Avinash Malshe

Associate Professor, Marketing

amalshe@stthomas.edu

(651) 962-4287

Minneapolis Campus
1000 LaSalle Ave
Terrence Murphy Hall 343U
Minneapolis, MN 55403

B.S., Pharmaceutical Science, University of Mumbai
M.M.S., Marketing, University of Mumbai
Ph.D., Marketing, University of Nebraska - Lincoln

See publications in UST Research Online

Avinash Malshe received his Ph.D. in marketing from the University of Nebraska-Lincoln and he has taught at the University of St. Thomas for 10 years. His primary research interest is marketing strategy, especially the interface between sales and marketing functions and its impact on strategy development and implementation. His work is published in marketing, management and business journals, including: Journal of the Academy of Marketing Science, Journal of Management, Journal of Product Innovation Management, Journal of Business Research, European Journal of Marketing, Industrial Marketing Management, Journal of Personal Selling and Sales Management, Journal of Business and Industrial Marketing, Journal of Strategic Marketing, Journal of Business to Business Marketing, International Business Review and International Small Business Journal. He also co-authored Improving Sales and Marketing Collaboration: Step-by-step Guide published by Business Expert Press in 2014.

Malshe is the inaugural recipient of the Susan E. Heckler Research Excellence Award within the Opus College of Business. He primarily teaches graduate courses in marketing management, brand management and health care marketing in the Full-Time, Evening and Health Care UST MBA programs. He has also taught the capstone undergraduate course in marketing management. Before his academic career, he worked for more than five years as a brand manager in the pharmaceutical industry with Pfizer Inc. and Ranbaxy Ltd. in their South Asia operations. He has trained and consulted with business executives in both for-profit and nonprofit sectors on a variety of marketing issues. He is an active source for the media and has written numerous "Outside Consultant" columns in the Star Tribune, in which he advises small businesses on the unique marketing challenges they face.

Fall 2016 Courses
Fall 2016 Courses
Crs - Sec Title Days Time Location
MKTG 430 - 02 Marketing Management - T - R - - - 0955 - 1135 MCH 106
Description of course Marketing Management : CRN: 43002
Small Business Institute clients present student teams with business problems that require solutions. Student teams diagnose the client's problem and craft and present a solution to the client. Time is divided between reviewing and integrating the students' marketing backg round, facilitating the student contact with the client, and providing consulting to the client. Prerequisites: MKTG 340 or 345; one additional Marketing elective; BETH 301 and senior standing
Schedule Details
Location Time Day(s)
MKTG 600 - 111 Marketing Management M - W - - - - 0830 - 1000 SCH 127
Description of course Marketing Management : CRN: 43104
This course offers a managerial approach to the study of strategic market decision making. It will examine the basic principles of marketing and their use in developing an optimum marketing mix. It will cover such topics as market planning; segmentation and target marketing; channels of distribution; consumer behavior; competitive analysis; pricing, demand analysis and forecasting; promotion, sales management; and product decisions. The course is designed to build a conceptual foundation for understanding and analyzing marketing situations. You will learn a managerial approach to applying marketing principles to practical marketing situations. This course provides a foundation for further education in marketing. Prerequisite: None
Schedule Details
Location Time Day(s)
J-Term 2017 Courses
J-Term 2017 Courses
Crs - Sec Title Days Time Location
Spring 2017 Courses
Spring 2017 Courses
Crs - Sec Title Days Time Location
MKTG 600 - 424 Marketing Management See Details * *
Description of course Marketing Management : CRN: 22122
This course offers a managerial approach to the study of strategic market decision making. It will examine the basic principles of marketing and their use in developing an optimum marketing mix. It will cover such topics as market planning; segmentation and target marketing; channels of distribution; consumer behavior; competitive analysis; pricing, demand analysis and forecasting; promotion, sales management; and product decisions. The course is designed to build a conceptual foundation for understanding and analyzing marketing situations. You will learn a managerial approach to applying marketing principles to practical marketing situations. This course provides a foundation for further education in marketing. Prerequisite: None
Schedule Details
Location Time Day(s)
SCH 4211300-170023 Mar '17
-- - - - - - -
SCH 4211300-170024 Mar '17
SCH 4211300-170025 Mar '17
MKTG 652 - 111 Applied Business Research See Details * *
Description of course Applied Business Research : CRN: 22128
Registration is restricted to Full-time MBA students only. This course requires students to bring together the concepts they have reviewed and learned in the first semester of the program in order to assist a Twin Cities organization with a current business problem or to assess a current opportunity. Teams of students will be designing, implementing and reporting on this business project and will be evaluated by both the professor(s) and the clients for whom they conduct the project. Course material will include the presentation of qualitative and quantitative data collection techniques, the uses of secondary data sources, the assessment of data collection quality and the application of statistical analyses to provide managers with relevant information that improves the effectiveness of their decisions.
Schedule Details
Location Time Day(s)
SCH 1270830-114524 Jan '17
SCH 1270830-114525 Jan '17
SCH 1270830-114526 Jan '17
SCH 1270830-114527 Jan '17
SCH 1270830-1000M - W - - - -
Academic and Professional Positions
  • Associate Professor, University of St. Thomas, Saint Paul / Minneapolis (2011 - present)
  • Assistant Professor, University of St. Thomas, St. Paul / Minneapolis (2005 - 2011)
  • Instructor, University of Nebraska, Lincoln (2001 - 2005)
  • Research Assistant, University of Nebraska, Lincoln (2001 - 2005)
  • Brand Manager, Ranbaxy Laboratories, New Delhi (2000 - 2001)
  • Assistant Product Manager, Pfizer Pharmaceuticals, Inc., Mumbai (1996 - 1999)
  • Medical Service Representative, Dr. Reddy's Laboratories, Mumbai (1993 - 1993)

Professional Memberships
  • American Marketing Association
  • European Marketing Academy

Professional Service
  • AMS - Academy of Marketing Sciences Review, Reviewer
  • American Marketing Association Educator Conferences, Reviewer
  • Business Ethics, A European Review, Reviewer
  • EMAC - European Marketing Academy Conference, Reviewer
  • European Journal of Marketing, Reviewer
  • Industrial Marketing Management, Reviewer
  • International Business Review, Reviewer
  • International Journal of Marketing Research, Reviewer
  • Journal of Business Ethics, Reviewer
  • Journal of Business Research, Reviewer
  • Journal of Consumer Behavior, Reviewer
  • Journal of Marketing Theory and Practice, Reviewer
  • Journal of Personal Selling and Sales Management, Reviewer
  • Journal of Product Innovation Management, Reviewer

Publications
  • Johnson, J., Friend, S., & Malshe, A. (forthcoming). Sending mixed signals: amending signaling theory using key account customer perspectives. Journal of Personal Selling and Sales Management, (36)(3), pp. 264-280
  • Malshe, A., Johnson, J., & Viio, P. (forthcoming). Understanding the sales-marketing interface dysfunction experience in business-to-business firms: A matter of perspective. Industrial Marketing Management,
  • Rothausen, T. J., Henderson, K. E., Arnold, J. K., & Malshe, A. (forthcoming). Should I stay or should I go? Identity and well-being in sensemaking about retention and turnover. Journal of Management,
  • Friend, S., & Malshe, A. (2016). Key skills for crafting customer solutions within an ecosystem: A theories-in-use perspective. Journal of Service Research, (19)(2), pp. 174-191
  • Krush, M., Malshe, A., Al-Khatib, J. A., Al-Jomaih, K., & Katoua, H. (2014). Value creation within the sales-marketing interface: The varied approaches to integration. Journal of Selling, (14)(2), pp. 6-19
  • Malshe, A., & Biemans, W. (2014). The role of sales in NPD: An investigation of the healthcare industry. Journal of Product Innovation Management, (31)(4), pp. 664-679
  • Malshe, A., Al-Hhabib, M., Al-Torkistani, H., & Al-Khatib, J. A. (2013). Challenges to sales force transformation in emerging markets. Journal of Strategic Marketing, (21)(4), pp. 347-367
  • Pryor, S., Malshe, A., & Paradise, K. (2013). Salesperson listening in the extended sales relationship: An exploration of cognitive, affective, and temporal dimensions. Journal of Personal Selling and Sales Management, (33)(2), pp. 185-196
  • Biemans, W., Makavec, B., & Malshe, A. (2012). Sales-marketing Interfaces with Business. Transformation in Business and Economics, (11)(2A), pp. 478-487
  • Hughes, D., LeBon, J., & Malshe, A. (2012). The marketing-sales interface at the interface: Creating market-based capabilities through organizational synergy. Journal of Personal Selling and Sales Management, (32)(1), pp. 57-72
  • Malshe, A., Al-Khatib, J. A., Al-Habib, M., & Shaza, E. (2012). Exploration of sales-marketing interface nuances in Saudi Arabia. Journal of Business Research, (65), pp. 1119-1125
  • Al-Khatib, J. A., Malshe, A., Sailors, J. J., & Clark, I. (2011). The impact of deceitful tendencies, relativism and opportunism on the negotiation tactics: a comparative study of U.S. and Belgian managers. European Journal of Marketing, (45)(1/2), pp. 133-152
  • Malshe, A. (2011). An exploration of key connections within sales-marketing interface. Journal of Business and Industrial Marketing, (26)(1), pp. 45-57
  • Biemans, W., Makovec Brencic, M., & Malshe, A. (2010). Marketing-sales interface configurations in B2B firms. Industrial Marketing Management, (39)(2), pp. 183-194
  • Jassawalla, A., Sashittal, H., & Malshe, A. (2010). Effects of transparency and at-stakeness on students' perceptions of their ability to work collaboratively in effective classroom teams: A partial test of the Jassawalla and Sashittal model. Decision Sciences Journal of Innovative Education, (8)(1), pp. 35-54
  • Malshe, A. (2010). How is marketers' credibility construed within the sales-marketing interface?. Journal of Business Research, (63), pp. 13-19
  • Malshe, A., Al-Khatib, J. A., & Sailors, J. J. (2010). Business to business negotiations: The role of deceit, relativism, and opportunism. Journal of Business-to-Business Marketing, (17)(2), pp. 173-207
  • Jassawalla, A., Sashittal, H., & Malshe, A. (2009). Student Perceptions of Social Loafing: Its Antecedents and Consequences in Undergraduate Business Classroom Teams. Academy of Management Learning and Education Journal, (8)(1), pp. 42-54
  • Malshe, A. (2009). Strategic Sales Organizations: Transformation Challenges & Facilitators within the Sales-Marketing Interface. Journal of Strategic Marketing, (17)(3-4), pp. 271-289
  • Malshe, A., & Sohi, R. S. (2009). What makes strategy making across the sales-marketing interface more successful?. Journal of Academy of Marketing Science, (37), pp. 400-421
  • Malshe, A., & Sohi, R. S. (2009). Sales buy-in of marketing strategies: Exploration of its nuances, antecedents and contextual conditions. Journal of Personal Selling and Sales Management, (29)(3), pp. 207-225
  • Al-Khatib, J. A., Malshe, A., & Abdukader, M. (2008). Perceptions of unethical negotiation tactics: A comparative study of U.S. and Saudi managers. International Business Review, (17)(1), pp. 78-102
  • Miller, N. J., Besser, T. L., & Malshe, A. (2007). Strategic networking among small businesses in small U.S. business communities. International Small Business, (25)(6), pp. 631-634

Books and Chapters
  • Malshe, A., & Biemans, W. (2014). Improving sales and marketing collaboration: A step-by-step guie. Business Expert Press
  • Arnould, E. J., Price, L. L., & Malshe, A. (2006). Toward a Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. In Robert F. Lusch and Stephen Vargo (Ed.), Toward a cultural resource-based theory of the customer. M.E. Sharp

Research Interests
  • Marketing strategy
  • Business to business marketing
  • Value co-creation

Awards and Honors
  • Baker Award for Excellence in Service by a Graduate Student, Marketing Department, University of Ne, 2002
  • Doctoral Consortium Fellow, AMA-Sheth Doctoral Consortium, College Station, Texas, 2004
  • Marketing Department, University of Nebraska-Lincoln, 2003
  • OCB - Susan E. Heckler Research Excellence Award, 2012
  • Recipient of Gerald Phillippe Fellowship, University of Nebraska-Lincoln, 2003
  • University of Nebraska, 2004

Presentations
  • "Developing better products by leveraging an organization's learning capacity" European Marketing Academy Conference, Oslo, Norway, June 01, 2016
  • "Managing customer non-receptivity during value co-creation" European Marketing Academy Conference,, Oslo, Norway, June 01, 2016
  • "Adapting the adaptation approach: How sales and marketing may make the strategy process work" 5th Biennial Conference on Enhancing Sales Force Productivity, Atlanta, Georgia, June 01, 2015
  • "What marketing strategy matters? Examining a contingency model of the relationship between marketing performance measurement and firm performance" Academy of Marketing World Marketing Congress, Lima, Peru, August 01, 2014
  • "Strategic important of marketing planning capabilities: A perspective from Saudi Arabia" Academy of Marketing World Marketing Congress, Lima, Peru, August 01, 2014
  • "Learning to improve new product outcomes" Academy of Marketing World Marketing Congress, Lima, Peru, August 01, 2014
  • "Why does marketing strategy implementation fail and what may be done about it? A multi-level investigation within the sales-marketing interface." Thought Leadership in Sales Conference, New York, New York, June 01, 2014
  • "Getting sales and marketing to work together: A grounded theory investigation" Emerging Markets Conference Board, Indian Institute of Management,, Lucknow, Noida, January 01, 2014
  • "Sales-marketing interface and company performance: Is information use the missing link?" EMAC - European Marketing Association Conference, Istanbul, Turkeu, June 01, 2013
  • "The roles of marketing and sales in new product development" American Marketing Association, Chicago, IL, August 01, 2012
  • "A nuanced view of the marketing-sales activity interface" American Marketing Association, Chicago, IL, August 01, 2012
  • "Emotional and physical strain and identity cycles in voluntary turnover" SIOP - Society for Industrial and Organizational Psychology, San Diego, CA, April 01, 2012
  • "Emotional and physical strain and identity cycles in voluntary turnover" SIOP - Society for Industrial and Organizational Psychology, San Diego, CA, April 01, 2012
  • "The role of the marketing-sales interface in product development" PDMA - Production and Development Management Association, Phoenix, AZ, October 01, 2011
  • "The multifaceted nature of sales-marketing interfaces" AMA - American Marketing Association Summer Educators Conference, San Francisco, CA, August 01, 2011
  • "Building internal competitive advantage: The marketing-sales interface at the interface" AMA - American Marketing Association Summer Educators Conference, San Francisco, CA, August 01, 2011
  • "A motley pattern of sales-marketing integration" AMS - Academy of Marketing Sciences World Marketing Congress, Reims, France, July 01, 2011
  • "The iterative assessment model of voluntary turnover: content, process, identity & work life." Academy of Management, Montreal, Canada, August 01, 2010
  • "Taking marketing-sales interface research in a new direction- A research agenda" EMAC - European Marketing Association Conference, Copenhagen, Denmark, June 01, 2010
  • "Sales-marketing interface, its configuration and effects: The case of U.S., Dutch and Slovenian B2B firms" Scientific Conference on Marketing Theory Challenges in Transitional Societies, Maribor, Slovenia, September 01, 2009
  • "The elusive search of perfect sales-marketing interface" EMAC - European Marketing Association Conference, Nantes, France, May 01, 2009
  • "The effects of infrastructural and information-related factors on the performance of SMEs in developing countries" International Academy of Business and Public Administration Annual Conference, Dallas, Texas, April 01, 2009
  • "How managerial insights inform our notion of sales-marketing integration" Sales Force Productivity Conference, Kansas City, Kansas, April 01, 2009
  • "Marketing strategy implementation failure: An exploratory investigation through the sales-marketing interface lens" AMA - American Marketing Association Winter Educators' Conference, Tampa, Florida, January 01, 2009
  • "Fostering cooperation between sales and marketing" IIAM - Indian Institute of Management Conference, Ahmedabad, India, January 01, 2009
  • "A nuanced perspective on sales-marketing integration" EMAC - European Marketing Association Conference, Nantes, France, January 01, 2009
  • "Marketing-sales interface configurations in B2B firms" Institute for the Study of Business Markets Bi-Annual Conference, San Diego, California, August 01, 2008
  • "Embedded loyalties: A consumer centric view, in contracting for relationships" Association for Consumer Research, Portland, Oregon, January 01, 2005