Arvind Rangaswamy

Arvind Rangaswamy Photo


Anchel Professor of Marketing

481 Business Building
The Smeal College of Business

Penn State University

University Park, PA  16802

Phone: (814) 865-1907
Fax: (814) 865-3015
Home Page:




Professor Rangaswamy joined Penn State in 1993. He has previously been a faculty member at the Wharton School, University of Pennsylvania and at the J.L. Kellogg Graduate School of Management, Northwestern University.

From July 1, 2009 to December 31, 2012, he was the Senior Associate Dean for Research and Faculty. In this capacity, he chaired the Smeal College's Executive Committee, and was also responsible for all faculty affairs. In addition, he had oversight of the PhD program, the research centers, research programs, and the international and online strategies for the College.

His research is focused on developing concepts, methods and models to improve the efficiency and effectiveness of marketing using information technologies, an area in which he is internationally recognized. His recent research covers such topics as marketing modeling, online customer behavior, networked markets, and Internet business models. He currently teaches graduate courses in marketing engineering and e-Marketing.

He has published numerous professional articles in his areas of research. His articles have appeared in such leading journals as Marketing Science, Journal of Marketing Research, Management Science, Journal of Marketing, International Journal of Research in Marketing, Marketing Letters, Psychometrika, Information Systems Research, Multivariate Behavioral Research, and Journal of Economics and Statistics. He co-authored a successful book titled, Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, which has subsequently spawned several related books.

Dr. Rangaswamy has also consulted for several companies in the areas of marketing, marketing analytics, and e-Business. His recent consulting engagements have been at such companies as Abbott Labs, J.D. Power Associates, Pfizer, Xerox, and Unisys.  He serves on the advisory boards of M-Factor and Segmedica.

He was an Area Editor for Marketing Science (1998-2011) and currently serves on the editorial boards of Journal of Marketing, Journal of Interactive Marketing, International Journal of Intelligent Systems in Accounting, Finance, and Management, Journal of Service Research, and the Journal of Business-to-Business Marketing.

He is a Fellow of the IC2 Institute, and was an IBM Faculty Partner (2000-2001).  He is a co-founder of DecisionPro, Inc., a State College, PA company that develops practical leading-edge analytical approaches to address common marketing problems, such as segmentation, positioning, forecasting, resource allocation, and new product design.

Areas of Expertise

¨    Marketing Analytics

¨    Online Marketing

¨    e-Business

Recent Publications

For a complete listing of his research publications, go to My vita in pdf format. Listed below are some recent published research papers and books.

¨      Germann, Frank, Gary L. Lilien, and Arvind Rangaswamy (2013), “Performance Implications of Deploying Marketing Analytics.” Vol. 30, No. 2 (June), p. 114-128, International Journal of Research in Marketing.


¨      Lilien, Gary L., Arvind Rangaswamy and Arnaud De Bruyn (2013), Principles of Marketing Engineering, Second Edition, published by DecisionPro, Inc. (


¨      Srinivasan, Raji, Gary L. Lilien. Arvind Rangaswamy, Gina A. Pingitore, and Daniel Seldin (2012), “The Total Product Design Concept and an Application to the Auto Market,” Journal of Product Innovation Management, Vol. 29, No. 3, p. 3-20.


¨      Clement, Michel, Arvind Rangaswamy, and Srikant Vadali (2012), “Consumer Responses to Legal Music Download Services that Compete with Illegal Alternatives,” Service Science, Vol. 4, No. 1, p. 4-23 (Lead article).


¨      Sorescu, Alina, Ruud T. Frambach, Jagdip Singh, Arvind Rangaswamy, and Cheryl Bridges (2011), “Innovations in Retail Business Models,” Journal of Retailing, 87S (1) S3-S16.


¨      Hennig-Thurau, Thorsten, Edward C. Malthouse, Christian Friege, Sonja Gensler, Lara Lobschat, Arvind Rangaswamy, and Bernd Skiera (2010), “The Impact of New Media on Customer Relationships,” Journal of Service Research, Vol. 13, No. 3 (August), p. 311-330.


¨      Puligadda, Sanjay, Rajdeep Grewal, Arvind Rangaswamy, and Frank R. Kardes (2010), “The role of idiosyncratic attribute evaluation in mass customization,” Journal of Consumer Psychology, Vol. 29, No. 3, (July), p. 369-380.


¨      Kayande, Ujwal, Arnaud De Bruyn, Gary L. Lilien, Arvind Rangaswamy, and Gerrit Van Bruggen (2009), “How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluations,” Information Systems Research, Vol. 20, No. 4 (December), p. 527-546.


¨      Rangaswamy, Arvind, C. Lee Giles and Silvija Seres (2009), “A Strategic Perspective on Search Engines: Thought Candies for Practitioners and Researchers.” Journal of Interactive Marketing, Vol. 23, No. 1 (February), p. 49-60.(10th Anniversary Special Issue).


¨      Srinivasan, Raji, Gary L. Lilien and Arvind Rangaswamy (2008), “Survival of high tech firms: The effects of diversity of product-market portfolios, patents, and trademarks.” International Journal of Research in Marketing, Vol. 25. No.2 (June), p. 119-128. Finalist for best paper award, 2008.


¨      Srinivasan, Raji, Gary L. Lilien and Arvind Rangaswamy (2006), “The Emergence of Dominant Designs,” Journal of Marketing, Vol. 70, No. 2, p. 1-17 (Lead article).


¨      Grissom, M.D., A.D. Belegundu, A. Rangaswamy, and G.H. Koopmann (2006), Conjoint-analysis-based multiattribute optimization: application in acoustical design,” Structural and Multidisciplinary Optimization, Vol. 31, No. 1 (January), p. 8-16.


¨      Steckel, Joel, Russ Winer, Randolph E. Bucklin, Benedict Dellaert, Xavier Drèze,  Gerald Häubl, Sandy Jap, John D.C. Little, Tom Meyvis, Alan Montogmery, and Arvind Rangaswamy (2005), “Choice in Interactive Environments,” Marketing Letters, Vol.16, No. 3-4 (December), p. 310-320.


¨      Srinivasan, Raji, Arvind Rangaswamy, and Gary Lilien (2005), “Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?, International Journal of Research in Marketing, Vol. 22, No. 2, p. 109-125. Won the best-paper award in IJRM for 2005.


¨      Rangaswamy, Arvind and Gerrit Van Bruggen (2005), “Opportunities and Challenges in MultiChannel Marketing: An Introduction to the Special Issue,” Journal of Interactive Marketing, Vol. 19, No. 2 (Spring), p. 5-11.


¨      Rangaswamy, Arvind and Gerrit Van Bruggen (2005), “Special Issue: Multichannel Marketing,” (Editors), Journal of Interactive Marketing, Vol. 19, No. 2 (Spring).


¨      Lilien, Gary L., Arvind Rangaswamy and Arnaud De Bruyn (2007), Principles of Marketing Engineering, Trafford Publishing, Victoria, BC, Canada.


¨      Lilien, Gary L. and Arvind Rangaswamy (2004), Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Revised Second Edition, Trafford Publishing, Victoria, BC, Canada.


¨       B.Tech, Indian Institute of Technology, Madras, India

¨       MBA, Indian Institute of Management, Calcutta, India

¨       PhD, Northwestern University, Evanston, Illinois