TATAVARTHY Aruna

Aruna Tatavarthy is an Assistant Professor of Marketing at NEOMA Business School. Her research interests span two broad themes: consumer decisions in durable goods usage and maintenance (with focus on repairs), and human-AI interactions. In her research, she uses data from various sources ranging from observational data, field and behavioural experiments to understand decision making patterns at the individual level. Her research has been published in both Marketing as well as other inter-disciplinary journals such as the Journal of Interactive Marketing, Information Systems Frontiers, Journal of Retailing and Consumer Services, Journal of Consumer Marketing and Applied Geography.

She was the recipient of the CABE Research Fellow at the University of Melbourne, EMAC Junior Faculty Visiting Scholar Award.

Prior to joining NEOMA, she worked as a faculty member in India and then as an Assistant Professor at NHH Norwegian School of Economics, Bergen. She teaches marketing analytics and pricing strategy for MBA, Executive-Education and Master’s students.

Aruna completed her Ph.D. at Indian Institute of Management Bangalore, and worked as a consultant in banking and IT sectors prior to starting her academic journey.