Vijay Mahajan (academic)

Books

• Mahajan, Vijay, and Kamini Banga. The 86 percent solution: How to succeed in the biggest market opportunity of the next 50 years. Pearson Education, 2005.
• Vijay Mahajan. 2009. Africa Rising. Wharton School Publishing.
• Vijay Mahajan. 2012. The Arab World Unbound: Tapping Into The Power of 350 Million Consumers. Wiley, Jossey, Bass.
• Vijay Mahajan and Yoram Wind, eds. 1986. Innovation Diffusion Models of New Product Acceptance. Cambridge, MA: Ballinger Publishing Co.

  Selected publications

• Chitturi, Ravindra, Rajagopal Raghunathan, and Vijay Mahajan. "Delight by design: The role of hedonic versus utilitarian benefits." Journal of Marketing 72, no. 3 : 48-63.
• Burnham, Thomas A., Judy K. Frels, and Vijay Mahajan. "Consumer switching costs: a typology, antecedents, and consequences." Journal of the Academy of marketing Science 31, no. 2 : 109-126.
• Sarin, Shikhar, and Vijay Mahajan. "The effect of reward structures on the performance of cross-functional product development teams." Journal of marketing 65, no. 2 : 35-53.
• Mahajan, Vijay, Eitan Muller, and Rajendra K. Srivastava. "Determination of adopter categories by using innovation diffusion models." Journal of Marketing Research : 37-50.
• Mahajan, Vijay, Eitan Muller, and Frank M. Bass. "Diffusion of new products: Empirical generalizations and managerial uses." Marketing Science 14, no. 3_supplement : G79-G88.
• Bettis, Richard A., and Vijay Mahajan. "Risk/return performance of diversified firms." Management Science 31, no. 7 : 785-799.