Dmitri Markovitch, Ph.D.
Dr. Dmitri Markovitch joined the Maine Business School in 2017. He was previously full-time faculty at HEC-Paris in France; Rensselaer Polytechnic Institute in Troy, New York; and the Brazilian School of Public and Business Administration (FGV/EBAPE) in Rio de Janeiro, Brazil.
Dr. Markovitch conducts research in four substantive areas — innovation and new product marketing strategies; various issues at the interface of marketing and finance; managerial decision-making under uncertainty, including the impact of cognitive biases, search, and information use; and the impact of artificial intelligence on customer outcomes.
His most recent published research investigates financial returns to marketing investments and the impact of marketing decisions on firm market value. Dr. Markovitch’s research has been published in some of the most prestigious academic journals, including Management Science, Marketing Science, Journal of Product Innovation Management, Marketing Letters, and Journal of Business Research.
Dr. Markovitch lives in Bangor with his wife, two daughters, and a German Shepherd. In his spare time he likes to read science fiction books, garden, spend time outdoors with his family, and watch an occasional soccer match. Dr. Markovitch is an avid supporter of Arsenal Football Club.
- Ph.D., Marketing, New York University
- M. Phil., Marketing, New York University
- MBA, Southwestern Oklahoma State University
- B.A., Applied Linguistics, Minsk State Linguistic University, Minsk, Belarus
- Principles of Marketing
- Integrated Marketing Communications
- Managerial Marketing
- Marketing Research
- New product commercialization strategies and their performance impact
- Marketing-finance interface. In particular, I investigate the impact of marketing decisions on firm market value, and stock returns as a feedback mechanism for marketing decisions
- Managerial decision making under uncertainty, including cognitive biases, search, and information use
- The impact of artificial intelligence on customer outcomes
Academic Honors and Achievements
- 2014: Best Paper in the Marketing Analytics and Research track at the 2014 Winter AMA Conference (co-authored with D. Huang and P. Ye)
- 2013: Highly Commended Paper Award at the Literati Network Awards for Excellence 2013 (co-authored with J. Steckel)
- 2011: Most Promising Paper in Behavioral Strategy award at the Academy of Management Conference (co-authored with W. Tracy, L. Peters, B. V. Phani, & D. Philip)
- 2003 – 2004: Marcus Nadler Fellowship, Stern School of Business, NYU
- 2002: AMA-Sheth Foundation Doctoral Consortium Fellow
Peer-Reviewed Journal Articles
Markovitch, D. G., D. Huang, & P. Ye. (2020) Marketing intensity and firm performance: Contrasting the insights based on actual marketing expenditure and its SG&A proxy. Journal of Business Research, 118 (September): 223-239. *Winner of Best Paper award in the Marketing Analytics and Research track at the 2014 Winter AMA Conference.
Ma, J., D. Huang, D. G. Markovitch, & B. T. Ratchford (2018). High season or low season? Launch timing considerations for new entertainment products. European Journal of Marketing, 52 (9/10): 1956-1980.
Golder, P. N., D. G. Markovitch, & J. P. O’Brien (2018). When do investors reward acquisitions and divestitures: The contrasting performance implications of normative and behavioral economic theories. Managerial and Decision Economics, 39 (2): 226-239.
Tracy, W., D. G. Markovitch, B. V. Phani, L. Peters, & D. Philip (2017). Algorithmic representations of firm search behavior. Computational Economics, 49 (3): 343-361. *Winner of the Most Promising Paper in Behavioral Strategy award at the 2011 Academy of Management Conference.
Markovitch, D. G., G. C. O’Connor, & P. Harper (2017). Beyond invention: The additive impact of incubation capabilities on firm value. R&D Management, 47 (3): 352-367.
Huang, D., D. G. Markovitch, & Y. Ying (2017). Social learning and network externalities in decision making. European Journal of Marketing, 51 (1): 157-176.
Durgee, J., D. G. Markovitch & D. Huang (2016). How to advertise radical product designs. The Design Journal, 19 (4): 647-666 (research publication of the European Academy of Design).
Markovitch, D. G., J. H. Steckel, A. Michaut, D. Philip, & W. Tracy (2015). Behavioral reasons for new product failure: Does overconfidence induce over-forecasts? Journal of Product Innovation Management, 32 (5): 825-841.
Huang, D., D. G. Markovitch, & A. Strijnev (2015). Exploring the small movie profitability puzzle. Marketing Letters, 26 (1): 43-55.
Markovitch, D. G., D. Huang, L. Peters, B. V. Phani, D. Philip, & W. Tracy (2014). Escalation of commitment in entrepreneurship-minded groups. International Journal of Entrepreneurial Behavior & Research, 20 (4): 302-323.
Markovitch, D. G. & J. H. Steckel (2012). Do initial stock price reactions provide a good measurement stick for marketing strategies? The case of new product introductions in the US. European Journal of Marketing, 46 (3): 406-421. *Winner of the Highly Commended Paper Award at the Literati Network Awards for Excellence 2013. Up to four papers are chosen by the journal’s Editorial Team as “the most impressive pieces of work the team has seen throughout 2012.”
Markovitch, D. G. (2009). The promise and perils of speed: An investigation of product development and alliance formation. Innovative Marketing, 5 (1): 75-84.
Markovitch, D. G. (2009). Comparing online and mail survey methods in a sample of chief marketing officers. Innovative Marketing, 5 (4): 56-63.
Markovitch, D. G. & P. N. Golder (2008). Using stock prices to predict market events: Evidence on sales takeoff and long-term firm survival. Marketing Science, 27 (4): 717-729.
Markovitch, D. G., J. H. Steckel, & B. Yeung (2005). Using capital markets as market intelligence: Evidence from the pharmaceutical industry. Management Science, 51 (10): 1467-1480.
Philip, D., D. G. Markovitch, & L. Peters. (2016). Web-enabled decision support systems. In Decision Sciences: Theory and Practice, R. N. Sengupta, J. Dutta, and A. Gupta (Eds), London, U.K.: CRC Press, ISBN: 9781466564305.
Dixit, J., D. G. Markovitch, & J. P. O’Brien (2015). Do increases in R&D search intensity signal future problems? A behavioral theory perspective. Best Paper Proceedings of the 2015 Academy of Management Meeting. DOI: 10.5465/AMBPP.2015.293.*
Ma, J., D. Huang, D. G. Markovitch, & B. T. Ratchford (2013). Should small firms launch new products during high or low seasons? Best Paper Proceedings of the 2013 Academy of Management Meeting. DOI: 10.5465/AMBPP.2013.164.*
*Note: Only about 10% of competitively accepted conference submissions are selected for publication in the Academy of Management Best Paper Proceedings.
“Marketing intensity and profitability: Contrasting conclusions based on different measures of total marketing expenditure,” 2018 Summer AMA, Boston, MA.
“Estimating Firm Marketing Expenditure Using Publicly Available Data,” 2015 Summer AMA, Chicago, IL.
“Using available data to estimate firm marketing mix spending: A novel approach to an old problem,” 2014 Winter AMA, Orlando, FL. *Best Paper award in the Marketing Analytics and Research track
“Resource base, strategies and performance in the motion picture industry,” 2012 INFORMS Marketing Science Conference, Boston University, Boston, MA.
“Hill-climbing vs. simulated annealing: Empirical evidence of sample selection in backward-looking search,” 2011 Academy of Management Annual Meeting, San Antonio, TX. *The Most Promising Paper in Behavioral Strategy award
“Transformer le marketing? Le programme de l’Action-Tank ‘Entreprise et Pauvreté’ en France, ” 2011 French Marketing Academy, Brussels, Belgium.
“Strategic options for leaders and laggards,” 2010 Winter AMA, New Orleans, LA.
“A typology of error: Literature review and research agenda,” 2010 Annual Global Conference on Entrepreneurship and Technological Innovation, Indian Institute of Technology, Kanpur, India.
“Can the stock market predict sales takeoff and the long-term survival of firms?” 2007 INFORMS Marketing Science Conference, Singapore Management University, Singapore.
“Can the stock market predict sales takeoff and the long-term survival of firms?” 2006, the 28th Annual ESSEC-HEC-INSEAD Three-School Colloquium, ESSEC, Cergy-Pontoise, France.
“New product forecasting: The stock market as crystal ball,” 2005 INFORMS Marketing Science Conference, Emory University, Atlanta, GA.
“New product forecasting: The stock market as crystal ball,” 2005 European Marketing Academy Conference, Bocconi University, Milan, Italy.
“Using capital markets as market intelligence: Evidence from the pharmaceutical industry,” 2003 INFORMS Marketing Science Conference, University of Maryland, College Park, MD.
“Using capital markets as market intelligence: Evidence from the pharmaceutical industry,” 2003 Share Price Accuracy and Transition Economies Conference, The University of Michigan Law School and William Davidson Institute at the University of Michigan Business School, Ann Arbor, MI.
“Dimensions of marketing speed and their impact on firm performance,” 2002 INFORMS Marketing Science Conference, University of Alberta, Edmonton, Canada.