Debanjan Mitra

Mitra’s research recognized by American Marketing Association

GAINESVILLE, Fla. – City Furniture Professor Dr. Debanjan Mitra was selected as one of three recipients of the 2012 Harold H. Maynard Award by the American Marketing Association.

Dr. Mitra and his co-authors will receive the Maynard Award at AMA’s Summer Marketing Educators’ Conference on Aug. 9-11 in Boston.

The Maynard Award annually recognizes an article that has made a significant contribution to marketing theory and thought. Mitra and his co-authors Peter N. Golder, Professor of Marketing at Dartmouth College’s Tuck School of Business, and Christine Moorman, T. Austin Finch, Sr., Professor of Business Administration at Duke University’s Fuqua School of Business, were recognized for their work “What is Quality? An Integrative Framework of Processes and States.” The article appeared in the July 2012 issue of Journal of Marketing.

“We are really happy that the paper, which took us many years to work on, was recognized by the prestigious Maynard Award,” Dr. Mitra said. “The big challenge in this paper was pinning down the concept of quality. We found that quality doesn’t exist on its own—it is a comparative state that exists within a flow of customer-level and firm-level processes. Our integrated definition may help understand why improving products often have little or no effect on customers’ satisfaction. It also yields 20 concrete quality strategies, many of which do not involve any change to the product or service itself!”

The Maynard Award marks the second time this year that Dr. Mitra’s work has been recognized by the AMA. In May, he was selected as the recipient of the 2013 Varadarajan Award for Early Career Contribution to Marketing Strategy Research.  Dr. Mitra’s work has also been recognized by AMA’s Excellence in Global Marketing Research Award in 2011, Marketing Science Institute (MSI) Young Scholar in 2009, MSI’s Robert D. Buzzell Best Paper Award in 2007, and as a Finalist for INFORMS’ John D.C. Little Best Paper Award and Frank M. Bass Best Dissertation-Based Paper Award in 2006.

Dr. Mitra’s research encompasses the development of quality metrics and an evaluation of its long-term impact on market performance and customers’ perceptions.

Dr. Mitra has been a professor at the Warrington College of Business Administration since 2003. He earned a Bachelor of Technology in Electrical Engineering from the Indian Institute of Technology (1988), a Post Graduate Diploma in Management from the Indian Institute of Management (1990) and a Ph.D. in Marketing from New York University’s Leonard N. Stern School of Business (2003).