Dr. Pradeep Racherla

Professor School of Management emaiolsPradeep.racherla@mahindrauniversity.edu.in

Dr. Racherla is a Professor of Marketing and Head of the Department (Digital Technologies) at Mahindra University School of Management. He is a digital Transformation/Strategy consultant and trainer, and worked with several multi-national firms and start-ups in India and the United States.

Dr. Racherla is an empaneled ‘Visiting Professor’ for EMBA and Executive Education programs at Indian School of Business, XLRI, SPJain Global (Dubai & Singapore), and Greatlakes Institute of Management. He worked with SPJain Global to design a ‘Digital Marketing and Metrics’ PG Program that was launched in Mumbai and subsequently, Dubai.

Till 2015, he was the Director of Post-Graduate Programs at Woxsen School of Business, Hyderabad. Prior to joining Woxsen, he was the Gene Edwards Professor of Banking and Assistant Professor of Marketing at West Texas A&M University.

He received several awards and honors for his research and teaching. His 2015 research article was recognized as one of the Top 50 most downloaded and cited works across 500 business journals in the world (Emerald Citation of Excellence). In 2010 and 2011, he received the West Texas A&M University Research excellence award and the Texas A&M system teaching excellence award. Other awards include best doctoral researcher awards at Fox Business School.

Youtube Link: https://www.youtube.com/watch?v=24pkxsIh40A

Youtube Link: https://www.youtube.com/watch?v=of3Wz8plh-Y

Youtube Link: https://www.youtube.com/watch?v=eETaWsXUsn0

Education

  • Ph.D in Business Administration at Fox School of Business, Temple University
  • MBA from Sri Satya Sai Institute of Higher Learning
Experience

Till 2015, he was the Director of Post-Graduate Programs at Woxsen School of Business, Hyderabad. Prior to joining Woxsen, he was the Gene Edwards Professor of Banking and Assistant Professor of Marketing at West Texas A&M University. Prior to his stint in the United States, he was an entrepreneur who worked as a channel partner with Thermax Ltd.

As a consultant and a researcher, he has driven several projects and advised senior management with prestigious organizations such as Pepsi India, Nestle, USL (Diageo), Opera.com, Tripadvisor.com, Lockheed Martin, Usha Appliances and Philadelphia Wireless.

Publications

Selected publications

  • Racherla, P., & Nidumolu, R. (2021). " Digital Transformation at Nestle India: Rewiring the Enterprise for Digital India" ISB Case Study (Accepted).
  • Racherla, P., Furner, C., & Babb, J. (2015). " What we know and do not know about mobile app usage and stickiness: A research agenda" IJESMA, 7 (4) 1409-1430.
  • King, R., Racherla, P., & Bush, V. (2014) What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature. Journal of Interactive Marketing, 28 (3) 167-183. (Winner of ‘Emerald most highly cited and influential paper’ award)
  • Racherla, P. & Mandviwalla, M. (April, 2013). "Moving from Access to Use of the Information Infrastructure: A Multilevel Sociotechnical Framework" Information Systems Research, 24 (3) 709-730.
  • Racherla, P & Friske, W. (2012) “Perceived Usefulness of Online Reviews: An Investigation across Three Service Categories”, Electronic commerce Research and Applications, 11 (6) 548-569.
  • Racherla, P., Mandviwalla, M., & Connolly, D. (2012). Antecedents of Consumer Trust in Online Product Reviews. Journal of Consumer Behavior, 11 (2) 84-96.
  • Racherla, P., Connolly, D., & Christodoulidou, N. (2011). Unscrambling the Puzzling Matter of Online Consumer Ratings: An Exploratory Analysis. Cornell Center for Hospitality Research, 11 (16), 6-15.
  • Wattal, S., Racherla, P., & Mandviwalla, M. (2010). Network Externalities and Technology Usage: A Quantitative Analysis of Corporate Blogs. Journal of Management Information Systems, 27 (1), 145-174.
  • Racherla, P. & Hu, C. (2010). Collaborations in Tourism: A Social Network Perspective. Annals of Tourism Research, 23(4) 163-172.
  • Racherla, P. & Hu, C. (2009). A Framework for Knowledge-based Crisis Management in the Hospitality and Tourism Industry. Cornell Hospitality Quarterly, 50 (4), 561-577.
Research

Dr. Racherla’s main areas of expertise are:

  • Digital transformation,
  • Digital and social media marketing,
  • Ecommerce business models
  • Marketing research and analytics

Currently, he is working on research projects related to digital innovation, go-to-market strategy, and neuro-marketing