Rajdeep Grewal

Rajdeep Grewal’s research focuses on modeling complex strategic marketing issues through advanced causal models, blending traditional quasi-experimental methods and cutting-edge statistical learning techniques, such as double machine learning, alongside structural models grounded in economic theory.

Dr. Grewal’s recent research explores critical areas such as customer relationship management, consumer search behavior, peer effects, agency theory, rational inattention and customer value strategies.

He teaches Customer Value Strategies and Marketing Analytics in online and executive MBA programs, as well as a course on Empirical Economic Models in the PhD program.

As chair of the Marketing Area, he leads the strategic direction of the marketing faculty and programs. In addition to his academic and editorial leadership, Dr. Grewal played a pivotal role as the lead for phase two of the Rethink Committee at UNC Kenan-Flagler from 2020 to 2021. He guided a comprehensive strategic planning initiative, involving eight subcommittees composed of faculty and staff to develop a forward-looking vision and execution plan for the Business School.

His research contributions have been widely recognized, with his work published in leading academic journals, including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics and the Strategic Management Journal, among others.

Dr. Grewal has received numerous research accolades throughout his career. Notably, he was awarded the Sheth Foundation/Journal of Marketing Award in 2020 for his influential 2015 article in the Journal of Marketing, as well as the Louis W. Stern Award in 2012 for his 2004 article in the Journal of Marketing, recognized for its long-term impact on interorganizational research.

He also has received significant recognition from American Marketing Association: the Early Career Award for contributions to marketing strategy research in 2007; the Vijay Mahajan Award for career contributions to marketing strategy in 2016; and the Lifetime Achievement Award for his contributions to interorganizational research in 2021.

From 2016 to 2020, he served as the editor-in-chief of the Journal of Marketing Research, following his role as co-editor from 2014 to 2016. During his editorial tenure, he helped shape the journal’s direction, promoting rigorous and impactful research in the field.

Before joining the UNC Kenan-Flagler faculty, Dr. Grewal has taught at several prestigious institutions, including the Pennsylvania State University, Indian School of Business (Hyderabad and Mohali), Washington State University, the Wharton School at the University of Pennsylvania and the University of Cincinnati.

There he made significant contributions to the academic communities. At Penn State, he served as the associate research director for the Institute for the Study of Business Markets (2005-2015). He advanced research at the intersection of business-to-business marketing and strategy, contributing to the development of insights that continue to influence both academic scholarship and industry practices.

He received his PhD in marketing with a minor in econometrics from the University of Cincinnati, where he also earned a MS in business administration in quantitative analysis. He received a post-graduate diploma in management from the Indian Institute of Management, Lucknow and a B.Tech in textile technology from the Indian Institute of Technology, Delhi.