FPM, IIM Bangalore, 2016; PGDM, IIM Kozhikode, 2012

Academic Positions

• Assistant Professor, IIM Kozhikode, 2016 December-
• Assistant Professor, IIM Tiruchirappalli, 2016 April-2016 December

Awards

• 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

Conferences, Seminars & Talks

• American Marketing Association Conferences (AMA): 2015 winter, 2015 summer, 2016 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

Research Areas

Praveen Sugathan specializes in the firm-customer interfaces which are facilitated by new technologies and media. His current research includes investigating customer responses after co-creation, how customers spread and engage with word-of-mouth, and customer perception of realism in creative products. He is also interested in customer and marketing analytics.

Significant Publications

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

Teaching

• Marketing Research
• Customer Analytics
• Strategic Marketing
• Customer Relationship Management