Dr. Gaganpreet Singh

Associate Professor of Marketing

Director, Office of Academic Planning, Co-ordination and Interdisciplinarity (APCI)

B.Tech (IET Ropar); 
MBA (Thapar University, Patiala);
Ph.D. (NITIE, Mumbai)

Dr. Gaganpreet Singh did his PhD in Marketing from NITIE, Mumbai. His research has featured in acknowledged marketing journals namely; Journal of Marketing Management, Australasian Marketing Journal, Benchmarking: An International Journal, Journal of Fashion Marketing and Management, Journal of Revenue and Pricing Management, and International Journal of Revenue Management. He has published case studies with Ivey Publishing and Emerald Emerging Markets Case Studies. He has co-authored a book on primary case studies published by Pearson Education. He is a recipient of early career scholarship from Australia New Zealand Marketing Academy (ANZMAC). He is a recipient of several case study writing grants from UNSW, Australia. His industry stint of three years was with Viom Networks Limited, a TATA Enterprise.


  1. Neeraj, Pandey and Gaganpreet Singh (2012). “Marketing Issues in SMEs: Cases from India.” Pearson Education.

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

Journal Publications

  1. Roy, S. and Singh, G., Hope, M., Nguyen, B., and Harrigan, P. “The Rise of Smart Consumers: Role of Smart Servicescape and Smart Consumer Experience Co-creation.” Journal of Marketing Management (ABDC-A)
  1. Singh, G, and Pandey, N. “Revisiting green packaging from a cost perspective: The remanufacturing vs new manufacturing process.” Benchmarking: An International Journal 26, no. 3 (2019): 1080-1104. (ABDC-B)
  1. Singh, G. and Pandey, N. “The Determinants of Green Packaging that Influence Buyers’ Willingness to Pay a Price Premium.” Australasian Marketing Journal 26, no.3 (2018) (ABDC-A)
  1. Singh, G. and Pandey, N. “Determinants of celebrity owned brands leveraging price premium.” Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (2017) (ABDC-B)
  1. Singh, G. and Pandey, N. “Leveraging return policy for price premium.” Journal of Revenue & Pricing Management 14, no. 4 (2015): 276-292. (ABDC-B)
  1. Singh, G. and Pandey, N. “Revisiting three decades of price premium research in marketing: a literature review.” International Journal of Revenue Management 8, no. 3-4 (2015): 219-240. (ABDC-C)

Case Studies

  1. Roy. S.K; Singh, G. “Shoes of Prey: Managing the Dark Side of Value Co-creation.” Ivey Publishing, (2020).
  2. Singh, G. “Bira 91: Setting New Prices in an Established Segment.” Ivey Publishing, (2018).
  3. Puri, S. Kashyap, K., and Singh, G. “United Airlines Service Recovery Challenge after Reputation Meltdown.” Ivey Publishing, (2018).
  4. Bucic, T. and Singh, G. “Apple Watch: Managing Innovation Resistance.” Ivey Publishing, (2018).—(this case was selected among top 20 annual best seller for 2018-2019)
  5. Shah, R., Singh, G., and Puri, S. “Volkswagen Emission Scandal: Reputation Recovery and Recall Strategy.” Ivey Publishing, (2017).
  6. Singh, G., Puri, S. and Roy, S. K.“ Pepperfry.com: Marketing to Manage Customer Experience.” Ivey Publishing, (2017).
  7. Singh, G., Puri, S., and Sarin, S. “Coca-Cola Zero Sugar: The Value Cycle during a Relaunch.” Ivey Publishing, (2017).
  8. Pandey, N and Singh, G. “Nestle Maggi: Pricing and repositioning of recalled product.” Ivey Publishing, (2016).
  9. Pandey, N.,Singh, G., and Puri, S. “Marketing at Nyassa.” Ivey Publishing, (2016).
  10. Pandey, N. and Singh, G., “Malaysia Airlines: The Marketing Challenge after MH370 and MH17.” Ivey Publishing, (2015).
  11. Singh, G. and Singh, S. “Make in India: The Operating and Marketing Challenge.” Ivey Publishing, (2015).
  12. Pandey, N. and Singh, G. “Ekohealth: Developing Price Structures.” Ivey Publishing, (2014).
  13. Pandey, N. and Singh, G. “Comedy Nights with Kapil: Maintaining Value Creation.” Ivey Publishing, (2014).
  14. Pandey, N. and Singh, G. “Ludhiana City Bus Services Limited: Pricing for Profits.” Ivey Publishing, (2014)
  15. Pandey, N. and Singh, G. “Radiance: Transactional level pricing in the Indian fireworks industry.” Emerald Emerging Markets Case Studies, Vol. 4, No. 3, (2014), pp. 1-16.
  16. Pandey, N. and Singh, G. “Value Communication: Low-cost marketing initiatives for Guru Ki Bani 58282.” Emerald Emerging Markets Case Studies, Vol. 3, No. 3, (2013) pp. 1-9.
  17. Pandey, N., Agarwal, N, Singh, G. and Medury, Y. “Baljees Regency: Restructuring of Pricing and Leadership.” The case centre, (2013) 1-9

Conference Proceedings

  1. Gaganpreet Singh, Neeraj Pandey, and Amol Bhide, “Determining Product Categories for Which Buyers are willing to pay Price Premium for Return Policy”. Conference Proceedings ANZMAC 2015.
  1. *An empirical approach to leveraging Social Networking Sites (SNS) for promotion of green product and services”, in 21st Annual Frontiers in Service Conference, Cosponsored by University of Maryland, INFORMS, AMA and IBM held at RobertSmith School of Business, University of Maryland, College Park, MD, USA; June 14-17, 2012


  1. *Determining product categories for which buyers are willing to pay price premium for the return policy, in “Innovation and Growth Strategies in Marketing 2015 ANZMAC Conference” held at University of New South Wales (UNSW), Sydney, Australia; November 30th –December 2nd , 2015


  1. *Customer motives to co-create in smart services, in Academy of Marketing Science, World Marketing Congress held at University of Edinburgh, Edinburgh, Scotland, July 9-July 12, 2019
  1. Singh, G. 2015 ANZMAC Low and Middle-Income Early Career Asia/Asia-Pacific Country Scholarship
  2. Singh, G. Case writing grant by University of New South Wales (UNSW), Australia (A$ 1,600)- December 2016
  3. Singh, G. Case writing grant by University of New South Wales (UNSW), Australia (A$ 8,000)- December 2017
  4. Singh, G. and Roy, S. K. (2018), Employee Mental Health and Justice Climate, OP. Jindal Global University (JGU), India, value: $ 20,000
  5. Secured 17th position in the annual best seller list for the case study titled ‘Apple watch: Managing Innovation Resistance’-2018-2019 by Ivey Publishing