Yogesh Joshi

Dr. Yogesh V. Joshi serves as Professor of Marketing at the University of Maryland's Robert H. Smith School of Business, where he combines expertise in competitive strategy with innovation management. After completing his PhD from The Wharton School, MS from MIT, and BTech from IIT Bombay, followed by experience as a Business Analyst at McKinsey & Company, he has established himself as an influential researcher in marketing strategy and product development. His work spans multiple areas including product differentiation, brand management, and innovation diffusion, earning him recognition through the Marketing Science Institute Young Scholar Award and multiple MBA Teaching Awards for Most Effective Elective Professor. Through his teaching of innovation analytics and product development across undergraduate, MBA, and MS programs, he helps students understand the complexities of strategic marketing while maintaining active research funded by the National Science Foundation. His expertise particularly shines in analyzing competitive marketing strategies and social influence in product adoption, demonstrated through highly-cited publications in premier journals including Marketing Science and Journal of Marketing Research. Currently serving as Area Editor for the International Journal of Research in Marketing while advising technology startups, he continues to advance understanding of marketing strategy while developing frameworks for product innovation and brand management.