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

  • Voleti, Sudhir, Praveen K. Kopalle, and Pulak Ghosh (2014), “An Inter-product Model of Competition Incorporating Branding Hierarchy and Product Similarities Using Store Level Data,” Forthcoming, Management Science.
  • Hardesty, David M, Ronald A. Goodstein, Dhruv Grewal, Anthony D. Miyazaki, Praveen K. Kopalle (2014), “The Accuracy of Scanned Prices,” Forthcoming, Journal of Retailing.
  • Kamakura, Wagner, Praveen K. Kopalle, Donald R. Lehmann (2014), “Editorial: Empirical Generalizations in Retailing,” Forthcoming, Journal of Retailing.
  • Kopalle, Praveen K., Scott A. Neslin, Baohong Sun, Yacheng Sun, and Vanitha Swaminathan (2012), "The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs," Marketing Science, 31 (2): 216-35.
  • Kopalle, Praveen K., P. K. Kannan, Lin Bao Boldt, and Neeraj Arora (2011), "The Impact of Household Level Heterogeneity in Reference Price Effects on Optimal Retailer Pricing Policies," Journal of Retailing, 88 (1): 102-14.
  • Grewal, Dhruv, Praveen K. Kopalle, Howard Marmorstein, and Anne L. Roggeveen (2011), "Attracting Customers to Less Convenient Retail Locations: Merchandise Guarantee or Lower Price?", Forthcoming, Journal of Retailing.
  • Govindarajan, Vijay and Praveen K. Kopalle, Erwin Danneels (2011), "The Effects of Mainstream and Emerging Customer Orientations on Radical and Disruptive Innovations," Journal of Product Innovation Management, S1 (November), 121-132; 2004 Academy of Management Best Paper Proceedings.
  • Grewal, Dhruv, Kusum Ailawadi, Dinesh Gauri, Kevin Hall, Praveen K. Kopalle, Jane R. Robertson (2011), "Innovations in Retail Pricing and Promotions," Journal of Retailing, 87 (July), S43-S52.
  • Hoffman, Donna L., Praveen K. Kopalle, and Thomas P. Novak (2010), "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) 854-865.
  • Kopalle, Praveen K., Donald R. Lehmann, and John U. Farley (2010), "Customer Expectations, Satisfaction, and Culture: The Effects of Belief in Karma in India," Journal of Consumer Research, 37 (2), 251-263.

Working Papers

  • Kopalle, Praveen K. and Donald R. Lehmann (2014), “The Impact of Competition, Brand Equity, and the Cost of Overstating Quality on Advertised Quality, Quality, and Price of New Products,” under review, International Journal of Research in Marketing.
  • Breugelmans, Els, Tammo H.A. Bijmolt, Jie Zhang, Leonardo J. Basso, Matilda Dorotic, Praveen Kopalle, Alec Minnema, Willem Jan Mijnlieff, Nancy V. Wünderlich (2014), “Advancing Research on Loyalty Programs: A Future Research Agenda,” under second review, Marketing Letters.
  • Kopalle, Praveen K., Donald R. Lehmann, and John U. Farley How General are the Customer Satisfaction and Expectation Formation Processes? Comparing the U.S., China, and India.
  • Kopalle, Praveen K., Frenkel ter Hofstede, and Raj Raghunathan (2013), “Improving Click Through Rates of Ads in Mobile Devices.”
  • Kopalle, Praveen K. and Raj Raghunathan (2013), “Productivity or Happiness? Assessing the Impact of Tax Rates Through Computer Mediated Simulation.”


  • 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.