Faculty Directory

Praveen K. Kopalle

Professor of Marketing



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

AREAS OF EXPERTISEMarketing, statistics, management science

Current Research Topics

  • Frequency rewards programs
  • Pricing
  • New products
  • Customer expectations
  • Dynamic models

Selected Publications

  • With D. Hoffman, 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, forthcoming
  • With K. Ailawadi and S. Neslin, "Predicting Competitive Response to a Major Policy Change: Combining Game-Theoretic and Empirical Analyses," Marketing Science, 24(1), 2005
  • With D. Lehmann, "Setting Quality Expectations When Entering a Market: What Should the Promise Be?" Marketing Science, 25(1), 2004
  • With J. Farley and A. Hayes, "Choosing and Upgrading Financial Services Dealers in the U.S. and U.K.," International Journal of Research in Marketing, 21(4), 2004 (Winner, MSI Competition on Global Marketing)
  • "Strategic Management of Expectations: The Role of Disconfirmation Sensitivity and Perfectionism," Journal of Marketing Research, 38(3), 2001
  • "The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications," Marketing Science, 18(3), 1999
  • "Asymmetric Reference Price Effects and Dynamic Pricing Policies," Marketing Science, 15(1), 1996
  • "The Effects of Advertised and Observed Quality on Expectations of New Product Quality," Journal of Marketing Research, 32(3), 1995
  • "Generalizing the Sensitivity Conditions in an Overall Index of Product Quality," Journal of Consumer Research, 18, March 1992


  • Consortium Faculty, AMA Doctoral Consortium, 2009, 2005, 2001
  • Finalist, John D.C. Little Best Paper Award, 2006
  • John D.C. Little Best Paper Award, 2005
  • Outstanding Reviewer, Journal of Retailing, 2003
  • Harvey H. Bundy III Fellowship, Tuck School, 1998
  • Recognition of Excellence, University of Arizona, 1996
  • Undergraduate Marketing Professor of the Semester, 1996, 1995, University of Arizona 

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

Board memberships

  • Advisory Boards–Aten Works, Director in a Box Ltd., Be Vocal, Inc. (1999–2007) 

Editorial positions

  • Associate Editor, Journal of Retailing
  • Editorial Board, IIMB Management Review, IJTMKT, International Journal of Electronic Commerce, Journal of Interactive Marketing, Marketing Letters, Marketing Science, Journal of Revenue and Pricing Management
  • Ad Hoc Reviewer, Journal of Marketing, Journal of Marketing Research, Management Science

Research & Teaching Summary

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.