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Avinash Malshe

Professor

  • Education
  • B.S., Pharmaceutical Science, University of Mumbai 
    M.M.S., Marketing, University of Mumbai 
    Ph.D., Marketing, University of Nebraska - Lincoln
  • Research Interests
  • Marketing strategy, business to business marketing, value co-creation

Avinash Malshe, PhD, teaches graduate classes in Marketing Management, Applied Business Research, Healthcare Marketing, and Brand Management. He also leads the graduate-level study abroad experience in India.

Malshe’s research focuses on the development and implementation of marketing and sales strategies in business-to-business (B2B) markets. Specifically, he investigates how various business functions within an organization may work together or at cross-purposes, to (a) enable or inhibit successful development and implementation of business strategies and (b) facilitate value co-creation processes with B2B customers.

His research is published in Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Product Innovation Management and Journal of Management, among others. He is the recipient of the prestigious, multi-year University Scholar Grant (fall 2017 – summer 2020). He is also a two-time recipient (2012 and 2018) of the Susan E. Heckler Research Excellence Award at the Opus College of Business.

Malshe is passionate about combining his deep subject-matter expertise and prior industry experience in international markets to train students, mid-career and senior-level executives to think deeply about the strategic sales and marketing challenges organizations face today and how they may develop actionable solutions that help companies tackle such challenges and win.


  • Malshe, A., & Friend, S. B. (2018). Initiating value co-creation: Dealing with non-receptive customers. Journal of Academy of Marketing Science, (46), pp. 895-920
  • Malshe, A., & Al-Khatib, J. A. (2017). A repertoire of marketers' trust building strategies within the sales-marketing interface. Journal of Personal Selling and Sales Management, (37)(3), pp. 213-227
  • Malshe, A., Al-Khatib, J. A., Friend, S., & Al-Habib, M. (2017). Strategic and operational alignment of sales-marketing interfaces: Dual paths within SME configurations. Industrial Marketing Management, (66), pp. 145-158
  • Malshe, A., Johnson, J., & Viio, P. (2017). Understanding the sales-marketing interface dysfunction experience in business-to-business firms: A matter of perspective. Industrial Marketing Management, (63), pp. 145-157
  • Rothausen, T. J., Henderson, K. E., Arnold, J. K., & Malshe, A. (2017). Should I stay or should I go? Identity and well-being in sensemaking about retention and turnover. Journal of Management, (43)(7), pp. 2357-2385
  • Friend, S., & Malshe, A. (2016). Key skills for crafting customer solutions within an ecosystem: A theories-in-use perspective. Journal of Service Research, (19)(2), pp. 174-191
  • Johnson, J., Friend, S., & Malshe, A. (2016). Mixed interpretations of sales proposal signals. Journal of Personal Selling and Sales Management, (36)(3), pp. 264-280
  • Krush, M., Malshe, A., Al-Khatib, J. A., Al-Jomaih, K., & Katoua, H. (2014). Value creation within the sales-marketing interface: The varied approaches to integration. Journal of Selling, (14)(2), pp. 6-19
  • Malshe, A., & Biemans, W. (2014). The role of sales in NPD: An investigation of the healthcare industry. Journal of Product Innovation Management, (31)(4), pp. 664-679
  • Malshe, A., Al-Hhabib, M., Al-Torkistani, H., & Al-Khatib, J. A. (2013). Challenges to sales force transformation in emerging markets. Journal of Strategic Marketing, (21)(4), pp. 347-367
  • Pryor, S., Malshe, A., & Paradise, K. (2013). Salesperson listening in the extended sales relationship: An exploration of cognitive, affective, and temporal dimensions. Journal of Personal Selling and Sales Management, (33)(2), pp. 185-196
  • Biemans, W., Makavec, B., & Malshe, A. (2012). Sales-marketing Interfaces with Business. Transformation in Business and Economics, (11)(2A), pp. 478-487
  • Hughes, D., LeBon, J., & Malshe, A. (2012). The marketing-sales interface at the interface: Creating market-based capabilities through organizational synergy. Journal of Personal Selling and Sales Management, (32)(1), pp. 57-72
  • Malshe, A., Al-Khatib, J. A., Al-Habib, M., & Shaza, E. (2012). Exploration of sales-marketing interface nuances in Saudi Arabia. Journal of Business Research, (65), pp. 1119-1125
  • Al-Khatib, J. A., Malshe, A., Sailors, J. J., & Clark, I. (2011). The impact of deceitful tendencies, relativism and opportunism on the negotiation tactics: a comparative study of U.S. and Belgian managers. European Journal of Marketing, (45)(1/2), pp. 133-152
  • Malshe, A. (2011). An exploration of key connections within sales-marketing interface. Journal of Business and Industrial Marketing, (26)(1), pp. 45-57
  • Biemans, W., Makovec Brencic, M., & Malshe, A. (2010). Marketing-sales interface configurations in B2B firms. Industrial Marketing Management, (39)(2), pp. 183-194
  • Jassawalla, A., Sashittal, H., & Malshe, A. (2010). Effects of transparency and at-stakeness on students' perceptions of their ability to work collaboratively in effective classroom teams: A partial test of the Jassawalla and Sashittal model. Decision Sciences Journal of Innovative Education, (8)(1), pp. 35-54
  • Malshe, A. (2010). How is marketers' credibility construed within the sales-marketing interface?. Journal of Business Research, (63), pp. 13-19
  • Malshe, A., Al-Khatib, J. A., & Sailors, J. J. (2010). Business to business negotiations: The role of deceit, relativism, and opportunism. Journal of Business-to-Business Marketing, (17)(2), pp. 173-207
  • Jassawalla, A., Sashittal, H., & Malshe, A. (2009). Student Perceptions of Social Loafing: Its Antecedents and Consequences in Undergraduate Business Classroom Teams. Academy of Management Learning and Education Journal, (8)(1), pp. 42-54
  • Malshe, A. (2009). Strategic Sales Organizations: Transformation Challenges & Facilitators within the Sales-Marketing Interface. Journal of Strategic Marketing, (17)(3-4), pp. 271-289
  • Malshe, A., & Sohi, R. S. (2009). What makes strategy making across the sales-marketing interface more successful?. Journal of Academy of Marketing Science, (37), pp. 400-421
  • Malshe, A., & Sohi, R. S. (2009). Sales buy-in of marketing strategies: Exploration of its nuances, antecedents and contextual conditions. Journal of Personal Selling and Sales Management, (29)(3), pp. 207-225
  • Al-Khatib, J. A., Malshe, A., & Abdukader, M. (2008). Perceptions of unethical negotiation tactics: A comparative study of U.S. and Saudi managers. International Business Review, (17)(1), pp. 78-102
  • Miller, N. J., Besser, T. L., & Malshe, A. (2007). Strategic networking among small businesses in small U.S. business communities. International Small Business Journal, (25)(6), pp. 631-634
  • Books and Chapters
  • Malshe, A., & Biemans, W. (2014). Improving sales and marketing collaboration: A step-by-step guie. Business Expert Press
  • Arnould, E. J., Price, L. L., & Malshe, A. (2006). Toward a Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. In Robert F. Lusch and Stephen Vargo (Ed.), Toward a cultural resource-based theory of the customer. M.E. Sharp

  • 2016 Marvin Jolson Award for Best Contribution to Selling and Sales Management Practice, 2017
  • Doctoral Consortium Fellow, AMA - Sheth Doctoral Consortium, 2004
  • Gerald Phillippe Fellowship, University of Nebraska-Lincoln, 2003
  • Presidential Fellowship, University of Nebraska, 2005
  • Susan E. Heckler Research Excellence Award, Opus College of Business, 2012
  • University Scholar Grant, University of St Thomas, 2017

  • American Marketing Association
  • European Marketing Academy
  • AMS - Academy of Marketing Sciences Review, Reviewer
  • American Marketing Association Educator Conferences, Reviewer
  • Business Ethics, A European Review, Reviewer
  • EMAC - European Marketing Academy Conference, Reviewer
  • European Journal of Marketing, Reviewer
  • Industrial Marketing Management, Reviewer
  • International Business Review, Reviewer
  • International Journal of Marketing Research, Reviewer
  • Journal of Business Ethics, Reviewer
  • Journal of Business Research, Reviewer
  • Journal of Consumer Behavior, Reviewer
  • Journal of Marketing Theory and Practice, Reviewer
  • Journal of Personal Selling and Sales Management, Reviewer
  • Journal of Product Innovation Management, Reviewer

  • Professor, University of St Thomas, Saint Paul/Minneapolis (2017 - present)
  • Associate Professor, University of St. Thomas, Saint Paul / Minneapolis (2011 - 2017)
  • Assistant Professor, University of St. Thomas, St. Paul / Minneapolis (2005 - 2011)
  • Instructor, University of Nebraska, Lincoln (2001 - 2005)
  • Research Assistant, University of Nebraska, Lincoln (2001 - 2005)
  • Brand Manager, Ranbaxy Laboratories, New Delhi (2000 - 2001)
  • Assistant Product Manager, Pfizer Pharmaceuticals, Inc., Mumbai (1996 - 1999)
  • Medical Service Representative, Dr. Reddy's Laboratories, Mumbai (1993 - 1993)