• Kiran Pedada 2022
  • Assistant Professor of Marketing and F. Ross Johnson Fellow 

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


Kiran Pedada is an Assistant Professor of Marketing and F. Ross Johnson Fellow at the Asper School of Business at the University of Manitoba. Recently, he was on the faculty at the Indian School of Business (ISB). He has been a Visiting Scholar in Marketing at UNC Kenan-Flagler Business School in Fall 2018. Kiran has also been on the faculty of the Goldman Sachs 10,000 Women Ambassadors Programme. 

Kiran focuses on two streams of research - interfirm relationships and growth and marketing transformation for digital environments. His research has been published in premier academic journals such as the Journal of the Academy of Marketing Science and International Journal of Research in Marketing, and practitioner journals such as Management and Business Review and California Management Review. His research has been featured in Forbes, Fortune, and CNN. Kiran co-authored multiple cases on marketing and digital transformation that are available at Harvard Business Publishing. His doctoral dissertation on international marketing alliance dissolutions in emerging markets won the 2019 AMS Mary Kay Inc. Doctoral Dissertation Award. At ISB, he has received the ISB Junior Faculty Research Award. BusinessBecause named him one of the MBA Professors to Look Out For in 2020.  

In June 2023, Kiran accepted an invitation to join the join the Editorial Review Board (ERB) of the Journal of the Academy of Marketing Science (JAMS), a premier journal in the field of marketing and an FT 50 journal. 

Kiran earned his Ph.D. in Business Administration (Marketing) from the Rawls College of Business at Texas Tech University. At Texas Tech University, he has won the 2017 Helen Devitt Jones Excellence in Graduate Teaching Award. Prior to getting his Ph.D., Kiran worked in management consulting and corporate strategy.

Journal Publications

Pingali, Srinivas, Sumanta Singha, S. Arunachalam, and Kiran Pedada (Forthcoming),  "Digital Readiness of Small and Medium Enterprises in Emerging Markets: The Construct, Propositions, Measurement, and Implications," Journal of Business Research 
All authors contributed equally.

Misra, Shekhar, Kiran Pedada, and Ashish Sinha (2022), "A Theory of Marketing's Contribution to Customers' Perceived Value," Journal of Creating Value 
Invited article.

Sinha, Ashish, Prakash Bagri, Kiran Pedada, and Rajendra Srivastava (Forthcoming), "Ecommerce Disrupted: Is Social Ecommerce the Future of Online Shopping?," Management and Business Review

Sinha, Ashish, Kiran Pedada, Anish Purkayastha, Rajendra Srivastava, and Sandeep Balani (2022), "Digital Transformation as Disruptive Strategy: Using Data and Disruptive Technology to Unlock Growth, Build Resilience, and Create Shareholder Value," California Management Review

Hewett, Kelly, Tomas Hult, Murali Mantrala, Nandini Nim, and Kiran Pedada (2022), "Cross-Border Marketing Ecosystem Orchestration: A Conceptualization of its Determinants and Boundary Conditions," International Journal of Research in Marketing 

Pedada, Kiran, Manjunath Padigar, Ashish Sinha, and Mayukh Dass (2021), "Developed Market Partner’s Relative Control and the Termination Likelihood of an International Joint Venture in an Emerging Market," Journal of Business Research 

Pedada, Kiran, S. Arunachalam, and Mayukh Dass (2020), “A Theoretical Model of the Formation and Dissolution of Emerging Market International Marketing Alliances,” Journal of the Academy of Marketing Science 

Published Reports

Pedada, Kiran, Venkatesh Shankar, and Mayukh Dass (2018), “Negotiating International Marketing Joint Venture Dissolutions in Emerging Markets,” ISBInsight, Jan-Jul 2018, Indian School of Business.

Hanson, Nicole and Kiran Pedada (2014), “The Future of Marketing in a Multi-channel and Multi-screen World,” Marketing Science Institute Report No.14-302, Cambridge, MA: Marketing Science Institute. 

Pedada, Kiran and Kutti Krishnan (2011), “Marketing in Emerging Economies,” Marketing Science Institute Report No.10-305, Cambridge, MA: Marketing Science Institute.         

Published Cases

Summaries of Research & Thought Leadership Articles

Pingali, Srinivas, Atreya, Srinivas, Singha, Sumanta, and Kiran Pedada (2022). Unleashing the Power of the Industrial Metaverse through Extended Reality and AI. Forbes India.

Agarwal, Parivesh, and Kiran Pedada (2021), “Timing, Sensitivity, and Wit: Cornerstones of Moment MarketingForbes India.

Pingali, Srinivas, and Kiran Pedada (2021), “Not Just a Throwback of Throwbacks - The Evolving Face of Nostalgia MarketingForbes India.

Pedada, Kiran, and Saurav Petwe (2020), “Is Business-to-Everyone (B2E) the Future of B2B?Forbes India.

Arunachalam, S., Srinivas Pingali, and Kiran Pedada (2020), “Too Small to Serve to Too Large to Ignore: SMEs, the New Frontier for Digital Vendors,” Forbes India.

Pedada, Kiran, S. Arunachalam, and Mayukh Dass (2020), “Can International Marketing Alliances in Emerging Markets be a Source of Competitive Advantage?,Forbes India.

Pedada, Kiran and Surbhi Gupta (2019), “How Acquiring Developed Market Brands Can Help Emerging Market Firms?,” Fortune India.
Pedada, Kiran (2019), “To Win in the Indian Market, Global Firms Can Leverage International Marketing Alliances,” Fortune India.