Paddy Padmanabhan

V. “Paddy” Padmanabhan is a Professor of Marketing and the Unilever Chaired Professor of Marketing at the INSEAD Asia campus. He is the Academic Director of the Emerging Markets Institute.

Prior to joining INSEAD, Professor Padmanabhan was the John K. and Ellen A. Wallace Distinguished Professor of Marketing at the Olin School of Business, Washington University (1998-2002), and an Associate Professor of Marketing and the Fletcher Jones Faculty Fellow at the Graduate School of Business, Stanford University (1990-1998). He has served as a visiting professor at the Kellogg Graduate School of Management, Northwestern University, and INSEAD (Europe campus).

Professor Padmanabhan directs the Leading Business Transformation in Asia, the Leading Effective Sales Force programme, the INSEAD Leadership Programme for Senior Executives - India, and the Certificate in Business Acumen programme.

His current research focuses on business opportunities and challenges in the developing economies, economic crises and their implications, pricing and supply chain management. He is among the top 250 most highly-cited scholars in the world in the field of economics and business. His research has received numerous awards including the recognition in the Ten Most Influential Papers of Management Science's First Fifty Years (1954-2004). He has consulted, delivered Executive Education courses, and acted as an expert witness for various companies, ranging from multinationals (e.g., Hewlett Packard, Nokia, Syngenta, Coca-Cola, Lufthansa, Monsanto, Target, Japan Tobacco, Westpac, OCBC, etc.) to start-ups across Asia, North and South Americas, and Europe.

Research Areas

Applied Microeconomics and Game Theory, Pricing, Retailing, Distribution Channels and Supply Chain Management, Services Marketing and Management

Teaching Areas

Retailing, Contemporary Channels of Distribution, Services Marketing and Management, Marketing Management

Publications

• Woodward I. C., Padmanabhan V. (., Hasija S., Charan R. (2020). The Phoenix Encounter Method: Lead Like Your Business Is on Fire!.

• Woodward I. C., Padmanabhan V. (., Hasija S., Charan R. (2020). Disrupt Your Own Business First: Planning the Future for Your Company Begins With Knowing How to Destroy It. MIT Sloan Management Review, 62(1)

• Wu Y., Zhang K., Padmanabhan V. (. (2018). Matchmaker Competition and Technology Provision. Journal of Marketing Research, 55(3)

• Zhang K., Evgeniou T., Padmanabhan V. (., Richard E. (2012). Content Contributor Management and Network Effects in a UGC Environment. Marketing Science, 31(3)

• Dutt P., Padmanabhan V. (. (2011). Crisis and Consumption Smoothing. Marketing Science, 30(3)

• Coughlan A., Choi S. C., Chu W., Desai P. S., Ingene C. A., Moorthy S., Soberman D. A., Padmanabhan V. (., Zhang Z. J., Staelin R., Raju J. S. (2010). Marketing Modeling Reality and the Realities of Marketing Modeling. Marketing Letters, 21(3)

• Che H., Narasimhan C., Padmanabhan V. (. (2010). Leveraging Uncertainty through Backorder. Quantitative Marketing and Economics, 8(3)

• Tsetlin I., Van Zandt T., Padmanabhan V. (. (2010). Setting Price or Quantity: Depends on what the Seller is More Uncertain About. Quantitative Marketing and Economics, 8(1)

• Che H., Narasimhan C., Padmanabhan V. (. (2010). Configure-to-Order and Channel Coordination. Quantitative Marketing and Economics, 8(3)

• Wang Y., Bell D., Padmanabhan V. (. (2009). Manufacturer-owned Retail Stores. Marketing Letters, 20(2)

• Padmanabhan V. (., Seetharaman P. B., Niraj R. (2008). Research Note - A Cross-Category Model of Households' Incidence and Quantity Decisions. Marketing Science, 27(2)

• Seetharaman P. B., Chan T., Padmanabhan V. (. (2007). An Econometric Model of Location and Pricing in the Gasoline Market. Journal of Marketing Research, 44(4)

• Iyer G., Padmanabhan V. (. (2006). Internet Based Service Institutions: a Comment on 'Marketing Models of Service and Relationships by Rust & Chong.. Marketing Science, 25(6)

• Padmanabhan V. (., Png I. P. L. (2004). Reply: Do Returns Policies Intensify Retail Competition. Marketing Science, 23(4)

• Desai P. S., Padmanabhan V. (. (2004). Durable Goods, Extended Warranty and Channel Coordination. Review of Marketing Science, 2(1)

• Lee H. L., Whang S., Padmanabhan V. (. (2004). The Bullwhip Effect: Reflections. Management Science, 50(12)

• Fionna U., Padmanabhan V. (. (2004). Airpork - From Zero to Hero: What Next? .

• Iyer G., Padmanabhan V. (. (2003). Contractual Relationships and Coordination in Distribution Channels.

• Bell D., Iyer G., Padmanabhan V. (. (2002). Price Competition under Stockpiling and Flexible Consumption. Journal of Marketing Research, 39(3)

• Padmanabhan V. (., Iyer G., Chen Y. (2002). Referral Intermediaries and Retail Competition. Marketing Science, 21(4)

• Sarvary M., Padmanabhan V. (. (2001). The Informational Role of Manufacturer Returns Policies: How They Can Help in Learning the Demand. Marketing Letters, 12(4)

• Lee H. L., Padmanabhan V. (., Taylor T., Whang S. (2000). Price Protection in Personal Computer Industry. Management Science, 46(4)