Puneet Manchanda

Isadore and Leon Winkelman Professor of Marketing

Education
PhD Columbia University 1998
MPhil Columbia University 1997
MBA Indian Institute of Management 1990
BSEE Birla Institute of Technology & Science 1987
Biography

Professor Manchanda is the Isadore and Leon Winkelman Professor and Professor of Marketing at the Ross School of Business. He was the Chair of the Marketing Area at Ross from 2010 to 2016. Before coming to Ross, he was on the faculty at the University of Chicago’s Booth School of Business. He holds a PhD and MPhil in Business from Columbia University, NY, an MBA from IIM-A in India and BSEE from BITS, Pilani in India. Before getting his PhD, he worked in Marketing and Sales with Unilever. He has been a visiting professor at London Business School and also taught at Columbia University and at other settings in Europe, Asia and North Africa. He teaches (or has taught) the capstone Marketing and Strategy elective in the Executive MBA, Day and  Part Time MBA programs, the Digital Marketing Strategy elective in the MBA program and the Marketing Core in the Executive MBA, Part Time MBA and the Global MBA programs. He has been nominated for the teaching excellence award multiple times across multiple programs, winning it in 2019 (Executive MBA), 2012 (Global MBA) and 2011 (Part Time MBA). His main research interest is in building empirical models to solve strategic business, marketing and policy problems such as building customer engagement, targeting, resource allocation, launch planning, bargaining and information disclosure. His most recent work has focused on marketing and strategy problems in the high technology, e-commerce, streaming media, influencer marketing, gaming and pharmaceutical industries. Methodologically, his work is in the domain of “Big Data,” applying artificial intelligence, machine learning, statistics and econometrics towards causal inference in business and policy settings. His papers have appeared in all top marketing journals. A recent study identified him as one of the top 50 scholars in marketing. At Ross, he has been awarded the Senior Faculty Research Award (2021), the Researcher of the Year Award (2011) and the Contribution to the Research Environment (CORE) Award (2013). Professor Manchanda is active on company boards and consults in industries such hi-technology, pharmaceuticals and consumer goods. He is also actively involved in private equity and angel investing. He is a thought leader, currently holding the Senior Editor position at Marketing Science, and a frequent speaker at various academic and industry events. His research and commentary on current topics has been published in business media outlets such as the Wall Street Journal, Financial Times, New York Times, NPR, USN&WR, LA Times, Detroit Free Press, Sloan Management Review, Investors Business Daily, Forbes.com and CIO Magazine. In 2016 and 2015, he was the 3rd and 2nd most quoted University of Michigan faculty expert across all media. He also teaches in a variety of custom programs for Ross Executive Education for companies such as Huron Capital, ICBC, Saudi Telecom, Spectrum Health, McGraw-Hill, the Riverside Company, Mahindra, TATA and the GS Group.

Latest Faculty News & Research
Identification and Estimation of Endogenous Peer Effects in the Presence of Multiple Reference Groups
Authors
Reza, S., Manchanda, P., Chong, J.
Published Date
2021
Authors
Reza, S., Manchanda, P., Chong, J.
Source
Management Science
Volume
67
Issue
8
Pages
5070-5105
The Effect of Information Disclosure on Industry Payments to Physicians
Authors
Guo, T., Sriram, S., Manchanda, P.
Published Date
2021
Authors
Guo, T., Sriram, S., Manchanda, P.
Source
Journal of Marketing Research
Volume
58
Issue
Feb
Pages
115-140
The Existence and Persistence of the Pay-per-Use Bias in Car Sharing Services
Authors
Massner, K., Manchanda, P., Spann, M.
Published Date
2021
Authors
Massner, K., Manchanda, P., Spann, M.
Source
International Journal of Research in Marketing
Volume
38
Issue
2
Pages
329-342
`Meet Me Halfway’: The Costs and Benefits of Bargaining
Authors
Zhang, X., Manchanda, P., Chu, J.
Published Date
2021
Authors
Zhang, X., Manchanda, P., Chu, J.
Source
Marketing Science
Volume
40
Issue
6
Pages
1081-1105
'Let the Sun Shine In’: The Impact of Industry Payment Disclosure on Physician Prescription Behavior
Authors
Guo, T., Sriram S., Manchanda P.
Published Date
2020
Authors
Guo, T., Sriram S., Manchanda P.
Source
Marketing Science
Volume
39
Issue
3
Pages
516-539
Introduction to the Special Issue on Marketing Science and Health
Authors
Ailawadi, K., Chan, T., Manchanda, P., Sudhir, K.
Published Date
2020
Authors
Ailawadi, K., Chan, T., Manchanda, P., Sudhir, K.
Source
Marketing Science
Volume
39
Issue
3
Pages
459-464
Paywalls: Monetizing Online Content
Authors
Pattabhiramaiah, A., Sriram S., Manchanda, P.
Published Date
2019
Authors
Pattabhiramaiah, A., Sriram S., Manchanda, P.
Source
Journal of Marketing
Volume
83
Issue
2
Pages
19-36
‘Level Up’: Leveraging Skill and Engagement to Maximize Player Game-Play in Online Video Games
Authors
Huang, Y., Jasin S., Manchanda, P.
Published Date
2019
Authors
Huang, Y., Jasin S., Manchanda, P.
Source
Information Systems Research
Volume
30
Issue
3
Pages
927-947
Gamification Design for Mobile Marketing Effectiveness
Authors
Hofacker, C., de Ruyter, K., Lurie, N., Manchanda, P. and Donaldson, J.
Published Date
2016
Authors
Hofacker, C., de Ruyter, K., Lurie, N., Manchanda, P. and Donaldson, J.
Source
Journal of Interactive Marketing
Volume
34
Issue
May
Pages
25-36
Quantifying Cross and Direct Network Effects in Online C2C Platforms
Authors
Chu, Junhong and Manchanda, Puneet
Published Date
2016
Authors
Chu, Junhong and Manchanda, Puneet
Source
Marketing Science
Volume
35
Issue
6
Pages
870-893
Service Quality Variability and Termination Behavior
Authors
Sriram, S., Chintagunta, Pradeep and Manchanda, Puneet
Published Date
2015
Authors
Sriram, S., Chintagunta, Pradeep and Manchanda, Puneet
Source
Management Science
Volume
62
Issue
11
Pages
2739-2759
Social Dollars: The Economic Impact of Consumer Participation in a Firm-Sponsored Online Community
Authors
Manchanda, Puneet, Packard, Grant and Pattabhiramaiah, Adithya
Published Date
2015
Authors
Manchanda, Puneet, Packard, Grant and Pattabhiramaiah, Adithya
Source
Marketing Science
Volume
34
Issue
3
Pages
367-387