Dr. Amit Saini, an associate professor of marketing at the University of Nebraska-Lincoln College of Business Administration, is a self-described “technology addict”. His research involves examining how current marketing trends blend with technology.
“I’m primarily interested in examining the management of marketing technologies and market-facing technologies, such as customer relationship management (CRM), business-to-business (B2B) electronic markets or business-to-consumer (B2C) e-commerce,” Saini said. “I am fascinated with how technology shapes, creates and modifies consumption and markets.”
Dr. Saini incorporates his research in the classroom
CRM is a strategy for managing a company’s interactions with current and prospective customers. Companies that employ this strategy use technology to find and gain new clients, cultivate current client relationships, attract former clients to return to the company and reduce the costs of marketing and client services. Some of Saini’s research involves looking at how a firm uses CRM technology successfully. B2B electronic markets involve the buying and selling of goods electronically between businesses such as a wholesaler and a retailer. B2C e-commerce involves the electronic sale of a finished product to a consumer.
Saini has authored many papers on his research that have been published in different journals including the Journal of Marketing
andthe Journal of the Academy of Marketing Science
. He recently received CBA’s Best Paper Award and was a 2010 finalist for the prestigious Harold H. Maynard award for his paper, “Governance Mechanisms in Business-to-Business Electronic Markets,” co-authored by Rajdeep Grewal and Anindita Chakravarty.
“The paper breaks new ground by focusing on the context of information technology–mediated electronic markets that have hitherto gone unacknowledged by empirical research in marketing. B2B electronic markets are the new frontier in e-commerce, and in volume terms have grown far beyond business-to-consumer electronic commerce,” Saini said.
The paper focuses on three mechanisms firms use to manage business-to-business electronic markets: monitoring, community building and self-participation. Monitoring involves observing buyers and sellers that participate in the market. Community building instills mutual respect and trust among market participants. Through self-participation the firm can increase knowledge about how the electronic market works. The influence of these mechanisms on the success of the electronic market depends on different aspects such as the reputation of the firm running the market, demand uncertainty and static or dynamic pricing.
Saini’s research is at the forefront of the work being done on the merging of marketing and technology. Dr. Les Carlson, interim chair of the marketing department and professor of marketing, commented on the progressive nature of his research.
“Dr. Saini’s work on the interface between marketing and technology is cutting edge,” Carlson said. “His research has important implications for both academics and practitioners.”
Originally from India, Saini earned his Ph.D in marketing from Washington State University before joining CBA in August of 2003. His educational background is in engineering and market research.