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 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 D. Lehmann, “The Impact of Competition, Brand Equity, and the Cost of Overstating Quality on Advertised Quality, Quality, and Price of New Products,” 2014
  • With E. Breugelmans, T. Bijmolt, J. Zhang, L. Basso, M. Dorotic, A. Minnema, W. Mijnlieff, and N. Wünderlich, “Advancing Research on Loyalty Programs: A Future Research Agenda,” 2014
  • 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, “Improving Click Through Rates of Ads in Mobile Devices,” 2013
  • With R. Raghunathan, “Productivity or Happiness? Assessing the Impact of Tax Rates Through Computer Mediated Simulation,” 2013


  • Distinguished Alumnus Award 2011, Indian Institute of Management, Bangalore
  • Winner, 2014 William R. Davidson Award, Journal of Retailing
  • AMA-Sheth Doctoral Consortium Faculty, 2013
  • Finalist, 2011 Marketing Science Institute's Robert Buzzell Award
  • Winner of 2011 William R. Davidson Honorable mention award, Journal of Retailing
  • Visiting Scholar, July 2011, July 2010, Winter 2009, Indian School of Business
  • Thought Leader, Texas A&M Conference, Spring 2010
  • AMA-Sheth Doctoral Consortium Faculty, 2009
  • Finalist, 2006 John D. C. Little Best Paper Award
  • Winner, 2005 John D. C. Little Best Paper Award

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 Consumer Research
  • 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

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.