Rajeev Tyagi is a Professor of Marketing and holds the Walter B. Gerken Chair in Enterprise and Society at the Paul Merage School of Business, University of California, Irvine. He has been a faculty member since 1996, progressing from Assistant Professor to full Professor, and has held significant leadership roles including Interim Dean and Senior Associate Dean for Academic Affairs. PhD, MA, Marketing – The Wharton School, University of Pennsylvania (1996) MBA – Indian Institute of Management, Calcutta (1992) BE, Electronics Engineering – National Institute of Technology, Surat (1988) His research focuses on the economics of marketing strategy, particularly competitive marketing strategies, distribution channels, and new product introduction. He develops quantitative and game-theoretic models to analyze strategic interactions in markets. His work spans pricing, product positioning, channel design, and consumer welfare implications of technological change. His recent publications in Marketing Science , Management Science , and Journal of Marketing Research reflect a consistent focus on strategic decision-making in competitive environments. Key themes include bundling of time-sensitive events, channel decentralization benefits, pricing under uncertainty, and the impact of entry on market dynamics. His research often reveals counterintuitive outcomes, such as how technological advances can reduce consumer surplus or how entry can soften competition through strategic differentiation. Multiple school- and university-wide awards for excellence in teaching Rajeev Tyagi teaches courses at the PhD, MBA, and Master’s levels, including Marketing Analytics, Marketing Strategies in High-Tech Markets, New Product Development, Business Economics, and Multivariate Statistics. While specific advisees are not listed, his extensive publication record with co-authors suggests active mentorship and collaboration. His research has been supported by his academic appointments and institutional affiliations, with no external grants explicitly mentioned. He maintains an active research agenda, with publications as recent as 2022, indicating ongoing scholarly contributions. His work bridges theoretical rigor with practical implications for marketing and strategy.




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