Sunil Mithas

Curriculum Vitae

Dr. Sunil Mithas is a professor in the Robert H. Smith School of Business at the University of Maryland and the author of the book Digital Intelligence: What Every Smart Manager Must Have for Success in an Information Age (link is external). He earned his PhD from the Ross School of Business at the University of Michigan and an engineering degree from IIT, Roorkee. Before pursuing his PhD, he worked for nearly ten years in engineering, marketing, and general management positions with the Tata group.

He was identified as a 2011 MSI Young Scholar by the Marketing Science Institute. The MSI Young Scholar Program selects about 20 of "the most promising 'younger' (i.e., doctorate received 3-6 years ago) academics" and a "likely leader of the next generation of marketing academics" every two years.

Sunil is a frequent speaker at industry events for senior leaders. He has worked on research or consulting assignments with organizations such as Johnson & Johnson, Lear, A.T. Kearney, the Tata group, the Social Security Administration, and the U.S. Census Bureau.

Sunil's research focuses on strategies for managing innovation and excellence for corporate transformation, focusing on the role of technology and other intangibles, such as customer satisfaction, human capital, and organizational capabilities. His research has appeared in premier journals, including Management Science, Marketing Science, Information Systems Research, MIS Quarterly, Journal of Marketing, and MIT Sloan Management Review. Some of this work has been featured in business publications such as Bloomberg, CIO, Computerworld, and InformationWeek. His papers have won best-paper awards and have received several best-paper nominations. He has also won the best reviewer award at an INFORMS conference.

  • Mithas, S. Digital Intelligence: What Every Smart Manager Must Have for Success in an Information Age, Finerplanet, North Potomac, 2012

    Interview on MPTV about the book : Aired in August 2012

    For more information and resources related to the book, go to

    1. Kim, K., Mithas, S., Whitaker, J., and Roy, P.K. "Industry-specific human capital and wages: Evidence from the business process outsourcing industry" Information Systems Research (Forthcoming) 2014
    2. Sharma, R., Mithas, S., and Kankanhalli, A. "Transforming decision-making processes: A research agenda for understanding the impact of business analytics on organisations," European Journal of Information Systems (23:4) 2014, pp 433-441
    3. Gillon, K., Aral, S., Lin, C.-Y., Mithas, S., and Zozulia, M. "Business Analytics: Radical Shift or Incremental Change?, Available at: (link is external)," Communications of the Association for Information Systems (34) 2014, pp 287-296
    4. Han, K., and Mithas, S. "The Real Savings From IT Outsourcing, available at," MIT Sloan Management Review (Winter) 2014
    5. Srivastava, S.C., Mithas, S., and Jha, B. "What is your global innovation strategy?," IEEE IT Professional (15:6, Nov-Dec) 2013, pp 2-6
    6. Mithas, S., Tafti, A.R., and Mitchell, W. "How a Firm’s Competitive Environment and Digital Strategic Posture Influence Digital Business Strategy," MIS Quarterly (37:2) 2013, pp 511-536
    7. Tafti, A., Mithas, S., and Krishnan, M.S. "The Importance of IT-Enabled Flexibility in Alliances," MIT Sloan Management Review (54:3) 2013, pp 13-14
    8. Han, K., and Mithas, S. "Information technology outsourcing and non-IT operating costs: An empirical investigation," MIS Quarterly (37:1) 2013, pp. 315-331
    9. Tafti, A., Mithas, S., and Krishnan, M.S. "The Effect of Information Technology Enabled Flexibility on Formation and Market Value of Alliances," Management Science (59:1) 2013, pp. 207-225
    10. Mithas, S. "Career Coach: Tips for boosting your digital IQ, available at," in: Washington Post (Capital Business, 2 July 2012), Washington, DC, 2012
    11. Mithas, S., Tafti, A.R., Bardhan, I.R., and Goh, J.M. "The impact of IT investments on profits," MIT Sloan Management Review (53:3) 2012, p 15
    12. Mithas, S., Tafti, A.R., Bardhan, I.R., and Goh, J.M. "Information Technology and Firm Profitability: Mechanisms and Empirical Evidence," MIS Quarterly (36:1) 2012, pp. 205-224 (This paper also won "European Research Paper of the Year 2013 Award )
    13. Morgeson, F.V., Van Amburg, D., and Mithas, S. "Misplaced Trust? Exploring the Structure of the E-Government-Citizen Trust Relationship," Journal of Public Administration Research and Theory (21:2) 2011, pp 257-283
    14. Mithas, S., Ramasubbu, N., and Sambamurthy, V. " How Information Management Capability Influences Firm Performance," MIS Quarterly (35:1) 2011, pp 237-256
    15. Morgeson, F.V., Mithas, S., Keiningham, T.L., and Aksoy, L. "An Investigation of the Cross-National Determinants of Customer Satisfaction," Journal of the Academy of Marketing Science (39:2) 2011, pp 198-215
    16. Whitaker, J., Mithas, S., and Krishnan, M.S. "Organizational learning and capabilities for onshore and offshore business process outsourcing," Journal of Management Information Systems (27:3) 2011, pp 11-42
    17. Mithas, S., and Lucas, H.C. "What is your digital business strategy?," IEEE IT Professional (Nov-Dec) 2010, pp. 4-6
    18. Mithas, S., and Lucas, H.C. "Are Foreign IT Workers Cheaper? U.S. Visa Policies and Compensation of Information Technology Professionals," Management Science (56:5) 2010, pp 745-765. (Appeared as a lead research article)
    19. Fornell, C., Mithas, S., and Morgeson, F.V. "The Economic and Statistical Significance of Stock Returns on Customer Satisfaction," Marketing Science (28:5) 2009, pp 820-825.
    20. Morgeson, F.V., and Mithas, S. "Does E-Government Measure up to E-Business? Comparing End-User Perceptions of U.S. Federal Government and E-Business Websites," Public Administration Review (69:4) 2009, pp 740-752
    21. Mithas, S., and Krishnan, M.S. "From association to causation via a potential outcomes approach," Information Systems Research (20:2) 2009, pp 295-313
    22. Fornell, C., Mithas, S., and Morgeson, F. "The statistical significance of portfolio returns," International Journal of Research in Marketing (26:2) 2009, pp 162-163
    23. Mithas, S., Jones, J.L. and Mitchell, W. "Buyer intention to use Internet-enabled reverse auctions: The role of asset specificity, product specialization, and non-contractibility," MIS Quarterly (32:4) 2008, pp 705-724
    24. Ramasubbu, N., Mithas, S., Krishnan, M.S., and Kemerer, C.F. "Work Dispersion, Process-Based Learning and Offshore Software Development Performance," MIS Quarterly (32:2) 2008, pp. 437-458
    25. Mithas, S., and Krishnan, M.S. "Human Capital and Institutional Effects in the Compensation of Information Technology Professionals in the United States," Management Science, (54:3) 2008, pp. 415-428 (Appeared as a lead research article)
    26. Ramasubbu, N., Mithas, S., and Krishnan, M.S. "High-tech, High-touch: The Effect of Employee Skills and Customer Heterogeneity on Customer Satisfaction with Enterprise System Support Services" Decision Support Systems (44:2) 2008, pp. 509-523
    27. Bardhan, I.R., Mithas, S. and Lin, S. "Performance Impacts of Strategy, Information Technology Applications, and Business Process Outsourcing in US Manufacturing Plants," Production and Operations Management, (16:6) 2007, pp. 747-762
    28. Whitaker, J., Mithas, S., and Krishnan, M.S. "A Field Study of RFID Deployment and Return Expectations, " Production and Operations Management, (16:5) 2007, pp. 599-612
    29. Mithas, S. and Whitaker, J. "Is the World Flat or Spiky? Information Intensity, Skills, and Global Service Disaggregation," Information Systems Research, (18:3) 2007, pp. 237-259 (Appeared as a lead research article)
    30. Mithas, S. and Jones, J.L. "Do Auction Parameters Affect Buyer Surplus in E-Auctions for Procurement? " Production and Operations Management (16:4) 2007, pp. 455-470 (Appeared as a lead research article)
    31. Tafti, A., Mithas, S. and Krishnan, M.S. "Information Technology and Autonomy-Control Duality: Toward a Theory, " Information Technology and Management (8:2) 2007, pp. 147-166
    32. Mithas, S., Ramasubbu, N., Krishnan, M.S. and Fornell, C. "Designing Websites for Customer Loyalty across Business Domains: A Multilevel Analysis," Journal of Management Information Systems (23:3) 2006, pp. 97-127
    33. Bardhan, I.R., Whitaker, J. and Mithas, S. "Information Technology, Production Process Outsourcing and Manufacturing Plant Performance," Journal of Management Information Systems (23:2) 2006, pp 13-40 (Appeared as a lead research article)
    34. Mithas, S., Almirall, D. and Krishnan, M.S. "Do CRM Systems Cause One-to-one Marketing Effectiveness?" Statistical Science (21:2) 2006, pp 223-233
    35. Fornell, C., Mithas, S., Morgeson, F. and Krishnan, M.S. "Customer Satisfaction and Stock Prices: High Returns, Low Risk," Journal of Marketing (70:1) 2006, pp 3-14 (Appeared as a lead research article)
    36. Mithas, S., Krishnan, M.S. and Fornell, C. "Why Do Customer Relationship Management Applications Affect Customer Satisfaction?" Journal of Marketing (69:4) 2005, pp 201-209.
    37. Prahalad, C.K., Krishnan, M.S. and Mithas, S. "Customer Relationships: The Technology Customer Disconnect,"in: Optimize (December), 2002, pp. 63-70.
    Book Chapter(s)
    1. Mithas, S., and Lucas, H.C. "Information Technology and Firm Value: Productivity Paradox, Profitability Paradox and New Frontiers," in: Information Systems and Information Technology (Volume II), H. Topi (ed.), Chapman & Hall/ CRC Press (Taylor and Francis Group), 2014
    2. Mithas, S., Almirall, D., and Krishnan, M.S."A potential outcomes approach to assess causality in information systems research," in: Economics, Information Systems and Electronic Commerce Research II: Advanced Empirical Methodologies, R.J. Kauffman and P.P. Tallon (eds.), ME Sharpe, Armonk, New York, 2009, pp. 63-85
    Research related stories in Business Press and Magazines
    The following articles in business press feature some of my research findings in a friendly and accessible language for non-academic audience. For a list of my academic articles, please see my CV.
    1. Gatelier, A. "European Research Paper of the Year 2013, The Winner of the ERPOTY 2013 Award!, " in: CIONet (4 June 2013), 2013
    2. Thibodeau, P. "IT investments deliver profits, study finds, available at, accessed 3 Apr 2012," in: CIO, 2012
    3. Dodge, J. "IT investments have greater impact on profitability than R&D or advertising, MIT reports , available at, accessed 3 Apr 2012," in: CIO Enterprise CIO Forum, 2012
    4. Overby, S. "H-1B Visa Holders Earn More Than U.S.-Born IT Professionals, Study Claims, available at," CIO (May 20, 2010)) 2010.
    5. Wadhwa, V. "Why Policy Makers Should Review the Facts Before Marching to the Drumbeat of the Xenophobes, available at," TechCrunch (29 May 2010) 2010.
    6. Winner, R. " "IT and firm profitability (available at," in: Research@Smith, 2008, pp. 6-7
    7. McGee, M.K. "Foreign IT Pros Working In U.S. Earning More Than Americans, available at," in: InformationWeek (April 28, 2009), 2009.
    8. "Value of MBA, available at,"
    9. Winner, R. " "Could Your Job be Offshored (available at," in: Research@Smith, 2008
    10. Wagner, D., "Success factors in outsourcing service jobs: Which jobs are good candidates for global disaggregation? " MIT Sloan Management Review (48:1) 2006, p. 7 (Available at
    11. "Stock tips, Smith Business Magazine, Fall 2006 "
    12. Agarwal, S., "Increased customer satisfaction increases stock prices " in:Research@Smith (Available at, Spring 2006, p. 2
    13. Hoffman, Thomas, "An MBA Pays (And So Does a Y Chromosome)", Computerworld, July 4, 2005. (Available at
    14. Sullivan, B.K., "Men Who Have MBAs Are Highest-Paid in Technology, Study Finds," in: Bloomberg (May 26, 2005), 2005
    15. Garvey, Martin J., "Is an MBA worth it?", InformationWeek (Issue number 1012; November 1, 2004), pp. 31-33.
    16. Chabrow, Eric, "Keep 'Em Happy" , InformationWeek (Issue 907, 23 September 2002), pp. 20-22.
    Talks and Interviews
    1. Talk at National Management & IT Symposium on 10 Dec 2013 in Netherlands
    2. Keynote address to about 300 Indian CIOs at a highly-publicized DQ Live ( conference on 12 Dec 2012 at Mumbai organized by a leading IT research and media company. The event and the address was organized around my research on the effect of IT on profits.
    3. Here is a news article based on the above event : Shanbhag, S. "IT and business value - Over 300 CIOs attend DQ LIVE,," in: Dataquest (12 Dec 2012), 2012

    4. Interview on MPTV about the book : Aired in August 2012
    5. "Interview with Dr. Sunil Mithas, Professor and Author of the "Digital Intelligence" Book, available at," 2012
    6. Arford, A. "Sunil Mithas Releases New Book on Digital Intelligence, available at," 2012
    7. Interview on MPTV about the H-1B Visa paper : Aired in June 2010
    Working Papers
    Here is my SSRN author page that may have some working papers.

    Sunil Mithas
    4357 Van Munching Hall
    Robert H Smith School of Business
    University of Maryland
    College Park, MD 20742, USA

    Facebook: ITmatters
    Blog: Occasional Blogs
    Twitter: ITisIMP

    This page was updated on 12 Aug 2014: I will not be updating this page frequently
    Please go to another webpage that is more likely to be updated frequently (

    Official webpage at Robert H. Smith School of Business website is here.

    Another Image
    Click Here for a High Resolution Image