Puneet Manchanda

Puneet Manchanda is an Associate Professor of Marketing at the Stephen M. Ross School of Business, University of Michigan. He received his MPhil, and PhD in Marketing from Columbia University, his MBA in Marketing and Finance from the Indian Institute of Management, Ahmedabad , India and his BSEE from BITS, Pilani, India . Prior to joining the University of Chicago, he held marketing and managerial positions at Unilever and ORG Systems (a Unisys co-venture). He taught the capstone marketing strategy class at the University of Chicago in both the full-time and part-time MBA programs. He also taught an advanced marketing strategy elective in the Executive MBA (XP) program. He has also taught at Columbia University and University of Bombay, India.

His research focuses on building economic and statistical models to solve strategic marketing problems in various domains such as pharmaceuticals, consumer packaged goods and Internet marketing. His most recent work has focused on marketing strategy problems in the pharmaceutical and hi-technology industries. These problems pertain to the effect and role of marketing communication, strategy for new product launches, consumer adoption of new products and marketing of product portfolios.

For example, in a recent series of studies, he has shown that the role of marketing communication is more “informational” when a product is launched but transitions to a “relationship-building” role over time. In other work, he has shown that consumer adoption behavior is affected by the adoption behavior of “near” consumers. Another active area of his research is focused on applying Bayesian econometrics methods to marketing problems. In a recent paper, he has proposed a general statistical solution to building marketing response models when the marketing mix variables are set non-randomly.

He has presented his research at many universities in the United States and abroad and has been an invited speaker at various industry research conferences. His papers have appeared in Marketing Science, Journal of Marketing Research, Quantitative Marketing and Economics and Marketing Letters. He is on the editorial board of the Journal of Marketing Research and the Review of Marketing Science and is a peer-reviewer for most quantitative marketing and applied statistics journals. In 2001, he was among a select group of scholars “identified as the potential leaders of the next generation of marketing academics” by the Marketing Science Institute. He has been a previously been a Fellow of the Kilts Center for Marketing (2000-2002), the Beatrice Foods Company Scholar (2002-2003) and the True North Communications Scholar at the University of Chicago (1999-2000).