RAGHURAM IYENGAR. Tel: (215) Fax: (215) M.Phil. Marketing, 2002

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1 January, 2010 RAGHURAM IYENGAR Assistant Professor of Marketing The Wharton School University of Pennsylvania Marketing Department Jon M. Huntsman Hall Suite Walnut Street University of Pennsylvania Philadelphia, PA Tel: (215) Fax: (215) EDUCATION Columbia University Ph.D. Marketing, 2005 Columbia University M.Phil. Marketing, 2002 Indian Institute of Technology, Kanpur B. Tech. Mechanical Engineering, 1998 ACADEMIC POSITIONS HONORS, AWARDS & GRANTS RESEARCH INTERESTS Assistant Professor, Wharton School University of Pennsylvania (2005-present) 2009 Wharton Sports Business Initiative Grant 2008 Editor s Award Winner for Best Paper, Experimental Economics 2008 Finalist, Paul E. Green Award Wharton-SMU Research Center Grant 2007 Finalist, Helen Kardon Moss Anvil Award 2004 Honorable Mention, Alden G. Clayton Doctoral Dissertation Proposal Competition 2003 INFORMS Marketing Science Doctoral Consortium Fellow 2003 AMA-Sheth Foundation Doctoral Consortium Fellow Rudolph Fellow, Columbia Business School 1998 Dean s List, I.I.T. Kanpur Pricing, Social Networks, Bayesian Methods, Structural Models ARTICLES PUBLISHED IN REFEREED JOURNALS 1. Iyengar, Raghuram, Christophe Van den Bulte and Thomas W. Valente (2010), Opinion Leadership and Social Contagion in New Product Diffusion, Marketing Science, forthcoming.

2 2. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2008), A Conjoint Approach to Multi-Part Pricing, Journal of Marketing Research, 45, 2, (Finalist for the Paul E. Green Award) 3. Iyengar, Raghuram and Andrew Schotter (2008), Learning under supervision: an experimental study, Experimental Economics, 11, 2, (Editor s Award Winner for Best Paper in 2008) 4. Arora, Neeraj, Anindya Ghose et al., Putting One-to-One Marketing to Work: Personalization, Customization and Choice, Forthcoming, Marketing Letters. 5. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2007), A Model of Consumer Learning for Service Quality and Usage, Journal of Marketing Research, 44, 4, (Lead article) 6. Ansari, Asim and Raghuram Iyengar (2006), Semiparametric Bayesian Thurstonian Models for Recurrent Choices: A Bayesian Analysis, Psychometrika, 71, 4, Kamakura, Wagner, Carl F. Mela et al. (2005), Choice Models and Customer Relationship Management, Marketing Letters, 16, 3, Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2003), Leveraging Information Across Categories, Quantitative Marketing and Economics, 1(4), Iyengar, Raghuram and Rajeev Kohli (2003), Why Parrondo s Paradox Is Irrelevant for Utility Theory, Stock Buying and the Emergence of Life, Complexity, 9(1), WORKING PAPERS 10. Eliashberg, Jehoshua, Sam Hui and Raghuram Iyengar (2009), A Model for Gamers Revenues in Casinos, Under Review 11. Van den Bulte, Christophe and Raghuram Iyengar (2009), Tricked by Truncation: Another Source of Spurious Social Contagion, Under Review 12. Iyengar, Raghuram (2009), Optimal Pricing for a Menu of Service Plans An Application to the Digital Music Industry, Under Review 13. Iyengar, Raghuram, Oded Koenigsberg and Eitan Muller (2009), The Effect of Usage Uncertainty on Mobile Phone Package Size and Subscribers Choices, Under Review BOOK CHAPTERS IN EDITED VOLUMES 1. Iyengar, Raghuram and Sunil Gupta (2008), Nonlinear Pricing, invited chapter in Handbook of Research in Pricing, Edited by Vithala Rao, Edward Elgar Publishing. 2. Iyengar Raghuram and Sunil Gupta (2006), Advanced Regression Models, invited chapter in The Handbook of Marketing Research, Edited by Rajiv Grover and Marco Vriens, Sage Publications, Inc. 2

3 INVITED PRESENTATIONS 1. Iyengar, Raghuram, Christophe Van den Bulte and Thomas W. Valente (2009) Opinion Leadership and Social Contagion in New Product Diffusion, Massachusetts Institute of Technology, Cambridge, MA. 2. Iyengar, Raghuram, Christophe Van den Bulte and Thomas W. Valente (2009) Opinion Leadership and Social Contagion in New Product Diffusion, University of Colorado at Boulder, Boulder, CO. 3. Iyengar, Raghuram, Christophe Van den Bulte and Thomas W. Valente (2009) Opinion Leadership and Social Contagion in New Product Diffusion, Arizona State University, Tempe, Phoenix, AZ 4. Iyengar, Raghuram, Christophe Van den Bulte and Thomas W. Valente (2009) Opinion Leadership and Social Contagion in New Product Diffusion, Harvard Business School, Harvard University, Boston, MA. 5. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2008) A Conjoint Approach to Multi Part Pricing, Singapore Management University, Singapore 6. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2007) A Conjoint Approach to Multi Part Pricing, School of Management, Bocconi University, Milan, Italy 7. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2007) A Conjoint Approach to Multi Part Pricing, LUISS Guido Carli, Rome, Italy 8. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2007) A Conjoint Approach to Multi Part Pricing, Judge Business School, University of Cambridge, U.K. 9. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2007) A Conjoint Approach to Multi Part Pricing, London Business School, U.K. 10. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2006), A Model of Consumer Learning for Service Quality and Usage, I.I.T. Kanpur, India. CONFERENCE PRESENTATIONS 1. Iyengar, Raghuram, Christophe Van den Bulte and Jeonghye Choi (2009), Social Contagion in New Product Diffusion: Network Structure vs. Mere Geography Collaborative and Multidisciplinary Conference, Center for Customer Insights, Yale School of Management. 2. Iyengar, Raghuram, Christophe Van den Bulte and Jeonghye Choi (2009), Social Contagion in New Product Diffusion: Network Structure vs. Mere Geography Marketing Science Conference, University of Michigan, Ann Arbor, MI. 3. Iyengar, Raghuram, Thomas W. Valente and Christophe Van den Bulte (2008), Opinion Leadership and Social Contagion in New Product Diffusion, Association of Consumer Research Annual North American Conference, San Francisco, CA. 3

4 4. Iyengar, Raghuram, Thomas W. Valente and Christophe Van den Bulte (2008), Opinion Leadership and Social Contagion in New Product Diffusion, Marketing Science Conference, University of British Columbia, Vancouver, BC. 5. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2007) A Conjoint Approach to Multi Part Pricing, Marketing Science Conference, Singapore Management University, Singapore 6. Iyengar, Raghuram, Asim Ansari and Peter Fader (2007), Generalized Customer Base Models for Non-Contractual Settings, Collaborative and Multidisciplinary Conference, Center for Customer Insights, Yale School of Management. 7. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2006), A Model of Consumer Learning for Service Quality and Usage, Marketing Science Conference, Katz School of Business, Pittsburgh, PA. 8. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2006), A Model of Consumer Learning for Service Quality and Usage, Marketing Dynamics Conference, University of California at Los Angeles, CA. 9. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2005), Model of Dual Consumer Learning in Service Contexts, Marketing Science Conference, Emory University, GA. 10. Asim Ansari and Iyengar, Raghuram (2004), Semiparametric Bayesian Thurstonian Models for Choice, INFORMS Marketing Science Conference, Rotterdam, Netherlands. 11. Iyengar, Raghuram (2004), Optimal Contact Strategy, Sixth Invitational Choice Symposium, Boulder, CO. 12. Iyengar, Raghuram and Andrew Schotter (2003), Learning with a Meddlesome Boss: An Experiment in Supervision Relationships, INFORMS Marketing Science Conference, University of Maryland, College Park, MD. 13. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2002), A Model for Cross-Selling, A Model for Cross-Selling, INFORMS Marketing Science Conference, Alberta, CA. RESEARCH IN PROGRESS 1. Do Friends Influence Purchases in a Social Network? (with Sunil Gupta and Sangman Han), Paper in progress. 2. Customer Networks, Pricing and Usage of Services (with Andre Bonfrer), Data Analysis in progress. 3. Social Contagion in New Product Diffusion: Network Structure vs. Mere Geography (with Christophe Van den Bulte and Jeonghye Choi), Paper in progress 4. Allatta, Joan, Raghuram Iyengar and Christophe Van den Bulte (2009), Social Network Dynamics After a Corporate Acquisition, Under Review 5. Iyengar, Raghuram, Skander Esseghaier, Kamel Jedidi and Peter Danaher (2009), Shaping Value of Access Services through Pricing Structure: Two-Part Tariff vs. Pay-per-Use 4

5 TEACHING SERVICE 2008 (Spring, Fall), Measurement and Data Analysis, Ph.D. Seminar (Summer), Marketing Research, Executive MBA , Marketing Research, MBA , Marketing Research, Undergraduate Reviewing: Ad Hoc Reviewing: American Economic Review, Journal of Consumer Psychology, Journal of Marketing Research, Marketing Science, Management Science, Marketing Letters, Quantitative Marketing and Economics, Psychometrika. Other Wharton Activities: Marketing Doctoral Committee, present Wharton Undergraduate Curriculum Committee, 2007-present. MBA Liaison, Marketing Department, 2008-Present AFFILIATIONS OTHER Institute for Operations Research and Management Science Country of Citizenship: India Visa Status: U.S. Permanent Resident 5