Devanathan Sudharshan
Professor of Business Administration

Department of Business Administration, College of Business

Degrees | Positions | Publications | Honors | Academic Service | Teaching/Research
Ph.D. Business Administration, University of Pittsburgh, 1982
B. Tech. Electrical Engineering, Indian Institute of Technology, 1974
Positions Held
At the University of Illinois since 1982. Associate dean for planning, 1997-2000. Project engineer, Siemens India, 1976-77. Graduate engineer trainee, Larsen and Tourbo, Ltd., India, 1974-76.
Recent Publications
"A Hierarchical Framework of New Product Developmant: An Example From Biotechnology," with Maria T. Alexandre and Olivier Furrer, European Journal of Innovation Management, (forthcoming). MarketThinker, Prentice-Hall, (forthcoming electronic book). "Effects of Interruptions on Consumer Online Decision Processes," with Lan Xia, Journal of Consumer Psychology, Vol. 12, No. 3 (2002), pp. 265-280. "Sibling Brands and Response to Entry: The Case of the Marion Retail Coffee Market," with Thomas Gruca and K. Ravi Kumar, Journal of the Academy of Marketing Science, Vol. 30, No. 1 (Winter 2002), pp. 59-69. "Internet Market Research: Opportunities and Problems," with Olivier Furrer, Qualitative Market Research: An International Journal Special Issue on Research in cybespace, Vol. 4, No. 3 (2001), pp. 123-129. "Marketing Mix Response to Entry in Segmented Markets," with Thomas S. Gruca and K. Ravi Kumar, International Journal of Research in Marketing, Vol. 18 (2001), pp. 53-66. "Japanese firm response to changing regulation: a dynamic strategic group analysis," with Sabine B. Reddy and Tom Roehl, Journal of International Business and Economy, Vol. 2, No. 1 (Fall 2001), pp. 15-38. "The Relationships Between Culture and Behavioral IntentionsToward Services," with O. Furrer and B. Liu, Journal of Service Research, Vol. 4, No. 2 (November 2001), pp. 118-129. "Segmenter le marché européen des services: Une approche culturelle" (with Olivier Furrer), Revue Française du Marketing, No. 181 (2000/2001), pp. 81-96. "Marketing Technology Management: An Emerging Function and a Process for the Management of a Core Competence," with Maria T. Alexandre and Olivier Furrer, Proceedings of the Winter Educator's Conference, American Marketing Association, 2000. (Refereed). "The Relationship between Culture and Service Quality Perceptions: Basis for International Market Segmentation and Resource Allocation," with O. Furrer and B. Liu, Journal of Service Research, Vol. 2, No. 4 (2000), pp. 355-371. "After-Service Response in Service Quality Assessment: A Real-Time Updating odel Approach," with Lawrence O. Hamer and Ben S. Liu, Journal of Service Marketing, Vol.14, No.3 (2000), pp. 160-177. Won the Outstanding Paper of the year award for Vol. 14. Marketing Strategy: Relationships, Offerings, Timing and Resource Allocation (Prentice-Hall, 1995).
Honors and Awards
Selected for consideration for McKinsey Quarterly Best Conference Paper Prize. "On modeling Resource-Strategy_performance Linkages," with Olivier Furrer, Strategic Management Society 22nd Annual International Conference, Paris, France, Sept. 22-25. The most Outstanding Paper in the 2000 volume of the Journal of Service Marketing. "After-Service Response in Service Quality Assessment: A Real-Time Updating Model Approach," with Lawrence O. Hamer and Ben S. Liu, Journal of Service Marketing, 2000, Vol.14, No.3, 160-177. Awarded the 1994 Advisory Council, CCBA UIUC, Executive and Professional Development Award. Awarded MBA Alumni Faculty Fellowship (1991). Awarded MBA Outstanding Educator Award for excellence in teaching, 1985-86. Grant from the Illinois Beef Industry, 1991-94. Grant from IBM, 1998, Grant from Intel, 1999, Research support from Strategic Planning Institute, Accenture, 2001. Hall of Fame member (for research) ANBAR. Member of Academic Advisory Committee for the Governor of the state of Illinois' strategic planning office, 1999-present.
Academic Service
Member of Editorial Board of the Journal of Marketing, 1996-2002. Member, Editorial board of the Journal of Market Focused Management, 1995-present. Member, Editorial Board of the Journal of the Academy of Marketing Science, 2000-present.  Co-chair of the Paul D. Converse Symposium on Marketing, 1992, 1986. Chairperson for Marketing Science Conference, TIMS, 1990. Co-chair American Marketing Association's Summer Marketing Educators' Conference, San Francisco, 1999.
Teaching and Research
Teaches marketing courses in marketing management, strategy, and new product management. Current research focuses on Marketing Strategy, Technology Management (including Internet marketing), International Business and Marketing, and Strategic Management. Has served as a consultant to several firms on general management, industrial marketing, high-technology marketing, and marketing research methodology.

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