Prokriti Mukherji, Assistant Professor of Marketing

Prokriti Mukherji - scProkriti Mukherji, an Assistant Professor in the Marketing department, comes to the Carlson School after receiving her doctorate in marketing from the University of Southern California. She received her bachelor and master of science degrees in Physics from Delhi University, India. Her research specialties include marketing strategy, business-to-business marketing, pharmaceutical innovations, word-of-mouth, and high-technology marketing. Mukherji’s current projects include work on intellectual property protection and direct-to-consumer advertising for prescription drugs. At the Carlson School of Management, Mukherji teaches courses in marketing research.


Areas of Expertise

  • Models of learning through marketing communication
  • High technology marketing
  • Pharmaceutical industry innovation
  • Technological innovation
  • Marketing strategy
  • Business to business marketing


Research


 

Papers Under Review

  • "A Structural model of Learning for New Products," Prokriti Mukherji, Shantanu Dutta, and Surendra Rajiv. Under revision for 2nd round review at Quantitative Marketing and Economics.

Work in Progress

  • "Intellectual Property Protection: Strategic Considerations and Financial Reaction," with Shaoming Qu, Shantanu Dutta, and Om Narasimhan.

     
  • "Estimating the Effects of Direct-to-Consumer Advertising for Prescription Drugs: A Natural Experiment," with Shantanu Dutta and Surendra Rajiv.

     
  • "The Effect of Word-of-Mouth on New Product Adoption: A Disaggregate Level Model," with Ramkumar Janakiraman and Shantanu Dutta.

     
  • "Does Acquisitive Entry Help or Hurt Competitors, Innovation, and Entrepreneurship? Toward a More Detailed View," with Rajesh Chandy, Alina Sorescu, and Jaideep Prabhu.


News & Activities

Recent Presentations

  • "The Role of Word-of-Mouth in New Product Adoption: A Disaggregate Level Model," presented at the 2006 Marketing Science Conference in Pittsburgh, PA.
     
  • "Estimating the Effects of Direct-to-Consumer Advertising for Prescription Drugs: A Natural Experiment," presented at the 2004 Marketing Science Conference in Rotterdam, The Netherlands.
     
  • "A Structural Model of Learning for New Products," presented at the 2003 Marketing Science Conference in Maryland.


Contact Information

Prokriti Mukherji, Assistant Professor of Marketing

Carlson School of Management

University of Minnesota

321 Nineteenth Avenue South, Suite 3-150

Minneapolis, MN  55455-0438  USA

(612) 626-0955, fax (612) 624-8804

mukhe009@umn.edu

Instructional Profile