-30, 2007.
• “Decoding Disruption,” Fifth West Coast Research Symposium On Technology Entrepreneurship, Center for Innovation and Entrepreneurship, University of Washington, Sep 7-8, 2007.
• “Decoding Disruption,” Special Session - Technological Evolution and Organizational Innovation, INFORMS Marketing Science Conference, Singapore, June 28-30, 2007.
• “Decoding Disruption,” Special Session - New Perspectives on Disruptive Innovations, Strategic Sources of Advantage, Atlanta Competitive Advantage Conference, Atlanta, June 14-16, 2007.
• “Decoding Disruption,” Innovation and New Product Development Track, 36th EMAC Conference, Reykjavik University, Reykjavik, Iceland, May 22-25, 2007.
• “Decoding Disruption,” Special Session - TECHSIG, Technology, Product And Firm Characteristics On Market And Firm-Level Innovation Outcomes, AMA Winter Marketing Educators’ Conference 2007, San Diego, February 16-19.
• “Decoding Disruption,” Utah Winter Conference on Product and Service Innovation, Salt Lake City, Feb 8-10, 2007.

 

2006

• “Total Market Returns to New Products,” Special Session: “Strategy and Performance Implications of Product Innovation and Product Design,” Research forum: Creating and Appropriating Value in Innovation Management, PDMA Conference, Atlanta, October 21-22, 2006
• “Financial Returns to Technopreneurship,” Fourth West Coast Research Symposium on Technology Entrepreneurship, Seattle, Sep 8-9, 2006
• “Recognizing Companies with Distinctive Advantages: Total Market Returns to Innovation,” Research to Practice Special Session Forum, Atlanta Competitive Advantage Conference, Atlanta, June 15-17, 2006
• “Financial Value of Marketing: Total Market Returns to Innovation,” Special Session, Marketing Science Conference, Pittsburg, June 8-10, 2006
• “Total Market Returns to New Products,” Special Session:  “Strategy and Performance Implications of Product Innovation and Product Design,” AMA Winter Educators' Conference, St. Petersburg, FL, February 17-20, 2006

 

2005

• "Total Stock Market Rewards to Innovations" (with Gerard J Tellis), Innovative New Product Development: Engineering Meets Marketing, Indian Institute of Technology, Chennai, India, December 21 - 23, 2005
• "Real Market Returns to New Products,” Marketing Dynamics Conference, Sacramento, CA, September 21-24, 2005
• "When will this technology improve? - Hypothesis Tests on the Shape of Functional Data," ECRM 2005: The 4th European Conference on Research Methodology for Business and Management Studies, Université Paris-Dauphine, Paris, France, April 21-22 2005
• "Performing Hypothesis Tests on the Shape of Functional Data," Marketing Science Conference, Atlanta, June 16-18, 2005

 

2004

• "Understanding the Seeds of Growth: Technological Evolution and Radical Innovation" (with Gerard J Tellis), MSI Conference - Hot Thoughts on Innovation: Insights at the Intersection of Marketing and Technology, AMA Summer Marketing Educators' Conference, Boston, August 6, 2004
• "The S-curve of Technological Evolution: Strategic Law or Self-Fulfilling Prophecy?" Marketing Science Conference, Rotterdam, June 24-26, 2004
• "Technological Evolution and Radical Innovation," Association for Consumer Research, ACR 2004, Asia - Pacific Conference Seoul, South Korea, May 13-15, 2004
• "Understanding the Seeds of Growth: Technological Evolution and Radical Innovation," Winter Product-Process Innovation Conference, Park City, Utah Feb 26-28, 2004

 

2003

• "Global Diffusion of Hi-Tech Products," CIBEAR Doctoral Student Conference, Internationalizing Doctoral Education for Business (IDEB), Indiana University, Bloomington, August 6-8, 2003
• "Understanding the Seeds of Growth: Technological Evolution and Radical Innovation," AMA 2003 Winter Marketing Educators' Conference, Orlando, Feb 14-17, 2003

Areas of Specialization

• Radical innovation and technology management
• New product growth and market entry
• Financial analyses

Teaching

BBA, MBA (part time and full time), and PhD

• Marketing Strategy, Goizueta Business School, Emory University 2007, 2006, 2005
• B2B Marketing, Marshall School of Business, USC, 2004
• Marketing Management, Nanyang Business School, NTU, Singapore, 2000, 2001

Professional Memberships and Activities

• Director Analytics, Emory Marketing Institute, Emory University, Atlanta
• Auditor, Singapore Quality Award for Business Excellence 1996
• Lead Assessor for International Quality Management System, ISO 9001
• Lead Assessor for Environmental Management System, ISO 14001
• Member - Institute for Operations Research and the Management Sciences
• Member - Product Development and Management Association
• Member - Mu Kappa Tau National Marketing Honor Society
• Associate - The Institution of Engineers (India)

 

Academic Background

• PhD, Marketing, Marshall School of Business, University of Southern California, 2005
• MBA, Management of Technology, Nanyang Technological University, Singapore, 2000
• BE, Electrical Engineering, Delhi College of Engineering, Delhi, India, 1989