Professor Gupta's research focuses on analytical models of marketing phenomena, including discrete choice models of consumer behavior, marketing mix models, measurement of returns on marketing investments, pricing, promotions, and advertising decisions, channel relationships, and so forth. He is especially interested in the prescription drug and consumer goods industries.
In 2008 one of Professor Gupta’s papers received the O’Dell award of the American Marketing Association. This award is given to the authors of the best article published in the Journal of Marketing Research five years before. Professor Gupta also received the Paul Green award of the American Marketing Association in 2003. In 2007, he received the Cornell Hospitality Quarterly's best paper award for his article on customer satisfaction in the restaurant industry. Professor Gupta serves on the editorial boards of Marketing Science and the Journal of Marketing Research.
At Johnson, Gupta teaches the core Marketing Management course, as well as a popular elective course called Data Driven Marketing. In 2009, he received the Stephen Russell Distinguished Teaching Award, given by the Johnson class of 2004, at their fifth reunion. The 2007 graduating MBA class selected him to receive the Apple Award for Teaching Excellence. Gupta previously taught at the Kellogg School of Management at Northwestern University, where he received the Sidney Levy Award for teaching excellence.