University of Maryland, Robert H. Smith School of Business College Park, MD Associate Professor

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1 YOGESH V. JOSHI Associate Professor, Marketing Department Robert H. Smith School of Business, University of Maryland 3301 Van Munching Hall, College Park, MD ph: EXPERIENCE University of Maryland, Robert H. Smith School of Business College Park, MD Associate Professor 2014-present Assistant Professor Academic Director, MS in Business and Management 2016-present Indian School of Business Mohali, India Visiting Faculty Fall 2016 Johns Hopkins University, Carey Business School Baltimore, MD Visiting Scholar Fall 2015 McKinsey & Company Stamford, CT Business Analyst Unilever India [Hindustan Lever Limited] Mumbai, MH Intern Summer 1997 EDUCATION University of Pennsylvania, The Wharton School Philadelphia, PA Doctor of Philosophy, Master of Arts Massachusetts Institute of Technology, School of Engineering Cambridge, MA Master of Science Indian Institute of Technology Bombay, Mechanical Engineering Mumbai, India Bachelor of Technology HONORS AND AWARDS 2015 MBA Teaching Award for Most Effective Elective Professor 2016, 2015, 2014, 2013, 2010 INFORMS Management Science Meritorious Service Award; 2012, 2011 INFORMS Management Science Distinguished Service Award 2011 Marketing Science Institute (MSI) Young Scholar Award!1

2 2006 AMA-Sheth Foundation Doctoral Consortium Fellow RESEARCH AREAS Innovation, Product Strategy, Brand Management, Product Design and Development, Competitive Marketing Strategies. JOURNAL PUBLICATIONS 1. Nam, Hyoryung, Yogesh V. Joshi, P. K. Kannan Harvesting Brand Information from Social Tags. Journal of Marketing 81(4) Joshi, Yogesh V., David J. Reibstein, Z. John Zhang Turf Wars: Product Line Strategies in Competitive Markets. Marketing Science 35(1) Trusov, Michael, William M. Rand, Yogesh V. Joshi Improving Pre-Launch Diffusion Forecasts: Using Synthetic Networks as Simulated Priors. Journal of Marketing Research 50(6) Joshi, Yogesh V., David J. Reibstein, Z. John Zhang Optimal Entry Timing in Markets with Social Influence. Management Science 55(6) Musalem, Andres, Yogesh V. Joshi How Much Should You Invest in Each Customer Relationship? A Competitive Strategic Approach. Marketing Science 28(3) Chen, Yuxin, Yogesh V. Joshi, Jagmohan S. Raju, Z. John Zhang A Theory of Combative Advertising. Marketing Science 28(1) Arora, Neeraj, Xavier Dreze, Anindya Ghose, James D. Hess, Raghuram Iyengar, Bing Jing, Yogesh V. Joshi, V. Kumar, Nicholas Lurie, Scott Neslin, Sajeesh Sajeesh, Meng Su, Niladri Syam, Jacquelyn S. Thomas, Z. John Zhang Putting One-to-One Marketing to Work: Personalization, Customization and Choice. Marketing Letters. 19(3/4) Van den Bulte, Christophe, Yogesh V. Joshi New Product Diffusion with Independents and Imitators. Marketing Science 26(3)

3 9. Balasubramaniam, Mahadevan, Yogesh V. Joshi, Dan Engels, Sanjay Sarma, Zaffar Shaikh Tool selection in three-axis rough machining. International Journal of Production Research 39(18) SELECTED BOOK CHAPTERS, REPORTS AND OTHER PUBLICATIONS 10. Yogesh Joshi, 2015, Advertising Effects in Social Media, in Consumer Psychology in a Social Media World, Eds. Dimofte, Haugtvedt and Yalch, Routledge: New York. 11. Anastasiya Pocheptsova and Yogesh Joshi, 2014, "Too Attractive to Pass: a Peculiar Appeal of Shorter Redemption Windows of Daily Deals", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: Machedon, Radu, William Rand, Yogesh Joshi, 2013, Automatic Crowdsourcing-Based Classification of Marketing Messaging on Twitter," ASE/IEEE socialcom, 2013 International Conference on Social Computing, pp (doi: doi.ieeecomputersociety.org/ /socialcom ). 13. Joshi, Yogesh V., Liye Ma, William M. Rand, Louiqa Raschid Building the B[r]and: Understanding How Social Media Drives Consumer Engagement and Sales. Marketing Science Institute Report Berger, Jonah, Benjamin Ho, Yogesh V. Joshi Identity Signaling with Social Capital: A Model of Symbolic Consumption. Marketing Science Institute Report Reibstein, David J., Yogesh V. Joshi, Paul W. Farris Marketing costs and prices: an expanded view. In The Profit Impact of Marketing Strategy Project: Retrospect and Prospects, Eds. Farris and Moore, Cambridge University Press: Cambridge, UK. 16. Balasubramaniam, Mahadevan, Yogesh V. Joshi, Sanjay Sarma, Zaffar Shaikh An approach for tool sequence selection for three-axis rough machining. Transactions of the North American Manufacturing Research Institution of SME, Joshi, Yogesh V Information Visibility and Its Effect on Supply Chain Dynamics. Auto-ID Labs White Paper, Massachusetts Institute of Technology, Cambridge, MA. SELECTED WORKING PAPERS 18. Joshi, Yogesh V., Andres Musalem Does Word of Mouth Reduce Advertising That Signals Quality? Under review at Marketing Science.!3

4 19. Joshi, Yogesh V., Anastasiya Pocheptsova, Ted Matherly The Freedom Of Constraint: How perceptions of time limitations alleviate guilt from two-phase indulgent consumption. Working Paper. 20. Andrea Ordanini, Chul Kim, Michael Trusov, P. K. Kannan, Yogesh Joshi, Lei Wang Co-Investment Network Dynamics in Crowdfunded Ventures. Working Paper. INVITED RESEARCH SEMINARS 2016 Lehigh University, College of Business and Economics, Bethlehem, PA. Word of Mouth Bias and Advertising as a Signal of Quality 2016 University of California Berkeley, Haas School of Business, The Shansby Research Seminar in Marketing, Berkeley CA. Word of Mouth Bias and Advertising as a Signal of Quality 2015 Cheung Kong Graduate School of Business, Beijing, China Word of Mouth Bias and Optimal Communication Strategies 2015 Johns Hopkins University, Carey Business School, Baltimore MD Word of Mouth Bias and Optimal Communication Strategies 2013 University of Pittsburgh, Katz School of Business, Pittsburgh PA Word of Mouth Bias and Optimal Communication Strategies 2012 INSEAD, Singapore, Annual Marketing Camp Word of Mouth Bias and Optimal Communication Strategies 2011 Marketing Science Institute (MSI) Young Scholars Program, Park City UT Strategic Marketing Decisions 2010 Duke University, Fuqua School of Business, Durham NC Turf Wars: Product Line Strategies in Markets with Preference Based Segmentation 2010 University of Washington, Foster School of Business, Seattle WA Turf Wars: Product Line Strategies in Markets with Preference Based Segmentation 2010 Washington University in St. Louis, Olin School of Business, St. Louis MO Turf Wars: Product Line Strategies in Markets with Preference Based Segmentation 2008 George Mason University, Fall DC Marketing Colloquium, Fairfax VA Turf Wars: Product Line Strategies in Markets with Preference Based Segmentation 2006 University of Maryland, Smith School of Business, College Park MD!4

5 2006 Indian School of Business, Hyderabad India/Philadelphia PA 2006 Hong Kong University of Science and Technology, Hong Kong 2006 London Business School, London UK 2006 Babson College, Babson Park MA 2006 University of Minnesota, Carlson School of Business, Minneapolis MN 2006 Southern Methodist University, Cox School of Business, Dallas TX GRANTS AND RESEARCH AWARDS National Science Foundation. Diffusion and Ranking in Social Media: A Computational Examination of the Role of Influence and Authority. (co-pi) National Science Foundation Summer Grant. Research Experience for Undergraduates: Diffusion and Ranking in Social Media. (co-pi) Marketing Science Institute (MSI) Research Competition Winner, Communication and Branding in a Digital Era. Award for Building the B[r]and: Understanding How Social Media Drives Consumer Engagement and Sales. (PI) Research Award, Center for International Business Education & Research (CIBER), University of Maryland Research Award, Dingman Center for Entrepreneurship, University of Maryland. SELECTED INVITED TALKS AND CONFERENCE PRESENTATIONS (* = presenter) Yogesh Joshi* and Andres Musalem, Word of Mouth Bias and Advertising as a Signal of Quality, Workshop in Management Science, Puerto Varas, Chile, January Yogesh Joshi*, Keynote Speaker for the Pax River Tech Demo Day, Commercializing Technological Innovations, California, MD, February 2016.!5

6 Yogesh Joshi and Anastasiya Pocheptsova*, Too Attractive to Pass: A Peculiar Appeal of Shorter Redemption Windows of Daily Deals, INFORMS Marketing Science Conference, Baltimore, MD, June Yogesh Joshi*, Discussant, Frontiers of Marketing Science, University of Texas, Dallas, TX, February Derek Monner, Yogesh Joshi and William Rand*, Predicting the Charts: Using Big Data from Social Media to Forecast Market Potential, Summer AMA Educators Conference, San Francisco, CA, August Yogesh Joshi and Andres Musalem*, Word of Mouth Bias and Optimal Communication Strategies, INFORMS Marketing Science Conference, Istanbul, Turkey, July Derek Monner, Yogesh Joshi and William Rand*, Predicting the Charts: Using Big Data from Social Media to Forecast Market Potential, INFORMS Marketing Science Conference, Istanbul, Turkey, July Prem Swaroop, Yogesh Joshi, William Rand* and Louiqa Raschid, Retweets, Mentions and Follows: A User Behavior Model, Winter Conference on Business Intelligence, Snowbird, UT, February-March Yogesh Joshi* Discussant, The Summer Institute in Competitive Strategy, University of California, Berkeley, CA, July Prem Swaroop, Shanchan Wu, Leanna Gong, Yogesh Joshi, William Rand*, and Louiqa Raschid, Predicting User Behavior in Social Media, Statistical Challenges in E- Commerce Research, Montreal, Canada, June Prem Swaroop*, Yogesh Joshi, William Rand and Louiqa Raschid, Diffusion Effectiveness in Microblogs, 7th Annual Conference on Behavioral Research in Operations Management, Washington, DC, June Yogesh Joshi* and Andres Musalem, Under-promising and Over-delivering: Strategic Implications of Word of Mouth, UTD-FORMS Conference, Dallas, TX, February Jonah Berger, Benjamin Ho*, and Yogesh Joshi, Identity Signaling with Social Capital: A Model of Symbolic Consumption, Summer Workshop on Psychology and Economics 9.0, Stanford Institute for Theoretical Economics, Palo Alto, CA, September Yogesh Joshi* and Andres Musalem, Under-promising and Over-delivering: Implications of Word of Mouth, INFORMS Marketing Science Conference, Houston, TX, June 2011.!6

7 Hyoryung Nam*, Yogesh Joshi and P K Kannan, Social Tag Maps: A New Approach for Understanding Brand Association Networks, INFORMS Marketing Science Conference, Houston, TX, June Yogesh Joshi*, David Reibstein and John Zhang, Turf Wars: Product Line Strategies in Markets with Preference Based Segmentation, Summer Institute in Competitive Strategy, University of California, Berkeley, CA, July Yogesh Joshi* Discussant, The Summer Institute in Competitive Strategy, University of California, Berkeley, CA, July Yogesh Joshi*, David Reibstein and John Zhang, Turf Wars: Product Line Strategies in Markets with Preference Based Segmentation, INFORMS Marketing Science Conference, Ann Arbor, MI, June Yogesh Joshi*, David Reibstein and John Zhang, Turf Wars: Product Line Strategies in Markets with Preference Based Segmentation, INFORMS Annual Conference, Washington DC, October Christophe Van den Bulte* and Yogesh Joshi, Independence and Imitation in New Product Diffusion: Competing Risks or Compensatory Influences? INFORMS Marketing Science Conference, Vancouver, BC, Canada, June Yogesh Joshi,* Discussant, The Automotive Mini-Conference, International Motor Vehicle Program (IMVP), University of Pennsylvania, Philadelphia, PA, June Yuxin Chen, Yogesh Joshi*, Jagmohan Raju, Z John Zhang, A Theory of Combative Advertising, INFORMS Marketing Science Conference, Atlanta, GA, June Yogesh Joshi* and David Reibstein, Optimal Product Variety over Time, INFORMS Marketing Science Conference, Atlanta, GA, June Christophe Van den Bulte* and Yogesh Joshi, New Product Diffusion with Influentials and Imitators, INFORMS Marketing Science Conference, Atlanta, GA, June David Reibstein*, Yogesh Joshi, David Norton, and Paul Farris, Marketing Metrics: A Decision Support System for Assessing Marketing Productivity, INFORMS Marketing Science Conference, Atlanta, GA, June David Reibstein*, Yogesh Joshi, David Norton, and Paul Farris, Marketing Dashboards: A Decision Support System for Assessing Marketing Productivity, The JMR/MSI Conference on Collaborative Research, Yale University, New Haven, CT, December Yogesh Joshi* and David Reibstein*, Optimal Product Variety over Time, The Winter Product & Process Innovation Conference, Park City, UT, February 2004.!7

8 PROFESSIONAL ACTIVITIES Editorial Review Board Member, Journal of Marketing. Editorial Review Board Member, International Journal of Research in Marketing. Guest Associate Editor, Journal of Marketing Research. Guest Associate Editor, International Journal of Research in Marketing. Co-Chair, New Product Design and Development Track AMA Summer Marketing Educator s Conference, San Francisco, CA, August Reviewer for Journals and Conferences: American Marketing Association (AMA) Summer Marketing Educators Conference American Marketing Association (AMA) Winter Marketing Educators Conference Decision Sciences IEEE Transactions on Engineering Management IMA Journal of Management Mathematics Information Systems Research International Journal of Research in Marketing Journal of Retailing Journal of Marketing Journal of Marketing Research Journal of the Operational Research Society Management Science Manufacturing & Service Operations Management Marketing Science MIT Sloan Management Review MSI - The Marketing Science Institute Naval Research Logistics Operations Research PDMA - The Product Development Management Association Production and Operations Management Quantitative Marketing and Economics Reviewer for Awards and Grants: Center for International Business Education and Research, University of Maryland Marketing Science Institute Clayton Doctoral Dissertation Proposal Competition Shankar-Spiegel Award for Best Dissertation Proposal in Direct/Interactive Marketing DOCTORAL STUDENT MENTORSHIP Dissertation Co-chair (first position) Hyoryung Nam, Marketing, 2012 (Erasmus University - Business Economics) Dissertation Committee Member (first position)!8

9 Aaron Adalja, Agricultural and Resource Economics, 2017 (Cornell University) John Healey, Marketing, 2015 (Tulane University) He Chen, DOIT, 2015 (The World Bank, Washington DC) Peggy Tseng, Marketing, 2009 (University of Delaware) Supervisor, Second Year Research Paper John Healey, Marketing, Committee Member, Second Year Research Paper Tom Kim, Marketing, Qian Li, Marketing, TEACHING Undergraduate: Customer Centric Innovation, Marketing and Innovation for Entrepreneurs MBA [full-time & part-time]: Innovation and Product Development MS in Marketing Analytics: Innovation Analytics Doctoral: Mathematical Models in Marketing Executive Education: Customer Centric Marketing, Customer Centric Innovation UNIVERSITY, SCHOOL AND DEPARTMENT SERVICE Academic Director, Master of Science in Business and Management University Senator, Tenured Faculty Representative for the Smith School Member, Smith Salary Review Committee Member, MBA Marketing Track Curriculum Review Committee Academic Director, Master of Science in Business and Management Chair, the Smith MBA Oversight Committee University Senator, Tenured Faculty Representative for the Smith School Chair, Marketing Department Faculty Recruiting Committee Member, Smith Salary Review Committee Marketing Career Track Advisor, The Smith MBA program Member, MBA Marketing Curriculum Review Committee Member, IS Faculty Recruiting Committee University Senator, Tenured Faculty Representative for the Smith School Member, the Smith MBA Oversight Committee Marketing Career Track Advisor, The Smith MBA program Marketing Career Track Advisor, The Smith MBA program Member, Committee on External Grants and Contracts Academic Advisor, Team MBA Member, Marketing Department Faculty Recruiting Committee!9

10 Member, Marketing Department PhD Admissions Committee Academic Advisor, Team MBA Academic Advisor, Team MBA Member, University of Maryland Banneker/Key Scholarship Committee Faculty Champion, Team MBA Member, University of Maryland Banneker/Key Scholarship Committee Member, Marketing Department PhD Admissions Committee Chair, Marketing Department Seminar Series Member, MBA Task Force, Marketing Department Member, Marketing Department Hiring Subcommittee - Analytical Models Member, Marketing Department Coordinator Search Committee CONSULTING AND ADVISORY ROLES In my role at McKinsey and Company, I have advised Fortune top 50 companies in consumer goods, healthcare, financial services (investment banking and insurance), and commercial and professional services sectors on issues related to strategy, marketing, operations and technology. Subsequent consulting experience includes apparel (Marc Ecko Enterprises - ecko unltd), healthcare (Johnson and Johnson, Janssen) and defense services (Lockheed Martin). I also serve as an advisor to firms in the greater DC region.!10

YOGESH V. JOSHI. University of Maryland, Robert H. Smith School of Business College Park, MD Associate Professor

YOGESH V. JOSHI. University of Maryland, Robert H. Smith School of Business College Park, MD Associate Professor YOGESH V. JOSHI 02/23/2015 Associate Professor, Marketing Department Robert H. Smith School of Business, University of Maryland 3301 Van Munching Hall, College Park, MD 20742 http://scholar.rhsmith.umd.edu/yjoshi