Puneet Manchanda

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

Contact Information

Phone
(734) 936-2445
Fax
(734) 936-8716
Email
Room
R5490
Research

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 student award for teaching excellence in the MBA program multiple times and was presented the award in 2011 (Part Time MBA) and 2012 (Global MBA). His main research interest is in building empirical models to solve strategic business and marketing problems such as resource allocation, launch planning, word-of-mouth marketing and CRM. His most recent work has focused on marketing and strategy problems in the digital marketing, social media, pharmaceutical, high technology, private equity and gaming industries. Methodologically, his work is in the domain of “Big Data,” applying statistical, especially Hierarchical Bayesian, methods as well as economic and econometric techniques to marketing and strategy problems. His papers have appeared in all top marketing journals. A recent study identified him as one of the top 50 scholars in marketing during the 1982-2006 period. He was also named the Ross School of Business Researcher of the Year in 2011 and given the Contribution to the Research Environment (CORE) Award in 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 with editorial positions at the top marketing journals and is 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.

 

 

Executive Leadership

Professor Puneet Manchanda 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 is currently Professor of Marketing at the Ross School of Business, and is Chair of the Marketing department. He teaches the capstone Marketing and Strategy course to MBA students at Ross. Before coming to Ross, he was on the faculty at the University of Chicago's Booth School of Business. He has also taught at Columbia University and at other settings in Europe, Asia and North Africa.

Manchanda's main research interest is in building empirical models to solve strategic business and marketing problems such as resource allocation, launch planning, word-of-mouth marketing and CRM. His most recent work has focused on marketing strategy problems in the pharmaceutical, e-commerce, high technology, gaming, and insurance industries. His papers have appeared in all top marketing journals. A recent study identified him as one of the top 50 scholars in marketing during the 1982-2006 period. His research and commentary on current topics has been published in business media outlets such as the Financial Times, New York Times, Detroit Free Press, Sloan Management Review, Investors Business Daily, Forbes.com and CIO Magazine. He is (or has been) on the boards of companies in the marketing, high technology and pharmaceutical industries.

Gamification Design for Mobile Marketing Effectiveness

Authors
Hofacker, C., de Ruyter, K., Lurie, N., Manchanda, P. and Donaldson, J.
Published Date
2016

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

Source

Marketing Science
Volume: 
35
Issue: 
6
Pages: 
870-893

Platforms: A Multiplicity of Research Opportunities

Authors
Sriram, S., Manchanda, Puneet, Esteban Bravo, Mercedes, Chu, Junhong, Ma, Liye, Song, Minjae, Shriver, Scott and Subramanian, Upender
Published Date
2015

Source

Marketing Letters
Volume: 
26
Issue: 
2
Pages: 
141-152

Service Quality Variability and Termination Behavior

Authors
Sriram, S., Chintagunta, Pradeep and Manchanda, Puneet
Published Date
2015

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

Source

Marketing Science
Volume: 
34
Issue: 
3
Pages: 
367-387

When Harry bet with Sally: An Empirical Analysis of Peer Effects in Casino Gambling Behavior

Authors
Park, Hee Mok and Manchanda, Puneet
Published Date
2015

Source

Marketing Science
Volume: 
34
Issue: 
2
Pages: 
179-194

Marketing Activity, Blogging and Sales

Authors
Hiroshi Ohnishi, Puneet Manchanda
Published Date
2013

Source

International Journal of Research in Marketing
Volume: 
29
Issue: 
3
Pages: 
221-234

An Empirical Analysis of Individual Level Casino Gambling Behavior

Authors
Sridhar Narayanan, Puneet Manchanda
Published Date
2012

Source

Quantitative Marketing and Economics
Volume: 
10
Issue: 
1
Pages: 
27-62

A New Multivariate Count Data Model to Study Multi-category Physician Prescription Behavior

Authors
Xiaojing Dong,Pradeep K. Chintagunta, Puneet Manchanda
Published Date
2011

Source

Quantitative Marketing and Economics
Volume: 
9
Issue: 
3
Pages: 
301-337
Ross Thought In Action
Research by PhD student Tong Guo, with Professors Puneet Manchanda and S. Sriram, examines the effect of payment disclosures on physician behavior.

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