Praneet Randhawa, Ph.D.
Dean Clifford C. James Chair for Distinguished Teaching
Department of Marketing and Entrepreneurship
- Ph.D., Michigan State University
- M.S., Michigan State University
- Post Graduate Diploma, Annamalai University, India
- B.S., Institute of Hotel Management, India
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.
My research primarily centers on understanding customer and managerial issues in marketing with special emphasis on the following topics: Services Marketing, Customer Experience Management, Innovation and New Product Development.
Refereed Journal Articles
Randhawa, P., Kim, M., & Cichy, R. (2016). Service Innovations: What the Managers Believe and What the Customers Say. Journal of Hospitality Marketing and Management. July(24), 1-21.
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. 27(2), 99-122.
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. 68(11), 2395-2403.
Clay, V., White, R., McCall, M., & Randhawa, P. (2015). Fool's Gold? Assessing the Impact of the Value of Airline Loyalty Programs on Brand Equity Perceptions and Share of Wallet. Cornell Hospitality Quarterly. 56(2), 202-212.
Randhawa, P., Kim, M., Voorhees, C. M., Cichy, R. F., Koenigsfeld, J., & Perdue, J. (2015). Hospitality Service Innovations in Private Clubs. Cornell Hospitality Quarterly. 57(1), 93-110.
Kirca, A. H., Randhawa, P., Talay, B., Akdeniz, B., & . (2020). The interactive effects of product and brand portfolio strategies on brand performance: Longitudinal evidence from the U.S. automotive industry. International Journal of Research in Marketing.
Cichy, R., Randhawa, P., Mathews, D., & . (2017). 5 Things Route Drivers Know That Help Your Business. Vending Market Watch.
Randhawa, P. Frontiers in Services, "The Relationship between Team Innovative Culture and Employee Career Satisfaction: Case of Frontline Employees," (2020).
Randhawa, P., Lee, H., Cichy, R. F., & . SERVSIG Conference, "The Moderating Impact of Workplace Friendship and Supervisory Interactional Justice on the Relationship Between Workplace Envy and Service Environment," Paris, France. (2018).
Contracts, Grants and Sponsored Research
Randhawa, Praneet , "Frontline Employee Relationship Dynamics" Sponsored by National Automatic Merchandising Association, Other, $8000. (2017).
Randhawa, Praneet , "2019 Summer REACH Research Award" Sponsored by Merrick School of Business, The University of Baltimore, $4500. (2019).