Preyas S. Desai

Curriculum Vitae

Address: The Fuqua School of Business, Duke University, 100 Fuqua Drive, Box 90120, Durham, NC 27708-0120

Email: desai@duke.edu | preyas.desai@outlook.com

Phone: +1.919.660.2893 (w) | +1.919.538.4933 (m)

Education

Ph.D., Carnegie Mellon University
M.S., Carnegie Mellon University
M.B.A., Gujarat University
B.E., Gujarat University

Employment

Fuqua School of Business, Duke University

Senior Associate Dean for Faculty Affairs 2020–2021
Senior Associate Dean for Digital Education 2017–2020
Spencer R. Hassell Professor of Business Administration 2010–present
Professor of Business Administration (with tenure) 2005–present
Associate Professor of Business Administration (with tenure) 2002–2005
Associate Professor of Business Administration 1999–2002
Assistant Professor of Business Administration 1997–1999

Krannert Graduate School of Management, Purdue University

Assistant Professor of Management 1992–1997

University Service and Leadership

Senior Associate Dean for Faculty Affairs (2020–2021)

Responsible for planning and coordinating faculty hiring, promotion, and tenure activities; oversee faculty development for research and teaching; conduct annual reviews of the faculty; chair the committee of area coordinators.
Work with the program deans and area coordinators to finalize the teaching schedule for all programs for the regular rank faculty.
Budget responsibilities for faculty salaries, research and teaching funds, faculty computing equipment, RA/TA support and other related faculty items.
Oversee the Ph.D. program, the school library, and all the school centers.
Oversee the school's EdTech resources, including service delivery and innovation.
Academic and operations head of Online MS in Quantitative Management programs.

Senior Associate Dean for Digital Education (2017–2020)

Academic and operations head of Online MS in Quantitative Management programs.
End-to-end responsibility for all aspects of program launches.
Oversee program design, curriculum development, content creation, and program delivery.
Lead and coordinate all activities for Coursera specialization on Entrepreneurial Finance.

Other Administrative Work

Duke University Honorary Degree Committee, 2018–2021
Duke University Academic Committee on Online Education, 2019, 2012–2014
Chair, Fuqua School of Business MQM Online Committee, 2017
Duke University Appointments, Promotion and Tenure Committee, 2017–2018
Co-chair, Fuqua School of Business Distinguished Professorship Committee, 2017
Duke University Academic Council, 2023–24, 2017–2018, 2012–2014
Area Coordinator, Marketing, Fuqua School of Business, 2009–2012
Dean's Faculty Advisory Committee, Fuqua School of Business, 2011–2013, 2005–2007
Ph.D. Coordinator for Marketing Area, Fuqua School of Business, 2002–2006

Professional Service and Leadership

President, INFORMS Society for Marketing Science (ISMS), 2026–2027.
Chair, Marketing Science Editor Search Committee, 2024.
Co-Chair, Summer Institute in Competitive Strategy, UC Berkeley, 2023.
Chair, INFORMS Society of Marketing Science Fellows Selection Committee, 2021.
Advisory Board, Marketing Science, 2016–present.
Marketing Science Institute (MSI) Scholars Conference Organizing Committee, 2018.
Chair, INFORMS Society of Marketing Science New Journal Committee, 2017.
Associate Editor, Journal of Marketing Research, 2016–2017.
Editor-in-Chief, Marketing Science (two terms), 2011–2015.
Departmental Editor, Management Science (Marketing department), 2009–2011.
Area Editor, Marketing Science, 2007–2010.
Associate Editor, Management Science (Marketing department), 2004–2009.
Associate Editor, Quantitative Marketing and Economics, 2004–2010.
V.P. Meetings, INFORMS Society for Marketing Science, 2007–2009.
Co-host, Ph.D. Workshop on Theory Rich Marketing Models, 2007.
Conference organizing committee, The Future of Distribution Channels Modeling, 2006.
Conference organizing committee, Quantitative Marketing and Economics Conference, 2004, 2005.

Academic Honors

Plenary speaker, Workshop in Management Science in Chile, 2023.
Fellow, INFORMS Society for Marketing Science (ISMS), 2018.
American Marketing Association Doctoral Consortium Faculty Fellow, 2002, 2009, 2011–2013, 2015, 2019.
ISMS Doctoral Consortium Faculty Fellow, 2009–2015, 2017.
Fuqua School of Business, The Bank of America Faculty Award (Highest Faculty Honor), 2014.
Keynote speaker, Albert Haring Symposium for Doctoral Research in Marketing, 2012.
Keynote speaker, UTD Frank Bass Frontiers of Research in Marketing Science Conference, 2011.
Finalist for ISMS Long Term Impact Award for the paper "'Let Me Talk to My Manager:' Haggling in a Competitive Environment," Marketing Science, 23, 2, 219-233 (coauthored with Debu Purohit), 2012, 2014.
Global Executive MBA Outstanding Professor of the Year, Fuqua School of Business, 2002.
Finalist for ISMS John D. C. Little Award for the paper, "Quality Segmentation in Spatial Markets: When Does Cannibalization Affect Product Line Design?" Marketing Science, 20(3), 265-283, 2001.
Finalist for ISMS John D. C. Little Award for the paper "Competition in Durable Goods Markets: The Strategic Consequences of Leasing and Selling," Marketing Science, 18(1), 42-58 (coauthored with Debu Purohit), 1999.
American Marketing Association Doctoral Consortium Student Fellow, 1991.
William L. Mellon Doctoral Fellowship, Carnegie Mellon University, 1988–1991.

Research

Research Interests: Marketing strategy, management of distribution channels, digital marketing, healthcare marketing, marketing of durable goods, segmentation and price discrimination.

Publications (Peer Reviewed)

Desai, Preyas and Pranav Jindal (2024), "Getting a Break in Bargaining?: An Upside of Time Delays," Marketing Science, 43(6), 1260-1278.

Desai, Preyas and Pranav Jindal (2024), "Better with Buy Now, Pay Later?: A Competitive Analysis," Quantitative Marketing and Analysis, 22, 23-61.

Desai, Preyas, Devavrat Purohit, and Bo Zhou (2018), "Allowing Consumers to Bundle Themselves: The Profitability of Family Plans?," Marketing Science, 37(6), 953-969.

Desai, Preyas, Devavrat Purohit, and Bo Zhou (2016), "The Strategic Role of Cross-Category Exchange Programs," Marketing Science, 35(1), 93-112.

Amaldoss, Wilfred, Preyas Desai and Woochoel Shin (2015), "Keyword Search Advertising and First-Page Bid Estimates: A Strategic Analysis," Management Science, 61 (3), 507-519.

Desai, Preyas, Woochoel Shin and Rick Staelin (2014), "The Company that You Keep: When to Buy a Competitor's Keyword," Marketing Science, 33 (4), 485-508.

Vernik, Dinah, Devavrat Purohit and Preyas Desai (2011), "Music Downloads and Flip Side of Digital Rights Management," Marketing Science, 30 (6), 1011-1027.

Desai, Preyas, Preethika Suresh and Anand Krishnamurthi (2010), "Call for Prices: Strategic Implications of Raising Consumers' Costs," Marketing Science, 29 (1), 158-174.

Desai, Preyas, Oded Koenigberg and Devavrat Purohit (2010), "Forward Buying by Retailers," Journal of Marketing Research, 47 (1), 90-102.

Amaldoss, Wilfred, Teck-Hua Ho, Aradhna Krishna, Preyas Desai, Ganesh lyer, Sanjay Jain, Noah Lim, John Morgan, Ryan Oprea, and Joydeep Srivasatava (2008), "Experiments on Strategic Choices and Markets," Marketing Letters, 19 (3), 417-429.

Desai, Preyas, Ajay Kalra and B.P.S. Murthi, (2008), "When Old is Gold: The Role of Business Longevity in Risky Situations," Journal of Marketing, 72(1), 95-107.

Desai, Preyas, Oded Koenigberg and Devavrat Purohit (2007), "A Research Note on the Role of Production Leadtime and Demand Uncertainty in Marketing Durable Goods," Management Science, 53(1), 150-158.

Bruce, Norris, Preyas Desai and Richard Staelin (2006), "Enabling the Willing: Consumer Rebates for Durable Goods," Marketing Science, 25(4), 350-366.

Narasimhan, C., C. He, E. Anderson, L. Brenner, P. Desai, D. Kuksov, P. Messinger, S. Moorthy, J. Nunes, Y. Rottenstreich, R. Staelin, G. Wu, J. Zhang (2005), "Incorporating Behavioral Anomalies in Strategic Models," Marketing Letters, 16(5), 361-373.

Bruce, Norris, Preyas Desai and Richard Staelin (2005), "The Better They Are, the More They Give: Trade Promotions of Consumer Durables," Journal of Marketing Research, 42(1), 54-66.

Desai, Preyas and Devavrat Purohit (2004), "Let Me Talk to My Manager: Costs and Benefits of Haggling," Marketing Science, 23(2), 219-233.

Desai, Preyas, Oded Koenigsberg and Devavrat Purohit (2004), "Strategic Decentralization and Channel Coordination," Quantitative Marketing and Economics, 2(1), 5-22. (Lead article)

Desai, Preyas and V. Padmanabhan (2004), "Durable Good, Extended Warranty and Channel Coordination," Review of Marketing Science, Vol 2, Art 2.

Desai, Preyas (2001), "Quality Segmentation in Spatial Markets: When Does Cannibalization Affect Product Line Design?," Marketing Science, 20(3), 265-283. (Finalist for John D. C. Little award.)

Desai, Preyas, Sunder Kekre, Suresh Radhakrishanan, and Kannan Srinivasan (2001), "Product Differentiation and Commonality in Design: Balancing Revenue and Cost Drivers," Management Science, 47(1), 37-51.

Desai, Preyas (2000), "Multiple Messages to Retain Retailers: Signaling New Product Demand," Marketing Science, 19 (4), 381-389.

Desai, Preyas and Devavrat Purohit (1999), "Competition in Durable Goods Markets: The Strategic Consequences of Leasing and Selling," Marketing Science, 18(1), 42-58. (Finalist for John D. C. Little award.)

Desai, Preyas and Devavrat Purohit (1998), "Leasing and Selling: Optimal Strategies for a Durable Goods Firm," Management Science, 44 (11), S19-S34.

Desai, Preyas (1997), "Advertising Fee in Business-Format Franchising," Management Science, 43 (10) 1401-1419.

Murthi, B., Y. K. Choi and Preyas Desai (1997), "Efficiency of Mutual Funds and Portfolio Performance Measurement: A Non-parametric Approach," European Journal of Operational Research, 98(2), 408-418.

Desai, Preyas and Kannan Srinivasan (1996), "Aggregate Versus Product Specific Pricing: Implications for Franchise and Traditional Channels," Journal of Retailing, 72(4), 357-382.

Chu, Wujin and Preyas Desai (1995), "Channel Coordination Mechanisms for Customer Satisfaction," Marketing Science, 14 (4), 343-359. (Lead article)

Desai, Preyas and Kannan Srinivasan (1995), "Demand Signalling Under Unobservable Effort in Franchising: Linear and Non-Linear Contracts," Management Science, 41 (10), 1608-1623.

Selected Marketing Science Editorials

Desai, Preyas, Fred Feinberg, Ganesh lyer, K. Sudhir, Russ Winer (2014), "Editorial—New Editorial Structure for Marketing Science," Marketing Science, 33 (2), 163-164.

Desai, Preyas (2013), "Editorial—Marketing Science Replication and Disclosure Policy," Marketing Science, 32 (1), 1-3.

Desai, Preyas, John Deighton, Ross Rizley, and Susan Keane (2012), "Editorial: Introducing Marketing Science Institute Research Priorities to Marketing Science," Marketing Science, 31 (6), 873-877.

Desai, Preyas, David Bell, Gary Lilien, and David Soberman (2012), "Editorial—The Science-to-Practice Initiative: Getting New Marketing Science Thinking into the Real World," Marketing Science, 31 (1), 1-3.

Desai, Preyas (2011), "Editorial—Marketing Science: Marketing and Science," Marketing Science, 30 (1), 1-3.

Chintagunta, Pradeep and Preyas Desai (2011), "Introduction to the Special Issue on Marketing Within the Enterprise and Beyond," Management Science, 57 (9), 1511.

Working Papers

"Reactive Marketing and the Co-production of (In)authenticity," (with Jessie Liu).
"Social Persuasion in Difficult Medical Testing Decisions," (with Janet Schwartz and Mary Frances Luce).
"Driving Down Drug Prices: How and When Can Formularies Help?" (with Tony Cui and Huihui Whang).
"Pharmaceutical Distribution through PBMs: Impact of Insurance Plans Heterogeneity," (with Tony Cui).
"Quantity Discounts in Developed and Emerging Markets," (with Sameer Mathur and Kannan Srinivasan).
"Pricing and Inventory Competition between New and Old Technologies," (with Fernando Bernstein and Dinah Vernik).
"Putting Context Effects in Context: The Impact of Store Positioning and Competition on Extremeness Aversion," (with John Lynch and Rob Tanner).
"The Use of Multiple Price Responses to Competitive Product Launches in a Durable Market," (with Bruce Norris and Richard Staelin).
"Automobile Leasing: Affordability, Convenience and Reliability," (with Shailendra Mehta).

Teaching

Teaching Interests: Marketing Management, Marketing Strategy, Marketing Analytics, Healthcare Marketing, Government and Business.

Courses Taught:

Marketing Management (Daytime MBA, Global Executive MBA, Cross Continent MBA, Weekend MBA, MQM)
Global Institutions and Environment (Daytime MBA)
Global Markets and Institutions (Cross Continent MBA)
Healthcare Marketing (Daytime MBA)
Marketing of High-Technology Products (Daytime MBA)
Product Management (Daytime MBA)

Ph.D. Supervision (With First Placements)

Huihui Wang (Electronic Arts), co-chair
Bo Zhou (University of Maryland), co-chair
Woochoel Shin (University of Florida), co-chair
Dinah Vernik (Rice University), co-chair
Oded Koenigsberg (Columbia University), co-chair
Norris Bruce (University of Texas, Dallas), co-chair
Ning Li (University of Delaware), committee member
Eyal Biyalogorsky (University of California, Davis), committee member
Narayan Das (Harvard Business School), committee member
Piyush Kumar (University of Georgia), committee member