Arvind Rangaswamy

Color portrait of Arvind Rangaswamy

Professor of Marketing, Jonas H. Anchel Professor of Marketing

Office Address 481 Business Building
Phone Number 814-865-1907
Email Address arvindr@psu.edu

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Professor Rangaswamy joined Penn State in 1993. He has previously been a faculty member at the Wharton School, University of Pennsylvania and at the J.L. Kellogg Graduate School of Management, Northwestern University.

He is a Fellow of the IC2 Institute, was an IBM Faculty Partner (2000-2001), and is the Chair of the e-Business Section of The Institute for Operations Research and the Management Sciences (INFORMS). He is also the Research Director of the eBusiness Research Center at Penn State, and the Program Director for Electronic Markets and Marketing Information Systems and a member of the Advisory Board of the Institute for the Study of Business Markets (ISBM) at Penn State.

Dr. Rangaswamy has also consulted for several leading companies in the areas of sales force management, marketing research, and e-Business. His recent consulting and speaking engagements have been at such companies as AT&T Wireless, Bristol-Myers Squibb, Cigna (Intracorp), DuPont, IBM Global Services Division, SAP Americas, Syngenta, and Unisys.

Expertise

He has published numerous professional articles on marketing analytics and online marketing, and has co-authored a book titled Marketing Engineering, which is widely used as a textbook in business schools around the globe. He is an Area Editor for Marketing Science and serves on the editorial boards of several other leading journals. He has also consulted for several companies in the areas of marketing, marketing analytics, and e-Business. His recent consulting engagements have been at such companies as Abbott Labs, ImpactRX, J.D. Power Associates, Pfizer, Xerox, and Unisys. He is a Fellow of the IC2 Institute, and was an IBM Faculty Partner (2000-2001). He is a Principal and co-founder of DecisionPro, Inc., a State College, PA company that develops practical leading-edge analytical approaches to address common marketing problems. He serves on the advisory boards of M-Factor and Segmedica.

Education

Ph D, Marketing, Northwestern University, 1985

MBA, Business Administration, Indian Institute of Management, 1979

BS, Technology, Indian Institutes of Technology, 1976

Courses Taught

BAN 540 – Mktg Analytics (3)
Systematic and analytical approaches to marketing decision-making within modern day enterprises. BAN 540 Marketing Analytics (3) The course objectives are to demonstrate the benefits of using a systematic and analytical approach to marketing decision-making, and to build the skills and confidence of students for undertaking such analyses and decision-making in a modern enterprise. The analytical approaches covered in the course will enable students to identify alternative marketing options and actions that enhance business performance, predict the expected market and consumer reactions associated with potential marketing actions undertaken by a business, calibrate the opportunity costs associated with each action, and choose one or more actions that have the highest likelihood of achieving established business goals. The course will help students to develop skills that will enable them to propose and justify marketing expenditures using a Return on Investment (ROI) logic that businesses are increasingly asking of their executives. This course builds on the basic business analytics concepts and methods that business students are expected to have. The “hands-on” learning approaches used in the course (e.g., exercises and cases using real-world data) will enable students to apply course concepts and methods to develop integrated marketing programs that can be deployed across online and offline media and channels. The topics will include traditional marketing analytics such as segmentation, targeting, positioning, product design, and marketing resource allocation as well as emerging analytics such as search engine analytics, social influence measurement, and attribution analysis.

EBIZ 543 – e-Marketing (2)
Using the Internet and related technologies to enhance and transform marketingfunctions and processes.

MKTG 555 – Marketing Models (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.

MKTG 597C – Marketing 2.0 (2)
This course deals with concepts, methods, and applications of decision modeling to address such marketing issues as segmentation, new product design and development, advertising, sales force and promotion planning, and sales forecasting.

MKTG 521 – Scientific Marketing Analysis and Implementation (2)
An introduction to the tools used, rationale for, and the practice and implementation of a variety of current marketing techniques.

MKTG 496 – Independent Studies (variable)
Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 498H – Marketing Engineering: Analysis for Strategic Consulting (3)
Formal courses given infrequently to explore, in depth, a comparatively narrow subject which may be topical or of special interest.

MKTG 596 – Individual Studies (variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 543 – e-Marketing (2)
Using the Internet and related technologies to enhance and transform marketingfunctions and processes.

MS&IS 555 – Marketing Models (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.

Selected Publications

Lilien G. L., Rangaswamy A., De Bruyn A., "Principles of Marketing Engineering and Analytics (Third Edition)." 2017.
Ebbes P., Huang Z., Rangaswamy A., "Sampling Designs for Recovering Local and Global Characteristics of Social Networks." International Journal of Research in Marketing, vol. 33, no. 3, 2016.
Germann F., Lilien G. L., Rangaswamy A., "Performance Implications of Deploying Marketing Analytics." International Journal of Research in Marketing, vol. 30, no. 2, 2013, pp. 114-128.
Srinivasan R., Lilien G. L., Rangaswamy A., Pingitore G. A., Seldin D., "The Total Product Concept and an Application to the Auto Market." Journal of Product Innovation Management, vol. 29, 2012, onlinelibrary.wiley.com/doi/10.1111/jpim.2012.29.issue-s1/issuetoc.
Rangaswamy A., Lilien G. L., De Bruyn A., "Principles of Marketing Engineering (Second Edition)." (DecsionPro, Inc.), 2012.
Clement M., Rangaswamy A., Vadali S., "Consumer Responses to Legal Music Download Services that Compete with Illiegal Alternatives." Service Science, vol. 4, no. 1, 2012.
Sorescu A., Frambach R. Y., Singh J., Rangaswamy A., Bridges C., "Innovations in Retail Business Models." Journal of Retailing, vol. 87S, no. 1, 2011.
Hennig-Thurau T., Malthouse E. C., Friege C., Gensler S., Lobschat L., Rangaswamy A., Skiera B., "The Impact of New Media on Customer Relationships." Journal of Service Research, vol. 13, no. 3, 2010, pp. 20.
Puligadda S., Grewal R. S., Rangaswamy A., Kardes F. R., "The role of idiosyncratic attribute evaluation in mass customization." Journal of Consumer Psychology, vol. 29, no. 3, 2010, pp. 369-380, www.sciencedirect.com/science/journal/10577408.
Rangaswamy A., Giles C. L., Seres S., "A Strategic Perspective on Search Engines: Thought Candies for Practitioners and Researchers." Journal of Interactive Marketing, vol. 23, no. 1, 2009, pp. 49-60.
Kayande U. A., DeBruyn, Lilien G. L., Rangaswamy A., Van Bruggen G., "How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluations." Information Systems Research, vol. 20, no. 4, 2009, pp. 527-546.
Huang Z., Ebbes P., Rangaswamy A., Thadakamalla H., "Sampling Large-scale Social Networks: Insights from Simulated Networks." Proceedings of 18th Annual Workshop on Information Technologies and Systems, 2008, pp. 6.
Srinivasan R., Lilien G. L., Rangaswamy A., "Survival of high tech firms: The effects of diversity of product-market portfolios, patents, and trademarks." International Journal of Research in Marketing, vol. 25, no. 2, 2008, pp. 119-125.
Srinivasan R., Lilien G. L., Rangaswamy A., "The Emergence of Dominant Designs." Journal of Marketing, vol. 70, no. 2, 2006, pp. 1-17.
Grissom M. D., Belegundu A. D., Rangaswamy A., Koopmann G. H., "Conjoint-analysis-based multiattribute optimization: application in acoustical design." Structural and Multidisciplinary Optimization, vol. 31, no. 1, 2006, pp. 9.
Steckel J., Winer R., Bucklin R. E., Dellaert B. G., Drèze X., Häubl G., Jap S., Little J. D., Meyvis T., Montgomery A., Rangaswamy A., "Choice in Interactive Environments." Marketing Letters, vol. 16, 2005, pp. 12.
Srinivasan R., Rangaswamy A., Lilien G. L., "Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?." International Journal of Research in Marketing, vol. 22, no. 2, 2005, pp. 17.
Rangaswamy A., Van Bruggen G., "Opportunities and Challenges in MultiChannel Marketing: An Introduction to the Special Issue." Journal of Interactive Marketing, 2005, pp. 7.
Lilien G. L., Rangaswamy A., Van Bruggen G. H., Starke k., "DSS Effectiveness in Marketing Resource Allocation Decisions: Reality Versus Perception." Information Systems Research, vol. 15, no. 3, 2004, pp. 20.
Rangaswamy A., Srinivasan R., Lilien G. L., "First in, First out? The Effects of Network Externalities on Pioneer Survival." Journal of Marketing, vol. 68, no. 1, 2004, pp. 18, www.garylilien.info/publications/90%20-%20First%20in,%20First%20out.pdf.

Editorships

Schmalenbach Business Review, Editorial Board, (http://www.sbr-online.de/editorial_advisory_board.html), January 2015 - Present
International Journal of Research in Marketing, Editorial Board, July 2007 - Present
Journal of Marketing, Editorial Board, June 2005 - May 2010
Journal of Service Research, Editorial Board, July 2000 - June 2009
The Quarterly Journal of Electronic Commerce, Editorial Board, July 1998 - June 2003
Marketing Science, Associate Editor, January 1998 - June 2011
Journal of Interactive Marketing, Editorial Board, July 1997 - Present
Journal of Business to Business Marketing, Editorial Board, September 1996 - Present
Marketing Science, Editorial Board, July 1994 - June 1998
International Journal of Intelligent Systems in Accounting, Finance, and Mgmt, Editorial Board, July 1993 - Present