Department of Marketing and Entrepreneurship
Praneet Randhawa joined University of Baltimore as an assistant professor of marketing at the Merrick School of Business in fall 2014. She holds a Ph.D. in business administration and a master’s in hospitality business from Michigan State University. Her research centers on understanding customer and managerial issues in services marketing, innovation, and new product development. Dr. Randhawa's research has been published or is forthcoming in Journal of Product Innovation Management, Journal of Business Research, Cornell Hospitality Quarterly, and other peer-reviewed outlets. Her research work has been funded by the Club Managers’ Association of America (CMAA) and the University of Baltimore’s Fund for Excellence. Dr. Randhawa teaches marketing management and consumer behavior courses at the undergraduate level.
Refereed Journal Articles
Chaudhuri, M., Calantone, R. J., & Randhawa, P. (2015). New Wine from Old Grapes: Innovation in the Eco-Friendly B2C Space. Journal of International Consumer Marketing.
Randhawa, P., Calantone, R., & Voorhees, C. M. (2015). The Pursuit of Counterfeited Luxury: An Examination of the Negative Side effects of close Consumer-Brand Connections. Journal of Business Research.
Randhawa, P., Kim, M., Voorhees, C. M., Cichy, R. F., Koenigsfeld, J., & Perdue, J. (2015). Service Innovations in Hospitality Industry. Cornell Hospitality Quarterly.
Calantone, R., Randhawa, P., & Voorhees, C. M. (2014). Break-Even Time on New Product Launches: An Investigation of its Drivers and Impact on Firm Performance. Journal of Product Innovation Management. 31(S1), 94-104.
Clay, V., White, R., McCall, M., & Randhawa, P. (2014). Fool's Gold? Assessing the Impact of the Value of Airline Loyalty Programs on Brand Equity Perceptions and Share of Wallet. Cornell Hospitality Quarterly.
Randhawa, P., Calantone, R. J., & Voorhees, C. M. (2014). The Role of Innovation in Relationship Marketing. Winter American Marketing Association.
Randhawa, Praneet , Cichy, Ronald , "Club Member Attraction and Retention" Sponsored by Club Managers Association of America, Private, $2500. (2014).
Randhawa, Praneet , "The Dynamics of Front-Line Service Employees: Impact on Service Delivery" Sponsored by Fund for Excellence, The University of Baltimore, $15000. (2014 - 2015).