Research
Exploring the Dynamics of Consumer Behavior and Marketing Strategies
Venkatesh Shankar
Venkatesh (Venky) Shankar is an American marketing professor, consultant, and author. He is currently the Brierley Endowed Professor of Marketing and Academic Director of the Brierley Institute for Customer Engagement at Cox School of Business, Southern Methodist University.
He is widely recognized for his research in Marketing Strategy, Digital Strategy, International Marketing, Innovation, New Product Management, Pricing, Retailing, and Branding. His contributions have earned him the honor of having the Shankar-Spiegel Award named after him.
Leading AI & Marketing Research
1. Digital and Mobile Marketing: A significant portion of his work examines the impact of digital media and mobile technology on consumer behavior, marketing strategies, and retail. This includes studies on mobile apps, online and offline customer behavior, and online trust.
2. Marketing Strategy and Innovation: He has researched how firms can create and maintain a competitive advantage. This includes a notable paper on the “late mover advantage,” which looks at how innovative late entrants can sometimes outperform pioneers in the market.
3. Retailing and Customer Experience: He has published extensively on how technology is reshaping the retail landscape, from how artificial intelligence is changing customer experience to innovations in shopper marketing.
4. Multichannel Customer Management: His research explores how companies can effectively manage customer relationships across multiple channels, such as online, in-store, and call centers, and how these channels influence each other.
5. Service Innovation: He has studied how firms create new markets through service innovation and the relationship between service innovativeness and a firm’s value.
