Yogesh Joshi is an associate professor at the Robert H. Smith School of Business at the University of Maryland. He works in the areas of marketing and innovation. His research focuses on strategic marketing decisions, product differentiation, brand strategy, social influence, the diffusion of innovations, and new product development. He teaches customer centric innovation in the undergraduate program and innovation and product development in the MBA program.
His research has been published in leading academic journals, includingMarketing Science, Management Science, and the Journal of Marketing Research. In 2011, he was recognized as a Marketing Science Institute Young Scholar. His prior industry experience includes work as a strategy consultant at McKinsey & Company, on issues related to marketing, operations and technology. He holds a PhD in Marketing from the Wharton School of the University of Pennsylvania, SM in Engineering from the Massachusetts Institute of Technology, and a BTech in Mechanical Engineering from the Indian Institute of Technology, Bombay.
Joshi, Yogesh V., David J. Reibstein, Z. John Zhang. 2016. Turf Wars: Product Line Strategies in Competitive Markets. Marketing Science 35(1) 128-141. http://dx.doi.org/10.1287/mksc.2015.0945
Trusov, Michael, William M. Rand, Yogesh V. Joshi. 2013. Improving Pre-Launch Diffusion Forecasts: Using Synthetic Networks as Simulated Priors. Journal of Marketing Research 50(6) 675-690. http://dx.doi.org/10.1509/jmr.11.0508
Joshi, Yogesh V., David J. Reibstein, Z. John Zhang. 2009. Optimal Entry Timing in Markets with Social Influence. Management Science 55(6) 926-939. http://dx.doi.org/10.1287/mnsc.1080.0993
Musalem, Andres, Yogesh V. Joshi. 2009. How Much Should You Invest in Each Customer Relationship? A Competitive Strategic Approach. Marketing Science 28(3) 555-565. http://dx.doi.org/10.1287/mksc.1080.0424
Chen, Yuxin, Yogesh V. Joshi, Jagmohan S. Raju, Z. John Zhang. 2009. A Theory of Combative Advertising. Marketing Science 28(1) 1-19. http://dx.doi.org/10.1287/mksc.1080.0385
Arora, Neeraj, Xavier Dreze, Anindya Ghose, James D. Hess, Raghuram Iyengar, Bing Jing, Yogesh V. Joshi, V. Kumar, Nicholas Lurie, Scott Neslin, Sajeesh Sajeesh, Meng Su, Niladri Syam, Jacquelyn S. Thomas, Z. John Zhang. 2008. Putting One-to-One Marketing to Work: Personalization, Customization and Choice. Marketing Letters. 19(3/4) 305-321. http://dx.doi.org/10.1007/s11002-008-9056-z
Van den Bulte, Christophe, Yogesh V. Joshi. 2007. New Product Diffusion with Independents and Imitators. Marketing Science 26(3) 400-421. http://dx.doi.org/10.1287/mksc.1060.0224