Yadav, Manjit individual record
Professor and Interim Head

My current research focuses on marketing strategy in digital environments, particularly issues related to innovation and technological change.

education and training
selected publications
Academic Articles21
  • Molner, S., Prabhu, J. C., & Yadav, M. S. (2019). Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies. JOURNAL OF MARKETING. 83(2), 37-61.
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  • Belk, R., MacInnis, D. J., & Yadav, M. S. (2019). Personal accounts and an anatomy of conceptual contributions in the special issue. JOURNAL OF MARKETING MANAGEMENT. 35(1-2), 1-12.
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  • Yadav, M. S. (2018). Making emerging phenomena a research priority. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. 46(3), 361-365.
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  • Yadav, M. S., de Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social Commerce: A Contingency Framework for Assessing Marketing Potential. JOURNAL OF INTERACTIVE MARKETING. 27(4), 311-323.
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  • Shankar, V., & Yadav, M. S. (2011). Innovations in Retailing. JOURNAL OF RETAILING. 87(SUPPL. 1), S1-S2.
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  • Rajan Varadarajan, P., & Yadav, M. S. (2003). Competitive Strategy in a Global Electronic Marketplace: Extant Strategy Perspectives Revisited. Handbook of Research in International Marketing. 313-335. Edward Elgar Publishing.
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First Name
Last Name
mailing address
Texas A&M University; Marketing; 4112 TAMU
College Station, TX 77843-4112