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Alladi Venkatesh
  • Title: Professor, Marketing, and Associate Dean of Masters Programs
  • Office Phone: 949.824.6625
  • 949.725.2851 (fax)
  • Office Location: SB 429
  • Email: avenkate@uci.edu
  • Key Research/Interest Areas:

    Technology Diffusion Computers in the Home
    Aesthetics and Marketing

    Design Issues

    Ethnoconsumerism

    Markets and Culture

    Postmodernism

Brief Bio

Alladi Venkatesh is Professor of Management and Informatics, and Associate Director, Center for Digital Transformation University of California, Irvine, USA. He is also Honorary Professor at the Stockholm School of Economics.


Professor Venkatesh's research focuses on two areas:


1.    The networked home and how consumers and households are adapting to new technologies of information and communication. Recently, he has been working on Social media and implications to management theory and practice. His more recent work is also on anthropological approaches to design. He has developed theoretical models of household/technology interaction based on his prior empirical work and existing research streams in new home informatics and diffusion theory.  His work has implications for the design of virtual environments for consumers and households and also for new product development in the hi-tech industry. He is currently an investigator on a multi-year project (Project POINT) funded by the National Science Foundation  which examines IT impact on the individual in various settings, home, work-place, community and schools.
 
2.    The second area is Markets and Culture. The focus here is on how cultural issues shape markets and consumption behaviors and how value is created and nurtured via market dynamics and actions. He is known for his work on Ethnoconsumerism based on his field work on technology diffusion among Indian households.

Professor Venkatesh’s publications have appeared in major journals, Management Science, Journal of Marketing, Journal of Consumer Research, Communications of the ACM, Marketing Theory, International Journal of Research in Marketing, Journal of Marketing Management and others. In 1998, he received the best paper award from the Journal of Consumer Research.

He was the founding co-editor of Consumption, Markets & Culture which was founded in 1996.
   
He was a Senior Fellow of the American Institute of Indian Studies (University of Chicago) and conducted field work in India in the 1990s.

Professor Venkatesh has given invited presentations at many leading companies such as Microsoft, Intel, Ericsson, HP, Electrolux and has been a keynote speaker at several universities.

Currently, he is the President of HOIT (Home Oriented Informatics and Telematics) which is a division of IFIP (International Federation of Information Processing) and a Chair of their International conferences (HOIT 2003, HOIT 2007) and an upcoming conference. The HOIT 2007 conference was held in collaboration with the Indian Institute of Technology Madras, India.

 

Publications

Technology Diffusion Computers in the Home

 

Marketing Beyond the Frontier? Researching the New Marketing Landscape of Virtual Worlds Mike Saren, Tracy Harwood, Janet Ward and Alladi Venkatesh, Journal of Marketing Management, 2013

 

Young American Consumers and New Technologies Alladi Venkatesh and Nivein Behairy, Digital Virtual Consumption, 2012

 

"Am I Getting It or Not?" The Practices Involved in "Trying to Consume" a New Technology Paschalina (Lilia) Ziamou, Stephen Gould and Alladi Venkatesh, Journal of Product Innovation Management, 2012

 

Dynamic Use Diffusion Model in a Cross-National Context: A Comparative Study of the United States, Sweden and India Eric Shih, Alladi Venkatesh, Steven Chen and Erik Kruse, Journal of Product Innovation Management, 2012

 

Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues Venkatesh Shankar, Alladi Venkatesh, Charles Hofacker and Prasad Naik, Journal of Interactive Marketing, 2010

 

Family Life, Children and the Feminization of Computing Alladi Venkatesh, Debora Dunkle and Amanda Wortman, The Connected Home: The Future of Domestic Life, 2010

 

Perceiving Images and Telling Tales: A Visual and Verbal Analysis of the Meaning of the Internet Annamma Joy, John Sherry Jr., Alladi Venkatesh and Jonathan Deschenes, Journal of Consumer Psychology, 2009

 

Using Lexical Semantic Analysis to Derive Online Brand Positions: An Application to Retail Marketing Research Preveen Aggarwal, Rajiv Vaidyanathan and Alladi Venkatesh, Journal of Retailing, 2009

 

Digital Home Technologies and Transformation of Housesholds Alladi Venkatesh, Informaiton Systems Frontiers, 2008

 

Civil Society and Cyber Society: The Role of the Internet in Community Associations and Democratic Politics Michael J. Jensen, James N. Danziger and Alladi Venkatesh, The Information Society, 2007

 

Introduction to the Special Issue on "ICT in the Every Day Life: Home and Personal Environments" Alladi Venkatesh, The Information Society, 2006


Designing the Family Portal for Home Networking Alladi Venkatesh, Steven Chen and Victor M. Gonzalez, Oxford University Press, 2006

Has the Internet Become Indispensable? Donna Hoffman, Thomas P. Novak and Alladi Venkatesh, Communications of the ACM, 2004

 

Beyond Adoption: Development and Application of a Use-Diffusion Model Chuan-Fong Shih and Alladi Venkatesh, Journal of Marketing, 2004

 

The Networked Home: An Analysis of Current Developments and Future Trends Alladi Venkatesh, Erik Kruse, Eric Chuan-Fong Shih, Cogn Tech Work, 2003

 

Cybermarketscapes and Consumer Freedoms and Identities Alladi Venkatesh, European Journal of Marketing, 1998

 

New Visions of Information Technology and Postmodernism: Implications for Advertising and Marketing Communications Alladi Venkatesh, The Information Superhighway and Private Households, 1996

 

Computers and Other Interactive Technologies for the Home Alladi Venkatesh, Communications of the ACM, 1996

 

An Emerging Distributed Work Arrangement: An Investigation of Computer-Based Supplemental Work at Home Alladi Venkatesh and Nicholas P. Vitalari, Management Science, 1992

 

A Post Adoption Analysis of Computing in the Home Alladi Venkatesh and Nicholas P. Vitalari, Journal of Economic Psychology, 1987

 

In Home Computing and Information Services Nicholas P. Vitalari and Alladi Venkatesh, Butterworth and Company, 1987

 

Computer Technology for the Home: Product Strategies for the Next Generation Alladi Venkatesh and Nicholas P. Vitalari, Journal of Product Innovation Management, 1986

 

Computing in the Home: Implications for the Provision of Government Services Nicholas P. Vitalari and Alladi Venkatesh, Computer Environment Urban Systems, 1986

 

Computing in the Home: Shifts in the Time Allocation Patterns of Households Nicholas P. Vitalari, Alladi Venkatesh and Kjell Gronhaug, Communications of the ACM, 1985

 

 

 

Aesthetics and Marketing

 

Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands Annamma Joy, John F. Sherry, Jr., Alladi Venkatesh, Jeff Wang, and Ricky Chan, Fashion Theory, 2012

 

The Aesthetics of Luxury Fashion, Body and Identify Formation Alladi Venkatesh, Annamma Joy, John F. Sherry, Jr., Jonathan Deschenes, Journal of Consumer Psychology, 2010

 

The Aesthetics of Consumption and the Consumer as an Aesthetic Subject, Alladi Venkatesh and Laurie Meamber, Consumer Markets & Culture, 2008

 

Arts and Aesthetics: Marketing and Cultural Production, Alladi Venkatesh and Laurie Meamber, Marketing Therory, 2006

 

 

 

Design Issues

 

Social Media as a Cultural Landscape Lauren Louie and Alladi Venkatesh, American Marketing Association, 2013

 

An Investigation of How Design-Oriented Organisations Implement Design Thinking Steven Chen and Alladi Venkatesh, Journal of Marketing Management, 2013

 

Design Orientation: A Grounded Theory Analysis of Design Thinking and Action Alladi Venkatesh, Theresa Digerfeldt-Mansson, Frederic F. Brunel and Steven Chen, Marketing Theory, 2012

 

Designing the Family Portal for Home Networking Alladi Venkatesh, Steven Chen and Victor M. Gonzalez, Oxford University Press, 2006

 

 

Ethnoconsumerism

 

Designing Brand "Nano" - A Car for the Indian Consumer: An Ethnoconsumerist Perspective Alladi Venkatesh, Seema Khanwalkar, Lynda Lawrence and Steven Chen,  Qualitative Marketing Research, 2013

 

Ethnoconsumerist Methodology for Cultural and Cross-Cultural Consumer Research Laurie Meamber and Alladi Venkatesh, Handelshojskolens Forlag, Copenhagen Business School Press, 2000

 

Ethnoconsumerism: A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Alladi Venkatesh, Sage Publications, 1995

 

 

India Papers

 

Designing Brand "Nano" - A Car for the Indian Consumer: An Ethnoconsumerist Perspective Alladi Venkatesh, Seema Khanwalkar, Lynda Lawrence and Steven Chen,  Qualitative Marketing Research, 2013

 

Special Issue on India: Macromarketing Perspectives Alladi Venkatesh, Journal of Macromarketing, 2012

 

Ethnoconsumerism: A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Alladi Venkatesh, Sage Pulications, 1995

 

 India's Changing.Consumer Economy: A Cultural Perspective Alladi Venkatesh, Association for Consumer Research, 1994

 

India as an Emerging Consumer Society - A Cultural Analysis Alladi Venkatesh and Suguna Swamy, Research in Consumer Behavior, JAI Press, 1994

 

Gender Identity in the Indian Context: A Sociocultural Construction of the Female Consumer Alladi Venkatesh, Sage Publications, 1994

 

 

Markets and Culture

 

The Value of Value in CCT Alladi Venkatesh and Lisa Penaloza, Marketing Theory, 2014

 

Designing Brand "Nano" - A Car for the Indian Consumer: An Ethnoconsumerist Perspective Alladi Venkatesh, Seema Khanwalkar, Lynda Lawrence and Steven Chen,  Qualitative Marketing Research, 2013

 

The Market As A Sign System and the Creation of Sign Value Alladi Venkatesh and Lisa Penaloza, Cambridge Workshop on Markets, 2010

 

Opportunism in Co-Production: Implications for Value Co-Creation Burcak Ertimur and Alladi Venkatesh, Australasian Marketing Journal, 2010

 

Food For Thought: A Study of Food Consumption in Post Modern US Culture Maria Kniazeva and Alladi Venkatesh, Journal of Consumer Behavior, 2007

 

The Market as a Sign System and the Logic of the Market Alladi Venkatesh, Lisa Penaloza and Fuat Firat, M.E. Sharpe, 2006

 

From Marketing To The Market Alladi Venkatesh and Lisa Penaloza, M.E. Sharpe, 2006

 

Further Evolving the New Dominant Logic of Marketing: From Services to the Social Construction of Markets Lisa Penaloza and Alladi Venkatesh, Marketing Theory, 2006

 

Ethnoconsumerist Methodology for Cultural and Cross-Cultural Consumer Research Laurie Meamber and Alladi Venkatesh, Handelshojskolens Forlag, Copenhagen Business School Press, 2000

 

The Marketing Value of Diversity: A Cultural Analysis Alladi Venkatesh, The Aspen Institute, 1998

 

The Health Care Consumption Patterns of Asian Immigrants: Grounded Theory Implications for Consumer Acculturation Theory H. Rika Houston and Alladi Venkatesh, Advances in Consumer Research, 1996

 

Ethnoconsumerism: A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Alladi Venkatesh, Sage Publications, 1995

 

Symbolic Communication Among Consumers in Self-Consumption and Gift Giving: A Semiotic Approach Anil Pandya and Alladi Venkatesh, Advances in Consumer Research, 1992

 

Postmodernism, Consumer Culture and the Society of the Spectacle Alladi Venkatesh, Advances in Consumer Research, 1992

 

Changing Consumption Patterns Alladi Venkatesh, Postsuburban California: The Transformation of Orange County Since World War II, 1991

 

Gender Representation in Advertizing Nancy Artz and Alladi Venkatesh, Advances in Consumer Research, 1991

 

Changing Consumption Patterns Alladi Venkatesh, Postsuburban California: The Transformation of Orange County Since World War II, 1990

 

 

 

Postmodernism

 

Postmodernism Perspectives for Macromarketing: An Inquiry into the Global Information and Sign Economy Alladi Venkatesh, Journal of Macromarketing, 1999

  

Marketing in a Postmodern Wolrd A. Fuat Firat, Nikhilesh Dholakia and Alladi Venkatesh, European Journal of Marketing, 1995

 

Liberatory Postmodernism and the Reenchantment of Consumption A. Fuat Firat and Alladi Venkatesh, Journal of Consumer Research, 1995

 

Postmodernism, Feminism, and the Body: The Visible and the Invisible in Consumer Research Annamma Joy and Alladi Venkatech, International Journal of Research in Marketing, 1994

 

Business Beyond Modernity: Some Emerging Themes Alladi Venkatesh, Organization, 1994

 

Postmodernity: The Age of Marketing A. Fuat Firat and Alladi Venkatesh, International Journal of Research in Marketing, 1993

 

Postmodernism and the Marketing Imaginary Alladi Venkatesh, John F. Sherry, Jr., and A. Fuat Firat, International Journal of Research in Marketing, 1993