{"id":16,"date":"2017-07-23T12:50:35","date_gmt":"2017-07-23T12:50:35","guid":{"rendered":"http:\/\/mitmgmtfaculty.mit.edu\/schatterjee\/research-publications\/"},"modified":"2017-08-01T17:32:21","modified_gmt":"2017-08-01T17:32:21","slug":"publications","status":"publish","type":"page","link":"https:\/\/mitmgmtfaculty.mit.edu\/schatterjee\/publications\/","title":{"rendered":"Publications"},"content":{"rendered":"<div id=\"pl-16\"  class=\"panel-layout\" ><div id=\"pg-16-0\"  class=\"panel-grid panel-no-style\" ><div id=\"pgc-16-0-0\"  class=\"panel-grid-cell\" ><div id=\"panel-16-0-0-0\" class=\"so-panel widget widget_mit_faculty_research_publications panel-first-child panel-last-child\" data-index=\"0\" >\t\t\t<ul class=\"nav nav-tabs nav-tabs--publications\">\n\t\t\t\t<li class=\"publication-type-select\">\n\t\t\t\t\t<span class=\"nav-tab--selected\">Articles<\/span>\n\t\t\t\t\t<i class='fa fa-angle-down'><\/i>\n\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"nav-item nav-tab active\">\n\t\t\t\t\t\t<a href=\"#articles\" class=\"active\" data-toggle=\"tab\">\n\t\t\t\t\t\t\t<div class=\"nav-dropdown-spacer\">Articles<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"nav-item nav-tab\">\n\t\t\t\t\t\t<a href=\"#other-types-of-publications\" class=\"\" data-toggle=\"tab\">\n\t\t\t\t\t\t\t<div class=\"nav-dropdown-spacer\">Other Types of Publications<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\n\t\t\t<div class=\"tab-content\">\n\t\t\t\t\t\t\t\t\t<ul class=\"tab-pane active\" id=\"articles\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/doi.org\/10.1016\/j.jbusres.2024.114518\">\"Value co-creation: Balancing B2B Platform Value and Potential Reverse-value Effects.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. <i>Journal of Business Research<\/i> Vol. 175, (2024): 114518.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/doi.org\/10.1016\/j.jbusres.2022.01.052\">\"Achieving the Promise of AI and ML in Delivering Economic and Relational Customer Value in B2B.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. <i>Journal of Business Research<\/i> Vol. 144, (2022): 966-974.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"Bidimensional Identity Measure (BIM): A New Scale to Measure Multigroup Ethnic and American Identity in the USA.\"<\/h4> Beniflah, Jake, Dominic Lusinchi, Sharmila C. Chatterjee, and Mario X. Carrasco. <i>Journal of Cultural Marketing Strategy<\/i> Vol. 2, No. 2 (2017): 169-189.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/doi.org\/10.1007\/s11747-015-0467-0\">\"B2B Relationship Calculus: Quantifying Resource Effects in Service-Dominant Logic.\"<\/a><\/h4> deLeon, Anthony J., and Sharmila C. Chatterjee. <i>Journal of the Academy of Marketing Science<\/i> Vol. 45, No. 3 (2017): 402-427.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/www.ingentaconnect.com\/content\/hsp\/jcms\/2015\/00000001\/00000001\/art00010?crawler=true\">\"An Epistemological Study of Hispanic Marketing, 1979 to 2015: The Need to Bridge Theory with Practice.\"<\/a><\/h4> Beniflah, Jake and Sharmila C. Chatterjee. <i>Journal of Cultural Marketing Strategy<\/i> Vol. 1, No. 1 (2015): 90-112.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/www.ingentaconnect.com\/content\/hsp\/jbs\/2014\/00000003\/00000003\/art00008\">\"Bilingual memory: The impact of acculturation on the cognitive structure of foreign-born Hispanics.\"<\/a><\/h4> Beniflah, Jake, Sharmila C. Chatterjee and Kerry P. Curtis. <i>Journal of Brand Strategy<\/i> Vol. 3, No. 3 (2014): 261-277.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/doi.org\/10.1509\/jm.10.0047\">\"The Sales Lead Black Hole: On Sales Reps&#39; Follow-Up of Marketing Leads.\"<\/a><\/h4> Sabnis, Gaurav, Sharmila C. Chatterjee, Rajdeep Grewal and Gary L. Lilien. <i>Journal of Marketing<\/i> Vol. 77, No. 1 (2013): 52-67.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/doi.org\/10.1016\/j.indmarman.2011.11.010\">\"Manufacturers&#39; Reliance on Channel Intermediaries: Value drivers in the Presence of a Direct Web Channel.\"<\/a><\/h4> Chung, Chiayin, Sharmila C. Chatterjee and Sanjit Sengupta. <i>Industrial Marketing Management<\/i> Vol. 41, No. 1 (2012): 40-53.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/link.springer.com\/article\/10.1007\/s11002-010-9105-2\">\"Channel Design, Coordination and Performance: Future Research Directions.\"<\/a><\/h4> Sa Vinhas, Alberto, Sharmila C. Chatterjee, Shantanu Dutta, Adam J. Fein, Joseph Lajos, Scott Neslin, William Ross, Lisa Scheer and Qiong Wang. <i>Marketing Letters<\/i> Vol. 21, No. 3 (2010): 223-237.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/www.mmaglobal.org\/publications\/MMJ\/MMJ-Issues\/2005-Spring\/MMJ-2005-Spring-Vol15-Issue1-Chatterjee-Chaudhuri-pp1-16.pdf\">\"Are Trusted Brands Important?\"<\/a><\/h4> Chatterjee, Sharmila C. and Arjun Chaudhuri. <i>Marketing Management Journal<\/i> Vol. 15, No. 1 (2005): 1-16.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/doi.org\/10.1016\/0022-4359(95)90011-X\">\"Concentrated vs. Balanced Sourcing: An Examination of Retailer Purchasing Decisions in Closed Markets.\"<\/a><\/h4> Chatterjee, Sharmila C., Saara Hyvonen and Erin Anderson. <i>Journal of Retailing<\/i> Vol. 71, No. 1 (1995): 23-46.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/doi.org\/10.2333\/bhmk.21.97\">\"MARKDEF: A Methodology for Understanding Competitive Spaces Based on Consumer Perceptions.\"<\/a><\/h4> Chatterjee, Sharmila C. and D. Sudharshan. <i>Behaviormetrika<\/i> Vol. 21, No. 2 (1994): 97-119.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<\/ul><!-- @end .tab-pane -->\n\t\t\t\t\t\t\t\t\t<ul class=\"tab-pane \" id=\"other-types-of-publications\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/he.hbsp.harvard.edu\/2023-05-09-the-faculty-lounge.html\">\"How do you Grade Participation?\"<\/a><\/h4> Chatterjee, Sharmila C. <i>The Faculty Lounge Newsletter<\/i>, May 9, 2023.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/www.psychologytoday.com\/us\/blog\/definitive-dialog\/202103\/tech-innovations-can-help-fight-covid-if-we-do-our-part\">\"Tech Innovations can help Fight COVID\u2014If We do our Part.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. Psychology Today, March 4, 2021.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/www.fastcompany.com\/90517966\/3-reasons-why-the-workplace-cant-return-to-normal-after-covid-19\">\"3 Reasons why the Workplace can\u2019t Return to Normal after COVID-19.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. Fast Company, June 18, 2020.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/sloanreview.mit.edu\/article\/ais-communication-upsides\/\">\"AI\u2019s Communication Upsides.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. MIT Sloan Management Review, April 29, 2020.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/resources.canvas8.com\/expertoutlook2020?utm_source=https%3A%2F%2Fwww.slideshare.net&utm_medium=Landing%20page&utm_campaign=EO2020%20slideshare%20to%20landing%20page\">\"Human Needs: Shopping Outlook 2020.\"<\/a><\/h4> Chatterjee, Sharmila C. <i>Hear Me, Canvas8: Expert Outlook 2020<\/i>, January 21, 2020.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/www.usatoday.com\/story\/opinion\/2019\/11\/29\/age-online-shopping-count-out-brick-mortar-stores-column\/4311647002\/\">\"In the Age of Online Shopping, Don\u2019t Count out Brick-and-Mortar Stores.\"<\/a><\/h4> Chatterjee, Sharmila C. <i>USA Today<\/i>, November 29, 2019.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/sloanreview.mit.edu\/article\/how-ai-is-helping-companies-break-silos\/\">\"How AI is Helping Companies Break Silos.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. MIT Sloan Management Review, September 24, 2019.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/sloanreview.mit.edu\/article\/customer-centricity-in-the-digital-age\/\">\"Customer Centricity in the Digital Age.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. MIT Sloan Management Review, May 30, 2019.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/thehill.com\/opinion\/finance\/430819-ai-helps-salespeople-get-back-to-what-they-do-best-selling\">\"Artificial Intelligence Helps Salespeople Get Back to What They Do Best \u2013 Selling.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. <i>The Hill<\/i>, February 21, 2019.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/www.bizjournals.com\/boston\/news\/2019\/01\/10\/viewpoint-holiday-shopping-was-biggest-in-years.html\">\"Holiday Shopping was Biggest in Years, but not Every Retailer Should Celebrate.\"<\/a><\/h4> Chatterjee, Sharmila C. <i>Boston Business Journal<\/i>, January 10, 2019.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/sloanreview.mit.edu\/sponsors-content\/algo-retailing-the-new-frontier-to-unlocking-exponential-value\/\">\"Algo Retailing: The New Frontier to Unlocking Exponential Value.\"<\/a><\/h4> Pal, Pratik and Sharmila C. Chatterjee. MIT Sloan Management Review, November 15, 2018.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/thehill.com\/opinion\/finance\/413623-with-better-leadership-sears-couldve-been-a-contender\">\"With Better Leadership, Sears Could\u2019ve Been a Contender.\"<\/a><\/h4> Chatterjee, Sharmila C. <i>The Hill<\/i>, October 29, 2018.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/www.marketwatch.com\/story\/robots-cant-replace-this-crucial-business-skill-2018-10-02\">\"Robots Can\u2019t Replace this Crucial Business Skill: Humans are Critical to an AI Driven Sales Process.\"<\/a><\/h4> Latinovic, Zoran and Sharmila C. Chatterjee. <i>MarketWatch<\/i>, October 2, 2018.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/www.marketwatch.com\/story\/lyfts-subscription-plan-is-a-rare-stumble-as-the-company-takes-on-uber-2018-07-06\">\"Lyft\u2019s Subscription Plan is a Rare Stumble as the Company Takes on Uber.\"<\/a><\/h4> Chatterjee, Sharmila C. <i>MarketWatch<\/i>, July 6, 2018.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"https:\/\/www.bizjournals.com\/boston\/news\/2018\/03\/15\/viewpoint-how-can-department-stores-survive-in-the.html\">\"Viewpoint: How can Department Stores Survive in the Digital Era?\"<\/a><\/h4> Chatterjee, Sharmila C. <i>Boston Business Journal<\/i>, March 15, 2018.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/fortune.com\/2017\/12\/15\/christmas-holiday-retail-online-shopping-deals-2017\/\">\"Commentary: How Traditional Retailers Could Lure You Back This Holiday Season.\"<\/a><\/h4> Chatterjee, Sharmila C. <i>Fortune<\/i>, December 15, 2017.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/www.marketwatch.com\/story\/what-blue-apron-needs-to-do-to-survive-the-threat-of-amazon-2017-08-05\">\"What Blue Apron Needs to do to Survive the Threat of Amazon.\"<\/a><\/h4> Chatterjee, Sharmila C. <i>MarketWatch<\/i>, August 10, 2017.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4><a target=\"_blank\" href=\"http:\/\/thehill.com\/blogs\/pundits-blog\/economy-budget\/334320-why-its-not-the-end-for-americas-brick-and-mortar-retail\">\"Why it's not the End of America's Brick and Mortar Retail Stores.\"<\/a><\/h4> Chatterjee, Sharmila C. <i>The Hill<\/i>, May 19, 2017.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"This PhD Says Communication is the Key.\"<\/h4> Chatterjee, Sharmila C. In <i>Aligned to Achieve<\/i>, 149-151. Hoboken, NJ: John Wiley and Sons, 2016.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"Visa USA: &nbsp;Debit Card Services.\"<\/h4> Chatterjee, Sharmila C. and Blodwen Tarter. In <i>The IMC Handbook: Readings and Cases in Integrated Marketing Communications<\/i>, edited by J. Steven Kelly and Susan K. Jones, Sutton, England: Rancom Communications, 2009.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"Access Direct Telemarketing Inc.\"<\/h4> Chatterjee, Sharmila C., William Millett and William Thompson. In <i>Readings and Cases in Integrated Marketing Communications<\/i>, edited by J. Steven Kelly and Susan K. Jones, 131-142. Rancom Communications, 2005.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"ShopLink.Com Incorporated.\"<\/h4> Chatterjee, Sharmila C. and Susan K. Jones. In <i>Readings and Cases in Integrated Marketing Communications<\/i>, edited by J. Steven Kelly and Susan K. Jones, 347-361. Sutton, England: Rancom Communications, 2005.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"YesMail.\"<\/h4> Chatterjee, Sharmila C. and Nina Diamond. In <i>Readings and Cases in Integrated Marketing Communications<\/i>, edited by J. Steven Kelly and Susan K. Jones, 401-419. Sutton, England: Rancom Communications, 2005.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"Overcoming Sales Force Reluctance on Leads.\"<\/h4> Chatterjee, Sharmila C. The Marketing Report, March 10, 1997.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"Salesperson Reaction to Management Lead Generation Programs: The Paradox Investigated.\"<\/h4> Chatterjee, Sharmila C. The Wharton School, University of Pennsylvania, 1994.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"wpb_text_column wpb_content_element\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t\t<h4>\"Salesperson Reaction to Manufacturer Lead Generation Programs: The Paradox Investigated.\"<\/h4> Chatterjee, Sharmila C. 1991.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<\/ul><!-- @end .tab-pane -->\n\t\t\t\t\t\t\t<\/div><!-- @end .tab-content -->\n\n\t\t<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Articles Articles Other Types of Publications &#8220;Value co-creation: Balancing B2B Platform Value and Potential Reverse-value Effects.&#8221; Latinovic, Zoran and Sharmila C. Chatterjee. Journal of Business Research Vol. 175, (2024): 114518. &#8220;Achieving the Promise of AI and ML in Delivering Economic and Relational Customer Value in B2B.&#8221; Latinovic, Zoran and Sharmila C. Chatterjee. Journal of Business [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-two-column.php","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"class_list":["post-16","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.0 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MIT Sloan Faculty: Sharmila Chatterjee | Research &amp; Publications<\/title>\n<meta name=\"description\" content=\"Chatterjee is an award winning case writer. 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