Faculty Directory

Praveen K. Kopalle

Associate Dean for the MBA Program; Signal Companies' Professor of Management



DegreePhD, Columbia University, 1992; MBA, Indian Institute of Management, 1988; BE, Osmania University, 1986

AREAS OF EXPERTISEMarketing, statistics, management science

Current Research Topics

  • Marketing Dynamics
  • Customer Expectations
  • Frequency Reward Programs
  • Reference Prices
  • Pricing Strategy
  • Bundling
  • New Products

Selected Publications

  • With D. Lehmann (2015), “The Truth Hurts: How Customers May Lose From Honest Advertising,” Forthcoming, International Journal of Research in Marketing. Best Paper Award for the Special Issue on Marketing and Innovation.
  • With S. Voleti and P. Ghosh, “An Inter-product Model of Competition Incorporating Branding Hierarchy and Product Similarities Using Store Level Data,” Forthcoming, Management Science. 2014
  • With D. Hardesty, R. Goodstein, D. Grewal, and A. Miyazaki, “The Accuracy of Scanned Prices,” Forthcoming, Journal of Retailing, 2014
  • With W. Kamakura and D. Lehmann, “Editorial: Empirical Generalizations in Retailing,” Forthcoming, Journal of Retailing, 2014
  • With S. Neslin, B. Sun, Y. Sun, and V. Swaminathan, "The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs," Marketing Science, 31 (2): 216-35, 2012
  • With P.K. Kannan, L. Boldt, and N. Arora, "The Impact of Household Level Heterogeneity in Reference Price Effects on Optimal Retailer Pricing Policies," Journal of Retailing, 88 (1): 102-14, 2011
  • With D. Grewal, H. Marmorstein, and A. Roggeveen, "Attracting Customers to Less Convenient Retail Locations: Merchandise Guarantee or Lower Price?", Forthcoming, Journal of Retailing, 2011
  • With V. Govindarajan, Vijay and E. Danneels, "The Effects of Mainstream and Emerging Customer Orientations on Radical and Disruptive Innovations," Journal of Product Innovation Management, S1, November, 2004, Academy of Management Best Paper Proceedings, 2011
  • With D. Grewal, K. Ailawadi, D. Gauri, K. Hall, and J. Robertson, "Innovations in Retail Pricing and Promotions," Journal of Retailing, 87, July, 2011
  • With D. Hoffman and T. Novak, "The "Right" Consumers for Better Concepts: Identifying and Using Consumers High in Emergent Nature to Further Develop New Product Concepts," Journal of Marketing Research, 47 (5), 2010
  • With D. Lehmann and J. Farley, "Customer Expectations, Satisfaction, and Culture: The Effects of Belief in Karma in India," Journal of Consumer Research, 37 (2), 2010

Working Papers

  • With S. Voleti and P. Ghosh, (2015), “Enhancing Category Profitability by Incorporating Dynamic Elements of Competition,” to be submitted to Journal of Marketing.
  • With J. Burkhardt and K. Gillingham, (2015), “Can’t Take the Heat? Field Experiments in Residential Energy Conservation on Hot Texas Days.”
  • With R. Fisher, B. Sud and K. Antia, (2015), “The Effects of Advertised Quality Emphasis and Objective Quality on Sales: Evidence from the US Mini-van Market.”
  • With R. Raghunathan, (2015), “Productivity or Happiness? Assessing the Impact of Tax Rates Through Computer Mediated Simulation.”
  • With D. Lehmann and J. Farley, "How General are the Customer Satisfaction and Expectation Formation Processes? Comparing the U.S., China, and India."
  • With F. ter Hofstede and R. Raghunathan (2013), “Improving Click Through Rates of Ads in Mobile Devices.”


  • Finalist, 2015 INFORMS Society on Marketing Long Term Impact Award
  • Best Paper Award of the Special Issue on Marketing and Innovation, International Journal of Research in Marketing
  • Class of 2015 Teaching Excellence Award in Core Curriculum at Tuck
  • Winner, 2014 William R. Davidson Award, Journal of Retailing
  • AMA-Sheth Doctoral Consortium Faculty, 2013
  • Distinguished Alumnus Award 2011, Indian Institute of Management, Bangalore
  • Finalist, 2011 Marketing Science Institute’s Robert Buzzell Award
  • Winner of 2011 William R. Davidson Honorable mention award, Journal of Retailing
  • AMA-Sheth Doctoral Consortium Faculty, 2009
  • Thought Leader, Texas A&M Conference, Spring 2010
  • Visiting Scholar, July 2011, July 2010, Winter 2009 Indian School of Business
  • Finalist, 2006 John D. C. Little Best Paper Award
  • Winner, 2005 John D. C. Little Best Paper Award
  • Bozzone Visiting Scholar, Lally School of Management and Technology, Rensselaer Polytechnic Institute, Spring 2008
  • Thought Leader, “Customer Experience Management in Retailing,” Spring 2008
  • AMA-Sheth Doctoral Consortium Faculty, 2005
  • 2004 Academy of Management Best Paper Proceedings
  • Winner, MSI Competition on Global Marketing, 2003
  • Most Productive Reviewer, Marketing Science, 2003
  • Outstanding Reviewer Award, Journal of Retailing, 2003
  • AMA-Sheth Doctoral Consortium Faculty, 2001
  • 1998 Harvey H. Bundy III Fellowship, Tuck School of Business
  • Research Grant Award, Center for Asia and the Emerging Economies, Tuck School Undergraduate Marketing Professor of the Semester, Spring 1996
  • Recognition of Excellence, Spring 1996
  • Faculty Fellow, XIV Annual Doctoral Symposium, April 1996, University of Houston
  • Best undergraduate Marketing instructor, Spring 1995
  • Research Grant Award, University of Arizona Foundation in Fall 1994
  • AMA Doctoral Consortium Fellow, 1991
  • Merit Scholarship, Indian Institute of Management, Bangalore
  • National Merit Scholarship from Government of India (July 1982-May 1986)

Professional Activities

Academic positions

  • Tuck School of Business, 1996–present
  • Visiting Scholar, Indian School of Business, 2009
  • Bozzone Visiting Scholar, Rensselaer Polytechnic Institute, 2008
  • Assistant Professor of Marketing, University of Arizona, 1992–96

Associate Editor
Journal of Consumer Research, 2014-present

Area Editor
Journal of Marketing, 2015-present

Associate Editor
Journal of Retailing, 2004-present

Editorial Boards
Marketing Science, Journal of Consumer Research, Journal of Marketing, Marketing Letters, Journal of Interactive Marketing, International Journal of Technology and Marketing, International Journal of Electronic Commerce, Journal of Revenue and Pricing Management

Editorial Advisory Board
IIMB Management Review

Guest Editorships
Journal of Retailing special Issues on “Modeling Retail Phenomena,” “Empirical Generalizations in Retailing”

Advisory Boards

  • BeVocal, Inc., Santa Clara, CA, 1999-2007
  • AtenWorks Inc., Hyderabad, India
  • Camelia Clothing Ltd, Bangalore, India

Marketing Science, Management Science, Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Lancet, Operations Research, SIAM Journal of Applied Mathematics, Managerial and Decision Economics, European Journal of Operational Research, International Journal of Electronic Commerce, Journal of Revenue and Pricing Management, Journal of the Academy of Marketing Science, Journal of Retailing and Consumer Services, Journal of Consumer Psychology, Winter and Summer AMA Conferences

Research & Teaching

Praveen Kopalle's teaching and research interests include marketing management, marketing research, pricing strategy, and new product development. He specializes in heterogeneity in reference price effects and retailer pricing and in trade deals and retailer price promotions. Professor Kopalle teaches the core course Statistics for Managers and the elective Retail Pricing Strategy and Tactics.