Sunil Gupta

Edward W. Carter Professor of Business Administration
Chair, General Management Program

Sunil Gupta is the Edward W. Carter Professor of Business Administration and Chair of the General Management Program at Harvard Business School. He is also the co-chair of the executive program on Driving Digital and Social Strategy. In the recent past, he has taught an elective course on Digital Marketing Strategy to MBA students and Advanced Management Program to senior managers. From 2008-2013, he served as the Head of the Marketing Unit. 

Sunil's current research is in the area of digital technology and its impact on consumer behavior and firm strategy. His previous research focused on customer management, pricing, and return on marketing investment. He has published two books and over 80 articles, book chapters, cases and notes on these topics. His research has been well recognized in national and international circles and his articles have won several awards including the 1993, 2002, and 2009 O'Dell Award and the 1998 and 2005 Paul Green Award of the Journal of Marketing Research for the most significant contribution in the field of marketing; the 1998, 2000, and 2003 Marketing Science Institute award for the best paper; the 2004 best paper award for the Journal of Interactive Marketing and the 1999 best paper award for the International Journal of Research in Marketing. Sunil is co-author of two books. His last book, Managing Customers as Investments, was selected as the 2006 winner of the annual Berry-AMA book prize for the best book in marketing.

Sunil has written several case studies to understand the impact of digital technology on business practices. These cases include startups such as Angry Birds, Eko, Groupon, Hulu, and PatientsLikeMe; well-established digital companies such as Amazon, TripAdvisor and YouTube; as well as legacy companies that are trying to go through a digital transition – examples include Adobe, Bank of America, BBVA Compass Bank, and the New York Times.

Sunil advises and speaks to companies around the world. Some of his representative clients include American Express, Amway, AutoTrader, Avon, BJ Wholesale Club, Duracell, IBM, GfK Academy, Heineken, Henkel, Johnson and Johnson, Kaiser Permanente, L.G. Electronics, MasterCard, McKinsey & Company, Novartis, Novo Nordisk, NPD Group, Pfizer, SK Telecom, Sanofi, TD Bank, Telefonica, Turkcell, Unilever and Vodafone.

As a business expert, Sunil has frequently appeared on several national and international television programs, such as CBS, CNN, NPR and BBC, and has been quoted in Forbes, The Fast Company, The New York Times and The Washington Post

Prior to joining Harvard, Sunil was the Meyer Feldberg Professor of Business at Columbia Business School and Assistant Professor at UCLA. In 1996, Sunil spent his sabbatical with McKinsey & Co. 

Sunil holds a Bachelor’s degree in Mechanical Engineering from the Indian Institute of Technology, an MBA from the Indian Institute of Management, and a Ph.D. from Columbia University.

  1. Recognized in 2010 by the American Marketing Association Foundation with the 25-Year Consortium Fellow Research Excellence Award for Scholarly Achievement and Contribution to Marketing Thought and Practice.

  2. Winner of the 2004 Journal of Interactive Marketing Best Paper Award for "Customers As Assets" (with Donald R. Lehmann, winter 2002).

  3. Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of Marketing Research, May 1997).

  4. Winner of the 2002 William F. O'Dell Award from the Journal of Marketing Research for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, May 1997).

  5. Winner of the 2000 Marketing Science Institute Best Paper Award for "Managing Advertising and Promotion for Long-Run Profitability" (with Kamel Jedidi and Carl F. Mela, Marketing Science, 1999).

  6. Winner of the 1998 Paul E. Green Award from the Journal of Marketing Research for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, May 1997).

  7. Winner of the 1998 Marketing Science Institute Best Paper Award for "Long Term Impact of Promotion and Advertising on Consumer Brand Choice" (with Carl Mela and Donald R. Lehmann, Journal of Marketing Research, May 1997).

  8. Winner of the 1998 Best Paper Award from the International Journal of Research in Marketing for "Assessing Long-Term Promotional Influences on Market Structure" (with Carl Mela and Kamel Jedidi, May 1998)

  9. Winner of the 1993 William F. O'Dell Award from the Journal of Marketing Research for "Impact of Sales Promotions on When, What, and How Much to Buy" (November 1988).