Faculty Directory

Praveen K. Kopalle

Signal Companies' Professor of Management; Area Chair, Marketing





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 expectations
  • Frequency reward programs 
  • Reference prices
  • Pricing strategy
  • Bundling
  • New products

Professional Activities

Academic positions

  • Signal Companies’ Professor of Management, 2015-present, Tuck School of Business, Dartmouth College
  • Associate Dean for the MBA Program, 2015-2018, Tuck School of Business, Dartmouth College
  • Chair, Marketing Area, 2012-2015, Tuck School of Business, Dartmouth College
  • Professor of Marketing, 2010–present, Tuck School of Business, Dartmouth College
  • Tenured Associate Professor, 2001–2010, Tuck School of Business, Dartmouth College
  • Associate Professor, 1998–2001, Tuck School of Business, Dartmouth College
  • Assistant Professor, 1996–1998, Tuck School of Business, Dartmouth College
  • Assistant Professor, 1992–1996, School of Business, University of Arizona

Additional Leadership Roles

  • Chair, Tuck Curriculum Committee (2015-2018, 2009-10)                                                    
  • Chair, Tuck Academic Performance Committee (2015-2018)
  • Chair, Tuck Admissions Committee (2015-2018, 2009-10)
  • Chair, Tuck Assessment of Learning Committee (2014-2015)
  • Chair, Tuck MBA Task Force (2012-2013)
  • Research Director for Internet Marketing and Pricing, Glassmeyer/McNamee Center for Digital Strategies, Tuck School of Business
  • Faculty Associate, Achtmeyer Center for Global Leadership, Tuck School of Business
  • Chair/Chair-Elect, AMA Marketing Research SIG (2019, 2018, 2000, 1999)
  • VP, External Relations, INFORMS Society for Marketing Science, 2019-present

Editorial positions

  • Associate Editor (2018-present), Journal of Marketing
  • Area Editor (2015-2018), Journal of Marketing
  • Area Editor (2019-present), International Journal of Research Marketing
  • Associate Editor (2014-2018), Journal of Consumer Research
  • Associate Editor (2004-present), Journal of Retailing
  • Editorial Boards: Marketing Science, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Letters, Journal of Interactive Marketing, International Journal of Technology and Marketing, International Journal of Research in Marketing, International Journal of Electronic Commerce, Journal of Revenue and Pricing Management (2001-2015)
  • Editorial Advisory Board: IIMB Management Review
  • Guest Editorships: Journal of Retailing Special Issues on “Modeling Retail Phenomena”, “Empirical Generalizations in Retailing”, Journal of the Academy of Marketing Science Special Issue on “Future of Technology in Marketing.”.


  • 2018 Lifetime Achievement Award, conferred by American Marketing Association Retailing & Pricing Special Interest Group
  • Runner Up, 2018 William R. Davidson award, Journal of Retailing
  • Class of 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 J. Burkhardt and K. Gillingham, “Experimental Evidence on the Effect of Information and Pricing on Residential Electricity Consumption,” Under Review, Management Science, 2019
  • With A. Krishna, R. Uday, and Yu, “How Does Regulatory Monitoring Policy Over Cause Marketing Affect Firm Behavior and Donations to Charity,” under preparation, 2020
  • With S. Arunachalam, H. Manchiraju, and R. Suhag, “Social Heart and Business Sense: Translating Corporate Social Responsibility into Gross Margin Premium in India,” under preparation, 2020
  • With M. Gangwar, A. Kaplan, D. Ramachandran, and W. Reinartz, “Artificial Intelligence (AI) Technologies in Global Marketing: Current Trends and Future Research Opportunities,” Under Revision at International Journal of Research in Marketing, 2020
  • With K. Carlson, A. Riddell, D. Rockmore, and P. Vana, “Complementing Human Effort in Online Reviews: A Deep Learning Approach to Automatic Content Generation,” Under Preparation for International Journal of Research in Marketing, 2020
  •  With R. Raghunathan, “Productivity or Happiness? Assessing the Impact of Tax Rates Through Computer Mediated Simulation,” 2019
  •  With H. Kuusela, “The Role of Intuition in Managerial Decision Making," 2019
  •  With T. Ghoshal, D. Soman, and A. Valenzuela, ““Buri Nazar” (Evil Eye) in India: Antecedents and consequences.””
  •  With S. Sikdar, and P. Vana,  “An evaluation of Walmart and Safeway’s category level pricing decisions in the West Coast.”
  •  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. Hofstede and R. Raghunathan, “Improving Click Through Rates of Ads in Mobile Devices”

Selected Publications

  • With X. Wang, J.H. Ryoo, and N. Bendle, “The Role of Machine Learning Analytics and Metrics in Retailing Research,” Forthcoming, Journal of Retailing, 2021
  • With S. Sozuer, G. Carpenter, L. McAlister, and D. Lehmann, “The Past, Present, and Future of Marketing Strategy,” Marketing Letters, 31: 163-174, 2020
  • With V. Kumar, Mohan Subramaniam, “How Legacy Firms Can Embrace the Digital Ecosystem Via Digital Customer Orientation,” Journal of the Academy of Marketing Science, 48: 114-131, 2020
  • With Grewal, Dhruv, John Hulland, Praveen K. Kopalle, Elena Karahanna, “The Future of Technology and Marketing: A Multidisciplinary Perspective,” Journal of the Academy of Marketing Science, 48: 1-8, 2020
  • With Stourm, Neslin, Bradlow, Breugelmans, Chun, Gardete, Kannan, Kopalle, Park, Amariles, Thomadsen, Thompkins, Venkatesan, “Refining Loyalty Programs in the Era of Big Data: A Societal Lens Paradigm,” Marketing Letters, 31: 405-418, 2020
  • 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) 93-106, 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