Profile Information

Profile

Pravin Nath has both industry-level and academic experience in Marketing. He brings insights from his research, and from national and international engagements with other scholars and practitioners, to the classroom, to make his classes engaging and valuable for students. Dr. Nath has mentored doctoral students and also serves on the editorial board of leading journals in the discipline.

Research Interests

• Pravin Nath does empirical research in Marketing Strategy. In particular, he studies issues related to marketing’s human capital in the upper echelons of firms (e.g., Chief Marketing Officers, Top Management Teams), Brand Management, Global Marketing and Retailing, and Metrics. He also has published work or ongoing projects in the areas of Sustainability, Communications, Sales, Innovation, and Emerging Markets.

Research Publications

• Tower, Annette and Pravin Nath (2024), “Can Experience with International Alliances Help Firms Navigate Jolts? A Study of Resilience Amidst the Dot-Com Bubble Burst”, Journal of International Marketing (published online at: https://doi.org/10.1177/1069031X241289129)
• Gomes, Evelini, Valter Vieira, Pravin Nath (2024), “Myopic Marketing Management and Stock Performance in the Short Term: The Moderating Role of Efficiency in Generating Revenues”, Marketing Letters (published online at: http://dx.doi.org/10.1007/s11002-024-09744-4).
• Bharadwaj, Neeraj, Prasad A. Naik, Pravin Nath (2022), “Sustainability Communications and Corporate Brand Associations,” Journal of Sustainable Marketing, 3 (1), 41-52.
• Nath, Pravin, Ahmet H. Kirca, and Saejoon Kim (2021), “A Study of the Internationalization–Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity,” Journal of International Marketing, 29 (1), 57-76.
• Nath, Pravin (2020), “Taking measure: the link between metrics and marketing’s exploitative and explorative capabilities” European Journal of Marketing, 54 (7), 1549-1580.
• Nath, Pravin and Neeraj Bharadwaj (2020), “Chief Marketing Officer Presence and Firm Performance: Assessing Conditions Under Which the Presence of Other C-Level Functional Executives Matters” Journal of the Academy of Marketing Science, 48 (4), 670-694.
• Seriki, Olalekin, Pravin Nath, Charles A. Ingene, and Kenneth R. Evans (2020), “How Complexity Impacts Salesperson Counterproductive Behavior: The Mediating Role of Moral Disengagement,” Journal of Business Research, , 107 (January), 324-335.
• Nath, Pravin, Ahmet H. Kirca, Saejoon Kim, and Trina L. Andras (2019), “The Effects of Retail Banner Standardization on the Performance of Global Retailers,” Journal of Retailing, 95 (3), 30-46.
• Brower, Jacob and Pravin Nath (2018), “Antecedents of Market Orientation: Marketing CEOs, CMOs, and Top Management Team Marketing Experience,” Marketing Letters, 29 (December), 405-419.
• Nath, Pravin and Vijay Mahajan (2017), “Shedding Light on the CMO Revolving Door: A Study of the Antecedents of Chief Marketing Officer Turnover,” Journal of the Academy of Marketing Science, 45 (January), 93-118.
• Nath, Pravin and Monique Bell (2016), “When the Twain Should Meet: A Study of the Structural Integration of the Marketing and PR Functions in the C-Suite,” Journal of Marketing Communications, 22 (6), 626-652.
• Nath, Pravin and Vijay Mahajan (2011), “Marketing in the C-Suite: A Study of Chief Marketing Officer Power in Firms’ Top Management Teams,” Journal of Marketing, 75 (January), 60-77.
• Nath, Pravin and Vijay Mahajan (2008), “Chief Marketing Officers: A Study of Their Presence in Firms’ Top Management Teams,” Journal of Marketing, 72 (January), 65-81.
• Non-Refereed Publications
• Nath, Pravin (2014), “What Makes a CMO Powerful”, at: http://blogs.hbr.org/2014/07/what-makes-a-cmo-powerful/