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Brian R. Murtha, Ph.D.

Affiliations: 
2008 Georgia Institute of Technology, Atlanta, GA 
Area:
Marketing Business Administration
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Goutam N. Challagalla grad student 2008 Georgia Tech
 (Zigzagging across the boundary: Examining the interplay of marketing activities within and between firms.)

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Publications

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Magnotta S, Murtha B, Challagalla G. (2020) The Joint and Multilevel Effects of Training and Incentives from Upstream Manufacturers on Downstream Salespeople’s Efforts: Journal of Marketing Research. 57: 695-716
Chase KS, Murtha B. (2019) Selling to Barricaded Buyers Journal of Marketing. 83: 2-20
Butt MN, Antia KD, Murtha BR, et al. (2018) Clustering, knowledge sharing, and intrabrand competition: a multiyear analysis of an evolving franchise system Journal of Marketing. 82: 74-92
Kashyap V, Murtha BR. (2017) The Joint Effects of Ex Ante Contractual Completeness and Ex Post Governance on Compliance in Franchised Marketing Channels Journal of Marketing. 81: 130-153
Challagalla G, Murtha BR, Jaworski B. (2014) Marketing Doctrine: A Principles-Based Approach to Guiding Marketing Decision Making in Firms Journal of Marketing. 78: 4-20
Murtha BR, Shervani TA, Challagalla GN, et al. (2014) Control system diversity: Implications for selling centers Journal of Business Research. 67: 1870-1876
Kidwell B, Hardesty DM, Murtha BR, et al. (2012) A Closer Look at Emotional Intelligence in Marketing Exchange Gfk Marketing Intelligence Review. 4: 24-31
Kidwell B, Hardesty DM, Murtha BR, et al. (2011) Emotional intelligence in marketing exchanges Journal of Marketing. 75: 78-95
Murtha BR, Challagalla G, Kohli AK. (2011) The threat from within: Account managers' concern about opportunism by their own team members Management Science. 57: 1580-1593
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