Professor Goutam Challagalla

American, Indian
Marketing and Strategy


Goutam Challagalla is Professor of Strategy and Marketing at IMD. Prior to IMD, he spent 20 years as a professor at Georgia Tech in Atlanta. Professor Challagalla also worked as Principal at The Monitor Group, a strategy consulting company founded by Michael Porter. His teaching, consulting, and research focuses on strategy with a focus on digital transformation, business-to-business commercial management, value-based pricing, sales management, distribution channels, and customer and service excellence. At IMD, he is Faculty Director of the Digital Marketing Strategy (DMS) program and several custom programs for B2B, B2C, and Pharmaceutical industry clients. In addition, he runs an annual event for Chief Marketing Officers, which is attended by the CMOs of firms across Europe.

He has worked with clients in a variety of industries including life sciences, agribusiness, technology/semi-conductors, manufacturing and chemicals industries, telecom, health care, FMCG, and professional services firms. The companies he has worked with include 3M, Accenture, Applied Materials, AT&T, AXA, Cargill, Cargotec, Coesia, Endress and Hauser, Ernst and Young, GE, Gea, HSBC, IBM, Illinois Tool Works, Kone, Novo Nordisk, Prudential, RHR International, Tetra Pak, thyssenkrupp, Turner Broadcasting, UPS, and Zurich. He worked with these clients on issues such as strategy issues, including digital strategy, market strategy, go-to-market channel design, marketing implementation, pricing, and sales effectiveness.

His research has been published in top marketing and management journals such as Journal of Marketing, Journal of Marketing Research, Management Science, Strategic Management Journal, and the Journal of Applied Psychology. He is a recipient of the Outstanding Dissertation Award at UT-Austin, the Decision Sciences Institute's best paper award, American Marketing Association's best Services Paper award, and the Maynard Award, which is given to the best paper in the Journal of Marketing (2015). He has won the E. Roe Stamps Excellence in Teaching Award and the Core MBA Professor Teaching Award at Georgia Tech. He serves on the editorial review board of the Journal of Marketing and Journal of Personal Selling and Sales Management.

Professor Challagalla's undergraduate degree is from Osmania University in Hyderabad, India. His MBA is from Arizona State University and his Ph.D. is from the University of Texas in Austin.


Goutam Challagalla, Brian R. Murtha, and Bernard Jaworski (2014)” Marketing doctrine: a principles-based approach to guiding marketing decision making in firms”, Journal of Marketing. Vol. 78, pp. 4-20.

Shikhar Sarin, Goutam Challagalla, Ajay K. Kohli (2012) “Implementing Changes in Marketing Strategy: The Role of Perceived Outcome- and Process-Oriented Supervisory Actions,” Journal of Marketing Research. Vol. 49, No. 4, pp. 564-580.

Brian R. Murtha, Goutam Challagalla, and Ajay K. Kohli (2011) “The Threat from Within: Account Managers' Concern About Opportunism by Their Own Team Members,” Management Science. 57:9 , 1580-1593.

Goutam Challagalla, R. Venkatesh, Ajay K. Kohli. Proactive Postsales Service: When and Why Does It Pay Off?, Journal of Marketing: March (2009), Vol. 73, No. 2, pp. 70-87.

Nagesh N. Murthy, Goutam N. Challagalla, Leslie H. Vincent, and Tasadduq A. Shervani (2008) “The Impact of Simulation Training on Call Center Agent Performance: A Field-Based Investigation,” Management Science. 54:2 , 384-399.

T. A. Shervani, G. Frazier, G.Challagalla (2007) “The moderating influence of firm market power on the transaction cost economics model: An empirical test in a forward channel integration context,” Strategic. Management Journal. 28: 635–652.

Richard G. McFarland, Goutam N. Challagalla, Tasadduq A. Shervani (2006) “Influence Tactics for Effective Adaptive Selling,” Journal of Marketing. Vol. 70, No. 4, pp. 103-117.

Steven P. Brown, Robert A. Westbrook, Goutam Challagalla (2005) “Good Cope, Bad Cope: Adaptive and Maladaptive Coping Strategies Following a Critical Negative Work Event,” Journal of Applied Psychology. Vol 90(4), 792-798.






Goutam Challagalla is Professor in Marketing and Strategy at IMD business school. He teaches in open programs.