Virginia Commonwealth University

Mayoor
"Max" Mohan

Associate Dean for Strategic Affairs & Research Initiatives
Professor of Marketing

Welcome! This website shares information about my research and teaching. My work helps businesses find better ways to market their products and services—particularly in how they work with other companies, build their brands, and go about innovating. If you find anything intriguing, feel free to get in touch.

Mayoor Max Mohan

About

Scholar &
Academic Leader

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 also serve as VP of Engagement on the Executive Board of the Academy of Marketing Science (elected 2024–2026). I earned my Ph.D. in Marketing from Oklahoma State University, with a minor in Quantitative Methods.

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Research

Focus &
Impact

My research focuses on B2B strategy, brand strategy, and innovation strategy—all aimed at augmenting a firm's marketing capabilities. My work has been published in leading journals including the Journal of Service Research, Journal of Product Innovation Management, and Industrial Marketing Management, and has been featured by Forbes, Bloomberg, and The Aspen Institute.

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Recognition

Awards & Honors

2025

National/International Recognition Award (NIRA)

2024

Conference Co-Chair, AMS Annual Conference

2022

Marketing Science Institute Research Grant

2020

VCU School of Business Award for Excellence

2019

VCU Distinguished Scholar Award

2018

VCU Distinguished Teacher Award

Teaching

Experiential
Learning

At the undergraduate, graduate, and executive levels, I teach courses in innovation strategy and marketing management.

I've guided more than 30 semester-long consulting projects with nearly 25 companies across the Richmond area, engaging over 150 students in addressing critical marketing and societal challenges.

I co-authored Innovation and New Product Planning, a textbook published by Routledge.

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Get in Touch

Let's Connect

If you find anything intriguing or have any questions, feel free to get in touch.

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Email

mmohan@vcu.edu

Office

Snead Hall, B3175
VCU School of Business
Richmond, VA 23284