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)
