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Arvind Rangaswamy

Dr. Arvind Rangaswamy

University Distinguished Professor of Marketing,  Pennsylvania State University, USA 

Professor Rangaswamy joined the Smeal College at Penn State in 1993. He served as the Senior Associate Dean of the Smeal College from 2009 to 2013. He was previously a faculty member at the Wharton School (University of Pennsylvania) and at the Kellogg School of Management (Northwestern University).

His research is focused on methods and models to improve the efficiency and effectiveness of marketing using information technologies. He has published numerous professional articles on marketing analytics and online marketing in top academic journals and is among the world’s leading scholars in these areas. He is currently Editor of Journal of Interactive Marketing. He has also co-authored a widely used textbook on Marketing Analytics titled, Marketing Engineering. He is a Principal and co-founder of DecisionPro, Inc (www.decisionpro.biz, www.enginius.biz), and has consulted for many leading companies including Abbott Labs, IBM, Johnson & Johnson, Pfizer, and SAP among others. His academic honors include Government of India Scholar Award, IC2 Fellow at the University of Texas at Austin, Robert B. Clarke Outstanding Educator Award, Thinkers50 India, and IBM Faculty Partner. In addition, he is a two-time recipient of The Jan-Benedict E.M. Steenkamp Award for Long-Term Impact given by the International Journal of Research in Marketing.

Research Interests:
  • Marketing Analytics
  • Interactive Marketing
  • Doctor of Philosophy (PhD) in Marketing, Northwestern University, USA
  • Master of Business Administration (PGDM), Indian Institute of Management, Calcutta, India
  • Bachelor of Technology (BTech), Indian Institute of Technology, Madras, India
  • Rangaswamy, Arvind, Nicole Moch, Claudio Felten, Gerrit van Bruggen, Jaap. E. Wieringa, and Jochen Wirtz (2020), “The Role of Marketing in Digital Platform Businesses” Journal of Interactive Marketing (August), 52 (3), pp. 72-90.
  • Rangaswamy, Arvind (2019), “The Two Stars of Marketing Analytics: Automated and Directed Systems.” In Handbook of Marketing Advances in an Era of Disruptions – Essays in Honour of Jagdish Sheth (SAGE Publications), pp. 401-417.
  • Lilien Gary. L., Arvind Rangaswamy, Arnaud De Bruyn (2017), “Principles of Marketing Engineering and Analytics (Third Edition).” 2017.
  • Ebbes, Peter, Zan Huang, and Arvind Rangaswamy (2016), “Sampling Designs for Recovering Local and Global Characteristics of Social Networks,” International Journal of Research in Marketing, Vol. 33, No. 3 (September), pp. 578–599.
  • Rangaswamy, Arvind (2013), “Rethinking the Quality of India’s Higher Education System,” Thinker’s Magazine (Inaugural issue), (October-December), pp. 94-98.
  • Germann, Frank, Gary L. Lilien, and Arvind Rangaswamy (2013), “Performance Implications of Deploying Marketing Analytics” International Journal of Research in Marketing, Vol. 30, No. 2 (June), pp. 114-128. Won the best-paper award in IJRM for 2013.
  • Srinivasan, Raji, Gary L. Lilien. Arvind Rangaswamy, Gina A. Pingitore, and Daniel Seldin (2012), “The Total Product Design Concept and an Application to the Auto Market,” Journal of Product Innovation Management, Vol. 29(S1), pp. 3–20 (Lead article).
  • Lilien Gary. L., Arvind Rangaswamy, Arnaud De Bruyn (2012), “Principles of Marketing Engineering” (Second Edition), DecisionPro, Inc.
  • Clement, Michel, Arvind Rangaswamy, and Srikant Vadali (2012), “Consumer Responses to Legal Music Download Services that Compete with Illegal Alternatives,” Service Science, Vol. 4, No. 1, pp. 4-23 (Lead article).
  • Sorescu, Alina, Ruud T. Frambach, Jagdip Singh, Arvind Rangaswamy, and Cheryl Bridges (2011), “Innovations in Retail Business Models,” Journal of Retailing, 87S (1) S3-S16.
  • Hennig-Thurau, Thorsten, Edward C. Malthouse, Christian Friege, Sonja Gensler, Lara Lobschat, Arvind Rangaswamy, and Bernd Skiera (2010), “The Impact of New Media on Customer Relationships,” Journal of Service Research, Vol. 13, No. 3 (August), pp. 311-330. Finalist for the “Best Article” in Journal of Service Research in 2010.
  • Puligadda, Sanjay, Rajdeep Grewal, Arvind Rangaswamy, and Frank R. Kardes (2010), “The role of idiosyncratic attribute evaluation in mass customization,” Journal of Consumer Psychology, Vol. 29, No. 3, (July), pp. 369-380.
  • Kayande, Ujwal, Arnaud De Bruyn, Gary L. Lilien, Arvind Rangaswamy, and Gerrit van Bruggen (2009), “How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluations,” Information Systems Research, Vol. 20, No. 4 (December), pp. 527-546.
  • Rangaswamy, Arvind, C. Lee Giles and Silvija Seres (2009), “A Strategic Perspective on Search Engines: Thought Candies for Practitioners and Researchers.” Journal of Interactive Marketing, Vol. 23, No. 1 (February), pp. 49-60 (10th Anniversary Special Issue).
  • Srinivasan, Raji, Gary L. Lilien and Arvind Rangaswamy (2008), “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 (June), pp. 119-128. Finalist for best paper award, 2008.
  • Lilien, Gary L. and Arvind Rangaswamy (2008), “Marketing Engineering: Connecting Models with Practice, in Handbook of Marketing Decision Models (Berend Wierenge, Editor), Boston MA: Springer Science + Business Media.
  • Puligadda, Sanjay, Rajdeep Grewal, Arvind Rangaswamy, and Frank Kardes (2007), “Optimizing Variety in Mass Customization: A Theoretical Perspective,” Advances in Consumer Research, Vol. 34, Association for Consumer Research.
  • Steckel, Joel, Russ Winer, Randolph E. Bucklin, Benedict Dellaert, Xavier Drèze, Gerald Häubl, Sandy Jap, John D.C. Little, Tom Meyvis, Alan Montogmery, and Arvind Rangaswamy (2005), “Choice in Interactive Environments,” Marketing Letters, Vol.16, No. 3-4 (December), pp. 310-320.
  • Srinivasan, Raji, Gary L. Lilien and Arvind Rangaswamy (2006), “The Emergence of Dominant Designs,” Journal of Marketing, Vol. 70, No. 2, pp. 1-17 (Lead article).
  • Grissom M. D., Belegundu A. D., Rangaswamy A., Koopmann G. H. (2006), “Conjoint-analysis-based multiattribute optimization: application in acoustical design.” Structural and Multidisciplinary Optimization, vol. 31, no. 1, pp. 8-16.
  • Lilien, Gary L. and Arvind Rangaswamy (2006), “Marketing Decision Support Models: The Marketing Engineering Approach,” in The Handbook of Marketing Research: Uses, Misuses, and Future Advances (Rajiv Grover and Marco Vriens, Editors), p. 230-254, Sage Publications, CA (Thousand Oaks).
  • Srinivasan, Raji, Arvind Rangaswamy, and Gary Lilien (2005), “Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?, International Journal of Research in Marketing, Vol. 22, No. 2, pp. 109-125. Won the best-paper award in IJRM for 2005.
  • Rangaswamy, Arvind and Gerrit van Bruggen (2005), “Opportunities and Challenges in MultiChannel Marketing: An Introduction to the Special Issue,” Journal of Interactive Marketing, Vol. 19, No. 2 (Spring), pp. 5-11.
  • Lilien, Gary L., Arvind Rangaswamy, Gerrit van Bruggen, and Katrin Starke (2004), “DSS Effectiveness in Marketing Resource Allocation Decisions: Reality Versus Perception,” Information Systems Research, Vol. 15, No. 3 (September), pp. 216-235.
  • Srinivasan, Raji, Gary L. Lilien, and Arvind Rangaswamy (2004), “First in, First out? The Effects of Network Externalities on Pioneer Survival,” Journal of Marketing, 68 (January), pp. 41-58.