The University of Manitoba campuses and research spaces are located on original lands of Anishinaabeg, Ininiwak, Anisininewuk, Dakota Oyate, Dene and Inuit, and on the National Homeland of the Red River Métis. More
University of Manitoba
Winnipeg, Manitoba Canada, R3T 2N2
Assistant Professor
F. Ross Johnson Fellow
Associate, University of Manitoba Transport Institute
Marketing Department
Room 666 Drake Centre
181 Freedman Crescent
University of Manitoba (Fort Garry Campus)
Winnipeg, Manitoba R3T 5V4
Divya.Ramachandran@umanitoba.ca
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 a study of influencer-driven philanthropy and a multimethod investigation into the sharing economy and online 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.
Kopalle, P.K., Lehmann, D.R., Ramachandran, D., & Wetzels, R. (2025). Journal of Business Research Publications 1973–2024: Topics, methodological approaches, data, and analyses conducted. Journal of Business Research, 194, 115360.
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.
In 2015, the United Nations identified 17 Sustainable Development Goals (SDGs) as a shared framework to address urgent global challenges, from poverty reduction to environmental sustainability. This scholar’s research advances knowledge and contributes to impact in the following SDG(s):
