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Praneet Randhawa, Ph.D.

Assistant Professor
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
  • Bio

    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.

  • Research Interests

    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.

  • Teaching Interests

  • Recent Publications

    Intellectual Contributions

    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.

    Calantone, R., Randhawa, P., & Voorhees, C. M. (2014). Break-Even Time on New Product Launches: An Investigation of the Drivers and Impact on Firm Performance. Journal of Product Innovation Management. 31(S1), 94-104.

    Conference Proceedings

    Randhawa, P., Calantone, R. J., & Voorhees, C. M. (2014). The Role of Innovation in Relationship Marketing. Winter American Marketing Association.

    Magazine/Trade Publication

    Cichy, R., Randhawa, P., Mathews, D., & . (2017). 5 Things Route Drivers Know That Help Your Business. Vending Market Watch.


    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 , Cichy, Ronald , "Club Member Attraction and Retention" Sponsored by Club Managers Association of America, Private, $2500. (2014 - 2016).

    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).