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Faculty Directory

Praveen K. Kopalle

Signal Companies' Professor of Management





Personal Website



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

Areas of Expertise

Marketing, statistics, management science


Retail Pricing Strategies and Tactics; Tuck Integrative Experiential Learning


Praveen Kopalle is the Signal Companies’ Professor of Management and Professor of Marketing at the Tuck School of Business, Dartmouth College. Praveen received his Ph.D. from Columbia University, MBA from Indian Institute of Management, Bangalore, and B.E. from Osmania University.  Professor Kopalle’s teaching and research interests are in Marketing, Statistics, Pricing, new products/innovation, promotions, customer expectations, and e-commerce. Praveen serves as an Associate Editor at the Journal of Marketing and Journal of Retailing. In addition, he is on the editorial boards of Marketing Science, Journal of Marketing Research, Journal of Consumer Research, Marketing Letters, and Journal of Interactive Marketing. Praveen has won many awards including: 2011 Distinguished Alumni Award, Indian Institute of Management, Bangalore, India, 2015 Core Teaching Excellence Award, Winner, 2005 John Little Award etc. Praveen’s research has been published in many top-tier journals including Journal of Consumer ResearchJournal of Marketing ResearchMarketing ScienceManagement Science, International Journal of Research in Marketing, Strategic Management JournalOrganizational Behavior and Human Decision ProcessesJournal of Retailing,Production and Operations Management, Journal of Product Innovation Management.  He has been invited to speak at over fifty universities and institutes worldwide.

Current Research Topics

  • Marketing dynamics
  • Customer expections
  • Frequency reward programs 
  • Reference prices
  • Pricing strategy
  • Bundling
  • New products

Professional Activities

Academic positions

  • Tuck School of Business, 1996–present
  • Visiting Scholar, University of Texas at Austin, 2013
  • Visiting Scholar, Indian School of Business, 2009
  • Visiting Scholar, Bocconi University, Milan, Italy, 2009
  • Bozzone Visiting Scholar, Rensselaer Polytechnic Institute, 2008
  • Assistant Professor of Marketing, University of Arizona, 1992–96

Board memberships

  • Aten Works Inc., Hyderabad, India
  • Be Vocal, Inc., Santa Clara, CA (1999–2007)
  • Camelia Clothing, Ltd., Bangalore, India 

Editorial positions

  • Area Editor, 2015–present,​ Journal of Marketing
  • Associate Editor, 2014–present, Journal of Consumer Research
  • Associate Editor, 2004–present, Journal of Retailing
  • Editorial Boards, International Journal of Electronic Commerce, International Journal of Technology and Marketing, Journal of Interactive Marketing, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Revenue and Pricing Management, Marketing Letters, Marketing Science
  • Editorial Advisory Board, IIMB Management Review
  • Guest Editorships: Journal of Retailing (special issues)
  • Ad Hoc Reviewer, European Journal of Operational Research, International Journal of Electronic Commerce, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Journal of Retailing and Consumer Services, Journal of Revenue and Pricing Management, Lancet, Management Science, Managerial and Decision Economics, Marketing Science, Operations Research, SIAM Journal of Applied Mathematics


  • Lifetime Achievement Award from the American Marketing Association for contributions in retailing, 2018
  • AMA-Sheth Doctoral Consortium Faculty, 2016, 2015, 2013, 2009, 2005, 2001
  • 2015 Teaching Excellence Award in Core Curriculum at Tuck
  • 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
  • Winner, 2014 William R. Davidson Award, Journal of Retailing
  • 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
  • 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
  • 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
  • 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) 

Working Papers

  • With C. Narasimhan, P. Papatla, B. Jiang, P. Messinger, S. Moorthy, D. Proserpio, U. Subramanian, C. Wu, and T. Zhu, "Sharing Economy: Review of Current Research and Directions for Future Research"
  • With J. Burkhardt and K. Gillingham, “Can’t Take the Heat? Field Experiments in Residential Energy Conservation on Hot Texas Days” 
  • With R. Fisher, B. Sud and K. Antia, “The Effects of Advertised Quality Emphasis and Objective Quality on Sales: Evidence from the U.S. Mini-van Market”
  • With R. Raghunathan, “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, “Improving Click Through Rates of Ads in Mobile Device”  

Selected Publications

  • With C. Narasimhan, P. Papatla, B. Jiang, P. Messinger, S. Moorthy, D. Proserpio, U. Subramanian, C. Wu, and T. Zhu, "Sharing Economy: Review of Current Research and Future Directions," Customer Needs and Solutions, 5(1), 2018
  • With S. Voleti and M. Gangwar, "Why the Dynamics of Competition Matter for Category Profitability," Journal of Marketing, 81, January 2017
  • With R. Fisher, B. Sud, and K. Antia, "The Effects of Advertised Quality Emphasis and Objective Quality on Sales," Journal of Marketing, 81, March 2017
  • With E. Bradlow, M. Gangwar, and S. Voleti, "The Role of Big Data and Predictive Analytics in Retailing," Journal of Retailing, 93, March 2017
  • With S. Voleti and P. Ghosh, “An Inter-product Model of Competition Incorporating Branding Hierarchy and Product Similarities Using Store Level Data,” Management Science, 61(11), 2015
  • With D. Lehmann, “The Truth Hurts: How Customers May Lose From Honest Advertising,” International Journal of Research in Marketing, 32(3), 2015
  • 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,” Marketing Letters, 26(2), 2015 
  • With D. Hardesty, R. Goodstein, D. Grewal, and A. Miyazaki, “The Accuracy of Scanned Prices,” Journal of Retailing, 90(2), 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), 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), 2011
  • With V. Govindarajan and E. Danneels, "The Effects of Mainstream and Emerging Customer Orientations on Radical and Disruptive Innovations," Journal of Product Innovation Management, S1, November 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