Vivek Astvansh

Associate Professor of Quantitative Marketing and Analytics
Vivek Astvansh
Contact Information
Email address: 
vivek.astvansh [at]
astvansh [at]
Alternate email address: 
danielle.himbeault [at]

Room 332, Bronfman Building [Map]
1001 rue Sherbrooke Ouest
Montreal, Quebec
H3A 1G5

  • Ph.D. in Business Administration from Ivey Business School, University of Western Ontario, Canada, 2014-2019
  • Master of Science in Business from Wisconsin School of Business, University of Wisconsin-Madison, USA, 2012-2014
  • MBA from Indian Institute of Management Lucknow, India, 2009-2012
  • Bachelor of Technology in Computer Engineering from Aligarh Muslim University, 1996-2000
Operations Management
Teaching areas: 
  • B.Com.: MRKT 354: Marketing Strategy
  • MMA: MRKT 671: Advanced Marketing Analytics
  • MMA: MRKT 672: Pricing Analytics
  • MBA: MRKT 684: Marketing Intelligence
  • PhD: MRKT 701: Topics in Marketing Strategy

Vivek is an academic researcher. He current research examines how corporate governance actors (e.g., short sellers that have a short position, activist institutional investors that have a long position, NGOs that hold a nonfinancial stake) shape a firm’s actions that can affect consumers.

Vivek is an empiricist. He obtains quantitative and experimental data and analyzes them using econometrics and machine learning to test his hypotheses. His research has been published in (among others) Harvard Business Review (HBR; two articles), Journal of the Academy of Marketing Science (JAMS; one article), Journal of Marketing (JM, one article), Manufacturing & Service Operations Management (M&SOM, one article), and Production and Operations Management (POM, two articles).

Vivek teaches taught marketing strategy (MRKT 354) to B.Com. students, marketing intelligence (MRKT 658) to MBA students, and advanced marketing analytics (MRKT 671), and pricing analytics (MRKT 673) to MMA students. Lastly, he teaches a module on "the language of marketplace" in the IMPM (International Masters Program for Managers; program, and a Ph.D. seminar in marketing strategy (MRKT 701). He also teaches "Data Science in Business" (DSCI-D590) to students in the MS in Data Science students at Indiana University's Luddy School of Informatics, Computing, and Engineering.

Vivek is an Associate Editor at the Journal of Operations Management, and a member of the editorial board of the Production and Operations Management. He is an "ad hoc" reviewer for the Journal of the Academy of Marketing Science, Human Resource Management Journal, International Journal of Research in Marketing, Journal of Marketing, and Marketing Science.

From July 1, 2018 to May 30, 2023, Vivek was an assistant professor in the department of marketing at Indiana University's Kelley School of Business. Vivek worked in the technology industry from 2000 to 2012, writing and selling computer code that automated business processes for telecommunications and semiconductor companies, grocery retailers, retail banks, and hospitals in India, United States, Canada, Singapore, Middle East, South Asia, and North Africa. In his last job for the technology industry, Vivek led the corporate marketing for a San Francisco-based analytics company.

Curriculum vitae: 
Tenured & Tenure Track
Taught previously at: 
  1. Marketing analytics at Kelley School of Business, Indiana University, 2018-2023
  2. Introduction to marketing at King's College, University of Western Ontario, fall 2016
  3. Marketing research at Wisconsin School of Business, University of Wisconsin-Madison, summer 2013
  4. Services Marketing, Indus World School of Business, India, fall 2011
Selected publications: 
  1. Astvansh, Vivek, Kersi D. Antia, and Gerard J. Tellis (2024), “Product Recall: A Synthesis of Marketing Findings and Research Directions,” Marketing Letters, Forthcoming.
  2. Astvansh, Vivek, Anshu Suri, and Hoorsana Damavandi (2024), Brand Warmth Elicits Feedback, Not Complaints,” Journal of the Academy of Marketing Science, Forthcoming.
  3. Astvansh, Vivek, Beibei Wang, Tao Chen, and Jimmy Chengyuan Qu 2024), “Labor Unionization and Real Earnings Management: Evidence from Labor Elections,” PLOS ONE. Forthcoming.
  4. Astvansh, Vivek (2023), “Research: Should Suppliers Cooperate with Companies Entering Bankruptcy?” Harvard Business Review (here)
  5. Eshghi, Kamran, and Vivek Astvansh (2023), “Stock Investors’ Reaction to Layoff Announcements: A Meta-analysis,” Human Resource Management Journal, Forthcoming.
  6. Astvansh, Vivek and Ethan Fridmanski (2023), “Academic Business Research: Impact on Academics Versus Impact on Practice,” PLOS ONE, Forthcoming. DOI: 10.1371/journal.pone.0289034
  7. Mani, Sudha, Vivek Astvansh, and Kersi D. Antia (2023), “Buyer-Supplier Bankruptcy Courtroom Motions and Buyer’s Bankruptcy Outcomes” Journal of Marketing,
  8. Astvansh, Vivek, and Kamran Eshghi (2023), “The Effects of Regulatory Investigation, Outsourcing, and Product Age on Stock Investors’ Reaction to an Automobile Recall Announcement,” Journal of Business Research, Forthcoming.
  9. Astvansh, Vivek, Tao Chen, and Jimmy Chengyuan Qu (2023), “The Social Cost of Investor Distraction: Evidence from Institutional Cross-Blockholding,” PLOS ONE. Forthcoming. DOI = 10.1371/journal.pone.0286336
  10. Astvansh, Vivek, Barbara Duffek, Andreas B. Eisingerich (2023), “How Can Companies Recover from Liability-Invoking Failures? Exploring the Role of Uncertainty Avoidance in Facilitating Consumer Compliance Across National Cultures,” Journal of International Marketing, 31 (3), 1-18 (here for journal link and here for SSRN link)
  11. Astvansh, Vivek, Yen-Yao Wang, and Wei Shi (2022), “The Effects of the News Media on a Firm’s Voluntary Product Recalls,” Production and Operations Management, 31(4), 4223-4244. (here for journal link, here for SSRN link)
  12. Astvansh, Vivek, Xiaohu Deng, and Adnan Habib (March 3, 2022), “Research: When Geopolitical Risk Rises, Innovation Stalls,” Harvard Business Review (here for journal link, here for SSRN link, here to buy for $8.95 from Harvard Publishing).
  13. Astvansh, Vivek, George P. Ball, and Matthew Josefy (2022), “The Recall Decision Exposed: Automobile Recall Timing and Process Data Set,” Manufacturing & Service Operations Management, 24(3), 1457–1473 (here for journal link, here for SSRN link)
  14. Astvansh, Vivek and Niket Jindal (2022), “Differential Effects of Received Trade Credit and Provided Trade Credit on Firm Value,” Production and Operations Management, 31(2), 781–798 (here for open-access journal link, here for SSRN link, and here for video summary)
  1. October 15, 2023, The Conversation, “The Hidden Risks of Buy Now, Pay Later: What Shoppers Need to Know,” (here)Yahoo! News (here), Press Reader (here), Winnipeg Free Press (here). Radio Interviews: QR radio, Calgary. Live at 7:45 a.m. Mountain time, Tuesday, October 17, 2023. Radio hosts: Sue Deyell and Andrew Schultz. CKNW 980, Vancouver: Pre-taped phone interview. Radio host: Scott ShantzCityNews 570, Kitchener: Live at 1 p.m., Eastern time, Thursday, October 19, 2023. Radio host: Mike Farewell
  2. May 16, 2023, A panel discussion organized by the Federal University of Goiás, Brazil (Portuguese: Universidade Federal de Goiás, UFG) on “The Reproducibility Crisis in Science,” (here)
  3. May 1, 2023, “AI at IU,” (here)
  4. February 22, 2023, WTHR (channel 13), “IMPD: 23-year-old man arrested after bringing handgun with Glock switch to Castleton mall” (here); republished by CBS4 (here)
  5. February 22, 2023: Fox News Media, “Experts worry mall violence could discourage shoppers” (here for Fox) and (here for CBS)
  6. January 18, 2022: Indiana University, “ChatGPT and AI in Teaching and Learning: Opportunities and Challenges” (here)
  7. December 12, 2022: Associated Press, “Will ChatGPT put jobs at risk?” (here), republished by Yahoo! Finance (here) and The Global Herald (here)
  8. February 24, 2022: ABC57 News (primetime), “Navigating social media and disinformation amid world conflict” (here)
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