• Divya Ramachandran 2022
  • Assistant Professor / F. Ross Johnson Fellow

    Marketing Department
    Room 666 Drake Centre
    181 Freedman Crescent
    University of Manitoba (Fort Garry Campus)
    Winnipeg, Manitoba R3T 5V4


Divya Ramachandran is an Assistant Professor of Marketing at the Asper School of Business, University of Manitoba. She has completed her Ph.D. in Business Administration (Marketing) at the J. Mack Robinson College of Business at Georgia State University. She also holds a Master of Science in Marketing Research from Michigan State University and a Master's in Business Administration with a specialization in Marketing from S. P. Jain Institute of Management and Research, India. Prior to joining the doctoral program, she worked in India and in the United States for several years in sales, marketing research, and strategy roles.

Divya's research focus is within the area of empirical marketing strategy. Her research interests include new-age technologies (Internet of Things, Artificial Intelligence, machine learning, blockchain) and digital technologies and their impact on customer engagement, customer experience, marketing outcomes, and society and community wellbeing. Her research focuses on solving marketing problems and providing actionable guidance to managers by using both firm-level and customer-level data. Topics of interest include marketing strategies related to new-age technologies and digital marketing and their impact on stakeholders. She uses quantitative and qualitative research methods, including interviews, surveys, econometric analysis, and machine learning. 

Divya's ongoing research projects include the empirical evaluation of the impact of digital marketing on nonprofit organizations and an investigation into the sharing economy and labor platforms. Her work has been published in research journals such as the International Journal of Research in Marketing, the Journal of Retailing, and the Journal of Business Research.

Research Interests

  • New-age/Emerging Technologies 
  • Digital Marketing
  • Empirical Marketing Strategy
  • Customer Engagement and Customer Experience
  • Society and Community Wellbeing

Teaching Interests

  • Marketing Research
  • Marketing Management
  • Digital Marketing and Social Media Marketing
  • Customer Relationship Management

Recent Publications

Kopalle, Praveen K., Manish Gangwar, Andreas Kaplan, Divya Ramachandran, Werner Reinartz, and Aric Rindfleisch (2021), “Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities”, International Journal of Research in Marketing. 39(2), 522-540.  
Gupta, S., and Divya Ramachandran (2021), “Emerging Market Retail: Transitioning from a Product-Centric to a Customer-Centric Approach”, Journal of Retailing. 97(4), 597-620. 
Kumar, V., and Divya Ramachandran (2020), “Developing firms' growth approaches as a multidimensional decision to enhance key stakeholders' wellbeing”, International Journal of Research in Marketing, 38(2), 402-424. 
Kumar, V., Divya Ramachandran, and Binay Kumar (2020), “Influence of New-Age Technologies on Marketing: A Research Agenda”, Journal of Business Research, 125, 864-877. 
Kumar, V., and Divya Ramachandran (2019), “Influence of technology and data on customized marketing strategy”, Handbook of Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth, 360.