The Impact of Mobile and Platform Technologies
on Consumers and Firms across Channels
In 2011, I co-founded a retail startup for musical instruments in New Delhi. Even though our primary channel was a physical retail store, 70% of our new customers came via mobile searches and social media. Digital channels were critical for our growth. This was further reinforced in my next professional stint with the Institute for Personal Leadership, where I launched and marketed online executive education programs for global audiences. While my professional experiences spanned retailing and education, in both roles, leveraging cutting-edge technologies seemed critical for improving customer experience and engagement. This led me to systematically study the impact of technologies on consumers and firms during my doctoral research. 

The penetration of mobile devices (e.g., smartphones, tablets, voice-assistants) and two-sided platforms (e.g., online social networks, video game consoles) has reached unprecedented levels in recent years. Their impact on firms and consumers in online and offline channels remains unclear. My research empirically investigates these issues and seeks to identify effective marketing strategies for the introduction and management of: 
  1. Mobile technologies. What is the impact of a branded mobile app launched by a large-scale retailer on its multiple shopping channels? How do in-app failures affect user behavior within and beyond the app?
  2. Platform technologies. What is the impact of managing class size, or scale in online learning environments on learner retention and persistence? How should video game console makers manage product upgrades when introducing new generation hardware? ​​​

Representative Projects

Once Bitten, Twice App-rehensive?

Do app failures influence shopping in other channels? Only a specific segment of shoppers is sensitive to app failures. Learn more through my talk at Marketing Science Conference 2017.
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More Interactions, More Trouble

Learn more about how different interactions in two-sided markets impact platform outcomes differentially through my study on MOOCs, presented at the Winter AMA Conference 2017.
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Apps make you spend more

​Apps are a big deal. But how do they help retailer expand revenues in other channels, and by how much? Learn more from my talk at the Theory + Practice in Marketing Conference 2016.
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Read more.