Research Program - Strategic Marketing

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Pingali, Srinivas, Sumanta Singha, S. Arunachalam, and Kiran Pedada (Forthcoming),  "Digital Readiness of Small and Medium Enterprises in Emerging Markets: The Construct, Propositions, Measurement, and Implications," Journal of Business Research (ABDC:A)

All authors contributed equally.

*Featured in Forbes India (August 2020), The Hindu Business Line (January 2021), Fortune India (May 2023)

Sinha, Ashish, Prakash Bagri, Kiran Pedada, and Rajendra Srivastava (Forthcoming), "Ecommerce Disrupted: Is Social Ecommerce the Future of Online Shopping?," Management and Business Review* 

*Management and Business Review is co-sponsored by leading business schools from around the world (https://mbrjournal.com/about-mbr/). 

Misra, Shekhar, Kiran Pedada, and Ashish Sinha (2022), "A Theory of Marketing's Contribution to Customers' Perceived Value," Journal of Creating Value 

Invited article.

Sinha, Ashish, Kiran Pedada, Anish Purkayastha, Rajendra Srivastava, and Sandeep Balani (2022), "Digital Transformation as Disruptive Strategy: Using Data and Disruptive Technology to Unlock Growth, Build Resilience, and Create Shareholder Value," California Management Review

Hewett, Kelly, Tomas Hult, Murali Mantrala, Nandini Nim, and Kiran Pedada (2022), "Cross-Border Marketing Ecosystem Orchestration: A Conceptualization of its Determinants and Boundary Conditions," International Journal of Research in Marketing (ABDC:A*)

Authors in alphabetical order. All authors contributed equally.

*Featured in The University of Kansas News (December 2021)

Pedada, Kiran, Manjunath Padigar, Ashish Sinha, and Mayukh Dass (2021), "Developed Market Partner’s Relative Control and the Termination Likelihood of an International Joint Venture in an Emerging Market," Journal of Business Research (ABDC:A)

Pedada, Kiran, S. Arunachalam, and Mayukh Dass (2020), “A Theoretical Model of the Formation and Dissolution of Emerging Market International Marketing Alliances,” Journal of the Academy of Marketing Science (FT-50; ABDC:A*)

Lead article.

*Featured in ISBInsight (April 2019), Fortune India (May 2019), Forbes India (January 2020), and The New Indian Express (April 2020)

Pedada, Kiran, Venkatesh Shankar, and Mayukh Dass (2018), “Negotiating International Marketing Joint Venture Dissolutions in Emerging Markets,” ISBInsight, Jan-Jul 2018, Indian School of Business.

Hanson, Nicole and Kiran Pedada (2014), “The Future of Marketing in a Multi-channel and Multi-screen World,” Marketing Science Institute Report No.14-302, Cambridge, MA: Marketing Science Institute. 

Pedada, Kiran and Kutti Krishnan (2011), “Marketing in Emerging Economies,” Marketing Science Institute Report No.10-305, Cambridge, MA: Marketing Science Institute.           

Pingali, Srinivas, Kiran Pedada, S. Arunachalam, Sumanta Singha (2023), “How to Make Indian SMEs Digital-ready?” Fortune India.

Pingali, Srinivas, Srinivas Atreya, Sumanta Singha, and Kiran Pedada (2022), “Unleashing the Power of the Industrial Metaverse through Extended Reality and AI” Forbes India.

Pingali, Srinivas, Sriram Natarajan, and Kiran Pedada (2022), “Finverse: The Symbiotic Relationship between Financial Services and the Metaverse” Forbes India.

Agarwal, Parivesh, and Kiran Pedada (2021), “Timing, Sensitivity, and Wit: Cornerstones of Moment Marketing” Forbes India.

Pingali, Srinivas, and Kiran Pedada (2021), “Not Just a Throwback of Throwbacks - The Evolving Face of Nostalgia Marketing” Forbes India.

Pedada, Kiran, and Saurav Petwe (2020), “Is Business-to-Everyone (B2E) the Future of B2B?” Forbes India.

Arunachalam, S., Srinivas Pingali, and Kiran Pedada (2020), “Too Small to Serve to Too Large to Ignore: SMEs, the New Frontier for Digital Vendors,” Forbes India.

Pedada, Kiran, S. Arunachalam, and Mayukh Dass (2020), “Can International Marketing Alliances in Emerging Markets be a Source of Competitive Advantage?,” Forbes India.

Pedada, Kiran and Surbhi Gupta (2019), “How Acquiring Developed Market Brands Can Help Emerging Market Firms?,” Fortune India.

Pedada, Kiran (2019), “To Win in the Indian Market, Global Firms Can Leverage International Marketing Alliances,” Fortune India.