Alka V. Citrin

Alka V. Citrin is an Adjunct Lecturer in the Department of Marketing at the Scheller College of Business, Georgia Institute of Technology. She holds a Ph.D. in Marketing from Washington State University, where she received the university-wide Outstanding Teaching Assistant Award. Her research focuses on the interplay between organizational strategies (e.g., outsourcing/offshoring) and consumer behavior dynamics, particularly in digital contexts.

Dr. Citrin’s academic work bridges marketing theory and practice, addressing topics such as customer relationship management (CRM) in outsourced environments, the impact of interactivity in new media, and strategic adaptability in product innovation. She has published in top journals including the Journal of Marketing Research and Journal of Product Innovation Management, and her findings have been presented globally at marketing conferences.

• Education: Ph.D. in Marketing, Washington State University (with Teaching Excellence Award)
• Industry Experience: Over 10 years in international marketing management and product development
• Entrepreneurship: Founder/CEO of Amazing Star Education (educational aids firm)

Her research emphasizes practical relevance, exploring how firms navigate challenges like information quality in online marketing, consumer confidence during crises, and tactile experience barriers in e-commerce. Dr. Citrin’s work has contributed to frameworks for integrating customer orientation in outsourced relationships and aligning strategic flexibility with innovation outcomes.

Award: Outstanding Teaching Assistant Award (University-wide recognition at Washington State University)

Professional Contributions: Combines academic rigor with industry insights, advising firms on CRM strategies in globalized contexts and leveraging digital platforms for consumer engagement.