PRAVEEN S

Teaching

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The Dancing Gods

Understanding Our Social World

Virtual Life

Significant Publications

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Atypical Shifts Post-Failure: Influence of Co-creation on Attribution and Future Motivation to Co-create, Journal of Interactive Marketing, 38, May, 2017 (with K.R Ranjan and A. Mulky).

Towards Conceptualization of Perceived Complaint Handling Quality on Social Media and Traditional Service Channels, European Journal of Marketing, 52 (5/6), 2018, (with K.R Ranjan and A. Rossmann)

An Examination of the Emotions that Follow a Failure of Co-creation, Journal of Business Research, 78, September, 2017, (with K.R Ranjan and A. Mulky).

Drivers of user engagement in eWoM communication, Journal of Services Marketing, 30 (5), 2016, (with K.R Ranjan and A. Rossmann).

A narrative review and meta-analysis of service interaction quality: New research directions and implications. Journal of Services Marketing, 29, 1, 2015 (with K.R Ranjan and A. Rossmann).

Role of Expertise, Affect, and Attribution in Consumer Created Service Exigency, Advances in Consumer Research, Volume 43, 2015 (with K.R Ranjan).

Impact of Failed Co-created Services on Future Motivation to Co-create. Academy of Management Best Paper Proceedings, 2015, (with A. Mulky).

Effect of frontline employee's hope and consumer failure during consumer-created emergencies. Journal of Service Theory and Practice, Volume 31, 2021, (with K.R Ranjan).

When co-production fails: The role of customer’s internal attributions and impression management concerns. Journal of Business Research, Volume 121, 2020, (with K.R Ranjan).

Co-creating the Tourism Experience, Journal of Business Research, Volume 100, 2019, (with K.R Ranjan).

Exploring an Alternate View of Co-Creation, Advances in Consumer Research, 50, 2022 (with K.R. Ranjan, A. Singhal, and S. Pal)

Exploring an incongruence frame for online reviews, Journal of Consumer Behavior, 23(6), 2024 (with S. Sudhir, and R. Ramachandran)

Strategizing One District One Product program , Case Studies, 2022

The old man and the shop , Case Studies, 2022

Okinawa Electric Scooter , Case Studies, 2022

Well-Mark Electricals Trading L.L.C. – Which road (to be taken)? , Case Studies, 2022

"Dig your 'sales' in": An Entrepreneur's Dilemma , Case Studies, 2022

Cattle insurance using AI-ML , Case Studies, 2022

Research Areas

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Praveen Sugathan specializes in consumer ethnographies. Some of his research contexts include Lotteries, martial arts, and folklore. He uses sociological and anthropological theories to understand and contribnute to the management field. His current theoretical inspiration derives from Pierre Bourdieu.

 

Conferences, Seminars & Talks

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American Marketing Association Conferences (AMA): 2015 winter, 2015 summer, 2016 summer, 2023 (summer), 2024 (summer), 2024 (winter), 2025 (summer)

European Marketing Academy Conference (EMAC): 2015

Academy of Management Meeting (AOM): 2015

Academy of International Business (AIB): 2015

Association for Consumer Research conference (ACR): 2015, 2021, 2022

Awards

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Selected as one of the best accepted papers at 2015 Academy of Management Meeting during August 7-11 in Vancouver, BC, Canada.

Doctoral student stipend winner, Association of Consumer Research, New Orleans, 2015

Doctoral student stipend winner, Academy of International Business Conference, Bengaluru, 2015

Khoshoo Earthian Trophy 2011-2012 by Ashoka Trust for Research in Ecology and the Environment (ATREE) for the paper, "Integrating Solid Waste Management and Organic Farming”

Best paper award for Wipro Earthian 2012