Kiran Pedada

Kiran Pedada is The Associates Fellow in Marketing and Inclusive Business and Associate Professor of Marketing at the Asper School of Business at the University of Manitoba. Previously, he was an Assistant Professor of Marketing and BAT Research Fellow at the Indian School of Business (ISB). In Fall 2018, he was a Visiting Scholar in Marketing at the Kenan-Flagler Business School, at the University of North Carolina - Chapel Hill. Kiran has also served as a faculty member of the Goldman Sachs 10,000 Women Ambassadors Program. 

At ISB, Kiran was voted "Teacher of the Year" for both 2020 and 2021. BusinessBecause named him one of the MBA Professors to Look Out For in 2020. 

Kiran's research is centered on Marketing Strategy, with a focus on the financial and social impact of marketing, marketing organization, marketing strategies for digital environments, and emerging markets. His research has been published in premier academic journals such as the Journal of Marketing Research, Journal of the Academy of Marketing Science and International Journal of Research in Marketing, as well as in practitioner journals such as California Management Review and Management and Business Review. His research has also been featured in Forbes, Fortune, and CNN. Kiran co-authored multiple cases on marketing and digital transformation that are available at Harvard Business Publishing. He is a member of the Editorial Review Boards of the Journal of the Academy of Marketing Science and the Journal of Business Research. Kiran also serves on the Management and Productivity Committee of the Bureau of Indian Standards, The National Standards Body of India. 

Kiran earned his Ph.D. in Business Administration (Marketing) from the Rawls College of Business at Texas Tech University, where he won the 2017 Helen Devitt Jones Excellence in Graduate Teaching Award. His doctoral dissertation on international marketing alliance dissolutions in emerging markets won the prestigious 2019 AMS Mary Kay Inc. Doctoral Dissertation Award. Prior to pursuing his Ph.D., Kiran worked in management consulting and corporate strategy.

• Marketing strategy for emerging markets 
• Marketing strategy for Digital Environments
• Value delivery in resource-constrained environments

• Marketing strategy
• Emerging markets
• Digital Strategy
• Resource-constrained environments

Mallapragada, Girish, Raghu Bommaraju, Alok Kumar, and Kiran Pedada (2025), "To Acquire or to Ally? The Impact of Strategic Emphasis on Governance Mode Choice" Journal of Marketing Research

Singha, Sumanta, Kiran Pedada, Pradeep Racherla, and Srinivas Pingali (2025), "Unveiling the Metaverse: A Comparison of Multiple Environments" Decision Support Systems

Misra, Shekhar, Kiran Pedada, Ben Lee, Raj S Agnihotri, and Ashish Sinha (2025), "Media Sentiments and Firm's Sales Growth: The Moderating Role of Offering Characteristics" European Journal of Marketing

Chatterjee, Aindrila, Amit J. Chauradia, and Kiran Pedada (2024), "Rural Women Microentrepreneurs, Consumer Acquisition, and Value Delivery: Evidence from a Quasi-Experiment in Rural India" Journal of the Academy of Marketing Science

Nim, Nandini, Kiran Pedada, and Kelly Hewett (Forthcoming), “Digital Marketing Ecosystems and Global Marketing Expansion: Current State and Future Research Agenda,” International Marketing Review 

Manjunath, Chandana, Manjunath Padigar, and Kiran Pedada (2024), “The Role of Digital Orientation and Strategic Emphasis in Creating Brand Competitiveness,” Journal of Retailing and Consumer Services 

Iurkov, Viacheslav, Mariia Koval, Shekhar Misra, Kiran Pedada, and Ashish Sinha (2024), “Impact of ESG Distinctiveness in Alliances on Shareholder Value,” Journal of Business Research 
*The authors are listed in alphabetical order and contributed equally. 

Pingali, Srinivas, Sumanta Singha, S. Arunachalam, and Kiran Pedada (2023), “Digital Readiness of Small and Medium Enterprises in Emerging Markets: The Construct, Propositions, Measurement, and Implications,” Journal of Business Research 
*All authors contributed equally

Sinha, Ashish, Prakash Bagri, Kiran Pedada, and Rajendra Srivastava (2023), "Is Social E-commerce the Future of Online Shopping?," Management and Business Review* 

*Management and Business Review is co-sponsored by leading business schools from around the world (https://mbrjournal.com/about-mbr/)

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, 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 

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.        

Atomberg Technologies: Leveraging Digital Marketing to Accelerate Its Omnichannel Strategy 

Private Label Strategy at Amazon: Conflict Between Ethics, Seller Relationships, And Profitability

Revitalizing a Legacy Brand from the Past to the Future

Rebuilding a Software Product with User-Centric Design

Customer Service through Service Robots

Managing Luxury Service on Conversational Commerce

Pingali, Srinivas, Kiran Pedada, S. Arunachalam, Sumanta Singha (2023), “How to Make Indian SMEs Digital-ready?” Fortune India. 

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 Marketing” Forbes India.

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

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):