Ashwin Malshe

Assistant Professor, Marketing

University of Texas at San Antonio
One UTSA Circle
San Antonio, TX 78249
Email: ashwin.malshe@utsa.edu | Phone: +1 210-287-7478
Website: https://business.utsa.edu/faculty/ashwin-malshe/

E DU CAT IO N

2011 PhD (Marketing) Binghamton University – SUNY

2000 Master of Management Studies (Marketing) NMIMS – Mumbai University
1998 Bachelor of Engineering (Electronics) DMCE – Mumbai University

P RO FE SS IO N AL E XPE R IE NC E

2016- Assistant Professor - Marketing University of Texas at San Antonio

2012- Visiting Professor University of Mannheim Business School
2011-2016 Assistant Professor - Marketing ESSEC Business School

PEER-REVIEWED PUBLICATIONS

Sowan Azizeh K, Nancy Staggers, Andrea Berndt, Tommye Austin, Charles C Reed, Ashwin
Malshe, Max Kilger, Elma Fonseca, Ana Vera, Qian Chen (2021), “Improving the Safety,
Effectiveness, and Efficiency of Clinical Alarm Systems: Simulation-Based Usability Testing
of Physiologic Monitors,” JMIR Nursing, 4(1), e20584.

Malshe, Ashwin, Anatoli Colicev, and Vikas Mittal (2020), “How Main Street Drives Wall Street:
Customer (Dis)satisfaction, Short Sellers, and Abnormal Returns,” Journal of Marketing
Research, 57(6), 1055–75.

Gretz, Richard and Ashwin Malshe (2019), “Rejoinder to ‘Endogeneity Bias in Marketing
Research: Problem, Causes and Remedies’,” Industrial Marketing Management, 77(February),
57-62.

Sowan, Azizeh K, Ana Vera, Ashwin Malshe, and Charles C Reed (2019), “Transcription Errors
of Blood Glucose Values and Insulin Errors in an Intensive Care Unit: Toward Electronic
Medical Record - Glucometer Interoperability,” JMIR Medical Informatics, 7(1), e11873.

Gretz, Richard, Ashwin Malshe, Carlos Bauer, and Suman Basuroy (2019), “The Impact of
Superstar and Non-Superstar Software on Hardware Sales: The Moderating Role of
Hardware Lifecycle,” Journal of the Academy of Marketing Science, 47(3), 394-416.

Colicev, Anatoli, Ashwin Malshe, and Koen Pauwels (2018), “Social Media and Customer-Based
Brand Equity: An Empirical Investigation in Retail Industry,” Administrative Sciences, 8(3),
55.

Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O’Connor (2018), “Improving
Consumer Mind-Set Metrics and Shareholder Value through Social Media: The Different
Roles of Owned and Earned Media,” Journal of Marketing, 82(1), 37-56.

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Malshe, Ashwin and Manoj K. Agarwal (2015), “From Finance to Marketing: The Impact of
Financial Leverage on Customer Satisfaction,” Journal of Marketing, 79(5), 21-38.

Chatterjee, Subimal, Rajat Roy, and Ashwin Malshe (2011), “The Role of Regulatory Fit on the
Attraction Effect,” Journal of Consumer Psychology, 21(4), 473-481.

Chatterjee, Subimal, Ashwin Malshe, and Timothy Heath (2010), “The Effect of Mixed Versus
Blocked Sequencing of Promotion and Prevention Features on Brand Evaluation: The
Moderating Role of Regulatory Focus,” Journal of Business Research, 63(12), 1290-1294.

Berthold Sperandio, Cristina, Luiz Fernando Machado Silveira, Lenita Aver de Araújo, Josué
Martos, and Ashwin Malshe (2008) “Response of the Periapical Tissue of Dogs' Teeth to the
Action of Citric Acid and EDTA,” Journal of Applied Oral Science, 16(1), 59-63.

O TH ER P UBL IC ATIO N S : P ra ct i t i one r O ut l e ts, C ase s, a n d Book C ha pt e rs

Mittal, Vikas, Shrihari Sridhar, Ashwin Malshe, and Kyuhong Han (2018) “Why Houston
Energy Companies Should Focus on Customer Satisfaction Over Tech,” Houston Business
Journal, April 27, 2018, accessed November 2021.
https://www.bizjournals.com/houston/news/2018/04/27/why-houston-energy-
companies-should-focus-on.html

Mittal, Vikas, Ashwin Malshe, and Shrihari Sridhar (2018), “The Unequal Effects of Partisanship
on Brands,” Harvard Business Review (Online), March 2018, accessed November 2021.
https://hbr.org/2018/03/the-unequal-effects-of-partisanship-on-brands

Malshe, Ashwin (2015), “PlaNet Finance: A New Microfinance Loan in Cambodia and
Vietnam,” in Experiencing Innovation in Asia: Cases in Business Model Development, World
Scientific Publishing, Singapore.

Malshe, Ashwin (2015), “Pour un Sourire d’Enfant: The Need for a New Funding Model,” in
Experiencing Innovation in Asia: Cases in Business Model Development, World Scientific
Publishing, Singapore.

R ES EA RC H IN P RO G RE S S

Yin, Yi, Shantanu Mullick, Ashwin Malshe, and Suman Basuroy, “Sales Impact of Reviews with
Verified and Non-Verified Purchases: Which Reviews Matter, When, and Why,” Journal of
Marketing Research, Revise and resubmit.

Kyuhong Han, Ashwin Malshe, Vikas Mittal, and Shrihari Sridhar, “Testing Mediation using
Double Machine Learning: The Case of Advertising and Brand Outcomes,” Target: Journal of
Consumer Research, Empirical analysis completed.

Malshe, Ashwin, Yi Yin, and Koen Pauwels, “The Bias from Voluntary Disclosure of
Advertising Expenses: Consequences and Remedies,” Target: Journal of Marketing Research,
Manuscript completed.

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R EC E NT C ON FE R EN C E P RE SE N TATI ON S ( SI N CE 2 01 5)

2021 Winter AMA Conference Yin, Yi, Shantanu Mullick, Ashwin Malshe, and Suman
Basuroy, “Sales Impact of Reviews with Verified and
Marketing Science
2020 Non-Verified Purchases: Which Reviews Matter,
Conference
When, and Why.”
2020 Marketing Science Malshe, Ashwin, Yi Yin, and Koen Pauwels, “Bias in
Conference Kantar Ad$Spender: Consequences and Remedies.”
2018 Marketing Science Malshe, Ashwin and Yu-San Lin, “A Recurrent Neural Net
Conference for Modeling Dependency in Instagram Images.”
2017 Marketing Science Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, “Retail
Conference Social Media and Consumer Purchase Decision
Journey: An Empirical Investigation.”
2015 Marketing Strategy Meets Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and
Wall Street Conference Peter O’Connor, “Engage with Me! How User-Driven
and Brand-Driven Conversations Shape Brand Equity
2015 Big Data Conference
and Influence Firm Value.”

R EVI EW IN G

Editorial Review Board Member

2019 – Journal of Marketing Research

2021 – Journal of Retailing
2021 – Marketing Letters
2021 – Journal of Business Research

Ad-hoc Reviewer

2015 – Journal of Marketing

2016 – International Journal for Research in Marketing
2018 – Journal of the Academy of Marketing Science

R ES EA RC H G RA NT S

2020 US National Security $50,000 Wang, Wei, Jianwei Niu, Amanda Fernandez, Weining
Agency (NSA) Zhang, Keying Ye, Dawnlee Robertson, and
Ashwin Malshe, “Data Science Bootcamp.”
2019 The United Services $54,117 Rad, Paul, and Ashwin Malshe, “UTSA-USAA
Automobile Marketing Effort: Life Event Detection.”
Association (USAA)
2017 Carolan Research $12,000 Malshe, Ashwin, Abhishek Borah, and Avanti Chande,
Institute “Identifying Brand Personality in Social Media
using Image Analysis and its Consequences.”
2017 Carolan Research $15,000 Malshe, Ashwin, and Suman Basuroy, “An Empirical
Institute Examination of Marketing Strategies in Organized
Retail in Emerging Markets: A Randomized Field
Experiment in India.”
2013 SWIFT Institute £15,000 Glady, Nicolas, and Ashwin Malshe, “Modelling the
Cost of Financial Services.”

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G RA DU ATE TE AC HI N G

Data Visualization and Communication

This is a primary course for the MS in Data Analytics program. The course uses R,
Tableau, and JavaScript. Typical enrollment for this course is 40-50 students per section.
Teaching Evaluations

Overall Instructor Rating

Semester
(Max = 5.0)
Fall 2020 4.8
Fall 2020 4.6
Fall 2019 4.9
Fall 2019 4.9
Fall 2018 4.9
Fall 2018 4.8

Sample Teaching Material

2021 Syllabus https://bit.ly/313tczA

2020 Data Visualization Website https://dataviz.school

2020 Sentiment Analysis Dashboard https://malshe.shinyapps.io/airlines-text-

analytics/

2018 R Visualization Blog https://www.ashwinmalshe.com/post/

Data Analytics Applications

Students use R and Python to apply machine learning to industry problems.

Teaching Evaluations

Overall Instructor Rating

Semester
(Max = 5.0)
Summer 2019 4.6

Sample Teaching Material

2021 Syllabus https://bit.ly/3xms064
2020 Data Analytics Application Free https://ashgreat.github.io/analyticsAppBook/
Textbook
2020 Sentiment Analysis Lesson https://bit.ly/3Cfqnbb
2018 R Coding Blog http://rpubs.com/malshe/

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PhD Seminar in Marketing Strategy

This course teaches machine learning and deep learning applications for marketing
strategy.
Teaching Evaluations

Overall Instructor Rating

Semester
(Max = 5.0)
Fall 2018* 4.0
*Course evaluations for Fall 2019 and Fall 2020 are not available because there were
only two students enrolled.

Sample Teaching Material

2020 Syllabus https://bit.ly/3FQzqSt
2018 A webapp to do mediation https://malshe.shinyapps.io/Mediate/
analysis

E XEC UTI VE E DU CAT IO N

Data Science Bootcamp

The bootcamp trained around 200 employees in machine learning, deep learning,
statistical modeling, and data visualization using R, Python, and Tableau.

2021 Project Quest and the City of San Antonio Overall Instructor Rating: 4.0/4.0

2020-2021 The US National Security Agency (NSA) Instructors not rated

2020-2021 The MITRE Corporation Instructors not rated

2019-2021 Tec de Monterrey, Mexico Overall Instructor Rating: 4.6/5.0

Sample recording of a recent module on Data Visualization using ggplot2 package in R:

https://bit.ly/3kwBarF

Marketing Analytics Bootcamp

The bootcamp taught various quantitative marketing and statistical concepts such as
customer segmentation, marketing dashboards, A/B testing, and statistical significance
to the 250-person marketing team.

2017-2018 The United Services Automobile Association (USAA) Instructors not rated

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S TUD EN T P RO JE C TS
Predicting Stock Outs Using Deep Learning and
2021 H-E-B
Computer Vision
2013-2015 Cap Gemini Consulting Asia Strategy Project
2014 L’Oreal, France Arial L’Oreal Luxe Assessment
2014 AMEX, France The New Luxury Digital Experience
2014 DFS Group, Hong Kong Social Media Strategy for ‘Uptown’ Launch in Hawaii
2012-2014 GE Capital Mid-Market Research

D O CTO R AL S TUD EN TS ME N TO RE D
2023 Sonam Singh Co-chair
2022 Yi Yin Co-chair
2022 Bingyi (Nicole) Wu Committee member
2021 Habib Ali Alrashedi Committee member
2020 Rosalie Aguilar Committee member
2016 Anatoli Colicev Committee member
S ER VIC E
2021- Dean’s Search Committee for the Alvarez College of Business (ACOB)
2021- Chief Communications Officer, Marketing Letters
2019- Faculty Lead for UTSA-MITRE GenAI Project
2019- Graduate Advisor of Record (Academic Director) of MS in Data Analytics
2019-2022 Chair of ACOB MS in Data Analytics Program Committee
2019-2021 Chair of ACOB PhD Program Committee
2017-2019 MBA Committee Member as the Marketing Department Representative

R EFE R EN C ES

Vikas Mittal
J. Hugh Liedtke Professor of Marketing
Jones Graduate School of Business, Rice University
Houston, Texas 77005-1892
Vikas.Mittal@rice.edu

Shrihari (Hari) Sridhar

Joe Foster' 56 Chair in Business Leadership and Professor of Marketing
Mays Business School, Texas A&M University
College Station, Texas 77843-4113
ssridhar@mays.tamu.edu

Koen Pauwels
Distinguished Professor of Marketing
D’Amore-McKim School of Business, Northeastern University
Boston, Massachusetts 02115
k.pauwels@northeastern.edu

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