Tasadduq Shervani

Associate Professor

PhD, Business Administration, University of Southern California


  • Bio

    Dr. Tassu Shervani is Associate Professor at the Cox School of Business at Southern Methodist University (SMU) in Dallas.  He is also a consultant in the areas of global strategy and organization, shareholder value, business models, innovation, and business development.  His clients are from the telecommunications, financial services, technology, consumer, manufacturing, healthcare, private equity, and energy sectors.  He has also taught executive education programs at Duke University, Emory University, and The University of Texas at Austin (UTA).

    Dr. Shervani has been involved in consulting with CEO’s and C-Suite executives, and executive development at a number of major global corporations such as 3i, 3M, ABB, AT&T, Accenture, Accor, Alcoa, Applied Materials, Bay Networks, Bell Atlantic (now Verizon), CareerBuilder.com, Coca-Cola, Dell Computer, Deutsche Bank, EY, Grupo IMSA, IBM, Imation, Input/Output, ING, Johnson & Johnson, Kulicke & Soffa, Lafarge, Landmark Graphics (now Halliburton), Lockheed Martin, LG Electronics, Morgan Stanley, Mitsubishi Chemicals, Motorola, Proeza, Prudential Financial, RHR International, Sabre Holdings, Sequent Computer (now IBM), Unilever, Tektronix (now Danaher), Teradata, Texas Instruments, Turner Entertainment (now Time Warner) and W.L. Gore.  He has worked with the semiconductor industry consortium Sematech.

    From 1991 to 1998, Dr. Shervani was a full-time faculty member at UTA where he taught in the McCombs School of Business.  He has published articles in the IEEE Engineering Management Review, Journal of Marketing, Journal of Business Research, Journal of Marketing Research, Journal of Market-Focused Management, Business Horizons, Journal of the Academy of Marketing Science, and the Review of Marketing.  He has been awarded the American Marketing Association’s "Maynard and MSI/Paul Root Awards" for his research on market-based assets, the first time in the history of the Journal of Marketing that an article has received both awards.  He is also a recipient of the 2006 "Sheth Foundation/JM Award" for research that has made a long term contribution to the field of marketing strategy.  Translations of his papers have been published in a number of other languages.  While at UTA McCombs Business School, Dr. Shervani was twice (1997 and 1999) selected “Outstanding Faculty” by Businessweek Magazine, a recognition of his standing as one of the premier business educators in the United States.

    Dr. Shervani served on the board of directors of Exterprise Inc., an e-business software and services company funded by Austin Ventures, Dell Ventures and Morgan Stanley.  In May 2001, Exterprise was acquired by e-markets company CommerceOne.

    Dr. Shervani received his PhD in business administration from the University of Southern California in 1991 and his MBA from the Xavier Institute, Jamshedpur, India, in 1984.

  • Teaching

    MKTG 6226 Advanced Marketing Strategy 
  • Research

    Marketing-Finance Interface, Market-Based Assets, Marketing Strategy, Salesforce and Customer Contact Management, Marketing Channels
  • Select Publications

    McFarland, Richard, Joseph Rode and Tasadduq Shervani (2016), "A Contingency Model of Emotional Intelligence in Professional Selling," Journal of the Academy of Marketing Science, 44 (1), 108–118.

    Murtha, Brian, Tasadduq Shervani, Goutam Challagalla and Bradley Kirkman (2014), "Control System Diversity: Implications for Selling Centers," Journal of Business Research, 67 (9), 1870-1876.

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

    Shervani, Tasadduq, Goutam Challagalla and Gary Frazier (2007), "The Moderating Influence of Firm Market Power on the Transaction Cost Analysis Model: An Empirical Test in a Forward Channel Integration Context," Strategic Management Journal, (28) 635-652.

    McFarland, Richard, Goutam Challagalla and Tasadduq Shervani (2006), "Influence Tactics for Effective Adaptive Selling," Journal of Marketing, (70), October, 103-117.HTML