Madhavan Parthasarathy
Director of Jake Jabs Center for Entrepreneurship • Discipline Director for Entrepreneurship • Professor
Entrepreneurship • Marketing • Jake Jabs Center for Entrepreneurship

Office 2800

Dr. Madhavan Parthasarathy is a Professor of Marketing and Entrepreneurship, and the Academic and Executive Director of the Jake Jabs Center for Entrepreneurship. He co-teaches the entrepreneurship capstone classes (Business Plan and Model Development, as well as Digital Strategy for Entrepreneurs) with Joel Appel, one of Colorado’s great entrepreneurs. Professor Parthasarathy’s primary research area is the diffusion (and discontinuance) of disruptive innovations, and he has published extensively in journals such as Information Systems Research, Small Business Economics, and Journal of the Academy of Marketing Science, among others.

Professor Parthasarathy fosters close friendships with some of Colorado’s greatest entrepreneurs and business leaders, and he was instrumental in securing a large private gift to the Center from Mr. Jake Jabs. He is an advocate of combining both academic and experiential elements to provide a balanced education to students of the Center, thereby empowering them to succeed in Colorado’s dynamic entrepreneurial eco-system. As a result of his leadership, the Jabs Center offers novel mentorship programs, hosts several cutting-edge events, and maintains close relationships with the Business community.


PhD Marketing, University of Nebraska-Lincoln

Areas of expertise

Diffusion and Discontinuance of Innovations

Service Switching

Marketing Strategy

Publications and presentations

Lane, Vicki, Jiban Khuntia, Madhavan Parthasarathy, Bidyut Hazarika (2017), "The Impact of the Internet on Values in India: Shifts in Self-Enhancement and Self-Transcendence Amongst Indian Youth," Journal of Global Information. Management (JGIM), 25 (3), 99-120.

Gregg, Dawn, Madhavan Parthasarathy (2017), "Factors affecting the long-term survival of eBay ventures: a longitudinal study," Small Business Economics, 1-15.

Parthasarathy, Madhavan, David Forlani (2016), "Revisiting the causes of organizational discontinuance: A diffusion theory approach offers new insights," Journal of Business Market Management, 9 (2), 650-676.

Kumra, Rajeev, Madhavan Parthasarathy, and Shafiullah Anis (2016), “Unraveling Religious Advertisements Effectiveness in a Multi-Religious Society,” Journal of Indian Business Research, 8 (2), 122-142.

Conejo, Francisco, Madhavan Parthasarathy and Ben Wooliscroft (2015), “On Using Big Five Facets for Entrepreneurship’s Personality Research: Conscientiousness’ Taxonomy,” Journal of International Marketing Strategy, 3 (1), 55-73.

Parthasarathy, Madhavan, Vicki Lane, and MaryLee Stansifer (2015), “A Time-based Analysis of Changing Consumer Values in India,” Journal of Indian Business Research, 7 (3), 271-291.

Parthasarathy, Madhavan, David Forlani, and Arlen Meyers (2015), “The University of Colorado Certificate Program in Bioinnovation and Entrepreneurship: An Update and Current Status” Journal of Commercial Biotechnology, 21 (1), 69-75.

Parthasarathy, Madhavan, David Forlani, and Arlen Meyers (2012), “The University of Colorado Certificate Program in Bioinnovation and Entrepreneurship: An Interdisciplinary Cross-Campus Model,” Journal of Commercial Biotechnology, 18 (1), 70-78.

Sibona, Christopher, Steven Walczak, Jon Brickley and Madhavan Parthasarathy (2011), “Patient Perceptions of Electronic Medical Records: Physician Satisfaction, Portability, Security and Quality of Care,” International Journal of Biomedical Engineering and Technology, 12 (1), 62-84.

Parthasarathy, Madhavan, MaryLee Stansifer and Rajeev Kumra (2010), “A Longitudinal Exploratory Study of Changing Perceptions Toward an Iconic Brand in a Developing Country,” Journal of Indian Business Research, 2 (3), 138 – 152.

Parthasarathy, Madhavan and David Forlani (2010), “"Do satisfied customers bad-mouth innovative products?” Psychology and Marketing, 27 (12), 1134-1153.

Parthasarathy, Madhavan and Marlene Smith (2009), “Valuing the Institution: An Expanded List of Factors Influencing Faculty Adoption of Online Education,” Online Journal of Distance Learning Administration, 12 (2), Summer 2009.

Forlani, David, Madhavan Parthasarathy and Susan Keaveney (2008), “Managerial Risk Perceptions of International Entry Mode Strategies: The Interaction Effect of Control and Capability,” International Marketing Review, 25 (3), 292-311.

Walczak, Steven and Madhavan Parthasarathy (2006), "Modeling Online Service Discontinuation with Nonparametric Agents," Information Systems and e-Business Management, v4 (1), 49-70.

Forlani, David and Madhavan Parthasarathy (2003), "Dynamic Market Definition: An International Marketing Perspective," International Marketing Review, 20(2), 142-160.

Keaveney, Susan and Madhavan Parthasarathy (2001), "Customer Switching Behavior in Online Services: An Exploratory Study of Selected Characteristics of Continuers vs. Switchers," Journal of the Academy of Marketing Science, 29(4), 374-390.

Parthasarathy, Madhavan and Anol Bhattacherjee (1998), "Understanding Post-Adoption Behavior in the Context of Online Services," Information Systems Research, December, 9(4), 362-379.

Parthasarathy, Madhavan and Ravipreet S. Sohi (1997), "Sales Force Automation and the Adoption of Technological Innovations by Salespeople: Theory and Implications," Journal of Business and Industrial Marketing, 12 (3/4), 196-208.

Parthasarathy, Madhavan, Sunkyu Jun, and Robert A. Mittelstaedt (1997), "Multiple Diffusion and Multi-Cultural Aggregate Social Systems," International Marketing Review, 14(4), 345-361.

Rittenburg, Terri L., and Madhavan Parthasarathy (1997), "Implications of Target Market Selection," Journal of Macromarketing, Fall, 49-64.

Parthasarathy, Madhavan, Ravipreet S. Sohi, and Ronald D. Hampton (1994), "Dual Diffusion: Analysis and Implications for Sales Force Management," Journal of Marketing Theory and Practice, Summer 1994, 2(3), 1-14.

Parthasarathy, Madhavan, Terri L. Rittenburg, and A. Dwayne Ball (1995), "A Re-evaluation of the Product Innovation-Decision Process: The Implications for Product Management," Journal of Product and Brand Management, 4 (4), 35-47.

Parthasarathy, Madhavan and Robert A. Mittelstaedt (1994), "Illegal Adoption of a New Product: A Model of Software Piracy Behavior," Advances in Consumer Research, 22, 693-698.