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Alka Citrin

Lecturer

alka@gatech.edu

4042193509

Academic Areas: Marketing

Office: 4122

Biography

Alka V. Citrin teaches Marketing Management, International Business, DIgital Marketing, Startup Lab, and Sales Management.

Her research interests at an organizational level focus on understanding the impact of oursourcing and offshoring activities on a firm's customer relationship management capability, innovativeness, and ability to manage change. At a consumer level, she studies the role of interactivity, its impact on information quality perceptions and customer relationship management. Related to this her research examines the quality of information provided by new media and its role in online marketing.

Dr. Citrin has published papers in the "Journal of Marketing Research," "Journal of Operations Management," the "Journal of Business Research," and the "Journal of Product Innovation Management." She has also presented a number of papers at national and international Marketing conferences and universities.

Dr. Citrin has over 20 years’ experience in global marketing and in product development with a number of International firms developing and marketing their products worldwide. She is also the founder and CEO of an educational aid development firm (Amazing Star Education ).

Education

Ph.D. In Marketing from Washington State University
MS in International Trade from University of Illinois at Urbana Champaign
PGDMM from SASMIRA, Mumbai

Teaching Interests

Marketing Managemet
International Business
Digital Marketing
Startup Lab
Product Management

Research Interests

Outsourcing and offshoring and its impact on customer relationships, firm innovativeness, and performance
Organizational marketing responses to changes in the environment
Interactivity and tactility and its impact on consumer decision making

Research Publications

Representative Publications

Wuyts, Stefan, Rindfleisch, Aric and Citrin, Alka (2015), “Outsourcing Customer Support: the Role of Provider Customer Focus,” Journal of Operations Management, Vol 35, May, pp.40-55
Grewal, Rajdeep, Chandrashekaran, Murali, and Citrin, Alka (2010), “Customer Heterogeneity and Shareholder Value,” Journal of Marketing Research (47) 4, 612-626.
Citrin, Alka, Ruby Lee, and Jim McCullough (2007) “Information Use and New Product Outcomes: The Contingent Role of Strategy Type,” Journal of Product Innovation Management (24) 3, 259-268.
Citrin, Alka, Donald Stem, Jr., Eric Spangenberg, and Michael Clark (2003), “Consumer Need for Tactile Input: An Internet Retailing Challenge,” Journal of Business Research, 56 (11), 915-922.
Citrin, Alka, David Sprott, Steven Silverman, and Donald Stem, Jr. (2000), “Adoption of Internet Shopping: The Role of Consumer Innovativeness,” Industrial Management and Data Systems, 100 (7), 294-300.