Dr. Gaganpreet Singh

Assistant Professor of Marketing and Assistant Dean (Academic Affairs)

B.Tech, MBA, Ph.D (NITIE, Mumbai)

Dr. Gaganpreet Singh did his PhD in Marketing (Pricing) from NITIE, Mumbai. His research has featured in acknowledged marketing journals namely; 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 extensively 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. Gaganpreet Singh, and Neeraj Pandey. “Revisiting green packaging from a cost perspective: the remanufacturing versus new manufacturing process.” Benchmarking: An International Journal. (2018)- Forthcoming.
  2. Gaganpreet Singh, and Neeraj Pandey. “The determinants of green packaging that influence buyers’ willingness to pay a price premium.” Australasian Marketing Journal (AMJ). (2018). https://doi.org/10.1016/j.ausmj.2018.06.001
  3. Gaganpreet Singh, and Neeraj Pandey. “Determinants of celebrity owned brands leveraging price premium.” Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (2017)
  4. Gaganpreet Singh, and Neeraj Pandey. “Leveraging return policy for price premium.” Journal of Revenue & Pricing Management14, no. 4 (2015): 276-292.
  5.  Gaganpreet Singh and Neeraj Pandey. “Revisiting three decades of price premium research in marketing: a literature review.” International Journal of Revenue Management 8, no. 3-4 (2015): 219-240.

Case Studies

1. Gaganpreet Singh. “BIRA 91: Setting New Prices in an Established Segment.” Ivey Publishing, (2018).

2. Sandeep Puri, Kushal Dev Kashyap, Gaganpreet Singh. “United Airlines Service Recovery Challenge After Reputation Meltdown.” Ivey Publishing(2018).

3. Tania Bucic, Gaganpreet Singh. “Apple Watch: Managing Innovation Resistance.” Ivey Publishing(2018).

4. Rachna Shah, Gaganpreet Singh, Sandeep Puri. “Volkswagen Emission Scandal: Reputation Recovery and Recall Strategy.” Ivey Publishing(2017).

5. Gaganpreet Singh, Sandeep Puri, Sanjit Kumar Roy. “Pepperfry.com: Marketing to Manage Customer Experience.” Ivey Publishing(2017).

6. Gaganpreet Singh, Sandeep Puri, Sharad Sarin. “Coca-Cola Zero Sugar: The Value Cycle during a Relaunch.” Ivey Publishing(2017).

7. Neeraj Pandey, Gaganpreet Singh. “Nestle Maggi: Pricing and Repositioning of recalled product.” Ivey Publishing(2016).

8. Neeraj Pandey, Gaganpreet Singh, Sandeep Puri. “Marketing at Nyassa.” Ivey Publishing(2016).

9. Neeraj Pandey, Gaganpreet Singh. “Malaysia Airlines: The Marketing Challenge after MH370 and MH17.” Ivey Publishing(2015).

10. Gaganpreet Singh, Simarpreet Singh. “Make in India: The Operating and Marketing Challenge.” Ivey Publishing(2015).

11. Neeraj Pandey, Gaganpreet Singh. “Ekohealth: Developing Price Structures.” Ivey Publishing(2014).

12. Neeraj Pandey, Gaganpreet Singh. “Comedy Nights with Kapil: Maintaining Value Creation.” Ivey Publishing(2014).

13. Neeraj Pandey, Gaganpreet Singh. “Ludhiana City Bus Services Limited: Pricing for Profits.” Ivey Publishing(2014).

14. Gaganpreet Singh, Neeraj Pandey. “ALLISCO: Pricing Multiple Joint Products.” Emerald Emerging Markets Case Studies, Vol. 5, No. 4, pp. 1-12.

15. Neeraj Pandey, Gaganpreet Singh. “Radiance: Transactional level pricing in the Indian fireworks industry.” Emerald Emerging Markets Case Studies, Vol. 4, No. 3, pp. 1-16.

16. Neeraj Pandey, Gaganpreet Singh. “Value Communication: Low-cost marketing initiatives for Guru Ki Bani 58282.” Emerald Emerging Markets Case Studies, Vol. 3, No. 3, pp. 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. Research Grant from O.P Jindal Global University (INR 4 Lakhs)- March 2018
  2. Case writing grant by University of New South Wales (UNSW), Australia (A$ 8,000)- December 2017
  3. Case writing grant by University of New South Wales (UNSW), Australia (A$ 1,600)- December 2016
  4. 2015 ANZMAC (Australia New Zealand Marketing Academy) Low and Middle Income Early Career Asia/Asia-Pacific Country Scholarship