Robert J. Trulaske Sr., College of Business, University of Missouri

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Ashutosh Patil

Assistant Professor
Cornell Hall
(573) 882-0875

Dr. Ashutosh Patil’s research focus is two pronged. One of these is centered on studying substantive issues such as in sales management, emerging markets and E-Commerce using empirical models. In sales management, he is focused on studying the effects of non-cash and pacer incentives in the sales force. In emerging markets, he is focused on understanding how the advent of large chain retail stores in the traditionally fragmented retail space in India is impacting large CPG manufacturers. In the context of E-Commerce, he is focused on understanding how and whether rebranding of a website can alter website usage behavior. He incorporates advanced statistical modeling techniques when empirically investing these specific substantive issues. The other prong is based on interest research methodology. Specifically, he is focused on studying the level of artifacts caused due to common methods. He also studies categorical moderation specifically statistical power in detecting categorical moderation.

Dr. Patil has over a decade of industry experience. He has worked primarily at Silicon Valley based software product firms, initially as a software programmer and later as a product and project manager. His teaching interests are in the areas of Marketing Research, Marketing Data Analysis, Research Methods and Modeling. He currently teaches the core marketing research course at Boston


Ph.D. (Quantitative Marketing), Georgia Institute of Technology Scheller School of Business School
M.B.A., University of California, Berkeley, Hass School of Business
B.S. (Mechanical), College of Engineering-Pune (COEP), University of Pune, India


Journal Articles

Ashutosh Patil and Niladri Syam, (2017), “How do Specialized Personal Incentives Enhance Sales Performance? The Benefits of Steady Sales Growth”, Journal of Marketing, Forthcoming.

Tracey King, Ashutosh Patil, & Naresh Malhotra, 2013.  Alternative Techniques for Assessing Common Method Variance: An Analysis of the Theory of Planned Behavior Research, Organizational Research Methods (2 year impact factor of 3.52 for 2013; 2013 article influence score of 2.95).

Malhotra, Naresh, Sung S. Kim, and Ashutosh Patil (2006), Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research, Management Science, Vol. 52, No. 12, December 1865-1883

Sharad Borle, Siddharth Singh, Dipak Jain and Patil, Ashutosh 2015, "Analyzing Recurrent Customer Purchases and Unobserved Defections: A Bayesian Data Augmentation Scheme", Customer Needs and Solutions.

Book Chapters

Malhotra, Naresh, Arun Jain, Ashutosh Patil, Christian Pinson, and Lan Wu (2010), Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations, Book Series: Review of Marketing Research, Emerald Group Publishing Limited, 199 - 253.