Naresh K. Malhotra


Naresh K. Malhotra
Naresh K. Malhotra is Nanyang Professor, Nanyang Business School, Nanyang Technological University, Singapore and Regents’ Professor Emeritus, Georgia Institute of Technology, Atlanta. In 2010, he was selected as a Marketing Legend.
            Early in his career, Professor Malhotra emerged as a thought leader in the field of marketing research, consumer behavior, marketing management, retailing, health care marketing, management information systems, and other areas in marketing and related disciplines. He has been instrumental in bringing some of these research domains to the fore front, advancing the state-of-the art, and identifying future directions that have resulted in significant developments in these areas. Dr. Malhotra has received several published top research ranking based on publications in the top marketing journals. Perhaps the most significant of these rankings is a study by Ford et al. (2008). In a landmark study by Ford et al. (2008) examining publications in the top four marketing journals (Journal of Marketing Research (JMR), Journal of Marketing (JM), Journal of the Academy of Marketing Science (JAMS), and Journal of Consumer Research (JCR)) over a 25-year period from 1977 to 2002, Professor Malhotra has three top-three rankings: ranked number three based on publications in all the four journals combined, ranked number three based on publications in JMR, and ranked number one based on publications in JAMS. In addition, Professor Malhotra has other, independent top research rankings.
            In an article by Wheatley and Wilson (1987), Professor Malhotra was ranked number one in the country based on articles published in the Journal of Marketing Research during 1980-1985. He also holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing (ACR Newsletter 1994, Latta 1994). He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through Volume 23, 1995. He is also number one based on publications in JAMS during the ten-year period 1986-1995 (See tables 6 and 7 of JAMS, Vol.24, No. 4, Fall 1996, page 297). In an Editorial by Schlegelmilch (2003), Malhotra was ranked number one based on publications in the International Marketing Review from 1992 to 2002. He is also ranked number one based on publications in the International Marketing Review since its inception (1983) to 2003 (Table V, IMR, 22(4) (2005)). He is also ranked number one based on publications in the International Marketing Reviewfrom 1996 to 2006 based on a study by Xu et al. (2008) published in the Asia Pacific Journal of Management.
            He has received seven Best Paper awards for articles published in refereed journals. In addition, he has received several other best paper awards for paper presented in national and international conferences. For example, he is the two-time winner of the WilliamR. Darden Award for Best Research Methodology Paper given by the annual national conference of the Academy of Marketing Science.
            Professor Malhotra’s research displays truly remarkable depth and breadth. The depth of his research is reflected in rich theory, meticulous research design, sophisticated data analysis, and sound interpretation and implications that characterize individual papers. His depth is also reflected in the programmatic research that he has undertaken and the main journals he has targeted. This includes ten publications in the prestigious Journal of Marketing Research, ten in the Journal of the Academy of Marketing Science, eleven papers in the International Marketing Review, and ten publications in the Journal of Health Care Marketing. This has also resulted in top research rankings as the number one author based on publications in each one of these four journals. Professor Malhotra’s publications appear in more than forty other refereed journals. In addition to being the most published authors in individual journals, he might well be the marketing academic who has published in most refereed journals! The expansive breadth of his research is also indicated by the topics he has emphasized that cover an array of subjects in marketing research, consumer behavior, marketing management, public policy, international marketing, cross-cultural research, retailing, health care marketing, ethics, quality of life, pedagogy, management information systems and technology.
            Research on research methods has always been an area that has fascinated Professor Naresh K. Malhotra and where he has made path-breaking contributions. In the areas of conjoint analysis and multidimensional scaling he made noteworthy contributions in terms of better estimation procedures, and in terms of assessment of reliability, stability, and validity of results obtained from these procedures. He has developed procedures that greatly reduced the data collection demands imposed on the respondents and yet allow the estimation of these models at the individual level. Eight of the ten papers that Naresh published in the Journal of Marketing Research are in this area. Given his extensive knowledge of marketing research, he has written a few state-of-the art reviews, identified emerging issues and trends, offered prescriptions for the future for both single-country and cross-cultural marketing research.
            Naresh has worked extensively in consumer information processing and decision making. He has done pioneering work in this area and was the first to show that consumers cannot process more than five alternatives or information on more than ten attributes simultaneously without suffering the dysfunctional consequences of information overload. A related area of enquiry has been consumer cognitive styles, including extremity of judgment, cognitive differentiation, cognitive integration, cognitive complexity, and visual vs. verbal information processing. Naresh’s contributions in consumer behavior also encompass attitude, intention and choice. He has made significant contributions, both conceptually and empirically in understanding the interaction between attitude and affect.
            Dr. Malhotra’s depth and breadth of marketing knowledge is reflected in the many significant contributions he has made to marketing management and policy. These include areas such as market segmentation, new product development, sales forecasting, business-to-business marketing, and relationship marketing. Other notable contributions include customer complaint behavior, satisfaction, defection, and loyalty, where he has made significant conceptual and empirical contributions. He is one of the very few researchers who have contributed to both consumer and business-to-business marketing. 
Naresh has also published research in international marketing and cross-cultural research. He has made very significant theoretical, conceptual, and methodological contributions in this area. Conceptually, he developed a multi-theoretical framework for explaining internationalization and entry modes receiving the Hans Thorelli Best Paper Award from the Journal of International Marketing. Methodologically, he proposed several improvements in administering international marketing research surveys. Professors Malhotra was one of the first in marketing to recognize and empirically investigate the importance of regional trading blocs in terms of formulating international marketing strategies.
            In the area of services, Naresh K. Malhotra has made contributions in two distinct areas: retailing and health care. His threshold model of store choice was hailed as a landmark study and won the Best Paper Award from the Journal of Retailing. Subsequently, he extended this work to develop a model of store choice based on censored preference data. He addressed a variety of issues in health care including market segmentation, marketing strategy, and preference and choice for alternative health care delivery modes. 
Dr. Malhotra has extended the technology acceptance model in several significant ways. He adds the role of habit, feedback, belief updating, and self perception to explain the continued use of MIS by taking a longitudinal perspective. Given his strong methodological bent, he also makes significant contributions in terms of measurement and developing a methodology to analyze and adjust for common method variance. This research has appeared in top journals such as Management Science, Information Systems Research, and Decision Sciences.
            He was Chairman, Academy of Marketing Science Foundation, 1996-1998, and was President, Academy of Marketing Science, 1994-1996, and Chairman, Board of Governors, 1990-1992. He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute. He is the Founding Editor of Review of Marketing Research and served as an Associate Editor of Decision Sciences for 18 years and has served as Section Editor, Health Care Marketing Abstracts, Journal of Health Care Marketing. Also, he serves on the Editorial Board of eight (8) journals.
Selected Books
Malhotra, N. K., Marketing Research: An Applied Orientation, Sixth Edition, Upper Saddle River, N.J.: Prentice Hall, Inc., 2010. 
This book has been adopted by more than 144 schools in the United States and translated into eight languages: Chinese, Spanish, French, Russian, Portuguese, Hungarian, Bahasa Indonesia, and Japanese. In addition, this book also has several English language editions: North American, International, European, Indian, and Australia & New Zealand. This book is the international leader in graduate marketing research texts.
Malhotra, Naresh. K., Basic Marketing Research: A Decision-Making Approach, Third Edition Prentice Hall, Inc., Upper Saddle River, N.J.: Prentice Hall, Inc., 2009. This book has also been translated into several languages.
Selected Journal Publications (2001-2010)
Malhotra, Naresh K. and Mark Peterson "Marketing Research in the New Millennium: Emerging Issues and Trends," Market Intelligence and Planning, 2001, 19(4) (2001): 216-235.
Malhotra, Naresh K. and Daniel McCort, “A Cross-Cultural Comparison of Behavioral Intention Models: Theoretical Consideration and an Empirical Investigation,” International Marketing Review, 18(3) (2001): 235-269.
Mathwick, Charla, Naresh K. Malhotra, and Edward Rigdon, “The Effect of Dynamic Retail Experiences on Experiential Perceptions of Value: An Internet and Catalog Comparison,” Journal of Retailing, 78 (2002): 51-60.
Malhotra, Naresh K. and Betsy Charles, “Overcoming the Attribute Prespecification Bias in International Marketing Research by Using Nonattribute Based Correspondence Analysis,” International Marketing Review, 19(1) 2002, 65-79.
Naresh K. Malhotra, James Agarwal and Francis Ulgado, “Internationalization and Entry Modes: Multi-Theoretical Framework and Research Propositions,” Journal of International Marketing, 11(4) (2003): 1-31.
Malhotra, Naresh K., Sung Kim, and James Agarwal, “Internet Users’ Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model,” Information Systems Research, 15(4) (December 2004): 336-355. 
Malhotra, Naresh K., Betsy Charles and Can Uslay, “Correspondence Analysis: Methodological Perspectives, Issues and Applications,” Review of Marketing Research, 1 (2005): 285-316.
Malhotra, Naresh K. Lan Wu, and Jeryl Whitelock, “An Overview of the First 21 Years of Research in the International Marketing Review, 1983-2003,” International Marketing Review, 22(4) (2005): 391-398 (Invited).
Malhotra, Naresh K. “Attitude & Affect: New Frontiers of Research in the Twenty-First Century,” Journal of Business Research 58(4) (April 2005): 477-482.
Kim, Sung and Naresh K. Malhotra, “Predicting System Usage From Intention and Past Use: Scale Issues in the Predictors,” Decision Sciences 36(1) (February 2005): 187-196.
Kim, Sung and Naresh K. Malhotra, “A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Post-Adoption Phenomena, Management Science 51(5) (May 2005): 741-755.
Kim, Sung, Naresh K. Malhotra, and Sri Narasimhan “Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison” Information Systems Research, 16(4) (December 2005): 418-432.
Naresh K. Malhotra, Sung Kim, and Ashutosh Patil, “Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research, Management Science, (December 2006), 1865-1883.
Naresh K. Malhotra and Can Uslay, “Relative Presence of Business-to-Business Research in the Marketing Literature: The Demand-Oriented Path Forward,” Journal of Business to Business Marketing, 16(1&2) (January 2009): 23-30.
James Agarwal, Naresh K. Malhotra and Ruth Bolton, "A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Service Quality," Journal of International Marketing (September 2010), forthcoming.
Heungsun Hwang, Naresh K. Malhotra, Youngchan Kim, Marc A. Tomiuk and Sungjin Hong, “A Comparative Study on Parameter Recovery of Three Approaches to Structural Equation Modeling,” Journal of Marketing Research (August 2010), forthcoming.
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