1. IIMB-

Mukherjee, Prithwiraj

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Full Name
Mukherjee, Prithwiraj
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Prithwiraj Mukherjee
 
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Prithwiraj Mukherjee
 
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Biography
Prithwiraj Mukherjee teaches marketing management and marketing research at various programs including the MBA, PhD and executive education. His interests lie in behavioral decision making, agent-based models, digital marketing and new product development. He uses a variety of methods in his research, including mathematical modeling, lab experiments and computer simulations. He has done executive education sessions at IIM Bangalore for companies like Syntel, Novo Nordisk, Deloitte and HEC-Paris, apart from teaching in IIM Bangalore’s open certificate programs. He has also taught marketing management during his PhD days at ESSEC in Cergy-Pontoise, France. He received a PhD in Marketing from ESSEC (awarded jointly with the University of Cergy-Pontoise), France, a masters in Chemical Engineering from the Indian Institute of Science Bangalore and a bachelors in Chemical Engineering from the National Institute of Technology Karnataka, Surathkal. Prithwiraj has previously worked as a programmer at Oracle and a proc
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Publications

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Issue DateTitleSub-TitleAuthor(s)Journal NameVolume NumberIssue NumberPages
127-Sep-2016Cauvery dispute: The importance of dimensional analysis-Mukherjee, Prithwiraj LiveMint
22022Did clickbait crack the code on virality?-Mukherjee, Prithwiraj ; Dutta, Souvik ; De Bruyn, Arnaud Journal of the Academy of Marketing ScienceVol.50Iss.3482-502p.
32023Platform exploitation in the sharing economy-Anand, Abhinav ; Dutta, Souvik ; Mukherjee, Prithwiraj Operations Research LettersVol.51Iss.147-53p.