May 2018

My broad research area span marketing strategy, business to business marketing, distribution channel and pricing.  Efficient governance of business relationships, managing business conflict and understanding the nature, causes and consequences of price rigidity are my current interests. 

The context of my studies have included technology intensive products, multi-component systems, consumer electronics, and fast moving consumer goods (FMCG) retail. 

For the practitioner, my research efforts offer insights into (a) identifying effective price and product strategies to generate value and greater returns for the firm; (b) managing inter-firm relations in supply chain and distribution channels to improve business performance; and (c) calibrating the effectiveness of effectiveness of government imposed regulations that affect retail pricing practices. 

Methodologically, I use a combination of economic modeling, econometric analysis of secondary data, key-informant surveys and field studies.

I have taught a variety of courses at the graduate (MBA, MSC) and undergraduate levels.  These include, Marketing Management, Technology Marketing and Retailing. I teach several Ph.D. seminars and supervise several PhD students.  I am in the editorial board of several journals and review for several journals in marketing and other related areas.

My consulting activity focuses on marketing strategy and marketing research issues. I have consulted for a variety of clients ranging from education centers, and IT start-ups, to Fortune 100 firms in Technology-intensive industries. I have also served as an expert witness.

Outside of academics and consulting, I have worked in several hi-tech industries as a marketing executive and entrepreneur, and in aeronautical engineering structural design roles in the aerospace industry.






McMaster University

Degroote School of Business



Sourav Ray

Ph.D., Marketing, University of Minnesota, CSOM, Minneapolis, MN, USA

M.S., Aerospace Engineering, Texas A&M University, College station, TX, USA

B.Tech. (Hons.), Aerospace Engineering, IIT, Kharagpur, India


Current Affiliation:

Professor of Marketing

ISB–CLMP Research Fellow, Indian School of Business – Hyderabad, India

Research Director, Marketing Analytics, MiSCAN

Associate Member of Operations Management

DeGroote School of Business, McMaster University, Hamilton, ON, Canada





Ph.D. Program in Marketing

·      DSB Ph.D. Program Website

·      Information about Marketing

Publishing: List of Business Journals

·      The Financial Times list of top Business journals

·      The UT Dallas list of top Business journals


·      Ph.D. Students

·        Dr. Saeed Shekari (Graduated 2017)

(Assistant Prof., William Patterson University, New Jersey)

·        Mr. Kamran Eshghi

·        Mr. Xiao Ling

·        Mr. Bharat Vaishnav

·        Ms. Nehal Elhelaly

·      Visiting Professors

·        Prof. Junya Ishibuchi (2009-10)

·        Prof. Yanping Gong (2009-10)

·        Prof. Xiangmei Zhu (2012-13)

·        Prof. Chun Tang (2016-17)

·      Research Assistants


·      Marketing Management (MBA)

·      Inter-Organizational Research in Marketing (PHD)

·      Special Topics in Distribution Channels, Pricing, Hi-Tech Marketing, Systems Marketing (PhD)

·      Introduction to Contemporary Applied Marketing (UG)

·      Applied Marketing Management  (UG)

·      Retailing (UG)


Community Outreach

Some Resources for Marketing and Economics



(This page is perpetually under Construction!)




o    Does Marketing Capability matter in determining the Effectiveness of Sport Sponsorships? with Kamran Eshghi and Hesam Shahriari. Feb 2017. [Download the working paper here]

o    Managing Product Performance Contracts for Multi-Component Systems: Disputes and Monitoring in the IOT age; with Saeed Shekari.  Nov. 2016.

o    Disputes, Monitoring Contracts and Performance for Multi-component Systems, with Saeed Shekari. 2016. BEST PAPER AWARD:  B2B and Channels of Distribution Track, 2016 Summerr AMA  Conference, Atlanta, GA, USA, Aug 5-7, 2016.

o    Conflict and Performance in Channels: A Comparative Synthesis of Empirical Findings, with Kamran Eshghi. 2015. BEST PAPER AWARD:  B2B and Channels of Distribution Track, AMA 2016 Winter Marketing Academic Conference, Las Vegas, NV, USA, 2016. 

o    Leaving the Tier: Asymmetric Pricing Patterns in Online High-Tech Shops; with Charles Wood and Paul Messinger. BEST PAPER AWARD:  Marketing Strategy and Marketing Management Track. 2010 American Marketing Association (AMA) Summer Marketing Educator’s Conference, Boston, USA, 2010.  Nominated for best paper award: 43rd Hawaii International Conference on System Sciences (HICSS), Kauai, Hawaii. 2010.

o    Fairness Perceptions for Asymmetric Pricing: Consumer Expectations, Cultures and Relationship Norms; with Haipeng Chen and Sharon Ng. 2008.



o    SSHRC Insight Grant - "Consumer search and retailing: the case of bluetooth low energy;" $155,708. Co-applicant with William Allender (PI), Ruhai Wu, Manish Kacker. 2016.

o    SSHRC Connection Grant – “Empirical & Theoretical Canadian Marketing Strategy Symposium”; $20,000. Co-applicant with Paul Messinger (PI, Univ. of Alberta), Neil Bendle, Sridhar Moorthy, Mark Vandenbosch and David Soberman. 2016.

o    State Administration of Foreign Experts Affairs P.R. China – “Social Commerce Development Strategy under O2O”. Co-Investigator with Ruhai Wu and Xiangmei Zhu. 2015.

o    Canadian foundation for Innovation (CFI) and Ontario Research Fund for Research Infrastructure (ORF-RI) - "Infrastructure for Advanced Business Analytics: Creating and Analyzing Big Data for Canadian Distribution Channels"; $ 347,126. Co-Principal Investigator with Elkafi Hassini. 2014.

o    SSHRC Standard Research Grant. “Impact of User-Generated Businesses: Applications in the Sports and Event Tickets Industry.” $27,510 (2010-2011). Co-Applicant. Principal Investigator – Ruhai Wu (McMaster Univ.).

o    SSHRC Standard Research Grant – Special Call in Management, Business, Finance. “Consumer prices, pricing technology, and public policy: understanding the impact of the electronic price display technologies.” $198,110 (2008-2011). Principal Investigator.

o    SSHRC Standard Research Grant. “Manufacturer Participation in Systems Compatibility: Role of Distribution Channel.” $59,196 (2008-2011). Principal Investigator.

o    SSHRC INE Public Outreach Grant. “Practitioner exchanges on e-retailing and the web-interaction cycle.” $48,500. (2006-2007). Co-Applicant. Principal Investigator – Paul Messinger (Univ. of Alberta).

o    Fonds québécois de la recherché sur la société et la culture (FQRSC), Programme Établissement de nouveaux professeurs-chercheurs. “Beyond Technological Compatibility: Manufacturer Strategies in Systems Markets.” $25,350. (2004-2006). Principal Investigator.

o    SSHRC Initiative for New Economy (INE) Research Alliance. “Harnessing the Web-Interaction Cycle for Canadian Competitiveness.”  $865,750. (2003-2006). Co-Applicant. Principal Investigator – Paul Messinger (Univ. of Alberta).


o   Channel Conflict: Bad for Business?  (With Kamran Esghi)  Theory + Practice in Marketing Conference.  UCLA, Los Angeles, CA, USA.  May 17-18, 2018.

o   Life in the Doc Lane – Ideation and Vetting.  Marketing Strategy Doctoral Consortium, University of Missouri, Columbia, MO, USA.  March 22-23, 2018.

o   Electronic Shelf Labels (ESL) in Retail.  GERAD, University of Montreal, Montreal, QC, Jan 25, 2018.

o   Managing Multi-Component Systems in the IOT Age.  Research Seminar.  School of Economics and Management, Dongnan Daxue (South East Univ.), Nanjing, Jiangsu, PRC, Oct 24, 2017.

o   Multi-Component Systems Marketing in Value Added Reseller (VAR) Channels. Research Seminar.  Business School, Faculty of Zhongnan Daxue (Central South Univ.), Changsha, Hunan, PRC, Oct 17, 2017.

o   Asymmetric Pricing in Channels.  Research Seminar.  Business School, Zhongnan Daxue (Central South Univ.), Changsha, Hunan, PRC, Oct 16, 2017.

o   Different shades of Pricing …Pricing as a Strategic Capability.  Research Workshop.  Business School, Zhongnan Daxue (Central South Univ.), Changsha, Hunan, PRC, Oct 16, 2017.

o   Different shades of Pricing…Pricing as a Service.  Research Workshop.  Business School, Zhongnan Daxue (Central South Univ.), Changsha, Hunan, PRC, Oct 12, 2017.

o   Price Rigidity and Retail Strategy in Grocery Supermarkets. Research Seminar.  Business School, Zhongnan Daxue (Central South Univ.), Changsha, Hunan, PRC, Oct 11, 2017.

o   New Technology, New Capabilities: The Case of Electronic Shelf Labels (ESL) in Retail. Research Seminar, Post Graduate Diploma in Business Analytics (PGDBA) program. Indian Institute of Management Calcutta (IIMC), Joka, West Bengal, India. July 13, 2017.

o   The Business of Ethics in the Modern Marketing Age. Keynote Speech. World Congress on Business and Management (WCBM), Bali, Indonesia. July 7, 2017.

o   Electronic Shelf Labels (ESL): Impact on Prices and Pricing. Marketing research seminar. Ivey School of Business, Western University, London, ON, Canada. June 20, 2017.

o   Disputes and Monitoring in the IOT Age: Implications for Contracts and Performance in Multi-component Systems Industries. Industry Studies Association (ISA) Industry Studies Conference- 2016, Minneapolis, MN, USA, May 24-26, 2016.

o   Electronic Shelf Labels (ESL) and their impact on Prices and Pricing.  University of Guelph, Marketing and Consumer Studies Research Seminar, Oct. 14, 2015.

o   Electronic Shelf Labels (ESL) and their impact on Prices and Pricing.  WCBM, Seoul, South Korea, June 29-July 2, 2015.

o   Leaving the Tier: An Examination of Asymmetry in Pricing Patterns in Online High Tech Shops. The 15th International Conference on Electronic Commerce (ICEC), Turku, Finland, August 13-15, 2013.

o   A Perspective on Distribution Channels – Price Adjustments and Systems Marketing.  Invited speaker.  Marketing Doctoral Seminar, Carlson School of Management, University of Minnesota, Minneapolis, MN, Feb 10, 2012.

o    Click here for some other past talks, seminars, conferences.



o  The Wiglaf Journal. “Discount the Parts or the Whole? Article (Tiyanyang Zhang & Tim Smith). Sep. 9, 2013.

o  Ontario Home Builder Magazine: “The Buyer’s Psyche Revealed: What’s standing between you and your customer?” Article (Michael Ryval). Page 26-29, Spring 2009.

o  National Post / Financial Post: “Will consumers pick up the green signal from Tetley tea ads?” – Column: Ad Missions, Expert panel. March 28, 2008.

o  National Post / Financial Post: “Kia’s latest ad goes to the dogs … and a cat” – Column: Ad Missions, Expert panel. March 07, 2008.

o  National Post / Financial Post: “HDTV, 10 ADP equals Future Shop. Who knew?” – Column: Ad Missions, Expert panel. February 15, 2008.

o  National Post / Financial Post: “Mortimer reinforces MTS legacy, dependability” – Column: Ad Missions, Expert panel. February 1, 2008.

o  National Post / Financial Post: “Funny but a false note on LOUD” – Column: Ad Missions, Expert panel. January 18, 2008.

o  Click here for some other past media mentions.



o    National Development and Reform Commission (NDRC), Market Price Supervision & Management Department, People’s Republic of China: Study Mission on Price Control Mechanism and System in Canada. From, A Marketing view of pricing to ...Why is Pricing like Driving with your Brakes on…?” Invited expert comment on pricing processes in a free-market economy. Hamilton, Canada. September 4, 2007.

o    Michigan State Legislature.Item Pricing Laws and their Possible Effects on Prices: Research Findings;” Expert testimony for the hearing on Michigan House Bill No. 4636 held by the House Committee on Commerce, pertaining to the revision of Michigan’s Item Pricing Law; Lansing, MI, June 21, 2005