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B.Tech (IET Ropar)

MBA (Thapar University, Patiala)

Ph.D. IIM Mumbai (Formerly NITIE)

 

Prof. (Dr.) Gaganpreet Singh

Professor & Dean, Office of Academic Planning, Co-ordination and Interdisciplinarity & Controller of Examinations

Email gaganpreet@jgu.edu.in
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ORCID ID 0000-0002-2807-2511
Key Expertise Impact of New Age Technologies on Marketing; #Innovation Resistance; #Pricing; # Customer Experience

B.Tech (IET Ropar)

MBA (Thapar University, Patiala)

Ph.D. IIM Mumbai (Formerly NITIE)

 

Biography

Gaganpreet Singh is Professor of Marketing, Controller of Examinations, and Dean – Academic Planning, Co-ordination and Interdisciplinarity at O.P. Jindal Global University (JGU), India. He holds a PhD from IIM Mumbai (formerly NITIE, Mumbai).

His teaching interests include Marketing Management, Services Marketing, and Pricing for Profits. His research interests focus on the intersection of marketing and emerging technologies, particularly understanding how new-age technologies influence marketing practices, consumer behaviour, and business decision-making.

His research has been published in leading international journals, including European Journal of Marketing, Tourism Management Perspectives, Journal of Business Research, Technological Forecasting and Social Change, Technovation, Information Systems Frontiers, Journal of Services Marketing, Journal of Marketing Management, Journal of Strategic Marketing, Journal of Consumer Behaviour, Australasian Marketing Journal, Australasian Journal of Information Systems, and Electronic Commerce Research, among others.

He is also an active case researcher and writer, with teaching cases published by Ivey Publishing, several of which have been recognised as global bestsellers. His case-writing work has received multiple grants from UNSW, Australia.

In addition to his teaching and research, he has held several academic leadership positions at JGU, contributing to academic planning, interdisciplinary initiatives, institutional coordination, and examination administration.

Case Writing Awards
2018-2019 
  • Awarded 17th position in the annual best seller list for the case study titled “Apple Watch: Managing Innovation Resistance” by Ivey Publishing.
2020-2021 
  • Awarded 9th position in the annual best seller list for the “Nestle Maggi: Pricing and repositioning of recalled product” case study by Ivey Publishing.
2021-2022
  • Awarded 2nd position in the annual best seller list for the “Apple Watch: Managing Innovation Resistance” case study by Ivey Publishing.
  • Awarded 5th position in the annual best seller list for the “United Airlines Service Recovery Challenge after Reputation Meltdown” case study by Ivey Publishing.
  • Awarded 10th position in the annual best seller list for the “Nestle Maggi: Pricing and repositioning of recalled product” case study by Ivey Publishing.
2022-2023
  • Awarded 25th position in the annual best seller list for the case study titled “Pepperfry.com: Marketing to Manage Customer Experience” by Ivey Publishing
Research Excellence Award
  • Research Excellence Award, OP. Jindal Global University (JGU), India (2018)
  • Research Excellence Award, OP. Jindal Global University (JGU), India (2021)
  • ANZMAC Low and Middle-Income Early Career Asia/Asia-Pacific Country Scholarship 2015
  • Case writing grant by University of New South Wales (UNSW), Australia (A$ 1,600)- December 2016
  • Case writing grant by University of New South Wales (UNSW), Australia (A$ 8,000)- December 2017

Roy, S. K; Singh G; Rasoolimanesh, S. M; Das, R; Tehrani, A. N (2026). Decision delegation to GenAI agents in travel planning: Responsible AI signals, delegation levels, and the transparency paradox, Tourism Management Perspectives, Volume 64,2026, (ABDC-A*).

Skinner, S; Sadeque, S; Singh, G; Roy, S. K; Quaddus, M. (2026). Customers’ disposition towards loyalty program engagement. European Journal of Marketing, 60(13) 857–899, doi: https://doi.org/10.1108/EJM-08-2024-0633(ABDC-A*).

Shabnam, S., Roy, S. K., Roten, Y. S., Singh, G., Suh, T., & Li, H. (2026). Transformative phygital service research (TPSR): an agenda for future research. Journal of Services Marketing, 1-17. (ABDC-A).

Singh, G., Roy, S. K., Apostolidis, C., Quaddus, M., & Sadeque, S. (2025). Identifying the Metaversal Value Recipe (s) Affecting Customer Engagement and Well-being in Retailing. Technological Forecasting and Social Change. (ABDC-A).

Qiu, X., Roy, S. K., Singh, G., & Gruner, R. L. (2025). Multi‐Technological Solutions for In‐Store Smart Retailing. Journal of Consumer Behaviour, 24(2), 919-935. (ABDC-A).

Roy, S. K., Tsao, H. Y., Lin, C. C., Singh, G., & Lo, H. Y. (2024). Do you love traveling to the beach or mountain? Predicting personality traits and choice behaviour. Journal of Strategic Marketing, 1–16. (ABDC-A).

Roy, S. K., Singh, G., Hollebeek, L. D., Shabnam, S., Japutra, A., van Doorn, S., ... & Appio, F. P. (2024). Smart service value: Conceptualization, scale development, and validation in the retailing context. Technovation, 137, 103097. (ABDC-A).

Bisleri—Marketing to Manage the Counterfeit Challenge, Marketing Case Studies in Emerging Markets: Contemporary Multi-industry Issues and Best-practices.

Roy, S. K., Singh, G., Sadeque, S., & Gruner, R. L. (2024). "Customer experience quality with social robots: Does trust matter?" Technological Forecasting and Social Change, 198, 123032. (ABDC-A)

Pee Safe: Multi-brand or Umbrella Branding. The Case Centre.

Roy, S. K., Singh, G., Gruner, R. L., Dey, B. L., Shabnam, S., Muhammad, S.

S., & Quaddus, M. (2023). "Relationship Quality in Customer-service Robot Interactions in Industry 5.0: An Analysis of Value Recipes." Information Systems Frontiers, 1-20. (ABDC-A)

Roy, S. K., Singh, G., Sadeque, S., Harrigan, P., & Coussement, K. (2023).

"Customer engagement with digitalized interactive platforms in retailing." Journal of Business Research, 164, 114001. (ABDC-A)

Roy, S. K., Japutra, A., Singh, G., & Chakraborti, R. (2023). "Decision comfort and student engagement in higher education." Journal of Marketing for Higher Education, 1-22. (ABDC-B)

Roy, S. K., Singh, G., Hatton, C., Dey, B., Ameen, N., & Kumar, S. (2022). "Customers’ motives to co-create in smart services interactions." Electronic Commerce Research, 1-34. (ABDC-A)

Roy, S. K; Sharma, A; Bose, S; Singh, G. (2022). "Consumer – brand relationship: A brand hate perspective." Journal of Business Research, 144, 1293-1304. (ABDC-A)

Walmart’s Jetblack: Managing Luxury Service on Conversational Commerce. Indian School of Business Publishing.

Margiotta Food & Wine: Customer Service through Service Robots. Indian School of Business Publishing.

Roy, S. K., Singh, G. (2021). "Circle the Wagons: Measuring the Strength of Consumers’ Brand Defense." Journal of Strategic Marketing. (ABDC-A)

Pandey, N., Jha, S., & Singh, G. (2020). "Promotion of green products on Facebook: insights from millennials." International Journal of Management Practice, 13(3), 275-294. (ABDC-C)

Shah, B., & Singh, G. (2021). "Can collaborative buffering strategies reduce distribution costs while improving product returns?: A case of an Asian e-retailer." Benchmarking: An International Journal. (ABDC-B)

Roy, S. K., Singh, G., & Shabnam, S. (2021). "Modelling Customer Engagement Behaviour in Smart Retailing." Australasian Journal of Information Systems, 25. (ABDC-A)

Shoes of Prey: Managing the Dark Side of Value Cocreation. Ivey Publishing.

Roy, S. K., Singh, G., Hope, M., Nguyen, B., & Harrigan, P. (2019). "The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation." Journal of Marketing Management, 35(15-16), 1480-1513. (ABDC-A)

Singh, G., & Pandey, N. (2019). "Revisiting green packaging from a cost perspective: The remanufacturing vs new manufacturing process." Benchmarking: An International Journal. (ABDC-B)

Bira 91: Setting New Prices in an Established Segment. Ivey Publishing.

United Airlines Service Recovery Challenge after Reputation Meltdown. Ivey Publishing. (Secured 5th position in the top 20 annual best sellers for 2021-2022)

Apple Watch: Managing Innovation Resistance. Ivey Publishing. (Secured 17th position in the top 20 annual best sellers for 2018-2019)

Volkswagen Emission Scandal: Reputation Recovery and Recall Strategy. Ivey Publishing.

com: Marketing to Manage Customer Experience. Ivey Publishing. (Secured 25th position in the top 25 annual best sellers for 2022-2023)

Singh, G., & Pandey, N. (2018). "The determinants of green packaging that influence buyers’ willingness to pay a price premium." Australasian Marketing Journal (AMJ), 26(3), 221-230. (ABDC-A)

Coca-Cola Zero Sugar: The Value Cycle during a Relaunch. Ivey Publishing.

Singh, G., & Pandey, N. (2017). "Determinants of celebrity-owned brands leveraging price premium." Journal of Fashion Marketing and Management: An International Journal, 21(3), 361-384. (ABDC-B)

Nestle Maggi: Pricing and repositioning of recalled product. Ivey Publishing.

(Secured 9th position in the top 20 annual best sellers for 2020-2021) Marketing at Nyassa. Ivey Publishing.

Malaysia Airlines: The Marketing Challenge after MH370 and MH17. Ivey Publishing.

Make in India: The Operating and Marketing Challenge. Ivey Publishing.

ALLISCO: Pricing Multiple Joint Products. Emerald Emerging Markets Case Studies, Vol. 5, No. 4.

Singh, G., & Pandey, N. (2015). "Leveraging return policy for price premium." Journal of Revenue and Pricing Management, 14(4), 276-292. (ABDC-B)

Singh, G., & Pandey, N. (2015). "Revisiting three decades of price premium research in marketing: a literature review." International Journal of Revenue Management, 8(3-4), 219-240. (ABDC-C)

Ekohealth: Developing Price Structures. Ivey Publishing.

Comedy Nights with Kapil: Maintaining Value Creation. Ivey Publishing.

Ludhiana City Bus Services Limited: Pricing for Profits. Ivey Publishing.

ALLISCO: Pricing Multiple Joint Products. Emerald Emerging Markets Case Studies, Vol. 5, No. 4.

Radiance: Transactional level pricing in the Indian fireworks industry. Emerald Emerging Markets Case Studies, Vol. 4, No. 3.

Value Communication: Low-cost marketing initiatives for Guru Ki Bani 58282. Emerald Emerging Markets Case Studies, Vol. 3, No. 3.

Baljees Regency: Restructuring of Pricing and Leadership. The Case Centre.

Pandey, N and Singh, G. (2012). Marketing Issues in SMEs: Cases from India, Pearson Education.

(The book was endorsed by leading management scholars, namely Prof. Kevin Lane Keller and Prof. Vijay Govindarajan)

Value Communication: Low-cost marketing initiatives for Guru Ki Bani 58282. Emerald Emerging Markets Case Studies, Vol. 3, No. 3.

Baljees Regency: Restructuring of Pricing and Leadership. The Case Centre.

Pandey, N and Singh, G. (2012). Marketing Issues in SMEs: Cases from India, Pearson Education.

(The book was endorsed by leading management scholars, namely Prof. Kevin Lane Keller and Prof. Vijay Govindarajan)
Email gaganpreet@jgu.edu.in
ORCID ID 0000-0002-2807-2511
Key Expertise Impact of New Age Technologies on Marketing; #Innovation Resistance; #Pricing; # Customer Experience
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