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Kersi D. Antia

Professor, Marketing

Kersi D. Antia

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  • Franchising
  • Distribution Channel Design and Management
  • Alliance Management

Research Publications

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Kersi D. Antia is a professor of marketing at the Ivey Business School, Western University, Canada. His research focuses on the governance of inter-organizational relationships - franchising, distribution channel relationships, and strategic alliances - and on digital marketing initiatives in business-to-business (B2B) relationships. He has assisted as an expert witness on distribution channels- and inter-organizational relationship-related issues in Asia, the US, and Canada, and has designed and delivered executive education courses, primarily in the medical devices and healthcare sectors.

Professor Antia is currently studying how bankrupt buyer firms’ reorganization efforts impact buyer-supplier interactions. He is also engaged in research on the planning, execution, and assessment of digital marketing efforts, and evaluating geographic Information system (GIS)-informed location choices and their impact on retail outlet performance and survival. His work has been published in Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Management Information Systems, MIT Sloan Management Review, and Strategic Management Journal, and Marketing Letters.

Professor Antia received his Ph.D. in marketing from the University of Southern California, and is on the editorial review board of the Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Retailing, Journal of International Marketing, and Journal of Business Research.


  • Ph.D., University of Southern California
  • M.S. in Management Information Systems, Clarkson University
  • Bachelor of Commerce, St. Xavier's College, Kolkata University, India

Recent Refereed Articles

  • Mani, S.; Astvansh, V.; Antia, K. D., 2024, "Buyer–Supplier Relationship Dynamics in Buyers’ Bankruptcy Survival", Journal of Marketing, May 88(3): 127 - 144.
  • Astvansh, V.; Antia, K. D.; Tellis, G. J., (Forthcoming), "What Is (and Isn’t) a Product Recall?", Journal of Public Policy & Marketing
  • Astvansh, V.; Antia, K. D.; Tellis, G., (Forthcoming), "Product recall: a synthesis of multidisciplinary findings, and research directions", Marketing Letters
  • Pauwels, K.; Sud, B.; Fisher, R.; Antia, K. D., 2022, "Should You Change Your Ad Messaging or Execution? It Depends on Brand Age", Applied Marketing Analytics
  • Butt, M.; Antia, K. D.; Murtha, B.; Kashyap, V., 2018, "Clustering, Knowledge Sharing, and Intrabrand Competition: A Multiyear Analysis of an Evolving Franchise System", Journal of Marketing, January 82(1): 74 - 92.
  • Antia, K. D.; Mani, S.; Wathne, K. H., 2017, "Franchisor-Franchisee Bankruptcy and the Efficacy of Franchisee Governance", Journal of Marketing Research, December 54(6): 952 - 967.
  • Kopalle, P.; Fisher, R. J.; Sud, B. L.; Antia, K. D., 2017, "The Effects of Advertised Quality Emphasis and Objective Quality on Sales", Journal of Marketing, March 81(2): 114 - 126.
  • Antia, K. D.; Zheng, X.; Frazier, G. L., 2013, "Conflict Management and Outcomes in Franchised Channel Relationships: The Role of Regulation", Journal of Marketing Research, October 50(5): 577 - 589.
  • Kashyap, V.; Antia, K. D.; Frazier, G. L., 2012, "Contracts, Extracontractual Incentives, and Ex Post Behavior in Franchise Channel Relationships", Journal of Marketing Research, April 49(2): 260 - 276.
  • Rindfleisch, A.; Antia, K. D.; Bercovitz, J.; Brown, J. R.; Cannon, J.; Carson, S.; Helper, S.; Ghosh, M.; Robertson, D. C.; Wathne, K. H., et al., 2010, "Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities", Marketing Letters, September 21(3): 211 - 222.
  • Van Bruggen, G. H.; Antia, K. D.; Jap, S.; Reinartz, W.; Pallas, F., 2010, "Managing Marketing Channel Multiplicity", Journal of Service Research, August 13(3): 331 - 340.
  • Frazier, G. L.; Maltz, E.; Antia, K. D.; Rindfleisch, A., 2009, "Distributor Sharing of Strategic Information with Suppliers", Journal of Marketing, July 73(4): 31 - 43.
  • Fisher, R. J.; Vandenbosch, M. B.; Antia, K. D., 2008, "An Empathy-Helping Perspective on Consumers' Responses to Fund-Raising Appeals", Journal of Consumer Research, October 35(3): 519 - 531.
  • Mani, S.; Antia, K. D.; Rindfleisch, A., 2007, "Entry Mode and Equity Level: A Multilevel Examination of Foreign Direct Investment Ownership Structure", Strategic Management Journal, August 28(8): 857 - 866.
  • Hulland, J. S.; Antia, K. D.; Wade, M., 2007, "The Impact of Capabilities and Prior Investments on Online Channel Commitment and Performance", Journal of Management Information Systems, March 23(4): 109 - 142.

For more publications please see our Research Database

Honours & Awards

  • Mu Kappa Tau (MKT) Marketing Professor of the Year, School of Business, UW Madison, 2010
  • The Mabel W. Chipman Faculty Award for Excellence in Teaching, School of Business, UW Madison, 2009.
  • SFB Business Award of Teaching Excellence, Student Faculty Board, School of Business, UW-Madison, 2009.
  • Recipient (2005), Letter of Commendation from the Dean, Ivey Business School, Western University, for high teaching evaluations.
  • Best paper (2004) award from AMA Technology SIG, for “What Will the Future Bring? Technology Expectations, Dominance, and Radical Product Innovation,” with Rajesh K. Chandy and Jaideep C. Prabhu.
  • Earl H. Orser/ London Life Faculty Fellow (2000-2005), Ivey Business School, Western University.


  • Professor of Marketing, Ivey Business School, Western University, July 2018 – present
  • Associate Professor of Marketing, Ivey Business School, Western University, June 2013 - June 2018
  • Assistant Professor of Marketing, University of Wisconsin-Madison, 2006-2013.
  • Assistant Professor of Marketing, Ivey Business School, Western University, 1999-2006.
  • Visiting Assistant Professor of Marketing, John M. Olin School of Business, Washington University in St. Louis, 1997-1999.

Research/Course Development

  • Digital Marketing;
  • Buyer-Seller Interactions during Bankruptcy Reorganization;
  • Geographic Information system (GIS)-based retail strategies - location, expansion, product assortment, and store performance.

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