Prasad Naik | Marketing Strategy | Best Researcher Award

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Prof. Prasad Naik – Marketing Strategy – Best Researcher Award

 

Naik University of California | United States

      Profiles

📍Current Position

Prasad A. Naik is a distinguished Professor of Marketing at the Graduate School of Management, University of California, Davis. He has been a pivotal figure in marketing research, with a particular emphasis on the dynamics of advertising and marketing mix strategies. His office at Gallagher Hall, Room No. 3314, serves as a hub for students and colleagues seeking insights into marketing science.

 

📝Publication Achievements 

Journals Published

Prasad A. Naik’s publication record is extensive, with over 50 scholarly articles to his name. Some of his most notable works include: “A New Livestream Retail Analytics Framework to Assess the Sales Impact of Emotional Displays” (Journal of Marketing, 2022), which explores the intersection of consumer emotions and sales performance. “The Anatomy of the Advertising Budget Decision” (Journal of Marketing Research, 2020), a critical analysis of how companies allocate advertising budgets. “Cross-Media Consumption: Insights from Super Bowl Advertising” (Journal of Interactive Marketing, 2020), which examines the effects of multimedia advertising on consumer behavior.His work is frequently cited, demonstrating its significant impact on the field. Naik has been recognized with numerous awards, including the Frank Bass Award and the O’Dell Award Finalist, underscoring the long-term contributions of his research.

🔍Ongoing Research 

His ongoing research continues to push the boundaries of marketing science. His current projects focus on the dynamic interplay between advertising strategies and consumer behavior. He is particularly interested in how digital marketing platforms can be optimized using advanced analytics. His work often integrates insights from fields such as econometrics and operations research, making it highly interdisciplinary.

 🔬Research Interests 

His research interests are broad, covering various aspects of marketing science. These include: Advertising Dynamics: Understanding how advertising efforts evolve over time and their long-term impact on brand equity. Marketing Mix Strategies: Developing models to optimize the allocation of resources across different marketing channels. Big Data Analytics in Marketing: Utilizing large datasets to derive actionable insights for businesses.

🎓Academic Background 

His academic journey is impressive. He holds a Ph.D. in Marketing from the University of Florida, Gainesville, obtained in 1996. His education also includes an MBA in Marketing from the prestigious Indian Institute of Management Calcutta (IIMC) in 1987 and a B.S. in Chemical Engineering from the Institute of Chemical Technology (formerly UDCT) in 1984. His multidisciplinary background uniquely positions him to integrate technical and managerial perspectives in his research.

🏆Scholarships and Awards 

Throughout his illustrious career, He has received numerous accolades. In 2023, he was honored with the Don Schultz Award for Integrated Marketing Communications by Northwestern University, a testament to his significant contributions to the field. He has also been a Visiting Scholar at MIT and Columbia during the 2022-23 academic year, further highlighting his status as a leading expert in marketing.

His teaching excellence has been repeatedly recognized, as evidenced by multiple Professor of the Year Awards at UC Davis (1998, 2008, 2021). His ability to inspire and educate the next generation of marketing professionals is well acknowledged by both students and peers.

🌐Professional Associations 

He is deeply involved in professional service. He serves on the editorial boards of several leading journals, including: Senior Editor at Production and Operations Management (2019 – Present), Journal of Interactive Marketing (2008 – Present), Journal of Retailing (2022 – Present), Marketing Science (2007 – 2021).

His editorial work reflects his commitment to advancing the field of marketing by guiding the dissemination of cutting-edge research.

🔗Bioinformatics and Interdisciplinary Work 

His expertise extends beyond traditional marketing into bioinformatics, where he applies marketing models to understand complex biological systems. This interdisciplinary approach demonstrates his innovative thinking and ability to cross conventional academic boundaries.

 📚Training & Workshops 

He is a sought-after speaker and trainer, having delivered over 100 invited presentations worldwide. His keynote addresses at prestigious institutions like MIT Sloan School of Management, Harvard Business School, and Northwestern University’s Kellogg School of Management are particularly noteworthy. These engagements highlight his ability to translate complex research into practical insights for a wide audience.

 🎤Oral Presentations and🗣️Thought Leadership 

He is recognized as a thought leader in marketing, frequently invited to speak at global conferences and universities. His presentations often focus on the practical applications of his research, providing valuable insights to both academic and industry audiences. His participation in events such as the GuruSpeak Lectures at IIM Calcutta and the Thought Leaders Series at the Bengal Chamber of Commerce underscores his influence in shaping contemporary marketing thought.

 🧑‍🔬Tasks Completed as a Researcher 

Throughout his career, he has successfully completed numerous research projects that have had a lasting impact on both academia and industry. His work often involves the development of sophisticated models that can be applied in real-world marketing scenarios, bridging the gap between theory and practice.

 🚀Success Factors 

His success can be attributed to his deep understanding of both the theoretical and practical aspects of marketing. His ability to stay at the forefront of research while maintaining a strong connection to industry practices sets him apart from his peers. His legacy will undoubtedly be one of innovation, excellence, and significant contributions to the field of marketing.

 🧪Publications & Laboratory Experience

His laboratory experience, particularly in the field of marketing analytics, has led to groundbreaking publications. His research often involves collaboration with leading companies like Adobe, Disney, and T-Mobile, ensuring that his work remains relevant and impactful. His publication highlights include articles that have shaped the understanding of advertising dynamics, multimedia communications, and marketing mix strategies.

Citations
Citations        5779

h-index           30

i10-index        43

 📚Publications

 

How Own Delivery Services Influence Customer Behavior and Sales in Online Retail? Building Trust and Improving Delivery Quality in Digital Economy

     Authors: Wu, B., Chen, Y., Naik, P.A.

    Journals: Journal of Marketing

 

Sustainability Communications and Corporate Brand Associations

    Authors: Bharadwaj, N., Naik, P.A., Nath, P.

    Journals: Journal of Sustainable Marketing 

A New Livestream Retail Analytics Framework to Assess the Sales Impact of Emotional Displays

    Authors: Bharadwaj, N., Ballings, M., Naik, P.A., Moore, M., Arat, M.M.

    Journals: Journal of Marketing

The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance

    Authors: Kolsarici, C., Vakratsas, D., Naik, P.A.

    Journals: Journal of Marketing Research

Cross-Media Consumption: Insights from Super Bowl Advertising

   Authors: Bharadwaj, N., Ballings, M., Naik, P.A.

   Journals: Journal of Interactive Marketing

Tamara Masters | Marketing Strategy  | Best Researcher Award

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Prof . Tamara Masters - Marketing Strategy  - Best Researcher Award

University of Utah | United States

Author Profile 

Early Academic Pursuits

She, has established herself as a prominent figure in the realm of consumer judgment and decision-making, particularly focusing on persuasion. Her academic journey commenced with a profound interest in understanding the intricate cognitive processes underlying context effects. Delving into topics such as indulgence justification, reward-based motivation, response to inconsistency, and physiological persuasion,she embarked on a scholarly exploration that would later shape her distinguished career.

Professional Endeavors

Throughout her career, her has ventured into diverse methodologies to unravel the complexities of consumer behavior. From conducting field studies to employing biometric measures such as EEG, eye-tracking, GSR, and HR, she has utilized innovative approaches to dissect the underlying processes governing consumer choices. Additionally, her utilization of Augmented Reality and behavioral lab studies has further enriched her research endeavors, positioning her at the forefront of cutting-edge methodologies in the field.

 

Contributions and Research Focus in Marketing Strategy

Her contributions to the field of consumer behavior are exemplified through her prolific publication record. Her research endeavors have explored various facets of consumer decision-making, ranging from attribute ratings and privacy attitudes to the impact of brand names on product forgiveness. Through her publications, she has shed light on critical topics such as compromise effects, privacy assurances, and the influence of fun brand names, enriching scholarly discourse and advancing theoretical understanding.

Accolades and Recognition

Her scholarly contributions have garnered widespread acclaim and recognition within the academic community. Her publications in esteemed journals such as the Journal of Marketing Research and Marketing Letters underscore her academic prowess and influence in the field. Furthermore, her research has been honored with prestigious awards, including the Best Paper Award at the HICSS conference, highlighting the significance and impact of her work on the academic landscape.

Impact and Influence

The influence of her research extends beyond academic circles, permeating into various domains such as healthcare, marketing, and consumer psychology. Her insights into consumer decision-making have implications for businesses seeking to understand and cater to consumer preferences effectively. Moreover, her interdisciplinary approach, combining psychology, economics, and marketing, has paved the way for novel insights and practical applications in real-world settings.

Legacy and Future Contributions

As she continues to chart new frontiers in consumer behavior research, her legacy as a pioneering scholar remains indelible. Her commitment to pushing the boundaries of knowledge and her relentless pursuit of scholarly excellence serve as inspirations for aspiring researchers. With ongoing projects under review and working papers in progress,her future contributions are poised to further enrich the field of consumer judgment and decision-making, leaving an enduring impact on academia and beyond.

Citations
  • Citations        146
  •  h-index              4
  • i10-index            2

Notable Publications