Skip to main content

Kohli, Ajay K.

Ajay K. Kohli

Gary T. and Elizabeth R. Jones Chair in Management,
Regents Professor
Ajay K. Kohli profile photo

Academic Area(s):
Functional Area(s):
Market Orientation
Customer Solutions
Sales Management
Customer Relationships
Market Signaling
Brand Management
Organizational Buying
PhD, University of Pittsburgh
PGDM (MBA), Indian Institute of Managment, Calcutta
B. Tech (Electrical Engineering), Indian Institute of Technology, Kharagpur

Regents Professor Kohli is a former Editor-in-Chief of the Journal of Marketing, the premier broad-based academic journal in Marketing. He currently is Associate Editor, Journal of Marketing and Area Editor, International Journal of Research in Marketing. He is a member of the Board of Directors of the American Marketing Association, and the International Advisory Board of BI Norwegian Business School. 

He is among the 100 most cited authors in the fields of Business and Economics combined in a decade, and two of his articles are among the 10 most cited Journal of Marketing articles in a quarter century. He is represented in, an ISI web site that lists the top 0.5% cited authors in two decades in a variety of social and natural sciences combined.  

Dr. Kohli has received several "best-paper" awards. He is the first two-time recipient of the Sheth Foundation / Journal of Marketing award for an article with the highest long-term impact. He is also a recipient of the Alpha Kappa Psi award (now called MSI / Paul Root award) for his article in the Journal of Marketing, the ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing, and the Sheth award for his article in the Journal of the Academy of Marketing Science. In addition, one of his articles was a finalist for the Harold H. Maynard award (now called Hunt / Maynard award) for its contribution to marketing theory and thought.

Professor Kohli received the 2017 AMA/McGraw-Hill/Irwin award, widely considered to be the highest career award in Marketing. He received the Paul D. Converse award (termed “Marketing Hall of Fame” by Fortune) in 2016. He is the recipient of three honorary doctorates -- from BI Norwegian Business School, University of St. Gallen, and Corvinus University of Budapest. He is an AMA Fellow, an EMAC Fellow, and an ISBM Fellow. He is a recipient of the IIMC Distinguished Alumnus Award, the Mahajan award for career contributions to marketing strategy, and is one of three recipients of the 25-year Consortium Fellow Excellence award for his year.

Dr. Kohli has previously taught at Emory University, Harvard Business School and The University of Texas at Austin. He has also taught at IMD Switzerland, BI Norwegian Business School, HSN, Norway, University of Muenster, Germany, Singapore Management University, SDA Bocconi, Italy, and WHU, Germany. He has led numerous executive education seminars in the U.S., Europe, Asia, and Latin America.  He has taught at the undergraduate, MBA, EMBA, and PhD levels, and has been recognized several times for teaching excellence, including with the College-wide Jack G. Taylor Teaching Excellence Award at UT-Austin.

Professor Kohli served as the founding Associate Dean and Director of the doctoral program in Business at Emory University. In this capacity, he was responsible for launching the doctoral program, recruiting students, developing operating processes, and ongoing administration. Dr. Kohli has also served as the Area Coordinator for the Marketing Area at Emory.

Dr. Kohli worked in industry for over six years in sales & distribution management, and in marketing strategy consulting. His last employer was the Monitor Company where he served as Group Leader. He has also consulted with several companies including 3M, Accenture, Andersen, Coca-Cola, Dow Chemical, Eastman Kodak, The Forum Corporation, Halliburton, IBM, Shell, Texas Instruments, and the World Bank.

Media Inquiries

Contact this person for expertise in:

Account Management, Customer Centricity, End-to-end Customer Solutions

Submit a media inquiry
Published Papers

  • Robinson, B. Adina, Kapil R. Tuli and Ajay K. Kohli (2015), “Does Brand Licensing Increase a Licensor’s Shareholder Value?,” Management Science, 61 (June), 1436-55.

  • Bahadir, S. Cem, Jade S. DeKinder, and Ajay K. Kohli (2015), "Marketing an IPO Issuer in Early Stages of the IPO Process," Journal of the Academy of Marketing Science, 43 (January), 14-31.

  • Sarin, Shikhar, Goutam Challagalla and Ajay K. Kohli (2012), “Implementing Changes in Marketing Strategy: The Role of Perceived Outcome- and Process-Oriented Supervisory Actions,” Journal of Marketing Research, 49 (August) 564-580.

  • Murtha, Brian R., Goutam Challagalla and Ajay K. Kohli (2011), “The Threat from Within: Account Managers’ Concern About Opportunism by Their Own Team Members,” Management Science, 57 (September), 1580-1593.

  • Tuli, Kapil R., Sundar Bharadwaj and Ajay K. Kohli (2010), “Ties that Bind: The Impact of Multiple Types of Ties with a Customer on Sales Growth and Sales Volatility,” Journal of Marketing Research, 47 (February), 36-50.

  • Challagalla, Goutam, R. Venkatesh and Ajay K. Kohli (2009), “Proactive Postsales Service: When and Why Does it Pay Off?,” Journal of Marketing, 73 (March), 70-87.

  • DeKinder, Jade S. and Ajay K. Kohli (2008), “Flow Signals: How Patterns Over Time Affect the Acceptance of Start-Up Firms,” Journal of Marketing, 72 (September), 84-97.

  • Tuli, Kapil R., Ajay K. Kohli and Sundar G. Bharadwaj (2007), “Rethinking Customer Solutions: From Product Bundles to Relational Processes,” Journal of Marketing, 71 (July), 1-17.

  • Lurie, Robert S. and Ajay K. Kohli (2002), “A Smarter Way to Sell Commodities,” Harvard Business Review, 80 (April), 24-26.

  • Jaworski, Bernard J., Ajay K. Kohli, and Arvind Sahay (2000), “Market Driven vs. Driving Markets,” Journal of the Academy of Marketing Science, 26 (Winter), 45-54.

  • Kohli, Ajay K., Tasadduq A. Shervani, and Goutam N. Challagalla (1998), “Learning and Performance Orientation of Salespeople: The Role of Supervisors,” Journal of Marketing Research, 35 (May), 263-274.

  • Maltz, Elliot and Ajay K. Kohli (1996) “Market Intelligence Dissemination Across Functional Boundaries,” Journal of Marketing Research, 33 (February), 47-61.

  • Kohli, Ajay K., Bernard J. Jaworski, and Ajith Kumar (1993), “MARKOR: A Measure of Market Orientation,” Journal of Marketing Research, 30 (November), 467-77.

  • Jaworski, Bernard J. and Ajay K. Kohli (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, 57 (July), 53-70.

  • Jaworski, Bernard J. and Ajay K. Kohli (1991), “Supervisory Feedback: Alternative Types and Their Impact on Salespeople's Performance and Satisfaction,” Journal of Marketing Research, 28 (May), 190-201.

  • Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54 (April), 1-18.