About | Mayoor "Max" Mohan

Background

Academic Journey

I am a Professor of Marketing and Associate Dean for Strategic Affairs and Research Initiatives at Virginia Commonwealth University's School of Business, where I have been on the faculty since 2013. I earned my Ph.D. in Marketing from Oklahoma State University, with a minor in Quantitative Methods, and also completed my Master's in International Business and Bachelor's in Marketing at OSU.

My research on marketing strategy explores B2B relationships, brand management, and innovation capabilities, with a particular focus on their implications for managerial decisions and firm performance. My work has been published in leading journals including the Journal of Service Research, Journal of Product Innovation Management, Industrial Marketing Management, and the Journal of Business Research.

Beyond my institutional role, I serve as VP of Engagement on the Executive Board of the Academy of Marketing Science (elected 2024–2026) and hold an appointment on the Scientific Advisory Board of VCU's Massey Comprehensive Cancer Center's Cancer Health Engagement and Action Research Center.

Leadership

Administrative Roles

Associate Dean, Strategic Affairs and Research Initiatives

2024–Present

Leading strategic planning initiatives including Opportunity 2030, overseeing the School's research budget (~$500K), doctoral programs, and faculty development. Established the Office of Research to strengthen grant support and research communications.

VP of Engagement, Academy of Marketing Science

2024–2026 (Elected)

Serving on the Executive Board of a premier international marketing association, responsible for member engagement and related initiatives.

Executive Director, RVA Views

2020–2024

Co-founded and directed this research center with a $50,000 Presidential Research Quest Fund Award. RVA Views serves as the leading research registry for the central Virginia region.

Co-Director, Customer Experience Lab

2021–2023

Directed a state-of-the-art lab featuring eye-tracking and galvanic skin response systems, supporting research published in premier journals and experiential student projects.

Research

Research Overview

My research primarily focuses on managerial phenomena in areas such as B2B strategy, brand strategy, and innovation strategy, all aimed at augmenting a firm's marketing capabilities.

I have published articles on these topics in premier journals like the Journal of Business Research, Journal of Service Research, Journal of Product Innovation Management, Industrial Marketing Management, and European Journal of Marketing.

My research has been featured by Forbes, Bloomberg, and The Aspen Institute. I serve on the Editorial Review Board for several top-tier journals and have guest edited for Industrial Marketing Management.

View Full Research Profile →

Teaching

Philosophy & Approach

My teaching philosophy centers on experiential learning and real-world application. Students learn best when they can connect theoretical concepts to practical challenges facing actual organizations.

Through partnerships with Richmond-area businesses and nonprofits, my students have completed over 30 consulting projects, working with organizations ranging from the Science Museum of Virginia to Dominion Energy. These projects give students hands-on experience while providing valuable insights to partner organizations.

I am also committed to making education accessible. Students in my Product Development and Management course receive the textbook I co-authored free of charge.

Explore teaching →

Recognition

Accomplishments

I am a recipient of VCU's National/International Recognition Award (NIRA) which recognizes faculty for exceptional accomplishments. The VCU School of Business has also recognized me with the Award of Excellence (2020), the Distinguished Scholar Award (2019), and the Distinguished Teacher Award (2018).

Other notable achievements include being an AMA-Sheth Foundation fellow (2009), a recipient of the Phillips Dissertation Fellowship Award (2012) from Oklahoma State University, and the VCU Presidential Research Quest Award (2019).

I have been awarded grants from the prestigious Marketing Science Institute and was chosen as Conference Co-Chair for the 2024 Academy of Marketing Science Annual Conference.

Awards & Honors

2025 — National/International Recognition (NIRA) Award, VCU
2024–26 — VP of Engagement, Academy of Marketing Science (Elected)
2023–24 — Conference Co-Chair, AMS Annual Conference
2023 — Summer Research Fellowship, VCU School of Business
2022 — AMA "Best Paper in Track" Award, B2B Marketing Track
2022 — Marketing Science Institute (MSI) Research Grant
2020 — School of Business Award of Excellence
2019 — Presidential Research Quest Fund Award ($50,000)
2019 — School of Business Distinguished Scholar Award
2018 — School of Business Distinguished Teacher Award
2017 — European Journal of Marketing "Highly Commended Paper Award"
2017 — SMA Innovations in Teaching Competition—Finalist
2009 — AMA-Sheth Foundation Doctoral Consortium Fellow

Curriculum Vitae

For a complete overview of my academic career, including all publications, presentations, and service activities, please download my CV.

Download CV (PDF) ↓

Education

Ph.D. Oklahoma State University, 2013
Marketing, Minor in Quantitative Methods

Current Position

Professor of Marketing
Associate Dean, Strategic Affairs & Research Initiatives
Virginia Commonwealth University