Sunil Gupta

Edward W. Carter Professor of Business Administration

Co-Chair, Driving Digital Strategy

Sunil Gupta is the Edward W. Carter Professor of Business Administration and co-chair of the executive program on Driving Digital Strategy at Harvard Business School. He served as the head of the Marketing Unit from 2008-2013 and was the Chair of the General Management Program from 2013-2019.

Sunil's current research is in the area of digital technology and its impact on consumer behavior and firm strategy. The primarily goal of his research is to understand how digital technology is disrupting existing industries and how incumbents should transform their businesses in this new environment. His book on this topic, Driving Digital Strategy, was published by Harvard Business Review Press in August 2018. Sunil’s previous research focused on customer management, pricing, and return on marketing investment. His book, Managing Customers as Investments, captures some of the findings from his research on customer management, and it was selected as the 2006 winner of the annual Berry-AMA book prize for the best book in marketing.

Sunil has published three books and over 110 articles, book chapters, cases and notes on these topics. His research has been well recognized and his articles have won several national and international awards.

Sunil is an advisor to several startup firms and serves on the board of US Foods. He has conducted seminars and consulted with many companies including Abbott, ADIA, Adidas, Adobe, American Express, Amway, AT&T, AutoTrader, Avon, Bacardi, BJ Wholesale Club, Duracell, IBM, GfK Academy, Heineken, Henkel, Johnson and Johnson, Kaiser Permanente, L.G. Electronics, MasterCard, McKinsey & Company, Novartis, Novo Nordisk, NPD Group, Pfizer, PwC, SK Telecom, Sanofi, TD Bank, Telefonica, Turkcell, Unilever and Vodafone.

As a business expert, Sunil has frequently appeared on several national and international radio and television programs, such as CBS, CNN, NPR and BBC, and has been quoted in Forbes, The Fast Company, The New York Times, The Wall Street Journal, and The Washington Post.

Sunil holds a Bachelor’s degree in Mechanical Engineering from the Indian Institute of Technology, MBA from the Indian Institute of Management, and a Ph.D. from Columbia University.

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Driving Digital Strategy

A Guide to Reimagining Your Business

Disruption and transformation get a lot of hype, and for good reason. Digital technologies have disrupted entire industries and incumbents have often struggled in this new world. Typical approaches used by legacy players such as using technology to improve efficiency, encouraging business units to do digital experiments, or launching independent units to spur innovation have met with limited success. These players have to strengthen their core and build for the future at the same time. It is like changing the engine of a plane while it is flying.

Based on almost ten years of research, this book provides a framework for companies to reimagine their business. Using rich case studies and rigorous research, it shows how the rules of business have changed and why it is no longer enough for firms to be better or cheaper to gain competitive advantage. These new rules make it essential for companies to reexamine four fundamental aspects of their business to thrive in the digital era – their strategy, value chain, customer engagement, and organization structure. Done right, digital technology can be a tremendous opportunity for established players as demonstrated by Best Buy, New York Times, Weather Company and others.

Featured Work

Driving Digital Strategy

A Guide to Reimagining Your Business

Books

Gupta, Sunil. Driving Digital Strategy: A Guide to Reimagining Your Business. Boston: Harvard Business Review Press, 2018. View Details
Gupta, Sunil, and Donald R. Lehmann. Managing Customers as Investments: The Strategic Value of Customers in the Long Run. Wharton School Publishing, 2005. (2006 winner of the annual Berry-AMA book prize for the best book in marketing.) View Details
Lehmann, Donald R., Sunil Gupta, and Joel Steckel. Marketing Research. Addison-Wesley Publishing Company, 1997. View Details

Journal Articles

Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Marketing Science 39, no. 5 (September–October 2020): 956–973. View Details
Ascarza, Eva, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost, and Rom Schrift. "In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions." Special Issue on 2016 Choice Symposium. Customer Needs and Solutions 5, nos. 1-2 (March 2018): 65–81. View Details
John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155. View Details
Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." International Journal of Research in Marketing 33, no. 3 (September 2016): 475–490. View Details
Teixeira, Thales S., and Sunil Gupta. "Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?" Harvard Business Review 93, no. 9 (September 2015). View Details
Gupta, Sunil. "Big Data: Big Deal or Big Hype?" European Business Review (May–June 2015). View Details
Keiningham, Timothy, Sunil Gupta, Lerzan Aksoy, and Alexander Buoye. "The High Price of Customer Satisfaction." MIT Sloan Management Review 55, no. 3 (Spring 2014). View Details
Gupta, Sunil. "For Mobile Devices, Think Apps, Not Ads." Harvard Business Review 91, no. 3 (March 2013). View Details
Gupta, Sunil. "The Mobile Banking and Payment Revolution." European Financial Review (February–March 2013), 3–6. View Details
Gupta, Sunil, and Tanya Bijlani. "E-Commerce in Asia: Challenges and Opportunities." Asia Business Insights (2012). View Details
Gupta, Sunil. "Customer-Based Valuation." Journal of Interactive Marketing 23, no. 2 (May 2009): 169–178. View Details
Gupta, Sunil, and Carl F. Mela. "What Is a Free Customer Worth?" Harvard Business Review 86, no. 11 (November 2008). View Details
Duvvuri, Sri Devi, Asim Ansari, and Sunil Gupta. "Consumers' Price Sensitivities Across Complementary Categories." Management Science 53, no. 12 (December 2007): 1933–1945. View Details
Iyengar, Raghuram, Asim Ansari, and Sunil Gupta. "A Model of Consumer Learning for Service Quality and Usage." Journal of Marketing Research (JMR) 44, no. 4 (November 2007): 529–544. View Details
Yunchuan, Liu, Sunil Gupta, and John Zhang. "Self-Restraint as an Online Entry-Deterrence Strategy." Management Science 52, no. 11 (November 2006): 1799–1809. View Details
Gupta, Sunil, and Valarie Zeithaml. "Customer Metrics and Their Impact on Financial Performance." Special 25th Anniversary Issue. Marketing Science 25, no. 6 (November–December 2006): 718–739. View Details
Gupta, Sunil, Dominique Hanssens, Bruce Hardie, Wiliam Kahn, V. Kumar, Nathaniel Lin, Nalini Ravishanker, and S. Sriram. "Modeling Customer Lifetime Value." Journal of Service Research 9, no. 2 (November 2006): 139–155. View Details
Gupta, Sunil, and Donald R. Lehmann. "Customer Lifetime Value and Firm Valuation." Journal of Relationship Marketing 5, nos. 2/3 (October 2006). View Details
Neslin, Scott, Sunil Gupta, Wagner Kamakura, Junxiang Lu, and Charlotte Mason. "Detection Defection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models." Journal of Marketing Research (JMR) 43, no. 2 (May 2006): 204–211. View Details
Gupta, Sunil, Donald R. Lehmann, and Jennifer A. Stuart. "Valuing Customers." Journal of Marketing Research (JMR) 41, no. 1 (February 2004): 7–18. (Winner of the 2009 William F. O'Dell award from the Journal of Marketing Research.) View Details
Gupta, Sunil, Donald R. Lehmann, and Jennifer A. Stuart. "Valuing Customers." Recherche et Applications en Marketing 19, no. 2 (2004). View Details
Iyenger, Raghu, Asim Ansari, and Sunil Gupta. "Leveraging Information across Categories." Quantitative Marketing and Economics 1, no. 4 (December 2003): 425–465. View Details
Essegaier, Skander, Sunil Gupta, and John Zhang. "Pricing Access Services." Marketing Science 21, no. 2 (spring 2002): 119–138. View Details
Gupta, Sunil, and Donald R. Lehmann. "Customers As Assets." Journal of Interactive Marketing 17, no. 1 (winter 2002): 9–24. (Winner of Journal of Interactive Marketing. Best Paper Award.) View Details
Han, Sangman, Sunil Gupta, and Donald R. Lehmann. "Consumer Price Sensitivity and Price Thresholds." Journal of Retailing 77, no. 4 (Winter 2001): 435–456. (Honorable Mention, Davidson Award for Best Paper, Journal of Retailing, 2003.) View Details
Gupta, Sunil, and Donald R. Lehmann. "Untangling the Value of Web Companies." Part 8. Financial Times, Mastering Management Supplement (November 20, 2000). (Reprinted in Mastering Management 2.0 (2001). Financial Times/Prentice Hall.) View Details
Gupta, Sunil. "Roundtable on B2B Exchanges." Antitrust (American Bar Association) 15, no. 1 (Fall 2000): 8–16. View Details
Bucklin, Randolph E., James Lattin, Asim Ansari, David Bell, Eloise Coupey, Sunil Gupta, John D.C. Little, Carl Mela, Alan Montgomery, and Joel Steckel. "Choice and the Internet: From Clickstream to Research Stream." Marketing Letters 10, no. 3 (August 1999): 245–258. View Details
Forsyth, John, Sunil Gupta, Sudeep Haldar, Anil Kaul, and Keith Kettle. "A Segmentation You Can Act on." McKinsey Quarterly 3 (1999): 6–15. View Details
Bucklin, Randolph E., and Sunil Gupta. "Commercial Use of UPC Scanner Data: Industry and Academic Perspectives." Marketing Science 18, no. 3 (1999): 247–273. View Details
Manchanda, Puneet, Asim Ansari, and Sunil Gupta. The "Shopping Basket": A Model for Multi-Category Purchase Incidence Decision. Marketing Science 18, no. 2 (1999): 95–115. View Details
Jedidi, Kamel, Carl F. Mela, and Sunil Gupta. "Managing Advertising and Promotion for Long-Run Profitability." Marketing Science 18, no. 1 (1999): 1–22. (Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute.) View Details
Balasubramanian, Sridhar, Sunil Gupta, Wagner Kamakura, and Michel Wedel. "Modeling Large Data Sets in Marketing." Special Issue on Large Data Sets in Business Economics. Statistica Neerlandica 52, no. 3 (November 1998). View Details
Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. "Modelling the Effect of Purchase Quantity on Consumer Choice of Product Assortment." Journal of Forecasting 17, nos. 3-4 (June–July 1998): 281–301. View Details
Mela, Carl, Sunil Gupta, and Kamel Jedidi. "Assessing Long-Term Promotional Influences on Market Structure." Lead Article. International Journal of Research in Marketing 15, no. 2 (May 1998): 89–108. (Winner of International Journal of Research in Marketing. Best Paper Award.) View Details
Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. "Determining Segmentation in Sales Response Across Consumer Purchase Behaviors." Journal of Marketing Research (JMR) 35, no. 2 (May 1998): 189–197. View Details
Russell, Gary, David Bell, Anand Bodapati, Christina Brown, Joengwen Chiang, Gary Gaeth, Sunil Gupta, and Puneet Manchanda. "Perspectives on Multiple Category Choice." Marketing Letters 8, no. 3 (July 1997): 297–305. View Details
Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association.) View Details
Dillon, William R., and Sunil Gupta. "A Segment-Level Model of Category Volume and Brand Choice." Marketing Science 15, no. 1 (1996): 38–59. View Details
Bucklin, Randolph E., Sunil Gupta, and Sangman Han. "A Brand's Eye View of Response Segmentation in Consumer Choice Behavior." Journal of Marketing Research (JMR) 32, no. 1 (February 1995): 66–74. View Details
Bockenholt, Ulf, Melinda S. de Borrero, Ham Bozdogan, Wayne DeSarbo, William R. Dillon, Sunil Gupta, Wagner Kamakura, Ajith Kumar, V. Ramaswamy, and Michael Zenor. "Issues in the Estimation and Application of Latent Structure Models of Choice." Marketing Letters 5, no. 4 (October 1994): 323–334. View Details
Gupta, Sunil. "Reflections on 'Impact of Sales Promotions on When, What, and How Much to Buy'." Journal of Marketing Research (JMR) 30 (November 1993): 522–524. View Details
Gupta, Sunil, and Lee G. Cooper. "The Discounting of Discounts and Promotion Thresholds." Journal of Consumer Research 19, no. 3 (December 1992): 401–411. View Details
Bucklin, Randolph E., and Sunil Gupta. "Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach." Journal of Marketing Research (JMR) 29, no. 2 (May 1992): 201–215. (Finalist for the 1997 O'Dell Award, Journal of Marketing Research.) View Details
Gupta, Sunil, and Donald G. Morrison. "Estimating Heterogeneity in Consumers' Purchase Rates." Marketing Science 10 (summer 1991): 264–269. View Details
Gupta, Sunil. "Stochastic Models of Interpurchase Time with Time-Dependent Covariates." Journal of Marketing Research (JMR) 28 (February 1991): 1–15. View Details
Lehmann, Donald R., and Sunil Gupta. "PACM: A Two Stage Procedure for Analyzing Structural Models." Applied Psychological Measurement 13 (September 1989): 301–321. View Details
Gupta, Sunil. "Impact of Sales Promotions on When, What, and How Much to Buy." Journal of Marketing Research (JMR) 25 (November 1988): 342–355. (Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association.) View Details
DeSarbo, Wayne S., Donald R. Lehmann, Morris B. Holbrook, William J. Havlena, and Sunil Gupta. "A Stochastic Three-Way Unfolding Model for Asymmetric Binary Data." Applied Psychological Measurement 11 (December 1987): 397–418. View Details

Book Chapters

Iyengar, Raghuram, and Sunil Gupta. "Nonlinear Pricing." In Handbook of Pricing Research in Marketing, edited by Vithala Rao. MA: Edward Elgar Publishing, 2009. View Details
Gupta, Sunil, and Donald R. Lehmann. "Models of Customer Value." In Handbook of Marketing Decision Models, edited by Berend Wierenga. International Series in Operations Research & Management Science. Springer Science + Business Media, 2008. View Details
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008. View Details
Iyengar, Raghuram, and Sunil Gupta. "Advanced Regression Models." In Handbook of Marketing Research, edited by Rajiv Grover. Sage Publications, 2006. View Details

Working Papers

Davin, Joseph P., Sunil Gupta, and Mikolaj Jan Piskorski. "Separating Homophily and Peer Influence with Latent Space." Harvard Business School Working Paper, No. 14-053, January 2014. View Details
Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009. View Details
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008. View Details
Gupta, Sunil, Carl F. Mela, and Jose M. Vidal-Sanz. "The Value of a 'Free' Customer." Harvard Business School Working Paper, No. 07-035, December 2006. View Details

Cases and Teaching Materials

Gupta, Sunil, Linda A. Hill, Julia Kelley, and Emily Tedards. "Mastercard: Creating a World Beyond Cash." Harvard Business School Case 522-001, April 2022. View Details
Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised March 2022.) View Details
Gupta, Sunil, Rajiv Lal, and Celine Chammas. "Adobe's Customer Journey." Harvard Business School Case 522-033, September 2021. View Details
Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary." Harvard Business School Case 522-030, August 2021. View Details
Gupta, Sunil. "Drinkworks Teaching Note Excel Supplement." Harvard Business School Spreadsheet Supplement 522-702, July 2021. View Details
Lal, Rajiv, Sunil Gupta, and Olivia Hull. "Facelift at Olay (A) & (B)." Harvard Business School Teaching Note 521-040, April 2021. View Details
Gupta, Sunil, Rajiv Lal, and Ruth Page. "Facelift at Olay (B) Case Supplement." Harvard Business School Multimedia/Video Supplement 521-723, June 2021. View Details
Gupta, Sunil, and Alvin J. Silk. "American Airlines' Value Pricing (Abridged)." Harvard Business School Teaching Note 521-108, May 2021. View Details
Gupta, Sunil, and Jonathan Levav. "Drinkworks: Home Bar by Keurig." Harvard Business School Teaching Note 521-089, April 2021. View Details
Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (B)." Harvard Business School Supplement 521-002, August 2020. (Revised January 2021.) View Details
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online Teaching Note." Harvard Business School Teaching Note 521-076, February 2021. View Details
Gupta, Sunil, Elie Ofek, and Julia Kelley. "Pattern Brands." Harvard Business School Teaching Note 521-050, January 2021. View Details
Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (A)." Harvard Business School Case 521-011, August 2020. (Revised September 2020.) View Details
Gupta, Sunil, Jonathan Levav, and Julia Kelley. "Drinkworks: Home Bar by Keurig." Harvard Business School Case 521-010, September 2020. View Details
Gupta, Sunil, and Rajiv Lal. "Case Exhibits for Digital Marketing at HBS Online." Harvard Business School Spreadsheet Supplement 521-702, August 2020. (Revised January 2021.) View Details
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised January 2021.) View Details
Gupta, Sunil. "Amazon in 2020." Harvard Business School PowerPoint Supplement 521-024, August 2020. View Details
Gupta, Sunil, Elie Ofek, and Julia Kelley. "Pattern Brands." Harvard Business School Case 521-009, July 2020. (Revised January 2021.) View Details
Gupta, Sunil. "Introduction to Marketing." Harvard Business School Course Overview Note 521-007, July 2020. (Revised June 2021.) View Details
Gupta, Sunil, Henry McGee, and Felix Oberholzer-Gee. "Comcast Corporation (B)." Harvard Business School Supplement 720-481, June 2020. View Details
Gupta, Sunil, and D. L. Spar. "The New York Times Paywall Update (C)." Harvard Business School Multimedia/Video Supplement 520-713, June 2020. View Details
Spar, D. L., and Sunil Gupta. "The New York Times Paywall Update (B)." Harvard Business School Multimedia/Video Supplement 520-712, June 2020. View Details
Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Teaching Note 520-118, May 2020. View Details
Gupta, Sunil. "Quantitative Analysis in Marketing." Harvard Business School Technical Note 520-091, April 2020. (Revised July 2021.) View Details
Gupta, Sunil, and Christian Godwin. "Michelin: Building a Digital Service Platform." Harvard Business School Case 520-061, March 2020. (Revised January 2022.) View Details
Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.) View Details
Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School Teaching Note 520-041, November 2019. (Revised January 2022.) View Details
Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School Case 520-016, September 2019. (Revised June 2020.) View Details
Gupta, Sunil. "Miroglio Fashion." Harvard Business School Teaching Note 520-007, July 2019. View Details
Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019. View Details
Gupta, Sunil. "Miroglio Fashion (C)." Harvard Business School Supplement 519-072, March 2019. View Details
Gupta, Sunil. "Miroglio Fashion (B)." Harvard Business School Supplement 519-070, February 2019. (Revised May 2019.) View Details
Gupta, Sunil, and David Lane. "Miroglio Fashion (A)." Harvard Business School Case 519-053, February 2019. View Details
Narayandas, Das, Sunil Gupta, Rachna Tahilyani, and Mahima Rao-Kachroo. "OYO: Creating Effective Spaces." Harvard Business School Case 519-023, September 2018. View Details
Gupta, Sunil, Pavel Kireyev, and Srinivas Reddy. "Zalora: Data-Driven Pricing." Harvard Business School Spreadsheet Supplement 519-701, October 2018. View Details
Gupta, Sunil, Pavel Kireyev, and Srinivas Reddy. "Zalora: Data-Driven Pricing." Harvard Business School Case 519-021, October 2018. View Details
Silk, Alvin J., and Sunil Gupta. "American Airlines' Value Pricing (Abridged)." Harvard Business School Case 519-019, June 2018. View Details
Gupta, Sunil. "Goldman Sachs' Digital Journey." Harvard Business School Teaching Note 518-076, February 2018. View Details
Gupta, Sunil, and Srinivas K. Reddy. "Marketing Transformation at Mastercard." Harvard Business School Teaching Note 518-043, September 2017. View Details
Gupta, Sunil. "Reinventing Adobe." Harvard Business School Multimedia/Video Supplement 518-702, November 2017. View Details
Gupta, Sunil, and Sara Simonds. "Goldman Sachs' Digital Journey." Harvard Business School Case 518-039, September 2017. (Revised May 2019.) View Details
Gupta, Sunil, and Eren Kuzucu. "Enpara.com: Digital Bank at a Crossroad." Harvard Business School Case 518-030, August 2017. (Revised June 2018.) View Details
Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.) View Details
Gupta, Sunil, Das Narayandas, and Rachna Tahilyani. "Paytm: Building a Payments Network." Harvard Business School Case 517-091, January 2017. (Revised May 2019.) View Details
Avery, Jill, and Sunil Gupta. "Competitive Strategies Marketing Reading." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8158, 2015. View Details
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014. View Details
Gupta, Sunil, and Saloni Chaturvedi. "InMobi: Reimagining Mobile Advertising." Harvard Business School Case 516-030, April 2016. (Revised November 2017.) View Details
Gupta, Sunil, and Das Narayandas. "Flipkart: Transitioning to a Marketplace Model." Harvard Business School Teaching Note 516-095, April 2016. View Details
Gupta, Sunil, and Margaret Rodriguez. "Take-Two Interactive Software, Inc." Harvard Business School Teaching Note 516-070, January 2016. View Details
Gupta, Sunil. "MasterCard: Driving Financial Inclusion." Harvard Business School Teaching Note 516-068, March 2016. View Details
Narayandas, Das, Sunil Gupta, and Rachna Tahilyani. "Flipkart (A): Transitioning to a Marketplace Model." Harvard Business School Case 516-017, November 2015. (Revised April 2018.) View Details
Gupta, Sunil, Henry McGee, and Felix Oberholzer-Gee. "Comcast Corporation." Harvard Business School Teaching Note 516-048, October 2015. (Revised February 2016.) View Details
Gupta, Sunil, Henry McGee, Felix Oberholzer-Gee, and Margaret L. Rodriguez. "Comcast Corporation (A)." Harvard Business School Case 715-457, April 2015. (Revised June 2020.) View Details
Gupta, Sunil, Shelle Santana, and Margaret L. Rodriguez. "Apple Pay." Harvard Business School Case 516-027, August 2015. (Revised December 2016.) View Details
Gupta, Sunil. "Philips Healthcare Latin America." Harvard Business School Case 515-097, March 2015. (Revised December 2016.) View Details
Gupta, Sunil. "Evans Food." Harvard Business School Case 515-095, March 2015. (Revised December 2016.) View Details
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015. View Details
Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014. View Details
Gupta, Sunil. "Marketing Reading: Creating Customer Value." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8176, 2014. View Details
Gupta, Sunil. "Marketing Reading: Customer Management." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8162, 2014. View Details
Gupta, Sunil, and Michela Addis. "Eataly: Reimagining the Grocery Store." Harvard Business School Teaching Note 515-078, February 2015. View Details
Gupta, Sunil, Michela Addis, and Ruth Page. "Eataly: Reimagining the Grocery Store." Harvard Business School Multimedia/Video Case 515-708, January 2015. View Details
Gupta, Sunil, Rajiv Lal, and Natalie Kindred. "MasterCard: Driving Financial Inclusion." Harvard Business School Case 515-035, October 2014. (Revised June 2016.) View Details
Gupta, Sunil. "Eko: Mobile Banking and Payments in India." Harvard Business School Teaching Note 514-088, January 2014. (Revised August 2014.) View Details
Gupta, Sunil. "Amazon in 2020." Harvard Business School Teaching Note 514-056, October 2013. (Revised August 2020.) View Details
Gupta, Sunil, and Margaret L. Rodriguez. "Amazon in 2021." Harvard Business School Case 514-025, August 2013. (Revised April 2021.) View Details
Gupta, Sunil, and Rachna Tahilyani. "Eko: Mobile Banking and Payments in India." Harvard Business School Case 513-053, March 2013. (Revised January 2015.) View Details
Gupta, Sunil, and Dharmishta Rood. "YouTube Channels." Harvard Business School Case 513-078, February 2013. View Details
Gupta, Sunil, Ray Weaver, and Yien Hao Lock. "Groupon (TN)." Harvard Business School Teaching Note 513-046, November 2012. View Details
Gupta, Sunil, Timothy Keiningham, Ray Weaver, and Luke Williams. "Are Daily Deals Good for Merchants?" Harvard Business School Background Note 513-059, December 2012. View Details
Gupta, Sunil. "TripAdvisor (TN)." Harvard Business School Teaching Note 512-108, June 2012. (Revised October 2012.) View Details
Gupta, Sunil, and Kerry Herman. "Bank of America: Mobile Banking." Harvard Business School Case 510-063, May 2012. (Revised from original March 2010 version.) View Details
Gupta, Sunil. "Bank of America: Mobile Banking and Bank of America: Mobile Banking (Abridged)." Harvard Business School Teaching Note 511-053, August 2010. (Revised May 2015.) View Details
Gupta, Sunil, and Michael Norris. "Bank of America: Mobile Banking (Abridged)." Harvard Business School Case 512-082, April 2012. View Details
Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096, January 2011. (Revised April 2012.) View Details
Gupta, Sunil. "BBVA Compass: Marketing Resource Allocation (TN)." Harvard Business School Teaching Note 512-051, December 2011. (Revised April 2012.) View Details
Kumar, Vineet, Bharat Anand, Sunil Gupta, and Felix Oberholzer-Gee. "The New York Times Paywall." Harvard Business School Case 512-077, February 2012. (Revised January 2013.) View Details
Gupta, Sunil, and Dharmishta Rood. "Angry Birds." Harvard Business School Case 512-033, March 2012. View Details
Gupta, Sunil, and Kerry Herman. "TripAdvisor." Harvard Business School Video Supplement 512-702, December 2011. View Details
Gupta, Sunil, Kristen Amalie Bozzone Armstrong, and Zachary Scott Clayton. "Social Media." Harvard Business School Background Note 510-095, March 2010. (Revised October 2011.) View Details
Gupta, Sunil, Ray Weaver, and Dharmishta Rood. "Groupon." Harvard Business School Case 511-094, March 2011. (Revised August 2012.) View Details
Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients (TN)." Harvard Business School Teaching Note 511-138, June 2011. View Details
Gupta, Sunil, and Kerry Herman. "Take-Two Interactive Software, Inc." Harvard Business School Case 511-002, October 2010. (Revised May 2011.) View Details
Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients." Harvard Business School Case 511-093, February 2011. (Revised November 2012.) View Details
Gupta, Sunil, and Kerry Herman. "TripAdvisor." Harvard Business School Case 511-004, January 2011. (Revised April 2011.) View Details
Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010. View Details
Elberse, Anita, and Sunil Gupta. "YouTube: Time to Charge Users?" Harvard Business School Case 510-053, February 2010. (Revised October 2010.) View Details
Elberse, Anita, and Sunil Gupta. "Hulu: An Evil Plot to Destroy the World?" Harvard Business School Case 510-005, October 2009. (Revised June 2010.) View Details
Gupta, Sunil, and Kavita Shukla. "Airline Travel in the U.S." Harvard Business School Background Note 510-096, March 2010. View Details
Gupta, Sunil. "Biocon: Interview with Dr. Kiran Mazumdar Shaw, CEO." Harvard Business School Video Supplement 510-703, September 2009. View Details
Gupta, Sunil, Kavita Shukla, and Zachary Scott Clayton. "Backchannelmedia: Making Television 'Clickable'." Harvard Business School Case 509-026, April 2009. (Revised August 2009.) View Details
Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network (TN)." Harvard Business School Teaching Note 510-028, August 2009. View Details
Gupta, Sunil, and Das Narayandas. "Biocon: Launching a New Cancer Drug in India (TN)." Harvard Business School Teaching Note 509-039, January 2009. View Details
Gupta, Sunil, and Das Narayandas. "Biocon: Launching a New Cancer Drug in India." Harvard Business School Case 508-026, August 2007. (Revised November 2008.) View Details
Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.) View Details

Research Summary

Digital Transformation

The fact that digital technology disrupts existing businesses is no longer news. We have seen and heard many case studies of incumbents struggling in the digital age as new and nimble players emerge with innovative business models. How should large established companies respond to these changes and how should they transform their businesses in this dynamic environment? My research addresses this fundamental question to help large established companies transform their businesses for the digital era.

Teaching

Senior Executive Leadership Program, India (SELPI)

India is one of the fastest growing economies. This modular program is designed to hone the business and leadership skills of executives who are planning to leverage the opportunities in this emerging market.

Related link: Program Description

Driving Digital Strategy (DIGS)

Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips participants to help their firms transform their businesses and their digital and social media strategies.

Related link: program description

General Management Program (GMP)

As global business challenges become more complex, companies are turning to cross-functional leaders who can drive change across the organization. The General Management Program (GMP) is a unique modular program that provides the latest management thinking and best practices as well as a powerful and transformation experience for personal growth and leadership development.

Related link: program description

Awards & Honors

Finalist for the 2018 Paul E. Green Award from the Journal of Marketing Research for "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes" (with Leslie K. John, Oliver Emrich, and Michael I. Norton, February 2017).

Invited by the Economic Sciences Prize Committee to nominate a person for the Nobel Prize in Economics in 2016, 2017, and 2018.

Finalist for the 2016 Long Term Impact Award from the Institute for Operations Research and the Management Sciences (INFORMS).

Winner of the 2016 Case Centre Award in the Marketing category for “The New York Times Paywall” with Vineet Kumar, Bharat Anand, and Felix Oberholzer-Gee (HBS Case 512-077).

Received the 2015 Apgar Award for Innovation in Teaching.

Runner-up for the 2011 William F. O'Dell Award from the Journal of Marketing Research.

Recognized in 2010 by the American Marketing Association Foundation with the 25-Year Consortium Fellow Research Excellence Award for Scholarly Achievement and Contribution to Marketing Thought and Practice.

Winner of a 2009 Google/WPP Marketing Research Grant.

Runner-up for the 2009 Long Term Impact Award from the Institute for Operations Research and the Management Sciences (INFORMS).

Winner of the 2009 William F. O'Dell Award from the Journal of Marketing Research for "Valuing Customers" (with Donald R. Lehmann and Jennifer Ames Stuart, 2004).

Winner of the 2006 Berry-AMA Book Prize for the Best Book in Marketing for Managing Customers as Investments: The Strategic Value of Customers in the Long Run (Wharton School Publishing) with Donald R. Lehmann.

Winner of the 2004 Paul E. Green Award from the Journal of Marketing Research for "Valuing Customers" (with Donald R. Lehmann and Jennifer Ames Stuart, 2004).

Winner of the 2004 Journal of Interactive Marketing Best Paper Award for "Customers As Assets" (with Donald R. Lehmann, winter 2002).

Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of Marketing Research, May 1997).

Winner of the 2002 William F. O'Dell Award from the Journal of Marketing Research for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, May 1997).

Winner of the 2000 Marketing Science Institute Best Paper Award for "Managing Advertising and Promotion for Long-Run Profitability" (with Kamel Jedidi and Carl F. Mela, Marketing Science, 1999).

Winner of the 1998 Paul E. Green Award from the Journal of Marketing Research for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, May 1997).

Winner of the 1998 Marketing Science Institute Best Paper Award for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of Marketing Research, May 1997).

Winner of the 1998 Best Paper Award from the International Journal of Research in Marketing for "Assessing Long-Term Promotional Influences on Market Structure" (with Carl Mela and Kamel Jedidi, May 1998)

Winner of the 1993 William F. O'Dell Award from the Journal of Marketing Research for "Impact of Sales Promotions on When, What, and How Much to Buy" (November 1988).

Additional Information

Blog Posts

Blog Post Collection

Areas of Interest

Industries

Geographies

In The News

Additional Information

Sunil Gupta

Edward W. Carter Professor of Business Administration

Edward W. Carter Professor of Business Administration

In The News

Looking Ahead: Thriving In An Increasingly Digitalized World With AI, Hyper-Personalization & Innovation

Who will win the delivery app war?

A CEO's Guide to Crafting a Message That Reassures and Inspires Staff During a Crisis

We asked a Harvard Business School professor to analyze Jeff Bezos' departure letter. Here's where it was successful

Inside the Brain of Jeff Bezos

Sunil Gupta In the News

NPR Marketplace Tech

Ph.D. Students

Blog Posts

Blog Post Collection

Areas of Interest

Industries

Geographies

In The News

Looking Ahead: Thriving In An Increasingly Digitalized World With AI, Hyper-Personalization & Innovation

Who will win the delivery app war?

A CEO's Guide to Crafting a Message That Reassures and Inspires Staff During a Crisis

We asked a Harvard Business School professor to analyze Jeff Bezos' departure letter. Here's where it was successful

Inside the Brain of Jeff Bezos

Sunil Gupta In the News

NPR Marketplace Tech