Tirtha Dhar

Tirtha Dhar is the Chair and Professor in the Department of Marketing & Consumer Studies at the University of Guelph's Gordon S. Lang School of Business and Economics. He holds a Ph.D. in Agricultural and Resource Economics from the University of Connecticut and has held prior academic positions at the University of Ontario Institute of Technology (UOIT) and the University of British Columbia's Sauder School of Business. His research focuses on quantitative modeling to address business strategies, public policies, and sustainability challenges using big data analytics.

Education:

• Ph.D. Agricultural and Resource Economics, University of Connecticut (2001)
• M.Sc. Agricultural and Resource Economics, University of Connecticut (1999)
• M.A. Economics, Delhi University (1994)
• B.A. (Hons.) Economics, Delhi University (1992)

Research Interests: Dhar specializes in applying econometric and statistical tools to analyze marketing strategies (e.g., pricing, advertising), food and health marketing, retailing dynamics, movie marketing, and e-commerce. His work bridges business strategies with public policy debates, such as the impact of advertising bans on consumer behavior and the sustainability of agri-food systems. He has contributed to understanding market competition in industries ranging from dairy to motion pictures.

Publications Trends: His recent articles highlight interdisciplinary approaches to sustainability, digital marketing challenges, and policy impacts. Notable themes include analyzing false advertising claims, consumer responses to health-related marketing, and the strategic use of third-party marketplaces. Earlier work includes seminal studies on movie sequel performance and the effects of advertising bans on fast-food consumption.

Awards: No specific awards listed in provided materials. Advising and Grants: No student advisees or grant details explicitly mentioned. Lab/Team: No dedicated lab or team described in the provided text.