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. His expertise is in the consumer goods and prescription pharmaceutical industries and the nonprofit sector.
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. Five of his other published papers have been finalists for the O’Dell award, the Paul Green award, and the John D.C. Little award. Professor Gupta has served on the editorial boards of Marketing Science and the Journal of Marketing Research.
At Johnson, Gupta teaches a popular MBA elective course called Data Driven Marketing. He has previously taught MBA elective courses in Marketing Research and Pricing, the Marketing Management core course in MBA and EMBA programs. He teaches in a variety of non-degree executive education programs. 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.
Professor Gupta is currently co-Editor of the Journal of Marketing Research. He is also the Director of Johnson’s Ph.D. Program. From 2010 to 2013 Professor Gupta was Johnson’s Associate Dean for Academic Affairs. In that role he was responsible for recruitment and development of faculty, and for the research function of the school.